This was a presentation I wrote that acted as an introduction and explainer for the Brand Consultancy I worked for. It also details my theory and some cool examples on 'Open Source' Branding. (This was on here last year but my account was hacked) Enjoy!

1. NOT ANOTHER SOCIAL
MEDIA PRESENTATION.
THE INTERNET &
BRANDING.
Written while listening to spotify,
Shared on www.twitter.com/thekingmob
Available on www.slideshare.com
Posted on www.thesocietyofthespectacle.com

2. THE WHAT (1.0)

3. WE BOUGHT THINGS (SLOWLY)
WE BUILT WEBSITES (POORLY)
WE DOWNLOADED (ON NAPSTER???!?)
WE WAITED AROUND (ALOT)
WE READ THINGS (IS ROSWELL TRUE???)
WE WERE WARY OF IT (WHAT ABOUT OUR PRIVACY???)
WE HAD A BUBBLE (IT BURST)
WE KNEW IT WAS GOOD (BUT WE WOULD HAVE TO WAIT...)
http://www.artfromcode.com

4. THEN CAME 2.0

5. WE BOUGHT (ALOT OF VARIED AND WONDERFUL) THINGS
WE BUILT WEBSITES (WITH OPEN SOURCED PROGRAMS)
WE SHARED (EVERYTHING AND ANYTHING)
WE BUILT COMMUNITIES AROUND IT
WE BLOGGED, WE COMMENTED, WE TWEETED, WE PARTICIPATED.
WE SHARED, WE CO-CREATED, WE LIVED MORE AND MORE ON IT.
WE BECAME ‘SOCIABLE’.

6. MOST ‘EXPERTS’ BELIEVE WE ARE AT THE END OF THE WEB 2.0 EVOLUTION.
THE (MAINSTREAM) MEDIA HAVE JUST DISCOVERED 2.0 (THANKS @MRSKUTCHER).
ALOT OF PEOPLE AREN’T EVEN AWARE OF IT.

7. BUT WE KNOW IT’S BIG

8. BEING SOCIAL IS NOT
ABOUT TECHNOLOGIES
AND WEBSITES.

9. SHARING.
http://www.flickr.com/photos/rohdesign/sets/72157615703262704/

10. YOU ARE YOUR EDITOR
(OF THOUSANDS OF
BITS OF CONTENT)

11. CHOOSE BY INTEREST
SHARE WHAT EXCITES YOU
CONSTANTLY FILTER
VIEW MORE FROM THOSE YOU TRUST
BECOME OPEN TO INFLUENCE
EDIT AND REPACKAGE CONTENT
MASH UP SOURCES
REMIX IT
SPREAD IT
TAG IT
COMMENT ON IT
CREATE WHAT YOU WANT OUT OF IT

12. THIS IS A SOCIAL MOVEMENT. YOU
CAN’T STOP IT IS EVERYWHERE, THIS
SHIFT IS HAPPENING IN REAL LIFE,
AFFECTING DAY TO DAY DECISIONS.
www.wefeelfine.org

13. THIS IS BEYOND THE
INTERNET.

14. LET THE BRAND
GOLDRUSH START?

15. SOME PEOPLE THINK
IT’S A FAD.

16. SOME SAY ‘WHY BOTHER?’

17. BECAUSE PEOPLE WANT
TO BE HEARD,THEY
DEMAND IT. FROM
PEERS AND BRANDS.

18. LESS INFLUENCE
HERE...
A LOT MORE HERE

19. “BEING SOCIAL IS ABOUT
TRADING CONTROL FOR
INFLUENCE” @FARISYAKOB

20. SOME THINK ‘SOCIAL MEDIA’
IS JUST ANOTHER MARKETING
CHANNEL

21. WHEN IT WORKS SOCIAL
BRANDS CULTIVATE FANS

22. FANS ENGAGE.
The Obama ’08 campaign was a
grass roots movement mobilized
around the net. Social networks and
the governments interaction has
changed the dynamics of power.
http://www.whitehouse.gov/blog/

23. FANS ARE UNCONVENTIONAL.
The ‘Colbert nation’ has so far successfully
named a NASA satellite for him. Ben &
Jerry created an ice cream flavor for him,
The ‘nation’ helped Colbert beat Kanye
West to the top spot in itunes and he is
the first person in 76 years to guest edit
Newsweek.
http://www.colbertnation.com

24. FANS ADD VALUE.
Mad Men’s success has grown with
fans cultivating and building their
own content. From Twitter followers
to online help and new phrases -
WWDDD (What Would Don Draper
Do?)
http://whatwoulddondraperdo.tumblr.com/

25. BUT...

26. FANS DON‘T WANT BRANDS
TIED UP IN NEAT LITTLE BOWS
http://www.ravishlondon.com/londonstreetart/

27. FANS
CO-CREATE.

28. OK, SO WHAT’S THAT
MEAN FOR US? (NOW).

29. AUTHENTIC MATTERS.

30. LISTENING WINS

31. BRANDS WITH OPEN NARRATIVES.

32. OPEN
SOURCE
BRANDS

33. WHAT IS
OPEN SOURCE?
“OPEN SOURCE IS AN APPROACH TO THE DESIGN,
DEVELOPMENT, AND DISTRIBUTION OF SOFTWARE OR
HARDWARE, OFFERING PRACTICAL ACCESSIBILITY TO A
SOURCE CODE. PARTICIPANTS IN THE CULTURE CAN MODIFY
THOSE PRODUCTS AND REDISTRIBUTE THEM BACK INTO THE
COMMUNITY OR OTHER ORGANIZATIONS.”
http://en.wikipedia.org/wiki/Open_source

34. OPEN SOURCE
BRANDING OFFERS
GAPS FOR PEOPLE
TO PLAY IN.

35. WHO’S DOIN’ IT?

36. ZAPPOS
“A people company that happens to
sell clothes” Internal culture is all
about engaging, and empowering
people inside the business to make
a tangible difference. Blogging, &
twittering and crowdsourcing are
ingrained in the culture. Transparent,
innovating and fun.
twitter.com/zappos

37. DELL INNOVATION CENTRE
Crowdsourcing @ Ideastorm.com Users
have generated 11,581 ideas with 325
ideas being implemented by Dell.
Dell has a total social presence. (after
fucking it up first time)
www.ideastorm.com

38. AMERICAN APPAREL
“Vertically integrated clothing,” Fans
co-create new designs, engage on
political issues (Legalize L.A), Models
are customers, sourced through the
crowd. Collaborations come from
blog networks. (Chictopia)

39. FIREFOX
The original open source browser.
Has let it’s code be available to
everyone to build apps and browsers
for thousands of different uses. A
commitment to innovation across
the community.

40. SOME THOUGHTS -
BUT NOT RULES

41. 1. HONEST...
Selling overtly isn’t social, telling it top
down isn’t social, spreading
conversations and helping our clients
understand that is social. Behaviours
are changing, technologies just provide
the platforms. Go with the flow.

42. 2. CROWD WISE
Co-create with the users. offer
innovation as standard. Learn to
feed off the wisdom of crowds.
(Not just ourselves)

43. 3. MUTATE
Mix and match our specialisms, open our
arms to collaboration, alter our perceptions.
Seek skills beyond our four walls.
“No matter where you work, most of the
smart people are somewhere else”
Bill Joy, co-founder, Sun Microsystems
.

44. 4. INTERACT. RESPECT
THE CUSTOMER
We can help brands build a respect for what people
want. Building brands that foster and celebrate
openess and conversation, allowing users to be
interactive. Both strategically and creatively.
A co-created set of values? Why not?
A crowdsourced identity? Give it a shot!
We act as guides, specialists yes, we are sheperds
not guardians.

45. 5. PLAY
This thinking isn’t set in stone. It should
be questioned and adapted, play
with it, explore it. Share it!

46. THANKS FOR
BEING SOCIALABLE
TO ME.
twitter.com/thekingmob
www.thesocietyofthespectacle.com
thanks to
@farisyakob
@bbhlabs
@jtwisnor
@kaihann
@budcaddell
dan.rowe@dave.biz
robbie.laughton@dave.biz
for their inspiration and thoughts and slides!.