Death of the Madmen - New Marketing in a Post-Digital World

PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON

Death of the Madmen New Marketing in a Post-Digital World

Thom Kennon

PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON 2

http://youtu.be/0UjsXo9l6I8


Three Universals

1. Humans are nothing without stories Connection, truth & the pursuit of meaning

2. Money changes everything the “double coincidence of wants”

3. Technology disrupts before it is harnessed

from currency to radio waves, TV & the social web

3

In the beginning…


QUALITY, CURRENCY, CONQUEST & A CONNECTING WORLD

The birth of brands


Brands as a story of value, a promise of quality

5th – 6th Century BC Mesopotamian branded product seal for wine container seals

Guarantee of source &

quality – price control,

competitive advantage

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Problem with trade, barter & exchange:

It doesn’t scale. So…

The double coincidence

of wants.

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Confluence of conquest, commerce, technology, people =

a really big global brand.

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TRAINS, MARX & COCA-COLA

Revolutions Everywhere


Technical / Industrial…

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Social / Political…

12


Cultural / Commercial…

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PRODUCTS, PROPAGANDA & THE ASCENDANCY OF BRANDS

Broadcasting the new religion


Creating, shaping &

distributing … ”truths”.

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“Honey, I shrunk the world”…

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Birthplace of the new story-telling. Mass is

good…

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PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON18

Brands Gone Wild…


…Everywhere


http://www.youtube.com/watch?v=R2bLNkCqpuY

│Page 2020

The top of their game …

the reign of the Madmen




As long as we all stay put…

TWILIGHT OF THE MADMEN

Digital disruption


Microprocessors go viral

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The Man…

…the Invention

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WWW, the early years…

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Brands: A Swan Song

From the early 1990s thru to late 00’s,

brands fragment, shatter, disperse & get

mashed-up … with everything else.

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The $64 trillion question:

What’s a brand

about in the 21st century?...

?

THE NEW WORLD ORDER OF HUMAN MEDIA

Social

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The Big Idea… Humans started out telling each other stories to locate meaning, value & connection in their lives.

… Social innovation, technology & free currencies have built towards a disruptive crescendo.

… The 21st century heralds an entirely new era for brands, products & humans where control has flipped back to the community of global humans – users, citizens, customers.

Human Media

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Human Media… then & now

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Conversations

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Social changes brands … forever.

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Social changes people… forever.

[WE’RE ALL UNICORNS NOW]

STRIKE! … KILLING THE MADMEN


Who dunnit?..




Just one problem remains…

getting to scale


New marketing: Ops model

Brand /

product

Strategic planner

Content specialist

Channel specialist

Behavioral

analyst• URL / content /

asset strategies, copywriting / curation / editing, image selection / editing, page design, keyword selection / integration, user experience strategies & optimizations

• Research synthesis, target research refinement, insights development, behavioral profiling, experience architecture, brief development, integrated planning

• Asset & content tagging, tracking & reporting, behavioral analytics, channel / content / media mix optimization recommendations, big data analytics / insights

• Touchpoint mix management, integrated SEO/SEM planning activation & optimization, paid media integration, social media content & channel management / optimization, social community management


Touchpoints & platformsData capture / response / conversion

Push MediaEngagement

Media

HumansUsers, customers, ambassadors, prospects, press, influencers

The new marketing: Media model


Getting to scale…


Your Post Digital

To-Do List


1. Social media analytics

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First: listen


2. Hybrid / HTML5 apps

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Write once, run many

Toolkits for Making Hybrid Apps"hybrid app" - a mobile app that looks and behaves like a regular native mobile app (e.g. distributed via app stores), but which gets developed using HTML, CSS and JavaScript. (The word "hybrid" is used because in addition to your HTML, CSS and JavaScript code, the toolkit also includes native code [such as Objective-C code on iOS], but most of these toolkits allow you to ignore the native code; it's just there.)

• Adobe AIR for HTML/JS Developers• Alpha Anywhere• AMPchroma• IBM Worklight• Intel XDK (formerly appMobi)• Iron Speed Designer• KonyOne• PhoneGap / Apache Cordova (probably the most widely

used)• Sencha Touch 2 • Spot Specific

The M Project• Trigger.io • CocoonJS• Ejecta (iOS only, by the same guy who made the

Impact.js game engine)• Game Closure DevKit• Intel App Game Interface, part of Intel XDK (formerly

appMobi)• Turbulenz Android Development Client (Android only).

http://www.adobe.com/devnet/air/articles/getting_started_air_js.html

http://www.adobe.com/devnet/air/articles/getting_started_air_js.html

http://alphasoftware.com/products.asp

http://www.antennasoftware.com/products/overview

http://www-01.ibm.com/software/mobile-solutions/worklight/

http://www-01.ibm.com/software/mobile-solutions/worklight/

http://software.intel.com/en-us/html5/home

http://ironspeed.com/products/Mobile-Application-Development.aspx

http://www.konysolutions.com/KonyOne%20Platform/Deployment%20Models/technologies

http://phonegap.com/

http://wiki.apache.org/cordova/

http://www.sencha.com/products/touch/

http://www.sencha.com/products/touch/

http://spotspecific.com/tour/develop/

http://panacodalabs.github.com/The-M-Docs/#introduction/what_is_the_m_project

http://panacodalabs.github.com/The-M-Docs/#introduction/what_is_the_m_project

https://trigger.io/

http://www.ludei.com/tech/cocoonjs

http://impactjs.com/ejecta

http://impactjs.com/ejecta

http://impactjs.com/

http://docs.gameclosure.com/native.html

http://docs.gameclosure.com/native.html

http://www.html5dev-software.intel.com/documentation/gamingAPI/directCanvas/index.html

http://software.intel.com/en-us/html5/tools

http://docs.turbulenz.com/android_readme.html

http://docs.turbulenz.com/android_readme.html


3. Go Programming language

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Google’s Cloud “Composer” Programming Language

1. A set of powerful but easy to understand, easy to use building blocks from which you can assemble—compose—a solution to your problem.

2. Almost certainly be easier to write, easier to read, easier to understand, easier to maintain, and maybe safer.

3. A big reason developers turn to Go has everything to do with concurrent operations, or the ability to execute multiple processes at the same time.

Smart heads in

the clouds


4. Real SEO

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Search rules

eternal

People say that Penguin completely changed SEO forever. I disagree. What it did do was make it so that everyone has to do

Smart, aggressive, authentic ink building as part of their content marketing.


5. APIs power the social web

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http://youtu.be/a4z0jJek8UM

Everything’s

everywhere

Users are always-on, everywherePresence and identify are

persistentUbiquity of connection rules

INTERVIEW WITH A 10 YEAR OLD

FINAL NOTE


Things my 10-year old taught me

1. I find interesting videos by searching for lizards or skate boarding

2. I put comments on them – I don’t just say ‘it’s a good video’ .. A lotta time I just tell the truth. I’m never mean

3. When someone subs or friends me I almost always friend them back

4. Subscribing isn’t that important to me-I like friending.

5. Friending means your more in touch, people like that

6. I add comments like ‘sub for sub’7. When someone comments on me I

almost always comment back on their channel.

8. I always favorite videos I like, people favorite me back and we all win.

9. It’s cool to connect over and over with the same guys

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http://www.youtube.com/user/Pingu65716