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WHY MY JOB USED TO BE

EASY

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Twitch draws 45 million unique visitors per month who view an astonishing 8.5 billion minutes of video per

month.

Source: http://www.pcmag.com/article2/0,2817,2458235,00.asp

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Source: Century Link Quote and Washington Post

MySpace Facebook

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“Digital Media Landscape”

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WE ARE AT AN INFLECTION

POINT

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“I’M AN EXPERT, I’VE BEEN

DOING THIS FOR 15 YEARS”

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CHANGE IS THE ONLY NORM

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THE RULES OF THE PAST

DON’T REALLY MATTER

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NARCISIM WILL DRIVE

INNOVATION

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93

MILLION

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How do we manage brands when

brands don’t manage brands?

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FUNCTIONALITY IS AS

IMPORTANT AS MESSAGING

2003: front facing camera commercially available

2013: Selfie Oxford English Dicitonary “Word of the Year”

2014: Selfie sticks

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March 26, 2014

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How can we consider function in a

marketing world focused on

messages

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SPEED AND CONTEXT

MATTERS

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http://www.fastcocreate.com/3033454/pizza-hut-builds-a-life-size-teenage-mutant-ninja-turtles-pizza-thrower

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1 MONTH

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https://www.youtube.com/watch?v=C75q_7TVmCk

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3 WEEKS

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3 HOURS

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How do we put protocols in place

that allows us to work faster?

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A NICHING OF THINGS

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All networks are not created equal

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Feel less judged

Act more real

People online who don’t know my real identity

Family

Semi-friends

Besties

Source: MRY Focus Groups with College Students August 2014

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Online You

Tumblr You

Twitter You

Instagram You

Snapchat You

Family following me, a place for the squeaky clean version of me

Source: MRY Focus Groups with College Students August 2014

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Friends and acquaintances following me, a place for an

curated version of me

Online You

Tumblr You

Facebook You

Instagram You

Snapchat You

Source: MRY Focus Groups with College Students August 2014

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Friends following me (and strangers if

public), a place for the “cool” version of

me

Online You

Tumblr You

Facebook You

Twitter You

Snapchat You

Source: MRY Focus Groups with College Students August 2014

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Online You

Tumblr You

Facebook You

Twitter You

Instagram You

I choose which people to send Snapchats to, a place

for the goofy or lewd version

Source: MRY Focus Groups with College Students August 2014

SEXTING? BAD STUFF?

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Online You

Facebook You

Twitter You

Instagram You

Snapchat You

No friends following me, a safe space to be

the real me

Source: MRY Focus Groups with College Students August 2014

64Source: MRY Focus Groups with College Students August 2014

Dark Social

BuzzFeed is already seeing more shares to WhatsApp than to Twitter on iOS.

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How do we take into consideration

the differences in context?

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I have not failed, I’ve just found 10,000 ways that wont work

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