Converged Communications New Ideas Of Influence Alternate Ending

Slide 1: 0

Slide 2: Hi. Iʼm Faris

Slide 3: Iʼm the Digital Ninja at Naked Communications This is a presentation Iʼm giving at the WARC Inﬂuence conference on 3rd July - but it has an alternate ending. There is also a corresponding article in Campaign on the same day. Itʼs an experiment in transmedia presentations.

Slide 4: Itʼs about 3 things - this is one of them

Slide 5: THE NEW IDEA CONSUMER Itʼs about 3 things - this is one of them

Slide 6: 5

Slide 7: THE FORM AND FUNCTION OF BRANDS 5

Slide 8: This part of the presentation only exists in the version Iʼm presenting at the conference - this verison has a different 6 ending. Iʼll post about this later.

Slide 9: HOW TO WIN FRIENDS AND INFLUENCE PEOPLE This part of the presentation only exists in the version Iʼm presenting at the conference - this verison has a different 6 ending. Iʼll post about this later.

Slide 10: THE NEW IDEA CONSUMER So this is the start of part one 7

Slide 11: Here I talk about Mark Prensky and his idea of the singularity - he came up with the Digital Native / Immigrant opposition THE SINGULARITY

Slide 12: Here I talk about Mark Prensky and his idea of the singularity - he came up with the Digital Native / Immigrant opposition

Slide 13: Here I talk about Mark Prensky and his idea of the singularity - he came up with the Digital Native / Immigrant opposition EACH GENERATION WILL BECOME MORE DIGITAL THAN THE LAST

Slide 14: “Our focus should be not on emerging technologies but on or of emerging cultural p ractices.” – Henry Jenkins, Profess gence Culture: When Old Comparative Media, MIT and author of Conver and New Media Collide! Look at what the monkey is doing - not what kind of phone he has P.S. there are a few monkeys / apes in this deck - sometimes they represent people

Slide 15: This is how media used to be - something you viewed, passively FROM VIEWING...

Slide 16: But digital natives have grown up consuming media actively. Itʼs a different mode of consumption. TO DOING

Slide 17: Passive idea consumption leads to thinking of creativity as a product - something sealed, perfect ﬁnal, sent into the world PASSIVE

Slide 18: Passive idea consumption leads to thinking of creativity as a product - something sealed, perfect ﬁnal, sent into the world PASSIVE PRODUCT

Slide 19: ACTIVE But active idea consumption requires a corresponding shift in how we think about creativity - I think itʼs better thought of as a process - with gaps in it, that people can ﬁt into

Slide 20: ACTIVE PROCESS But active idea consumption requires a corresponding shift in how we think about creativity - I think itʼs better thought of as a process - with gaps in it, that people can ﬁt into

Slide 21: WEB 2.0 IS ALL ABOUT DOING

Slide 22: But most people who grew up before, have learned passive media behaviours and wonʼt change - so we have bimodal idea audience from here on

Slide 23: This slide has a video about the future on it that we made - Iʼll post it when I get back from London.

Slide 24: WHERE OLD AND NEW MEDIA COLLIDE: CONVERGED COMMUNICATIONS So the point from this section is that from here on in communication campaigns need to consider two conceptually different audiences at the same time - passive and active. This is what I meant by Converged Communication.

Slide 26: THE FORM AND FUNCTION OF BRANDS

Slide 27: The function of brands have evolved over time. One of the functions they play now is a cognitigve heuristic - a rule of thumb - that we use so we donʼt have to make really annoying decisions about functionally similar products at the supermarket.

Slide 28: The form of brands, the way they express themselves, thus far has been delineated by the form and relative scarcity of the transmission vector: ﬁlms go on TV, and airtime is expensive so it comes in 30 second chunks

Slide 29: DIGITAL IS DIFFERENT Itʼs different for lots of reasons, but one of them is the fact that those two parameters melt away: online brands can be anything [ﬁlm, text, sound, game, function, whatever] and there is no scarcity of bandwidth

Slide 30: Whatʼs scarce is attention - itʼs a resource being allocated - hence the idea of the attention economy. And - because there is inﬁnite bandwidth, it gets too hard to buy attention - you have to ﬁnd ways to earn it. ATTENTION SCARCITY 22

Slide 31: CONVERGENT This is one of the qualities of new ideas that earn attention. Convergent: every idea, image, story, brand and relationship will playitself out across the broadest range of channels, requiring a corresponding increase in the complexity of brand narratives, tapping the long tail of the brand.

Slide 32: Recombinant: “The remix is the very nature of the digital” - William Gibson said that. And as all media becomes digital, the remix will become its dominant construct. How people consume media: no longer passive but recombinant and collaborative. Normalised via Ctrl C and Ctrl V, a generation has emerged that naturally treat ideas as themselves recombinant, and as inputs to further remixing.

Slide 33: NETWORKED And networked: ideas will have engage with the way we are all connected - and we tend to use content passed around as a form of phatic communication

Slide 34: TRANSMEDIA NARRATIVES This is an idea from the book I mentioned earlier - Convergence Culture - narratives that break down elements of the plot into different channels that form knowledge communities to rebuild the narrative world

Slide 35: transmedia elements

Slide 44: media neutral planning One single thought endlessly re-iterated

Slide 45: transmedia planning Different bits in different places, forming brand communities who recompile them

Slide 47: APPLYING THE PRINCIPLES TO AN AD

Slide 48: PROCESS

Slide 49: NETWORKED

Slide 50: INTERACTIVE

Slide 51: REMIXED http://www.youtube.com/watch?v=6X_vAzixa6s

Slide 54: RE-APPROPRIATED http://www.youtube.com/watch?v=HC65uIu0j-Y

Slide 58: CONTENT IS THE MEDIUM So all the slides above about Paint show how we tried to turn at TV commerical into a process, and incorporate some transmedia elements in it. One way of thinking about this is that the content becomes a medium for a two way conversation - people remix or spoof it as a reply, pass it on as a comment, that sort of thing.

Slide 59: Thanks! farisyakob.com or Google “faris”

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