Slidesharekarina 110110110724-phpapp02

2011 THINGS
TO THINK ABOUT
(for brands and marketers)

by @inahill – Karina Hillestad, Copywriter @MediaFront

MEDIAFRONT
A PART OF MCCANN WORLDGROUP

1. WHAT WILL BE THE NEXT BIG THING?
2. CAN WE PREDICT THE FUTURE?
3. WHERE TO LOOK FOR INSPIRATION?
4. CAN THE BRAND BE THE CURATOR?
5. HOW IMPORTANT IS THE PRODUCT?
6. WHICH CHANNEL BETTER IS BEST?
7. WERE CAN WE FIND THE TRENDS?
8. WHAT IS A VIRAL?
9. WHAT IS HAPPENING IN THE MARKET?
10. IS THERE A KEY TO INNOVATION?
11. HOW BIG ARE THE POSSIBILITIES?
MEDIAFRONT

"We expect that the next big thing
will be a bigger version of the last big thing.

What we don’t expect, yet what is most likely,
is that the next big thing won’t look important to us at all
—until it’s so important that we can’t ignore it. "
– Brian Eno http://www.prospectmagazine.co.uk/2010/11/brian-eno-next-big-thing/

MEDIAFRONT

THE NEXT BIG THING WILL
BE NOTHING LIKE THE LAST ONE

The only thing we can be shure of,
is that the next big thing will probably
be nothing like the previous one.

Who knew that the One Piece would
become a success in 2009?
What will be the One Piece of 2011?

Can we ﬁnd some mechanics and
other traits shared by the successfull
brands and campaigns?

Photo credit:
Screenshot from http://www.onepiece.no

MEDIAFRONT

CREATIVITY DRIVES THE FUTURE
Visual Futurist, Syd Mead

– technology tends to
build on itself, grow together
and cross-reference
each other

– technology is just
an assistant to the
human intellect

– creativity is the creation
of putting elements together
in different combinations,
and creativity drives the future

- science ﬁction is
reality ahead of future

Video resource: http://vimeo.com/17376932

MEDIAFRONT

LOOK AT THE BIG PICTURE FOR INSPIRATION
The following model and words was made by
Matt Might who made The Illustrated Guide to a Ph.D,
to explain to a fresh batch of students what a Ph.D. is.
Please support his work at
http://matt.might.net/articles/phd-school-in-pictures/

MEDIAFRONT

IMAGINE A CIRCLE THAT CONTAINS
all of human
knowledge
Matt Might

MEDIAFRONT

BY THE TIME YOU FINISH ELEMENTARY
SCHOOL
you know
a little
Matt Might

MEDIAFRONT

BY THE TIME YOU FINISH HIGH SCHOOL
you know
a bit more
Matt Might

MEDIAFRONT

WITH A BACHELOR’S DEGREE
you gain
a speciality
Matt Might

MEDIAFRONT

A MASTER’S DEGREE
deepens that
speciality
Matt Might

MEDIAFRONT

READING RESEARCH PAPERS
takes you to
the edge of
human
knowledge
Matt Might

MEDIAFRONT

ONCE YOU’RE AT THE BOUNDARY
you focus
Matt Might

MEDIAFRONT

YOU PUSH AT THE BOUNDARY
for a few years
Matt Might

MEDIAFRONT

UNTIL ONE DAY
the boundary
gives way
Matt Might

MEDIAFRONT

AND, THAT DENT YOU’VE MADE
is called
a Ph.D.
Matt Might

MEDIAFRONT

OF COURSE
the worlds
looks different
to you
now
Matt Might

MEDIAFRONT

SO,
don’t forget
the bigger
picture!
Matt Might

MEDIAFRONT

HOW IS THIS RELEVANT?
Your Ph.D.
is your brand,
and your ﬁeld
of interest.

Let’s not forget
to be inspired
by what happens
in other ﬁelds
and in the
big picture!

MEDIAFRONT

WHAT POSSIBILITIES HAVE THE WEB GIVEN
US?

MEDIAFRONT

Can kids teach themselves?
Scientist, Sugatra Mitra
Hole in the Wall (HIW) experiment,
where in the year 1999 a computer was placed in a kiosk
created within a wall in an Indian slum at Kalkaji, Delhi and
children were allowed to freely use it.

The experiment aimed at proving that kids could be
taught by computers very easily without any formal training.

Sugata termed this as Minimally Invasive Education (MIE).
The experiment has since been repeated at many places.

Video resource:
http://www.ted.com/talks/sugata_mitra_shows_how_kids_teach_themselves.html

MEDIAFRONT

"Beyond the age of information is the age of choices."
– Charles Eames

" The power of inﬂuencers is not new. But having tools available to
instantly convey personal opinions is a revolution.
As the number of choices expand, our dependence on curators
increases proportionally."
- Steve Addis http://curatoreffect.blogspot.com/

MEDIAFRONT

CAN THE BRAND BE THE CURATOR?
"Discovery is a problem that will always need to be solved."
– John Battelle

1) Help people create an exchange value
2) Give them the tools, the motivation, the information to do so
3) Represent the culture they serve, be the senter of the thing you do
4) Pick the most qualiﬁed and enthusiasthic people to represent you
– Douglas Rushkoff http://rushkoff.com/2010/03/25/program-or-be-programmed/

MEDIAFRONT

GOOGLE
find a strong signal LINKS
curate it at scale SEARCH ENGINE
currency HUMAN ATTENTION

FACEBOOK
find a strong signal THE SOCIAL ENGINE
curate it at scale THE FACEBOOK PLATFORM

TWITTER
find a strong signal TWEETS
curate it at scale THE TWITTER PLATFORM

TUMBLR, QUORA, GOWALLA?
– John Battelle http://battellemedia.com/archives/2010/12/signal_curation_discovery

MEDIAFRONT

"The inﬂexibility to deal with individual's speciﬁc discovery needs
is still there...This is an opportunity for every brand."

– John Battelle http://battellemedia.com/archives/2010/12/signal_curation_discovery

MEDIAFRONT

THE PRODUCT IS STILL MORE IMPORANT
THAN THE TERRITORY

Video resource:
http://www.youtube.com/watch?v=BPS9YKGaKQE

MEDIAFRONT

WHICH CHANNEL TO CHOOSE?

"A new channel is like a new window in the brands building..."
– Khartik S. http://itwofs.com/beastoftraal/2010/12/20/social-media-roi-what-is-the-roi-of-installing-a-new-window-in-your-organization/

"A truly great story doesn’t need a gatekeeper...it just needs a
home."
– The new journalism http://www.twistimage.com/blog/archives/the-new-journalism/

MEDIAFRONT

WHAT CHANNEL IS THE NEXT?
"Fish were the developers are" Open API Timeline

– Steve Rubel
http://www.steverubel.com/
ﬁsh-where-the-developers-are-2011-digital-tr

Share your data with open API!

«Marketers typically don't try
to becomeplatforms or court
developers, but that's
all about to change.

An ever-changing array of
platforms will erode our
fascination with single
venues and get us thinking
about how we can hedge
our bets by helping
developers succeed across
a portfolio of them.»

MEDIAFRONT

Photo resource: http://blog.programmableweb.com/2011/

8: THE MARKET
Sustainability!

Watch video: http://vimeo.com/10718086

MEDIAFRONT

The Post-Consumer!

Photo resource: http://

MEDIAFRONT
darmano.typepad.com/
logic_emotion/2009/04/
A PART OF MCCANN WORLDGROUP why-marketing-in-a-post-
consumer-era-wont-look-
like-marketing.html

A VIRAL IS JUST REALL GOOD CONTENT
Y
that people
voluntarily
wants to share

Watch video: http://abcnews.go.com/US/video/homeless-man-golden-radio-voice-12539245

MEDIAFRONT

MEDIAFRONT

http://www.facebook.com/skittles

MEDIAFRONT

EVOLVE OR DIE
Can the ﬁve key traits that innovaters share inspire us?

– Kaihan Krippendorff http://www.fastcompany.com/1711531/ﬁve-innovative-new-year-s-resolutions?partner=rss

MEDIAFRONT

ASSOSIATE
– connect the dots
– seek the patterns in seemingly unrelated information
– ﬁnd diverse sources of information and inspiration

THE MUSIC INDUSTRY
http://www.robyn.com/wedancetothebeat/

THE FASHION INDUSTRY http://looklet.com/

MEDIAFRONT

OBSERVE
– observe intensly
– spot customer needs and emerging week signals
– put your antenna up for this months buzz topics and issues

MEDIAFRONT

EXPERIMENT
– try things just to see if they work
– sign up to all possible new services
– launch beta products
- try ﬁve low risk experiments on behalf of the brand?

MEDIAFRONT

QUESTION
– be curious, walk the journey of discovery
– challenge your discoveries
– Ask!
– When, what, how, who, why?

The mind is not
contained to the
cranium. It’s province is
of the inﬁnite
imaginative spirit.

http://synapticstimuli.com/
Photo resource:
Jung-Yeon Min http://
www.kashyahildebrand.org/
zurich/min/index.html

MEDIAFRONT

NETWORK
– without a precise goal in mind
– meet and talk to people with opposing views
– get access to a breadth of information Photo resource: http://www.exactitudes.com/

- open serendipitous opportunities

MEDIAFRONT

DO NOT FORGET TO EXLPORE
THE UNLIMITED POSSIBILITIES
THE AMAZING WORLD WIDE WEB AND ALL THE SHARERS OUT THERE
WHO GIVE AWA THEIR KNOWLEDGE, TIME AND THOUGHTS FOR US TO BUILD UPON!
Y

MEDIAFRONT

blog.mediafront.no
@mediafront
mediafront.no

MEDIAFRONT

"Creativity requires the courage to let go of certainties."
– Erich Fromm

MEDIAFRONT

PLEASE, MAKE SHURE TO READ MORE
FROM THE ORIGINAL SOURCES
http://matt.might.net/articles/phd-school-in-pictures/
http://www.exactitudes.com/
http://synapticstimuli.com/
Jung-Yeon Min http://www.kashyahildebrand.org/zurich/min/index.html
http://www.facebook.com/skittles
http://darmano.typepad.com/logic_emotion/2009/04/why-marketing-in-a-post-consumer-era-wont-look-like-marketing.html
http://www.quora.com/
http://www.onepiece.no
http://vimeo.com/17376932
http://vimeo.com/10718086
http://www.youtube.com/watch?v=BPS9YKGaKQE
http://abcnews.go.com/US/video/homeless-man-golden-radio-voice-12539245
http://www.ted.com/talks/sugata_mitra_shows_how_kids_teach_themselves.html
http://www.prospectmagazine.co.uk/2010/11/brian-eno-next-big-thing/
http://www.fastcompany.com/1711531/ﬁve-innovative-new-year-s-resolutions?partner=rss
http://rushkoff.com/2010/03/25/program-or-be-programmed/
http://battellemedia.com/archives/2010/12/signal_curation_discovery
http://curatoreffect.blogspot.com/
http://www.twistimage.com/blog/archives/the-new-journalism/
http://itwofs.com/beastoftraal/2010/12/20/social-media-roi-what-is-the-roi-of-installing-a-new-window-in-your-organization/

Questions? Contact me @inahill or @mediafront
MEDIAFRONT

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