Converged Communications New Ideas Of Influence Alternate Ending
-
Upload
faris-yakob -
Category
Business
-
view
12.845 -
download
2
description
Transcript of Converged Communications New Ideas Of Influence Alternate Ending
![Page 1: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/1.jpg)
0
![Page 2: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/2.jpg)
Hi.
Iʼm Faris
![Page 3: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/3.jpg)
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.
![Page 4: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/4.jpg)
Itʼs about 3 things - this is one of them
![Page 5: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/5.jpg)
THE NEW IDEA CONSUMER
Itʼs about 3 things - this is one of them
![Page 6: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/6.jpg)
5
![Page 7: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/7.jpg)
5
THE FORM AND FUNCTION OF BRANDS
![Page 8: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/8.jpg)
6
This part of the presentation only exists in the version Iʼm presenting at the conference - this verison has a different ending. Iʼll post about this later.
![Page 9: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/9.jpg)
6
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 ending. Iʼll post about this later.
![Page 10: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/10.jpg)
7
THE NEW IDEA CONSUMER
So this is the start of part one
![Page 11: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/11.jpg)
THE SINGULARITY
Here I talk about Mark Prensky and his idea of the singularity - he came up with the Digital Native / Immigrant opposition
![Page 12: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/12.jpg)
Here I talk about Mark Prensky and his idea of the singularity - he came up with the Digital Native / Immigrant opposition
![Page 13: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/13.jpg)
EACH GENERATION WILL BECOME MORE DIGITAL THAN THE LAST
Here I talk about Mark Prensky and his idea of the singularity - he came up with the Digital Native / Immigrant opposition
![Page 14: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/14.jpg)
“Our focus should be not on emerging technologies but on
emerging cultural practices.” – Henry Jenkins, Professor of
Comparative Media, MIT and author of Convergence Culture: When Old
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
![Page 15: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/15.jpg)
FROM VIEWING...
This is how media used to be - something you viewed, passively
![Page 16: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/16.jpg)
TO DOING
But digital natives have grown up consuming media actively. Itʼs a different mode of consumption.
![Page 17: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/17.jpg)
PASSIVE
Passive idea consumption leads to thinking of creativity as a product - something sealed, perfect final, sent into the world
![Page 18: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/18.jpg)
PASSIVE
PRODUCT
Passive idea consumption leads to thinking of creativity as a product - something sealed, perfect final, sent into the world
![Page 19: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/19.jpg)
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
![Page 20: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/20.jpg)
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
![Page 21: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/21.jpg)
WEB 2.0 IS ALL ABOUT DOING
![Page 22: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/22.jpg)
But most people who grew up before, have learned passive media behaviours and wonʼt change - so we have bimodal idea audience from here on
![Page 23: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/23.jpg)
This slide has a video about the future on it that we made - Iʼll post it when I get back from London.
![Page 24: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/24.jpg)
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.
![Page 25: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/25.jpg)
![Page 26: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/26.jpg)
THE FORM AND FUNCTION OF BRANDS
![Page 27: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/27.jpg)
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.
![Page 28: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/28.jpg)
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
![Page 29: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/29.jpg)
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
![Page 30: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/30.jpg)
22ATTENTION SCARCITY
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.
![Page 31: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/31.jpg)
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.
![Page 32: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/32.jpg)
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.
![Page 33: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/33.jpg)
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
![Page 34: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/34.jpg)
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
![Page 35: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/35.jpg)
transmedia elements
![Page 36: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/36.jpg)
transmedia elements
![Page 37: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/37.jpg)
transmedia elements
![Page 38: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/38.jpg)
transmedia elements
![Page 39: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/39.jpg)
transmedia elements
![Page 40: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/40.jpg)
transmedia elements
![Page 41: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/41.jpg)
transmedia elements
![Page 42: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/42.jpg)
transmedia elements
![Page 43: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/43.jpg)
transmedia elements
![Page 44: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/44.jpg)
media neutral planning
One single thought endlessly re-iterated
![Page 45: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/45.jpg)
transmedia planning
Different bits in different places, forming brand communities who recompile them
![Page 46: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/46.jpg)
![Page 47: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/47.jpg)
APPLYING THE PRINCIPLES TO AN AD
![Page 48: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/48.jpg)
PROCESS
![Page 49: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/49.jpg)
NETWORKED
![Page 50: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/50.jpg)
INTERACTIVE
![Page 51: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/51.jpg)
REMIXED
http://www.youtube.com/watch?v=6X_vAzixa6s
![Page 52: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/52.jpg)
REMIXED
http://www.youtube.com/watch?v=6X_vAzixa6s
![Page 53: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/53.jpg)
REMIXED
http://www.youtube.com/watch?v=6X_vAzixa6s
![Page 54: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/54.jpg)
RE-APPROPRIATED
http://www.youtube.com/watch?v=HC65uIu0j-Y
![Page 55: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/55.jpg)
RE-APPROPRIATED
http://www.youtube.com/watch?v=HC65uIu0j-Y
![Page 56: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/56.jpg)
RE-APPROPRIATED
http://www.youtube.com/watch?v=HC65uIu0j-Y
![Page 57: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/57.jpg)
![Page 58: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/58.jpg)
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.
![Page 59: Converged Communications New Ideas Of Influence Alternate Ending](https://reader035.fdocuments.us/reader035/viewer/2022070300/540463b28d7f72aa768b4741/html5/thumbnails/59.jpg)
farisyakob.com
or
Google “faris”
Thanks!