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How to build a pyramid David Crow david@davidcrow.ca  &  [email_address] http://davidcrow.ca/ +1-416-575-6177 Twitter: @davidcrow Find me on Facebook, LinkedIn, FriendFeed, etc . (Images used for educational purposes: sources noted)
“ The future exists today. It's just unevenly distributed ” William Gibson
“ The best way to predict the future is to invent it.” Alan Kay
“ When you want to  build a pyramid , you have to have  some tools , but you also have to  find ways to convince  10,000 people or 100,000 people to work with you to get the thing done.” Lewis Mumford The Myth of the Machine
Mankind extends by amplifying tools  or  goal cloning
Amplifying tools http://www.flickr.com/photos/terinea/536245891/ http://www.flickr.com/photos/owthomas/238915871/ http://www.flickr.com/photos/nostri-imago/2911393184/
Goal cloning http://www.flickr.com/photos/imh/3297961043/ http://www.flickr.com/photos/threedots/115805043/ http://www.flickr.com/photos/malias/183490620/
The good old days.  http://www.flickr.com/photos/rcsaxon/1032480155/ Concept courtesy of Chris Bernard, a Microsoft buddy
Concept courtesy of Chris Bernard, a Microsoft buddy
Concept courtesy of Chris Bernard, a Microsoft buddy
Print. Concept courtesy of Chris Bernard, a Microsoft buddy
Radio. Concept courtesy of Chris Bernard, a Microsoft buddy
Television. Concept courtesy of Chris Bernard, a Microsoft buddy
And more recently  cable . Concept courtesy of Chris Bernard, a Microsoft buddy
Concept courtesy of Chris Bernard, a Microsoft buddy
Concept courtesy of Chris Bernard, a Microsoft buddy
Concept courtesy of Chris Bernard, a Microsoft buddy
until… Concept courtesy of Chris Bernard, a Microsoft buddy
http://www.flickr.com/photos/bull3t/990866224/ Concept courtesy of Chris Bernard, a Microsoft buddy
Concept courtesy of Chris Bernard, a Microsoft buddy
http://www.flickr.com/photos/amit-agarwal/2052668047/ Concept courtesy of Chris Bernard, a Microsoft buddy
 
Concept courtesy of Chris Bernard, a Microsoft buddy
Concept courtesy of Chris Bernard, a Microsoft buddy Social media  is the new black
It’s our  digital glue . Concept courtesy of Chris Bernard, a Microsoft buddy
THE MEDIA & MARKETING LANDSCAPE HAS CHANGED FEWER ADS REACHED MORE PEOPLE WITH UNDIVIDED ATTENTION MORE ADS REACH A TARGETED AUDIENCE PAYING LESS ATTENTION 1950s – 1990 Today Source Audrey Carr: http://www.slideshare.net/acarr/designing-sustainable-conversations-with-social-media-59204
Blendtec : “Will it Blend?” ,[object Object],[object Object],[object Object],Concept courtesy of Chris Bernard, a Microsoft buddy
Monk-e-mail ,[object Object],[object Object],[object Object],[object Object],[object Object],“ History’s third greatest human acheivement, only after democracy and Velcro.” -- AdAge Concept courtesy of Chris Bernard, a Microsoft buddy
Mentos  and  Diet Coke ,[object Object],[object Object],[object Object],[object Object],[object Object],Concept courtesy of Chris Bernard, a Microsoft buddy
Community  Impact Concept courtesy of Chris Bernard, a Microsoft buddy
Burger King ,[object Object],[object Object],[object Object],[object Object],“ Burger King is the video game business; Earnings up 40% thanks to Xbox”  – The Consumerist  Concept courtesy of Chris Bernard, a Microsoft buddy
The  essence  of marketing Concept courtesy of Chris Bernard, a Microsoft buddy
Social media, design & advertising  are  converging Concept courtesy of Chris Bernard, a Microsoft buddy
Markets are  conversations . The Cluetrain Manifesto
“ Because the purpose of business is to create a customer, the business enterprise has two – and only two –basic functions: marketing and innovation.” –  Peter Drucker
Social media  touches both sides of the equation
Social media tools don’t  make conversation ,  they support it!
By understanding how  social media  support the  human desire  for  conversation  businesses can open up vibrant interactions with  individuals  and  communities Kelsey Ruger
Generate  Memories
Emotional  Connection
Make it  real
SUBJECTIVE/QUALITATIVE Focused on  Experiences (People, Activities, Contexts) THIS IS THE CHASM THAT IS REALLY, REALLY HARD  FOR ORGANIZATIONS TO CROSS Meaningful & Desirable Has personal significance Pleasurable Has personal significance Convenient Super easy to use, works like I think Usable Can be used without difficulty Reliable Is available and accurate Functional (Useful) Works as programmed Focused on  Tasks (Products, Features) OBJECTIVE/QUANTIFIABLE
http://www.flickr.com/photos/rudolf_schuba/473295245/ http://www.flickr.com/photos/steffanyszphotography/2147866756/ http://www.flickr.com/photos/jocelynaubert/1524945282/ http://www.flickr.com/photos/liutao/2652552358/ http://www.flickr.com/photos/toranasaurusrex/2481758783/ http://www.flickr.com/photos/powerbooktrance/64059767/ http://www.flickr.com/photos/mag3737/514981897/
Photo by nidalM  http://www.flickr.com/photos/nidalm/3529404270/
Find ways to  convince people  to work with you!
"First thing to remember, it's not about you, it's about  your message " Robin McGraw
5 Principles of  Social Capital ,[object Object],[object Object],[object Object],[object Object],[object Object],Tara Hunt - The Whuffie Factor http://www.thewhuffiefactor.com/
Call to Action ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thank you. David Crow david@davidcrow.ca  &  [email_address] http://davidcrow.ca/ +1-416-575-6177 Twitter: @davidcrow Find me on Facebook, LinkedIn, FriendFeed, etc .

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