Delivered this presentation at the iMedia Breakthrough Summit on Monday, 3/21/11. The sister video, which summarizes dozens of interviews with influential and smart people at South-by-Southwest (SXSWi), hel

1. This
Can Ch nge
Everything
iMedia Breakthrough Summit 3/21/11
Thoughts on Game
Changers We’re Living
and Expecting #imediasummit
Proprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved

2. Three months ago I was planning on talking about
Bieber as proof of Game-Changing via the Platform
Proprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved 2

3. The world changed by a hashtag in amplification,
support, fund-raising and response
#jan25 #SXSW4Japan
#Pray4Japan

4. Game Right Since 1965
Drivers
What’s Working:
• Moore
• Metcalfe
• People
+ People

5. Game Drivers
New Rules. No More:
• Zero-Sum, Winner-Takes All Game Play
• One-size Fits All Game Book
• Objectifying Channels/Technology
• Excuses or barriers
• Consumers Collaborators, Contributors,
Curators and Champions
Proprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved 5

6. Game Changers
• SOLOMO
• Everyone’s a Maker
• Gamification of Everything
• Caring
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7. SOLOMO
Credit: Kleiner Perkin’s John Doerr
Not one platform but combination of them
Proprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved

8. SOLOMO for Marketers
• Shipments of smartphones & tablets will exceed
desktops/laptops in 2011
• US mobile searches grew 4X last year
• Google forecasts 16% 2011 searches will be mobile
• Google says 1 in 3 mobile searches are local
• Converts like crazy: after searching for a local
business, 61% of users called and 59% visited
• 74% of consumers have purchased as result of using
smartphone while shopping
• 79% of marketers don’t have mobile optimized sites
Credit: Mary Meeker @Google’s Think Mobile 2/10/11 http://www.youtube.com/watch?v=sZO9e1wV23U
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9. Is All
Marketing
Essentially
Local?
• Simple place to
start for Brands
• Increase
connection and
relevance
• Can we also
reduce reliance
on coupons?

10. Foursquare
& American
Express
• Austin, TX test
during SXSW
• Spend $5 get $5
• Option to
donate $1 for
$5 of spend
• Redemption
notification
arrives before
the Latte

11. Everyone’s A Maker
• Kickstarter
• Shapeways
• iMovie
Proprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved

12. Funding
an Idea
• Told it couldn’t
be done
• Informed of
inferior unit-
economics
• Over-sold in
first 30-days
• Buyers are
brand
collaborators &
$25
champions
$75
http://kck.st/ifapplemadewatches
$50

13. Small-
Batch
Makers
• Design idea in
CAD software
• Launched in
eStore with JIT
Printing/
manufacturing
• $5 million round
with USV
09/2010

14. Change Everything Interviews in iMovie
Telling a
story
• Captured “man-
on-the-street”
style videos at
SXSW to
accompany this
presentation
• Edited in iMovie
on iPad2
• Production to
distribution
Watch the video:
http://bit.ly/changeeverything

15. Gamification of
Everything
• SocialGaming
• News
• Everyday Tasks
Proprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved

16. It’s That
Big
Social Gaming is
bigger than:
• UK in daily
participation
• US in monthly
audience
• eMail in time
spent
• Gaming
• 100mm in <7
weeks

17. Zynga and
7-11
• Impacted
nearly every
KPI in retail:
• Daypart
• Frequency
• Demographic
diversification
• Basket mix
• Favorability

18. The Texas
Tribune’s
Sticky
News
• Qrank App
• Integrates with
Content
Management
System
• Trivia games
around what
you’re reading

19. Caring
• SXSW & iMedia Summit
• Dell
• 8th Grader/It Gets Indie
• Pepsi Refresh Everything
Proprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved

20. Proprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved 20

21. Caring as
a business
function
Dell’s Social Media
Listening
Command Center
by the numbers:
• 7000 trained
• 50-person team
in Customer
Service
• Tracking ROI

22. Good for
$50
any age
Noah Hornick, a $1 $25
Palo Alto 8th-
grader decided to
do something to
improve things for
his GLBT friends.
He raised funds to
put on an Indie
Benefit Concert:
http://kck.st/itgetsindie

23. Refresh
for good
• Launched and
learned
• More votes than
last election
• Latest
developments
announced last
week at SXSW Shiv Singh & Panel
• Community http://bit.ly/pepsirfrsh
• Tie to sales
Bonin Bough & Panel
http://bit.ly/pepsirfrshbonin

24. Discussion
• Q&A?
• Discussion
• Connect: @MarkSilva
• http://bit.ly/changeeverything
Proprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved

25. Thank You
Contributions
&
inspirations
from:
Trina
Albus,
David
Armano,
Bonin
Bough,
Tim
Brunelle,
Pete
Cashmore,
Brett
Crosby,
Matt
Dickman,
Frank
Eliasan,
Tarah
Feinberg,
Kate
Hayden,
Jamal
Henderson,
Noah
Hornick,
Joseph
Jaffe,
Guy
Kawasaki,
Lou
Kerner,
Dave
Knox,
Charlene
Li,
Tilly
McLain,
Mary
Meeker,
Jeff
Minsky,
Flynn
Nicholas,
Shiv
Singh,
Reeve
Thompson,
Jennifer
Van
Grove,
AJ
Vaynerchuk,
Gary
Vaynerchuk,
Scott
Wilson,
Ben
Wirz
Proprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved