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 A PART OF MCCANN WORLDGROUP

"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 A PART OF MCCANN WORLDGROUP

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 A PART OF MCCANN WORLDGROUP

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 A PART OF MCCANN WORLDGROUP

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 A PART OF MCCANN WORLDGROUP

IMAGINE A CIRCLE THAT CONTAINS
all of human knowledge Matt Might MEDIAFRONT A PART OF MCCANN WORLDGROUP

BY THE TIME YOU FINISH
ELEMENTARY SCHOOL you know a little Matt Might MEDIAFRONT A PART OF MCCANN WORLDGROUP

BY THE TIME YOU FINISH
HIGH SCHOOL you know a bit more Matt Might MEDIAFRONT A PART OF MCCANN WORLDGROUP

WITH A BACHELOR’S DEGREE you
gain a speciality Matt Might MEDIAFRONT A PART OF MCCANN WORLDGROUP

A MASTER’S DEGREE deepens that
speciality Matt Might MEDIAFRONT A PART OF MCCANN WORLDGROUP

READING RESEARCH PAPERS takes you
to the edge of human knowledge Matt Might MEDIAFRONT A PART OF MCCANN WORLDGROUP

ONCE YOU’RE AT THE BOUNDARY
you focus Matt Might MEDIAFRONT A PART OF MCCANN WORLDGROUP

YOU PUSH AT THE BOUNDARY
for a few years Matt Might MEDIAFRONT A PART OF MCCANN WORLDGROUP

UNTIL ONE DAY the boundary
gives way Matt Might MEDIAFRONT A PART OF MCCANN WORLDGROUP

AND, THAT DENT YOU’VE MADE
is called a Ph.D. Matt Might MEDIAFRONT A PART OF MCCANN WORLDGROUP

OF COURSE the worlds looks
different to you now Matt Might MEDIAFRONT A PART OF MCCANN WORLDGROUP

SO, don’t forget the bigger
picture! Matt Might MEDIAFRONT A PART OF MCCANN WORLDGROUP

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 A PART OF MCCANN WORLDGROUP

WHAT POSSIBILITIES HAVE THE WEB
GIVEN US? MEDIAFRONT A PART OF MCCANN WORLDGROUP

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 A PART OF MCCANN WORLDGROUP

"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 A PART OF MCCANN WORLDGROUP

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 A PART OF MCCANN WORLDGROUP

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 currency HUMAN ATTENTION TWITTER find a strong signal TWEETS curate it at scale THE TWITTER PLATFORM currency HUMAN ATTENTION TUMBLR, QUORA, GOWALLA? – John Battelle http://battellemedia.com/archives/2010/12/signal_curation_discovery MEDIAFRONT A PART OF MCCANN WORLDGROUP

"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 A PART OF MCCANN WORLDGROUP

THE PRODUCT IS STILL MORE
IMPORANT THAN THE TERRITORY Video resource: http://www.youtube.com/watch?v=BPS9YKGaKQE MEDIAFRONT A PART OF MCCANN WORLDGROUP

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 A PART OF MCCANN WORLDGROUP

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 A PART OF MCCANN WORLDGROUP Photo resource: http://blog.programmableweb.com/2011/

8: THE MARKET Sustainability! Watch
video: http://vimeo.com/10718086 MEDIAFRONT A PART OF MCCANN WORLDGROUP

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 A PART OF MCCANN WORLDGROUP

MEDIAFRONT A PART OF MCCANN
WORLDGROUP

http://www.facebook.com/skittles MEDIAFRONT A PART OF
MCCANN WORLDGROUP

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 A PART OF MCCANN WORLDGROUP

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 A PART OF MCCANN WORLDGROUP

OBSERVE – observe intensly –
spot customer needs and emerging week signals – put your antenna up for this months buzz topics and issues MEDIAFRONT A PART OF MCCANN WORLDGROUP

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 A PART OF MCCANN WORLDGROUP

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 A PART OF MCCANN WORLDGROUP

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 A PART OF MCCANN WORLDGROUP

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 A PART OF MCCANN WORLDGROUP

blog.mediafront.no @mediafront mediafront.no MEDIAFRONT A
PART OF MCCANN WORLDGROUP

"Creativity requires the courage to
let go of certainties." – Erich Fromm MEDIAFRONT A PART OF MCCANN WORLDGROUP

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 A PART OF MCCANN WORLDGROUP