Mark Adams, VICE's SVP Innovation charts the new relationship between brands, technology, people and popular culture.

1. THE DEMENTED INTERSECTION OF HOLLYWOOD AND SILICON VALLEY…
WELCOME TO SILIWOOD…

2. AT THE AUDIENCE WE TURNED COUNTLESS CELEBS AND BRANDS
INTO NEW MEDIA PUBLISHERS…

4. DATA DRIVEN CREATIVE DIRECTORS FOR
THOUSANDS OF ENTERTAINMENT BRANDS
PUBLISHING 6,500 PIECES OF CONTENT A MONTH
REACHING OVER A BILLION PEOPLE A MONTH
ACROSS THE INTERNET
SO WHAT??

5. TRUST ME CELEBS AND BRANDS DON’T PAY
ENOUGH TO REPAY THIS …

6. SO WHATS THE BUSINESS MODEL ?

7. 1) “SOCIAL MEDIA IS THE DIGITAL DOCUMENTATION OF
POPULAR CULTURE”

8. 2) “IVE OWNED PLATFORMS BEFORE… ALL THAT THEY ARE IS A SET
OF PIPES AND TRUST ME THEY’LL ALL COME AND GO THE WAY
MYSPACE DID ” SEAN PARKER

9. DIGITALISED POPULAR CULTURE IS THE NOURISHMENT THAT
RUNS THROUGH THESE SYSTEMS AND MAKES THEM WORTH
SOMETHING OR NOTHING, WITHOUT DIGITALISED POPULAR
CULTURE FLOWING THROUGH THEM… PLATFORMS JUST
WITHER AND DIE ANYWAY
MY REAL AIM HAS ALWAYS BEEN TO UNDERSTAND AND
CONTROL MORE OF THE DIGITALISED POPULAR CULTURE
THAN ANYONE ELSE …THEN I CAN BE A PLATFORM MAKER OR
BREAKER… THATS THE REAL POWER ” SEAN PARKER

12. POPULAR
CULTURE IS
NOW
INFORMATION
ENABLED

13. SO LETS LOOK AT THINGS THE WAY THE BIG BOYS DO

14. FOR THEM SOCIAL MEDIA IS A MASS REACH ENGINE FOR LISTENING,
MEASURING AND UNDERSTANDING DIGITALISED POPULAR CULTURE AT
MASSIVE SCALE

15. THE USER IS NOT THE CUSTOMER… THE USER IS THE PRODUCT

16. ITS ABOUT INFORMATION EXPLOITATION AT A GLOBAL AND LOCAL LEVEL

17. THE OPPORTUNITIES
ARE HUGE WHEN YOU
ACCEPT THAT THE
AUDIENCE ARE OUT
THERE BUILDING
CONVERSATION FOR US
TO CAPTURE EVERYDAY
IN EACH MARKET

18. THE AUDIENCE
ARE HAVING VAST
AND MEASURABLE
CONVERSATIONS
AROUND
MOMENTS IN THE
LOCAL CULTURAL
CALENDAR

19. THE AUDIENCE
ARE COMING
TOGETHER TO
CREATE
POWERFUL LOCAL
AND GLOBAL
MOVEMENTS.

20. IF ITS BUILT WITH ENOUGH TRUE INTELLIGENCE IT
CAN BE VERY HARD TO FIND AND IT WILL STILL WIN
IT COULD EVEN BE ABSOLUTE RUBBISH

21. THIS IS WHAT
HAPPENED…
SO WHAT
HAPPENS WHEN
WE MAKE
SOMETHING
THATS
ACTUALLY
GOOD?

22. “YOU CAN HAVE THE BEST INSIGHT DRIVEN LEFT JAB IN THE GAME BUT IF
YOU REALLY WANT TO CHANGE THE GAME YOU NEED A DEVASTATING
CONTENT RIGHT HOOK TO GO WITH IT”
- ARI EMMANUEL

25. CONTRIBUTORS NETWORK OF 6,000 YOUNG PEOPLE
DOCUMENTING WHAT IS HAPPENING ON THE GROUND WHERE THEY ARE
AND SENDING IT TO VICE HQ IN 37 COUNTRIES

26. APPLYING THIS FOR BRANDS

27. 11 WORDS TO DESCRIBE THE PROBLEM
“MARKETING CAMPAIGNS ARE DESIGNED IN A
BOARDROOM BUT CONSUMED WITHIN POPULAR
CULTURE”

28. HOW DO WE WIN BIG? GET OUT OF THE BOARDROOM…
1) FIRST ITS ABOUT INSIGHT - THEN DATA CAN MEASURE AND
UNDERSTAND THOSE CULTURAL CLAIMS IN REAL TIME
40 million pictures tagged with #tbt on Instagram,
23 million with #throwbackthursday

29. 2) NEXT ITS ABOUT CULTURAL INSIGHT - YOU NEED TO UNDERSTAND THE
RULES AND WHAT REALLY MAKES THAT CONVERSATION TICK

30. 3) THEN WHEN UNDERSTAND WE CONTRIBUTE TO THAT CULTURE -
GIFT SOMETHING TO THAT COMMUNITY AND THAT CONVERSATION
AND MAKE SURE ITS A DEPOSIT AND NOT A WITHDRAWL

31. NOW YOU JUST NEED TO
TELL A STORY
*NOT JUST YOUR OWN

33. S T O R Y
SO WHAT IS A

34. STORIES ARE FREE
OF OBLIGATION

35. NON-COMMERCIAL VALUE EXCHANGE
A STORY IS A
WITH THE AUDIENCE

36. THINKING LIKE A MARKETEER
WITHDRAWL FROM POPULAR CULTURE

37. WITHDRAWLS FROM POPULAR CULTURE ALWAYS FAIL

38. THINKING LIKE A MEDIA PUBLISHER = DEPOSITS INTO POPULAR CULTURE

39. AND (ALMOST) ALWAYS WINS

40. 253 MILL VIEWS
1) WHAT CONVERSATIONS IS THE BRAND INTERESTED IN OWNING
SHARE OF VOICE IN AND CONTRIBUTING TO IN EACH TERRITORY ??

41. 2) LISTEN TO AND MEASURE THE PRE-EXISTING SOCIAL TRENDS AND
CONVERSATIONS IN EACH TERRITORY
40 million pictures tagged with #tbt on Instagram,
23 million with #throwbackthursday

42. 3) BUILD UNBELIEVABLE CONTRIBUTIONS TO CAPTURE AND
INFLUENCE THAT CULTURAL CONVERSATION IN THAT TERRITORY

43. 5) OPTIMISE EVERYTHING IN REAL TIME BASED ON HOW THE
CONVERSATION IS CHANGING

44. 6) FOLLOW THE CONVERSATION AND FEED IT WITH EVEN MORE UNIQUE
AND COMPELLING CONTENT

45. 7) IF NEEDS BE - WALK INTO THAT CONVERSATION WITH AN
ICON OF POPULAR CULTURE IN EACH LOCAL MARKET

46. 8) CHOOSE THE LOCAL INFLUENCERS BEST SUITED TO INFLUENCE
THAT CONVERSATION IN EACH TERRITORY

47. EVERY LOCAL MARKET CAN THINK LIKE AN INSIDE TRADER
WE CAN WATCH THE TRENDS AND THEN OWN THOSE THAT WORK
FOR EACH MARKET…

48. STOP INTERRUPTING CULTURE AND START CONTRIBUTING TO IT

49. CHILL.

50. SOCIAL MEDIA IS
THE DIGITAL
DOCUMENTATION OF
POPULAR CULTURE
WHICH MEANS WE ONLY
HAVE TO LISTEN TO
UNDERSTAND IT AND
KNOW WHAT TO MAKE

51. DON'T PANIC / LETS DEMYSTIFY - ITS ABOUT THE MOST BASIC
TENANT OF COMMUNICATION

52. CALL AND RESPONSE

53. +
MEDIA IS
NOW A
MARKET

54. TO DETERMINE DEMAND BEFORE THEY SEND SUPPLY
SMART BUSINESSES KNOW HOW TO USE DATA SIGNALS

55. SMART BUSINESSES KNOW HOW TO USE
DATA SIGNALS TO DETERMINE EXACTLY
WHERE + WHEN DEMAND EXISTS

56. PEOPLE ARE ALREADY
DROWNING IN CONTENT
NO ONE WILL THANK
US FOR MAKING MORE

57. ITS VERY EXPENSIVE TO
CREATE SUPPLY WHERE
THERE IS NO DEMAND

58. AND THE SAME IS
TRUE OF CONTENT

59. 300 HOURS OF
CONTENT IS
UPLOADED TO
YOUTUBE
EVERY MINUTE
THE MAJORITY OF
THAT IS SEEN BY LESS
THAN 100 PEOPLE

60. AND MEANWHILE BACK IN THE BORED-ROOM

62. IN THIS CALL AND RESPONSE MODEL THE HUMAN ENERGY RELEASED IS
BEYOND ANYTHING WE CAN PLAN FOR…AND IT WILL MELT DOWN ANY TYPE
OF BARRIER