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Digital Strangelove – or How I Learned To Stop Worrying And Love The Internet October 19, 2009

Posted by David Gillespie in advertising, best of, business strategy, digital strategy, social media, social networks, storytelling, strategy, technology.
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37 comments

I mentioned last week I had been staying in on weekends and up at night trying to get everything I was thinking about out of my head. The space I feel was created in my head is amazing, leaving room to think about a bunch of other projects I have on the go but have also played second fiddle to this.

I’m not presenting the below presentation as gospel, if I may be so bold as to quote myself, I am not looking for right, just for least wrong, as one of the premises I state in the presentation is that so much of this space will continue to change for a long time to come.

The deck covers a lot of ground, mainly from the point of view of where we are right now in the evolution of the Internet and culture, and where I think we’re going. I welcome feedback of all kinds, from bursts of agreement to arguments against each and every slide.

If I have moved the conversation along in even the slightest way, I have succeeded. As always, thanks for reading, I really appreciate your time.

Make your problem somebody else’s November 18, 2008

Posted by David Gillespie in digital strategy, marketing, social media, web 2.0.
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2 comments

Experiences facilitated by brands but not about brands – David Gillespie (broken record).

Entertainment, content of all shapes and sizes, offline, online, anywhere you like it. The problem could be a lack of conversation, and when you give the community around your offering the tools and platforms to make themselves heard, you take a step towards something much bigger than where you’ve been before. As I said when I called social media out, the exciting thing about where we are in our digital evolution is for the first time in our history it is as easy to create content as it is to produce it.

So what are you doing with this opportunity?

User-generated content was the first ham-fisted attempt to do something creative in this space, but it is only going to get better as organisations get more comfortable with the conversation going on about them. There is no silver bullet when trying to harness the enthusiasm of your tribe and align it with an organisation’s goals, this quote from Henry Jenkins though will steer any effort in the right direction:

The key is to produce something that both pulls people together and gives them something to do…I don’t have to control the conversation to benefit from their interest – Henry Jenkins – MIT

If your problem is nobody knows about you, make that the community’s issue and give them a reason to talk. Rally the tribe and give them purpose, make your anonymity their problem, let them solve it in their way. If you’ve been good to them along the way, they will reward you more than your own efforts ever will.

Image courtesy of paf triz, with thanks to compfight.
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You and me, and the games people play September 23, 2008

Posted by David Gillespie in branding, conversation, creativity, digital strategy, marketing, philosophy, social media, web 2.0, work/life.
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Content. Engaging content. Stories being told. Experiences facilitated by brands but not ABOUT brands. The logical extension of “This program was brought to you by…” in life after the 30-second spot is entertainment created solely for or by a brand. Entertainment that doesn’t ram a message home, but simply offers it up on a plate and says “Hey, yeah we did this. Hope you dig it.” The goal is of course still re-enforcement of whatever your brand’s values are, but there are better ways to do it than to just spit out a tagline.

The below quote from Henry Jenkins sums it up for me. I’m trying to figure out where it came from, it’s been sitting in my drafts folder for quite sometime…ahh here it is. I <3 Google.

The key is to produce something that both pulls people together and gives them something to do…I don’t have to control the conversation to benefit from their interest

That ties in nicely to something I read over on Slideshare the other day (found by way of my friend Tim’s Insight + Ideas blog) that I liked so much I wrote on a Post-It and stuck it to my screen at work:

Autonomy (the ability to make a choice) plus Competence (a feeling like you have the necessary resources to make that choice) plus Relatedness (a sense you are working together towards a common goal) equals Happiness.

Maybe even a good deal of love for your brand.

First image courtesy of via, with thanks to compfight.

Second image courtesy of my own bad self.

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