converged communications new ideas of influence alternate ending

Hi.

Iʼm Faris

Iʼm the Digital Ninja at Naked Communications

This is a presentation Iʼm giving at the WARC Influence conference on 3rd July - but it has an alternate ending. There is also a corresponding article in Campaign

on the same day. Itʼs an experiment in transmedia presentations.

Itʼs about 3 things - this is one of them

THE NEW IDEA CONSUMER

Itʼs about 3 things - this is one of them

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THE FORM AND FUNCTION OF BRANDS

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This part of the presentation only exists in the version Iʼm presenting at the conference - this verison has a different ending. Iʼll post about this later.

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HOW TO WIN FRIENDS AND INFLUENCE PEOPLE

This part of the presentation only exists in the version Iʼm presenting at the conference - this verison has a different ending. Iʼll post about this later.

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THE NEW IDEA CONSUMER

So this is the start of part one

THE SINGULARITY

Here I talk about Mark Prensky and his idea of the singularity - he came up with the Digital Native / Immigrant opposition

EACH GENERATION WILL BECOME MORE DIGITAL THAN THE LAST


“Our focus should be not on emerging technologies but on

emerging cultural practices.” – Henry Jenkins, Professor of

Comparative Media, MIT and author of Convergence Culture: When Old

and New Media Collide!

Look at what the monkey is doing - not what kind of phone he has

P.S. there are a few monkeys / apes in this deck - sometimes they represent people

FROM VIEWING...

This is how media used to be - something you viewed, passively

TO DOING

But digital natives have grown up consuming media actively. Itʼs a different mode of consumption.

PASSIVE

Passive idea consumption leads to thinking of creativity as a product - something sealed, perfect final, sent into the world

PASSIVE

PRODUCT

Passive idea consumption leads to thinking of creativity as a product - something sealed, perfect final, sent into the world

ACTIVE

But active idea consumption requires a corresponding shift in how we think about creativity - I think itʼs better thought of as a process - with gaps in it, that people can fit into

ACTIVE PROCESS

But active idea consumption requires a corresponding shift in how we think about creativity - I think itʼs better thought of as a process - with gaps in it, that people can fit into

WEB 2.0 IS ALL ABOUT DOING

But most people who grew up before, have learned passive media behaviours and wonʼt change - so we have bimodal idea audience from here on

This slide has a video about the future on it that we made - Iʼll post it when I get back from London.

WHERE OLD AND NEW MEDIA COLLIDE: CONVERGED COMMUNICATIONS

So the point from this section is that from here on in communication campaigns need to consider two conceptually different audiences at the same time - passive and active. This is what I meant by Converged Communication.

THE FORM AND FUNCTION OF BRANDS

The function of brands have evolved over time. One of the functions they play now is a cognitigve heuristic - a rule of thumb - that we use so we donʼt have to make really annoying decisions about functionally similar products at the supermarket.

The form of brands, the way they express themselves, thus far has been delineated by the form and relative scarcity of the transmission vector: films go on TV, and airtime is expensive so it comes in 30 second chunks

DIGITAL IS DIFFERENT

Itʼs different for lots of reasons, but one of them is the fact that those two parameters melt away: online brands can be anything [film, text, sound, game, function, whatever] and there is no scarcity of bandwidth

22ATTENTION SCARCITY

Whatʼs scarce is attention - itʼs a resource being allocated - hence the idea of the attention economy. And - because there is infinite bandwidth, it gets too hard to buy attention - you have to find ways to earn it.

CONVERGENT

This is one of the qualities of new ideas that earn attention.Convergent: every idea, image, story, brand and relationship will playitself out across the broadest range of channels, requiring a corresponding increase in the complexity of brand narratives, tapping the long tail of the brand.

Recombinant: “The remix is the very nature of the digital” - William Gibson said that.And as all media becomes digital, the remix will become its dominant construct. How people consume media: no longer passive but recombinant and collaborative.Normalised via Ctrl C and Ctrl V, a generation has emerged that naturally treat ideas as themselves recombinant, and as inputs to further remixing.

NETWORKED

And networked: ideas will have engage with the way we are all connected - and we tend to use content passed around as a form of phatic communication

TRANSMEDIA NARRATIVES

This is an idea from the book I mentioned earlier - Convergence Culture - narratives that break down elements of the plot into different channels that form knowledge communities to rebuild the narrative world

transmedia elements

media neutral planning

One single thought endlessly re-iterated

transmedia planning

Different bits in different places, forming brand communities who recompile them

APPLYING THE PRINCIPLES TO AN AD

PROCESS

NETWORKED

INTERACTIVE

REMIXED

http://www.youtube.com/watch?v=6X_vAzixa6s



RE-APPROPRIATED

http://www.youtube.com/watch?v=HC65uIu0j-Y



CONTENT IS THE MEDIUM

So all the slides above about Paint show how we tried to turn at TV commerical into a process, and incorporate some transmedia elements in it. One way of thinking about this is that the content becomes a medium for a two way conversation - people remix or spoof it as a reply, pass it on as a comment, that sort of thing.

farisyakob.com

or

Google “faris”

Thanks!

converged communications new ideas of influence alternate ending

Business

3 things