Social Punk 101
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The document discusses the evolution of marketing in the digital age, emphasizing the importance of context and value creation over traditional messaging. It highlights the shift from broadcasting to engaging with consumers as active participants through social media and transmedia experiences. Notable examples include the 'daily monster' project and a focus on brands needing to listen and care about consumer engagement in real life.
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![numero
skype
3.
from listening
to caring...
how can brands make it ?
[live demo] : skype conference call with Gavin Heaton - Director of Social Media, SAP - co-Editor of the Age of Conversation](https://image.slidesharecdn.com/socialpunk101-slideshare-100509150751-phpapp01/85/Social-Punk-101-37-320.jpg)
![numero twit
t er
4.
lets see how
brands are
listening...
[live demo] : using TweetDeck to get the Twitter pulse of a brand - conversations around brand - engagement of brand... or not](https://image.slidesharecdn.com/socialpunk101-slideshare-100509150751-phpapp01/85/Social-Punk-101-39-320.jpg)
![Transmedia content is part of a shift away from talking about "appointment-
IMAGE by FUTUREANCIENT on FLICKR.COM
based television" where we race home to watch our favorite show when it is aired
and towards "engagement-based" television, where our passionate interest leads us
to seek out the programs we want when we want. Transmedia content is designed
to intensify our engagement and generate fan loyalties rather than offering the
"least offensive option" available in a particular time slot.
The Huf鍖ngton Post article: In a Social Network World, Whats the Future of TV?
by Henry Jenkins [author of Convergence Culture]](https://image.slidesharecdn.com/socialpunk101-slideshare-100509150751-phpapp01/85/Social-Punk-101-53-320.jpg)
![numero video
6.
CASE-story
heineken
are you still with us ?
[source : JWT.com - http://www.youtube.com/watch?v=tEqJV1acgN4 ]](https://image.slidesharecdn.com/socialpunk101-slideshare-100509150751-phpapp01/85/Social-Punk-101-54-320.jpg)
Social Punk 101
- 1. SOCIAL punk IMAGE by FUTUREANCIENT on FLICKR.COM Luc Debaisieux mindblob.typepad.com @mindblob 101
- 2. Helge Tenn淡 - We Need Change
- 3. the context has changed IMAGE by MUMBLES047 on FLICKR.COM
- 4. LICKR.COM 1 on F IMAGE by RJSEG Helge Tenn淡 - Context Marketing AS THE AIR AROUND OUR CITIZENS THICKENS WITH UNWANTED MESSAGES AND INTERRUPTIONS THE GOAL SHOULD NOT BE TO ADD TO THE UNWANTEDNESS BUT TO CREATE DELIBERATE AND APPRECIATED VALUE
- 5. ? whats IMAGE by CARLCOXSTUDIOS on FLICKR.COM k that big thing OK, Im curious... on the web
- 6. information ? IMAGE by GLENN LOOS -AUSTIN on FLICKR.COM
- 7. IMAGE by DESIREE DELGADO on FLICKR.COM knowledge ?
- 8. IMAGE by THOMAS LESTER on FLICKR.COM shopping ?
- 9. IMAGE by TONOPAH on FLICKR.COM entertainment ?
- 10. ! probably BORI NG but theres something IMAGE by FUTUREANCIENT on FLICKR.COM else too !
- 11. people ! (as active participants) IMAGE by FUTUREANCIENT on FLICKR.COM
- 12. stories stories stories stories IMAGE by RHINMAN on FLICKR.COM
- 13. conversation conversation conversation conversation IMAGE by G. BREMER on FLICKR.COM
- 14. numero exam ple 1. the age of conversation
- 15. ti on er sa co nv ge of th eA
- 16. ti on er sa co nv ge of th eA GAVIN HEATON DREW MCLELLAN
- 17. ti on er sa co nv ge of th eA from DROP to WAVE
- 18. ti on er sa co nv ge of th eA COMMUNITIES matter
- 19. ti on er sa co nv ge of th eA
- 20. STREET ART IN MONS TALENT TALENT uchet] d辿ric B FAB FLICK R SET by yOuKfOu [Fr辿 T ALENT T ALENT
- 21. numero exam ple 2. the the delune monsters
- 22. ART in the maison delune (JWT Belgium Headquarters)
- 23. introducing... THE "DAILY MONSTER" by Stefan G. Bucher
- 24. becoming... THE DELUNE MONSTERS by Stefan G. Bucher
- 25. THE DELUNE MONSTERS by Stefan G. Bucher STEFAN G. BUCHER comes from Germany, lives in LA designer ex Art Director at Wieden+Kennedy blogger The Artist tsit rA ehT author of the "DAILY MONSTER"
- 26. THE DELUNE MONSTERS by Stefan G. Bucher
- 27. THE DELUNE MONSTERS by Stefan G. Bucher 100 DAYS 100 MONSTERS DRAWN THIS WAY http://www.youtube.com/watch?v=HmXY3Q-2JkM
- 28. THE DELUNE MONSTERS by Stefan G. Bucher http://www.vimeo.com/4923333
- 30. WITH THE RISE OF THE 2.0 WEB PLATFORMS, CONSUMER MOBILE IMAGE by GUBATRON on FLICKR.COM EQUIPMENT AND SOCIAL MEDIA, PEOPLE NOW PUBLISH THEIR OWN CONTENT ON INTERNET
- 31. PLE ARE empow er ed PEO IMAGE by GUBATRON on FLICKR.COM
- 32. IMAGE by THOMAS LESTER PHOTOGRAPHY on FLICKR.COM the and glo yj ve ust it ! Socia psycho BR logy more IAN SOLI iology and about soc ology. l Media is than techn S - Princip Works al of Future
- 33. lc om e (anym ore) S H n ot w e P U is ODELS ARE B RO KEN Digital ] IMAGE by PARISPASSION on FLICKR.COM M WTF? lman AGENCY e of Adv ice Pre . r tising sident - Ede 際際滷s Th hare MANO re e Futu [Senior V DAV ID AR
- 34. IMAGE by SHADYCAM on FLICKR.COM BRANDS n l n eed ea SK IL to rn ew LS
- 35. IMAGE by TIM RONCA on FLICKR.COM are you listening, punk ?
- 36. IMAGE by CARF on FLICKR.COM simply... care ? you do
- 37. numero skype 3. from listening to caring... how can brands make it ? [live demo] : skype conference call with Gavin Heaton - Director of Social Media, SAP - co-Editor of the Age of Conversation
- 38. io ns ac t en t nt er em i ga g & en David Armano - Social Media is Dead - Long Live Common Sense
- 39. numero twit t er 4. lets see how brands are listening... [live demo] : using TweetDeck to get the Twitter pulse of a brand - conversations around brand - engagement of brand... or not
- 40. context matters! IMAGE by POPAITALY on FLICKR.COM MERCADO CENTRAL DE VALENCIA - NOV 2009 - Real people, real context, real LIFE
- 41. IMAGE by FUTUREANCIENT on FLICKR.COM lets think context MARKETING WE ARE MOVING FROM MESSAGING TO SERVICES, FROM UNWANTEDNESS TO Helge Tenn淡 - Context Marketing CREATING DELIBERATE VALUE
- 42. IMAGE by FUTUREANCIENT on FLICKR.COM lets think context MARKETING BEING ACCESSIBLE WHEN AND HOW PRODUCTS ARE USED OR WHERE OUR COMPANY AND ITS VALUES ARE RELEVANT WILL BE OF VITAL IMPORTANCE TO BRANDS OWNING THE EXPERIENCE IS CRUCIAL Helge Tenn淡 - Context Marketing
- 43. IMAGE by XIXIDU on FLICKR.COM context product THE NEW CHALLENGE IS ALL ABOUT UNDERSTANDING THE ABILITIES, EMOTIONS AND ACTIVITIES OF A SITUATION (THE CONTEXT) AND BECOMING A VALUE CREATOR WITHIN THE CONTEXT Helge Tenn淡 - Context Marketing
- 44. numero video 5. CASE-story mercado central de valencia http://www.vimeo.com/7726069
- 45. IMAGE by FUTUREANCIENT on FLICKR.COM THE EXPERIENCE, THE UTILITY, THE VALUE GO FAR BEYOND INTERNET AND DIGITAL, BECAUSE AT THE END OF THE DAY... ALL IS HAPPENING IN REAL LIFE !
- 46. IMAGE by FAIRPLEX - HOME OF THE L.A. COUNTY FAIR on FLICKR.COM I DONT KNOW WHAT TV IS ANYMORE JAY LENO TO THE LOS ANGELES TIMES - SEPT. 2009
- 47. OLD MEDIA IS NOT DEAD ! it needs a NEW set of SKILLS too IMAGE by JONATHAN_HAWKINS on FLICKR.COM
- 48. cy es en iv rr s l cu e ew eopl en sp th er ns id co Helge Tenn淡 - Post-digital Marketing 2009
- 49. IMAGES by DAN TAYLOR - BERTHAGENDOORN - NEDRICHARDS - - on FLICKR.COM LETS THINK ABOUT HOW WE CAN DRIVE CONTENT ACROSS PLATFORMS AND CREATE NEW EXPERIENCES
- 50. IMAGE by KIM THE STAR PRINCESS on FLICKR.COM LETS THINK ABOUT HOW WE CAN ADD VALUE TO THE CONTEXT FROM CONTENT PRODUCERS TO CONTEXT PRODUCERS
- 51. IMAGE by MATTHEW ARMSTRONG on FLICKR.COM LETS THINK ABOUT HOW-WHERE-WHEN WE CAN ENGAGE CONVERSATION FACILITATE CONVERSATION AND BECOME PARTICIPANTS
- 52. Lets think LICKR .COM EL on F AND DONAB by EWEN IMAGE TRANSmedia experience IMAGE credits F OX.COM
- 53. Transmedia content is part of a shift away from talking about "appointment- IMAGE by FUTUREANCIENT on FLICKR.COM based television" where we race home to watch our favorite show when it is aired and towards "engagement-based" television, where our passionate interest leads us to seek out the programs we want when we want. Transmedia content is designed to intensify our engagement and generate fan loyalties rather than offering the "least offensive option" available in a particular time slot. The Huf鍖ngton Post article: In a Social Network World, Whats the Future of TV? by Henry Jenkins [author of Convergence Culture]
- 54. numero video 6. CASE-story heineken are you still with us ? [source : JWT.com - http://www.youtube.com/watch?v=tEqJV1acgN4 ]
- 55. nt n te io on at c ip om tic fr r to pa
- 56. THANK please shoot your questions or comments ! you Luc Debaisieux - @mindblob - mindblob.typepad.com