this can change everything

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Thoughts on Game Changers We’re Living and Expecting

ThisCan Ch ngeEverything

iMedia Breakthrough Summit 3/21/11

#imediasummit

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Three months ago I was planning on talking about Bieber as proof of Game-Changing via the Platform

#jan25 #SXSW4Japan

#Pray4Japan

The world changed by a hashtag in amplification, support, fund-raising and response

Game DriversWhat’s Working:• Moore• Metcalfe• People

Right Since 1965

+ People

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Game DriversNew Rules. No More:• Zero-Sum, Winner-Takes All Game Play• One-size Fits All Game Book• Objectifying Channels/Technology• Excuses or barriers• Consumers Collaborators, Contributors,

Curators and Champions

5

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Game Changers• SOLOMO• Everyone’s a Maker• Gamification of Everything• Caring

6

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SOLOMOCredit: Kleiner Perkin’s John Doerr

Not one platform but combination of them

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SOLOMO for Marketers• Shipments of smartphones & tablets will exceed

desktops/laptops in 2011• US mobile searches grew 4X last year• Google forecasts 16% 2011 searches will be mobile• Google says 1 in 3 mobile searches are local• Converts like crazy: after searching for a local

business, 61% of users called and 59% visited• 74% of consumers have purchased as result of using

smartphone while shopping• 79% of marketers don’t have mobile optimized sites

Credit: Mary Meeker @Google’s Think Mobile 2/10/11 http://www.youtube.com/watch?v=sZO9e1wV23U8

Is All Marketing Essentially Local?• Simple place to

start for Brands• Increase

connection and relevance

• Can we also reduce reliance on coupons?

Foursquare & American Express• Austin, TX test

during SXSW• Spend $5 get $5• Option to

donate $1 for $5 of spend

• Redemption notification arrives before the Latte

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Everyone’s A Maker• Kickstarter• Shapeways• iMovie

Funding an Idea• Told it couldn’t

be done• Informed of

inferior unit-economics

• Over-sold in first 30-days

• Buyers are brand collaborators & champions

$25

$50$75

http://kck.st/ifapplemadewatches

Small-Batch Makers• Design idea in

CAD software• Launched in

eStore with JIT Printing/manufacturing

• $5 million round with USV 09/2010

Telling a story• Captured “man-

on-the-street” style videos at SXSW to accompany this presentation

• Edited in iMovie on iPad2

• Production to distribution

Change Everything Interviews in iMovie

http://bit.ly/changeeverythingWatch the video:

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Gamification of Everything• SocialGaming• News• Everyday Tasks

It’s That BigSocial Gaming is bigger than:• UK in daily

participation• US in monthly

audience• eMail in time

spent• Gaming• 100mm in <7

weeks

Zynga and 7-11

• Impacted nearly every KPI in retail:

• Daypart• Frequency• Demographic

diversification• Basket mix• Favorability

The Texas Tribune’sSticky News• Qrank App• Integrates with

Content Management System

• Trivia games around what you’re reading

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Caring• SXSW & iMedia Summit• Dell• 8th Grader/It Gets Indie• Pepsi Refresh Everything

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Caring as a business functionDell’s Social Media Listening Command Center by the numbers:• 7000 trained• 50-person team

in Customer Service

• Tracking ROI

Good for any ageNoah Hornick, a Palo Alto 8th-grader decided to do something to improve things for his GLBT friends. He raised funds to put on an Indie Benefit Concert:

$1 $25

$50

http://kck.st/itgetsindie

Refresh for good• Launched and

learned• More votes than

last election• Latest

developments announced last week at SXSW

• Community• Tie to sales

http://bit.ly/pepsirfrsh

http://bit.ly/pepsirfrshbonin

Shiv Singh & Panel

Bonin Bough & Panel

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Discussion• Q&A?• Discussion

• Connect: @MarkSilva• http://bit.ly/changeeverything

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Thank YouContributions  &  inspirations  from:  Trina  Albus,  David  Armano,  Bonin  Bough,  Tim  Brunelle,  Pete  Cashmore,  Brett  Crosby,  Matt  Dickman,  Frank  Eliasan,  Tarah  Feinberg,  Kate  Hayden,  Jamal  Henderson,  Noah  Hornick,  Joseph  Jaffe,  Guy  Kawasaki,  Lou  Kerner,  Dave  Knox,  Charlene  Li,  Tilly  McLain,  Mary  Meeker,  Jeff  Minsky,  Flynn  Nicholas,  Shiv  Singh,  Reeve  Thompson,  Jennifer  Van  Grove,  AJ  Vaynerchuk,  Gary  Vaynerchuk,  Scott  Wilson,  Ben  Wirz