bonchek - (back to) the future of marketing - social media week - ny
Post on 17-Oct-2014
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Brand Innovators – New York @MarkBonchek
(Back to) The Future of Marketing
EVERY-
THING
HAS
CHANGED
Nothing Has
Changed
New Media in the late 1800s
User-Generated Content
Reviews and Ratings
Word of Mouth
Social Coupons
Crowdsourcing
Idea Exchange
Social Shopping
ShopYourWay
New Media in the 1920s
Media Platforms
Content Marketing
“What is it you
want to know?
Our Farm
Advisor can tell
you how to
accomplish
more for your
work.”
Craftsman Experience /
Kenmore Live Studio
FitStudio
Media was “social”
before social media.
Media was “social”
before social media.
We just have much
better tools today.
Technology changes.
People don’t.
150
Dunbar’s Number
EVERY-
THING
HAS
CHANGED
Nothing Has
Changed
From Gutenberg
To Zuckerberg
One-to-Many
Many-to-Many
Broadcast
Blowback
We need to update our
mental maps
The New Mindset
Information Conversation
Transaction Relationship
Audience Community
Content Context
Push Pull
Targets
Orbits
Gravity Field Generators
iTunes
App StoreiCloud
Nike+
Nike ID Nike Fuel
CREATE
SOCIAL GRAVITY
CO
NTE
NT
CO
NV
ERSA
TIO
N
CO
LLA
BO
RAT
ION
CO
MP
ETIT
OIN
CONSTITUENCYCULTURE
CONTEXT
CURRENCY
CORE PURPOSE
COMMUNITY
CU
RA
TIO
N
CO
MM
ERC
E© Mark S. Bonchek, 2012
Social Architecture