(20)11 things to think about

MEDIAFRONTA PART OF MCCANN WORLDGROUP

2011 THINGSTO THINK ABOUT

by @inahill – Karina Hillestad, Copywriter @MediaFront

(for brands and marketers)


1. WHAT WILL BE THE NEXT BIG THING?2. CAN WE PREDICT THE FUTURE?3. WHERE TO LOOK FOR INSPIRATION?4. CAN THE BRAND BE THE CURATOR?5. HOW IMPORTANT IS THE PRODUCT?6. WHICH CHANNEL BETTER IS BEST?7. WERE CAN WE FIND THE TRENDS?8. WHAT IS A VIRAL?9. WHAT IS HAPPENING IN THE MARKET?10. IS THERE A KEY TO INNOVATION?11. HOW BIG ARE THE POSSIBILITIES?


"We expect that the next big thing will be a bigger version of the last big thing.

What we don’t expect, yet what is most likely, is that the next big thing won’t look important to us at all—until it’s so important that we can’t ignore it. "

– Brian Eno http://www.prospectmagazine.co.uk/2010/11/brian-eno-next-big-thing/

http://www.prospectmagazine.co.uk/2010/11/brian-eno-next-big-thing/



THE NEXT BIG THING WILL BE NOTHING LIKE THE LAST ONE

The only thing we can be shure of, is that the next big thing will probably be nothing like the previous one.

Who knew that the One Piece would become a success in 2009? What will be the One Piece of 2011?

Can we find some mechanics and other traits shared by the successfull brands and campaigns?

Photo credit: Screenshot from http://www.onepiece.no

http://www

http://www


CREATIVITY DRIVES THE FUTURE Visual Futurist, Syd Mead

– technology tends to build on itself, grow together and cross-reference each other

– technology is just an assistant to the human intellect

– creativity is the creation of putting elements together in different combinations, and creativity drives the future

- science fiction is reality ahead of future

Video resource: http://vimeo.com/17376932

http://vimeo.com/17376932



LOOK AT THE BIG PICTURE FOR INSPIRATION

The following model and words was made by Matt Might who made The Illustrated Guide to a Ph.D, to explain to a fresh batch of students what a Ph.D. is.

Please support his work at http://matt.might.net/articles/phd-school-in-pictures/

http://matt.might.net/articles/phd-school-in-pictures/



IMAGINE A CIRCLE THAT CONTAINS

all of human knowledge

Matt Might


BY THE TIME YOU FINISH ELEMENTARY SCHOOLyou knowa little

Matt Might


BY THE TIME YOU FINISH HIGH SCHOOL

you knowa bit more

Matt Might


WITH A BACHELOR’S DEGREE

you gain a speciality

Matt Might


A MASTER’S DEGREE

deepens thatspeciality

Matt Might


READING RESEARCH PAPERS

takes you to the edge ofhumanknowledge

Matt Might


ONCE YOU’RE AT THE BOUNDARY

you focus

Matt Might


YOU PUSH AT THE BOUNDARY

for a few years

Matt Might


UNTIL ONE DAY

the boundarygives way

Matt Might


AND, THAT DENT YOU’VE MADE

is calleda Ph.D.

Matt Might


OF COURSE

the worlds looks differentto younow

Matt Might


SO,

don’t forgetthe bigger picture!

Matt Might


HOW IS THIS RELEVANT?

Your Ph.D. is your brand,and your field of interest.

Let’s not forget to be inspired by what happensin other fieldsand in the big picture!


WHAT POSSIBILITIES HAVE THE WEB GIVEN US?


Can kids teach themselves?Scientist, Sugatra Mitra

Hole in the Wall (HIW) experiment, where in the year 1999 a computer was placed in a kiosk created within a wall in an Indian slum at Kalkaji, Delhi and children were allowed to freely use it.

The experiment aimed at proving that kids could be taught by computers very easily without any formal training.

Sugata termed this as Minimally Invasive Education (MIE). The experiment has since been repeated at many places.

Video resource: http://www.ted.com/talks/sugata_mitra_shows_how_kids_teach_themselves.html

http://en.wikipedia.org/wiki/HiWEL

http://en.wikipedia.org/wiki/HiWEL

http://en.wikipedia.org/wiki/Kiosk

http://en.wikipedia.org/wiki/Kiosk

http://en.wikipedia.org/wiki/Minimally_Invasive_Education

http://en.wikipedia.org/wiki/Minimally_Invasive_Education

http://www.ted.com/talks/sugata_mitra_shows_how_kids_teach_themselves.html



"Beyond the age of information is the age of choices."

– Charles Eames

" The power of influencers is not new. But having tools available to instantly convey personal opinions is a revolution. As the number of choices expand, our dependence on curators increases proportionally."

- Steve Addis http://curatoreffect.blogspot.com/

http://curatoreffect.blogspot.com/



CAN THE BRAND BE THE CURATOR?

"Discovery is a problem that will always need to be solved."

– John Battelle

1) Help people create an exchange value2) Give them the tools, the motivation, the information to do so3) Represent the culture they serve, be the senter of the thing you do4) Pick the most qualified and enthusiasthic people to represent you

– Douglas Rushkoff http://rushkoff.com/2010/03/25/program-or-be-programmed/

http://rushkoff.com/2010/03/25/program-or-be-programmed/



GOOGLEfind a strong signal LINKScurate it at scale SEARCH ENGINEcurrency HUMAN ATTENTION

FACEBOOKfind a strong signal THE SOCIAL ENGINEcurate it at scale THE FACEBOOK PLATFORMcurrency HUMAN ATTENTION

TWITTERfind a strong signal TWEETScurate it at scale THE TWITTER PLATFORMcurrency HUMAN ATTENTION

TUMBLR, QUORA, GOWALLA?– John Battelle http://battellemedia.com/archives/2010/12/signal_curation_discovery

http://battellemedia.com/archives/2010/12/signal_curation_discovery



"The inflexibility to deal with individual's specific discovery needs is still there...This is an opportunity for every brand."

– John Battelle http://battellemedia.com/archives/2010/12/signal_curation_discovery




THE PRODUCT IS STILL MORE IMPORANT THAN THE TERRITORY

Video resource: http://www.youtube.com/watch?v=BPS9YKGaKQE

http://www.youtube.com/watch?v=BPS9YKGaKQE



WHICH CHANNEL TO CHOOSE?

"A new channel is like a new window in the brands building..."

– Khartik S. http://itwofs.com/beastoftraal/2010/12/20/social-media-roi-what-is-the-roi-of-installing-a-new-window-in-your-organization/

"A truly great story doesn’t need a gatekeeper...it just needs a home."

– The new journalism http://www.twistimage.com/blog/archives/the-new-journalism/

http://itwofs.com/beastoftraal/2010/12/20/social-media-roi-what-is-the-roi-of-installing-a-new-window-in-your-organization/


http://www.twistimage.com/blog/archives/the-new-journalism/



WHAT CHANNEL IS THE NEXT?

"Fish were the developers are"

– Steve Rubel

http://www.steverubel.com/

fish-where-the-developers-are-2011-digital-tr

Share your data with open API!

«Marketers typically don't try to becomeplatforms or court developers, but that's all about to change.

An ever-changing array of platforms will erode our fascination with single venues and get us thinking about how we can hedge our bets by helping developers succeed acrossa portfolio of them.»

Photo resource: http://blog.programmableweb.com/2011/

01/03/api-growth-doubles-in-2010-social-and-mobile-are-trends/

Open API Timeline

http://www.steverubel.com/fish-where-the-developers-are-2011-digital-tr




http://blog.programmableweb.com/2011/01/03/api-growth-doubles-in-2010-social-and-mobile-are-trends/




8: THE MARKET

Sustainability!

Watch video: http://vimeo.com/10718086




The Post-Consumer!

Photo resource: http://darmano.typepad.com/logic_emotion/2009/04/why-marketing-in-a-post-consumer-era-wont-look-like-marketing.html

http://darmano.typepad.com/logic_emotion/2009/04/why-marketing-in-a-post-consumer-era-wont-look-like-marketing.html













A VIRAL IS JUST REALLY GOOD CONTENT that peoplevoluntarilywants to share

Watch video: http://abcnews.go.com/US/video/homeless-man-golden-radio-voice-12539245

http://abcnews.go.com/US/video/homeless-man-golden-radio-voice-12539245




http://www.facebook.com/skittles




EVOLVE OR DIE

Can the five key traits that innovaters share inspire us?

– Kaihan Krippendorff http://www.fastcompany.com/1711531/five-innovative-new-year-s-resolutions?partner=rss

http://www.fastcompany.com/1711531/five-innovative-new-year-s-resolutions?partner=rss



ASSOSIATE

– connect the dots– seek the patterns in seemingly unrelated information– find diverse sources of information and inspiration

THE MUSIC INDUSTRYhttp://www.robyn.com/wedancetothebeat/

THE FASHION INDUSTRY http://looklet.com/

http://looklet.com/

http://looklet.com/

http://looklet.com/

http://looklet.com/

http://looklet.com/

http://looklet.com/

http://looklet.com/

http://looklet.com/


OBSERVE

– observe intensly– spot customer needs and emerging week signals– put your antenna up for this months buzz topics and issues


EXPERIMENT

– try things just to see if they work– sign up to all possible new services– launch beta products- try five low risk experiments on behalf of the brand?


QUESTION

– be curious, walk the journey of discovery– challenge your discoveries– Ask! – When, what, how, who, why?

The mind is not contained to the

cranium. It’s province is of the infinite

imaginative spirit.

http://synapticstimuli.com/Photo resource:

Jung-Yeon Min http://www.kashyahildebrand.org/

zurich/min/index.html

http://synapticstimuli.com/


http://www.kashyahildebrand.org/zurich/min/index.html







NETWORK

– without a precise goal in mind– meet and talk to people with opposing views– get access to a breadth of information - open serendipitous opportunities

Photo resource: http://www.exactitudes.com/

http://www.exactitudes.com/



DO NOT FORGET TO EXLPORETHE UNLIMITED POSSIBILITIES

THE AMAZING WORLD WIDE WEB AND ALL THE SHARERS OUT THERE WHO GIVE AWAY THEIR KNOWLEDGE, TIME AND THOUGHTS FOR US TO BUILD UPON!


[email protected]


"Creativity requires the courage to let go of certainties."

– Erich Fromm


PLEASE, MAKE SHURE TO READ MORE FROM THE ORIGINAL SOURCEShttp://matt.might.net/articles/phd-school-in-pictures/



Jung-Yeon Min http://www.kashyahildebrand.org/zurich/min/index.html



http://www.quora.com/

http://www.onepiece.no













Questions? Contact me @inahill or @mediafront









































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(20)11 things to think about