Creative writer!
zlaan_
noah_brier.pdf
Hiya.
Noah Brier
I’m @HeyItsNoah
2011
2012
2013
2014
What am I going to talk about today?
1 How did we get here?
2 What’s it like to be an entrepreneur?
3 What do you need to compete?
Part 1: How did we get here AKA let’s talk about content marketing etc.
“Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc.”
Wikipedia
The web phase of digital
Search
Microsites
Banners
Social changed content marketing forever.
Moving from campaigns
What should I tweet about?
Social 2010
Facebook valuation was insane
Value of Facebook shares
$11,000,000,000 2010
Twitter: Had a vision for a business model
LinkedIn: Professional network without content
No Pinterest
Google: A search company
No global social platforms
Social Marketing: 2010
Social Microsites
Customer Service
What happened?
What happened? Mobile
Mobile changed AND simplified everything
Growth in mobile Platform adoption Ramps (Linear scale)
M ill
io ns
o f U
se rs
0
100
200
300
400
500
600
700
800
900
1000
Quarters after launch 0 4 8 12 16 20 24
Android iOS
Asymco
Social: 2014
Facebook valuation
Facebook has1.19 billion monthly active users of which 874 million accessed the site from a mobile device.
Value of Facebook shares
$163,000,000,000 2013
Twitter has gone public
Almost all Twitter’s growth and monetization is centered around Mobile.
Value of Twitter shares
$30,000,000,000 2013
LinkedIn: $25B
Up and coming platforms
$ 4,000,000,000 $ 3,500,000,000
Google: G+ is the future of the company
The new world Market Value in Billions
BI Intelligence
Bi lli
on s
100
200
300
400
500
600
700
Social/Mobile Traditional Media
LinkedIn Twitter Facebook Google CBS Viacom Disney Comcast
Whats next?
The 'message' of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs.
Marshall McLuhan
Scale
Scale Global
Global Social: 2009
Global Social: 2013
Largest Social Networks in the world
Sina Weibo
Google+
Qzone (China Only)
YouTube
Tumblr
Tencent Weibo
Youku (China Only)
Tudou (China Only)
Billions 0 100 200 300 400 500 600 700 800 900 1,000 1,100 1,200
LINE
Monthly Active Users (Unless Noted Otherwise)
236
500
350
327
712
1,000
300
240
220
184
175
150
114
275
1,155
Source: Company Filings, News and Company Announcements, GlobalWebIndex
Twitter international reach M
ill io
ns
0
50
100
150
200
250
300
2010 2011 2012 2013
Source: SEC Filings
Total
US
Pace
Pace Stream
The most used gesture in the world
Creation and consumption
Pattern
Pattern Content
Number of photos shared per platform
400M 350M 350M 55M
Even search
7 of the top 8 signals in search are social
SearchMetrics | Ranking Factors Overview 2013
0 0.1 0.2 0.3 0.4
Google +1
Facebook Shares
Number of Back-Links
Facebook Total
Facebook Comments
Facebook Likes
Tweets
Spearman Correlation - Study of Google Search Results
Amount of content is growing
Note: * 1 zettabyte = 1 trillion gigabytes. Source IDC report “Extracting value from Chaos” 6/11
D ig
ita l I
nf or
m at
io n
C re
at ed
& S
ha re
d (z
et ta
by te
s)
0
1
2
3
4
5
6
7
8
2005 2007 2009 2011 2013 2015E
Technology not only changes marketing it creates a new marketer
A marketer that moves from campaign based communication to sustained communication.
A marketer that not only controls the message to external audiences but also to the employee base.
A marketer that moves from buying media to building systems.
To Conclude
To Conclude The Content Marketing Revolution is here.
Social was the catalyst for redefining marketing
Mobile was the catalyst that changed the scale of social
Content is the only way in to these essential spaces
Currently only 40% of the world is connected to the internet. By 2018, almost everyone will be connected.
We live in amazing times
Part 2: What’s it like to be an entrepreneur?
Life on the tracks
Startup = Growth
Tools > Process
What’s the number one job of a product company?
What’s the number one job of a product company? To build a company that can create products.
What is a product?
“Thing produced by labor or effort.”
This definition isn’t helpful.
Okay, but what do we mean by “product” at Percolate?
1. Packaged
2. Duplicatable/Scalable
3. Solution-Oriented
Okay, but what do we mean by “product” at Percolate?
1. Products don’t have to be new
2. Products don’t have to be sellable
3. Products don’t have to be differentiated
4. Products don’t need any code
Where do products come from and what are they for?
Where do products come from and what are they for? The short answer: Opportunities.
An opportunity is a problem, action or behavior that could be solved, improved, or made more efficient by being turned into a product.
Solved
Improved
Made more efficient
Where do opportunities come from?
Where do opportunities come from? Observation of users, clients, or yourself.
Observing everyday interactions reveals subtle details about how we relate to the designed and natural world. This is key information and inspiration for design, and a good starting point for any creative initiative.
Thoughtless Acts
Spotting product opportunities requires looking at the world differently.
Spotting product opportunities requires looking at the world differently. Look at causes, not results.
How did it come to be?
What is the need it addresses?
Why did it happen this way?
What are its unintended impacts?
Observation of people’s everyday interactions can help [you] discover what people need in a given context and hence the opportunities for design.
Thoughtless Acts
It’s a mistake to interpret observations too literally, though … When we dig deep enough, behavior that might at first seem arbitrary, surprising, or idiosyncratic usually has an insightful explanation.
Thoughtless Acts
What about when observation isn’t enough?
If you ask someone a high-level question about problems with their job you’ll generally get nebulous answers about how they hate their nosy co-workers or are afraid of angering their bosses.
Jason Fried
Can you walk me through exactly how you do this currently?
Are there any repetitive tasks you have to perform every day?
What, exactly, is the process this goes through to get to its conclusion?
Specific > General
Never stop “why-ing”
So, what are the key take aways?
Product opportunities are everywhere, you just need to see them.
Identifying opportunities often requires asking why … and then asking why again.
Products are packaged, scalable, and solution-oriented.
Success depends on our ability to spot opportunities and fill them with products.
Plus a few bonus things to ponder.
What actions do I repeat daily or multiple times a day?
Is there a process or technique I use that someone else could be helped with?
What is the one thing that always annoys me when I have to do it manually at work?
Part 3: What do you need to know? AKA best of Noah at UofM.
Ever-wassers.
Never-BetterBetter-Never Blade Runner Utopia
Ever-Waser Montana
Adam Gopnik
“Ever-Wasers insist that at any moment in modernity something like this is going on, and that a new way of organizing data and connecting users is always thrilling to some and chilling to others–that something like this is going on is exactly what makes it a modern moment.
“
McLuhan
Marshall McLuhan
Marshall McLuhan
“The 'message' of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs.“
Marshall McLuhan
“The 'message' of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs.“
Scale The shift of size or space that we inhabit and/or how we perceive it.
Pace The changes in speed introduced and/or perceived.
Pattern The transformation of shapes and structures we use to organize ourselves and the world around us.
Marshall McLuhan
“The railway did not introduce movement or transportation or wheel or road into human society, but it accelerated and enlarged the scale of previous human functions, creating totally new kinds of cities and new kinds of work and leisure.
“
Networks
!Let’s talk about networks.
!But first let’s talk about bells.
A few underachievers
Lots of average
achievers
A few overachievers
Albert-László Barabási
“Why did we have to wait until 1999 to discover the impact of hubs and power laws on the behavior of complex networks? The answer is simple: We lacked a map. The few network maps available for study before the late 1990s had a few hundred nodes at most. The enormous World Wide Web offered the first chance to examine the intricate anatomy of large complex systems and established the presence of power laws. As other large maps followed, we gradually understood that most networks of practical interest, from the language to the sex web, are shaped by the same universal laws and therefore share the same hub-dominated architecture.“
Our technology informs our understanding of ourselves and the world around us.
Marshall McLuhan
“We shape our tools and thereafter our tools shape us.“
Brand vs. Utility
Utility A measure of the
relative satisfaction from consumption of
goods.
UTILITY
UTILITY
SA T
IS FA
C T
IO N
Satisfaction Fulfillment of one's
expectations or needs.
EXPECTATIONS !
SATISFACTION !
UTILITY
Innovation
What is innovation anyway?
1. Invention (Creation of a new idea or process) 2. Innovation (“Arranging the economic requirements for implementing an invention”) 3. Diffusion (Adoption and imitation)
Library of Economics and Liberty: http://www.econlib.org/library/ Enc/Innovation.html
1. Invention (Creation of a new idea or process) 2. Innovation (“Arranging the economic requirements for implementing an invention”) 3. Diffusion (Adoption and imitation)
Library of Economics and Liberty: http://www.econlib.org/library/ Enc/Innovation.html
Innovation is essentially a business affair: The commercialization of a new idea or process.
"The reason why Schumpeter stressed this difference [between invention and innovation] is that he saw innovation as a specific social activity (function) carried out within the economic sphere and with a commercial purpose, while inventions in principle can be carried out everywhere and without any intent of commercialisation. Thus, for Schumpeter innovations are novel combinations of knowledge, resources etc. subject to attempts at commercialization (or carried out in practice)."
- “A Guide to Schumpeter”, Jan Fagerberg
Let’s talk about invention versus innovation.
So for now let's define innovation as the adaptation of an existing invention, idea or process for the purpose of commercialization.
(1) The introduction of a new good-that is one with which consumers are not yet familiar-or of a new quality of a good. (2) The introduction of a new method of production, that is one not yet tested by experience in the branch of manufacture concerned. (3) The opening of a new market, that is a market into which the particular branch of manufacture of the country in question has not previously entered, whether or not this market has existed before. (4) The conquest of a new source of supply of raw materials or half-manufactured goods, again irrespective of whether this source already exists or whether it has first to be created. (5) The carrying out of the new organization of any industry, like the creation of a monopoly position (for example through trustification) or the breaking up of a monopoly position.
Can something be innovative but not commercially successful?
If commercial viability is the main measure of innovativeness than innovation is an effect, not a cause: A measure of success, not a part of the process.
Innovation = Invention + Adaptation to the market + Diffusion
Sum it all up.
Sum it all up. Change is inevitable.
It’s programmed into people
And society.
How do things change?
How do things change? Why do things change?
How do things change? Why do things change? And what’s actually changing now?
