This presentation is the keynote I gave at the Social Media Monitoring conference held in London this week. Two separate but intertwined threads are key here [1] People and our innate need to connect and collaborate, communicate and co-create [2] Data and its increasingly significant role in all aspects of our lives I ask the following questions: What is advertising in the 21st Century? How can one re-engineer business models to be successful in the networked economy? How does the power relationship between customers and business change - and how can that be beneficial to both? How can one take a networked co-creation approach to the automotive industry? What are the principals and lessons we need to take away from these insights?

1. your data with destiny Alan Moore SMLXL 11.09

2. Draw me a social network

4. Social Networks Few very influential users

5. Social Networks Hierarchical network

6. Social Networks Strong presence of communities

7. Understanding different but important roles in a social network provides deep insight into your customers Image courtesy of Xtract. Xtract.com

8. Social intelligence: The 3rd dimension of customer insight

9. Social Marketing Intelligence: the black gold of the 21st Century http://smlxtralarge.com/2008/05/01/the-data-flow-wars/

10. Xtract Social Links In action Most receptive targets for each campaign      0.7 0.7 0.7 0.9 0.9 Score Improved marketing ROI Subscriber insight Spot-on decisions, e.g., in product planning Target group descriptions Clear briefs for creative, easy campaign planning & correct media choices Call and messaging data, subscriber and CRM data, existing business intelligence data Always the latest, up-to-date data

11. % of Product Adopters % of Contacted Customers of Total 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% Baseline = Targets selected randomly Perfect model = Never achieved Xtract model

12. Cost Per Relevant Audience: CPRA CPRA The metrics therefore can change http://smlxtralarge.com/publications/social-media-marketing/

13. Cost of winter tyres c. $700 Cost of tyres & rims c. $2500 Approximate average sale $1300 Total sales of BMW in summer 2008: 297k Those sold to hire/fleet: 180k Total potential customers: 117k 30% response rate = 35,000 35,000 customers spending $1300 each = $45,500,000 Total cost of campaign $60,000

15. To the read & write, participatory networked society

16. http://smlxtralarge.com/2009/08/21/the-glittering-allure-of-the-mobile-society-destination-japan/

17. Augmented reality that’s weird shit right?

18. Augmentation is merely the layering of information and data to create more value – like a map!

19. So we might want more information about the plumber

21. http://www.flickr.com/photos/9266144@N02/1075722366/ Literacy

22. Meta data Contextual data Dynamic data

23. Meta data Contextual data Dynamic data Self learning + systems automated algorithms Refined data as intelligence that can then be applied to specific commercial needs Economics + socioeconomics + networked economics Search + contextual search + micro narrative threads Collaborative filtering + tags + social intelligence Filtering + navigating + bundling + aggregating

24. Meta data Contextual data Dynamic data Self learning + systems automated algorithms Refined data as Intelligence that can then be applied to specific needs and purposes Economics + socioeconomics + networked economics Search + contextual search + micro narrative threads Collaborative filtering + tags + social intelligence Filtering + navigating + bundling + aggregating

25. Meta data Contextual data Dynamic data Self learning + systems automated algorithms Refined data as Intelligence that can then be applied to specific needs and purposes Economics + socioeconomics + networked economics Search + contextual search + micro narrative threads Collaborative filtering + tags + social intelligence Filtering + navigating + bundling + aggregating

26. Meta data Contextual data Dynamic data Self learning + systems automated algorithms Refined data as Intelligence that can then be applied to specific needs and purposes Economics + socioeconomics + networked economics Search + contextual search + micro narrative threads Collaborative filtering + tags + social intelligence Filtering + navigating + bundling + aggregating

27. Meta data Contextual data Dynamic data Self learning + systems automated algorithms Refined data as Intelligence that can then be applied to specific needs and purposes Economics + socioeconomics + networked economics Search + contextual search + micro narrative threads Collaborative filtering + tags + social intelligence Filtering + navigating + bundling + aggregating

30. Yoad /‘jэυd/ 1. n. a file in database storing a person’s profile information and consumer lifestyle preferences for use by marketers and advertisers to determine whether to send a highly targeted commercial communication to that person (normally to their mobile telephone); 2. v. to send an advert to a person’s mobile phone [orig. unkn.]

33. Come and get me Mr Brand. when I want you to. Only Talk to me on my mobile. Please offer me things I want. refer to my Yoad. How? Please

39. Values Passions Desires Ethics Organics Sustainability Green concerns Food Health

41. networked economics

42. Cars but not by Gary Numan What if: We build the car of your dreams? It was green? We made it in your town? We listened We did it?

43. Local Motors

49. Fundamentally changes the relationship to supply and demand Distributed knowledge Network Hyperlocal and Superglobal Open Source and Creative Commons In one year 44,000 designs were submitted to Local Motors, and 3600 innovators have shared their knowledge and insights.

50. Cars are developed 5x faster than traditional cars, and with more than 100x less capital. ‘ You can’t be nimble,’ says Jay, ‘if you have to tool big’ Micro-Factories which provide an engaged experience for customers to come together, learn about cars, build their own Local Motors car, and return so say Local Motors, exemplary service Constant Feedback loop Could increase revenue of specialist car market to $100bn but cash is distributed into regions

51. So what to do about all this? We need to understand some key points raised in my presentation:

52. Data enables us to do some extraordinary things in business if we open our minds to the possibilities. But you have to be absolutely customer centric to succeed

53. i + we

54. Interface without interference interactive + connected + human

55. blended reality Blended reality

56. Deep context

57. Embedded Sociability http://www.flickr.com/photos/an_untrained_eye/1195966967/

58. People embrace what they create Technologies of co-operation

59. Nemawashi

60. Stand in the flow of information

61. Thank you SMLXL: Contact : [email_address] Twitter: alansmlxl www.smlxtralarge.com SMLXL runs an Engagement Marketing innovation consultancy and also courses on Engagement for businesses that want to survive in the networked society.