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(Back to)
 The Future of Marketing
Brand Innovators – New York   @MarkBonchek
Nothing    EVERY-
           THING
  Has
            HAS
Changed   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.
Dunbar’s Number




         150
Nothing    EVERY-
           THING
  Has
            HAS
Changed   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 Store
            iCloud
Nike+




Nike ID   Nike Fuel
CREATE
SOCIAL GRAVITY
Social Architecture
                                    CORE
                                   PURPOSE
                                COMMUNITY




                                 COLLABORATION
                CONVERSATION




                                                 COMPETITOIN




                                                                          COMMERCE
                                                               CURATION
      CONTENT




       CULTURE                 CONSTITUENCY                    CURRENCY

                                 CONTEXT
                                                                                     © Mark S. Bonchek, 2012

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