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The

                           intro in a box



Welcome to the iJump intro in a box. iJump is a consultancy that helps organisations build co-
creative relationships with their stakeholders. Right now we do that through social media.
In this presentation, we’ll explore...
Part One:
                     The Big Picture
                      (Revolution!)




...the invisible revolution that’s taking place around the world. We’ll look at why it’s happening, and
how it’s likely to affect you.
Part One:       Part Two:
                    The Big Picture The Small Picture
                     (Revolution!)  (What is Brand?)




We’ll explore small picture branding - what you think your brand is, and what your customer thinks
your brand is.
Part One:       Part Two:
                    The Big Picture The Small Picture
                     (Revolution!)  (What is Brand?)



                                                       Part Three:
                                                       The Fourth
                                                       Dimension




Then we’ll talk about the fourth dimension of communication that you need to take the leap into, in
order to succeed in the revolutionary world.
Part One:       Part Two:
                     The Big Picture The Small Picture
                      (Revolution!)  (What is Brand?)



                         Part Four:                     Part Three:
                          What it                       The Fourth
                         looks like                     Dimension




Finally, we’ll look at what the fourth dimension looks like - how companies like yours are using
social media to communicate in a fourth-dimensional way.
Are you ready? Let’s jump in!
Part One:       Part Two:
                      The Big Picture The Small Picture
                       (Revolution!)  (What is Brand?)



                           Part Four:                  Part Three:
                            What it                    The Fourth
                           looks like                  Dimension




How many business presentations have you been in where someone says a new technology will
“revolutionise” your business?

And they say this as if it’s a good thing, right?

The sad thing is, revolutions usually aren’t good news for anyone who is
* secure
* wealthy
* powerful
* established
“Revolution is ... the violent transfer
     of power and property in the name
                of an idea”

                                      Jacques Barzun




In the book quot;Dawn to Decadencequot;, historian Jacques Barzun defines a revolution as quot;the violent
transfer of power and property in the name of an ideaquot;.

He goes on:

We have got into the habit of calling too many things revolutions. Given a new device or practice that
changes our homely habits, we exclaim: quot;revolutionary!quot; But revolutions change more than personal
habits or a widespread practice. They give culture a new face.

By this definition, we are indeed in revolutionary times.

Let's take a quick peek at revolutions in the past.
?
Several hundred years ago, people started asking quot;Why do we have kings and queens? What use are
they to us?quot;
(A bit harsh)




Some questioning was a bit harsh ...
other responses were a tiny bit more measured... But whether the protest was peaceful or violent,
the message was the same - the people had discovered their power to choose, and there was no
turning back.

Painfully, in fits and starts, and with many mistakes, modern democracy was born.
But why did people start asking the questions which led to the revolution?
Because technology made it easier to find and spread information - and therefore new ways of
thinking.

The invention of the printing press in 1439 changed the way information spread. First books, then
newspapers, then pamphlets made information easy to package and replicate. Anyone could be a
publisher - as long as they had paper, ink and a printing press.
And yet the technology was just an enabler. It enabled differing viewpoints to spread, and challenge
the status quo. It enabled people to organise themselves with like-minded people.
Bloody hard work
But being a revolutionary took dedication and effort. Printing presses cost money. Taking part in a
revolution often cost your life. That's why things had to be really, really bad for people to take
action.
But today, the revolution is largely invisible.

And it's happening to large organisations - businesses, governments, educational and religious
institutions.
?
The question is very similar to the one that sparked previous revolutions: quot;Why do we have these
large organisations? What use are they to us?quot;
The cause is the same, too. Technology speeds the spread of information, and people discover
alternatives and challenges to the status quo.

Social media is the most dramatic example of how fast information can spread. A customer
complaint - or a quot;wowquot; experience - can reach thousands of people in seconds.
The difference between this revolution and those in the past is that being a revolutionary is easy.
You don't need a printing press, and you don't need to be willing to die for an idea. You just need to
be interested enough to pass it on.

You can be part of the revolution without even leaving your chair!
Revolutionary behaviour could be:

   * Inventing a disruptive innovation that might put you out of business. Not many people do this.
   * Asking a question that leads someone else to think of a disruptive innovation. More people do
this!
   * Sharing a negative customer experience that gets people mad. Lots of people do that!
This phenomenon is found in just about every online community. It's called the 90-9-1 rule. One
percent actively create change, nine percent get involved with that change as curators, editors or
active spreaders; and ninety percent are audience. The difference now is that an idea thought of at
6am in Auckland, New Zealand can be known worldwide in a matter of hours. That has never been
possible before.
As for the future, your
task is not to foresee it,
   but to enable it.
                 Antoine de Saint-Exupery
Your response




The French Revolution didn't end well. The monarchy reached a bloody end, and the vaccuum that
resulted led to mob rule, anarchy and eventually dictatorship.

At around the same time, the British monarchy were facing similar questions from their people.
They avoided bloody revolution by embracing incremental change (evolution, not revolution),
dialogue with the people, and pursuit of goals that would benefit both the monarchy, and the
people. This evolutionary approach to revolution forged a new relationship between the people and
those in power.

What would your organisation prefer? The guillotine? Or dialogue, leading to pursuit of common
goals?
Otago Uni Presentation on Social Media and The Invisible Revolution, 28 May 2009
Virtual
  Communities




  Instead of just reaching an
audience, build a community, or
     serve an existing one.
Corporate Social
 Responsibility




Why does your company exist,
 other than to make money?
     That is your cause.
The Open Source
    Movement




How can you create more value by
 giving away something for free?
Integrated Marketing
  Communications




 What kind of marketing is your
 customer experiencing from the
       whole company?
Reality TV/
DVD special features




 What do your customers want to
see behind your curtain? What can
        you let them see?
Personal Branding




  How can you help your staff
express their own personal brand,
  without compromising yours?
Cluetrain Manifesto




Are you part of the conversation? If
  not, why not? What barriers are
      there between you (your
 department, your company, your
 brand) and the conversation quot;out
              therequot;?
The Experience Economy




   How are you orchestrating the
   experience your customer has?
Co-creation




How can you help your customer
do the jobs they want done? What
      can you do together?
Service-Dominant Logic




   What would you do differently if
 you saw your customer as an active
     participant in the process of
              marketing?
Generation C




How can you give your Generation
 C customers greater control in
    dealing with your brand?
Part One:       Part Two:
                     The Big Picture The Small Picture
                      (Revolution!)  (What is Brand?)



                          Part Four:                     Part Three:
                           What it                       The Fourth
                          looks like                     Dimension




Now we’ll look at small picture branding, or, what the revolution looks like, up close.
April 25, 2006 was a stormy night, to say the least,
... and a very busy one at the insurance call centre where iJump cofounder Marie Young worked.
Floods, fallen trees, damaged property ... Marie's team had to be fast on their feet, keeping people
and property out of danger.
To make it more complex, the call centre represented several insurance brands, not just one. Each
of those brands had invested a lot in brand identity - logos, TV commercials, brochures...
But for those customers that night, the brand was the other end of the phone. If Marie's team failed,
the ads and logos were all in vain. And if they succeeded, those marketing efforts became part of an
overall positive experience.
Otago Uni Presentation on Social Media and The Invisible Revolution, 28 May 2009
Otago Uni Presentation on Social Media and The Invisible Revolution, 28 May 2009
Part One:       Part Two:
The Big Picture The Small Picture
 (Revolution!)  (What is Brand?)



  Part Four:       Part Three:
   What it         The Fourth
  looks like       Dimension
1             2
Face-to-Face   Broadcast




     4             3
Social Media   Data-driven




Face-to-Face
Two-way
Personalised
   Human
                   But not scalable




               Face to Face
Broadcast
 Scalable!



                But not
               two-way
             personalised
                human
Personalised
  Scalable
      But not really two-way
         and not human...




                   Data-Driven
Two-way
Personalised       Scalable?
   Human




               Social Media
Part One:       Part Two:
The Big Picture The Small Picture
 (Revolution!)  (What is Brand?)



  Part Four:       Part Three:
   What it         The Fourth
  looks like       Dimension
Otago Uni Presentation on Social Media and The Invisible Revolution, 28 May 2009
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Otago Uni Presentation on Social Media and The Invisible Revolution, 28 May 2009

  • 1. The intro in a box Welcome to the iJump intro in a box. iJump is a consultancy that helps organisations build co- creative relationships with their stakeholders. Right now we do that through social media.
  • 2. In this presentation, we’ll explore...
  • 3. Part One: The Big Picture (Revolution!) ...the invisible revolution that’s taking place around the world. We’ll look at why it’s happening, and how it’s likely to affect you.
  • 4. Part One: Part Two: The Big Picture The Small Picture (Revolution!) (What is Brand?) We’ll explore small picture branding - what you think your brand is, and what your customer thinks your brand is.
  • 5. Part One: Part Two: The Big Picture The Small Picture (Revolution!) (What is Brand?) Part Three: The Fourth Dimension Then we’ll talk about the fourth dimension of communication that you need to take the leap into, in order to succeed in the revolutionary world.
  • 6. Part One: Part Two: The Big Picture The Small Picture (Revolution!) (What is Brand?) Part Four: Part Three: What it The Fourth looks like Dimension Finally, we’ll look at what the fourth dimension looks like - how companies like yours are using social media to communicate in a fourth-dimensional way.
  • 7. Are you ready? Let’s jump in!
  • 8. Part One: Part Two: The Big Picture The Small Picture (Revolution!) (What is Brand?) Part Four: Part Three: What it The Fourth looks like Dimension How many business presentations have you been in where someone says a new technology will “revolutionise” your business? And they say this as if it’s a good thing, right? The sad thing is, revolutions usually aren’t good news for anyone who is * secure * wealthy * powerful * established
  • 9. “Revolution is ... the violent transfer of power and property in the name of an idea” Jacques Barzun In the book quot;Dawn to Decadencequot;, historian Jacques Barzun defines a revolution as quot;the violent transfer of power and property in the name of an ideaquot;. He goes on: We have got into the habit of calling too many things revolutions. Given a new device or practice that changes our homely habits, we exclaim: quot;revolutionary!quot; But revolutions change more than personal habits or a widespread practice. They give culture a new face. By this definition, we are indeed in revolutionary times. Let's take a quick peek at revolutions in the past.
  • 10. ? Several hundred years ago, people started asking quot;Why do we have kings and queens? What use are they to us?quot;
  • 11. (A bit harsh) Some questioning was a bit harsh ...
  • 12. other responses were a tiny bit more measured... But whether the protest was peaceful or violent, the message was the same - the people had discovered their power to choose, and there was no turning back. Painfully, in fits and starts, and with many mistakes, modern democracy was born.
  • 13. But why did people start asking the questions which led to the revolution?
  • 14. Because technology made it easier to find and spread information - and therefore new ways of thinking. The invention of the printing press in 1439 changed the way information spread. First books, then newspapers, then pamphlets made information easy to package and replicate. Anyone could be a publisher - as long as they had paper, ink and a printing press.
  • 15. And yet the technology was just an enabler. It enabled differing viewpoints to spread, and challenge the status quo. It enabled people to organise themselves with like-minded people.
  • 16. Bloody hard work But being a revolutionary took dedication and effort. Printing presses cost money. Taking part in a revolution often cost your life. That's why things had to be really, really bad for people to take action.
  • 17. But today, the revolution is largely invisible. And it's happening to large organisations - businesses, governments, educational and religious institutions.
  • 18. ? The question is very similar to the one that sparked previous revolutions: quot;Why do we have these large organisations? What use are they to us?quot;
  • 19. The cause is the same, too. Technology speeds the spread of information, and people discover alternatives and challenges to the status quo. Social media is the most dramatic example of how fast information can spread. A customer complaint - or a quot;wowquot; experience - can reach thousands of people in seconds.
  • 20. The difference between this revolution and those in the past is that being a revolutionary is easy. You don't need a printing press, and you don't need to be willing to die for an idea. You just need to be interested enough to pass it on. You can be part of the revolution without even leaving your chair! Revolutionary behaviour could be: * Inventing a disruptive innovation that might put you out of business. Not many people do this. * Asking a question that leads someone else to think of a disruptive innovation. More people do this! * Sharing a negative customer experience that gets people mad. Lots of people do that!
  • 21. This phenomenon is found in just about every online community. It's called the 90-9-1 rule. One percent actively create change, nine percent get involved with that change as curators, editors or active spreaders; and ninety percent are audience. The difference now is that an idea thought of at 6am in Auckland, New Zealand can be known worldwide in a matter of hours. That has never been possible before.
  • 22. As for the future, your task is not to foresee it, but to enable it. Antoine de Saint-Exupery
  • 23. Your response The French Revolution didn't end well. The monarchy reached a bloody end, and the vaccuum that resulted led to mob rule, anarchy and eventually dictatorship. At around the same time, the British monarchy were facing similar questions from their people. They avoided bloody revolution by embracing incremental change (evolution, not revolution), dialogue with the people, and pursuit of goals that would benefit both the monarchy, and the people. This evolutionary approach to revolution forged a new relationship between the people and those in power. What would your organisation prefer? The guillotine? Or dialogue, leading to pursuit of common goals?
  • 25. Virtual Communities Instead of just reaching an audience, build a community, or serve an existing one.
  • 26. Corporate Social Responsibility Why does your company exist, other than to make money? That is your cause.
  • 27. The Open Source Movement How can you create more value by giving away something for free?
  • 28. Integrated Marketing Communications What kind of marketing is your customer experiencing from the whole company?
  • 29. Reality TV/ DVD special features What do your customers want to see behind your curtain? What can you let them see?
  • 30. Personal Branding How can you help your staff express their own personal brand, without compromising yours?
  • 31. Cluetrain Manifesto Are you part of the conversation? If not, why not? What barriers are there between you (your department, your company, your brand) and the conversation quot;out therequot;?
  • 32. The Experience Economy How are you orchestrating the experience your customer has?
  • 33. Co-creation How can you help your customer do the jobs they want done? What can you do together?
  • 34. Service-Dominant Logic What would you do differently if you saw your customer as an active participant in the process of marketing?
  • 35. Generation C How can you give your Generation C customers greater control in dealing with your brand?
  • 36. Part One: Part Two: The Big Picture The Small Picture (Revolution!) (What is Brand?) Part Four: Part Three: What it The Fourth looks like Dimension Now we’ll look at small picture branding, or, what the revolution looks like, up close.
  • 37. April 25, 2006 was a stormy night, to say the least,
  • 38. ... and a very busy one at the insurance call centre where iJump cofounder Marie Young worked.
  • 39. Floods, fallen trees, damaged property ... Marie's team had to be fast on their feet, keeping people and property out of danger.
  • 40. To make it more complex, the call centre represented several insurance brands, not just one. Each of those brands had invested a lot in brand identity - logos, TV commercials, brochures...
  • 41. But for those customers that night, the brand was the other end of the phone. If Marie's team failed, the ads and logos were all in vain. And if they succeeded, those marketing efforts became part of an overall positive experience.
  • 44. Part One: Part Two: The Big Picture The Small Picture (Revolution!) (What is Brand?) Part Four: Part Three: What it The Fourth looks like Dimension
  • 45. 1 2 Face-to-Face Broadcast 4 3 Social Media Data-driven Face-to-Face
  • 46. Two-way Personalised Human But not scalable Face to Face
  • 47. Broadcast Scalable! But not two-way personalised human
  • 48. Personalised Scalable But not really two-way and not human... Data-Driven
  • 49. Two-way Personalised Scalable? Human Social Media
  • 50. Part One: Part Two: The Big Picture The Small Picture (Revolution!) (What is Brand?) Part Four: Part Three: What it The Fourth looks like Dimension
  • 52. www.ijump.co.nz/subscribe www.ijump.co.nz/contact nzsocialmedia.ning.com twitter.com/audaciousgloop