2. WIRED 2012
This is all about creatives and
innovators who are going to
change the world and our job is
getting them out there.
David Rowan
Editor WIRED Magazine
WIRED 2012 : The Brewery - London : 2012 2
3. THOUGHTS
Focusing and Scott Harrison
Charity: Water
learning from Owning
[Click]
the specifics A Direct
Relationship
With Fans
Lady Gaga’s manager, Troy Carter, shared his [Click] Lady Gaga
insights on Lady Gaga’s own social network Little
for fans, Little Monsters. By creating a direct Monsters
dialogue with her community she aimed to regain Social
a direct connection with her fans as opposed to Network
them being owned by a third-party like iTunes. [Click]
The site has been built to gather data which holds
Top 5 celebs
specific details about her fans. For example, the
site can tell her what song fans in Sweden are
investing in
listening to before they go on a night out and social media
then incorporate this into her set list for her next [Click]
show is Sweden. Gaga, unlike other celebrities,
is recognising the power of listening to fans Ashton
and conversing with them to benefit the brand Kutcher
that she has built. This differs from most other and his tech
celebrities who are simply investing and badging investments
social platforms. Separate [Click]
Wired
Similarly, Scott Harrison, Founder and CEO of interview with
Charity:Water, has realised and reacted to the need Troy Carter
for supporters to have a direct understanding of the [Click]
process of charity. By recognising that a lot of his
friends did not give to charity because of reservations
around whether the donated money actually reached Justin Bieber
the people in need, he set out to reinvent the non-profit not a venture
organisation through total transparency and came up Capitalist?
with the 100% model. A model that proves that 100% of Justin [Click]
all public donations go directly to the cause. By focusing Timberlake
on the specifics that donators want to see such as photos tries to bring
and GPS coordinates on a map, he can encourage their MySpace back
support and he is directly answering his audiences [Click]
demands.
WIRED 2012 : The Brewery - London : 2012 3
4. Insights on how
charities are using
social media
[Click]
Report measuring
the megaphone –
How are Charities
Using Social Media?
[Click]
Charities have
doubled social media
engagement in
a year
[Click]
Social Media
Charities
WIRED 2012 : The Brewery - London : 2012 4
5. THOUGHTS
Transformation American
Express Small
Economy Jess Greenwood
Business
Saturday
[Click]
Representing the Nike+ Fuelband, Jess referenced this
Greenwood talked on the rules of business, woman’s work quite a
looking forward specifically with technology bit. Possibly a bit old
and recognising the growing importance of a but very interesting.
“transformation economy”. The technological [Click]
industry is now said to be dominated by the cash-
hungry venture capitalist, the tech opportunist Delta Airlines
and bloggers who are all interested in making a
– Luggage
quick buck rather than looking at ideas with a
Tracker
more inspired long term effect. Brands need to be
[Click]
looking for innovations that consider the good of
the consumer alongside the good of the brand. Nike+
Wristband
“Brands have done this whole selling experiences thing
[Click]
for a long time - the idea that if you buy this toothpaste
it will change your life. This (transformation economy) is
a way to be different, to actually change your consumers
lives”. So, brands need to reassess and reach out to their The insatiable
market, thinking about change (big or small) and about appetite of tech
creating value in a new way for the consumer. Looking startups in London at
to American Express’s Small Business Saturday, Delta the moment/
Airline’s Luggage Tracker or indeed Nike’s Fuelband, Good stats
WIRED [Click]
we can see how brands and consumers are benefiting
Rreport
from the “Transformation Economy”. Big brands are
getting big results by simply transforming experiences [Click]
and interactions.
WIRED 2012 : The Brewery - London : 2012 5
6. THOUGHTS
Critical mass vs
credible mass
The creative portal ‘Behance’ is a portal set up
to showcase creative work from around the
world. It is ‘a platform to remove the barriers
between talent and opportunity’. Scott Belsky
talked about creative meritocracy as the proper
and transparent attribution of talent, sharing
examples from the site such as Lichfaktor and Lichfaktor [Click] -:
Diego Stocco. The site also allows interesting
insights as it can often be a gauge on how people
are creatively responding to issues around the
world, creative expressions of events like the
earthquake in Japan.
Most interestingly what this platform has created is an
environment for gauging credible interest in creative
projects and content. The Behance community will not
only engage with the work but will also look upon it
with a discerning eye, referencing the credible mass
rather than the critical mass for a type of curation on
the site by the creative community. The site raises the
question of how to genuinely ‘discern quality’, something Diego Stocco [Click] -:
that brands will increasingly be searching for as the
social sharing and ranking continues.
WIRED 2012 : The Brewery - London : 2012 6
7. THOUGHTS
Driving forward
with ideas in the
face of failure
Project Walk [Click]-:
Mark Pollock, an extraordinary man who, after
losing his sight aged 22, continued to embark
on a series of remarkable adventures including
the running of 7 full marathons in 7 days- in
the Gobi desert! Tragically, during the Henley
Royal Regatta of 2010, fate struck once again as
Pollock fell from a third story window, ultimately
paralysing himself from the waist down- which,
needless to say, left him completely immobile
and wheelchair bound. And yet, a strong and
inspiring unwillingness to accept the status quo
manifested itself within Pollock, who has since
made it his mission to walk (run, even!) again.
Run In The Dark [Click] -:
During his talk, Mark expressed his interest in
rejecting much of what doctors and science have to say has developed a mechanical ‘skeleton’ that gives
on such matters, and firmly believes in the notion of opportunity for paralyzed individuals to walk again.
pushing the boundaries and allowing science to catch A true demonstration of the endless possibilities of
up later. ‘Sometimes we choose our challenges’, he technology for the good of mankind, this was no doubt
said, ‘and sometimes they find us.’ (We need not look a heartwarming moment depicting, in all honesty,
any further than Christopher Reeve, ex-superman nothing short of a miracle. It’s a healthy disregard
actor, for an example of such perseverance). It was in for the impossible that drives us forwards, and this
this spirit that staff from Ekso Bionics were invited talk, I believe, was the perfect encapsulation of such a
to the stage, a remarkable American company which philosophy.
WIRED 2012 : The Brewery - London : 2012 7
8. THOUGHTS
Gotye on Multi-
Instrumental
Music
Pop sensation Gotye turned on the intellect in
order to discuss the incredible phenomenon that
followed as his release ‘Somebody that I used to
know’ snowballed its way through YouTube at
a remarkable rate. The #1 social video website
in the world is known to produce trillions (yes,
trillions) of unique visits every single year as
more than 800 million users browse its pages
every day, and no doubt you’ve heard that
60 hours of video are uploaded to this single
company’s servers every minute (that’s an hour
of video uploaded every second, for those who
are counting). So when you’ve got something
that works- got something that captures peoples
attention and actually drives them to react in
some way- you really know it. You can tell by
clicking refresh every few seconds and seeing
the viewings go up in double figures- just like The digital revolution of the
Gotye. But this certainly wasn’t just a mindless
celebration of a remarkably successful video.
last decade has unleashed
creativity and talent in an
Perhaps the most interesting point that arose from
this investigation into the power of social video was the
unprecedented way, with
fact that the platform has, in many ways, completely unlimited opportunities.
re-written the rule books. The digital revolution of
the last decade has unleashed creativity and talent in
an unprecedented way, with unlimited opportunities.
Nowadays, anyone can be a musician; anyone can be a
film maker; you can do it from your bedroom. But does
democratized culture mean better art or is true talent
instead drowned out? You decide.
WIRED 2012 : The Brewery - London : 2012 8
9. About Inkling
Inkling is a creative marketing agency that specialises
in idea generation, research and brand strategy, social
media, digital production, PR, experiential, event
production and content creation.
If you would like to talk to us about how we can help you
please call Nicola, Jono, Will or David on 0207 697 9587
or email partners@thisisinkling.com
www.thisisinkling.com
