This document discusses game changers in media and technology. It notes how hashtags amplified support and fundraising for various causes. It also discusses emerging trends like SOLOMO (social, local, mobile), everyone becoming a maker through sites like Kickstarter, and the gamification of various activities. Examples are given of companies finding success through caring about social and environmental issues. The document advocates for new rules in media that move away from winner-take-all approaches and embrace collaboration.

1. This
Can Ch nge
Everything
iMedia Breakthrough
Summit 3/21/11
Thoughts on
Game Changers
We’re Living and #imediasummit
Expecting
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2. Three months ago I was planning on talking about
Bieber as proof of Game-Changing via the Platform
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3. The world changed by a hashtag in amplification,
support, fund-raising and response
#jan25 #SXSW4Japan
#Pray4Japan

4. Game
Drivers
What’s
Working:
• Moore
• Metcalfe
• People
+ People

5. Right Since
Game
Drivers 1965
What’s
Working:
• Moore
• Metcalfe
• People
+ People

6. Right Since
Game
Drivers 1965
What’s
Working:
• Moore
• Metcalfe
• People
+ People

7. Game Drivers
New Rules. No More:
•Zero-Sum, Winner-Takes All
Game Play
•One-size Fits All Game Book
•Objectifying Channels/
Technology
•Excuses or barriers
•Consumers Collaborators,
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8. Game Changers
•SOLOMO
•Everyone’s a Maker
•Gamification of Everything
•Caring
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9. SOLOMO
Credit: Kleiner Perkin’s John Doerr
Not one platform but combination
of them
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10. SOLOMO for
• Shipments of smartphones & tablets will exceed
desktops/laptops in 2011
• US mobile searches grew 4X last year
• Google forecasts 16% 2011 searches will be mobile
• Google says 1 in 3 mobile searches are local
• Converts like crazy: after searching for a local
business, 61% of users called and 59% visited
• 74% of consumers have purchased as result of using
smartphone while shopping
• 79% of marketers don’t have mobile optimized sites
Credit: Mary Meeker @Google’s Think Mobile 2/10/11 http://www.youtube.com/watch?v=sZO9e1wV23U
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11. Is All
Marketi
ng
Essenti
• Simple
place to
start for
Brands
• Increase
connection
and
relevance
• Can we

12. Foursqu
are &
America
nAustin, TX
•
test during
SXSW
• Spend $5
get $5
• Option to
donate $1
for $5 of
spend
• Redemptio

13. Foursqu
are &
America
nAustin, TX
•
test during
SXSW
• Spend $5
get $5
• Option to
donate $1
for $5 of
spend
• Redemptio

14. Everyone’s A
Maker
• Kickstarter
• Shapeways
• iMovie
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15. Fundin
g an
• Told it
couldn’t be
done
• Informed
of inferior
unit-
economics
• Over-sold
in first 30-
days
• Buyers are
http://kck.st/ifapplemadewatches

16. Fundin
g an
• Told it
couldn’t be
done
• Informed
of inferior
unit-
economics
• Over-sold
in first 30-
days
• Buyers are
http://kck.st/ifapplemadewatches

17. Fundin
g an
• Told it
couldn’t be
done
• Informed
of inferior
unit-
economics
• Over-sold
in first 30-
days
$25
• Buyers are
$75
http://kck.st/ifapplemadewatches
$50

18. Small-
Batch
Makers
• Design
idea in
CAD
software
• Launched
in eStore
with JIT
Printing/
manufactur
ing

19. Change Everything Interviews in iMovie
Telling
a story
• Captured
“man-on-
the-street”
style
videos at
SXSW to
accompany
this
presentatio
n
• Edited in
Watch the video:
http://bit.ly/changeeverything

20. Gamification
of Everything
• SocialGaming
• News
• Everyday Tasks
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21. It’s
That
Social
Gaming is
bigger than:
• UK in daily
participatio
n
• US in
monthly
audience
• eMail in
time spent

22. Zynga
and
• Impacted
nearly
every KPI
in retail:
• Daypart
• Frequency
• Demograp
hic
diversificat
ion
• Basket mix
• Favorabilit

23. The
Texas
Tribun
e’s
• Qrank App
• Integrates
with
Content
Manageme
nt System
• Trivia
games
around

24. Caring
• SXSW & iMedia Summit
• Dell
• 8th Grader/It Gets Indie
• Pepsi Refresh Everything
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26. Caring
as a
busine
Dell’s Social
Media
Listening
Command
Center by
the numbers:
• 7000
trained
• 50-person

27. Good
$50
for any
Noah $1 $25
Hornick, a
Palo Alto
8th-grader
decided to
do
something to
improve
things for
http://kck.st/itgetsindie

28. Good
$50
for any
Noah $1 $25
Hornick, a
Palo Alto
8th-grader
decided to
do
something to
improve
things for
http://kck.st/itgetsindie

29. Refres
h for
• Launched
and
learned
• More votes
than last
election
• Latest
developme Shiv Singh & Panel
nts http://bit.ly/pepsirfrsh
announced
Bonin Bough & Panel
http://bit.ly/pepsirfrshbonin

30. Discussion
• Q&A?
• Discussion
• Connect: @MarkSilva
• http://bit.ly/changeeverything
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31. Thank You
Contributions & inspirations from: Trina
Albus, David Armano, Bonin Bough, Tim
Brunelle, Pete Cashmore, Brett Crosby, Matt
Dickman, Frank Eliasan, Tarah Feinberg, Kate
Hayden, Jamal Henderson, Noah Hornick,
Joseph Jaffe, Guy Kawasaki, Lou Kerner, Dave
Knox, Charlene Li, Tilly McLain, Mary Meeker,
Jeff Minsky, Flynn Nicholas, Shiv Singh, Reeve
Thompson, Jennifer Van Grove, AJ Vaynerchuk,
Gary Vaynerchuk, Scott Wilson, Ben Wirz
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