Smlxl On Engagement

“What information consumes is rather obvious. It consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention ... The only factor becoming scarce in a world of abundance is human attention.”Herbert Simon – Economist

SMLXL : on EngagementCreating customer and shareholder value in the digital age

the only straight lines made in nature are made by man

Our industrial mass media world is alsolinear, straight, fixed with its own rules,logic, philosophy and business models.

1

2

3You can’t deviate.

A linear process doesnot allow it

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Yet nature is not like that. Its more nuanced, more complex, more interconnected andnetworked, perhaps even more beautiful - As John Stuart Mill wrote in On Liberty in 1859

“Human nature is not a machine to be built after a model, and set to do exactly the work prescribed for it, but a tree, which requires to grow and develop itself on all sides, according to the tendency of the inward forces which make it a living thing.”

The network is a pattern that is common to all life - but why is that important?

www.smlxtralarge.com | [email protected]

Because we live increasingly in a digitally interconnected andnetworked world. This is an image of what multiple social networks look like. And it has been created by the hundredsand thousands and millions and billions of social interactionscreated and made by individuals, within their overlapping communities everyday of their lives.

We are rapidly moving to a world where everyone can be con-nected and by 2015 five billion people will be connected - that isa 100 fold increase in networked traffic. Networks Economic,Cultural and Media are becoming the nervous system of society.

This suggests that our: society, media and communications isevolving from the straight road of an industrial era to the morecomplex and networked world that mimics nature. Our newmedia world isn't about content and distribution. It is aboutpeople, connections and social networks.

If we accept that as a truth then that truth changes what wemake, how we make it and how in fact we market and communicate with our customers.

1). The change is structural2). It requires a new logic


But what underpins all this networkedconversation and information production?

What is the fundamental driver to thisepochal change? Is it technology?

Well in a word – No –

Human beings are a We species, we have aninnate need to connect and communicate,and today we have been given the tools to

take back control of that fundamental need.

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People are happier when they commune together

It is proven that people are much happier when they commune together. It is why we see the rise of the festival in the post-modern era. People wishing to commune together for a common purpose. And it is something that modern media andcommunications has often overlooked. Barbara Ehrenreich in her book Dancing in the Streets writes...

At some point, in town after town throughout the northern Christian world, the music stops. Carnival customes are put away or sold; dramas that once engaged a town's entire population are cancelled; festive rituals are forgotten or preserved only in tame and truncated form, the ecstatic possibility, which had first beendriven from the sacred precincts of the church, was now harried from the streets and public squares. The loss, to ordinary people, of so many recreations and festivals is incalculable, and we, who live in a culture almostdevoid of opportunities either to “lose ourselves” in communal festivities or to distinguish ourselves in any arenaoutside of work, are in no position to fathom it. We just get drunk instead

We have always had community. Pre-industrialisation,we were tied to our communities by geography andexternal forces shaped our identity. I live in an old agricultural village called Over about 15Kms fromCambridge. 200 years ago I would have grown up in thevillage, worked on the land and probably never travelledthe 15Kms to Cambridge. My identity would have beencompletely shaped by the immediate external forcesaround to me.

Extensive research tells us that as economies becomemore affluent, more mobile and more urbanised - thevalues of society change and we start to de-couple fromthose external forces that had shaped our identities formillennia.

Community & IdentityMe

Single Many

OtherFamily

Community

Self?


So from the late 50’s we get a creative explosion:Rock‘n’Roll, experimentation with religions, with drugs,we get the civil rights movement, the Paris riots of ‘68.We are challenging the fixed orthodoxies of control

Challenging the architecture of authority


Identity in a post-modern world

An oft overlooked fact when people bang on about social networking, mass collaboration is the core and centraldriver as to why its happening at all. We know that we are a WE SPECIES - But In a post-modern world where ouridentities are not constructed and defined by, tradition, geography, and economics. We can have many selves, aswe undertake a quest for self identity.

This is described as Psychological Self-Determination the ability to exert control over the most important aspectsof ones life, especially personal identity, which has become the source of meaning and purpose in a life no longerdictated by geography or tradition. As a consequence of this people seek out those things that mean the most tothem. In a digitally connected world we go where ever we want to to find those things that enable us to constructour identities. This is the central underpinning and driving force of social networking, mass collaboration, participatory media, culture etc.

Communities of affinity form around issues that are highly motivating to eachindividual, it has its own theory called Group Forming Networks and it has someimportant implications.

1. How brands and businesses will be built in the future 2. How we attract, define and measure the audience 3. How knowledge and information will be created and shared in

a world that has no barriers to time or space

ValuesPassionsDesires

Ethics

OrganicsSustainability

Green concerns

Food

HealthGroup Forming Network TheoryDeveloped by David Reed outperforms the law of the massmedia and the law of networked computing


Nobody is as clever as everybody in the world of Generation “C” - the Community Generation

communities dominate brands 2005

*

*Professor Henry Jenkins of the Comparative Media Studies Program at MIT articulates a world in which young people have a verydifferent relationship with media consumption. This is the migration from consumption as an individual practice to consumption as a networked practice – When people consume and produce media together, when they pool their insights andinformation, mobilise to promote common interests, and function as grassroots intermediaries – rather than talking about personal media, perhaps we should be talking about communal media or social commerce that becomes part of our lives as members of communities – If we accept Jenkins world view, this has profound implications on how we reach out and attract ourcustomers, talk to our suppliers and how we create value. It was Jonathan Schwartz that said our 1000 bloggers at Sun have donemore for this company than a $1bn ad campaign could have ever done. This is participatory culture at the coalface. Or we couldreference wikipedia, SIPHS in academia, World of Warcraft, Pop Idol, the Matrix, Citizen Journalism or social commerce platforms like Zopa, ebay, or Spreadshirt.

Manuel Castells argues that the central technology of our time, communicationtechnology, relates directly to the heart of the human species: conscious,meaningful communication.

It’s a We Media for a We Species

Companies are from Mars & Customers are from Venus

“ If you had described today’s world to any five reasonable people sitting around a table in the year 1910 –

before the real consolidation and diffusion of the then revolutionary new enterprise logic called managerial

capitalism – they would have dismissed that description as utopian. The levels of education, health, recreational

activity, living conditions and affordable goods that a majority of people in the developed world enjoy today

would have seemed truly outlandish. Similarly in today’s world, a support economy seems too good to be true

because it is interpreted through the lens of the now outdated enterprise logic of managerial capitalism.

People have learned to expect adversarialism from corporations, and corporations havelearned that they can get away with indifference, neglect, and exploitation of their end consumers”.

SOSHANA ZUBHOFF - THE SUPPORT ECONOMY

Once you have stormed the Bastille, you don’t really want to go back to your boringday job. In this instance, the day job is the consumer as an; uninformed, unconnected,passive, ignorant, non-participative, controlled individual that will happily consumewhat is put in front of them. It is in fact an evolving historic act of liberation.

Social networking is bigger thanthe Industrial RevolutionBusiness week – 2006

Storming the Bastille


If we accept that as a truth, then that truth changes; what we make, how we make it, who we make it with and how in fact we market and communicate with eachother. This has significant effects on our society, cultureand economics. Gartner says for example that our currentbanking system will look nothing like it is today withinten years, this also goes for all media, organisations and institutions. Price Waterhouse Coopers report that consumer conversations will fundamentally transformbusiness.It requires a new logic, a new language and a new philosophy -which is what we call Engagement.


POWER PLAY

The greatest shift of economic power for 150 years underpinned by 5 seismic shifts. This isnot just about outsourcing or cheap imports, it is about an awareness of a different world*

1). Demography – how do we reach the “new old”?

2). The environment – we all want to be greener

3). Globalisation – power shifts to Asia

4). Technology – towards a global level playing field

5). Government – spend less regulate more

* Hamish McCrae: Economics Editor - The Independent Newspaper

the implications1

The fight for economic survival11

The fight for resources111

The fight for talent – and for the best educated young 1v

The fight for the space of mind of consumers


the era of set-piece competition is over


The change is transformational for organi-sational structures as well as it is to howcompanies interact with their audiences,customers, and stakeholders and as Darwinsaid “it is not the strongest or the most intelligentthat survive but those most adaptive to change.”

So - What else drives our society ?

- The rise of the professional amateur- The fundamental need for story

telling eg. You Tube- & being part of history- Transparency - & Trust


25% of all entertainment willbe made by us in 2012 - Everyminute 7 hours of audio-visual content is uploaded toYouTube. The implications of this are profound


Mobile : the 7th Mass Media

There are twice as many mobile phones in the

world as there are tv sets. It is defacto a Mass

Media - it allows us to deliver information and

communications that is:

1). Timely2). Relevant3). Contextual


Recounting the audience through digital footprints

Today we leave digital footprints - and therefore we recount the audience to a degree of accuracynever before thought possible this is called Social Marketing Intelligence. And we need to rethinkand create a new set of metrics. Based upon not cpm’s or cost per thousands but Cost Per Relevant Audience - CPRA.


Social Marketing Intelligence : The ability to take large, raw and multiple data flows - refine those data flows to enable organisations to recognise the patterns of social interactions, social network structure, andeach individual’s role therein – such granularity is critical for delivering the appropriate communication to the appropriate audience at the right time.

The black gold of the 21st Century


- 82% increase of the average ad income (from 11 cents to 20 cents)

Higher premium for highly valuable audiences in Internet community. Personalised communications to engage your targeted audience.

- 90% increase in sales by using Social Marketing Intelligence and Alpha Scoring

- Estimated annual gain of £7.5 Million. +21% better accuracy in predicting churn

- New customer acquisition grew by 25% compared to 4% with using previous marketing methods

- 30% better response than previous similar mobile campaigns

Increase mobile advertising response rates from an average of 3-6% to 29%

Social Marketing Intelligence results : The black gold of the 21st Century

“Communities Dominate Brandsoffers a front line perspective onthe ways that media change istransforming the brandingprocess. They have surveyed thebest contemporary thinkingabout engagement marketing,participatory culture, and con-sumer relations, translating itinto terms which will be accessibleto industry insider and lay readeralike.”Henry Jenkins – author of ConvergenceCulture: Where Old and New Media Collide and Co-Director of the MIT ComparativeMedia Studies Program

But what gives SMLXL the rightto make such statements? Wellwe wrote a book way back in2005 the culmination of fiveyears of research.

“Books on business and market-ing are launched weekly. Most areweak adaptations of other people’s thoughts. Some authorslike Sergio Zyman, Seth Godin,Scott Bedbury, and Marc Gobe, have made bold and meaningfulinterpretations of contemporaryopportunities and helped me to clarify a new advanced perspectiveon how to be a more successfulmarketer. Tomi and Alan have done that and with CommunitiesDominate Brands will end upshaping our thinking andapproach for some time.”

Stephen C Jones Chief MarketingOfficer the Coca-Cola Company2000 - 2004


The philosophy, principles and tools of Engagement could help sell a product, an industry, a region, or combat a social issue.Engagement is built upon : the power of the meritocracy of ideas, that we live in a participatory culture, the principles of attraction, co-creation, harnessingcollective intelligence and connecting people’s deep need to connect, collaborateand communicate with each other towards common goals.

Engagement is about connecting large or small communities to an idea/task/goal/passion that they want to be part of, and, that they want to share with their friends driven by a commercial or social agenda.


Engagement theoryMulti-platform: Today’s world is multi-platform and multi-channel, and communications must bedesigned and executed around this fact.

Coherent: Unity must be achieved via an overarching theme or idea. ‘Integrated’ is not really the rightword, because ‘integration’ assumes we are starting with separate bits which we need to bring together.Coherence means we are starting from one single perspective and then allowing for many differentmanifestations of the central theme

Technologies of cooperation: New technologies offer huge opportunities in areas such as interactivity,immediacy, accessibility and addressability. Communications programmes need to use these opportu-nities to the full.

Which means we canCreate ‘matching and connecting’ services and propositions that revolve around the rich use ofpersonal information and new information technologies and that can put the consumer/buyer in control.

Transform how organisations, businesses or brands communicate with their multiple audiences,share and harness collective intelligence and play a more meaningful role in the fabric of society


The 12 principles of Engagement1). Participation : physical, intellectual, emotional

2). Co-creation

3). Trust & Transparency of contract

4). Social Marketing Intelligence

5). The 4C’s: Commerce, Culture, Community, Connectivity

6). Flowability of information

7). Hot Media (We) Media

8). Higher order ideas and beliefs

9). Timely, Relevant & Contextual communications

10). Technologies of co-operation : Harnessing collective intelligence

11). From Efficiency to Effectiveness

12). Life Enabling – Life Simplifying - Navigational : services & propositions


SMLXL What we do: Create customer and business value in the digital age

SMLXL creates new products and services, new ways to communicate, new ways to create consumer communities and new ways to win their advocacy, and how to successfully derive revenues from those interactions.

In today’s world, creativity has to be repurposed for the world we now inhabit. It is a synthesis of understanding business, media, technology, peer-to-peer flows of communication and, the economics of our digital world. We call it Engagement, and, were the first to do so.

A lot of us see a lot of strategy, but Alan Moore’s company SMLXL has aunique way of bringing that strategy to life. You can guarantee that if yougive SMLXL a problem they are going to crack it.Keith Pardy Senior Vice President, Nokia Strategic Marketing Nokia Corporation

You can work with SMLXL in 5 different ways

1. SMLXL : Consulting2. SMLXL : Accelerated innovation for products and services3. SMLXL : Technologies4. SMLXL : Engagement Marketing/Communication Workshops5. SMLXL : Mobile Advertising Consulting and Workshops

Our Clients:Blyk, Nokia, Microsoft, T-Mobile Germany, Sony BMG, Accel, Cyrte, H&M, IPG, WPP, EMAP,TV2 Norway, The Coca-Cola Company, North One Television, News International, Masterfoods,Neals Yard Remedies, Millward Brown, Korg.

“The real voyage of discovery consists not in seeking new landscapes but in having new eyes”

– MARCEL PROUST


At SMLXL we don’t do mediocrity, we are areunusual and that’s the way we like it. Who needsmore of the same in a world that has plenty of it?

With all our clients SMLXL has :

- Created new business concepts

- And enabled companies large and small to rethink their business strategies

- Created ground breaking cross-platformTV formats

- Relaunched TV stations

- Advised on digital and mobile strategies

- Created products & services

- Developed cross-platform marketing communication initiatives

Contact: Alan [email protected]

Working with Alan Moore and SMLXL has enabled NorthOne TV tostart thinking about tomorrow. We have been able to start strategis-ing about new integrated media neutral ventures. In fact withoutthe time spent with Alan I doubt we would even be using words like“strategy” and “media neutral”.

Further we look forward to continue to bring our joint ventures to fruition, after all we are a business, which is aboutdelivery. Alan’s creative thinking allows us to hopefully deliver “dif-ferent”, deliver “better” and deliver “more profitably”.

John Nolan, Head of Commercial Programming, North One Television

As the Economist Herbert Simon wrote:“What information consumes is ratherobvious. It consumes the attention of itsrecipients. Hence a wealth of informationcreates a poverty of attention ... The onlyfactor becoming scarce in a world ofabundance is human attention.”


Date post:	11-May-2015
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