the bigness of smallness
TRANSCRIPT
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THE BIGNESS OF SMALLNESSMAKING AN IMPACT WITH INCREASINGLY SHORT TEEN ATTENTION SPANS
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SPEED OF CULTURE
AVERAGE TEEN ATTENTION SPAN
accelerating
getting shorter
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STANDING OUT
FITTING IN
TEENS HAVE TWO COMPETING AND SEEMINGLY MUTUALLY-EXCLUSIVE MOTIVATIONS
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A SHORT HISTORY
OF SMALL CONTENT
liberally borrowed from WIRED Issue 15.03
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15,000BC | CAVE PAINTINGS
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1895 | COMICS
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1934 | BUMPER STICKERS
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1950’s | DECORATED T-SHIRTS
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1981 | MTV / MUSIC VIDEOS
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1989 | AMERICAʼS FUNNIEST HOME VIDEOS
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1992 | FIRST TEXT MESSAGE
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1995 | .MP3ʼs
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2005 | YOUTUBE
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2006 | FACEBOOK
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2006 | TWITTER
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2007 | TUMBLR
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MEANWHILE, BACK ON THE COUCH...
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DRAMATIC INCREASE IN PERSONAL MEDIA SURFACES
DEVICE OVERLOAD
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MEDIA CONSUMPTION THEN MEDIA CONSUMPTION NOW
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MORE STUFF,
IN SMALLER PIECES,
SERVED QUICKER,
ON MORE SCREENS,
TO MORE PEOPLE AT ONCE.
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EVERYONE IS A CREATOR
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WITH SUCH AN APPETITE FOR CONTENT,EVERYTHING BECOMES CONTENT
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THE DEMOCRATIZATION OF CREATION
The Primordial Soup
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THE DEMOCRATIZATION OF CREATION
The Template Approach
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THE DEMOCRATIZATION OF CREATION
Facebook has created an army of creators
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FOCUSSED ON THE FEED
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THE RISE OF THE FEED
The Beginnings of the Feed
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THE RISE OF THE FEED
A Simpler Feed
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THE RISE OF THE FEED
Context-free Consumption
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SPEAKING IN SHORT-HAND
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THE NEW LANGUAGE
TXTSPK
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THE NEW LANGUAGE
The colossal in-joke
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THE EVER DECREASING LIFE SPAN OF A MEME
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SHORTLIVE THE MEME!
The KONY Problem
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THE NEW ATTENTION SPAN
Chocolate Rain vs “What People Think I Do”
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LONGER ISN’T BETTER
David After Dentist vs Chuck Testa
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THE RISE OF THE CULTURAL DISTILLER
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THE RISE OF THE UBER-FEED
I Donʼt Have Time For This!
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WHAT DOES THIS MEAN FOR BRANDS?
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DON’T JUST BORROW THE VISUAL LANGUAGE OF THE INTERNET.
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EMBRACE ITS SPIRIT. NOT JUST ITS STARS.
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KNOW HOW CONTENT
IS CONSUMED AND
GO WITH THE FLOW.
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OLD SPICE ANSWER MACHINE
Make remixing easy
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COKE SITELETS
Understand Content ADD
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MOST INTERESTING MAN IN THE WORLD
Know when to step back
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COLBERT WHEAT THINS SPONSORTUNITY
Know when to step in
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• RE-CONSIDER THE MODEL FOR CONTENT CREATION
• MOVE QUICKLY AND MAKE LOTS OF SMALL BETS
• LISTEN FIRST AND PARTICIPATE SECOND
• GIVE THEM THE KEYS ONCE IN A WHILE
IN SHORT...
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(thank you very much)
KTHNXBI