@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

Marketing and Communications Opportunities and Challenges in the Internetome.

The Internetome – the manifestations of the Internet of Things.

Philip SheldrakeFounding Principal of MeanwhileMain Board Director of IntellectDirector of 6UK@sheldrakewww.philipsheldrake.com

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

What is marketing?

The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.

Principles of Marketing (5th European ed.), Philip Kotler, Gary Armstrong, Veronica Wong, John Saunders, 2008, Pearson Education, ISBN 978-0273711568

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

What is communications / PR?

The focus on two-way communication and fostering of mutually beneficial relationships between an organization and its publics.

Excellent public relations and effective organizations: A Study of Communication Management in Three Countries, Routledge, ISBN-13: 978-0805818185

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

Typical customer flows

Information exchange

Products / Services

Money

Paid, earned and owned media. Face-to-face, email, phone, website. Explicit and tacit. CRM. Etc.

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

Data exchange

Information exchange

Products / Services

Money

Data exchangeFrom devices, sensors and other agents. Typical for today’s digital services, less common otherwise.

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

Stakeholders

• Customer

• Prospect

• Client

• Partner

• Citizen

• Employee / retiree / families

• Shareholder.

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Influence

You have been influenced when you think in a way your wouldn’t otherwise have thought or do something you wouldn’t otherwise have done.

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

The Six Influence Flows

1.Our influence with our stakeholders

2.Our stakeholders’ influence with each other in respect to us

3.Our stakeholders’ influence with us

4.Our competitors’ influence with our stakeholders

5.Our stakeholders’ influence with each other in respect to our competitors

6.Our stakeholders’ influence with our competition

Us Stakeholders Competitors

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

Traditional emphases

Marketing and PR have focused predominantly on the 1st flow to date.

3rd flows include marketing research, feedback via customer service, circulation of newspaper clips, Tesco Clubcard and similar ‘loyalty’ schemes.

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

PR 2.0

Social media / networking has enabled the 2nd influence flow to flourish.

We have witnessed a disintermediation in the past decade. The ‘public’ has been put back into ‘public relations’, and organisations can converse directly with stakeholders.

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

Abstracting the flows – what are they?

Analogue – information exchange processed by human minds.

Digital – data moving between things on the network that are easily processed and archived for indexing, searching and statistical analysis – may ultimately form information also processed by human minds.

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

Emergence and the new stakeholder

“Internet-mediated” communication isn’t just a new media form – it has unprecedented emergent behaviour.

We have an individual who did not know herself that she was a stakeholder until… there, look, she just shared that link. Added a little comment too. Atoms of influence.

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

Emergence and the new stakeholder /2

She is the modern manifestation of the netizen – different to your “online publics”.

The netizen is a most complex being whose responses boil down to a synaptic-like mouse click, or not.

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

Emergence and another new ‘stakeholder’

The Internetome exerts influence.

Things at the edge detect, communicate and effect ‘real world’ variables.

If emergent behaviours stem from 2 billion humans, we can expect similar from the ‘real world’ interacting with 100 billion+ things.

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

Ownership

I consider data and information I create directly or indirectly through my use of products and services to be private and mine by default. I may choose to make any part of it accessible to specified others and maintain my ownership, or relinquish some ownership rights, or all rights.

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

Ownership /2

Should a contract entail some variation to this default, perhaps simply because delivery of the product or service is meaningless without such variation, the nature of this variation must be made explicitly clear to me in plain language, and it is then my choice whether or not to agree to those terms.

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

Ownership /3

This is not currently the default.

If anything, the opposite is.

http://on.wsj.com/itsmydata

http://blogs.wsj.com/wtk

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

This isn’t ‘Clubcard but bigger’

Linearly extrapolating from today to tomorrow falls so far short of the reality we’re considering here that it is not only useless but entirely misleading.

I believe a future where so much data is collected about me and owned by others to be nothing short of dystopian.

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

Authenticity

What will marketers do with this digital detritus? Will organisations / brands be authentic?

Authenticity – the quality of an emotionally appropriate, significant, purposive, and responsible mode of human life.

Where might we start…

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

A potential privacy framework for the influence professional /1

Four levels of data treatment:

1. Delete – delete at source without data collection where possible. If the data must be shared to enable service provision, I retain full ownership rights and I want you to delete the data permanently at the soonest opportunity permissible under data retention laws.

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

A potential privacy framework for the influence professional /2

Four levels of data treatment:

2. Sustain – I retain full ownership rights. Delete data as soon as possible whilst sustaining (ie, without deleteriously effecting) product or service performance and in compliance with data retention laws.

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

A potential privacy framework for the influence professional /3

Four levels of data treatment:

3. Stats – I retain full ownership rights. Delete data as soon as possible whilst sustaining product or service performance and in compliance with data retention laws, maintaining only summary statistical records thereafter.

(eg, average daily mileage travelled by car in August rather than the day by day mileage)

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

A potential privacy framework for the influence professional /4

Four levels of data treatment:

4. Archive – I retain full ownership rights. Keep the data in its most granular format for the longer of five years or that period required by data retention laws after which time I accept that you might delete the data on economic grounds on condition that summary statistic records are maintained.

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

Three privacy questions for the consumer / citizen

1. Which level? – Delete / Sustain / Stats / Archive

2. How might this data be shared?– No sharing / Anonymously / Named

3. Do you have a streams bank?

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

Streams bank

The service with the primary purpose of collecting all your digital detritus, all your so-called life streams of data, in one place on your behalf and giving you the power to analyse and visualise it all.

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

Streams bank /2

Customers empowered to debunk false claims made by marketers, and test adherence to service level agreements.

The broker of your attention should the so-called attention economy emerge in full.

Potential altruistic function.

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

The privacy framework

There are 8 options each of which may be banked: delete, sustain, stats-none, archive-none, stats-anon, archive-anon, stats-named, archive-named.

Level 3rd party sharing Streams banks

Delete Bank?

Sustain Bank?

Stats None, anon or named? Bank?

Archive None, anon or named? Bank?

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

The Internetome Dial

One can now envisage every single or group of products and services having a (virtual) selector dial with 8 positions dictating how the customer wishes to treat the associated data.

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

The Internetome Dial – example

A dial for a service that needs access to data to function so the 1st position is ‘greyed out’. Summary information about the costs and benefits are listed next to each dial position.

Richard’s graphic

Dial design by Richard Wood (http://www.richard-wood.co.uk)

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

Buyer marketing

Streams banks give rise to buyer marketing – or what the VRM* initiative refers to as a personal RFP*.

This marks the point at which individuals can market their needs or desires, either directly or anonymously via a streams bank or other broker, to organisations interested in meeting that need or desire. * VRM – vendor relationship management

RFP – request for proposal

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

Buyer marketing /2

With confidence in my ability to pull customised ‘tenders’ to me on demand for anything and everything I can imagine…

And given I chose the conversations I want to have…

Can’t I just block out all other marketing communications?

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

Buyer marketing /3

Buyer marketing reverses the normal marketing mechanism, but one thing does not necessarily get flipped – identity.

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

Buyer marketing /4

I earn credit from selling access to my streams, and invest credits in journalism, independent researchers and writers, to keep me informed and entertained, and to test tenders and brand claims.

‘Media’ is reinvigorated by fresh revenues, and the revenue source and audience are once again the one and the same.

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

Authentic leadership

Will your organisation take the lead in the Internetome?

Will your organisation empower its customers and other stakeholders?

Or will you follow your competitor’s lead?

Or wait for legislation?

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

What is marketing? What is PR?

They are terms describing approaches to particular aspects of influence flows defined from the historical perspective of 20th Century media.

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

Where does the Internetome take us?

There is influence in everything an organisation does, and in every ‘thing’ consumers and citizens interact with.

The ease with which we can manage and learn from influence flows is integral to the process by which consumers and citizens interact with organisations and governments to broker mutually valuable relationships.

@sheldrake – 10th November 2010 – http://creativecommons.org/licenses/by/3.0/

Marketing and Communications Opportunities and Challenges in the Internetome.

My book, as yet untitled, will be published by Wiley, Spring 2011.

Philip SheldrakeFounding Principal of MeanwhileMain Board Director of IntellectDirector of 6UK@sheldrakewww.philipsheldrake.com