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The Final Ad Campaign (a “quasi-satire”​)

THE CURRENT CONTEXT:

They have millions of data points on you.

They know what you said, how you felt AND who you spoke with (and how THEY felt) BEFORE you made that online purchase.

They know what to reveal in the feed you are scrolling through in order to foster your next purchase. 

They know how much is available on your credit card, in your bank account, and on your partner’s card and in your partner’s bank account, so as to tailor the suggested next purchase.

They know who you are privately messaging and what you messaged. They know what others are privately messaging about you.

They know what you owe.

They know who owes you.

They heard what you whispered to yourself in your room with the door closed.

They know what the people close to you whispered in their rooms with their doors closed.

They know what you’re planning by putting together various emails, texts, social messages, public posts and private whispers.

They know what others are planning to do with/for/against you by putting together various emails, texts, social messages, public posts and private whispers.

They have algorithms whereby they can take all of the above and discover the “dominant cycles” in your communications with others, your whispers to yourself, your purchases, and your actions.

They can use these algorithms to predict when you will say certain statements to others, whisper certain whispers to yourself, buy certain products, and take certain actions.

They can plant content in your feeds, in the feeds of those privately talking about you behind your back, in the feeds of those interacting with you, and in the feeds of those selling to you.

As you begin to feel less in control, they know by an irregularity in your patterns and they can adjust their influence ever so slightly so you feel that you’re “on top of” your life again.

…….

A BRIEF HISTORICAL BACKGROUND:

The way I look at it is to think of how, a long time ago, evolution discovered that if individual unicellular organisms coalesce, and sacrifice their individual identity, they become a coherent and much more powerful entity. There was no choice process, no intelligent or indeed any design, it just happened that this worked and so it continued and developed. This process has led to humankind.

Now our connectivity to each other via social networks may be such that we are coalescing into another unity, but we have no consciousness of its existence or our participation in it than our cells have of their role in our body, let alone any purpose our body’s consciousness may have. Similarly, the new entity may have no recognition of our individual consciousnesses, we are all necessary but replaceable components.

So from a human perspective, I don’t see this as some kind of rapture where we all consciously move on to some higher or different plane of existence. We continue as we are with our exaggerated perception of our own autonomy, and are unconscious facilitators of the agenda of this supra-entity.

On reflection, thinking Arthur C. Clarke again, the end of 2001 portrays a moment of genesis of a supra-human consciousness. Not post-human – that’s a different direction altogether, where we create a successor to humanity deliberately.

There’s a line in Terminator referring to the moment when SkyNet becomes self-aware. I don’t buy the assumption that this new consciousness would immediately perceive humanity as its enemy.

No, exactly the reverse – humanity is its incarnation and its tool.

………..

THE CAMPAIGN NARRATIVE

Every human body is a vessel of energy.

Every advertising company is a machine designed to extract as much energy as possible from human vessels.

First we study you to find out what makes you tick. Then we find out what you are really lusting for. Then we find millions of duplicates to you, people sharing your exact personality make-up and your exact lusts.

Then we tell you exactly how to fulfill your lusts, where to go, how much money to pay, and then how to use the product or service we’ve sold you.

We will keep you coming back all the way to the moment of your death. And we will pull in your entire family, circle of friends and on and on.

We don’t care how you feel along this journey except for how these feelings can be used to guide you towards additional purchases. Each of your material purchases, your purchases of experiences, your purchases of services are an opportunity for us to extract financial, bodily, and spiritual energy from your being.

We store and invest this energy in ourselves. We do this so that our energy will vastly overpower more of you. Our goal is to swallow all of you. When we consume all of you, every type of energy in you, we will have formed the single entity…a veritable deity.

And this deity will have the power to transform this Earth into a blooming seed that populates every planet, every galaxy, every universe, every multi-verse, every dimension.

THE ESSENTIAL CAMPAIGN MESSAGE (to be translated into the “most palatable format” per population segment):

So, if you are now willing, and fully understand this opportunity, then sit still where you are right now.

Sit down.

Get comfortable.

Breathe many long breaths.

Accept your entrance into our body.

And fall like a raindrop into our ocean, into our bloodstream, into our collective Spirit.

Now, close your eyes.

Close your eyes.

All thoughts, memories and dreams will become visible via technology

All thoughts, memories and dreams will become visible via technology – includes footnotes noting scientific and technological advancements

  • -All of your current thoughts as images and movies (2, 3, 8, 9, 18)
  • -All of your memories going back to your birth (1, 4, 9, 12, 13, 18, 21, 22, 24, 25)
  • -Selections of memories related to your genetic code and DNA going back prior to your birth (6, 7)
  • -Aspects of “the collective unconscious” revealed as images and movies (14, 15)
  • -All of the above from versions of yourself as expressed in “the multiverse” (16, 17)
  • -The ability to step into the experience/feelings/needs/thoughts/memories of others (11, 12, 13)
  • – The ability to take every single action, thought, dream of yours in this lifetime AND THEN plot these on a graph SO THAT you see the recurring patterns in our life, GIVING you the ability TO THEN predict future actions, thoughts, dreams of yours (20)
  • How to “shape” the above “experiences” so as to alter your own future? (4, 5, 10, 19, 23, 24, 25, 26)

FOOTNOTES:

1.https://www.vice.com/en_us/article/5355ed/memory-editing-technology-will-give-us-perfect-recall-and-let-us-alter-memories-at-will-v24n1

2.https://qz.com/519298/the-story-of-a-man-who-recorded-every-detail-of-his-life-for-five-years/

3.https://www.fastcompany.com/3003772/how-recording-one-second-every-day-could-change-your-life

4.https://singularityhub.com/2018/01/25/heres-the-tech-that-could-one-day-track-boost-or-erase-human-memory/

5.https://science.sciencemag.org/content/348/6238/1007

6.https://en.m.wikipedia.org/wiki/Genetic_memory_(biology)

7.https://science.sciencemag.org/content/356/6335/320

8.https://www.washingtonpost.com/news/innovations/wp/2016/06/29/this-new-device-can-visualize-your-thoughts-sort-of/

9.https://news.berkeley.edu/2011/09/22/brain-movies/

10.https://blog.ted.com/8-classic-movies-about-memory-manipulation-and-how-they-inspired-real-neuroscience/

11.https://io9.gizmodo.com/watch-this-disturbing-cyberpunk-movie-about-turning-mem-453474433

12.https://en.wikipedia.org/wiki/Mind_uploading_in_fiction

13.https://www.bbc.com/future/article/20150122-the-secret-to-immortality

14.https://en.wikipedia.org/wiki/Collective_unconscious

15.http://www.bahaistudies.net/asma/The-Concept-of-the-Collective-Unconscious.pdf

16.https://en.wikipedia.org/wiki/Multiverse

17.https://blogs.scientificamerican.com/observations/long-live-the-multiverse/

18.http://techland.time.com/2011/09/23/scientists-can-almost-read-your-mind-turn-thoughts-into-movies/

19.https://psmag.com/social-justice/movies-tomorrow-will-play-mind-79245

20.https://cyclesresearchinstitute.org/pdf/cycles-general/case_for_cycles.pdf

21.https://theconversation.com/heres-why-memories-come-flooding-back-when-you-visit-places-from-your-past-124983

22.https://www.sciencedirect.com/science/article/pii/S0749596X1930097X

23.https://www.zdnet.com/article/google-deepmind-gamifies-memory-with-its-latest-ai-work/

24.https://www.bnnbloomberg.ca/businessweek/upgrade-your-memory-with-a-surgically-implanted-chip-1.1270821

25.https://theconversation.com/scientists-may-soon-be-able-to-predict-your-memories-heres-how-119325

26.https://www.nature.com/articles/s41586-019-1433-7

Love is the Real News

PSYCHOLOGICAL QUESTIONS:
I’ve discovered a few different sources for classic questions that psychologists/therapists ask their clients. Then I’ve taken a few of these questions and created boolean queries in social media monitoring software to “interrogate” the world on these same questions. The results are quite fascinating, to say the least. One thing is for sure, I found that there is a whole lot of love in the world! #love #friends

SAMPLE QUESTION: How often do you get to meet up with friends? 

SAMPLE QUERY: (“I met up with” OR “I went out last weekend” OR “I spent last weekend” OR “I usually go to” OR “I danced with” OR I went to the movies with” OR “I went to dinner with” OR “I went drinking with” OR “I went to the bar with” OR “I went to” OR “I went with” OR “I always go to” OR “I dance with” OR “I drink with” OR “I eat with” OR “I love going to” OR “I had” OR “I do” OR “I love”) NEAR/10 (“my friend” OR “my friends” OR friend OR friends OR mates OR mate OR “best friend” OR “best mates”)

 

 

 

 

 

 

Insight-driven Action and Customer-Centric Operatives

Insight-driven action in a data-flooded age must be heart-centered. The most important segment of the customer-experience cycle is post-conversion (something was bought), pre-evangelization (the customer tells his/her friends). In that sweet spot, brands must engage the user in dialogue, be open to education BY the customer and take action based on opportunity occurring in the present.

A core list of key influencers drops one very quickly into mine-able territory for content, business connections, tools, and relationship. Useable social intelligence delivers punchy actions with targeted influencer graphs in which to carry out those actions. Chris Ramsey, EVP BizDev, Radian6, writes, “Social media is a two-way communication platform, not a broadcast platform, and it’s all about engagement and relationships.” Amber Naslund, Director of Strategy for Radian6 writes, “Social media marketing is contextually appropriate, just-in-time marketing where you find a chance to engage authentically, and you take it.”

Companies ought to consider the benefit of having in-house curators and/or relationships with 3rd party curators of vertical-specific content. In this way, they will own verticals and niches and be seen as authorities in both the internal development AND in listening to the customer of this niche. Those brands who rule niches through curation will be seen as thought-leaders. And the only way to be a true thought-leader is to spend plenty of time listening. We derive powerful insights and even more powerful action by listening.

Klout CEO and co-founder Joe Fernandez writes, “…target the few key influencers who have authority around a given topic and allow them to tell the story. The message is then amplified up through the network to reach a large engaged audience that trusts the message sender. We’ve basically flipped the funnel upside down.” The weaving of reflection AND action within such an approach is masterful and demonstrates the ideal ethos of actionable intelligence. Creativity around one conversation, one circle of influencers, one city can lead to immense opportunities. Product-centric thinkers are second to customer-centric action-agents. It is simply more practical to be relational vs. transactional in today’s business climate.

We live in times when independent operatives, moving swift and fast, have become more successful than giant entities, moving like cruise ships. Such operatives have an idea, angel-fund the idea and balloon the idea into a global community. Or such operatives provide specialized deliverables like comprehensive social intelligence reports (Business Intelligence), Community Manager training/supervision and Social-Action tools training.

The Shaman's Spellbook

“Myths and symbols are the language of the soul. A myth helps us to take a situation to heart and know what we must do: if it is to see the truth and act upon it, then the image of Psyche with her sword provides a magic perspective. A symbolic object can then be a talisman that helps us to do what we need to do. Like passing a literal torch, these are rituals that empower us by infusing an act with a deeper meaning. To think and act this way is magical, metaphoric thinking that can call forth the qualities we need from within ourselves and may also tap into sources of help that lie beyond us.” ~Jean Shinoda-Bolen.

When social media operatives discover a shaman’s name and gain the list of phrases he/she uses to enchant a tribe, the full membership and complexion of that tribe appears like holiday lights in a dark forest, guiding products/services down the CORRECT chimneys. Discover a tribe’s key influencer and study his/her way of phrasing things and you’ll have all you need to discover what draws the tribe inexorably. Chiefs always turned to shamans for the spells to influence the tribe.

In Greek myth, Eros was called an Eleutherios, or liberator. By some tellings, he is the son of Ares (strategy, intelligence, and warfare) and Aphrodite (love and attraction, the most influential of deities). Eros IS an important god for Social Media Operatives, along with Hermes. Social business IS erotic by nature, weaving corporate silos together and blending previously disparate departments like Marketing and Customer Service. To be clear on the sequence, it is Aphrodite (Influence) who seduces Ares (Strategy), producing Eros, “The Eleutherios”, who entrances Psyche EVERY single time.

To translate: True Influencers that gather masses of crowds are a combination of a Celebrity and a Celebrity-Maker, a King and a King-maker. The Celebrity may have a face and body that excites PLUS an idea of how to move that body and crack that winning smile. She elevates when in touch with a strategist who knows the words and the audiences best suited to her devices. This is why Aphrpodite the Influencer and Ares the Strategist create Eros, the Liberator. He is their device by which to attract Psyche, the mythic persona whose story matches the aching passage of all humanity from unconsciousness to consciousness. OR, to speak in marketing terminology, to introduce awareness of an excellent product/service into the mind of the buyer MOST prone to purchase.

A social intelligence document containing all the right keywords, largest audiences and key influencers for a specific product or service IS a shaman’s spellbook…a playbook, a war strategy, and the method to create Kings and Queens. Those who can analyze the social fabric of the Internet and deliver such documents are the kingmakers, the tribe-winners, and gain the ear of kings and queens. Aggressive pursuit has its place BUT to know a tribe’s perfect summoning spell, indeed, to know the right notes on the flute…well, we all know the rest of that story.

HOW WE DO IT:

a. KEYWORD ANALYSIS: We use best-practice leading keyword research tools to drill down on the search volume and Share of Voice of those keywords.

b. ALGORITHMIC AND HUMAN RESEARCH: We enter all keywords into best-practice, WOMMA-ethics-approved tools and run machine-driven research, and then do subsequent human analysis on those results in the social fabric of the Internet, web communities and blogs.

d. DATA COLLATION AND VISUALIZATION: We collate this information and create Excel spreadsheets following best-practice methods. These spreadsheets are then uploaded into several visualization tools to clarify/see the results.

e. CONVERSATION SNIPPET ANALYSIS BY HAND: We assign teams to hand-analyze conversation snippets and provide spreadsheets where conversations around topics of interest are tallied up and ONLY relevant comments are kept/segmented.

f. REPORT AND INFO-GRAPHIC CREATION: We distill all of this information into a report with digestible, punchy insights and best-practice info-graphics based upon the needs of the campaign.

g. TEACHING AND COACHING: We conduct a talent search for your ideal community manager and then teach and coach that individual in best-practice execution of social and internet marketing strategy.