Why wasn’t Upwell , the agency that coin the term ” Big Listening ,” and creat a “Minimum Viable Campaign” around overseas data Shark Week that has had more success than any bombastic content-pushing campaign? Why wasn’t that what the conference was about, but funny pictures of ketchup bottles, airplanes and beer glasses?
We still focus en masse on the mium and not on behavior
I’ll tell you, because you have more to do: it’s because we’re still massively focus on the mium and not on behavior. And we’re still reasoning from our classic frameworks: big companies, with big stories, who reach big numbers are invit to tell their story, while the real progress on Facebook right now is made by the pleasantly crazy individuals who dare to do it differently: the David Shiffmans , Gary Vaynerchucks and Brian Fitzgeralds of this world.
This way we can break the hegemony of big companies
We don’t ne Facebook conferences, we ne conferences where we talk about how people use the internet to achieve their life goals. And we will listen to those people! And hopefully we can break the hegemony of big companies at these kinds of conferences. Not because they do bad things, but because they block the path to really different ways of thinking, campaigning and influencing behavior online. Away with hiring clubs like Boomerang Create , even though they make great content, and long live the stimulation of creativity in your own employees, team members, fans, volunteers and managers!
We miss all the beauty
Now I may sound a little angry, but I’m not. I just don’t want my daughter to laugh at me in a few years china numbers because I went to a Facebook conference. Imagine if your parents had told you they had been to a conference about phone numbers starting with a 4 or a 7. We are blind by the mium, and more practical tips to make prospecting by phone easier importantly, at our expensive conferences we miss all the beauty that is happening on the other side of the online hill: free, public and inspiring. And apparently they drink much better coffee there too.