My ‘presentation’ from SMWLondon

I was asked to sit on a panel with the likes of Twitter and Facebook and talk about the big things for 2014 – the brief was  to focus integration of social media across brands. I had started something but due to ‘real’ work commitments didn’t actually get what I was going to present finished in time – thankfully I was last so had an extra hour to clean it up. With no disrespect the other four speakers did very slick, eloquent sales pitches.

I wrote a poem.

Yep, probably ill-conceived  but I just couldn’t face doing yet more death by powerpoint extolling the joys of social media to those who in theory have already drunk the kool-aid.  I also couldn’t really face talking about ‘Integration’ so split the rant in two and covered off just enough to still respond to the ‘brief’ as it were. I haven’t touched it since and frankly bits of it don’t scan or make huge amounts of sense but there are a couple of nice bits and I thought i’d share!

Apologies in advance as it’s more Seuss than Shakespeare

What’s gonna the biggest shift in social media in 2014.

 

Integration the brief which belies belief
That an external force provides the source
When looking at social or media or whatever
We much start to make things internally together

Having heard about context, content and scale
But how to exploit will make you wail!
Forced to recognise yourself and your mob
You realise agencies can’t do that job

The prime directive ‘know thyself’
Is hard to outsource to somebody else.

Integration starts at home
Departmental divides
A de-socialised zone

Directing through a transparent haze
Consumer response – upper management glaze
On an x monthly cycle we pay love to retention
To our consumers who increasingly bemoan our attention

In 2014 we hopefully transition
Away from ‘social’ media without hesitation
with nerry a complaint we evolve the situation
from graph to relevance to contextual location

In our utopian world where consumers are saviours
Every campaign starts with observed online behavior
New found respect for those who pay all your bills
Being relevant, and caring or just giving – for thrills!

‘Creative’ becomes pointless at a granular level
cross sell your mates coz we’re in affiliate hell.

Paid defined as media
Earned becomes media
Owned content is … well media
And Media is just media

Social the word will stop getting through
And dropped in the same way as how we used to use ‘New’
Social and Media this oxymoronic pair
Part themselves finally and go, well? Elsewhere!

But frankly this is the worst kind of obfuscation
Because the biggest threat next year is: legislation

Porn, abortion, copyright, defamation,
Evolution, lie detection, drug interception
Laundering bit coins a thing of the past
The future is coming a little bit to fast

to be forgotten, the basic human right
legal liability becomes everyone’s fight

From cookies and cream to the TPP
There is no more expectation of privacy,
the united NS of A and GCHQ
Shows the law of the lands are just for the few

The disrupted models
disrupting new models
disrupting future models.
Disrupting you
obsolete gatekeepers legislate the new

One strike two strikes, three strikes oh well
Sharing culture invokes legacy hell
Finger pointing, Finger printing, gun printing, run
Don’t you dare make gun shaped food for fun

too much democracy and sensitive souls,
too many thin skins, too many trolls
Contextual conversation past it’s peak
hate speech curtailed so we now hate to speak

too many pictures uploaded yourself
But we need laws if done by somebody else
too much revenge when relationships end
So much humanity and no common sense.

Rarified Lawyers with too much to do.
sue over both bad and even good reviews,
sue for retweeting mistakes of the press
just arguing now has legal redress

imprisoned for bad jokes is taking the piss
As is fining for sharing and staring at, err bits
Being sued over patents as obvious as sin,
with that kind of trolling don’t know where to begin

So in 2014 all these sites randomly blocked
because of overly protective political thought
Chilling the net because they are mad
believing it would be a ‘good’ idea to stop something ‘bad’.

 

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