Social-ized Creativity
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My presentation from the 2009 Boards Conference about brand/advertising creativity in the world of social media.
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Social-ized Creativity
- 1. Hello. I'm Jordan. creative director client entrepreneur @jkretch on twitter
- 3. I have no idea what I’m talking about.
- 6. The creative’s dilemma Takes the art out of advertising
- 7. The creative’s dilemma Takes the art out of advertising Where’s the flawless art direction?
- 8. The creative’s dilemma Takes the art out of advertising Where’s the flawless art direction? Where’s the cleverly crafted headline?
- 9. The creative’s dilemma Takes the art out of advertising Where’s the flawless art direction? Where’s the cleverly crafted headline? Portfolio?
- 10. The creative’s dilemma Takes the art out of advertising Where’s the flawless art direction? Where’s the cleverly crafted headline? Portfolio? Craft services?
- 11. The creative’s dilemma Takes the art out of advertising Where’s the flawless art direction? Where’s the cleverly crafted headline? Portfolio? Craft services? You mean I have to talk to people?
- 12. The creative’s dilemma Takes the art out of advertising Where’s the flawless art direction? Where’s the cleverly crafted headline? Portfolio? Craft services? You mean I have to talk to people? Famous director?
- 13. The creative’s dilemma Takes the art out of advertising Where’s the flawless art direction? Where’s the cleverly crafted headline? Portfolio? Craft services? You mean I have to talk to people? Famous director? Awards?
- 14. So, what’s the point?
- 15. So, what’s the point? Fundamentally change your client’s business
- 16. So, what’s the point? Fundamentally change your client’s business Boundless platform for storytelling
- 17. So, what’s the point? Fundamentally change your client’s business Boundless platform for storytelling
- 18. So, what’s the point? Fundamentally change your client’s business Boundless platform for storytelling
- 19. So, what’s the point? Fundamentally change your client’s business Boundless platform for storytelling
- 20. So, what’s the point? Fundamentally change your client’s business Boundless platform for storytelling Create something useful
- 21. So, what’s the point? Fundamentally change your client’s business Boundless platform for storytelling Create something useful Be innovative
- 22. So, what’s the point? Fundamentally change your client’s business Boundless platform for storytelling Create something useful Be innovative Keep your job “It was inevitable, sooner or later my skills as I knew them would be irrelevant.” - Evan Fry, former VP/CD @ CP+B
- 24. Social
- 25. Social Media
- 27. If you talked to people the way most advertising talks to people, you wouldn’t have any friends.
- 29. Hey, I’m
- 30. Hey, I’m Sup, I’m Wendy
- 31. Hey, I’m Sup, I’m Wendy I noticed you have a stain on your dress, a perfect job for the new tough-stain-release Clorox pen. The Clorox tough-stain-release pen. Your stain, our gain.
- 33. Hey, I’m what’s your name?
- 34. Hey, I’m what’s your name? Sup, I’m Wendy
- 35. Hey, I’m what’s your name? Sup, I’m Wendy I really dig ur dress Wendy, that color looks great on you!
- 36. Hey, I’m what’s your name? Sup, I’m Wendy I really dig ur dress Wendy, that color looks great on you! Thx! But I just spilled my white russian all over it :-/
- 37. Hey, I’m what’s your name? Sup, I’m Wendy I really dig ur dress Wendy, that color looks great on you! Thx! But I just spilled my white russian all over it :-/ Yeah, I noticed, haha :) Hey, you ever used a Clorox stain pen?
- 38. The media Facebook Twitter Blogs Tumblr 12 Seconds Posterous Ning Justin.tv UStream Daily Booth MySpace Imeem Yelp Current Yammer
- 39. Twitter
- 41. Twitter Broadcasting platform Democratizes content distribution
- 42. Twitter Broadcasting platform Democratizes content distribution Open friending system = VIRALNESS
- 43. Twitter Broadcasting platform Democratizes content distribution Open friending system = VIRALNESS
- 44. Twitter Broadcasting platform Democratizes content distribution Open friending system = VIRALNESS
- 45. Twitter Broadcasting platform Democratizes content distribution Open friending system = VIRALNESS 4.2 L V8 on stilts
- 46. Twitter Broadcasting platform Democratizes content distribution Open friending system = VIRALNESS 4.2 L V8 on stilts friends strangers content ham sandwich
- 47. Facebook: Circle of trust
- 48. Facebook: Circle of trust Closed circle sharing
- 49. Facebook: Circle of trust Closed circle sharing High quality connections - fewer of them
- 50. Facebook: Circle of trust Closed circle sharing High quality connections - fewer of them High conversion rates - less total conversions
- 51. Facebook: Circle of trust Closed circle sharing High quality connections - fewer of them High conversion rates - less total conversions Rich experiences
- 52. Facebook: Circle of trust Closed circle sharing High quality connections - fewer of them High conversion rates - less total conversions Rich experiences friends strangers content ham sandwich
- 63. Blogs: Social Central Base-station of social efforts
- 64. Blogs: Social Central Base-station of social efforts Community conversation/participation
- 65. Blogs: Social Central Base-station of social efforts Community conversation/participation Company-wide participation
- 66. Blogs: Social Central Base-station of social efforts Community conversation/participation Company-wide participation Transparency
- 67. Blogs: Social Central Base-station of social efforts Community conversation/participation Company-wide participation Transparency Personality and point of view
- 68. “Your culture is your brand.” - Tony Hsieh, Zappos founder and CEO
- 74. What’s your goal? Reach Customer acquisition
- 75. What’s your goal? Reach Customer acquisition Solve a business problem
- 76. What’s your goal? Reach Customer acquisition Solve a business problem
- 77. What’s your goal? Reach Customer acquisition Solve a business problem
- 78. What’s your goal? Reach Customer acquisition Solve a business problem
- 79. What’s your goal? Reach Customer acquisition Solve a business problem
- 80. What’s your goal? Reach Customer acquisition Solve a business problem
- 81. What’s your goal? Reach Customer acquisition Solve a business problem
- 82. What’s your goal? Reach Customer acquisition Solve a business problem
- 83. What’s your goal? Reach Customer acquisition Solve a business problem Join the existing conversation
- 84. What’s your goal? Reach Customer acquisition Solve a business problem Join the existing conversation Change perception
- 85. What’s your goal? Reach Customer acquisition Solve a business problem Join the existing conversation Change perception Fill a product gap
- 86. The idea
- 87. The idea Show the world how smart and innovative our scientists are
- 88. The idea Show the world how smart and innovative our scientists are
- 89. The idea Show the world how smart and innovative our scientists are
- 90. The idea Show the world how smart and innovative our scientists are
- 91. The idea Show the world how smart and innovative our scientists are Give everyone unlimited flights to anywhere for a month
- 92. The idea Show the world how smart and innovative our scientists are Give everyone unlimited flights to anywhere for a month Start a real-life worldwide monopoly game
- 93. The idea Show the world how smart and innovative our scientists are Give everyone unlimited flights to anywhere for a month Start a real-life worldwide monopoly game Shake up the agency RFP process
- 94. The idea Show the world how smart and innovative our scientists are Give everyone unlimited flights to anywhere for a month Start a real-life worldwide monopoly game Shake up the agency RFP process Roll a giant LEGO ball down a hill
- 97. Opportunity
- 101. Awesome results
- 102. Awesome results John Berniere (head of social) says “Grand Slam Success”
- 103. Awesome results John Berniere (head of social) says “Grand Slam Success” Over 12,000 questions answered since launch
- 104. Awesome results John Berniere (head of social) says “Grand Slam Success” Over 12,000 questions answered since launch Brand surveys show more “human” brand
- 105. Awesome results John Berniere (head of social) says “Grand Slam Success” Over 12,000 questions answered since launch Brand surveys show more “human” brand 2100 employees signed up for TwelpForce
- 106. Awesome results John Berniere (head of social) says “Grand Slam Success” Over 12,000 questions answered since launch Brand surveys show more “human” brand 2100 employees signed up for TwelpForce 200 are very active participators
- 107. Awesome results John Berniere (head of social) says “Grand Slam Success” Over 12,000 questions answered since launch Brand surveys show more “human” brand 2100 employees signed up for TwelpForce 200 are very active participators Tracked thousands of $ of sales to TwelpForce
- 110. Opportunity Opportunity OpportunityOpportunity Opportunity Opportunity
- 120. The new creative team + + Writer Art director This guy??
- 121. The new creative team Writer + Art director + This guy??
- 124.
- 126. “The new creativity isn’t the stories we tell, it’s the stories we get others to tell for us” - Edward Boches CCO, Mullen