Post on 22-Oct-2014
description
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Welcome to making digital work
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Gareth KayDirector. Brand StrategyGoodby, Silverstein and Partners@garethk
Matt HowellGlobal Chief Digital OfficerArnold Worldwide@mrhowell
Edward BochesChief Innovation OfficerMullen@edwardboches
Sheena MatheikenFounder and Creative DirectorThe Uniform Project@matheiken
Tim MalbonFounding PartnerMade By Many @malbonster
Scott PrindleVP/Executive Creative Technology DirectorCP+B @prindlescott
Kim LaamaCreative Director AKQA@kimlaama
Daniel SteinCEOEVB@danielstein
Will McGinnessCreative DirectorVenables Bell and Partners@willmcginness
Ben MalbonDirector of StrategyGoogle Creative lab@malbonnington
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what will you get out of being here?
ideas
validation
ammunition
confidence
courage6
advertising creative director
I don’t have to learn any digital technology because I know that no matter what I think up
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oh yeah?
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not without knowing something about html5, google’s APIs and what you could do with them.
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could you think this up?
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not without knowing exactly how Twitter works, how to leverage influencers and how to stimulate conversation.
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could you think this up?
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not without being among the first people to use and embrace new technologies and
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could you think up this?
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not without realizing the value of connecting people to each other and acknowledging that personal data is the
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could you think this up?
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not without thinking like a software company and knowing how to leverage the
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Dexter ARGBand that crowdsources It gets better
could you think this up?
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not without realizing that sometimes we don’t have to make anything; we have
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the work
v20
the making
v21
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We are living through the disorientation that comes from including 2 billion new participants in a media landscape previously operated by
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We tend to over estimate the value of connecting people to brands and information while we greatly underestimate the
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consumers want to participate
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consumers want to participate
we have complex relationships with media
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consumers want to participate
we have complex relationships with media
we join forces to exert influence
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consumers want to participate
we have complex relationships with media
we join forces to exert influence
we want to do business with human brands
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consumers want to participate
we have complex relationships with media
we join forces to exert influence
we want to do business with human brands
community is our new source of content
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consumers want to participate
we have complex relationships with media
we join forces to exert influence
we want to do business with human brands
community is our new source of content
there is no such thing as perfect
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consumers want to participate
we have complex relationships with media
we join forces to exert influence
we want to do business with human brands
community is our new source of content
there is no such thing as perfect
we have a new definition of quality
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consumers want to participate
we have complex relationships with media
we join forces to exert influence
we want to do business with human brands
community is our new source of content
there is no such thing as perfect
we have a new definition of quality
attention is the new scarcity
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what’s next
content is getting easier to generate and share
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what’s next
content is getting easier to generate and share
the stream is moving beyond realtime
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what’s next
content is getting easier to generate and share
the stream is moving beyond realtime
individuals can filter more than ever
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what’s next
content is getting easier to generate and share
the stream is moving beyond realtime
individuals can filter more than ever
C2C rivals B2C
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what’s next
content is getting easier to generate and share
the stream is moving beyond realtime
individuals can filter more than ever
C2C rivals B2C
influence gets more influential
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from likes to circles
Suburban Moms
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Hispanic Moms
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Gay Urbanites
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Empty Nesters
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Roommates
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Don’t know how
to cook
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support
loyalty
advocacy
awareness
considerationintent
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SEARCH
LEARNPL
AY
TRAN
SACT
ENTERTAIN
CONNECT
Earn TrueBlue points every 2me you
check in at JetBlue
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SEARCH
LEARNPL
AY
TRAN
SACT
ENTERTAIN
CONNECT41
entertainment
awarenessbuzzattentioncultural impactscale
websitespresence engineeringsocialmobileaccessibleowned content
loyaltybarriers to exitadded valuecompetitive advantagecommunity
information utility
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useful
shortterm
longterm
entertaining43
apps
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iAds
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social
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microsites
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facebook apps
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live events
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gaming dynamics
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shopping
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emerging platforms
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what they all have in common
experiences invite
participationdefined by user
sharing is essentialleverage
community54
what has to
audiencemessages
targetmedia plan
penetrate
communityutilityinviteinterest plancollaborate
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what has to
user experience and engagement are the new art and copy
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I've worked for some of the best creative shops in north america, and the biggest issues regarding digital integration that I've run into are: idea recognition and experience design. Many creative-lead shops have established methodologies for coming up with great ideas, and have senior creative directors who might not have the experience to understand/ recognize good digital ideas. (That said, it often doesn't stop the creative-lead shop at coming up with original ideas that work within the digital space.)
If traditional agencies want to be the future of digital, I think they need to invest in experience design & experience strategy. Learning how to do this, and effectively integrating those UX evangelists throughout the agency will ultimately determinethose agencies that move the industry forward.
“ “Jordan Julien
Digital & social strategy consultant & UX Architect for BMW, Coke, Telus, Dove, Canadian Tire, AT&T, Microsoft, Cineplex,
VISA, Toyota, GE, P&G
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what has to from:
who is our target?
what is our insight?
what is our message?
where do we reach them?
how do we measure success?
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what has to to:
who is our community?
where do they hang out?
what value can we add?
what should our content be?
how will people get involved?
what platforms, tech, APIs should we use?
what will make it ongoing?
how will we measure success?59
what has to
interactiveshareable
participatoryongoing
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what has to
CWAD
CWADSocialMobile
DesignUXTechMobile
CWDesignUXSocial
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CWAD
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DesignUXTechMobile
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“We designed the print ad around the functionality of mobile.”
Account Director, Mullen
and former Making
Kay Pancheri
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what has to
content strategist
copywriter
art director
web designer
IA/UX
programmer
video producer
connection planner
PR/social media
media
analytics
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what has to
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what has to
pressure from the top
buy-in from everyone
commitment of resources
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where do you
new sources of contentactively use social media
learn what you can do with an api
partner with someone different
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expect mistakeshow we sold encouraging offline ae’s to think and sell digital with no training or supervision – neglected to put digital-savvy person in new business role – arrogant enough to think we knew what we were talking about
how we scoped refused to acknowledge true costs of digital - gave team leftover money squeezed from offline budgets – failed to train clients on actual value – brought message rather than experience mentality to the space – gave digital work away to “get” the business – perpetuated the diminished worth of digital
how we staffedcontinued to hire legacy talent l focused on usage rather than future when downsizing – assumed traditional talent could lead digital efforts - believed project management could compensate for digitally naïve account people – defined integration as offline people could try digital (but not the other way around)
how we deliveredcollapsed all project management into one group, allowing key online pm to leave – assumed a “brand” creative brief was enough despite lack of details to do effective digital work - allowed traditional creative teams to present ideas before including UX and technology – failed to unite different groups physically delayed integrating digital media, creative, Technical Support – neglected to invest in collaborative technology, depending too much on IT instead of developers how we rewardedassumed digital people would put learning on hold while they spent time cleaning up after offline colleagues – under invested in training (formal and informal) – didn’t mandate digital skill expansion as part of performance evaluation for all
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always be in beta
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#mdwboulder
post@makingdigitalwork.posterous.com
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thank you
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