Jaws in Space (Part III) - SEMDays & SEOZone 2015
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Transcript of Jaws in Space (Part III) - SEMDays & SEOZone 2015
![Page 1: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/1.jpg)
@hannah_bo_banna
jaws in space
how to develop
& pitch creative ideas
@hannah_bo_banna
![Page 2: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/2.jpg)
@hannah_bo_banna
this is distilled
![Page 3: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/3.jpg)
@hannah_bo_banna
we made this
![Page 4: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/4.jpg)
@hannah_bo_banna
2.2m page views | 111k+ ‘likes’ | 1,280 LRDs
![Page 5: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/5.jpg)
@hannah_bo_banna
a few years ago we made this
![Page 6: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/6.jpg)
@hannah_bo_banna
it got just 31 ‘likes’
![Page 7: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/7.jpg)
@hannah_bo_banna
we *still* don’t always get it right
![Page 8: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/8.jpg)
@hannah_bo_banna
everyone agrees that coming up with a ‘good’ ideais paramount
![Page 9: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/9.jpg)
@hannah_bo_banna
but what do we mean by a ‘good’ idea?
![Page 10: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/10.jpg)
@hannah_bo_banna
something that appears to have worked?
![Page 11: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/11.jpg)
@hannah_bo_banna
pop quiz!
![Page 12: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/12.jpg)
@hannah_bo_banna
I’m going to show you 2 pieces - which got the most links?
![Page 13: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/13.jpg)
@hannah_bo_banna
![Page 14: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/14.jpg)
@hannah_bo_banna
![Page 15: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/15.jpg)
@hannah_bo_banna
ready?
![Page 16: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/16.jpg)
@hannah_bo_banna
64 LRDs
![Page 17: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/17.jpg)
@hannah_bo_banna
275 LRDs
![Page 18: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/18.jpg)
@hannah_bo_banna
ok, you’ve seen which got the most links, but which got the most interactions on facebook?
![Page 19: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/19.jpg)
@hannah_bo_banna
ready?
![Page 20: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/20.jpg)
@hannah_bo_banna
50k facebook interactions
![Page 21: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/21.jpg)
@hannah_bo_banna
5k facebook interactions
![Page 22: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/22.jpg)
@hannah_bo_banna
the relationship between social shares and links is not as linear as you might expect
![Page 23: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/23.jpg)
@hannah_bo_banna
sometimes links lead to increased social shares
![Page 24: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/24.jpg)
@hannah_bo_banna
1,280 LRDs | 111k+ ‘likes’
![Page 25: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/25.jpg)
@hannah_bo_banna
other times, social shares lead to links
![Page 26: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/26.jpg)
@hannah_bo_banna
230k+ ‘likes’ | 330 LRDs
![Page 27: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/27.jpg)
@hannah_bo_banna
ok, let’s try another one
raise your hands if you think this piece got links from more than 100 sites
![Page 28: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/28.jpg)
@hannah_bo_banna
![Page 29: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/29.jpg)
@hannah_bo_banna
ready?
![Page 30: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/30.jpg)
@hannah_bo_banna
215 LRDs
![Page 31: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/31.jpg)
@hannah_bo_banna
what about this one?
![Page 32: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/32.jpg)
@hannah_bo_banna
![Page 33: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/33.jpg)
@hannah_bo_banna
ready?
![Page 34: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/34.jpg)
@hannah_bo_banna
74 LRDs
![Page 35: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/35.jpg)
@hannah_bo_banna
so hopefully I’ve proved that spotting a good idea is tough
![Page 36: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/36.jpg)
@hannah_bo_banna
but most of the time we’re not even thinking in terms of ideas,
we’re just getting wrapped up in formats
![Page 37: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/37.jpg)
@hannah_bo_banna
‘guides get links’ let’s do loads of guides!
![Page 38: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/38.jpg)
@hannah_bo_banna
a guide is a format, not an idea
![Page 39: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/39.jpg)
@hannah_bo_banna
video is a format, not an idea
![Page 40: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/40.jpg)
@hannah_bo_banna
an infographic is a format, not an idea
![Page 41: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/41.jpg)
@hannah_bo_banna
it’s a huge mistake to think in formats
![Page 42: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/42.jpg)
@hannah_bo_banna
people don’t share formats,they share ideas
![Page 43: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/43.jpg)
@hannah_bo_banna
a quick note on ideas
![Page 44: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/44.jpg)
@hannah_bo_banna
text
an idea is a novel combination of
previously unconnected elements in a way that adds value
![Page 46: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/46.jpg)
@hannah_bo_banna
you’ve probably thought this:
“hmmmm a lot of pop songs sound kinda the same… why is that?”
![Page 47: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/47.jpg)
@hannah_bo_banna
the answer:
“they use the same four chords…”
![Page 48: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/48.jpg)
@hannah_bo_banna
you could just write a list of all the songs that use the same chords...
![Page 49: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/49.jpg)
@hannah_bo_banna
meh
![Page 50: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/50.jpg)
@hannah_bo_banna
it’s not until you show me that I really get it
![Page 51: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/51.jpg)
@hannah_bo_banna
why do pop songs sound the same?
they use the same 4 chords
bring it to life with a mash up
combining previously
unconnected elements
execute in a way that adds value
![Page 52: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/52.jpg)
@hannah_bo_banna
that’s an idea
![Page 53: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/53.jpg)
@hannah_bo_banna
that’s what you need to be shooting for
![Page 54: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/54.jpg)
@hannah_bo_banna
but I’m getting ahead of myself, let’s rewind a little
![Page 55: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/55.jpg)
@hannah_bo_banna
![Page 56: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/56.jpg)
@hannah_bo_banna
we don’t have the luxury of creating & launching a bunch of different things
before hitting on a winner
![Page 57: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/57.jpg)
@hannah_bo_banna
we get fired
![Page 58: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/58.jpg)
@hannah_bo_banna
how can we improve our strike rate?
![Page 59: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/59.jpg)
@hannah_bo_banna
we started out with this
![Page 60: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/60.jpg)
@hannah_bo_banna
![Page 61: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/61.jpg)
@hannah_bo_banna
what sort of ideas ‘stick’?
![Page 62: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/62.jpg)
@hannah_bo_banna
urban legend
(a story which spreads spontaneously in various forms)
![Page 63: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/63.jpg)
@hannah_bo_banna
a friend of a friendwas away on business in Chicago
![Page 64: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/64.jpg)
@hannah_bo_banna
he decides to head out to a bar alone
![Page 65: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/65.jpg)
@hannah_bo_banna
he meets a beautiful stranger
![Page 66: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/66.jpg)
@hannah_bo_banna
they head to a motel
![Page 67: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/67.jpg)
@hannah_bo_banna
in the morning he wakes to find himself in a bathtub full of ice
![Page 68: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/68.jpg)
@hannah_bo_banna
there’s a freshly stitched incision on his side
![Page 69: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/69.jpg)
@hannah_bo_banna
call 911 is scrawled in lipstick on the bathroom tiles
![Page 70: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/70.jpg)
@hannah_bo_banna
he’s admitted to hospital, & is told that one of his kidneys has been removed
![Page 71: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/71.jpg)
@hannah_bo_banna
this guy is almost certainly going to wake up without a kidney
![Page 72: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/72.jpg)
@hannah_bo_banna
authors Chip & Dan Heath wanted to figure out why people shared this story….
here’s what they came up with
![Page 73: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/73.jpg)
@hannah_bo_banna
it’s simple & easy to tell
![Page 74: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/74.jpg)
@hannah_bo_banna
& it has one clear message
![Page 75: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/75.jpg)
@hannah_bo_banna
“don’t accept drinks from strangers”
![Page 76: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/76.jpg)
@hannah_bo_banna
it’s unexpected,a kidney seems a high price to pay for a one night stand
![Page 77: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/77.jpg)
@hannah_bo_banna
it’s concrete,there are tangible details:
a bathtub full of ice, call 911 is scrawled on the wall
![Page 78: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/78.jpg)
@hannah_bo_banna
it seems credible(despite the fact that there have never been any crimes of
this nature recorded)
![Page 79: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/79.jpg)
@hannah_bo_banna
it provokes an emotional reaction
![Page 80: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/80.jpg)
@hannah_bo_banna
it’s a great story& people remember stories, not stats
![Page 81: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/81.jpg)
@hannah_bo_banna
we’re not in the business of inventing urban legends
but we are seeking to create things which other people want to share
![Page 82: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/82.jpg)
@hannah_bo_banna
as such we’ve taken the ‘Made to Stick’ framework, added a factor of our own, & applied it to the content we create:
simpleunexpectedconcretecredibleemotionalstoryshareable
![Page 83: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/83.jpg)
@hannah_bo_banna
simple
is there one clear message? (don’t bury the lead)
![Page 84: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/84.jpg)
@hannah_bo_banna
![Page 85: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/85.jpg)
@hannah_bo_banna
unexpected
what’s new or different?
![Page 86: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/86.jpg)
@hannah_bo_banna
2.2m page views | 111k+ ‘likes’ | 1,280 LRDs
![Page 87: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/87.jpg)
@hannah_bo_banna
concrete
are the details tangible? or are you dealing in the abstract?“you can’t pick up a calorie, you can pick up a burger”
![Page 88: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/88.jpg)
@hannah_bo_banna
![Page 89: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/89.jpg)
@hannah_bo_banna
credible
is your data credible?is the story credible?
is it credible coming from you?
![Page 90: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/90.jpg)
@hannah_bo_banna
emotional
does it provoke an emotional reaction?does it make people feel something?
![Page 91: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/91.jpg)
@hannah_bo_banna
![Page 92: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/92.jpg)
@hannah_bo_banna
story
are you telling a story?people remember stories, not stats
![Page 93: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/93.jpg)
@hannah_bo_banna
![Page 94: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/94.jpg)
@hannah_bo_banna
![Page 95: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/95.jpg)
@hannah_bo_banna
shareable
would someone look good sharing this?what does sharing this say about someone?
![Page 96: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/96.jpg)
@hannah_bo_banna
![Page 97: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/97.jpg)
@hannah_bo_banna
you don’t need all 7 to be successful: but in this case, more is more
![Page 98: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/98.jpg)
@hannah_bo_banna
further reading:
lessons in virality from axl rosehttp://dis.tl/HS-axl
![Page 99: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/99.jpg)
@hannah_bo_banna
the ‘success’ framework helps us fail less often, but it hasn’t solved all our problems
![Page 100: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/100.jpg)
@hannah_bo_banna
problem one
it’s a useful tool, but it can be used as a weapon
![Page 101: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/101.jpg)
@hannah_bo_banna
good ideas rarely seem like good ideas at their inception,that’s what stops the majority of people from having them
~Drew Gummerson
![Page 102: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/102.jpg)
@hannah_bo_banna
don’t use this to shoot ideas down,use it to build ideas up
![Page 103: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/103.jpg)
@hannah_bo_banna
how can we develop this idea to make it moresimple?unexpected?concrete?credible?emotional?story-driven?shareable?
![Page 104: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/104.jpg)
@hannah_bo_banna
you can also use the framework later in the ideation process to help you decide which ideas to pitch
![Page 105: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/105.jpg)
@hannah_bo_banna
but there’s another issue
![Page 106: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/106.jpg)
@hannah_bo_banna
the made to stick framework helps you develop‘good’ ideas
![Page 107: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/107.jpg)
@hannah_bo_banna
but we’re not just trying to come up ‘good’ ideas
![Page 108: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/108.jpg)
@hannah_bo_banna
we’re trying to come up with ‘good’ ideaswhich are right for our clients
![Page 109: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/109.jpg)
@hannah_bo_banna
problem 2
clients don’t always understand why *they*
should care about these criteria
![Page 110: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/110.jpg)
@hannah_bo_banna
there’s insufficient onus on why this is a good idea for
their company
![Page 111: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/111.jpg)
@hannah_bo_banna
we found that some of our best ideas weren’t getting signed off
![Page 112: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/112.jpg)
@hannah_bo_banna
we needed to get better at coming up with ‘good’ ideaswhich were right for the client
ANDget them signed off
we needed to get better at pitching ideas
![Page 113: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/113.jpg)
@hannah_bo_banna
who’s great at pitching ideas?
![Page 114: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/114.jpg)
@hannah_bo_banna
the high concept pitch
for alien was
“jaws in space”
@hannah_bo_banna
![Page 115: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/115.jpg)
@hannah_bo_banna
that’s a lot of information in just 3 words,it tells you a lot about the film
![Page 116: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/116.jpg)
@hannah_bo_banna
the ship is not sleek & clean like in other sci-fi moviesthis is grubby, broken, low-tech
![Page 117: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/117.jpg)
@hannah_bo_banna
this film will be filled with tension & conflict,not everyone will understand the danger they’re in
![Page 118: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/118.jpg)
@hannah_bo_banna
we figured we could learn from this
however,the aim was not to be able to pitch our ideas in 3 words
![Page 119: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/119.jpg)
@hannah_bo_banna
or even 6 words
![Page 120: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/120.jpg)
@hannah_bo_banna
![Page 121: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/121.jpg)
@hannah_bo_banna
our aim was to distill our thinking & communicate why our ideas were right for the client
![Page 122: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/122.jpg)
@hannah_bo_banna
this is what we came up with
![Page 123: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/123.jpg)
@hannah_bo_banna
relevant, resonant & different
![Page 124: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/124.jpg)
@hannah_bo_banna
this is hard to explain in the abstract so I’ll be using an example
![Page 125: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/125.jpg)
@hannah_bo_banna
![Page 126: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/126.jpg)
@hannah_bo_banna
pop quiz!
![Page 127: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/127.jpg)
@hannah_bo_banna
raise your hands if you think this is a ‘good’ idea
![Page 128: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/128.jpg)
@hannah_bo_banna
![Page 129: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/129.jpg)
@hannah_bo_banna
hopefully I can convince the rest of you
![Page 130: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/130.jpg)
@hannah_bo_banna
relevant, resonant & different
![Page 131: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/131.jpg)
@hannah_bo_banna
relevant
![Page 132: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/132.jpg)
@hannah_bo_banna
this is about ‘brand fit’why is this the right thing for the company to do?
![Page 133: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/133.jpg)
@hannah_bo_banna
podio’s strapline is ‘empowering you to work the way you want’
&
they’re targeting people in the creative industry
![Page 134: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/134.jpg)
@hannah_bo_banna
‘daily routines’ places podio in the conversations people are already
having about how best to work,without being self-serving
![Page 135: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/135.jpg)
@hannah_bo_banna
resonant
![Page 136: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/136.jpg)
@hannah_bo_banna
why will our target audience & target publishers care about this?
![Page 137: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/137.jpg)
@hannah_bo_banna
creativity & productivity are perpetually hot topics:
![Page 138: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/138.jpg)
@hannah_bo_banna
![Page 139: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/139.jpg)
@hannah_bo_banna
![Page 140: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/140.jpg)
@hannah_bo_banna
![Page 141: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/141.jpg)
@hannah_bo_banna
so we know people share this stuff
![Page 142: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/142.jpg)
@hannah_bo_banna
we think people will share our piece because it:
makes them look smartand/or
makes them look culturedand/or
makes them look interested & interestingand/or
makes them look like they care about being creative
![Page 143: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/143.jpg)
@hannah_bo_banna
& we know the publishers we want coverage fromfeature this stuff
![Page 144: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/144.jpg)
@hannah_bo_bannaexcerpt from a buzzsumo content analysis report for ‘creativity’
![Page 145: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/145.jpg)
@hannah_bo_banna
different
![Page 146: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/146.jpg)
@hannah_bo_banna
how is this different from what’s already out there?how are we adding value?
![Page 147: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/147.jpg)
@hannah_bo_banna
this data has been visualised before
![Page 148: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/148.jpg)
@hannah_bo_banna
![Page 149: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/149.jpg)
@hannah_bo_banna
but this is a posterit wasn’t built for the web
![Page 150: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/150.jpg)
@hannah_bo_banna
this execution doesn’t allow you to compare the creative routines of the people featured,
or explore the data, our execution will
![Page 151: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/151.jpg)
@hannah_bo_banna
have I managed to convince you it’s a good idea yet?
![Page 152: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/152.jpg)
@hannah_bo_banna
how did it all go down?
![Page 153: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/153.jpg)
@hannah_bo_banna
you will never be 100% confident
![Page 154: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/154.jpg)
@hannah_bo_banna
![Page 155: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/155.jpg)
@hannah_bo_banna
760k page views | 40k+ ‘likes’ | 1,077 LRDs
![Page 156: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/156.jpg)
@hannah_bo_banna
please note:
![Page 157: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/157.jpg)
@hannah_bo_banna
results like this don’t just *happen*
![Page 158: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/158.jpg)
@hannah_bo_banna
we spent over 60 hours promoting this piece
![Page 159: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/159.jpg)
@hannah_bo_banna
today we use the ‘SUCCESS’ framework alongside‘relevant, resonant, different’
![Page 160: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/160.jpg)
@hannah_bo_banna
it means our ideation process is more rigorous
![Page 161: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/161.jpg)
@hannah_bo_banna
& it forces us to think harder about whether or not our ideas make sense for our clients
![Page 162: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/162.jpg)
@hannah_bo_banna
it makes getting sign off from clients easier
![Page 163: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/163.jpg)
@hannah_bo_banna
& we’re failing less often
![Page 164: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/164.jpg)
@hannah_bo_banna
final thoughts
![Page 165: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/165.jpg)
@hannah_bo_banna
getting good at this stuff is hard
![Page 166: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/166.jpg)
@hannah_bo_banna
there’s a few things we do which we think have helped us get better
![Page 167: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/167.jpg)
@hannah_bo_banna
1. focus on ideas, not formats
![Page 168: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/168.jpg)
@hannah_bo_banna
text
an idea is a novel combination of
previously unconnected elements in a way that adds value
![Page 169: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/169.jpg)
@hannah_bo_banna
an infographic is not an ideait’s a format
![Page 170: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/170.jpg)
@hannah_bo_banna
people don’t share formats,they share ideas
![Page 171: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/171.jpg)
@hannah_bo_banna
further reading:
how to produce content people will sharehttp://dis.tl/MJ-share
how to produce better content ideashttp://dis.tl/MJ-idea
![Page 172: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/172.jpg)
@hannah_bo_banna
2. take this sh*t seriously
![Page 173: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/173.jpg)
@hannah_bo_banna
a few years ago we used to ‘present’ creative ideas like this:
![Page 174: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/174.jpg)
@hannah_bo_banna
[redacted]
![Page 175: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/175.jpg)
@hannah_bo_banna
those were not ideas
![Page 176: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/176.jpg)
@hannah_bo_banna
you won’t be surprised to hear that sign off was an issue
![Page 177: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/177.jpg)
@hannah_bo_banna
today we present creative ideas in person, with a slide deckwe also spend significantly longer on the ideation process
![Page 178: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/178.jpg)
@hannah_bo_banna
3. keep on keeping on
![Page 179: Jaws in Space (Part III) - SEMDays & SEOZone 2015](https://reader034.fdocuments.us/reader034/viewer/2022042907/587a10501a28ab01268b7923/html5/thumbnails/179.jpg)
@hannah_bo_banna
we continually evolve our approach & our processes
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@hannah_bo_banna
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@hannah_bo_banna
good luck out there x
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@hannah_bo_banna
Hannah SmithContent Strategist, Distilled caffeine addict; book worm; would really like a unicorn...
send cat pictures or questions to:
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credits
Images:alien: http://www.wired.com/2010/02/0205hr-giger-born-science-fiction-artist/kidney heist: http://www.marthastewart.com/275076/a-housewarming-cocktail-party/@center/277004/kevin-sharkeys-home-makeover#222626 unexpected - http://thabto.files.wordpress.com/2013/07/shocked-face.jpgdaily rituals - http://24.media.tumblr.com/011d7a30de400a6f5f9244775f95781a/tumblr_mmg8etEJt81qzlz5go1_r1_1280.jpgemotional - http://adland.tv/ooh/feed-sa-trolley-ambient-south-africaswing - https://www.flickr.com/photos/21745851@N00/4805435840facepalm - http://www.urbandictionary.com/define.php?term=facepalm no finish line - http://www.quotesvalley.com/images/50/there-is-no-finish-line-5.jpgdanbo - https://www.flickr.com/photos/nomadic_lass/6889892777/in/set-72157629144987013unicorn - http://queenofheartsonthesleeve.tumblr.com/post/58736423727/ok-not-much-but-here-it-is-3
Big love to to the wonderful Distilled folks who helped me put this together.