THE NEXT GENERATION OF SOCIAL CREATIVITY

25.09.14

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THE EVOLUTION OF CREATIVITY

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THE EVOLUTION OF CREATIVITY

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WAS

THE EVOLUTION OF CREATIVITY

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CREATIVE AS “THE BIG IDEA”

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“THE BIG IDEA” CAME FROM A BIG AGENCY

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IT WAS INSTANCED ACROSS ALL PLATFORMS

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IS

THE EVOLUTION OF CREATIVITY

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CREATIVITY IS STILL SEEN AS “THE BIG IDEA”

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BUT NOW, IT COMES FROM INTER-AGENCY PLANNING AND COLLABORATION

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AND IT IS STILL INSTANCED ACROSS ALL PLATFORMS

YES IDEAS CAN (AND DO) COME FROM

ANYWHERE

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IDEAS HAVE BECOME THE NEW COMMODITY

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IT’S NO LONGER THE ACT OF HAVING AN IDEA

THAT DEFINES SUCCESS

SUCCESS IS ABOUT THE REDEFINITION OF WHAT AN IDEA IS

SUCCESS IS ABOUT THE REDEFINITION OF WHAT AN IDEA IS

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THE END OF THE BIG IDEA

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GOING TO BE

THE EVOLUTION OF CREATIVITY

CREATIVITY AS CONTENT

DRIVEN BY A BRAND PURPOSE / WITH CONTEXT AS EMPEROR

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AN EXPLOSION OF CREATIVITY

MANY IDEAS / THE MAKER REVOLUTION / THE DEMOCRATIZATION OF CONTENT

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THERE ARE THINGS TO UNDERSTAND ABOUT WHERE

CREATIVITY IS GOING

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THREE THINGS TO CONSIDER

3HOW TO

EXECUTE GREAT SOCIAL

CREATIVITY

2HOW TO

SHIFT OUR

THINKING

1HOW WE

DEFINE GREAT SOCIAL

CREATIVITY

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DEFINE

THREE THINGS TO CONSIDER ABOUT THE FUTURE OF CREATIVITY

1

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QUALITIES OF GREAT CREATIVE

DEFINE GREAT SOCIAL CREATIVITY

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SPEED IS THE NEW BLACK

QUALITIES OF GREAT CREATIVE

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SPEED IS THE NEW BLACK

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CULTURAL VALUES ARE THE NEW SPARK

QUALITIES OF GREAT CREATIVE

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CULTURAL VALUES ARE THE NEW SPARK

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TECHNOLOGY FUELS CREATIVITY, BUT DOES NOT REPLACE IT

QUALITIES OF GREAT CREATIVE

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TECHNOLOGY ENABLES CREATIVITY, BUT DOES NOT REPLACE IT

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BRANDS ARE STORIES AND PLATFORMS FOR STORYTELLING

QUALITIES OF GREAT CREATIVE

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BRANDS ARE STORIES, AND PLATFORMS FOR STORYTELLING

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THREE THINGS TO CONSIDER ABOUT THE FUTURE OF CREATIVITY

SHIFT2

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SHIFT OUR THINKING

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SHIFT HOW WE APPROACH

from TOP-DOWN

ONE IDEA WITH ADVERTISING AS THE DRIVER

to BOTTOM-UP

ADVERTISING AS JUST A CONTENT TYPE AMONG MANY IDEAS

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from ONE AUDIENCE

ONE TARGET

to MANY AUDIENCES

MANY TARGETS THAT ARE HYPER-SPECIFIC AND HYPER-LOCAL

SHIFT HOW WE

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SHIFT HOW WE

BIG TO SMALLfrom

SMALL TO BIGto

EXECUTIVE CREATIVE DIRECTOR CURATES

from COMMUNITY

CURATES

to

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SHIFT HOW WE

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SHIFT HOW WE

SOCIAL MEDIA IDEAS

from SOCIALLY-CONNECTED

IDEAS

to

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SHIFT HOW WE

A FOCUS ON WHAT YOU DO

from A FOCUS ON

HOW YOU DO IT

to

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THREE THINGS TO CONSIDER ABOUT THE FUTURE OF CREATIVITY

EXECUTE3

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EXECUTE

What should we do for our Super Bowl spot?

What content can we create in Facebook?

CONTENT PLATFORM

THE MEDIUM FOR SHARING THE IDEA

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CONTENT PLATFORMS

target

purpose

objective

target

purpose

objective

target

purpose

objective

target

purpose

objective

target

purpose

objective

target

purpose

objective

target

purpose

objective

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EXECUTE

What should we do for our Super Bowl spot?

What content can Facebook?

CONTENTPLATFORM

THE MEDIUM

What is our big video idea?

How can we best use infographics?

CONTENT TYPE

THE FORMAT IN WHICH THE IDEA COMES TO LIFE

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CONTENT TYPES

slideshow

type treatment

static infographic

cartoon illustration

micro photo

caption

icon

animated gif

multiple choice q/a

macro photo

video bit

short-form video

long-form video

interactive video

song

album

spoken word

playlist

list

free response q/a

multiple choice q/a

fill-in-the-blank

meme

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EXECUTE

What should we do for our Super Bowl spot?

What content can Facebook?

CONTENTPLATFORM

THE MEDIUM

How can we best launch this product?

How can we support this event?

CONTENT OCCASION

THE REASON FOR CREATING THE IDEA

What is our big video idea?

How can we best use infographics?

CONTENTTYPE

THE FORMAT IN WHICH THE IDEA

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TYPES OF CONTENT OCCASIONS

unplanned

MENTIONS OR ENDORSEMENTS

TIMELY EVENTS

planned

PRODUCT LAUNCHES

EVENTSDRIVE PERIODS

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CREATE CONNECTIONS AROUND

AUDIENCE

CONTENT PLATFORMS CONTENT TYPES

CONTENT OCCASION

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CREATE A CONNECTION WITH YOUR AUDIENCE

PLATFOR TYPE

OCCASION

AUDIENCE

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WHAT NEVER CHANGES IS THE ANCHOR AROUND THE HUMAN CONDITION:

AUDIENCE

NEEDS, WANTS, TRUTHS

NEED WAS IS GOING TO BE

TO BE SEEN & HEARD Portrait Selfie Dronie

TO BE RECOGNIZED High five Like Yo

TO CHRONICLE ACHIEVEMENTS Scrapbook Check-in iBeacon

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AUDIENCE

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3 TYPES OF IDEAS DELIVER ON CONTENT OCCASIONS

FRANCHISES CAMPAIGNS MOMENTS

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TYPES OF IDEAS FROM CONTENT OCCASIONS

FRANCHISESFOUNDATIONAL CONTENT THAT IS ADAPTABLE ACROSS ALL OCCASIONS

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FRANCHISE

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TYPES OF IDEAS FROM CONTENT OCCASIONS

CAMPAIGNSPROGRAMMATIC CONTENT THAT LEVERAGES PLANNED CONTENT OCCASIONS

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CAMPAIGNS

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TYPES OF IDEAS FROM CONTENT OCCASIONS

MOMENTSTIMELY CONTENT THAT LEVERAGES UNPLANNED CONTENT OCCASIONS

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MOMENTS

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3 TYPES OF IDEAS DELIVER ON CONTENT OCCASIONS

MOMENTSCAMPAIGNSFRANCHISESFOUNDATIONAL CONTENT THAT IS

ADAPTABLE ACROSS ALL OCCASIONSPROGRAMMATIC CONTENT THAT

LEVERAGES PLANNED CONTENT OCCASIONSTIMELY CONTENT THAT LEVERAGES UNPLANNED CONTENT OCCASIONS

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KEY TAKEAWAYS

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1. THE END OF THE BIG IDEA 2. THE DEMOCRATIZATION OF CONTENT 3. HUMAN TRUTHS/NEEDS WILL ALWAYS

ANCHOR THE WORLD'S BEST CREATIVITY 4. PLAN FOR OCCASIONS 5. IF CONTENT IS KING, CONTEXT IS EMPEROR

KEY TAKEAWAYS

thank you! @marclandsberg

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