IDEAS BORN SOCIALlearning from experiments in social creativity
THIS IS NOT A TEST.Here are a few learnings from experimenting
with social creativity in a global ad network.
It all started with a question we revisit often:
How would we do things differently if we
were starting from scratch?
RAPP OrangeC:0 M:50 Y:100 K:0R:247 G:148 B:30
1. Build business from the ground up to work in our connected world
2. This means putting humans at the center not technology
3. Fully integrate social dynamics to make it scale
Social by Design
via
“...media is the connective tissue of society.”
Clay ShirkyCognitive Surplus
media is the connective tissue of new agency models, big and small...
ONE.Connecting the agency via social networks
needs a clear, culturally-relevant, marketing-
free framework to identify and elevate
business problems.
“The greatest challenge to any thinker is stating the problem in a way that will allow a solution.” Bertrand Russell
“...can be defined as the network of beliefs, attitudes, behaviors and histories that are prevalent among communities of people.
“It is learned from birth and continues to grow through a range of social and environmental experiences and relationships (and the meanings we make of them).
“Culture becomes an integral part of how we think and behave; it is like a lens through which we see the world.”
CommunityMatters
Culture
ARISING BELIEFSINGRAINED
BEHAVIORS
INSTITUTIONALIZED
CONVENTIONS
CULTURE... Wants to Change Needs to Change Must Change
MANIFESTED VIA Thought Leaders Mainstream Systems
DEFINED BY Purpose Orthodoxy Stagnation
experimental framework to define problems in culture
HOW ABOUT THIS ONE?
We are no longer a nation that celebrates making things and as
a result, we are lost
When technology is opaque and poorly understood it drives
wasteful behaviors and sub-par experiences
Data worldwide is either disconnected or invisible and this limits our potential to be
smarter
all problem statements are speculative and were reversed-engineered via analyzing published interviews with management
ARISING BELIEFS INGRAINED BEHAVIORS INSTITUTIONALIZED CONVENTIONS
*
for example
creative brief = a problem to solve
this is particularly important when briefing a network
also, avoid speaking marketing
english is always better
TWO.Connecting a global network is different than
creating a collaborative shop from scratch.
We already have people all over the world.
Let’s leverage the best of dedicated small teams and
mix it with the power of fluid non-expert groups.
CLIENT INPUT!
PROBLEM ALIGNMENT!
PROBLEM STATEMENT!
HUNCHES!
BRAND STORY!
IDEAS! WINNERS!
IDEATION!
IDEA WALL!CURATION WORKSHOP!
[CORE TEAM]!
[COLLABORATIVE NETWORK]!PROJECT
PLAN!
INQUIRY!
STRATEGY!FINE-TUNE!
PREPARE CLIENT!WORKSHOP/
PRESENTATION!
CLIENT INPUT!
PROBLEM ALIGNMENT!
PROBLEM STATEMENT!
HUNCHES!
BRAND STORY!
IDEAS! WINNERS!
IDEATION!
IDEA WALL!CURATION WORKSHOP!
[CORE TEAM]!
[COLLABORATIVE NETWORK]!PROJECT
PLAN!
INQUIRY!
STRATEGY!FINE-TUNE!
PREPARE CLIENT!WORKSHOP/
PRESENTATION!
small teams fully dedicated to the project
fluid network of people from all disciplines and backgrounds
THREE.What happens if the team can play with hundreds
of ideas just a few days after the project started?
A) Can be overwhelming, B) Could be fun, C) If done
well, is eye opening, D) It’s always better, ideas love
to mate and make better ideas.
“We are often better served by connecting ideas than we are by
protecting them... Environments that build walls around good
ideas tend to be less innovative in the long run than more open-
ended environments. Good ideas may not want to be free, but
they want to connect, fuse, recombine.... They want to complete
each other as much as they want to compete.”
Steven JohnsonWhere Good Ideas Come From
FOUR.The most important learning is to keep doing new
stuff and revisiting the question on page two.
Other key learnings include:
‣Experimenting with social networks as part of work feels like play
‣Social creativity or crowdsoursing in commercial creativity works when both the network and dedicated teams are allowed to do what they do best
‣There is plenty of room for experimentation and many ways to activate private and public networks
‣The tighter the brief and the shorter the timeline, the better the work
‣Integrating all these people around a problem they can understand is way easier than trying to integrate them around a solution
‣Keep an open mind when curating/connecting ideas, start with broad territories, allow concept and detail to inform each other
thank you@akaJuanSmith
RAPP OrangeC:0 M:50 Y:100 K:0R:247 G:148 B:30