Creativity & Technology: Learning to Play Well in the Internet Sandbox

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A workshop designed to illustrate and inform about the role creativity plays in working with technology to attain effective marketing

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  • Creativity & Technology: Learning to Play Well in the Internet Sandbox

    1. 1. Creativity & Technology:Learning to Play Well in the Internet Sandbox A Workshop Presented to National Space and Technology Association (NSTA) April 6, 2011 by Joe Fournet and Troy Burwell copyright 2011 Ideas & MORE, all rights reserved 1
    2. 2. What we’ll be chattn’ aboutWhat is creativityPower of ideasDriving traffic to your web site Which comes first: Design or Content How do search engines and SEO figure into this E-mail campaign - what makes for effective one But, wait, there’s more 2
    3. 3. S’more chat and some fun . . .Capturing creativity when you don’t havean iPad Presenting the iKit Warp Speed Thinking Drill down technique Idea Tub Creative environmentThings to ponder & Wrap up 3
    4. 4. Creativity & TechnologyC re a t i v it y a n d Te c h n ol ogy can co-exist.Te ch n ol o gy seems all about execution a n d c o ol results (think iPhone). Cr e a tivity seems all about t hought and co ncepts. S o , w h a t ’s t h i s c re a tivity stuff? 4
    5. 5. What is creativity?Crea tivity is the spark - the spark thatignites what you say and how you say it.Or what you do and how you do it.We’ ll explore thought, the power of themind and of ideas, and how they mustplay well w ith technol ogy for effectiveInter net ma rketing – the cyber sandboxif you will. 5
    6. 6. What does creativity mean to you? OK, who wants to be first? 6
    7. 7. Creativity InsightsCreativity is a state of mind when the mind has fun, creativity is boundlessCreativity occurs when people perceive there are no limits.Creativity can be defined as the ability to see, feel, touch,think and imagine what one has not seen, felt, touched,thought or imagined before.Creativity – the sudden cessation of stupidity.“Intelligence having fun.” 7
    8. 8. You’re creative if . . . You have the ability to challenge your own imagination and stimulate thoughts to lead you to a new level of solution.Each one of us represents a different perspective, a different creative slant. 8
    9. 9. No Guarantees There is no one thing you can do that willguarantee results. Results can best be gaugedand marketing success can best be measured through a mix of efforts. 9
    10. 10. Power of IdeasDon’t underestimate them.Simplest idea, creatively and smartly executed, can differentiate theforgettable from the memorable.A mix of logic and magic.For best results, ideas should be media and discipline neutral.No boundaries, no limitations.Don’t just think FaceBook or Twitter; think much broader.Companies should only care about two things: How to make theidea work and be relevant. 10
    11. 11. Power of IdeasNever fall in love with your idea! Why? There’s always a better one around the corner. 11
    12. 12. Creativity’s Cardinal RulesDon’t ever underestimate the power ofyour mind or imagination.In order to innovate or create, movebeyond the conventional.Don’t be afraid to ask . . .“why, why not, or what if?” 12
    13. 13. Driving Traffic to Your Site Which comes first: Design or Content? OK, who thinks what? 13
    14. 14. Search Engines & SEOSearch Engine A service which collects web pages and provides a search database of collected files based on relevance. 14
    15. 15. Search Engines & SEOSearch engines exist for one reason: To provide the most relevant search results as fast as possible 15
    16. 16. Search Engines & SEOSEO - Search Engine Optimization The use of on-page and off-page elements to improve natural or organic placement with search engines 16
    17. 17. Search Engines & SEOSEO is: Going fishing from the eyes of the fish 17
    18. 18. Email CampaignsWhat makes for an effective email? Intriguing (better than interesting) and relatively short subject line Personalization Grabber of a headline - ties in with subject line Enticing image or visual + alt tag Don’t forget the TEXT version 18
    19. 19. A Syndicate SampleSample emails designed to promote the blogs of Marketing Syndicate: Once Upon a Time Syndicate Squares 19
    20. 20. Intermission This is a time out.Rest your genius for a bit.Joe and Troy will return. 20
    21. 21. Capturing Creativity How do you do that when you don’t have an iPad? 21
    22. 22. Presenting the iKit Ye Olde Creativity Survival Kit:Makes you feel creative, think creatively Warp Speed Thinking Drill Down Idea Tub 22
    23. 23. Warp Speed Thinking Generating ideas at breakneck speed bycapturing one idea (single word or two or phrase) per Post-it Note in answering simple question to solve a problem. How to increase NSTA’s awareness? No time to analyze or judge Strive for 50 ideas in 5 minutes 23
    24. 24. Drill Down TechniqueTrying to hit THE idea from a different perspective Select 5 best ideas from Post-its -- Discard Select 5 more Discard Select ideas until you’re down to one. Is it the best one? It may be the hidden gem. 24
    25. 25. Idea Wall & Idea TubIdea Wall - anywhere your Post-it Noteideas can gather together in one placeIdea Tub - physical place, thing orelectronic file where all ideas eversubmitted are collected and organized in amanner that’s easily accessibleRemember: Bad ideas are forgotten; goodones need storage 25
    26. 26. Creative EnvironmentDon’t manage creativity; manage FORcreativityEnvironment must be open and receptiveto new ideasBe prepared to take risks 26
    27. 27. Pretty Gutsy Quote “So it comes with being daring that youre going to screw up. But Id ratherapologize than to be so timid as to not try and do anything smart or brave.” -- Lee Clow Worldwide Creative Director TBWA/ChiatDay 27
    28. 28. Failure is an optionHave the courage and guts to accept failure. Build it into yourculture as part of the process; don’t ridicule it, but honor andembrace it.Adopt Pixar Studios’ “suckless mentality”. How we work, how we execute. When presented with something that doesn’t quite measure up, be lighthearted. Say something like “Gee, that really sucks. However, if your tried this or that, it might suck less.” 28
    29. 29. Be like Harley “Creativity as a weapon of business is under-leveragednot for lack of ideas, but for lack of courage to use them orrefusal to give up on them. The phrase, ‘We don’t have timefor creativity,’ is not something you would ever hear in the most successful businesses.” -- Mark-hans Richer, SVP/CMO Harley-Davidson 29
    30. 30. Don’t Let Execution Bury Idea An idea is only as good as its execution. Plenty of good ideas have been trounced because execution sucked or some decision maker didn’t have the courage to stay true to it. The computer and software are just tools to enhance the idea, not to compete with, replace, or screw it up. If you don’t have an iPad, be able to jot down your thoughts on paper or the infamous cocktail napkin. Low-tech or soft-tech still works in high-tech world 30
    31. 31. Oddball Observation #1 Recognize that the key to doing great creative (or robust thinking) isn’t always thinking outside the box. It’s often finding something no one has done before inside the box.Don’t assume everything has already been tried before. Even ifit has, maybe it hasn’t been tried this way. Or, just take the approach there is no box. 31
    32. 32. Oddball Observation #2 The key to accomplishing anything greatis being too stupid to realize it can’t be done. 32
    33. 33. Oddball Observation #3 There will be mistakes made.According to Scott Adams, The Dilbert Principle:“Creativity is allowing yourself to make mistakes. Art is knowing which ones to keep.” copyright 2011 Ideas & MORE, all rights reserved 33
    34. 34. Thank You!! Please send your donations to: Joe Fournet Troy Burwell Ideas & MORE 4 Guys Interactive www.ideasnmore.net www.4guys.comj4net@ideasnmore.net troy@4guys.com 281-980-1802 281-807-4344 copyright 2011 Ideas & MORE, all rights reserved 34

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