MDW NY | Edward Boches_Making Digital Works NY Introduction and Overview
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Edward Boches, Chief Innovation Officer at Mullen, focusing on the need to actually build things, collaborate across disciplines and learn by doing rather than watching.
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MDW NY | Edward Boches_Making Digital Works NY Introduction and Overview
- 1. WELCOME TO MAKING DIGITAL WORK NYC 2010 mullen.com edwardboches.com @edwardboches
- 2. #bdwny
- 5. Why are you here?
- 9. Lumbering advertising behemoths have advantages over smaller, cutting-edge firms
- 10. In transformative markets, incumbents rarely survive
- 12. 256,000,000,000 5,000,000,000 2,000,000,000 500,000,000 (FB) 86,000 (YT) 10,000,000,000 (Tweets) 500,000,000 5,000,000,000 100,000,000 23,000
- 15. Coding is more prized than copywriting
- 16. XBox or Google on the resume trump BBDO or Grey on the resume
- 20. We are living through the disorientation that comes from including 2 billion new participants in a media landscape previously operated by a small group of professionals.
- 24. We regretfully admit that something has happened off the Gulf Coast.
- 32. A new mindset
- 33. audience community messages experiences target invite media plan interest plan penetrate collaborate
- 34. User experience and engagement are the new art and copy
- 40. A new brief
- 41. Interactive, Participatory, Shareable, Useful
- 42. T-shaped people and better collaboration
- 43. copywriter art director web designer IA/UX programmer video producer content strategist connection planner PR/social media media analytics
- 44. CW CW Design CW AD AD UX Design Social Tech UX Mobile Mobile
- 45. = 1 = 6
- 47. Learn by doing
- 50. Day One Day Two Strategy for the digital age Panel: new models and lesson New teams and processes Changing an organization Workshop: revealing anxieties Workshop: Make something From websites to eco-systems Role of creative technologist Great creative: what and how Propagation Planning How to actually make stuff Workshop: Go forth and propagate Workshop: Make something
Editor's Notes
- Welcome to BDW Making Digital Work NY.\n
- We have a hashtag that is active and you can use to share, spread, engage\n
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- One great thing about the digital community is its openness, willing to share and collaborate and learn together. Perhaps the best reason ever to attend any digital conference is to connect in real life with the people you meet on Twitter and blogs.\n
- Coincidentally, we’re all here the week after the two biggest magazines in the country wrote articles about our industry. \n
- Granted we are an industry that likes speculation, exaggeration and self flagellation, but at the same time there’s probably an element of truth to both sides of an argument. One, that the “traditional” side of the business is in big trouble for changing too slowly\n
- And also, the large agency claim that digital is not the exclusive domain of the small funny named shops and in the end the big shops will prevail. \n
- However, if you read the two articles, one thing is certain. We are in the midst of real change that continues at a remarkable pace.\n
- AndDigital does change everything, it puts businesses if not entire industries out of business or at least into Chapter 11\n
- It generates more content than any of us can possibly pay attention to or absorb, though we try our best.\n\nthe entire media landscape has changed 5 billion apps downloaded, 2 billion YT views a week. if this says anything it declares that there is so much information in the stream that attention is scarcer and scarcer.\n
- It gives rise to all kinds of and we have all kinds of new filters to get through it. these represent not only more and more control for consumers, and reason to avoid any kind of traditional marketing, advertising or interactive, they also represent competitors to all agencies as many of these platform go directly to clients themselves. We are all, essentially, competing for the same dollars.\n
- There are new competitors. Ad agencies, digital agencies, production companies, social media companies, viral companies. And companies to bring them all together.\n
- And the impact on individuals is huge: we need new skills, ways of thinking, collaborating, and more\n
- and we too have competition, not only from a new generatoin of kids getting out of school, but from people in other industries, \n
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- Clay Shirky says it best\n
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- Ely Rosenstock \n
- Consumers also have influence.\n
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- We have new business models emerging because of what tech allows individuals to do\n
- Some of those 2 billion are bypassing us completely and building their own business by being their own medium\n
- We have a lot of people who think the lee clow model is still the model, but it’s the Gary V model that is the future\n
- Not all crap. Some of it is pretty good. And has added benefits, such as timeliness for a real time world.\n
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- Maybe even good enough to do what we do\n
- So, what do we need to do? What do our companies need to do? First, a new mindset\n
- old way, new way\n
- And finally, what we make is becoming something really different. sure, stories may still matter, but we’re building things not saying them\n
- lots of ways to do that. and it offers a pallette every bit as inviting as the blank page of paper that summoned ad makers\n
- shit, you don’t even need to know any tech to do it\n
- experiences\n
- service and interaction\n
- community:\nin some cases, they’re robust communities and platforms that we simply give to our customers in hopes of building loyalty, word of mouth and offering the gift of connecting people to each other\n
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- We need new criteria to evaluate what we make (fresh, original, provocative, unexpected)\n
- We need to become different kinds of people\n
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