in the age of social media
edward boches
chief crea0ve officer
edwardboches.com

BRUINS FANS RULES
WIN TICKETS, MEMORABILIA AND FAME

Social media is about getting
others to tell our stories for us

It’s about inspiring them
to actually write and
create those stories.

It’s about inventing experiences that turn
into new stories.

listen
ENGAGE
inspire
b u i l d
MOBILIZE

7 7
7
7
VII

consumers want more par0cipa0on
and even control

embrace crowdsourcing
give up some control
build in memes

we want to do business with
a person,not an ins0tu0on

learn social media protocol
put a face, not a logo at the forefront
tap into employee enthusiasm

our rela0onships with media are
more complex than ever

know what mode your consumer is in
be crea0ve and engaging
take your content to your customer

a@en0on is
the new scarcity

offer value in return for a@en0on
stand for something
make yourself findable

expectations
are higher

give people flexibility to apply judgement
build a be@er user experience into everything
surprise people when they least expect it

there’s no such thing as perfect.
only perfects.

enable customiza0on
create mul0ple versions of messages
and product
create lots and lots and lots of things

the MP3 is good enough.

fast/easy/portable/accessible
don’t waste money on the wrong things
learn to be agile

engineer your presence
social content blogosphere
Channel
content is
promoted and
posted to
blogs.
search Channel content is
Profiles drive traffic Profiles are
to the content promoted to Original branded
posted to profiles.
channels. the blogs.
content and u=lity
Blogs will drive
traffic and
social networks members to the
profiles.
Friends and fans
join your
network.

1
invite your community to create with you

2
connect your customers to each other

3
create mashups

4
turn analog events into digital ones

timberland job site thing

5
start your own network

6
give your customers a microphone

7
build in memes

8
redefine the medium

9
remember your product isn’t your product

10
give your brand away

11
embrace crowdsourcing

12
believe in the power of small

new horror mov ie "Paranormal
(CNN) - The
ty" could be fillin g movie studio
Activi
keting departme nts with fear.
mar

$11,000 film rakes in $7 million in one weekend

learn what an API is what you can do with it
make friends with a developer, the future isn’t about
messages it’s about u0lity
get Google to give you a presenta0on on what’s possible
get over your fear of crowdsourcing

change the make up of your crea0ve team
stop thinking that crea0vity means a clever message
develop alliances, you can’t do everything yourself
experiment experiment experiment

go forth and
CREATE

thank you