Hello. I'm Jordan.

creative director

client

entrepreneur

@jkretch on twitter
I have
no idea
what I’m
talking
about.
The Social-ized
creative process
The creative’s dilemma
The creative’s dilemma


Takes the art out of advertising
The creative’s dilemma


Takes the art out of advertising
Where’s the flawless art direction?
The creative’s dilemma


Takes the art out of advertising
Where’s the flawless art direction?
Where’s the cleverly crafted ...
The creative’s dilemma


Takes the art out of advertising
Where’s the flawless art direction?
Where’s the cleverly crafted ...
The creative’s dilemma


Takes the art out of advertising
Where’s the flawless art direction?
Where’s the cleverly crafted ...
The creative’s dilemma


Takes the art out of advertising
Where’s the flawless art direction?
Where’s the cleverly crafted ...
The creative’s dilemma


Takes the art out of advertising
Where’s the flawless art direction?
Where’s the cleverly crafted ...
The creative’s dilemma


Takes the art out of advertising
Where’s the flawless art direction?
Where’s the cleverly crafted ...
So, what’s the point?
So, what’s the point?

Fundamentally change your client’s business
So, what’s the point?

Fundamentally change your client’s business
Boundless platform for storytelling
So, what’s the point?

Fundamentally change your client’s business
Boundless platform for storytelling
So, what’s the point?

Fundamentally change your client’s business
Boundless platform for storytelling
So, what’s the point?

Fundamentally change your client’s business
Boundless platform for storytelling
So, what’s the point?

Fundamentally change your client’s business
Boundless platform for storytelling
Create something us...
So, what’s the point?

Fundamentally change your client’s business
Boundless platform for storytelling
Create something us...
So, what’s the point?

Fundamentally change your client’s business
Boundless platform for storytelling
Create something us...
Social
Social



Media
If you talked to
people the way most
advertising talks to
people, you wouldn’t
have any friends.
Hey, I’m
Hey, I’m


           Sup, I’m Wendy
Hey, I’m


              Sup, I’m Wendy


   I noticed you have a stain on
  your dress, a perfect job for the
new tough-s...
Hey, I’m
what’s your name?
Hey, I’m
what’s your name?


              Sup, I’m Wendy
Hey, I’m
what’s your name?


              Sup, I’m Wendy

  I really dig ur dress Wendy,
that color looks great on you!
Hey, I’m
what’s your name?


              Sup, I’m Wendy

  I really dig ur dress Wendy,
that color looks great on you!

...
Hey, I’m
what’s your name?


               Sup, I’m Wendy

   I really dig ur dress Wendy,
 that color looks great on you...
The media

Facebook
Twitter
Blogs
Tumblr
12 Seconds
Posterous
Ning
Justin.tv
UStream
Daily Booth
MySpace
Imeem
Yelp
Curren...
Twitter
Twitter

Broadcasting platform
Twitter

Broadcasting platform
Democratizes content distribution
Twitter

Broadcasting platform
Democratizes content distribution
Open friending system = VIRALNESS
Twitter

Broadcasting platform
Democratizes content distribution
Open friending system = VIRALNESS
Twitter

Broadcasting platform
Democratizes content distribution
Open friending system = VIRALNESS
Twitter

Broadcasting platform
Democratizes content distribution
Open friending system = VIRALNESS
4.2 L V8 on stilts
Twitter

Broadcasting platform
Democratizes content distribution
Open friending system = VIRALNESS
4.2 L V8 on stilts




...
Facebook: Circle of trust
Facebook: Circle of trust

Closed circle sharing
Facebook: Circle of trust

Closed circle sharing
High quality connections - fewer of them
Facebook: Circle of trust

Closed circle sharing
High quality connections - fewer of them
High conversion rates - less tot...
Facebook: Circle of trust

Closed circle sharing
High quality connections - fewer of them
High conversion rates - less tot...
Facebook: Circle of trust

Closed circle sharing
High quality connections - fewer of them
High conversion rates - less tot...
Blogs: Social Central
Blogs: Social Central

Base-station of social efforts
Blogs: Social Central

Base-station of social efforts
Community conversation/participation
Blogs: Social Central

Base-station of social efforts
Community conversation/participation
Company-wide participation
Blogs: Social Central

Base-station of social efforts
Community conversation/participation
Company-wide participation
Tran...
Blogs: Social Central

Base-station of social efforts
Community conversation/participation
Company-wide participation
Tran...
“Your culture is your brand.”
              - Tony Hsieh, Zappos founder and CEO
What’s your goal?
What’s your goal?

Reach
What’s your goal?

Reach
Customer acquisition
What’s your goal?

Reach
Customer acquisition
Solve a business problem
What’s your goal?

Reach
Customer acquisition
Solve a business problem
What’s your goal?

Reach
Customer acquisition
Solve a business problem
What’s your goal?

Reach
Customer acquisition
Solve a business problem
What’s your goal?

Reach
Customer acquisition
Solve a business problem
What’s your goal?

Reach
Customer acquisition
Solve a business problem
What’s your goal?

Reach
Customer acquisition
Solve a business problem
What’s your goal?

Reach
Customer acquisition
Solve a business problem
What’s your goal?

Reach
Customer acquisition
Solve a business problem
Join the existing conversation
What’s your goal?

Reach
Customer acquisition
Solve a business problem
Join the existing conversation
Change perception
What’s your goal?

Reach
Customer acquisition
Solve a business problem
Join the existing conversation
Change perception
Fi...
The idea
The idea


Show the world how smart and innovative our scientists are
The idea


Show the world how smart and innovative our scientists are
The idea


Show the world how smart and innovative our scientists are
The idea


Show the world how smart and innovative our scientists are
The idea


Show the world how smart and innovative our scientists are
Give everyone unlimited flights to anywhere for a mon...
The idea


Show the world how smart and innovative our scientists are
Give everyone unlimited flights to anywhere for a mon...
The idea


Show the world how smart and innovative our scientists are
Give everyone unlimited flights to anywhere for a mon...
The idea


Show the world how smart and innovative our scientists are
Give everyone unlimited flights to anywhere for a mon...
Find the opportunity
Opportunity
Awesome results
Awesome results

John Berniere (head of social) says “Grand Slam Success”
Awesome results

John Berniere (head of social) says “Grand Slam Success”
Over 12,000 questions answered since launch
Bran...
Awesome results

John Berniere (head of social) says “Grand Slam Success”
Over 12,000 questions answered since launch
Bran...
Awesome results

John Berniere (head of social) says “Grand Slam Success”
Over 12,000 questions answered since launch
Bran...
Awesome results

John Berniere (head of social) says “Grand Slam Success”
Over 12,000 questions answered since launch
Bran...
Opportunity
                     Opportunity
OpportunityOpportunity      Opportunity
                                     ...
The new creative team




            +                     +
 Writer            Art director       This guy??
The new creative team




 Writer
            +
                   Art director
                                  
      ...

“The new creativity isn’t the stories we tell,
it’s the stories we get others to tell for us”
                - Edward Boc...
Thanks!
jordan@livefyre.com
twitter.com/jkretch
facebook.com/jkretchmer

livefyre.com
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Social-ized Creativity

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My presentation from the 2009 Boards Conference about brand/advertising creativity in the world of social media.

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  • Social-ized Creativity

    1. 1. Hello. I'm Jordan. creative director client entrepreneur @jkretch on twitter
    2. 2. I have no idea what I’m talking about.
    3. 3. The Social-ized creative process
    4. 4. The creative’s dilemma
    5. 5. The creative’s dilemma Takes the art out of advertising
    6. 6. The creative’s dilemma Takes the art out of advertising Where’s the flawless art direction?
    7. 7. The creative’s dilemma Takes the art out of advertising Where’s the flawless art direction? Where’s the cleverly crafted headline?
    8. 8. The creative’s dilemma Takes the art out of advertising Where’s the flawless art direction? Where’s the cleverly crafted headline? Portfolio?
    9. 9. The creative’s dilemma Takes the art out of advertising Where’s the flawless art direction? Where’s the cleverly crafted headline? Portfolio? Craft services?
    10. 10. The creative’s dilemma Takes the art out of advertising Where’s the flawless art direction? Where’s the cleverly crafted headline? Portfolio? Craft services? You mean I have to talk to people?
    11. 11. The creative’s dilemma Takes the art out of advertising Where’s the flawless art direction? Where’s the cleverly crafted headline? Portfolio? Craft services? You mean I have to talk to people? Famous director?
    12. 12. The creative’s dilemma Takes the art out of advertising Where’s the flawless art direction? Where’s the cleverly crafted headline? Portfolio? Craft services? You mean I have to talk to people? Famous director? Awards?
    13. 13. So, what’s the point?
    14. 14. So, what’s the point? Fundamentally change your client’s business
    15. 15. So, what’s the point? Fundamentally change your client’s business Boundless platform for storytelling
    16. 16. So, what’s the point? Fundamentally change your client’s business Boundless platform for storytelling
    17. 17. So, what’s the point? Fundamentally change your client’s business Boundless platform for storytelling
    18. 18. So, what’s the point? Fundamentally change your client’s business Boundless platform for storytelling
    19. 19. So, what’s the point? Fundamentally change your client’s business Boundless platform for storytelling Create something useful
    20. 20. So, what’s the point? Fundamentally change your client’s business Boundless platform for storytelling Create something useful Be innovative
    21. 21. So, what’s the point? Fundamentally change your client’s business Boundless platform for storytelling Create something useful Be innovative Keep your job “It was inevitable, sooner or later my skills as I knew them would be irrelevant.” - Evan Fry, former VP/CD @ CP+B
    22. 22. Social
    23. 23. Social Media
    24. 24. If you talked to people the way most advertising talks to people, you wouldn’t have any friends.
    25. 25. Hey, I’m
    26. 26. Hey, I’m Sup, I’m Wendy
    27. 27. Hey, I’m Sup, I’m Wendy I noticed you have a stain on your dress, a perfect job for the new tough-stain-release Clorox pen. The Clorox tough-stain-release pen. Your stain, our gain.
    28. 28. Hey, I’m what’s your name?
    29. 29. Hey, I’m what’s your name? Sup, I’m Wendy
    30. 30. Hey, I’m what’s your name? Sup, I’m Wendy I really dig ur dress Wendy, that color looks great on you!
    31. 31. Hey, I’m what’s your name? Sup, I’m Wendy I really dig ur dress Wendy, that color looks great on you! Thx! But I just spilled my white russian all over it :-/
    32. 32. Hey, I’m what’s your name? Sup, I’m Wendy I really dig ur dress Wendy, that color looks great on you! Thx! But I just spilled my white russian all over it :-/ Yeah, I noticed, haha :) Hey, you ever used a Clorox stain pen?
    33. 33. The media Facebook Twitter Blogs Tumblr 12 Seconds Posterous Ning Justin.tv UStream Daily Booth MySpace Imeem Yelp Current Yammer
    34. 34. Twitter
    35. 35. Twitter Broadcasting platform
    36. 36. Twitter Broadcasting platform Democratizes content distribution
    37. 37. Twitter Broadcasting platform Democratizes content distribution Open friending system = VIRALNESS
    38. 38. Twitter Broadcasting platform Democratizes content distribution Open friending system = VIRALNESS
    39. 39. Twitter Broadcasting platform Democratizes content distribution Open friending system = VIRALNESS
    40. 40. Twitter Broadcasting platform Democratizes content distribution Open friending system = VIRALNESS 4.2 L V8 on stilts
    41. 41. Twitter Broadcasting platform Democratizes content distribution Open friending system = VIRALNESS 4.2 L V8 on stilts friends strangers content ham sandwich
    42. 42. Facebook: Circle of trust
    43. 43. Facebook: Circle of trust Closed circle sharing
    44. 44. Facebook: Circle of trust Closed circle sharing High quality connections - fewer of them
    45. 45. Facebook: Circle of trust Closed circle sharing High quality connections - fewer of them High conversion rates - less total conversions
    46. 46. Facebook: Circle of trust Closed circle sharing High quality connections - fewer of them High conversion rates - less total conversions Rich experiences
    47. 47. Facebook: Circle of trust Closed circle sharing High quality connections - fewer of them High conversion rates - less total conversions Rich experiences friends strangers content ham sandwich
    48. 48. Blogs: Social Central
    49. 49. Blogs: Social Central Base-station of social efforts
    50. 50. Blogs: Social Central Base-station of social efforts Community conversation/participation
    51. 51. Blogs: Social Central Base-station of social efforts Community conversation/participation Company-wide participation
    52. 52. Blogs: Social Central Base-station of social efforts Community conversation/participation Company-wide participation Transparency
    53. 53. Blogs: Social Central Base-station of social efforts Community conversation/participation Company-wide participation Transparency Personality and point of view
    54. 54. “Your culture is your brand.” - Tony Hsieh, Zappos founder and CEO
    55. 55. What’s your goal?
    56. 56. What’s your goal? Reach
    57. 57. What’s your goal? Reach Customer acquisition
    58. 58. What’s your goal? Reach Customer acquisition Solve a business problem
    59. 59. What’s your goal? Reach Customer acquisition Solve a business problem
    60. 60. What’s your goal? Reach Customer acquisition Solve a business problem
    61. 61. What’s your goal? Reach Customer acquisition Solve a business problem
    62. 62. What’s your goal? Reach Customer acquisition Solve a business problem
    63. 63. What’s your goal? Reach Customer acquisition Solve a business problem
    64. 64. What’s your goal? Reach Customer acquisition Solve a business problem
    65. 65. What’s your goal? Reach Customer acquisition Solve a business problem
    66. 66. What’s your goal? Reach Customer acquisition Solve a business problem Join the existing conversation
    67. 67. What’s your goal? Reach Customer acquisition Solve a business problem Join the existing conversation Change perception
    68. 68. What’s your goal? Reach Customer acquisition Solve a business problem Join the existing conversation Change perception Fill a product gap
    69. 69. The idea
    70. 70. The idea Show the world how smart and innovative our scientists are
    71. 71. The idea Show the world how smart and innovative our scientists are
    72. 72. The idea Show the world how smart and innovative our scientists are
    73. 73. The idea Show the world how smart and innovative our scientists are
    74. 74. The idea Show the world how smart and innovative our scientists are Give everyone unlimited flights to anywhere for a month
    75. 75. The idea Show the world how smart and innovative our scientists are Give everyone unlimited flights to anywhere for a month Start a real-life worldwide monopoly game
    76. 76. The idea Show the world how smart and innovative our scientists are Give everyone unlimited flights to anywhere for a month Start a real-life worldwide monopoly game Shake up the agency RFP process
    77. 77. The idea Show the world how smart and innovative our scientists are Give everyone unlimited flights to anywhere for a month Start a real-life worldwide monopoly game Shake up the agency RFP process Roll a giant LEGO ball down a hill
    78. 78. Find the opportunity
    79. 79. Opportunity
    80. 80. Awesome results
    81. 81. Awesome results John Berniere (head of social) says “Grand Slam Success”
    82. 82. Awesome results John Berniere (head of social) says “Grand Slam Success” Over 12,000 questions answered since launch
    83. 83. Awesome results John Berniere (head of social) says “Grand Slam Success” Over 12,000 questions answered since launch Brand surveys show more “human” brand
    84. 84. Awesome results John Berniere (head of social) says “Grand Slam Success” Over 12,000 questions answered since launch Brand surveys show more “human” brand 2100 employees signed up for TwelpForce
    85. 85. Awesome results John Berniere (head of social) says “Grand Slam Success” Over 12,000 questions answered since launch Brand surveys show more “human” brand 2100 employees signed up for TwelpForce 200 are very active participators
    86. 86. Awesome results John Berniere (head of social) says “Grand Slam Success” Over 12,000 questions answered since launch Brand surveys show more “human” brand 2100 employees signed up for TwelpForce 200 are very active participators Tracked thousands of $ of sales to TwelpForce
    87. 87. Opportunity Opportunity OpportunityOpportunity Opportunity Opportunity
    88. 88. The new creative team + + Writer Art director This guy??
    89. 89. The new creative team Writer + Art director  + This guy??
    90. 90.
    91. 91. “The new creativity isn’t the stories we tell, it’s the stories we get others to tell for us” - Edward Boches CCO, Mullen
    92. 92. Thanks! jordan@livefyre.com twitter.com/jkretch facebook.com/jkretchmer livefyre.com

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