Social-ized Creativity

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 headline?

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

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?

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?

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?

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?

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 Create something useful

So, what’s the point? Fundamentally change your client’s business Boundless platform for storytelling Create something useful Be innovative

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

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-stain-release Clorox pen. The Clorox tough-stain-release pen. Your stain, our gain.

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! Thx! But I just spilled my white russian all over it :-/

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?

The media Facebook Twitter Blogs Tumblr 12 Seconds Posterous Ning Justin.tv UStream Daily Booth MySpace Imeem Yelp Current Yammer

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 4.2 L V8 on stilts

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

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 total conversions

Facebook: Circle of trust Closed circle sharing High quality connections - fewer of them High conversion rates - less total conversions Rich experiences

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

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 Transparency

Blogs: Social Central Base-station of social efforts Community conversation/participation Company-wide participation Transparency Personality and point of view

“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 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 Fill a product gap

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 Give everyone unlimited ﬂights to anywhere for a month

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

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

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

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

Awesome results John Berniere (head of social) says “Grand Slam Success” Over 12,000 questions answered since launch Brand surveys show more “human” brand

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

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

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

Opportunity Opportunity OpportunityOpportunity Opportunity Opportunity

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

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

“The new creativity isn’t the stories we tell, it’s the stories we get others to tell for us” - Edward Boches CCO, Mullen

Thanks! jordan@livefyre.com twitter.com/jkretch facebook.com/jkretchmer livefyre.com

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Social-ized Creativity

by Jordan Kretchmer

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