What Happened? Why Are We Here? Show Me Something Awesome & How Can I Join In? Getting to know, learn and love the Internets*
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What Happened? Why Are We Here? Show Me Something Awesome & How Can I Join In? Getting to know, learn and love the Internets*

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In June 2012, I was invited to speak at ICOM, Ikea's creative team based out of Almhult Sweden. This presentation was intended to de-mystify, explain and inspire with some of the best examples of ...

In June 2012, I was invited to speak at ICOM, Ikea's creative team based out of Almhult Sweden. This presentation was intended to de-mystify, explain and inspire with some of the best examples of digital creativity of the last few years and some learnings for the department to work from. It was, by all accounts, a hugely inspiring session for everyone involved, and I thought it was time to share some of those examples, and of course some of the methods to help build better digital ideas.

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What Happened? Why Are We Here? Show Me Something Awesome & How Can I Join In? Getting to know, learn and love the Internets* What Happened? Why Are We Here? Show Me Something Awesome & How Can I Join In? Getting to know, learn and love the Internets* Presentation Transcript

  • I’M JAMES DENMAN.@THEKINGMOB.I’M A DIGITAL GEEK.THE INTERNET HAS CHANGEDMY WORLD COMPLETELY.I ALSO HAPPENED TODISCOVER THE FIRSTNAME OF THE INTERNET.
  • UNDERSTANDINGWHAT’S GOING ONONLINE IS MOREIMPORTANT THAN EVER.
  • “3 BILLION PEOPLE ARE ON THEINTERNET. 5 BILLION HAVE A CELLPHONE. WE LIVE, FOR THE FIRST TIMEIN HISTORY IN A WORLD WHERE BEINGPART OF A GLOBALLY INTERCONNECTEDGROUP IS A NORMAL CASE” Clay Shirky
  • THE INTERNET AND OURDIGITAL INTERACTIONSHAVE PERMEATED EVERYFUNCTION OF WESTERN LIFE. Unless you live here. freecabinporn.com
  • “90% OF THE DATA WE HAVECREATED AS HUMAN BEINGSHAS BEEN CREATED IN THELAST TWO YEARS” SOURCE: CONTAGIOUS MAGAZINE CANNES 2012
  • <!DOCTYPE html><html><body><h1><strong>the internet is not just a browser anymore.<strong><h1><h2>multiple devices<h2><h3>the rise of smart phones<h3><h4><strong>”the internet of things”<strong><h4></body></html>
  • THE INTERNETHAS HELPEDTOPPLE DICTATORS,AND FUEL SOCIALREVOLUTIONS.
  • IT HAS FORCEDNEW LEVELS OFTRANSPARENCY.
  • “MOVE AT THE SPEED OF THE CONSUMER, NO FASTER, NO SLOWER.” FACEBOOK MANTRA
  • NOT EVERYTHING IS ROSY...
  • IS NOW...
  • CHARLIE SHEENSHOULD HAVE NOCAREER LEFT. ADRUGGED OUT MESS.YET BECAUSE OF THEINTERNET AND IT’SASSIMILATION INTOPOPULAR CULTURE.HE IS MORE FAMOUS,MORE MOREWELATHY THANEVER. THE MEME,‘WINNING’ BECAMECULTURAL CACHEFOR MILLIONS OFPEOPLE.
  • The Internet bringsamazing stories tothe world’s attention.(Click here to see ‘Caines Arcade’)
  • DOING HAS BEENDEMOCRATIZED.ANYONE CAN HAVEAND PUBLISH AN IDEA.
  • IKEA MAKES SOME OF THEBEST DIGITAL MARKETINGAND ADVERTISING IN THEWORLD. (I’M NOT JUSTSAYING THAT EITHER)
  • THE BIG FIVE
  • WWF“UNPRINTABLE”The World Wildlife Fund (WWF) recently created their ownversion of the popular PDF file. One that is non-printable.WWF hopes this “new green file-format” will gaintraction and reduce the amount of paper printed.
  • OBERMUTTON“A LITTLE VILLAGE GOES GLOBAL”Obermutton (pop: 79), created a facebook page promisingto post every person who liked their page. They’recurrently at 10,000 from 32 countries, with hundredshaving visited the small hamlet since. CLICK ME
  • WALMART“LABS”Retailers are increasingly turning to innovation labs to find and develop newproducts and services. WalMart Labs used it’s digital innovation in the ‘Get OnThe Shelf’ campaign. Offering the public the chance to choose productsstocked on Walmart shelves such as Humankind Water.
  • PATAGONIA“COMMON THREADS INITIATIVE”Patagonia partnered with eBay to reduce excessconsumption by creating a resale website where peoplecan buy pre-owned Patagonia clothing. The idea extendedto all buyers taking the ‘Common Threads Pledge’ forbuyers to only buy what they need, and Patagonia to onlymake what is neccessary.LINK
  • NIKE+“FUEL BAND”An extension of Nike+, the fuelband sets goals for eachwearer. The aim is the beat your goal everyday. The more youbeat it, the higher the goal is set. A seemless integrationbetween the wearer, mobile and web ‘nudges’ has seen Nikenow talk of themselves as “a technology company”.LINK
  • VÅSTTRAFIK“SIGHTSEEING APP”Vasttrafik are responsbile for Gothenburg’s public transportsystem. To get tourists off the expensive Open Top Bustours, they created an app that helped you tour the city viathe trams as opposed to the buses. A useful and smart wayof turning a utility into an experience.LINK
  • TESCO KOREA“VIRTUAL SUBWAY STORE” CLICK ME
  • SAINSBURY’S“GIRAFFE BREAD”Sainsbury’s supermarket responded to the innocentrequest of a 4 year old girl as to why Tiger Breadwasn’t called Giraffe Bread instead (it does look morelike a giraffe). Sainsbury’s responded by changing thename of the bread in-store across the UK. Earnedmedia exploded for the brand, and shows the value ofresponding to requests in nimble, fun ways can helpbuild a brands reputation.
  • BURBERRY“TWEETWALK”Burberry created a social first by offering twitterfollowers the chance to see the new collection beforeit went down the catwalk. This created another layer ofintimacy between the brand and it’s fans. CementingBurberry’s reputation as the most forward thinkingfashion label when it comes to digital.
  • AIR NEW ZEALAND“THE LAX AIRPORT STORY”.
  • PAY WITH A TWEETPay with a tweet is the first payment system using Twitter.Developed to help promote the ‘OH MY GOD WHATHAPPENED AND WHAT SHOULD I DO” digital book, the paywith a tweet system has now been used on dozens ofprojects and causes. Upending the notion of payment in adigital space.
  • CURATORS OF SWEDENIn a bid to promote tourism to Sweden, the nationaltoursit board created an ongoing camapign whereeach week a twitter user from Sweden is invited totweet on behalf on the country. A first. The campaignwon the Grand Prix at Cannes Advertising Festival, butis not without controversy.
  • THE PASSION PROJECT‘The Sartorialist’ and ‘The Selby’, are excellent examples ofpassion projects that have grown and evovled exponentially,primarily through the web and the communities of fans theyhave built around them and their sites.
  • SNEAKERPEDIADesigned for Footlocker, the ambition of Sneakerpedia is createa complete document of sneakers over the last 30 years. Withover 13,700 variants documented and tagged so far.LINK
  • BURBERRY“ART OF THE TRENCH”This digital experience let fans of the iconic trenchcoatupload and tag themselves in the own trench. The resultingsite is a classic example of digital making theuser the star of the show. It was one of Burberry’s first,and most successful digital forays.
  • KICKSTARTER“TTHE PEBBLE WATCH”Kickstart has, in it’s 3 year existence, helped thousands ofcompanies and projects get off the ground. Including the‘Pebble’ E-watch, which raised over $10 million in funding.LINK
  • DOMINOS PIZZA“PIZZA TRACKER”Dominoes, coming off the back of negative press for someof it’s staff behaviour and in a move to shift opinion aboutthe brand, used digital media and social channels tocreate transparency around their brand. This culminated inthe ‘Pizza tracker’. Which tracked sentiment, good and badfor the brand in social media and displayed all the resultsin a billboard in Times Square.LINK
  • STARBUCKS“MY STARBUCKS IDEA”With an ambition to create more Brand Loyalty for thebrand, Starbucks created a platform for people to suggestimprovements to the company and it’s products. MyStarbucks created 150,000 ideas for the company,with thousands of these, big and small, comissioned.
  • AMEX“SMALL BUSINESS SATURDAY”American Express brought together business owners,consumers, government officials, even big corporations torally behind a day for small business on ‘Black Friday’ (Thedat after thanksgiving). Amex also created tools to helpbusiness owners reach more customers, and help customersfind more small businesses to shop at. 100 millionAmericans shopped small, and Small Business Saturday hasnow cemented itself as tradition in the US.LINK
  • ‘BEINGDIGITAL’IS HARD.
  • WHY IS SOCIAL MEDIA ANDDIGITAL THINKING& DOING SO IMPORTANT?
  • IT’S WHERE YOUR AUDIENCE IS EVERYDAY.
  • IT’S SPEED, NIMBLENESS AND CONSTANT CHANGE REFLECTS THE WIDER WORLD AROUND IT. IT DEMANDS A NEW WAY OF THINKING.
  • CUSTOMERS HAVE COME TO EXPECTTHEIR FAVOURITE BRANDS TO BE BOLD,AND PLAYFUL IN A DIGITAL SPACE.EXPERIMENTATION IS REWARDED.
  • “UNDERSTANDING BY DOING”GARETH KAY: CHIEF STRATEGY OFFICERGOODBY, SILVERSTEIN & PARTNERSSAN FRANCISCO
  • PEOPLE ARE ENGAGING WITH IKEA ONLINE ALL THE TIME. (THERE ARE 81,472 PHOTOS TAGGED ‘IKEA’ ON INSTAGRAM).
  • PLAY WITH THESE PLATFORMS.KNOWING HOW TWITTERWORKS IS TOTALLY DIFFERENTTO USING TWITTER.
  • EMBRACING DIGITALISN’T JUST ABOUTEMBRACING TECHNOLOGY.EMBRACING THE CULTURE.EMBRACING COLLABORATION.EMBRACING ‘BETA’ THINKING.
  • BRINGING IDEASTO THE DIGITAL TABLE.
  • LOOK FORTHE GAPS
  • YOUR NEXT BIG IDEA WILL BE INSPIRED BY TECHNOLOGY.
  • A GREAT DIGTAL IDEA SHOULD ENHANCE THE CUSTOMERS EXPERIENCE.
  • YOUR NEXT GREAT IDEA WILL BE SOMETHING THAT IKEA HAS NEVER THOUGHT OF.
  • ‘TELLING STORIES THROUGH SOFTWARE” AJAZ AHMED CHAIRMAN, AKQA HEINEKEN STAR PLAYER IS AN EXCELLENT EXAMPLE OF TELLING A STRONG STORY THROUGH MULTIPLE PLATFORMS TO KEEP CONSUMERS ENGAGED IN AN IDEA OR MESSAGE.
  • YOURDIGITALTOOLKIT.
  • 1. SET UP A TWITTER ACCOUNT.2. SET UP INSTAGRAM ACCOUNT.3. DOWNLOAD FOURSQUARE & FOLLOW SOME LISTS.4. SET UP A BLOG. PROBABLY TUMBLR, OR A WORDPRESS BLOG IF YOU’RE FEELING FRISKY.5. SEE HOW YOUR FAVOURITE BRANDS INTERACT ON FACEBOOK. HOW DO THEY TALK, HOWOFTEN? ARE THEY CONVERSING, OR BROADCASTING? WHAT THINGS DO THEY DO THAT YOUGUYS COULD RIGHT NOW?6. GO ON THE ‘INTERNET’S FRONT PAGE’ REDDIT.7. TAKE A PHOTO OF YOUR LUNCH (AND THEN POST IT ON INSTAGRAM LIKE EVERYONE ELSE).8. RETWEET SOMETHING. FAVOURITE THINGS THAT INTEREST YOU, DON;T BE SHY.
  • FOLLOW THESE PEOPLE ON TWITTER.SOAK IN THE THINGS THE TALK ABOUT.@MALBONNINGTON @HERDMEISTER @SETH_WEISFELD@MALBONSTER @BUD_CADDELL @DWEINGROD@GARETHKAY @FWA @DENS@HOWELLS @RGA @QUEEN_EUROPE@BRADFROST @NIEMANLAB @ALPINEJOEJOE@WILDEBEES @THEKINGMOB (ME!) @NYTIMES@WORKFORFOOD @MASAKAWA @NEWYORKER@IAINTAIT @BETFAIRPOKER (TRUST ME) @DDROGA@TIM_NOLAN @CREATUREDAN @CREATIVITY_MAG@KEITHSTOECKLER @MELEX @CREATIVEREVIEW@BRAINPICKER @BBHLABS @ITSNICETHAT@KOOPSTAKOV @NIEMANLABS @ACONTINOUSLEAN@SANDOZ @TNW @DMKLEE@FLOHEISS @CRAIGELIMELIAH @TOBYBARNES@MICHAELSURTEES @4DESIGNYOUTRUST @WILLSH@PANDODAILY @JACK @ANJALI28
  • BUILDING A PROJECTIN THE DIGITAL SPACEPICK ONE PROJECT.HANDPICK A TEAM.GET A TEAM AREA.DEFINE, COMMUNICATE AND DRIVE AN OPEN & COLLABORATIVE PROCESS.SET ASIDE A BUDGET TO ITERATE, ALWAYS KEEP COMING BACK, MAKING SMALL ADJUSTMENTS.TEST, TEST, TEST, AND TEST AGAIN.
  • READ THESE BOOKS.
  • THANKS!WWW.JDJDENMAN.COMWWW.THESOCIETYOFTHESPECTACLE.COM