How to come up with digital ideas.

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A talk for Melbourne Award School 2012 on how to come up with solutions and not ads for your clients marketing problems.

And some techniques to generate ideas

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How to come up with digital ideas.

  1. 1. How to come up with digital i e s d a . A talk for Melbourne AwardSchool 2012 By Ben Keenan | Clemenger BBDOTwitter @warmcola
  2. 2. T e i t r e i a r l h n e n t s e evance engine
  3. 3. So any advertising idea must be relevant.
  4. 4. And since people don’t like ads.
  5. 5. You should try to do SOLUTIONS not ADS.
  6. 6. Think like an INVENTOR & STORYTELLER.stolen from @damianroyce
  7. 7. A d m n t a i n e o s r t oA c l e t v a t o o l c i e c i nA c e t v p a f r r a i e l t o mA p o e a p h n pAn i t r c i e v d o n e a t v i eA t o o lA p o u t r d cA g m a eA c a a t r h r c eA w r d o lA v s l s t o i u i a i nAn e p r e c m n y c n x e i n e o e a ’t buyB t.... u
  8. 8. Use technology simply. D n t s m l u e t chnology. o ’ i p y s e
  9. 9. Do s m t in R L V N to the medium. o e h g E E A T
  10. 10. TI I AT A . HS S V DTI I ADGT L HS S II AEEUINO T E XC TO F HSM TOGT AE HUH
  11. 11. B i t r c i e. e n e a t v
  12. 12. Pu t e a d e c i s de the idea. t h u i n e n i
  13. 13. Do a product demonstration.
  14. 14. Show, don’t tell.
  15. 15. Create a game.
  16. 16. Bring data to life.
  17. 17. Be useful.
  18. 18. Think small. Not big.Watch: Rory Sutherland: Sweat the small stuff
  19. 19. Create a product.
  20. 20. Remember the web is super niche.
  21. 21. So make your idea super RELEVANTto who you are talking to.
  22. 22. So how do you generaterelevant digital ideas? (Some techniques)
  23. 23. An idea is a new relationship forgedbetween two or more existing thoughts.
  24. 24. Creativity is just connecting things.When you ask creative people how they did something, they feelguilty because they didn’t really do it, they just saw something, it seemed obvious after a while. That’s because they were able to connect experiences they’ve had and synthesize new things.And the reason they were able to do that was that they’d had more experiences or they have thought more about their experiences than other people. Unfortunately, that’s too rare a commodity. A lot of people in ourindustry haven’t had very diverse experiences. So they don’t haveenough dots to connect, and they end up with very linear solutions without a broad perspective on the problem. The broader one’s understanding of the human experience, the better design we will have. - Steve Jobs.
  25. 25. 50 BOXES.Put down fifty boxes on a page, and fill each with a thought,an idea, an insight, something that might solve the problem.
  26. 26. + +
  27. 27. Boxes isDivergent Thinking It’s creating choices. It takes you beyond first thoughts. It gives you a beginning and an end. More boxes, more dots.
  28. 28. You don’t think up ideas.You merely recognise them. Watch: Elizabeth Gilbert on nurturing creativity
  29. 29. HINDSIGHTING. Jump six months forward and look back at everything that may have happened. Calendar events such as Mothers Day, footballseason, winter weather. What trended, succeeded, failed, become popular, fell from favour. What might happen? What are your predictions/hunches?
  30. 30. Predictions/Hunches? We get our music/software off the cloud International Austerity Australian TV is awful.Kony2012 debacle - Selfless acts now selfish acts? The personal information gap? Bookstores/record stores dying off. Myki system is going to make Melbourne riot. News media is competing with social media. Tweeting & TV are now normal. You can now buy 3D printers for home.
  31. 31. Hindsighting How can you make the problem you are tryingto solve relevant to what is going on around you?Start conversations, instead of making statements.
  32. 32. Make decisions*____________________Convergent thinking *The simplest solution is the best solution
  33. 33. Be objective.Don’t take criticismpersonally.Remember,we recogniseideas, they are never‘ours’to begin with.
  34. 34. A SummaryThe internet is a relevance engine. SOLUTIONS not ADS.Be part INVENTOR part STORYTELLER. Be relevant to the medium. Be relevant to the audience. Be interactive Put the audience inside the idea. Show don’t tell. Be useful. Think small. Not big.
  35. 35. Closing Thought. Everything I have justsaid may not be relevant in week’s time.
  36. 36. This is the idea we came up with for the NBCF (from the 50 boxes example).A tribute idea with an online group donation mechanic. Can you see the dots we connected?
  37. 37. Good Luck.You can download this talk in the blog bit of... www.thethoughtpolice.com.au Follow me on twitter here: www.twitter.com/warmcola

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