Successfully reported this slideshow.

Cactus' take on Boulder Digital Works


Published on

Cactus staffers Norm and Mike headed to Boulder Digital Works' Making Digital Work. Here is there take on the 2-day workshop. Norm's through his sketchpad, Mike's through his iPad.

  • Be the first to comment

Cactus' take on Boulder Digital Works

  1. 1. FPO: Making Digital Work II via Norm’s Sketch Pad ................................................... MAKING DIGITAL WORK “analog bullshit” ................................................... August 9 & 10 at Boulder Digital Works ................................................... Workshop Overview *REGISTER NOW AT MAKINGDIGITALWORK.COM*
  2. 2. Stop communicating products and start making communication products. Useful entertaining or memorable, not interruptive, experiences. Create, don’t fill, media space. Gareth Kay Director of Brand Strategy Goodby, Silverstein & Partners
  3. 3. "It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.” Steve Jobs Since you are reading this on an iPad, do I really need to tell you who Steve Jobs is? If you don’t know, please leave now.
  4. 4. “Doing and then learning is a much better strategy these days versus learning and then doing.” Gareth Kay Director of Brand Strategy Goodby, Silverstein & Partners
  5. 5. Pre-digital Pre-digital Post-digital Post-digital Interruption Interruption Participation Participation Image manipulation Image manipulation Value creation Value creation Saying things at people Saying things at people Doing things for people Doing things for people Intangible value Intangible value Tangible value Tangible value Perception Perception Behavior Behavior”
  6. 6. “50% of clients are trying to escape the old agency model. The other 50% want to try something new.” John Winsor Chief Executive Officer Victors & Spoils
  7. 7. “Any idea is dangerous if itʼs a personʼs only idea”
  8. 8. There's a lot of redundancy in silo'd agency structure. Interactive accnt mgmt and regular accnt mgmt = $$$ + bad work @mrhowell #digiwork KevinRothermel
  9. 9. marketing thought leaders need to shift from campaigns to commitments #digiwork michelleevans
  10. 10. Digital is no longer someone else's jobs. It's YOURS. @mrhowell #digiwork 10:54 AM Aug 10th via TweetDeck soulkat
  11. 11. "Bloated teams = lack of accountability." - @mrhowell be more efficient with your team, be more efficient with your work. #digiwork Twitter - Aug 10, 2010 10:46:45 AM mq5
  12. 12. “The structures and processes that guided our industry for the past 25+ years have begun to fail. They are not working now, and something needs to change.  The old structures are actually becoming liabilities to the business.” Matt Howell Chief Interactive Officer Modernista! Also dude who invented Nike+
  13. 13. It's hard to get people to talk about a brand. It's much easier to get people to talk about themselves on a brand's platform. #digiwork Twitter - Aug 10, 2010 10:46:45 AM e_t_t
  14. 14. “Consumers today have more control over the experiences they choose to have.  The best way to reach them is to understand them & understand where they are thinking/ coming from.” Kim Laama Interactive Director AKQA
  15. 15. A new breed of T-shaped people is emerging with knowledge of all disciplines at the top and core discipline expertise pointed upward. Ultimately, it is up to every employee, not a department, to become digiraditional. Learn it, live it, tweet it. Edward Boches Chief Creative Officer / Chief Social Media Officer Mullen
  16. 16. copywriter art director web designer IA/UX programmer video producer content strategist connection planner PR/social media media analytics Thursday, April 15, 2010 You need to be a T person
  17. 17. “Expect some pain.” Edward Boches Chief Creative Officer / Chief Social Media Officer Mullen
  18. 18. “Email volume = communications breakdown = trouble" - @mrhowell. Irresponsible substitutions for collaboration. #digiwork Twitter - Aug 10, 2010 10:48:45 AM mq5
  19. 19. “Where are we headed: More mobile, More socialized layers and Location-Based Contextual Norm was on a client call Awareness (messaging relevant to where you are at the time).” Alastair Green Digital Executive Creative Director Team One
  20. 20. "We (ad industry) have a lot of money invested in people who are no longer capable of contributing" #digiwork Twitter - Aug 10, 2010 10:46:45 AM edubble_u
  21. 21. The Twitchhiker: one man on a Twitter travel mission Meet the Twitchhiker. His quest - to see how far he can travel in 30 days relying solely on the hospitality and advice of the Twitter community, and raising money for charity as he goes
  22. 22. “It’s not what we do, it’s what people do with what we do.” Gareth Kay Director of Brand Strategy Goodby, Silverstein & Partners
  23. 23. Thursday, April 15, 2010 Like Kogi BBQ, which launched a brand with a Twitter handle
  24. 24. $80 million
  25. 25. The Good Enough Revolution •Fast •Easy •Portable •Accessible
  26. 26. Edward Boches Chief Creative Officer / Chief Social Media Officer Mullen
  27. 27. Thursday, April 15, 2010
  28. 28. Master conversation strategy: Embrace agility, constant presence, frequent experimentation Edward Boches Chief Creative Officer / Chief Social Media Officer Mullen
  29. 29. audience community message experience target engage media plan interest plan penetrate collaborate Thursday, April 15, 2010 Re-think how you think
  30. 30. Sharable Interactive Participatory Ongoing
  31. 31. Old TV > WEB > MEDIA > PR Thursday, April 15, 2010 The old sequence. WTF?
  32. 32. This isnʼt about the digital brief. Itʼs about a better brief for the post- digital world. Gareth Kay Director of Brand Strategy Goodby, Silverstein & Partners
  33. 33. Check list manifesto
  34. 34. huh? Mike Lee pr & social media director Cactus
  35. 35. Smart people can be really stupid sell scope staff deliver reward how we sold ! encouraging offline ae’s to think and how we delivered ! collapsed all project sell digital with no training or supervision ! management into one group, allowing key online neglected to put digital-savvy person in new pm to leave ! assumed a “brand” creative brief business role ! arrogant enough to think we knew was enough despite lack of details to do effective what we were talking about digital work ! allowed traditional creative teams to present ideas before including UX and technology how we scoped ! refused to acknowledge true Thursday, April 15, 2010 ! failed to unite different groups physically ! Sharing some mistakes team leftover money costs of digital ! gave delayed integrating digital media, creative, squeezed from offline budgets ! failed to train Technical Support ! neglected to invest in clients on actual value ! brought message rather collaborative technology, depending too much on than experience mentality to the space ! gave IT instead of developers digital work away to “get” the business ! perpetuated the diminished worth of digital how we rewarded ! assumed digital people would put learning on hold while they spent time cleaning how we staffed ! continued to hire legacy talent ! up after offline colleagues ! under invested in focused on usage rather than future when training (formal and informal) ! didn’t mandate downsizing ! assumed traditional talent could digital skill expansion as part of performance lead digital efforts ! believed project management evaluation for all could compensate for digitally naïve account people ! defined integration as offline people could try digital (but not the other way around) Thursday, April 15, 2010
  36. 36. 2005 2010 Media $ placed in online, SEM, SEO $22,300 $4,394,200 Cacti who contribute to blogs, YouTube, 3/15 47/47 Twitter, Facebook, etc. Staff time hours spent on web, 140 3,560 online, digital, soche, mobile, etc. * These figures are all made up.