Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Art, virtual snowballs and the feels - BrightonSEO

9,956 views

Published on

We want links and coverage and social shares. So we make stuff. Stuff that’s supposed to get us those things. But it doesn’t always work out, and it can be tough to figure out why.

Hannah shares what she’s learned about creative content and provides tips and insights on how to improve your own creative processes.

Published in: Marketing
  • Download The Complete Lean Belly Breakthrough Program with Special Discount. ★★★ https://tinyurl.com/y6qaaou7
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Art, virtual snowballs and the feels - BrightonSEO

  1. 1. @hannah_bo_banna art, virtual snowballs & the feels @hannah_bo_banna
  2. 2. @hannah_bo_banna hello there!
  3. 3. @hannah_bo_banna I’ve just started working with this lovely lot @VerveSearch
  4. 4. @hannah_bo_banna but for most of this year I’ve been on sabbatical
  5. 5. @hannah_bo_banna prior to that I worked at distilled
  6. 6. @hannah_bo_banna I’ve been involved in making stuff that gets coverage, links & social shares since 2011
  7. 7. @hannah_bo_banna there’s some stuff I’m really proud of
  8. 8. @hannah_bo_banna this was my first taste of success
  9. 9. @hannah_bo_banna but it’s been a pretty bumpy ride
  10. 10. @hannah_bo_banna failure really hurts
  11. 11. @hannah_bo_banna want to fail less often?
  12. 12. @hannah_bo_banna that’s what today’s talk is about
  13. 13. @hannah_bo_banna last time I was here I spoke about a framework for pitching creative ideas
  14. 14. @hannah_bo_banna I don’t want to spend today covering old ground, but some of that thinking led to this talk
  15. 15. @hannah_bo_banna & I think it’s useful to give you a bit of context
  16. 16. @hannah_bo_banna back then, we found we were having trouble getting our clients to sign off on ideas
  17. 17. @hannah_bo_banna so we came up with a framework to help us get better at pitching
  18. 18. @hannah_bo_banna relevant / resonant / different
  19. 19. @hannah_bo_banna relevant this is about “brand fit” here you’re explaining why this is the right thing for the company to do
  20. 20. @hannah_bo_banna resonant here you’re explaining why people will care
  21. 21. @hannah_bo_banna different here you’re explaining how your idea is different from what’s already out there
  22. 22. @hannah_bo_banna the purpose of the framework is two-fold
  23. 23. @hannah_bo_banna it forces you to think harder about whether your ideas are any good
  24. 24. @hannah_bo_banna it also forces you to think harder about whether or not your ideas make sense for your client
  25. 25. @hannah_bo_banna I still think this is a really useful framework
  26. 26. @hannah_bo_banna but the resonant bit has been bugging me
  27. 27. @hannah_bo_banna resonant: why people will care
  28. 28. @hannah_bo_banna but resonant is not just “why people will care”
  29. 29. @hannah_bo_banna I think it’s more than that
  30. 30. @hannah_bo_banna I also think it’s more important than the framework suggests
  31. 31. @hannah_bo_banna it’s something I’ve been thinking about a lot
  32. 32. @hannah_bo_banna this talk is in 3 parts: a bit about art (yes, really) a bit about work a challenge for the future
  33. 33. @hannah_bo_banna part I a bit about art
  34. 34. @hannah_bo_banna this year I took a sabbatical
  35. 35. @hannah_bo_banna I wanted to write a book
  36. 36. @hannah_bo_banna I went on a writing course & on the first day, we were asked this question:
  37. 37. @hannah_bo_banna *why* do you want to write?
  38. 38. @hannah_bo_banna some said money
  39. 39. @hannah_bo_banna some said fame
  40. 40. @hannah_bo_banna one person said revenge
  41. 41. @hannah_bo_banna none of these reasons sat comfortably with me
  42. 42. @hannah_bo_banna I think writing is an art
  43. 43. @hannah_bo_banna & so rather than thinking about why I wanted to write, I started thinking about why artists create things
  44. 44. @hannah_bo_banna I’m in danger of getting horribly abstract, so let’s look at some art
  45. 45. @hannah_bo_banna
  46. 46. @hannah_bo_banna the piece depicts two children playing with a no ball games sign
  47. 47. @hannah_bo_banna but what does the piece really communicate?
  48. 48. @hannah_bo_banna
  49. 49. @hannah_bo_banna how children are impacted by the urban environments we’re creating?
  50. 50. @hannah_bo_banna or perhaps…
  51. 51. @hannah_bo_banna it’s a celebration of children’s healthy disregard for authority & obsessive regulation
  52. 52. @hannah_bo_banna you might regard it as a call to arms…
  53. 53. @hannah_bo_banna “IT IS THROUGH DISOBEDIENCE THAT PROGRESS HAS BEEN MADE, THROUGH DISOBEDIENCE AND THROUGH REBELLION” ~OSCAR WILDE
  54. 54. @hannah_bo_banna for artists: money, fame, (& possibly even revenge) are a by-product of success
  55. 55. @hannah_bo_banna but how do artists become successful?
  56. 56. @hannah_bo_banna by making people feel something
  57. 57. @hannah_bo_banna by capturing people’s imaginations
  58. 58. @hannah_bo_banna by helping people gain new perspectives
  59. 59. @hannah_bo_banna by making people think
  60. 60. @hannah_bo_banna right now some of you are thinking WTF has this got to do with link building
  61. 61. @hannah_bo_banna but doesn’t some of that stuff sound familiar?
  62. 62. @hannah_bo_banna just like money & fame are a by-product of success for artists, links are a by-product of success for content
  63. 63. @hannah_bo_banna people link to your stuff or share your stuff only if it resonates with them
  64. 64. @hannah_bo_banna if your content makes them feel something
  65. 65. @hannah_bo_banna if your content captures their imaginations
  66. 66. @hannah_bo_banna if your content helps them gain new perspectives
  67. 67. @hannah_bo_banna if your content makes them think
  68. 68. @hannah_bo_banna this stuff is really important
  69. 69. @hannah_bo_banna if you create something which doesn’t resonate, people won’t feel anything
  70. 70. @hannah_bo_banna when we don’t feel anything, we don’t share, comment, or do anything, we simply move on
  71. 71. @hannah_bo_banna I get emails like this fairly frequently:
  72. 72. @hannah_bo_banna Hey Hannah! We made this thinger, and we all think it’s great! We’ve gone to 200 journalists, but no one’s picked it up, and we’ve seen no social shares either. Any idea where we’re going wrong?
  73. 73. @hannah_bo_banna this next slide may sound mean (but it’s meant with love)
  74. 74. @hannah_bo_banna when people tell me their piece isn’t working, & I take a look, I typically feel one (or more) of these things this is shallow, or this is patronising if I shared this it would say nothing good about me I don’t think this shows what you’re claiming it shows there’s nothing I can identify with here there’s nothing new or different here I’m confused – I don’t get it this isn’t something I care about this isn’t something I’ve ever wondered you’ve promised me something but haven’t delivered cool, but so what?
  75. 75. @hannah_bo_banna what do all those things mean?
  76. 76. @hannah_bo_banna “this piece doesn’t resonate with me”
  77. 77. @hannah_bo_banna right now, you’re probably thinking all this is pretty obvious
  78. 78. @hannah_bo_banna you’re right
  79. 79. @hannah_bo_banna no one sets out to create content which doesn’t resonate
  80. 80. @hannah_bo_banna no one sets out to create content which is patronising, confusing, shallow, unoriginal, uninspired, or leaves people feeling nothing
  81. 81. @hannah_bo_banna & yet sometimes, that’s exactly what we do
  82. 82. @hannah_bo_banna where are we going wrong?
  83. 83. @hannah_bo_banna Part II a bit about work (or where I think we’re going wrong)
  84. 84. @hannah_bo_banna I don’t claim to have all the answers, but I have identified what I think are some of our biggest problems
  85. 85. @hannah_bo_banna we *think* we understand why a piece was successful, but we’ve not looked deeply enough
  86. 86. @hannah_bo_banna (this is not a piece I created)
  87. 87. @hannah_bo_banna
  88. 88. @hannah_bo_banna this gained coverage on over 500 sites
  89. 89. @hannah_bo_banna why?
  90. 90. @hannah_bo_banna
  91. 91. @hannah_bo_banna beer isn’t *quite* the reason, but it’s easy to jump to that conclusion
  92. 92. @hannah_bo_banna from time to time we’re all guilty of taking things at face value
  93. 93. @hannah_bo_banna we only see what’s explicitly depicted, rather than seeking any deeper meaning
  94. 94. @hannah_bo_banna hold on to your hats, I’m bringing back the art
  95. 95. @hannah_bo_banna
  96. 96. @hannah_bo_banna explicitly, the piece depicts two children playing with a no ball games sign
  97. 97. @hannah_bo_banna but that’s not why the piece resonates with people
  98. 98. @hannah_bo_banna what resonates is what lies beneath, or what’s being expressed implicitly
  99. 99. @hannah_bo_banna maybe it makes you think it’s about how children are impacted by the urban environments we’re creating
  100. 100. @hannah_bo_banna maybe you see it as a celebration of children’s healthy disregard for authority & obsessive regulation
  101. 101. @hannah_bo_banna maybe you regard it as a call to arms…
  102. 102. @hannah_bo_banna let’s try looking at the beer map in a similar way
  103. 103. @hannah_bo_banna what’s going on here?
  104. 104. @hannah_bo_banna explicitly this shows the beers people drink around the world
  105. 105. @hannah_bo_banna “…the first thing I like to do, is relax with a cold glass of the local amber nectar.… “glancing around the countries filled me with nostalgia” “I can still remember the amusement when I discovered that that Skol was still going strong in Brazil, when in Britain it was a long-forgotten lager synonymous with the 1980s. Of course, it tasted somewhat more pleasant at sunset on Ipanema beach than it did in rainy west London. ”
  106. 106. @hannah_bo_banna this is not a beer map – it’s a trip down memory lane
  107. 107. @hannah_bo_banna when I first saw this piece…
  108. 108. @hannah_bo_banna America - land of the free, & the home of the Bud Light drinker
  109. 109. @hannah_bo_banna this is not a beer map – it’s something I can torture Shelley Wilson with
  110. 110. @hannah_bo_banna having a clear understanding of this stuff is important
  111. 111. @hannah_bo_banna if your takeaway from this piece is people like beer we should make something about beer
  112. 112. @hannah_bo_banna then you’ve missed the point entirely
  113. 113. @hannah_bo_banna also, the success of this piece has nothing to do with the damn format
  114. 114. @hannah_bo_banna no one shared this *because* it was a map
  115. 115. @hannah_bo_banna no one shared this *because* it was an infographic
  116. 116. @hannah_bo_banna people do not share formats they share ideas
  117. 117. @hannah_bo_banna some solutions…
  118. 118. @hannah_bo_banna practice taking ideas apart & putting them back together again
  119. 119. @hannah_bo_banna review successful pieces: try to figure out what worked & why
  120. 120. @hannah_bo_banna read the coverage!
  121. 121. @hannah_bo_banna read the comments!
  122. 122. @hannah_bo_banna read what people said on social media!
  123. 123. @hannah_bo_banna don’t be lazy
  124. 124. @hannah_bo_banna those tools we’re all so fond of can tell us *what* was successful, but not *why*
  125. 125. @hannah_bo_banna knowing why is infinitely more useful
  126. 126. @hannah_bo_banna ok, let’s move on to problem two
  127. 127. @hannah_bo_banna we rarely take the time to truly understand our audience
  128. 128. @hannah_bo_banna I’d like to tell you another story
  129. 129. @hannah_bo_banna we’re going back to 2008
  130. 130. @hannah_bo_banna
  131. 131. @hannah_bo_banna@mattbeswick was making facebook apps
  132. 132. @hannah_bo_banna ‘snowball throw’ was the most popular app he made (this was c. 2008)
  133. 133. @hannah_bo_banna the app let you throw a virtual snowball at a friend on facebook
  134. 134. @hannah_bo_banna within a week of launch over 800,000 people had thrown snowballs
  135. 135. @hannah_bo_banna I asked Matt why he thought the app was so popular
  136. 136. @hannah_bo_banna “ummm, people like doing dumb sh*t on the internet?”
  137. 137. @hannah_bo_banna throwing virtual snowballs does sound pretty dumb
  138. 138. @hannah_bo_banna but if that’s the case why did 800,000 people throw them?
  139. 139. @hannah_bo_banna *why* do people do (what essentially looks like) dumb sh*t on the internet?
  140. 140. @hannah_bo_banna what does throwing a virtual snowball mean?
  141. 141. @hannah_bo_banna it is wickedly ambiguous…
  142. 142. @hannah_bo_banna it could mean… hi
  143. 143. @hannah_bo_banna it could mean… I’m thinking about you
  144. 144. @hannah_bo_banna it could mean… I’m thinking about sleeping with you
  145. 145. @hannah_bo_banna which makes virtual snowballs a pretty useful way to communicate
  146. 146. @hannah_bo_banna now all this might sound like “people doing dumb sh*t on the internet”
  147. 147. @hannah_bo_banna but I suspect we’re getting closer to the truth
  148. 148. @hannah_bo_banna there’s an important lesson here
  149. 149. @hannah_bo_banna “people like doing dumb sh*t on the internet” shows an alarmingly shallow & dismissive understanding of people’s motivations
  150. 150. @hannah_bo_banna if you fail to understand the people you’re trying to engage with you’re likely to fail to create something which resonates with them
  151. 151. @hannah_bo_banna if you fail to understand your audience, you are in danger of creating something that leaves them feeling one of these things this is shallow, or this is patronising if I shared this it would say nothing good about me I don’t think this shows what you’re claiming it shows there’s nothing I can identify with here there’s nothing new or different here I’m confused – I don’t get it this isn’t something I care about this isn’t something I’ve ever wondered you’ve promised me something but haven’t delivered cool, but so what?
  152. 152. @hannah_bo_banna people link to your stuff or share your stuff only if it resonates with them
  153. 153. @hannah_bo_banna if you take the time to listen to your audience you might make better things
  154. 154. @hannah_bo_banna this allows you to create a playlist of the hits, (or the obscure stuff) from the artists of virtually any major festival line up
  155. 155. @hannah_bo_banna it wasn’t our idea
  156. 156. @hannah_bo_banna it started with a tweet from a journalist…
  157. 157. @hannah_bo_banna what did she really want to do?
  158. 158. @hannah_bo_banna “I figured that a list of the least popular songs from the artists playing Glastonbury might get me a bit of traffic…”
  159. 159. @hannah_bo_banna hmmmmm
  160. 160. @hannah_bo_banna we can do that…
  161. 161. @hannah_bo_banna but actually, maybe we could make something even better
  162. 162. @hannah_bo_banna we added a couple of extra features
  163. 163. @hannah_bo_banna in addition to creating the playlist, the piece also tells you how mainstream the festival is:
  164. 164. @hannah_bo_banna
  165. 165. @hannah_bo_banna
  166. 166. @hannah_bo_banna & we included historic line ups, so you can use the Playlister as a time machine:
  167. 167. @hannah_bo_banna
  168. 168. @hannah_bo_banna & journalists at the Mirror have featured it again & again & again
  169. 169. @hannah_bo_banna
  170. 170. @hannah_bo_banna
  171. 171. @hannah_bo_banna
  172. 172. @hannah_bo_banna 750k visits
  173. 173. @hannah_bo_banna your audience can be a great source of inspiration: take those ideas & build upon them
  174. 174. @hannah_bo_banna part III a challenge for the future
  175. 175. @hannah_bo_banna when you start working on that next ‘thinger’
  176. 176. @hannah_bo_banna think like an artist
  177. 177. @hannah_bo_banna set out to capture people’s imaginations
  178. 178. @hannah_bo_banna or help them gain new perspectives
  179. 179. @hannah_bo_banna or make them think
  180. 180. @hannah_bo_banna right in the feels focus on making people feel something
  181. 181. @hannah_bo_banna NOT one of these things! this is shallow, or this is patronising if I shared this it would say nothing good about me I don’t think this shows what you’re claiming it shows there’s nothing I can identify with here there’s nothing new or different here I’m confused – I don’t get it this isn’t something I care about this isn’t something I’ve ever wondered you’ve promised me something but haven’t delivered cool, but so what?
  182. 182. @hannah_bo_banna revisit this throughout the process
  183. 183. @hannah_bo_banna does this content make people feel any of these things? this is shallow, or this is patronising if I shared this it would say nothing good about me I don’t think this shows what you’re claiming it shows there’s nothing I can identify with here there’s nothing new or different here I’m confused – I don’t get it this isn’t something I care about this isn’t something I’ve ever wondered you’ve promised me something but haven’t delivered cool, but so what?
  184. 184. @hannah_bo_banna if the answer is yes, try to find a way to fix it
  185. 185. @hannah_bo_banna you may not be able to solve all the issues
  186. 186. @hannah_bo_banna but do the best that you can
  187. 187. @hannah_bo_banna launch things!
  188. 188. @hannah_bo_banna learn things!
  189. 189. @hannah_bo_banna & seek to continually evolve & improve!
  190. 190. @hannah_bo_banna good luck out there x
  191. 191. @hannah_bo_banna Hannah Smith Head of Creative Verve Search send questions and/or pictures of cats to: hannah@vervesearch.com tweet things @hannah_bo_banna
  192. 192. @hannah_bo_banna big love to the team at Verve who helped me put this together images: no ball games: http://banksy.co.uk I’m out of bed & dressed - http://banksy.co.uk/ nobody likes me: http://www.iheartthestreetart.com/street-2/#lightbox[group-26481]/39/ alien: http://www.wired.com/2010/02/0205hr-giger-born-science-fiction-artist/ beer map: http://vinepair.com/wine-blog/most-popular-beer-every-country-map/ economist coverage: http://www.economist.com/blogs/gulliver/2015/03/countries-favourite-beers editors: https://en.wikipedia.org/wiki/An_End_Has_a_Start festival playlister: https://playlister.expedia.co.uk/ feels: http://i1.kym-cdn.com/photos/images/newsfeed/000/531/319/99f.gif danbo - https://www.flickr.com/photos/nomadic_lass/6889892777/in/set-72157629144987013 unicorn - http://queenofheartsonthesleeve.tumblr.com/post/58736423727/ok-not-much-but-here-it-is-3 credits

×