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@hannah_bo_banna
“jaws in space”
how to develop & pitch creative ideas
@hannah_bo_banna
@hannah_bo_banna
text
this is distilled
@hannah_bo_banna
we made this
@hannah_bo_banna
text
2.1m page views; 105k+ ‘likes’; 4.7k+ tweets; 1,055 LRDs
http://www.concerthotels.com/worlds-greates...
@hannah_bo_banna
a few years ago we made this
@hannah_bo_banna
text
it got just 31 ‘likes’
@hannah_bo_banna
we *still* don’t always get it right
@hannah_bo_banna
everyone knows that coming up with a ‘good’ idea
is paramount
@hannah_bo_banna
but what do we mean by a ‘good’ idea?
@hannah_bo_banna
something that appears to have worked?
@hannah_bo_banna
pop quiz!
@hannah_bo_banna
raise your hands if you think this piece
got links from more than 100 sites
@hannah_bo_banna
@hannah_bo_banna
ready?
@hannah_bo_banna
189 LRDs
@hannah_bo_banna
what about this one?
@hannah_bo_banna
@hannah_bo_banna
ready?
@hannah_bo_banna
59 LRDs
@hannah_bo_banna
spotting a good idea is tough
@hannah_bo_banna
we also have a tendency to get wrapped up in formats
@hannah_bo_banna
‘guides get links’
let’s do loads of guides!
@hannah_bo_banna
a guide is a format, not an idea
@hannah_bo_banna
video is a format, not an idea
@hannah_bo_banna
an infographic is a format, not an idea
@hannah_bo_banna
people don’t share formats,
they share ideas
@hannah_bo_banna
let’s try something else...
I’m going to show you 2 pieces - which got the most links?
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
ready?
@hannah_bo_banna
64 LRDs
@hannah_bo_banna
181 LRDs
@hannah_bo_banna
ok, you’ve seen which got the most links,
but which got the most interactions on facebook?
@hannah_bo_banna
50k facebook interactions
@hannah_bo_banna
5k facebook interactions
@hannah_bo_banna
the relationship between social shares and links is not as
linear as you might expect
@hannah_bo_banna
it is incredibly tough to figure out
whether something is ‘good’ idea or not
@hannah_bo_banna
& most of us don’t have the luxury of
creating & launching a bunch of different things
before hitting on ...
@hannah_bo_banna
we get fired
@hannah_bo_banna
so how do we get better?
@hannah_bo_banna
we started out with this
@hannah_bo_banna
http://www.concerthotels.com/worlds-greatest-vocal-ranges
@hannah_bo_banna
authors Chip & Dan Heath identified
6 factors make an idea ‘stick’:
simple
unexpected
concrete
credible
e...
@hannah_bo_banna
& we’ve added one of our own:
simple
unexpected
concrete
credible
emotional
story
shareable
@hannah_bo_banna
you don’t need all 7 to be successful:
but in this case, more is more
@hannah_bo_banna
further reading:
lessons in virality from axl rose
http://dis.tl/HS-axl
@hannah_bo_banna
the ‘success’ framework is great,
but it has its drawbacks
@hannah_bo_banna
it’s a useful tool,
but it can be used as a weapon
@hannah_bo_banna
don’t use this to shoot ideas down,
use it to build ideas up
@hannah_bo_banna
good ideas rarely
seem like good ideas
at their inception,
that’s what stops the majority of people from ...
@hannah_bo_banna
how can we develop this idea to make it more
simple?
unexpected?
concrete?
credible?
emotional?
story-dri...
@hannah_bo_banna
you can also use the framework later in the process
to help you decide which ideas to pitch
@hannah_bo_banna
but there’s another issue
@hannah_bo_banna
clients don’t always understand why they should care
about these criteria
@hannah_bo_banna
there’s insufficient onus on
why this is a good idea for their company
@hannah_bo_banna
we found that some of our best ideas
weren’t getting signed off
@hannah_bo_banna
we needed to get better at pitching ideas
@hannah_bo_banna@hannah_bo_banna
the high concept pitch for alien was
“jaws in space”
@hannah_bo_banna
that’s a lot of information in just 3 words
@hannah_bo_banna
the ship is not sleek & clean like in other sci-fi movies
this is grubby, broken, low-tech
@hannah_bo_banna
this film will be filled with tension & conflict,
not everyone will understand the danger they’re in
@hannah_bo_banna
our aim was not to be able to pitch our ideas in 3 words
@hannah_bo_banna
but to distill our thinking & communicate
why our ideas were right for the client
@hannah_bo_banna
this is what we came up with
@hannah_bo_banna
relevant, resonant & different
@hannah_bo_banna
this is hard to explain in the abstract
so I’ll be using an example
@hannah_bo_banna
@hannah_bo_banna
pop quiz!
@hannah_bo_banna
raise your hands if you think this is a ‘good’ idea
@hannah_bo_banna
@hannah_bo_banna
relevant
@hannah_bo_banna
this is about ‘brand fit’
why is this the right thing for the company to do?
@hannah_bo_banna
podio’s strapline is
‘empowering you to work the way you want’
&
they’re targeting people in the creative...
@hannah_bo_banna
‘daily routines’
places podio in the conversations people are already
having about how best to work,
with...
@hannah_bo_banna
resonant
@hannah_bo_banna
why will your target audience & target publishers
care about this?
@hannah_bo_banna
creativity & productivity are perpetually hot topics:
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
people share this stuff,
so publishers want to publish this stuff
@hannah_bo_banna
& the publishers we want coverage from
feature this stuff
@hannah_bo_bannaexcerpt from a buzzsumo content analysis report for ‘creativity’
@hannah_bo_banna
people will share our piece because it:
makes them look smart
and/or
makes them look cultured
and/or
make...
@hannah_bo_banna
different
@hannah_bo_banna
how is this different from what’s already out there?
how are we adding value?
@hannah_bo_banna
this data has been visualised before
@hannah_bo_banna
@hannah_bo_banna
but this is a poster
it wasn’t built for the web
@hannah_bo_banna
this execution doesn’t allow you to
compare the creative routines of the people featured,
or explore the ...
@hannah_bo_banna
have I managed to convince you it’s a good idea yet?
@hannah_bo_banna
how did it all go down?
@hannah_bo_banna
you will never be 100% confident
@hannah_bo_banna
@hannah_bo_banna
658k page views; 33k+ ‘likes’; 10k+ tweets; 632 LRDs
@hannah_bo_banna
please note:
@hannah_bo_banna
results like this don’t just
*happen*
@hannah_bo_banna
we spent over 60 hours promoting this piece
@hannah_bo_banna
today we use ‘relevant, resonant, different’
alongside the ‘SUCCESS’ framework
@hannah_bo_banna
it means our ideation process is more rigorous
@hannah_bo_banna
& it forces us to think harder about whether or not our ideas
make sense for our clients
@hannah_bo_banna
most importantly - it makes getting sign off
from clients easier
@hannah_bo_banna
the bigger picture
@hannah_bo_banna
getting good at this stuff is hard
@hannah_bo_banna
there’s a few things we do
which we think have helped us get better
@hannah_bo_banna
focus on ideas, not formats
@hannah_bo_banna
text
an idea
is a novel combination of
previously unconnected elements
in a way that adds value
@hannah_bo_banna
an infographic is not an idea
it’s a format
@hannah_bo_banna
people don’t share formats,
they share ideas
@hannah_bo_banna
further reading:
how to produce content people will share
http://dis.tl/MJ-share
how to produce better co...
@hannah_bo_banna
take this sh*t seriously
@hannah_bo_banna
a few years ago we used to ‘present’ creative ideas like this:
@hannah_bo_banna
[redacted]
@hannah_bo_banna
@hannah_bo_banna
those were not ideas
@hannah_bo_banna
you won’t be surprised to hear that sign off was an issue
@hannah_bo_banna
today we present creative ideas
in person, with a slide deck
we also spend significantly longer on the id...
@hannah_bo_banna
keep on keeping on
@hannah_bo_banna
we consistently work on improving our approach
& our processes
@hannah_bo_banna
@hannah_bo_banna
good luck out there x
@hannah_bo_banna
Hannah Smith
Content Strategist, Distilled
caffeine addict; book worm;
would really like a unicorn...
sen...
credits
Images:
alien: http://www.wired.com/2010/02/0205hr-giger-born-science-fiction-artist/
unexpected - http://thabto.f...
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Jaws in Space (Ressurrection) - BrightonSEO

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A framework for pitching creative ideas.

Presented at BrightonSEO in April 2015.

Published in: Marketing
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Jaws in Space (Ressurrection) - BrightonSEO

  1. 1. @hannah_bo_banna “jaws in space” how to develop & pitch creative ideas @hannah_bo_banna
  2. 2. @hannah_bo_banna text this is distilled
  3. 3. @hannah_bo_banna we made this
  4. 4. @hannah_bo_banna text 2.1m page views; 105k+ ‘likes’; 4.7k+ tweets; 1,055 LRDs http://www.concerthotels.com/worlds-greatest-vocal-ranges
  5. 5. @hannah_bo_banna a few years ago we made this
  6. 6. @hannah_bo_banna text it got just 31 ‘likes’
  7. 7. @hannah_bo_banna we *still* don’t always get it right
  8. 8. @hannah_bo_banna everyone knows that coming up with a ‘good’ idea is paramount
  9. 9. @hannah_bo_banna but what do we mean by a ‘good’ idea?
  10. 10. @hannah_bo_banna something that appears to have worked?
  11. 11. @hannah_bo_banna pop quiz!
  12. 12. @hannah_bo_banna raise your hands if you think this piece got links from more than 100 sites
  13. 13. @hannah_bo_banna
  14. 14. @hannah_bo_banna ready?
  15. 15. @hannah_bo_banna 189 LRDs
  16. 16. @hannah_bo_banna what about this one?
  17. 17. @hannah_bo_banna
  18. 18. @hannah_bo_banna ready?
  19. 19. @hannah_bo_banna 59 LRDs
  20. 20. @hannah_bo_banna spotting a good idea is tough
  21. 21. @hannah_bo_banna we also have a tendency to get wrapped up in formats
  22. 22. @hannah_bo_banna ‘guides get links’ let’s do loads of guides!
  23. 23. @hannah_bo_banna a guide is a format, not an idea
  24. 24. @hannah_bo_banna video is a format, not an idea
  25. 25. @hannah_bo_banna an infographic is a format, not an idea
  26. 26. @hannah_bo_banna people don’t share formats, they share ideas
  27. 27. @hannah_bo_banna let’s try something else... I’m going to show you 2 pieces - which got the most links?
  28. 28. @hannah_bo_banna
  29. 29. @hannah_bo_banna
  30. 30. @hannah_bo_banna ready?
  31. 31. @hannah_bo_banna 64 LRDs
  32. 32. @hannah_bo_banna 181 LRDs
  33. 33. @hannah_bo_banna ok, you’ve seen which got the most links, but which got the most interactions on facebook?
  34. 34. @hannah_bo_banna 50k facebook interactions
  35. 35. @hannah_bo_banna 5k facebook interactions
  36. 36. @hannah_bo_banna the relationship between social shares and links is not as linear as you might expect
  37. 37. @hannah_bo_banna it is incredibly tough to figure out whether something is ‘good’ idea or not
  38. 38. @hannah_bo_banna & most of us don’t have the luxury of creating & launching a bunch of different things before hitting on a winner
  39. 39. @hannah_bo_banna we get fired
  40. 40. @hannah_bo_banna so how do we get better?
  41. 41. @hannah_bo_banna we started out with this
  42. 42. @hannah_bo_banna http://www.concerthotels.com/worlds-greatest-vocal-ranges
  43. 43. @hannah_bo_banna authors Chip & Dan Heath identified 6 factors make an idea ‘stick’: simple unexpected concrete credible emotional story
  44. 44. @hannah_bo_banna & we’ve added one of our own: simple unexpected concrete credible emotional story shareable
  45. 45. @hannah_bo_banna you don’t need all 7 to be successful: but in this case, more is more
  46. 46. @hannah_bo_banna further reading: lessons in virality from axl rose http://dis.tl/HS-axl
  47. 47. @hannah_bo_banna the ‘success’ framework is great, but it has its drawbacks
  48. 48. @hannah_bo_banna it’s a useful tool, but it can be used as a weapon
  49. 49. @hannah_bo_banna don’t use this to shoot ideas down, use it to build ideas up
  50. 50. @hannah_bo_banna good ideas rarely seem like good ideas at their inception, that’s what stops the majority of people from having them ~Drew Gummerson
  51. 51. @hannah_bo_banna how can we develop this idea to make it more simple? unexpected? concrete? credible? emotional? story-driven? shareable?
  52. 52. @hannah_bo_banna you can also use the framework later in the process to help you decide which ideas to pitch
  53. 53. @hannah_bo_banna but there’s another issue
  54. 54. @hannah_bo_banna clients don’t always understand why they should care about these criteria
  55. 55. @hannah_bo_banna there’s insufficient onus on why this is a good idea for their company
  56. 56. @hannah_bo_banna we found that some of our best ideas weren’t getting signed off
  57. 57. @hannah_bo_banna we needed to get better at pitching ideas
  58. 58. @hannah_bo_banna@hannah_bo_banna the high concept pitch for alien was “jaws in space”
  59. 59. @hannah_bo_banna that’s a lot of information in just 3 words
  60. 60. @hannah_bo_banna the ship is not sleek & clean like in other sci-fi movies this is grubby, broken, low-tech
  61. 61. @hannah_bo_banna this film will be filled with tension & conflict, not everyone will understand the danger they’re in
  62. 62. @hannah_bo_banna our aim was not to be able to pitch our ideas in 3 words
  63. 63. @hannah_bo_banna but to distill our thinking & communicate why our ideas were right for the client
  64. 64. @hannah_bo_banna this is what we came up with
  65. 65. @hannah_bo_banna relevant, resonant & different
  66. 66. @hannah_bo_banna this is hard to explain in the abstract so I’ll be using an example
  67. 67. @hannah_bo_banna
  68. 68. @hannah_bo_banna pop quiz!
  69. 69. @hannah_bo_banna raise your hands if you think this is a ‘good’ idea
  70. 70. @hannah_bo_banna
  71. 71. @hannah_bo_banna relevant
  72. 72. @hannah_bo_banna this is about ‘brand fit’ why is this the right thing for the company to do?
  73. 73. @hannah_bo_banna podio’s strapline is ‘empowering you to work the way you want’ & they’re targeting people in the creative industry
  74. 74. @hannah_bo_banna ‘daily routines’ places podio in the conversations people are already having about how best to work, without being self-serving
  75. 75. @hannah_bo_banna resonant
  76. 76. @hannah_bo_banna why will your target audience & target publishers care about this?
  77. 77. @hannah_bo_banna creativity & productivity are perpetually hot topics:
  78. 78. @hannah_bo_banna
  79. 79. @hannah_bo_banna
  80. 80. @hannah_bo_banna
  81. 81. @hannah_bo_banna people share this stuff, so publishers want to publish this stuff
  82. 82. @hannah_bo_banna & the publishers we want coverage from feature this stuff
  83. 83. @hannah_bo_bannaexcerpt from a buzzsumo content analysis report for ‘creativity’
  84. 84. @hannah_bo_banna people will share our piece because it: makes them look smart and/or makes them look cultured and/or makes them look interested & interesting and/or makes them look like they care about being creative
  85. 85. @hannah_bo_banna different
  86. 86. @hannah_bo_banna how is this different from what’s already out there? how are we adding value?
  87. 87. @hannah_bo_banna this data has been visualised before
  88. 88. @hannah_bo_banna
  89. 89. @hannah_bo_banna but this is a poster it wasn’t built for the web
  90. 90. @hannah_bo_banna this execution doesn’t allow you to compare the creative routines of the people featured, or explore the data, our execution will
  91. 91. @hannah_bo_banna have I managed to convince you it’s a good idea yet?
  92. 92. @hannah_bo_banna how did it all go down?
  93. 93. @hannah_bo_banna you will never be 100% confident
  94. 94. @hannah_bo_banna
  95. 95. @hannah_bo_banna 658k page views; 33k+ ‘likes’; 10k+ tweets; 632 LRDs
  96. 96. @hannah_bo_banna please note:
  97. 97. @hannah_bo_banna results like this don’t just *happen*
  98. 98. @hannah_bo_banna we spent over 60 hours promoting this piece
  99. 99. @hannah_bo_banna today we use ‘relevant, resonant, different’ alongside the ‘SUCCESS’ framework
  100. 100. @hannah_bo_banna it means our ideation process is more rigorous
  101. 101. @hannah_bo_banna & it forces us to think harder about whether or not our ideas make sense for our clients
  102. 102. @hannah_bo_banna most importantly - it makes getting sign off from clients easier
  103. 103. @hannah_bo_banna the bigger picture
  104. 104. @hannah_bo_banna getting good at this stuff is hard
  105. 105. @hannah_bo_banna there’s a few things we do which we think have helped us get better
  106. 106. @hannah_bo_banna focus on ideas, not formats
  107. 107. @hannah_bo_banna text an idea is a novel combination of previously unconnected elements in a way that adds value
  108. 108. @hannah_bo_banna an infographic is not an idea it’s a format
  109. 109. @hannah_bo_banna people don’t share formats, they share ideas
  110. 110. @hannah_bo_banna further reading: how to produce content people will share http://dis.tl/MJ-share how to produce better content ideas http://dis.tl/MJ-idea
  111. 111. @hannah_bo_banna take this sh*t seriously
  112. 112. @hannah_bo_banna a few years ago we used to ‘present’ creative ideas like this:
  113. 113. @hannah_bo_banna [redacted]
  114. 114. @hannah_bo_banna
  115. 115. @hannah_bo_banna those were not ideas
  116. 116. @hannah_bo_banna you won’t be surprised to hear that sign off was an issue
  117. 117. @hannah_bo_banna today we present creative ideas in person, with a slide deck we also spend significantly longer on the ideation process
  118. 118. @hannah_bo_banna keep on keeping on
  119. 119. @hannah_bo_banna we consistently work on improving our approach & our processes
  120. 120. @hannah_bo_banna
  121. 121. @hannah_bo_banna good luck out there x
  122. 122. @hannah_bo_banna Hannah Smith Content Strategist, Distilled caffeine addict; book worm; would really like a unicorn... send cat pictures or questions to: hannah.smith@distilled.net
  123. 123. credits Images: alien: http://www.wired.com/2010/02/0205hr-giger-born-science-fiction-artist/ unexpected - http://thabto.files.wordpress.com/2013/07/shocked-face.jpg daily rituals - http://24.media.tumblr.com/011d7a30de400a6f5f9244775f95781a/tumblr_mmg8etEJt81qzlz5go1_r1_1280.jpg emotional - http://adland.tv/ooh/feed-sa-trolley-ambient-south-africa swing - https://www.flickr.com/photos/21745851@N00/4805435840 facepalm - http://www.urbandictionary.com/define.php?term=facepalm no finish line - http://www.quotesvalley.com/images/50/there-is-no-finish-line-5.jpg 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 Big love to to the wonderful Distilled folks who helped me put this together.

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