IDEAS BORN SOCIAL learning from experiments in social creativity
THIS IS NOT A TEST.Here are a few learnings from experimentingwith social creativity in a global ad network.It all started with a question we revisit often:How would we do things diﬀerently if wewere starting from scratch?
Social by Design 1. Build business from the ground up to work in our connected world 2. This means putting humans at the center not technology 3. Fully integrate social dynamics to make it scale via
...media is the connective tissue of society. Clay Shirky Cognitive Surplus
media is the connective tissue of new agency models, big and small...
ONE.Connecting the agency via social networksneeds a clear, culturally-relevant, marketing-free framework to identify and elevatebusiness problems.
The greatest challenge to any thinker is statingthe problem in a way that will allow a solution. Bertrand Russell
Culture ...can be deﬁned as the network of beliefs, attitudes, behaviors and histories that are prevalent among communities of people. It is learned from birth and continues to grow through a range of social and environmental experiences and relationships (and the meanings we make of them). Culture becomes an integral part of how we think and behave; it is like a lens through which we see the world. CommunityMatters
HOW ABOUT THIS ONE? experimental framework to deﬁne problems in culture INGRAINED INSTITUTIONALIZED ARISING BELIEFS BEHAVIORS CONVENTIONS CULTURE... Wants to Change Needs to Change Must ChangeMANIFESTED VIA Thought Leaders Mainstream Systems DEFINED BY Purpose Orthodoxy Stagnation
for example INSTITUTIONALIZED ARISING BELIEFS INGRAINED BEHAVIORS CONVENTIONS When technology is opaque and Data worldwide is either We are no longer a nation that poorly understood it drives disconnected or invisible andcelebrates making things and as wasteful behaviors and sub-par this limits our potential to be a result, we are lost experiences smarter * all problem statements are speculative and were reversed-engineered via analyzing published interviews with management
creative brief = a problem to solve this is particularly important when brieﬁng a network also, avoid speaking marketing english is always better
TWO.Connecting a global network is diﬀerent thancreating a collaborative shop from scratch.We already have people all over the world.Let s leverage the best of dedicated small teams andmix it with the power of ﬂuid non-expert groups.
[COLLABORATIVE NETWORK]! PROJECT PLAN! HUNCHES! IDEAS! WINNERS! PREPARE CLIENT!CLIENT PROBLEM PROBLEM CURATION IDEA WALL! WORKSHOP/INPUT! ALIGNMENT! STATEMENT! WORKSHOP! PRESENTATION! BRAND STRATEGY! IDEATION! STORY! FINE-TUNE! INQUIRY! [CORE TEAM]!
ﬂuid network of people from all disciplines and backgrounds [COLLABORATIVE NETWORK]! PROJECT PLAN! HUNCHES! IDEAS! WINNERS! PREPARE CLIENT!CLIENT PROBLEM PROBLEM CURATION IDEA WALL! WORKSHOP/INPUT! ALIGNMENT! STATEMENT! WORKSHOP! PRESENTATION! BRAND STRATEGY! IDEATION! STORY! FINE-TUNE! INQUIRY! [CORE TEAM]! small teams fully dedicated to the project
THREE.What happens if the team can play with hundredsof ideas just a few days after the project started?A) Can be overwhelming, B) Could be fun, C) If donewell, is eye opening, D) It s always better, ideas loveto mate and make better ideas.
We are often better served by connecting ideas than we are byprotecting them... Environments that build walls around goodideas tend to be less innovative in the long run than more open-ended environments. Good ideas may not want to be free, butthey want to connect, fuse, recombine.... They want to completeeach other as much as they want to compete. Steven Johnson Where Good Ideas Come From
FOUR.The most important learning is to keep doing newstuﬀ and revisiting the question on page two.Other key learnings include:
‣Experimenting with social networks as part of work feels like play‣Social creativity or crowdsoursing in commercial creativity works when boththe network and dedicated teams are allowed to do what they do best‣There is plenty of room for experimentation and many ways to activateprivate and public networks‣The tighter the brief and the shorter the timeline, the better the work‣Integrating all these people around a problem they can understand is wayeasier than trying to integrate them around a solution‣Keep an open mind when curating/connecting ideas, start with broadterritories, allow concept and detail to inform each other