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2
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Welcome to makingdigital work                    4
Edward Boches          Matt Howell                                         Gareth Kay                                     ...
what will you get out of being here?                                            ideas                                     ...
advertising creative director                                I don’t have to learn                                any digi...
oh yeah?           8
not without knowingsomething about html5,google’s APIs and whatyou could do with them.                          9
could you think this up?                           10
not without knowingexactly how Twitterworks, how to leverageinfluencers and how tostimulate conversation.                  ...
could you think this up?                           12
not without beingamong the firstpeople to use andembrace newtechnologies and                    13
could you think up this?                           14
not without realizingthe value of connectingpeople to each otherand acknowledging thatpersonal data is the                ...
could you think this up?                           16
not withoutthinking like asoftware companyand knowing howto leverage the                   17
could you think this up?Band that crowdsources     Dexter ARG   It gets better                                            ...
not without realizingthatsometimes we don’thave tomake anything; we have                         19
the work v           20
the making   v             21
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We are living throughthe disorientation thatcomes from including 2billion new participantsin a media landscapepreviously o...
We tend to overestimate the value ofconnecting people tobrands and informationwhile we greatlyunderestimate the           ...
consumers want to participate                                25
consumers want to participatewe have complex relationships with media                                           26
consumers want to participatewe have complex relationships with mediawe join forces to exert influence                     ...
consumers want to participatewe have complex relationships with mediawe join forces to exert influencewe want to do busines...
consumers want to participatewe have complex relationships with mediawe join forces to exert influencewe want to do busines...
consumers want to participatewe have complex relationships with mediawe join forces to exert influencewe want to do busines...
consumers want to participatewe have complex relationships with mediawe join forces to exert influencewe want to do busines...
consumers want to participatewe have complex relationships with mediawe join forces to exert influencewe want to do busines...
what’s next              content is getting easier to generate and share                                                  ...
what’s next              content is getting easier to generate and share              the stream is moving beyond realtime...
what’s next              content is getting easier to generate and share              the stream is moving beyond realtime...
what’s next              content is getting easier to generate and share              the stream is moving beyond realtime...
what’s next              content is getting easier to generate and share              the stream is moving beyond realtime...
from likes to circles                        Suburban    Hispanic     Gay                         Moms        Moms      Ur...
awarenessconsiderationintentsupportloyaltyadvocacy             39
SEARCH                                                    LE                                                    AR    AY  ...
SEARCH                     LE                     AR    AY                        N PL                          TEN       ...
information   entertainment           utilitywebsites       awareness         loyaltypresence       buzz              barr...
usefulshort                  longterm                   term        entertaining                              43
apps       44
iAds       45
social         46
microsites             47
48
facebook apps                49
live events              50
gaming dynamics                  51
shopping           52
emerging platforms                     53
what they all have in common                                  experiences                                         invite  ...
what has to               audience    community               messages    utility                  target   invite        ...
what has to              user experience and              engagement are the              new art and copy                ...
Ive worked for some of the best creative shops in north    america, and the biggest    issues regarding digital integratio...
what has to              from:              who is our target?              what is our insight?              what is our ...
what has to              to:              who is our community?              where do they hang out?              what val...
what has to                interactive                 shareable              participatory                  ongoing      ...
what has to              CW       CW       Design   CW         Design   AD       UX   AD         UX       Social   Tech   ...
CWAD     62
DesignUXTechMobile         63
Kay Pancheri Account Director,      Mullenand former Making                     “We designed the print                    ...
what has to                  copywriter                 art director                web designer                    IA/UX ...
what has to              66
what has to               pressure from                     the top                buy-in from                   everyone ...
where do you                new sources of content               actively use social media    learn what you can do with a...
expect mistakes                  how we sold                  encouraging offline ae’s to think and sell digital with no t...
always be in beta                    70
#mdwboulderpost@makingdigitalwork.posterous.com                                       71
thank you            72
73
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Edward Boches Evolving Landscape | MDW August 2011

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Edward Boches talks about how consumers and the market place are changing in a digital age.

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Edward Boches Evolving Landscape | MDW August 2011

  1. 1. 1
  2. 2. 2
  3. 3. 3
  4. 4. Welcome to makingdigital work 4
  5. 5. Edward Boches Matt Howell Gareth Kay Tim Malbon Kim LaamaChief Innovation Global Chief Digital Director. Brand Strategy Founding Partner Creative DirectorOfficer Officer Goodby, Silverstein and Made By Many AKQAMullen Arnold Worldwide Partners @malbonster @kimlaama@edwardboches @mrhowell @garethkSheena Matheiken Scott Prindle Will McGinness Ben Malbon Daniel SteinFounder and Creative VP/Executive Creative Creative Director Director of Strategy CEODirector Technology Director Venables Bell and Partners Google Creative lab EVBThe Uniform Project CP+B @willmcginness @malbonnington @danielstein@matheiken @prindlescott 5
  6. 6. what will you get out of being here? ideas validation ammunition confidence courage 6
  7. 7. advertising creative director I don’t have to learn any digital technology because I know that no matter what I think up 7
  8. 8. oh yeah? 8
  9. 9. not without knowingsomething about html5,google’s APIs and whatyou could do with them. 9
  10. 10. could you think this up? 10
  11. 11. not without knowingexactly how Twitterworks, how to leverageinfluencers and how tostimulate conversation. 11
  12. 12. could you think this up? 12
  13. 13. not without beingamong the firstpeople to use andembrace newtechnologies and 13
  14. 14. could you think up this? 14
  15. 15. not without realizingthe value of connectingpeople to each otherand acknowledging thatpersonal data is the 15
  16. 16. could you think this up? 16
  17. 17. not withoutthinking like asoftware companyand knowing howto leverage the 17
  18. 18. could you think this up?Band that crowdsources Dexter ARG It gets better 18
  19. 19. not without realizingthatsometimes we don’thave tomake anything; we have 19
  20. 20. the work v 20
  21. 21. the making v 21
  22. 22. 22
  23. 23. We are living throughthe disorientation thatcomes from including 2billion new participantsin a media landscapepreviously operated by 23
  24. 24. We tend to overestimate the value ofconnecting people tobrands and informationwhile we greatlyunderestimate the 24
  25. 25. consumers want to participate 25
  26. 26. consumers want to participatewe have complex relationships with media 26
  27. 27. consumers want to participatewe have complex relationships with mediawe join forces to exert influence 27
  28. 28. consumers want to participatewe have complex relationships with mediawe join forces to exert influencewe want to do business with human brands 28
  29. 29. consumers want to participatewe have complex relationships with mediawe join forces to exert influencewe want to do business with human brandscommunity is our new source of content 29
  30. 30. consumers want to participatewe have complex relationships with mediawe join forces to exert influencewe want to do business with human brandscommunity is our new source of contentthere is no such thing as perfect 30
  31. 31. consumers want to participatewe have complex relationships with mediawe join forces to exert influencewe want to do business with human brandscommunity is our new source of contentthere is no such thing as perfectwe have a new definition of quality 31
  32. 32. consumers want to participatewe have complex relationships with mediawe join forces to exert influencewe want to do business with human brandscommunity is our new source of contentthere is no such thing as perfectwe have a new definition of qualityattention is the new scarcity 32
  33. 33. what’s next content is getting easier to generate and share 33
  34. 34. what’s next content is getting easier to generate and share the stream is moving beyond realtime 34
  35. 35. what’s next content is getting easier to generate and share the stream is moving beyond realtime individuals can filter more than ever 35
  36. 36. what’s next content is getting easier to generate and share the stream is moving beyond realtime individuals can filter more than ever C2C rivals B2C 36
  37. 37. what’s next content is getting easier to generate and share the stream is moving beyond realtime individuals can filter more than ever C2C rivals B2C influence gets more influential 37
  38. 38. from likes to circles Suburban Hispanic Gay Moms Moms Urbanites 283 297 304 Don’t Empty know how Nesters Roommates to cook 295 276 281 38
  39. 39. awarenessconsiderationintentsupportloyaltyadvocacy 39
  40. 40. SEARCH LE AR AY N PL Earn  TrueBlue  points   every  2me  you   check  in  at  JetBlue   TEN C SA TE AN RT TR AI N CONNECT 40
  41. 41. SEARCH LE AR AY N PL TEN C SA TE AN RT TR AI N CONNECT 41
  42. 42. information entertainment utilitywebsites awareness loyaltypresence buzz barriers to exitengineerin attention added valueg cultural impact competitive advantagesocial scale communitymobileaccessibleownedcontent 42
  43. 43. usefulshort longterm term entertaining 43
  44. 44. apps 44
  45. 45. iAds 45
  46. 46. social 46
  47. 47. microsites 47
  48. 48. 48
  49. 49. facebook apps 49
  50. 50. live events 50
  51. 51. gaming dynamics 51
  52. 52. shopping 52
  53. 53. emerging platforms 53
  54. 54. what they all have in common experiences invite participation defined by user sharing is essential leverage 54
  55. 55. what has to audience community messages utility target invite media plan interest plan penetrate collaborate 55
  56. 56. what has to user experience and engagement are the new art and copy 56
  57. 57. Ive worked for some of the best creative shops in north america, and the biggest issues regarding digital integration that Ive run into are: idea“ recognition and experience design. Many creative-lead shops have established methodologies for coming up with great ideas, and have senior creative directors who might not have the experience to understand/ recognize good digital ideas. (That said, it often doesnt stop the creative-lead shop at coming up with original ideas that work within the digital space.) “ If traditional agencies want to be the future of digital, I think they need to invest in experience design & experience strategy. Learning how to do this, and effectively integrating those UX evangelists throughout the agency will ultimately determine Jordan Julien those agencies that move the industry forward. UX Architect for BMW, Coke, Telus, Dove, Digital & social strategy consultant & Canadian Tire, AT&T, Microsoft, Cineplex, VISA, Toyota, GE, P&G 57
  58. 58. what has to from: who is our target? what is our insight? what is our message? where do we reach them? how do we measure success? 58
  59. 59. what has to to: who is our community? where do they hang out? what value can we add? what should our content be? how will people get involved? what platforms, tech, APIs should we use? what will make it ongoing? how will we measure success? 59
  60. 60. what has to interactive shareable participatory ongoing 60
  61. 61. what has to CW CW Design CW Design AD UX AD UX Social Tech Social Mobile Mobile 61
  62. 62. CWAD 62
  63. 63. DesignUXTechMobile 63
  64. 64. Kay Pancheri Account Director, Mullenand former Making “We designed the print ad around the functionality of mobile.” 64
  65. 65. what has to copywriter art director web designer IA/UX programmer video producer content strategist connection planner PR/social media media analytics 65
  66. 66. what has to 66
  67. 67. what has to pressure from the top buy-in from everyone commitment of resources 67
  68. 68. where do you new sources of content actively use social media learn what you can do with an api partner with someone different 68
  69. 69. expect mistakes how we sold encouraging offline ae’s to think and sell digital with no training or supervision – neglected to put digital-savvy person in new business role – arrogant enough to think we knew what we were talking about how we scoped refused to acknowledge true costs of digital - gave team leftover money squeezed from offline budgets – failed to train clients on actual value – brought message rather than experience mentality to the space – gave digital work away to “get” the business – perpetuated the diminished worth of digital how we staffed continued to hire legacy talent l focused on usage rather than future when downsizing – assumed traditional talent could lead digital efforts - believed project management could compensate for digitally naïve account people – defined integration as offline people could try digital (but not the other way around) how we delivered collapsed all project management into one group, allowing key online pm to leave – assumed a “brand” creative brief was enough despite lack of details to do effective digital work - allowed traditional creative teams to present ideas before including UX and technology – failed to unite different groups physically delayed integrating digital media, creative, Technical Support – neglected to invest in collaborative technology, depending too much on IT instead of developers how we rewarded assumed digital people would put learning on hold while they spent time cleaning up after offline colleagues – under invested in training (formal and informal) – didn’t mandate digital skill expansion as part of performance evaluation for all 69
  70. 70. always be in beta 70
  71. 71. #mdwboulderpost@makingdigitalwork.posterous.com 71
  72. 72. thank you 72
  73. 73. 73

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