This document summarizes a presentation given by Edward Boches, Chief Innovation Officer at Mullen, about how advertising and marketing are evolving in a more social world. The key points are:
1. Everything from TV, fashion, shopping, and more are becoming more social experiences where people connect with others.
2. Brands need to shift from pushing messages on social media to focusing on building communities and adding value for people.
3. For agencies and brands to stay relevant, they need to change their mindsets, teams, processes, and business models to focus more on community engagement and experiences rather than just messages and media plans.
1. ADVERTISING
EVOLVES. YOU
SHOULD, TOO
Edward Boches
Chief Innovation Officer
Mullen
Wednesday, June 1, 2011
Nothing stays the same. We make different things, work different ways, use different media.
It takes an open mind, an endless curiosity and no fear of change.
2. Wednesday, June 1, 2011
That is, after all, how you survive for 35 years in a business filled with 20 and 30 somethings.
3. Wednesday, June 1, 2011
I’ve been doing this a long time. Since before the days of the Commodore 64. Launched a
computer show for Puma 25 years before Nike + came along.
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Mullen. The Manor House. Filled with ghosts, stories, history.
6. Wednesday, June 1, 2011
You build an agency in the middle of nowhere by doing work that gains notoriety. Great work
is self perpetuating and defines a culture.
8. Agency no where
dotcom crisis
monster.com
Text
move to boston
ad age
fast company
gary vee and lee
Wednesday, June 1, 2011
But the industry -- advertising, marketing, digital, social, brands and how to build them --
was changing.
9. UNBOUND
Wednesday, June 1, 2011
We decided we needed to change as well. Our vision was to be great. Our mission to get there
by being unbound in our thinking and work. Became our mantra.
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We started a social media practice before most other agencies and became social AOR for a
number of clients.
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We made more radical changes moving from the Manor House to the city.
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Made investments in talent, especially in the digital space.
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Stayed focused on our core work as well -- advertising.
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And all of that combined with new business wins led to momentum and recognition.
16. EVERYTHING IS
SOCIAL, OR...
Wednesday, June 1, 2011
So where are we today?
17. There’s nothing in
this presentation that
you couldn’t learn
on Twitter.
Wednesday, June 1, 2011
Social media and consumer involvement changes everything. For us, for clients, for brands,
for marketing. We all know that.
18. Wednesday, June 1, 2011
Television is social. We can’t watch it in isolation. We have to connect, share, comment with
others. Ironically, after all the predictions of TV’s demise, at least as an ad medium,
appointment TV is back thanks to Twitter. At least until we all cut the cable.
19. If you're not watching live – and reading
the comments from friends, your favorite
celebrities, and even total strangers via
Twitter – you're missing half the show.
November, 2010
Wednesday, June 1, 2011
20. Wednesday, June 1, 2011
Advertising is social. We may still receive ads or even sit through them, but not without
playing armchair critic and sharing our opinions.
22. Wednesday, June 1, 2011
Fashion is social. Are we influenced or influencing on Art of the Trench, the remarkable
Burberry site that has attracted fans, photographers, even singles in search of attractive
mates.
23. Wednesday, June 1, 2011
Burberry has nearly 25,000 followers on Instagram where they share and engage.
24. Wednesday, June 1, 2011
Shopping is social. And not just in the Groupon way, but in the idea that even we go
shopping by ourselves we’re never more than a click or a button away from our friends and
posse. Does my ass look too big in these jeans?
25. Wednesday, June 1, 2011
I bought a shirt on Twitter. You can read this on my blog. But the point is the power of
employees to represent a brand and the company they work for.
33. Wednesday, June 1, 2011
Working out is social. Nike + launched this a few years ago, but now we have Garmin
connect, Run Keeper and dozens of platforms and apps that leverage not only personal data
but our desire for community, connection and sharing.
34. Wednesday, June 1, 2011
Digital cigarette lighters are social. I met with the Smule team at SxSW and learned that what
makes all of their apps so popular, from Sonic Lighter to the Ocarina aren’t just the features,
but are the fact that they connect users to each other all over the world.
37. Wednesday, June 1, 2011
We have a tendency however,to think of this as social. Platforms.
38. Wednesday, June 1, 2011
So what do brands do? Focus on the media, not the social. We try and get friends and fans
and followers and send them updates and offers. We push out messages. We do it for less
money. Cause it’s “free” media.
40. Wednesday, June 1, 2011
Rushkoff claims brands don’t belong in social media. It’s not for them, it’s for us. In fact, we
invented brands because of end of the marketplace and the industrial revolution, no longer
knowing who we did business with. Hence the Popping Fresh Dough boy, and the Keebler
Elves, and Mr Quaker Oats.
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But now that the world is social and we can connect with people and companies rather than
symbols, this shit won’t work anymore.
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Because here’s the deal. It’s not platforms that are social, it’s people. Which by the way is
nothing new. We’ve always been social. It’s why you’re all here. It’s why we have cities. And
social media breakfasts.
43. eight trends
consumers want to participate
Wednesday, June 1, 2011
No doubt tech has reignited this. It’s enabled us to all connect again to find like minded
tribes to share and help each other. If you look across the landscape, there are these 8
trends.
44. eight trends
consumers want to participate
we have complex relationships with media
Wednesday, June 1, 2011
No doubt tech has reignited this. It’s enabled us to all connect again to find like minded
tribes to share and help each other. And if you look across the landscape, there are these 8
trends.
45. eight trends
consumers want to participate
we have complex relationships with media
we join forces to exert influence
Wednesday, June 1, 2011
No doubt tech has reignited this. It’s enabled us to all connect again to find like minded
tribes to share and help each other. And if you look across the landscape, there are these 8
trends.
46. eight trends
consumers want to participate
we have complex relationships with media
we join forces to exert influence
we want to do business with human brands
Wednesday, June 1, 2011
No doubt tech has reignited this. It’s enabled us to all connect again to find like minded
tribes to share and help each other. And if you look across the landscape, there are these 8
trends.
47. eight trends
consumers want to participate
we have complex relationships with media
we join forces to exert influence
we want to do business with human brands
community is our new source of content
Wednesday, June 1, 2011
No doubt tech has reignited this. It’s enabled us to all connect again to find like minded
tribes to share and help each other. And if you look across the landscape, there are these 8
trends.
48. eight trends
consumers want to participate
we have complex relationships with media
we join forces to exert influence
we want to do business with human brands
community is our new source of content
there is no such thing as perfect
Wednesday, June 1, 2011
No doubt tech has reignited this. It’s enabled us to all connect again to find like minded
tribes to share and help each other. And if you look across the landscape, there are these 8
trends.
49. eight trends
consumers want to participate
we have complex relationships with media
we join forces to exert influence
we want to do business with human brands
community is our new source of content
there is no such thing as perfect
we have a new definition of quality
Wednesday, June 1, 2011
No doubt tech has reignited this. It’s enabled us to all connect again to find like minded
tribes to share and help each other. And if you look across the landscape, there are these 8
trends.
50. eight trends
consumers want to participate
we have complex relationships with media
we join forces to exert influence
we want to do business with human brands
community is our new source of content
there is no such thing as perfect
we have a new definition of quality
attention is the new scarcity
Wednesday, June 1, 2011
No doubt tech has reignited this. It’s enabled us to all connect again to find like minded
tribes to share and help each other. And if you look across the landscape, there are these 8
trends.
51. Wednesday, June 1, 2011
But look at some of the newest mobile apps. They’re about connecting us, sometimes to
people we know, but other times to strangers, folks in the same location, people with the
same interests. They not have achieved scale yet, but we are creating them for a reason.
52. We overestimate the value of
access to information while
we underestimate the value
of access to each other.
Wednesday, June 1, 2011
A key point to keep in mind. It should drive our thinking.
53. what has to change:
mindset
audience
messages
target
media plan
penetrate
Wednesday, June 1, 2011
So here are the things that I believe need to change for us to stay successful and relevant.
54. what has to change:
mindset
audience community
messages experiences
target engage
media plan interest plan
penetrate collaborate
Wednesday, June 1, 2011
So here are the things that I believe need to change for us to stay successful and relevant.
56. what has to change:
definition of creative
user experience and
engagement are the
new art and copy
Wednesday, June 1, 2011
57. Wednesday, June 1, 2011
It might lead to this: Skype Teacher’s Directory
58. from:
what has to change:
the brief
who is our target?
what is our insight?
what is our message?
where do we reach them?
how do we measure success?
Wednesday, June 1, 2011
59. to:
what has to change:
the brief 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?
Wednesday, June 1, 2011
61. what has to change:
the team
CW CW CW Design
AD Design AD UX
UX Social Tech
Social Mobile Mobile
Wednesday, June 1, 2011
62. Wednesday, June 1, 2011
Non-traditional teams invent experiences, not simply messages. Put another way, it takes UX,
dev, and digital design ( as well as CW/AD ) to create “ideas worth advertising,” rather than
advertising ideas, as Gareth Kay likes to say.
63. what has to change:
the process
Wednesday, June 1, 2011
64. what has to change:
the process
Wednesday, June 1, 2011
65. Wednesday, June 1, 2011
Check this out: http://edwardboches.com/inventin-rudeless-the-anti-iphone-app
66. Wednesday, June 1, 2011
Or hear the story behind Crowdtap: http://edwardboches.com/an-ad-agency-gets-into-the-
software-business
72. what has to change:
our pace of change
kudos
Wednesday, June 1, 2011
73. what has to change:
our pace of change
kudos
Wednesday, June 1, 2011
Spend time on college campus and not only do you see the future when it comes to social
use, mobile dependence, etc. You get a sense that these kids think differently. They invent in
new ways that seamlessly connect utility, users, digital platforms, community, etc. They
don’t make ads, they make big ideas, like this digital currency that rewards support of
74. Wednesday, June 1, 2011
Someone will emerge as the new forward thinking agency, brand, individual. Why not you?