Call 7737669865 Vadodara Call Girls Service at your Door Step Available All Time
Welcome to Making Digital Work, Boulder
1. WELCOME TO
MAKING DIGITAL
WORK
Thursday, April 28, 2011
2. Edward Boches Matt Howell Gareth Kay Matt Britton
Chief Innovation Officer Global Chief Digital Officer Director. Brand Strategy CEO
Mullen Arnold Worldwide Goodby, Silverstein and Partners Mr. Youth
@edwardboches @mrhowell @garethk @mattyb123
Tim Malbon Alessandra Lariu Daniel Stein Kim Laama Scott Prindle
Founding Partner SVP, Digital Group Creative Director CEO Creative Director VP/Executive Creative Technology Director
Made By Many McCann Erickson EVB AKQA CP+B
@malbonster @alelariu @danielstein @kimlaama @prindlescott
Thursday, April 28, 2011
3. I don’t have to
advertising
creative director
learn any digital
technology
because I know
that no matter
what I think up
someone can
build it.
Thursday, April 28, 2011
4. oh yeah?
could you think this up?
Thursday, April 28, 2011
5. not without knowing
something about
html5, google’s
APIs and what you
could do with them.
Thursday, April 28, 2011
9. not without being
among the first
people to use and
embrace new
technologies and
think about building
things rather than
saying things.
Thursday, April 28, 2011
19. We are living
through the
disorientation that
comes from
including 2 billion
new participants in
a media landscape
previously operated
by a small group of
individuals
Thursday, April 28, 2011
21. eight trends
consumers want to participate
Thursday, April 28, 2011
22. eight trends
consumers want to participate
we have complex relationships with media
Thursday, April 28, 2011
23. eight trends
consumers want to participate
we have complex relationships with media
community is our new source of content
Thursday, April 28, 2011
24. eight trends
consumers want to participate
we have complex relationships with media
community is our new source of content
we want to do business with human brands
Thursday, April 28, 2011
25. eight trends
consumers want to participate
we have complex relationships with media
community is our new source of content
we want to do business with human brands
we join forces to exert influence
Thursday, April 28, 2011
26. eight trends
consumers want to participate
we have complex relationships with media
community is our new source of content
we want to do business with human brands
we join forces to exert influence
there is no such thing as perfect
Thursday, April 28, 2011
27. eight trends
consumers want to participate
we have complex relationships with media
community is our new source of content
we want to do business with human brands
we join forces to exert influence
there is no such thing as perfect
we have a new definition of quality
Thursday, April 28, 2011
28. eight trends
consumers want to participate
we have complex relationships with media
community is our new source of content
we want to do business with human brands
we join forces to exert influence
there is no such thing as perfect
we have a new definition of quality
attention is the new scarcity
Thursday, April 28, 2011
30. SEARCH
LE
AR
AY
N
PL
Earn
TrueBlue
points
every
2me
you
check
in
at
JetBlue
CT
EN
SA
TE
AN
RT
TR
AIN
CONNECT
Thursday, April 28, 2011
31. entertainment information utility
awareness websites loyalty
buzz presence engineering barriers to exit
attention social added value
cultural impact mobile competitive advantage
scale accessible community
owned content
Thursday, April 28, 2011
32. useful
short long
term term
entertaining
Thursday, April 28, 2011
41. what they all have
in common experiences
invite participation
defined by user
sharing is essential
leverage community
content/utility is product
Thursday, April 28, 2011
42. what has to change:
mindset audience
messages
target
media plan
penetrate
Thursday, April 28, 2011
43. what has to change:
mindset audience community
messages experiences
target invite
media plan interest plan
penetrate collaborate
Thursday, April 28, 2011
44. what has to change:
definition of creative
user experience
and engagement
are the new art
and copy
Thursday, April 28, 2011
45. “
I've worked for some of the best creative shops in north
america, and the biggest issues regarding digital integration
that I've 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 doesn't 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 those agencies that move the industry forward.
Jordan Julien
Digital & social strategy consultant &
UX Architect for BMW, Coke, Telus, Dove,
Canadian Tire, AT&T, Microsoft, Cineplex,
VISA, Toyota, GE, P&G
Thursday, April 28, 2011
46. what has to change:
the brief from:
who is our target?
what is our insight?
what is our message?
where do we reach them?
how do we measure success?
Thursday, April 28, 2011
47. what has to change:
the brief 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?
Thursday, April 28, 2011
48. what has to change:
the brief
interactive/useful
shareable
participatory
ongoing
Thursday, April 28, 2011
49. what has to change:
the team
CW CW CW Design
AD Design AD UX
UX Social Tech
Social Mobile Mobile
Thursday, April 28, 2011
50. what has to change:
skillsets
copywriter
art director
web designer
IA/UX
programmer
video producer
content strategist
connection planner
PR/social media
media
analytics
Thursday, April 28, 2011
51. what has to change:
skillsets
copywriter
art director
web designer
IA/UX
programmer
video producer
content strategist
connection planner
PR/social media
media
analytics
Thursday, April 28, 2011
52. what has to change:
the process
Thursday, April 28, 2011
53. what has to change:
the process
Thursday, April 28, 2011
54. where do you start:
organization pressure from the top
buy-in from everyone
commitment of resources
actionable steps
measurement
Thursday, April 28, 2011
55. where do you start:
as an individual
new sources of content
actively use social media
learn what you can do with an api
partner with someone different
don’t be afraid of tech (go one step beyond)
Thursday, April 28, 2011
56. 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
Thursday, April 28, 2011