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Social-ized Creativity

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My presentation from the 2009 Boards Conference about brand/advertising creativity in the world of social media.

Published in: Technology, Business

Social-ized Creativity

  1. Hello. I'm Jordan. creative director client entrepreneur @jkretch on twitter
  2. I have no idea what I’m talking about.
  3. The Social-ized creative process
  4. The creative’s dilemma
  5. The creative’s dilemma Takes the art out of advertising
  6. The creative’s dilemma Takes the art out of advertising Where’s the flawless art direction?
  7. The creative’s dilemma Takes the art out of advertising Where’s the flawless art direction? Where’s the cleverly crafted headline?
  8. The creative’s dilemma Takes the art out of advertising Where’s the flawless art direction? Where’s the cleverly crafted headline? Portfolio?
  9. The creative’s dilemma Takes the art out of advertising Where’s the flawless art direction? Where’s the cleverly crafted headline? Portfolio? Craft services?
  10. The creative’s dilemma Takes the art out of advertising Where’s the flawless art direction? Where’s the cleverly crafted headline? Portfolio? Craft services? You mean I have to talk to people?
  11. The creative’s dilemma Takes the art out of advertising Where’s the flawless art direction? Where’s the cleverly crafted headline? Portfolio? Craft services? You mean I have to talk to people? Famous director?
  12. The creative’s dilemma Takes the art out of advertising Where’s the flawless art direction? Where’s the cleverly crafted headline? Portfolio? Craft services? You mean I have to talk to people? Famous director? Awards?
  13. So, what’s the point?
  14. So, what’s the point? Fundamentally change your client’s business
  15. So, what’s the point? Fundamentally change your client’s business Boundless platform for storytelling
  16. So, what’s the point? Fundamentally change your client’s business Boundless platform for storytelling
  17. So, what’s the point? Fundamentally change your client’s business Boundless platform for storytelling
  18. So, what’s the point? Fundamentally change your client’s business Boundless platform for storytelling
  19. So, what’s the point? Fundamentally change your client’s business Boundless platform for storytelling Create something useful
  20. So, what’s the point? Fundamentally change your client’s business Boundless platform for storytelling Create something useful Be innovative
  21. So, what’s the point? Fundamentally change your client’s business Boundless platform for storytelling Create something useful Be innovative Keep your job “It was inevitable, sooner or later my skills as I knew them would be irrelevant.” - Evan Fry, former VP/CD @ CP+B
  22. Social
  23. Social Media
  24. If you talked to people the way most advertising talks to people, you wouldn’t have any friends.
  25. Hey, I’m
  26. Hey, I’m Sup, I’m Wendy
  27. Hey, I’m Sup, I’m Wendy I noticed you have a stain on your dress, a perfect job for the new tough-stain-release Clorox pen. The Clorox tough-stain-release pen. Your stain, our gain.
  28. Hey, I’m what’s your name?
  29. Hey, I’m what’s your name? Sup, I’m Wendy
  30. Hey, I’m what’s your name? Sup, I’m Wendy I really dig ur dress Wendy, that color looks great on you!
  31. Hey, I’m what’s your name? Sup, I’m Wendy I really dig ur dress Wendy, that color looks great on you! Thx! But I just spilled my white russian all over it :-/
  32. Hey, I’m what’s your name? Sup, I’m Wendy I really dig ur dress Wendy, that color looks great on you! Thx! But I just spilled my white russian all over it :-/ Yeah, I noticed, haha :) Hey, you ever used a Clorox stain pen?
  33. The media Facebook Twitter Blogs Tumblr 12 Seconds Posterous Ning Justin.tv UStream Daily Booth MySpace Imeem Yelp Current Yammer
  34. Twitter
  35. Twitter Broadcasting platform
  36. Twitter Broadcasting platform Democratizes content distribution
  37. Twitter Broadcasting platform Democratizes content distribution Open friending system = VIRALNESS
  38. Twitter Broadcasting platform Democratizes content distribution Open friending system = VIRALNESS
  39. Twitter Broadcasting platform Democratizes content distribution Open friending system = VIRALNESS
  40. Twitter Broadcasting platform Democratizes content distribution Open friending system = VIRALNESS 4.2 L V8 on stilts
  41. Twitter Broadcasting platform Democratizes content distribution Open friending system = VIRALNESS 4.2 L V8 on stilts friends strangers content ham sandwich
  42. Facebook: Circle of trust
  43. Facebook: Circle of trust Closed circle sharing
  44. Facebook: Circle of trust Closed circle sharing High quality connections - fewer of them
  45. Facebook: Circle of trust Closed circle sharing High quality connections - fewer of them High conversion rates - less total conversions
  46. Facebook: Circle of trust Closed circle sharing High quality connections - fewer of them High conversion rates - less total conversions Rich experiences
  47. Facebook: Circle of trust Closed circle sharing High quality connections - fewer of them High conversion rates - less total conversions Rich experiences friends strangers content ham sandwich
  48. Blogs: Social Central
  49. Blogs: Social Central Base-station of social efforts
  50. Blogs: Social Central Base-station of social efforts Community conversation/participation
  51. Blogs: Social Central Base-station of social efforts Community conversation/participation Company-wide participation
  52. Blogs: Social Central Base-station of social efforts Community conversation/participation Company-wide participation Transparency
  53. Blogs: Social Central Base-station of social efforts Community conversation/participation Company-wide participation Transparency Personality and point of view
  54. “Your culture is your brand.” - Tony Hsieh, Zappos founder and CEO
  55. What’s your goal?
  56. What’s your goal? Reach
  57. What’s your goal? Reach Customer acquisition
  58. What’s your goal? Reach Customer acquisition Solve a business problem
  59. What’s your goal? Reach Customer acquisition Solve a business problem
  60. What’s your goal? Reach Customer acquisition Solve a business problem
  61. What’s your goal? Reach Customer acquisition Solve a business problem
  62. What’s your goal? Reach Customer acquisition Solve a business problem
  63. What’s your goal? Reach Customer acquisition Solve a business problem
  64. What’s your goal? Reach Customer acquisition Solve a business problem
  65. What’s your goal? Reach Customer acquisition Solve a business problem
  66. What’s your goal? Reach Customer acquisition Solve a business problem Join the existing conversation
  67. What’s your goal? Reach Customer acquisition Solve a business problem Join the existing conversation Change perception
  68. What’s your goal? Reach Customer acquisition Solve a business problem Join the existing conversation Change perception Fill a product gap
  69. The idea
  70. The idea Show the world how smart and innovative our scientists are
  71. The idea Show the world how smart and innovative our scientists are
  72. The idea Show the world how smart and innovative our scientists are
  73. The idea Show the world how smart and innovative our scientists are
  74. The idea Show the world how smart and innovative our scientists are Give everyone unlimited flights to anywhere for a month
  75. The idea Show the world how smart and innovative our scientists are Give everyone unlimited flights to anywhere for a month Start a real-life worldwide monopoly game
  76. The idea Show the world how smart and innovative our scientists are Give everyone unlimited flights to anywhere for a month Start a real-life worldwide monopoly game Shake up the agency RFP process
  77. The idea Show the world how smart and innovative our scientists are Give everyone unlimited flights to anywhere for a month Start a real-life worldwide monopoly game Shake up the agency RFP process Roll a giant LEGO ball down a hill
  78. Find the opportunity
  79. Opportunity
  80. Awesome results
  81. Awesome results John Berniere (head of social) says “Grand Slam Success”
  82. Awesome results John Berniere (head of social) says “Grand Slam Success” Over 12,000 questions answered since launch
  83. Awesome results John Berniere (head of social) says “Grand Slam Success” Over 12,000 questions answered since launch Brand surveys show more “human” brand
  84. Awesome results John Berniere (head of social) says “Grand Slam Success” Over 12,000 questions answered since launch Brand surveys show more “human” brand 2100 employees signed up for TwelpForce
  85. Awesome results John Berniere (head of social) says “Grand Slam Success” Over 12,000 questions answered since launch Brand surveys show more “human” brand 2100 employees signed up for TwelpForce 200 are very active participators
  86. Awesome results John Berniere (head of social) says “Grand Slam Success” Over 12,000 questions answered since launch Brand surveys show more “human” brand 2100 employees signed up for TwelpForce 200 are very active participators Tracked thousands of $ of sales to TwelpForce
  87. Opportunity Opportunity OpportunityOpportunity Opportunity Opportunity
  88. The new creative team + + Writer Art director This guy??
  89. The new creative team Writer + Art director  + This guy??
  90. “The new creativity isn’t the stories we tell, it’s the stories we get others to tell for us” - Edward Boches CCO, Mullen
  91. Thanks! jordan@livefyre.com twitter.com/jkretch facebook.com/jkretchmer livefyre.com

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