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

1. Hello. I'm Jordan.
creative director
client
entrepreneur
@jkretch on twitter

3. I have
no idea
what I’m
talking
about.

4. The Social-ized
creative process

5. The creative’s dilemma

6. The creative’s dilemma
Takes the art out of advertising

7. The creative’s dilemma
Takes the art out of advertising
Where’s the flawless art direction?

8. The creative’s dilemma
Takes the art out of advertising
Where’s the flawless art direction?
Where’s the cleverly crafted headline?

9. The creative’s dilemma
Takes the art out of advertising
Where’s the flawless art direction?
Where’s the cleverly crafted headline?
Portfolio?

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?

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?

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?

13. 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?

14. So, what’s the point?

15. So, what’s the point?
Fundamentally change your client’s business

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

20. So, what’s the point?
Fundamentally change your client’s business
Boundless platform for storytelling
Create something useful

21. So, what’s the point?
Fundamentally change your client’s business
Boundless platform for storytelling
Create something useful
Be innovative

22. 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

24. Social

25. Social
Media

27. If you talked to
people the way most
advertising talks to
people, you wouldn’t
have any friends.

29. Hey, I’m

30. Hey, I’m
Sup, I’m Wendy

31. 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.

33. Hey, I’m
what’s your name?

34. Hey, I’m
what’s your name?
Sup, I’m Wendy

35. Hey, I’m
what’s your name?
Sup, I’m Wendy
I really dig ur dress Wendy,
that color looks great on you!

36. 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 :-/

37. 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?

38. The media
Facebook
Twitter
Blogs
Tumblr
12 Seconds
Posterous
Ning
Justin.tv
UStream
Daily Booth
MySpace
Imeem
Yelp
Current
Yammer

39. Twitter

40. Twitter
Broadcasting platform

41. Twitter
Broadcasting platform
Democratizes content distribution

42. Twitter
Broadcasting platform
Democratizes content distribution
Open friending system = VIRALNESS

43. Twitter
Broadcasting platform
Democratizes content distribution
Open friending system = VIRALNESS

44. Twitter
Broadcasting platform
Democratizes content distribution
Open friending system = VIRALNESS

45. Twitter
Broadcasting platform
Democratizes content distribution
Open friending system = VIRALNESS
4.2 L V8 on stilts

46. Twitter
Broadcasting platform
Democratizes content distribution
Open friending system = VIRALNESS
4.2 L V8 on stilts
friends strangers
content ham sandwich

47. Facebook: Circle of trust

48. Facebook: Circle of trust
Closed circle sharing

49. Facebook: Circle of trust
Closed circle sharing
High quality connections - fewer of them

50. Facebook: Circle of trust
Closed circle sharing
High quality connections - fewer of them
High conversion rates - less total conversions

51. Facebook: Circle of trust
Closed circle sharing
High quality connections - fewer of them
High conversion rates - less total conversions
Rich experiences

52. 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

62. Blogs: Social Central

63. Blogs: Social Central
Base-station of social efforts

64. Blogs: Social Central
Base-station of social efforts
Community conversation/participation

65. Blogs: Social Central
Base-station of social efforts
Community conversation/participation
Company-wide participation

66. Blogs: Social Central
Base-station of social efforts
Community conversation/participation
Company-wide participation
Transparency

67. Blogs: Social Central
Base-station of social efforts
Community conversation/participation
Company-wide participation
Transparency
Personality and point of view

68. “Your culture is your brand.”
- Tony Hsieh, Zappos founder and CEO

72. What’s your goal?

73. What’s your goal?
Reach

74. What’s your goal?
Reach
Customer acquisition

75. What’s your goal?
Reach
Customer acquisition
Solve a business problem

76. What’s your goal?
Reach
Customer acquisition
Solve a business problem

77. What’s your goal?
Reach
Customer acquisition
Solve a business problem

78. What’s your goal?
Reach
Customer acquisition
Solve a business problem

79. What’s your goal?
Reach
Customer acquisition
Solve a business problem

80. What’s your goal?
Reach
Customer acquisition
Solve a business problem

81. What’s your goal?
Reach
Customer acquisition
Solve a business problem

82. What’s your goal?
Reach
Customer acquisition
Solve a business problem

83. What’s your goal?
Reach
Customer acquisition
Solve a business problem
Join the existing conversation

84. What’s your goal?
Reach
Customer acquisition
Solve a business problem
Join the existing conversation
Change perception

85. What’s your goal?
Reach
Customer acquisition
Solve a business problem
Join the existing conversation
Change perception
Fill a product gap

86. The idea

87. The idea
Show the world how smart and innovative our scientists are

88. The idea
Show the world how smart and innovative our scientists are

89. The idea
Show the world how smart and innovative our scientists are

90. The idea
Show the world how smart and innovative our scientists are

91. The idea
Show the world how smart and innovative our scientists are
Give everyone unlimited flights to anywhere for a month

92. 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

93. 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

94. 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

95. Find the opportunity

97. Opportunity

101. Awesome results

102. Awesome results
John Berniere (head of social) says “Grand Slam Success”

103. Awesome results
John Berniere (head of social) says “Grand Slam Success”
Over 12,000 questions answered since launch

104. Awesome results
John Berniere (head of social) says “Grand Slam Success”
Over 12,000 questions answered since launch
Brand surveys show more “human” brand

105. 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

106. 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

107. 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

110. Opportunity
Opportunity
OpportunityOpportunity Opportunity
Opportunity

120. The new creative team
+ +
Writer Art director This guy??

121. The new creative team
Writer
+
Art director

+
This guy??

124. 

126. “The new creativity isn’t the stories we tell,
it’s the stories we get others to tell for us”
- Edward Boches CCO, Mullen

128. Thanks!
jordan@livefyre.com
twitter.com/jkretch
facebook.com/jkretchmer
livefyre.com