Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Where do good ideas come from (extended Social Media Week version)


Published on

An extended version of Where do Good Ideas Come from presented at Social Media Week Glasgow, September 2011

Published in: Business, Technology
  • Be the first to comment

Where do good ideas come from (extended Social Media Week version)

  1. 1. Where do good ideas come from?Kate Bordwell@kbordwell @equatoragency #smwgla #smwgoodideas We know what makes your customers click.
  2. 2. So where do good ideascome from?
  3. 3. 01A scientific perspective
  4. 4. 02A creative strategist’sperspective
  5. 5. 03The creative strategy process
  6. 6. 04Facts, information,knowledge, wisdomand insight
  7. 7. You have to know the difference between ‘a finding ofinterest and one of value’ Leithal Thinking
  8. 8. The capacity to gain anaccurate and a deep intuitiveunderstanding of a personor a thing
  9. 9. Characterised by ordisplaying insight:perceptive
  10. 10. Characterised by ordisplaying insight:perceptivei.e. not obvious
  11. 11. To move products,you’ve got to move people Phil Teer
  12. 12. To move people, you’ve got to move people Me
  13. 13. A revelation thatproduces great work Simon Law
  14. 14. 058 ways you can generate insights
  15. 15. 06Why using a brand platform isreally really important
  16. 16. Great platforms are…
  17. 17. Is your platform any good?• Has it been done before?• Will ‘real people’ love it/benefit from it (rather than just the client)?• Is it based on a killer insight?• Is it so simple, it’s brilliant?• Can you give it the ‘elevator pitch’?• Is it true to the brand?
  18. 18. Is your platform any good?• Is it so exciting you want to tell everyone about it?• Is it wildly entertaining/awesomely functional/emotionally useful?• Can the platform thought hold many different executional iterations?• Can you imagine how tactics could be built on in the future/re-booted?• Can you build an engagement strategy and ecosystem around it?
  19. 19. From the target audience’s point of view,does it generate: Pure delight Functional Emotional usefulness usefulness
  20. 20. From the target audience’s point of view,does it generate: Pure delight Bingo! Functional Emotional usefulness usefulness
  21. 21. 06Briefing your ‘hero executions’
  22. 22. 10 things creatives complain about:• Why are we doing this?• What does the client expect?• What does the user get from this?• You gave me too much/not enough/irrelevant information• I’ve been given too many directions• This isn’t the right briefing team• Are these the right details?• What requirements will restrict me?• Where’s my creative freedom?
  23. 23. What?Why?Who?How?When?
  24. 24. Some tips for briefs and briefings:• It’s for creatives, not the client• One size does not fit all• Take your time• Get away from your desk• Collaborate on it, talk about it• Don’t use anything from any client document whatsoever• Make it original, surprising, evocative• Be consistent, tell a story – don’t give the ending away• Don’t mess with the template – it’s small for a reason
  25. 25. 07There’s no point in any of thatunless your ecosystem is healthy
  26. 26. Sponsorship strategy Online brand Improve Vision d social platform workshop media Engagement strategy Brand Online Collaboration magazinresearch with relevant e agencies Content creation guidelines User focusAudience groups andresearch Forums interviewsProcess/ Call monitoring product Personas Fact-research sheets Process and product workshop User journeys Existing website Site architecture Website Usability New prototype testing website
  27. 27. 08Engagement strategies
  28. 28. Achieve ongoing engagement!