Talk for Creatives 2011


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Talk for creatives March 2011

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Talk for Creatives 2011

  1. 1. “The Internet is a miracle.You push a button and youpublish to the world.”
  2. 2. Tim Sparke@sparkey
  3. 3. I work with people to help themnavigate the digital marketinglandscape.Education plays a critical role inhelping facilitate change.There are 2 main audiencesInternal & external.
  4. 4. “Tools dont get socially interesting untilthey get technologically boring. It isntwhen the shiny new tools show up thatthey are used to start permeating society,its when everyone is able to take themfor granted...” Clay Shirky
  5. 5. “the most profound technologies are thosethat disappear…they weave themselves intothe fabric of everyday life until they areindistinguishable from it”. Mark Weiser
  6. 6. 25,000,000,000 tweets sent in 201036,000,000,000 photos on Facebook2,000,000,000 videos watched on YouTube every day7,900,000 Lady Gaga followers on Twitter600,000,000 members of Facebook35hours of video uploaded to YouTube every minute
  7. 7. How many texts does the averageteen send every month?3280
  8. 8. We are living through the disorientation that comes fromincluding 2 billion new participants in a media landscape previously operated by a small group of professionals.
  9. 9. BROADCAST NETWORKThe next great jump in communicationswon’t come from just TV. It’ll be a mix ofonline, mobile, TV, real... who knows?
  10. 10. If you work inadvertising, you have to get digital- this is more true everyday
  11. 11. This could be themost exciting time tobe a creative and to be in this industry. Let’s seize it.
  12. 12. “The Internet is a miracle.You push a button and youpublish to the world.” (geography is no longer the boss)
  13. 13. If you have an idea.Make it.
  14. 14. Leroy  S(ck,  pretending  to   be  BPs  global  press   office,  mocked  their   handling  of  the  New   Orleans  oil  spill•  Raised  $10,000  for  a  non-­‐profit   conserva(on  group,  Gulf  of  Restora(on   Network•  Started  May  19  within  1  month  has   165k+  followers  and  countless   mainstream  coverage
  15. 15. I started @BPGlobalPR, because the oilspill had been going on for almost amonth and all BP had to offer werebullshit PR statements. No solutions, nourgency, no sincerity, no nothing. ‘Treat communication seriously. Treat engagement seriously. Treat your consumer seriously.’ Ruby Psuedo
  16. 16. If you have an idea.Make it.
  17. 17. Helping people look for and see colour
  18. 18. To create something lasting.... more than digital noise
  19. 19. It’s not about social media. It’s about social ideas and unsocial ideas.
  20. 20. Nike didn’t just say that football connectedpeople and brought the world together, theyactually did something to make it do so.
  21. 21. Connecting the real and the virtual
  22. 22. Diesel Interactive NewRange Launch
  23. 23. in 3 months visitors 333,000 countries 191 av. time on site 5.5 mins press coverage/reach £6.8m paid media budget £0 increase in trenchcoat sales 85%
  24. 24. Even banners can be useful
  25. 25. People would ignore the instructions to aim the Tweenbot in the “right”direction, if it meant sending the robot into a perilous situation. One manturned the robot back in the direction from which it had just come, sayingout loud to the Tweenbot, "You can’t go that way, it’s toward the road.”
  26. 26. On motivation, community & social media1.  It’s easier to accomplish big things if we breakthem into lots of little parts.2.  Psychic rewards are a great motivator.3.  Make it easy and learn to trust the community.4.  Don’t be afraid to ask.5.  Remember that joy and passion are contagious.
  27. 27. Rushkoff’s 10 (well 4) commandments for the digital age1.  Time: dont be always on.  We have lost the benefit of thinkingthat comes from the original nature of the web.2.  Distance: dont do from "afar" (email, texting, 2nd life) whatcan be done in person or close up.7. Contact:  contact, not content, is king.  We are humans.10.  Program or be programmed: When it comes to devices andapps, stop thinking "what can they do for us," and start thinking"what can we make it do."  We dont even teach kids in schoolprogramming languages anymore.  We teach them Microsoftoffice. 
  28. 28. In an industrial economy we focuson physical things. In aninformation economy relationshipsare built on knowledge & services.Positive interactions with brandsallow people to make up theirmind based on experiences, notmessages.
  29. 29. audience communitymessages experiences target invitemedia plan conversation plan penetrate collaborate
  30. 30. So, that’s about it..Our industry is moving to a new age. It requires new thinking and 500,000,000  (FB) processes. 86,000  (YT) 10,000,000,000  (Tweets) 5,000,000,000  Most importantly, digital is no longer someone else’s job. It’s yours.
  31. 31. We all need to work smarter.
  32. 32. suit strategy pr/smedia geek media analytics CREATIVE
  33. 33. It’s not abouttechnologyIt’s about whatwe’re doing with it
  34. 34. Play like a child.Pull stuff apart.Break things.Be curious.Be interested.
  35. 35. I’m excited.500,000,000  (FB)86,000  (YT)10,000,000,000  (Tweets)5,000,000,000   You should be.
  36. 36. Make a Kickstarter projectDownload the Nike Training Club Use Twitter @brainpicker 500,000,000  (FB) 86,000  (YT) 10,000,000,000  (Tweets) 5,000,000,000   @edwardboches @sparkey Download ‘Oh My God What Happened...’
  37. 37. “ It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to.... .” Charles Darwin
  38. 38. Location. Social. Data.
  39. 39. ‘What used to take up a building nowfits in my pocket, and what now fits inmy pocket will fit inside a blood cell in25 years’ Ray Kurzweil
  40. 40. “Like  air  &   drinking  water,  being   digital  will  be  no(ced  by  its   absence,  not  it’s  presence”                                                                              Nicholas  Negroponte,  1998
  41. 41. Sometimes it’s little things
  42. 42. Brands I’m watching
  43. 43. THANKS @sparkey
  44. 44. Go makesome great stuff
  45. 45. "Optimism. If we took the loopiest, most moonbeam-addledCalifornian utopian internet bullshit, and held it up against the most cynical, realpolitik-inflectedscepticism, the Californian bullshit would still be abetter predictor of the future. Which is to say that, if in 1994 youd wanted to understand what our lives would be like right now, youd still be better off reading a single copy of Wired magazine published in that year than all of the sceptical literature published ever since."
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