Welcome to Making Digital Work, Boulder
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This document summarizes a presentation on making digital work in advertising. It discusses how creative directors need to learn digital skills to keep up with new technologies. It also outlines eight trends in digital media like consumers wanting to participate and influence each other online. The presentation aims to provide ideas, validation, confidence and ammunition for adapting to changes in digital advertising.
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
- 6. could you think this up? Thursday, April 28, 2011
- 7. not without knowing exactly how Twitter works, how to leverage influencers and how to stimulate conversation Thursday, April 28, 2011
- 8. could you think this up? 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
- 10. could you think this up? Thursday, April 28, 2011
- 11. not without knowing and understanding what you can do with customer data Thursday, April 28, 2011
- 12. could you think this up? Thursday, April 28, 2011
- 13. not without thinking like a software company and knowing how to leverage the network effect Thursday, April 28, 2011
- 14. the work ad v Thursday, April 28, 2011
- 15. the making v Thursday, April 28, 2011
- 16. what will we cover? briefs processes teams t-shaped people new definition of creative role of technology examples trends Thursday, April 28, 2011
- 17. what will you get out of it? ideas validation ammunition confidence courage Thursday, April 28, 2011
- 18. 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
- 20. eight trends 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
- 29. 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
- 33. apps Thursday, April 28, 2011
- 34. iAds Thursday, April 28, 2011
- 35. social Thursday, April 28, 2011
- 36. microsites Thursday, April 28, 2011
- 37. Thursday, April 28, 2011
- 38. live events Thursday, April 28, 2011
- 39. gaming dynamics Thursday, April 28, 2011
- 40. video 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
- 57. iterate Thursday, April 28, 2011
- 58. #bdwboulder post@makingdigitalwork.posterous.com Thursday, April 28, 2011
- 59. thank you Thursday, April 28, 2011