talk for creatives 2011

72
“The Internet is a miracle. You push a button and you publish to the world.”

Upload: tim-sparke

Post on 05-Dec-2014

1.224 views

Category:

Documents


1 download

DESCRIPTION

Talk for creatives March 2011

TRANSCRIPT

Page 1: Talk for Creatives 2011

“The Internet is a miracle. You push a button and you publish to the world.”

Page 2: Talk for Creatives 2011

Tim Sparke@sparkey

Page 3: Talk for Creatives 2011
Page 4: Talk for Creatives 2011

I work with people to help them navigate the digital marketing landscape.Education plays a critical role in helping facilitate change.There are 2 main audiencesInternal & external.

Page 5: Talk for Creatives 2011
Page 6: Talk for Creatives 2011
Page 7: Talk for Creatives 2011

“Tools don't get socially interesting until they get technologically boring. It isn't when the shiny new tools show up that they are used to start permeating society, it's when everyone is able to take them for granted...”

Clay Shirky

Page 8: Talk for Creatives 2011

“the most profound technologies are those that disappear…they weave themselves into the fabric of everyday life until they are indistinguishable from it”.

Mark Weiser

Page 9: Talk for Creatives 2011

tweets

photos

videos on YouTube

Lady Gaga

members Facebook

hours of video to YouTube

25,000,000,000 sent in 2010

36,000,000,000 on Facebook

2,000,000,000 watched every day

7,900,000 followers on Twitter

600,000,000 of

35 uploaded every minute

Page 10: Talk for Creatives 2011

How many texts does the average teen send every month?

3280

Page 11: Talk for Creatives 2011

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 professionals.

Page 12: Talk for Creatives 2011

The next great jump in communications won’t come from just TV. It’ll be a mix of online, mobile, TV, real...

who knows?

BROADCAST NETWORK

Page 13: Talk for Creatives 2011

If you work in advertising, you have

to get digital

- this is more true everyday

Page 14: Talk for Creatives 2011

This could be the most exciting time to be a creative and to be in this industry.

Let’s seize it.

Page 15: Talk for Creatives 2011

“The Internet is a miracle. You push a button and you publish to the world.”

(geography is no longer the boss)

Page 16: Talk for Creatives 2011

If you have an idea. Make it.

Page 17: Talk for Creatives 2011
Page 18: Talk for Creatives 2011

Leroy  S(ck,  pretending  to  be  BP's  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

Page 19: Talk for Creatives 2011

'I started @BPGlobalPR, because the oil spill had been going on for almost a month and all BP had to offer were bullshit PR statements. No solutions, no urgency, no sincerity, no nothing. '

‘Treat communication seriously. Treat engagement seriously.

Treat your consumer seriously.’

Ruby Psuedo

Page 20: Talk for Creatives 2011
Page 21: Talk for Creatives 2011
Page 22: Talk for Creatives 2011
Page 23: Talk for Creatives 2011
Page 24: Talk for Creatives 2011
Page 25: Talk for Creatives 2011

If you have an idea. Make it.

Page 26: Talk for Creatives 2011
Page 27: Talk for Creatives 2011

Helping people look for and see colour

Page 28: Talk for Creatives 2011

To create something lasting....more than digital noise

Page 29: Talk for Creatives 2011

It’s not about social media.

It’s about social ideas and unsocial

ideas.

Page 30: Talk for Creatives 2011
Page 31: Talk for Creatives 2011
Page 32: Talk for Creatives 2011
Page 33: Talk for Creatives 2011

Nike didn’t just say that football connected people and brought the world together, they actually did something to make it do so.

Page 35: Talk for Creatives 2011

Connecting the real and the virtual

Page 38: Talk for Creatives 2011
Page 39: Talk for Creatives 2011
Page 40: Talk for Creatives 2011
Page 41: Talk for Creatives 2011
Page 42: Talk for Creatives 2011
Page 43: Talk for Creatives 2011
Page 44: Talk for Creatives 2011
Page 45: Talk for Creatives 2011
Page 46: Talk for Creatives 2011

in 3 months

visitors countries

av. time on site press coverage/reach

paid media budget increase in trenchcoat sales

333,000191 5.5 mins £6.8m £085%

Page 48: Talk for Creatives 2011

People would ignore the instructions to aim the Tweenbot in the “right” direction, if it meant sending the robot into a perilous situation. One man turned the robot back in the direction from which it had just come, saying out loud to the Tweenbot, "You can’t go that way, it’s toward the road.”

Page 49: Talk for Creatives 2011

1.  It’s easier to accomplish big things if we break them 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.

On motivation, community & social media

Page 50: Talk for Creatives 2011

Rushkoff’s 10 (well 4) commandments for the digital age

1.  Time: don't be always on.  We have lost the benefit of thinking that comes from the original nature of the web.

2.  Distance: don't do from "afar" (email, texting, 2nd life) what can 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 and apps, stop thinking "what can they do for us," and start thinking "what can we make it do."  We don't even teach kids in school programming languages anymore.  We teach them Microsoft office. 

Page 51: Talk for Creatives 2011

In an industrial economy we focus on physical things. In an information economy relationships are built on knowledge & services. Positive interactions with brands allow people to make up their mind based on experiences, not messages.

Page 52: Talk for Creatives 2011

audiencemessages

targetmedia plan

penetrate

communityexperiencesinviteconversation plancollaborate

Page 53: Talk for Creatives 2011

500,000,000  (FB)86,000  (YT)10,000,000,000  (Tweets)5,000,000,000  

So, that’s about it..Our industry is moving to a new age.

It requires new thinking and processes.

Most importantly, digital is no longer someone else’s job.

It’s yours.

Page 54: Talk for Creatives 2011

We all need to work smarter.

Page 55: Talk for Creatives 2011

strategysuit pr/smedia media analyticsgeek

CR

EAT

IVE

Page 56: Talk for Creatives 2011

It’s not about technologyIt’s about what we’re doing with it

Page 57: Talk for Creatives 2011

Play like a child. Pull stuff apart. Break things.Be curious. Be interested.

Page 58: Talk for Creatives 2011
Page 59: Talk for Creatives 2011
Page 60: Talk for Creatives 2011

500,000,000  (FB)86,000  (YT)10,000,000,000  (Tweets)5,000,000,000  

I’m excited.

You should be.

Page 61: Talk for Creatives 2011

500,000,000  (FB)86,000  (YT)10,000,000,000  (Tweets)5,000,000,000  

Make a Kickstarter project

Download the Nike Training Club Use Twitter

@brainpicker@edwardboches

@sparkeyDownload

‘Oh My God What Happened...’

Page 62: Talk for Creatives 2011

It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to....

Charles Darwin

“ . ”

Page 63: Talk for Creatives 2011

Location. Social. Data.

Page 64: Talk for Creatives 2011

‘What used to take up a building now fits in my pocket, and what now fits in my pocket will fit inside a blood cell in 25 years’

Ray Kurzweil

Page 65: Talk for Creatives 2011

“Like  air  &  drinking  water,  being  

digital  will  be  no(ced  by  its  absence,  not  it’s  presence”  

                                                                           Nicholas  Negroponte,  1998

Page 66: Talk for Creatives 2011

Sometimes it’s little things

Page 67: Talk for Creatives 2011

Brands I’m watching

Page 68: Talk for Creatives 2011

THANKS @sparkey

www.sparkelife.com

Page 69: Talk for Creatives 2011

Go make some great

stuff

Page 70: Talk for Creatives 2011
Page 71: Talk for Creatives 2011

"Optimism. If we took the loopiest, most moonbeam-addled

Californian utopian internet bullshit, and held it up against the most cynical, realpolitik-inflected

scepticism, the Californian bullshit would still be a better predictor of the future. Which is to say that,

if in 1994 you'd wanted to understand what our lives would be like right now, you'd still be better

off reading a single copy of Wired magazine published in that year than all of the sceptical

literature published ever since."

Page 72: Talk for Creatives 2011

72