welcome to making digital work, boulder
DESCRIPTION
Opening comments to Making Digital Work, April 28 and 29 in Boulder, Co.TRANSCRIPT
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WELCOME TO MAKING DIGITAL WORK
Thursday, April 28, 2011
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Gareth KayDirector. Brand StrategyGoodby, Silverstein and Partners@garethk
Matt HowellGlobal Chief Digital OfficerArnold Worldwide@mrhowell
Edward BochesChief Innovation OfficerMullen@edwardboches
Alessandra LariuSVP, Digital Group Creative Director McCann Erickson@alelariu
Tim MalbonFounding PartnerMade By Many @malbonster
Matt Britton CEOMr. Youth@mattyb123
Scott PrindleVP/Executive Creative Technology DirectorCP+B @prindlescott
Kim LaamaCreative Director AKQA@kimlaama
Daniel SteinCEOEVB@danielstein
Thursday, April 28, 2011
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I don’t have to learn any digital technology because I know that no matter what I think up someone can build it.
advertising creative director
Thursday, April 28, 2011
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oh yeah?
could you think this up?
Thursday, April 28, 2011
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not without knowing something about html5, google’s APIs and what you could do with them.
Thursday, April 28, 2011
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could you think this up?
Thursday, April 28, 2011
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not without knowing exactly how Twitter works, how to leverage influencers and how to stimulate conversation
Thursday, April 28, 2011
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could you think this up?
Thursday, April 28, 2011
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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
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could you think this up?
Thursday, April 28, 2011
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not without knowing and understanding what you can do with customer data
Thursday, April 28, 2011
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could you think this up?
Thursday, April 28, 2011
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not without thinking like a software company and knowing how to leverage the network effect
Thursday, April 28, 2011
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the work
ad
v
Thursday, April 28, 2011
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the making
v
Thursday, April 28, 2011
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briefsprocessesteamst-shaped peoplenew definition of creativerole of technologyexamplestrends
what will we cover?
Thursday, April 28, 2011
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ideasvalidationammunitionconfidencecourage
what will you get out of it?
Thursday, April 28, 2011
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Thursday, April 28, 2011
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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
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eight trends
Thursday, April 28, 2011
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eight trends
consumers want to participate
Thursday, April 28, 2011
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eight trends
consumers want to participate
we have complex relationships with media
Thursday, April 28, 2011
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eight trends
consumers want to participate
we have complex relationships with media
community is our new source of content
Thursday, April 28, 2011
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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
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eight trends
consumers want to participate
we have complex relationships with media
community is our new source of content
we join forces to exert influence
we want to do business with human brands
Thursday, April 28, 2011
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eight trends
consumers want to participate
we have complex relationships with media
community is our new source of content
we join forces to exert influence
we want to do business with human brands
there is no such thing as perfect
Thursday, April 28, 2011
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eight trends
consumers want to participate
we have a new definition of quality
we have complex relationships with media
community is our new source of content
we join forces to exert influence
we want to do business with human brands
there is no such thing as perfect
Thursday, April 28, 2011
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eight trends
consumers want to participate
we have a new definition of quality
attention is the new scarcity
we have complex relationships with media
community is our new source of content
we join forces to exert influence
we want to do business with human brands
there is no such thing as perfect
Thursday, April 28, 2011
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Thursday, April 28, 2011
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SEARCH
LEARN
PLA
Y
TRAN
SAC
TENTE
RTA
IN
CONNECT
Earn TrueBlue points every 2me you check in at
JetBlue
Thursday, April 28, 2011
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entertainment
awarenessbuzzattentioncultural impactscale
websitespresence engineeringsocialmobileaccessibleowned content
loyaltybarriers to exitadded valuecompetitive advantagecommunity
information utility
Thursday, April 28, 2011
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useful
shortterm
longterm
entertainingThursday, April 28, 2011
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apps
Thursday, April 28, 2011
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iAds
Thursday, April 28, 2011
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social
Thursday, April 28, 2011
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microsites
Thursday, April 28, 2011
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Thursday, April 28, 2011
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live events
Thursday, April 28, 2011
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gaming dynamics
gaming dynamics
Thursday, April 28, 2011
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video
Thursday, April 28, 2011
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experiences invite participationdefined by usersharing is essentialleverage communitycontent/utility is product
what they all have in common
Thursday, April 28, 2011
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audience
messages
target
media plan
penetrate
what has to change: mindset
Thursday, April 28, 2011
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audience
messages
target
media plan
penetrate
community
experiences
invite
interest plan
collaborate
what has to change: mindset
Thursday, April 28, 2011
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user experience and engagement are the new art and copy
what has to change:definition of creative
Thursday, April 28, 2011
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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
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from:
who is our target?
what is our insight?
what is our message?
where do we reach them?
how do we measure success?
what has to change:the brief
Thursday, April 28, 2011
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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?
what has to change:the brief
Thursday, April 28, 2011
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interactive/useful
shareable
participatory
ongoing
what has to change:the brief
Thursday, April 28, 2011
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CWAD
CWADSocialMobile
DesignUXTechMobile
CWDesignUXSocial
what has to change:the team
Thursday, April 28, 2011
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content strategist
copywriter
art director
web designer
IA/UX
programmer
video producer
connection planner
PR/social media
media
analytics
what has to change:skillsets
Thursday, April 28, 2011
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content strategist
copywriter
art director
web designer
IA/UX
programmer
video producer
connection planner
PR/social media
media
analytics
what has to change:skillsets
Thursday, April 28, 2011
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what has to change:the process
Thursday, April 28, 2011
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what has to change:the process
Thursday, April 28, 2011
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pressure from the top buy-in from everyonecommitment of resources actionable stepsmeasurement
where do you start:organization
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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)
where do you start:as an individual
Thursday, April 28, 2011
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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
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iterate
Thursday, April 28, 2011
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#bdwboulder
Thursday, April 28, 2011
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thank you
Thursday, April 28, 2011