WELCOME TO MAKING DIGITAL WORK

Thursday, April 28, 2011

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

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

oh yeah?

could you think this up?

Thursday, April 28, 2011

not without knowing something about html5, google’s APIs and what you could do with them.

Thursday, April 28, 2011

could you think this up?

Thursday, April 28, 2011

not without knowing exactly how Twitter works, how to leverage influencers and how to stimulate conversation

Thursday, April 28, 2011

could you think this up?

Thursday, April 28, 2011

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

could you think this up?

Thursday, April 28, 2011

not without knowing and understanding what you can do with customer data

Thursday, April 28, 2011

could you think this up?

Thursday, April 28, 2011

not without thinking like a software company and knowing how to leverage the network effect

Thursday, April 28, 2011

the work

ad

v

Thursday, April 28, 2011

the making

v

Thursday, April 28, 2011

briefsprocessesteamst-shaped peoplenew definition of creativerole of technologyexamplestrends

what will we cover?

Thursday, April 28, 2011

ideasvalidationammunitionconfidencecourage

what will you get out of it?

Thursday, April 28, 2011

Thursday, April 28, 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 individuals

Thursday, April 28, 2011

eight trends

Thursday, April 28, 2011

eight trends

consumers want to participate

Thursday, April 28, 2011

eight trends

consumers want to participate

we have complex relationships with media

Thursday, April 28, 2011

eight trends

consumers want to participate

we have complex relationships with media

community is our new source of content

Thursday, April 28, 2011

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

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

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

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

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

Thursday, April 28, 2011

SEARCH

LEARN

PLA

Y

TRAN

SAC

TENTE

RTA

IN

CONNECT

Earn  TrueBlue  points  every  2me  you  check  in  at  

JetBlue  

Thursday, April 28, 2011

entertainment

awarenessbuzzattentioncultural impactscale

websitespresence engineeringsocialmobileaccessibleowned content

loyaltybarriers to exitadded valuecompetitive advantagecommunity

information utility

Thursday, April 28, 2011

useful

shortterm

longterm

entertainingThursday, April 28, 2011

apps

Thursday, April 28, 2011

iAds

Thursday, April 28, 2011

social

Thursday, April 28, 2011

microsites

Thursday, April 28, 2011

Thursday, April 28, 2011

live events

Thursday, April 28, 2011

gaming dynamics

gaming dynamics

Thursday, April 28, 2011

video

Thursday, April 28, 2011

experiences invite participationdefined by usersharing is essentialleverage communitycontent/utility is product

what they all have in common

Thursday, April 28, 2011

audience

messages

target

media plan

penetrate

what has to change: mindset

Thursday, April 28, 2011

audience

messages

target

media plan

penetrate

community

experiences

invite

interest plan

collaborate

what has to change: mindset

Thursday, April 28, 2011

user experience and engagement are the new art and copy

what has to change:definition of creative

Thursday, April 28, 2011

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

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

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

interactive/useful

shareable

participatory

ongoing

what has to change:the brief

Thursday, April 28, 2011

CWAD

CWADSocialMobile

DesignUXTechMobile

CWDesignUXSocial

what has to change:the team

Thursday, April 28, 2011

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

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

what has to change:the process

Thursday, April 28, 2011

what has to change:the process

Thursday, April 28, 2011

pressure from the top buy-in from everyonecommitment of resources actionable stepsmeasurement

where do you start:organization

Thursday, April 28, 2011

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

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

iterate

Thursday, April 28, 2011

#bdwboulder

post@makingdigitalwork.posterous.com

Thursday, April 28, 2011

thank you

Thursday, April 28, 2011