Digital Media Strategy
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Transcript of Digital Media Strategy
HALF OF THE HUMAN RACE HAS NEVER KNOWN LIFE WITHOUT THE INTERNET
Easy Net Global Services
What impresses me most is the ability to make things...
...More and more these days people are coming into the business able to shoot their own commercials, create websites, program games, take photos, build apps, and generally act as a one person agency...
...If you can make things and make them well, you will never be unemployed.*Valdean Klump: Breaking In
FRESHORIGINALUNEXPECTEDBEAUTIFUL
Edward Boches
SHAREABLEINTERACTIVECONTINUOUSPARTICIPATORY
Edward Boches
DIGITAL MEDIA IS CHANGING EVERYTHING WE DO...
HOW WEWORK
HOW WEPLAY
HOW WELEARN
HOW WESHARE
HOW WEDISCOVER
HOW WECREATE
HOW WECOMPLAIN
HOW WECELEBRATE
HOW WEMOURN
HOW WECOLLABORATE
HOW WEEVALUATE
HOW WEDO EVERYTHING
THIS IS WHERE CLIENTS ARE SPENDING MORE AND MORE...
Luke Sullivan
IT’S THE FIRST PLACE WE LOOK. IT’S THE FIRST PLACE EVERYBODY LOOKS FOR EVERYTHING
Luke Sullivan
Today your audience is simply and relentlessly rejecting media and brand marketers that fail to fit into their increasingly interconnect digital lifestyles.*Rick Mathieson: The On-Demand Brand
CREATE VALUE
EMULATE CHEFS
BECOME A RESOURCE
WE LIVE IN THE INTERSECTION OF CULTURE AND COMMERCE
WE HAVE TO BECOME THE STUFF PEOPLE ARE INTERESTED IN
Luke Sullivan
HOWEVER, WE STILL HAVE TO REPORT TO SOME COMMERCIAL PURPOSE
Luke Sullivan
Ideas are things you tell someone, experiences are something you give them.*Luke Sullivan
IT’S LESS ABOUT ASKING CUSTOMERS TO LISTEN AND MORE ABOUT INVITING THEM TO TALK
Luke Sullivan
RULE #1:LISTEN
RULE #2:ENGAGE
THESE TIMES THEY ARE A CHANGIN’
Bob Dylan
65% of children entering grade school this year will end up working in careers that haven’t even been created yet.*Cathy Davidson
THINK BEYOND TRADITIONAL ART AND COPY
OUR RELATIONSHIPS WITH BRANDS HAS CHANGED
WE WANT TO TRUST OUR BRANDS
Brand actions speak louder than words. Brand experiences speak louder than ads. Walk beats talk.*Luke Sullivan
WE HAVE A COMPLEX RELATIONSHIP WITH MEDIA
Edward Boches
WE JOIN FORCES TO EXERT INFLUENCE
Edward Boches
WE WANT TO DO BUSINESS WITH HUMAN BRANDS
Edward Boches
WE WANT TO PARTICIPATE
Edward Boches
WE ARE AN ENGAGED AUDIENCE
Edward Boches
COMMUNITY HAS BECOME OUR NEW SOURCE FOR CONTENT
Edward Boches
THERE IS NO SUCH THING AS PERFECT
Edward Boches
WE HAVE A NEW DEFINITION OF QUALITY
Edward Boches
Edward Boches
FASTCONVENIENTEASY
ATTENTION HAS BECOME THE NEW SCARCITY
Edward Boches
GIVE PEOPLE SOMETHING THAT IMPROVES THEIR LIVES
Luke Sullivan
INSPIRE
Luke Sullivan
PROVOKE
Luke Sullivan
ENTERTAIN
Luke Sullivan
REWARD
Luke Sullivan
UTILITY
Luke Sullivan
Luke Sullivan
ACCESS
Luke Sullivan
Luke Sullivan
MAP OUT A CONVERSATION STRATEGY
Luke Sullivan
KEEP TO THE 80/20 RULE OF CONVERSATION
DON’T BE THE GUY (BRAND) EVERYONE HIDES FROM
Luke Sullivan
ESTABLISH THE KIND OF RELATIONSHIPS YOUR BRAND WILL HAVE WITH ITS COMMUNITY
Luke Sullivan
Luke Sullivan
http://techcrunch.com/2010/08/04/schmidt-data/
We create as much information in two days as was created from the dawn of man to 2003.*Tech Crunch
A ROLLING STONE GATHERS NO MOSS
ALWAYS BE IN BETA
THINK SMALL
LIGHT A MATCH THAT STARTS A FIRE
MOMENTUM FUELS MOTIVATION
Stay hungry. Stay foolish.*Steve Jobs
I don’t have to learn about digital technology because whatever I dream up someone, somewhere, can make it happen.*Unemployed Creatives
AGENCIES ARE GOING TO HAVE TO START ACTING MORE LIKE SOFTWARE COMPANIES
COPYWRITER ART DIRECTOR
COPYWRITER ART DIRECTOR
COPYWRITER ART DIRECTORSOCIAL MOBILE
WEB SOCIALMOBILE PR
PR ART DIRECTORUX MOBILE
USER EXPERIENCE AND ENGAGEMENT HAVE BECOME THE NEW ART AND COPY
These basic principles about creating content and experiences, about building communities, inviting participation, and making things people can actually use, this is where the renaissance of creativity is happening.*Luke Sullivan
NONE OF WHAT GOES INTO CREATING A GREAT IDEA HAS CHANGED. JUST THE MEDIUM IN WHICH ITS DELIVERED
A good idea still matters. It earns attention, gets remembered and inspires action.*Edward Boches