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Cactus staffers Norm and Mike headed to Boulder Digital Works' Making Digital Work. Here is there take on the 2-day workshop. Norm's through his sketchpad, Mike's through his iPad.
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Norm and Mike BDW
FPO: Making Digital Work IIvia
Norms Sketch Padanalog bullshit
...................................................
MAKING DIGITAL WORK...................................................
August 9 & 10 at Boulder Digital Works ...................................................
Workshop Overview
*REGISTER NOW AT MAKINGDIGITALWORK.COM*
Gareth KayDirector of Brand Strategy Goodby, Silverstein & Partners
Stop communicating products and start making communication products.
Useful entertaining or memorable, not interruptive, experiences.
Create, dont fill, media space.
Steve JobsSince you are reading this on an iPad, do I really need to tell you who Steve Jobs is? If you dont know, please leave now.
"It's really hard to design products by focus groups.
A lot of times, people don't know what they want until
you show it to them.
Doing and then learning is a much better strategy
these days versus learning and then doing.
Gareth KayDirector of Brand Strategy Goodby, Silverstein & Partners
Pre-digital
Interruption
Image manipulation
Saying things at people
Intangible value
Perception
Post-digital
Participation
Value creation
Doing things for people
Tangible value
Behavior
Pre-digital
Interruption
Image manipulation
Saying things at people
Intangible value
Perception
Post-digital
Participation
Value creation
Doing things for people
Tangible value
Behavior
www.whatthefuckismysocialmediastrategy.com
50% of clients are trying to escape the old agency model. The other 50% want to try
something new.
John WinsorChief Executive OfficerVictors & Spoils
Any idea is dangerous if its a persons only idea
There's a lot of redundancy in silo'd agency structure. Interactive accnt mgmt and regular accnt mgmt = $$$ + bad work @mrhowell #digiwork
KevinRothermel
marketing thought leaders need to shift from campaigns to commitments #digiwork
michelleevans
soulkat
Digital is no longer someone else's jobs. It's YOURS. @mrhowell #digiwork10:54 AM Aug 10th via TweetDeck
"Bloated teams = lack of accountability." - @mrhowell be more efficient with your team, be more efficient with your work. #digiworkTwitter - Aug 10, 2010 10:46:45 AM
mq5
The structures and processes that guided our industry for the past 25+
years have begun to fail.They are not working now, and
something needs to change. The old structures are
actually becoming liabilities to the business.
Matt HowellChief Interactive OfficerModernista!Also dude who invented Nike+
It's hard to get people to talk about a brand. It's much easier to get people to talk about themselves on a brand's platform. #digiworkTwitter - Aug 10, 2010 10:46:45 AM
e_t_t
Consumers today have more control over the experiences
they choose to have. The best way to reach them is to
understand them & understand where they are
thinking/ coming from.
Kim LaamaInteractive DirectorAKQA
A new breed of T-shaped people is emerging with
knowledge of all disciplines at the top and core discipline expertise pointed upward. Ultimately, it is up to every
employee, not a department, to become digiraditional. Learn
it, live it, tweet it.
Edward BochesChief Creative Officer /Chief Social Media OfficerMullen
analytics
copywriter
art director
web designer
IA/UX
programmer
video producer
content strategist
connection planner
PR/social media
media
Thursday, April 15, 2010
You need to be a T person
Expect some pain.
Edward BochesChief Creative Officer /Chief Social Media OfficerMullen
Email volume = communications breakdown = trouble" - @mrhowell. Irresponsible substitutions for collaboration. #digiworkTwitter - Aug 10, 2010 10:48:45 AM
mq5
Where are we headed: More mobile, More socialized layers
and Location-Based Contextual Awareness (messaging relevant to where you are at the time).
Alastair GreenDigital Executive Creative DirectorTeam One
Norm was on a client call
"We (ad industry) have a lot of money invested in people who are no longer capable of contributing" #digiwork Twitter - Aug 10, 2010 10:46:45 AM
edubble_u
The Twitchhiker: one man on a Twitter travel missionMeet the Twitchhiker. His quest - to see how far he can travel in 30 days relying solely on the hospitality and advice of the Twitter community, and raising money for charity as he goes
Its not what we do, its what people do with
what we do.
Gareth KayDirector of Brand Strategy Goodby, Silverstein & Partners
Thursday, April 15, 2010
Like Kogi BBQ, which launched a brand with a Twitter handle
$80 million
Thursday, April 15, 2010
Attention is the new scarcity
The Good Enough Revolution
FastEasyPortableAccessible
Edward BochesChief Creative Officer /Chief Social Media OfficerMullen
Thursday, April 15, 2010
Master conversation strategy: Embrace agility,
constant presence, frequent experimentation
Edward BochesChief Creative Officer /Chief Social Media OfficerMullen
community
experience
engage
interest plan
collaborate
audience
message
target
media plan
penetrate
Thursday, April 15, 2010
Re-think how you think
Sharable
Interactive
Participatory
Ongoing
TV WEB MEDIA PR> > >
Thursday, April 15, 2010
The old sequence. WTF?
Old
This isnt about the digital brief.Its about a better brief for the post-digital world.
Gareth KayDirector of Brand Strategy Goodby, Silverstein & Partners
Check list manifesto
huh?
Mike Leepr & social media directorCactus
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) ! didnt mandate
digital skill expansion as part of performance
evaluation for all
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 sold ! encouraging offline aes 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 staffed ! continued to hire legacy talent !
focused on usage rather than future when
downsizing ! assumed traditional talent could
lead digital efforts ! believed project management
could compensate for digitally nave account
people ! defined integration as offline people
could try digital (but not the other way around)
Thursday, April 15, 2010
sell scope staff deliver reward
Thursday, April 15, 2010
Sharing some mistakes
Smart people can be really stupid
2005 2010Media $ placed inonline, SEM, SEO
Cacti who contribute to blogs, YouTube, Twitter, Facebook,
etc.
$22,300 $4,394,200
3/15 47/47
Staff time hours spent on web, online, digital,
soche, mobile, etc.140 3,560
* These figures are all made up.