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Creativity in the Age of Social Media. It's about getting others to tell stories for us. Consumer trends and examples.
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edwardboches.com
edward bocheschief crea0ve officer
in the age of social media
WIN TICKETS, MEMORABILIA AND FAME
BRUINS FANS RULES
Social media is about getting others to tell our stories for us
It’s about inspiring them to actually write and create those stories.
It’s about inventing experiences that turn into new stories.
listen
ENGAGE
b u i l d
inspire
MOBILIZE
7
VII
7
7
7
SEVEN
consumers want more par0cipa0on and even control
embrace crowdsourcing
give up some control
build in memes
we want to do business with a person,not an ins0tu0on
learn social media protocol
put a face, not a logo at the forefront
tap into employee enthusiasm
our rela0onships with media are more complex than ever
know what mode your consumer is in
be crea0ve and engaging
take your content to your customer
a@en0on is the new scarcity
offer value in return for a@en0on
stand for something
make yourself findable
expectations a r e h i g h e r
give people flexibility to apply judgement
build a be@er user experience into everything
surprise people when they least expect it
there’s no such thing as perfect.only perfects.
enable customiza0on
create mul0ple versions of messages and product
create lots and lots and lots of things
the MP3 is good enough.
fast/easy/portable/accessible
don’t waste money on the wrong things
learn to be agile
blogosphere
search
social content
social networks
Original branded content and u=lity
Channel content is
promoted and posted to
blogs.
Profiles are promoted to the blogs.
Friends and fans join your network.
Channel content is posted to profiles.
Profiles drive traffic to the content
channels.
Blogs will drive traffic and
members to the profiles.
engineer your presence
1invite your community to create with you
connect your customers to each other
2
create mashups
3
turn analog events into digital ones
4
timberland job site thing
start your own network
5
give your customers a microphone
6
build in memes
7
redefine the medium
8
remember your product isn’t your product
9
give your brand away
10
embrace crowdsourcing
11
believe in the power of small
12
(CNN) - The new horror movie "Paranormal
Activity" could be filling movie studio
marketing departments with fear.
$11,000 film rakes in $7 million in one weekend
learn what an API is what you can do with it
make friends with a developer, the future isn’t about messages it’s about u0lity
get Google to give you a presenta0on on what’s possible
get over your fear of crowdsourcing
change the make up of your crea0ve team
develop alliances, you can’t do everything yourself
stop thinking that crea0vity means a clever message
experiment experiment experiment
go fo r t h a nd
CREATE
thank you