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Post on 20-Aug-2015
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THE NEXT GENERATION OF SOCIAL CREATIVITY
25.09.14
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THE EVOLUTION OF CREATIVITY
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THE EVOLUTION OF CREATIVITY
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WAS
THE EVOLUTION OF CREATIVITY
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CREATIVE AS “THE BIG IDEA”
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“THE BIG IDEA” CAME FROM A BIG AGENCY
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IT WAS INSTANCED ACROSS ALL PLATFORMS
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IS
THE EVOLUTION OF CREATIVITY
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CREATIVITY IS STILL SEEN AS “THE BIG IDEA”
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BUT NOW, IT COMES FROM INTER-AGENCY PLANNING AND COLLABORATION
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AND IT IS STILL INSTANCED ACROSS ALL PLATFORMS
YES IDEAS CAN (AND DO) COME FROM
ANYWHERE
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IDEAS HAVE BECOME THE NEW COMMODITY
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IT’S NO LONGER THE ACT OF HAVING AN IDEA
THAT DEFINES SUCCESS
SUCCESS IS ABOUT THE REDEFINITION OF WHAT AN IDEA IS
SUCCESS IS ABOUT THE REDEFINITION OF WHAT AN IDEA IS
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THE END OF THE BIG IDEA
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GOING TO BE
THE EVOLUTION OF CREATIVITY
CREATIVITY AS CONTENT
DRIVEN BY A BRAND PURPOSE / WITH CONTEXT AS EMPEROR
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AN EXPLOSION OF CREATIVITY
MANY IDEAS / THE MAKER REVOLUTION / THE DEMOCRATIZATION OF CONTENT
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THERE ARE THINGS TO UNDERSTAND ABOUT WHERE
CREATIVITY IS GOING
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THREE THINGS TO CONSIDER
3HOW TO
EXECUTE GREAT SOCIAL
CREATIVITY
2HOW TO
SHIFT OUR
THINKING
1HOW WE
DEFINE GREAT SOCIAL
CREATIVITY
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DEFINE
THREE THINGS TO CONSIDER ABOUT THE FUTURE OF CREATIVITY
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QUALITIES OF GREAT CREATIVE
DEFINE GREAT SOCIAL CREATIVITY
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SPEED IS THE NEW BLACK
QUALITIES OF GREAT CREATIVE
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SPEED IS THE NEW BLACK
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CULTURAL VALUES ARE THE NEW SPARK
QUALITIES OF GREAT CREATIVE
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CULTURAL VALUES ARE THE NEW SPARK
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TECHNOLOGY FUELS CREATIVITY, BUT DOES NOT REPLACE IT
QUALITIES OF GREAT CREATIVE
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TECHNOLOGY ENABLES CREATIVITY, BUT DOES NOT REPLACE IT
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BRANDS ARE STORIES AND PLATFORMS FOR STORYTELLING
QUALITIES OF GREAT CREATIVE
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BRANDS ARE STORIES, AND PLATFORMS FOR STORYTELLING
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THREE THINGS TO CONSIDER ABOUT THE FUTURE OF CREATIVITY
SHIFT2
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SHIFT OUR THINKING
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SHIFT HOW WE APPROACH
from TOP-DOWN
ONE IDEA WITH ADVERTISING AS THE DRIVER
to BOTTOM-UP
ADVERTISING AS JUST A CONTENT TYPE AMONG MANY IDEAS
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from ONE AUDIENCE
ONE TARGET
to MANY AUDIENCES
MANY TARGETS THAT ARE HYPER-SPECIFIC AND HYPER-LOCAL
SHIFT HOW WE
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SHIFT HOW WE
BIG TO SMALLfrom
SMALL TO BIGto
EXECUTIVE CREATIVE DIRECTOR CURATES
from COMMUNITY
CURATES
to
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SHIFT HOW WE
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SHIFT HOW WE
SOCIAL MEDIA IDEAS
from SOCIALLY-CONNECTED
IDEAS
to
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SHIFT HOW WE
A FOCUS ON WHAT YOU DO
from A FOCUS ON
HOW YOU DO IT
to
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THREE THINGS TO CONSIDER ABOUT THE FUTURE OF CREATIVITY
EXECUTE3
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EXECUTE
What should we do for our Super Bowl spot?
What content can we create in Facebook?
CONTENT PLATFORM
THE MEDIUM FOR SHARING THE IDEA
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CONTENT PLATFORMS
target
purpose
objective
target
purpose
objective
target
purpose
objective
target
purpose
objective
target
purpose
objective
target
purpose
objective
target
purpose
objective
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EXECUTE
What should we do for our Super Bowl spot?
What content can Facebook?
CONTENTPLATFORM
THE MEDIUM
What is our big video idea?
How can we best use infographics?
CONTENT TYPE
THE FORMAT IN WHICH THE IDEA COMES TO LIFE
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CONTENT TYPES
slideshow
type treatment
static infographic
cartoon illustration
micro photo
caption
icon
animated gif
multiple choice q/a
macro photo
video bit
short-form video
long-form video
interactive video
song
album
spoken word
playlist
list
free response q/a
multiple choice q/a
fill-in-the-blank
meme
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EXECUTE
What should we do for our Super Bowl spot?
What content can Facebook?
CONTENTPLATFORM
THE MEDIUM
How can we best launch this product?
How can we support this event?
CONTENT OCCASION
THE REASON FOR CREATING THE IDEA
What is our big video idea?
How can we best use infographics?
CONTENTTYPE
THE FORMAT IN WHICH THE IDEA
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TYPES OF CONTENT OCCASIONS
unplanned
MENTIONS OR ENDORSEMENTS
TIMELY EVENTS
planned
PRODUCT LAUNCHES
EVENTSDRIVE PERIODS
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CREATE CONNECTIONS AROUND
AUDIENCE
CONTENT PLATFORMS CONTENT TYPES
CONTENT OCCASION
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CREATE A CONNECTION WITH YOUR AUDIENCE
PLATFOR TYPE
OCCASION
AUDIENCE
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WHAT NEVER CHANGES IS THE ANCHOR AROUND THE HUMAN CONDITION:
AUDIENCE
NEEDS, WANTS, TRUTHS
NEED WAS IS GOING TO BE
TO BE SEEN & HEARD Portrait Selfie Dronie
TO BE RECOGNIZED High five Like Yo
TO CHRONICLE ACHIEVEMENTS Scrapbook Check-in iBeacon
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AUDIENCE
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3 TYPES OF IDEAS DELIVER ON CONTENT OCCASIONS
FRANCHISES CAMPAIGNS MOMENTS
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TYPES OF IDEAS FROM CONTENT OCCASIONS
FRANCHISESFOUNDATIONAL CONTENT THAT IS ADAPTABLE ACROSS ALL OCCASIONS
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FRANCHISE
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TYPES OF IDEAS FROM CONTENT OCCASIONS
CAMPAIGNSPROGRAMMATIC CONTENT THAT LEVERAGES PLANNED CONTENT OCCASIONS
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CAMPAIGNS
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TYPES OF IDEAS FROM CONTENT OCCASIONS
MOMENTSTIMELY CONTENT THAT LEVERAGES UNPLANNED CONTENT OCCASIONS
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MOMENTS
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3 TYPES OF IDEAS DELIVER ON CONTENT OCCASIONS
MOMENTSCAMPAIGNSFRANCHISESFOUNDATIONAL CONTENT THAT IS
ADAPTABLE ACROSS ALL OCCASIONSPROGRAMMATIC CONTENT THAT
LEVERAGES PLANNED CONTENT OCCASIONSTIMELY CONTENT THAT LEVERAGES UNPLANNED CONTENT OCCASIONS
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KEY TAKEAWAYS
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1. THE END OF THE BIG IDEA 2. THE DEMOCRATIZATION OF CONTENT 3. HUMAN TRUTHS/NEEDS WILL ALWAYS
ANCHOR THE WORLD'S BEST CREATIVITY 4. PLAN FOR OCCASIONS 5. IF CONTENT IS KING, CONTEXT IS EMPEROR
KEY TAKEAWAYS
thank you! @marclandsberg
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