Talk for creatives March 2011

1. “The Internet is a miracle.
You push a button and you
publish to the world.”

2. Tim Sparke
@sparkey

4. I work with people to help them
navigate the digital marketing
landscape.
Education plays a critical role in
helping facilitate change.
There are 2 main audiences
Internal & external.

7. “Tools don't get socially interesting until
they get technologically boring. It isn't
when the shiny new tools show up that
they are used to start permeating society,
it's when everyone is able to take them
for granted...”
Clay Shirky

8. “the most profound technologies are those
that disappear…they weave themselves into
the fabric of everyday life until they are
indistinguishable from it”.
Mark Weiser

9. 25,000,000,000 tweets sent in 2010
36,000,000,000 photos on Facebook
2,000,000,000 videos watched on YouTube every day
7,900,000 Lady Gaga followers on Twitter
600,000,000 members of Facebook
35hours of video uploaded to YouTube every minute

10. How many texts does the average
teen send every month?
3280

11. 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 professionals.

12. BROADCAST NETWORK
The next great jump in communications
won’t come from just TV. It’ll be a mix of
online, mobile, TV, real...
who knows?

13. If you work in
advertising, you have
to get digital
- this is more true everyday

14. This could be the
most exciting time to
be a creative and to
be in this industry.
Let’s seize it.

15. “The Internet is a miracle.
You push a button and you
publish to the world.”
(geography is no longer the boss)

16. If you have an idea.
Make it.

18. Leroy
S(ck,
pretending
to
be
BP's
global
press
office,
mocked
their
handling
of
the
New
Orleans
oil
spill
•
Raised
$10,000
for
a
non-­‐profit
conserva(on
group,
Gulf
of
Restora(on
Network
•
Started
May
19
within
1
month
has
165k+
followers
and
countless
mainstream
coverage

19. 'I started @BPGlobalPR, because the oil
spill had been going on for almost a
month and all BP had to offer were
bullshit PR statements. No solutions, no
urgency, no sincerity, no nothing. '
‘Treat communication seriously.
Treat engagement seriously.
Treat your consumer seriously.’
Ruby Psuedo

25. If you have an idea.
Make it.

27. Helping people look for and see colour

28. To create something lasting....
more than digital noise

29. It’s not about social
media.
It’s about social
ideas and unsocial
ideas.

33. Nike didn’t just say that football connected
people and brought the world together, they
actually did something to make it do so.

35. Connecting the real and the virtual

37. Diesel Interactive New
Range Launch

46. in 3 months
visitors 333,000
countries 191
av. time on site 5.5 mins
press coverage/reach £6.8m
paid media budget £0
increase in trenchcoat sales 85%

47. Even banners can be useful

48. People would ignore the instructions to aim the Tweenbot in the “right”
direction, if it meant sending the robot into a perilous situation. One man
turned the robot back in the direction from which it had just come, saying
out loud to the Tweenbot, "You can’t go that way, it’s toward the road.”

49. On motivation, community & social media
1. It’s easier to accomplish big things if we break
them into lots of little parts.
2. Psychic rewards are a great motivator.
3. Make it easy and learn to trust the community.
4. Don’t be afraid to ask.
5. Remember that joy and passion are contagious.

50. Rushkoff’s 10 (well 4) commandments for the digital age
1. Time: don't be always on. We have lost the benefit of thinking
that comes from the original nature of the web.
2. Distance: don't do from "afar" (email, texting, 2nd life) what
can be done in person or close up.
7. Contact: contact, not content, is king. We are humans.
10. Program or be programmed: When it comes to devices and
apps, stop thinking "what can they do for us," and start thinking
"what can we make it do." We don't even teach kids in school
programming languages anymore. We teach them Microsoft
office.

51. In an industrial economy we focus
on physical things. In an
information economy relationships
are built on knowledge & services.
Positive interactions with brands
allow people to make up their
mind based on experiences, not
messages.

52. audience community
messages experiences
target invite
media plan conversation plan
penetrate collaborate

53. So, that’s about it..
Our industry is moving to a new age.
It requires new thinking and
500,000,000
(FB)
processes.
86,000
(YT)
10,000,000,000
(Tweets)
5,000,000,000
Most importantly, digital is no longer
someone else’s job.
It’s yours.

54. We all need to work
smarter.

55. suit strategy pr/smedia geek media analytics
CREATIVE

56. It’s not about
technology
It’s about what
we’re doing with it

57. Play like a child.
Pull stuff apart.
Break things.
Be curious.
Be interested.

60. I’m excited.
500,000,000
(FB)
86,000
(YT)
10,000,000,000
(Tweets)
5,000,000,000
You should be.

61. Make a Kickstarter project
Download the Nike Training Club
Use Twitter
@brainpicker
500,000,000
(FB)
86,000
(YT)
10,000,000,000
(Tweets)
5,000,000,000
@edwardboches
@sparkey
Download
‘Oh My God What Happened...’

62. “ It is not the strongest of the species that survive, nor the most
intelligent, but the one most responsive to....
.”
Charles Darwin

63. Location. Social. Data.

64. ‘What used to take up a building now
fits in my pocket, and what now fits in
my pocket will fit inside a blood cell in
25 years’
Ray Kurzweil

65. “Like
air
&
drinking
water,
being
digital
will
be
no(ced
by
its
absence,
not
it’s
presence”
Nicholas
Negroponte,
1998

66. Sometimes it’s little things

67. Brands I’m watching

68. THA
NKS @sparkey
www.sparkelife.com

69. Go make
some great
stuff

71. "Optimism.
If we took the loopiest, most moonbeam-addled
Californian utopian internet bullshit, and held it up
against the most cynical, realpolitik-inflected
scepticism, the Californian bullshit would still be a
better predictor of the future. Which is to say that,
if in 1994 you'd wanted to understand what our
lives would be like right now, you'd still be better
off reading a single copy of Wired magazine
published in that year than all of the sceptical
literature published ever since."

72. 72