Edward Boches talks about how consumers and the market place are changing in a digital age.

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4. Welcome to making
digital work
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5. Edward Boches Matt Howell Gareth Kay
Tim Malbon Kim Laama
Chief Innovation Global Chief Digital Director. Brand Strategy
Founding Partner Creative Director
Officer Officer Goodby, Silverstein and
Made By Many AKQA
Mullen Arnold Worldwide Partners
@malbonster @kimlaama
@edwardboches @mrhowell @garethk
Sheena Matheiken Scott Prindle
Will McGinness Ben Malbon Daniel Stein
Founder and Creative VP/Executive Creative
Creative Director Director of Strategy CEO
Director Technology Director
Venables Bell and Partners Google Creative lab EVB
The Uniform Project CP+B
@willmcginness @malbonnington @danielstein
@matheiken @prindlescott
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6. what will you get out of being here?
ideas
validation
ammunition
confidence
courage
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7. advertising creative director
I don’t have to learn
any digital
technology because I
know that no matter
what I think up
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8. oh yeah?
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9. not without knowing
something about html5,
google’s APIs and what
you could do with them.
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10. could you think this up?
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11. not without knowing
exactly how Twitter
works, how to leverage
influencers and how to
stimulate conversation.
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12. could you think this up?
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13. not without being
among the first
people to use and
embrace new
technologies and
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14. could you think up this?
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15. not without realizing
the value of connecting
people to each other
and acknowledging that
personal data is the
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16. could you think this up?
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17. not without
thinking like a
software company
and knowing how
to leverage the
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18. could you think this up?
Band that crowdsources Dexter ARG It gets better
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19. not without realizing
that
sometimes we don’t
have to
make anything; we have
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20. the work
v
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21. the making
v
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23. We are living through
the disorientation that
comes from including 2
billion new participants
in a media landscape
previously operated by
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24. We tend to over
estimate the value of
connecting people to
brands and information
while we greatly
underestimate the
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25. consumers want to participate
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26. consumers want to participate
we have complex relationships with media
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27. consumers want to participate
we have complex relationships with media
we join forces to exert influence
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28. consumers want to participate
we have complex relationships with media
we join forces to exert influence
we want to do business with human brands
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29. consumers want to participate
we have complex relationships with media
we join forces to exert influence
we want to do business with human brands
community is our new source of content
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30. consumers want to participate
we have complex relationships with media
we join forces to exert influence
we want to do business with human brands
community is our new source of content
there is no such thing as perfect
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31. consumers want to participate
we have complex relationships with media
we join forces to exert influence
we want to do business with human brands
community is our new source of content
there is no such thing as perfect
we have a new definition of quality
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32. consumers want to participate
we have complex relationships with media
we join forces to exert influence
we want to do business with human brands
community is our new source of content
there is no such thing as perfect
we have a new definition of quality
attention is the new scarcity
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33. what’s next
content is getting easier to generate and share
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34. what’s next
content is getting easier to generate and share
the stream is moving beyond realtime
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35. what’s next
content is getting easier to generate and share
the stream is moving beyond realtime
individuals can filter more than ever
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36. what’s next
content is getting easier to generate and share
the stream is moving beyond realtime
individuals can filter more than ever
C2C rivals B2C
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37. what’s next
content is getting easier to generate and share
the stream is moving beyond realtime
individuals can filter more than ever
C2C rivals B2C
influence gets more influential
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38. from likes to circles
Suburban Hispanic Gay
Moms Moms Urbanites
283 297 304
Don’t
Empty know how
Nesters Roommates
to cook
295 276
281
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39. awareness
considerat
ion
intent
support
loyalty
advocacy
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40. SEARCH
LE
AR
AY
N
PL
Earn
TrueBlue
points
every
2me
you
check
in
at
JetBlue
T
EN
C
SA
TE
AN
RT
TR
AI
N
CONNECT
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41. SEARCH
LE
AR
AY
N
PL
T
EN
C
SA
TE
AN
RT
TR
AI
N
CONNECT
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42. information entertainment utility
websites awareness loyalty
presence buzz barriers to exit
engineerin attention added value
g cultural impact competitive advantage
social scale community
mobile
accessible
owned
content
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43. useful
short long
term term
entertaining
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44. apps
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45. iAds
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46. social
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47. microsites
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49. facebook apps
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50. live events
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51. gaming dynamics
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52. shopping
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53. emerging platforms
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54. what they all have in common
experiences
invite
participation
defined by user
sharing is
essential
leverage 54

55. what has to
audience community
messages utility
target invite
media plan interest plan
penetrate collaborate
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56. what has to
user experience and
engagement are the
new art and copy
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57. I've worked for some of the best creative shops in north
america, and the biggest
issues regarding digital integration that I've run into are: idea
“
recognition and experience design. Many creative-lead shops
have established methodologies
for coming up with great ideas, and have senior creative
directors who might not
have the experience to understand/ recognize good digital
ideas. (That said, it often
doesn't stop the creative-lead shop at coming up with
original ideas that work within
the digital space.) “
If traditional agencies want to be the future of digital, I think
they need to invest in experience design & experience
strategy. Learning how to do this, and effectively integrating
those UX evangelists throughout the agency will ultimately
determine Jordan Julien
those agencies that move the industry forward. UX Architect for BMW, Coke, Telus, Dove,
Digital & social strategy consultant &
Canadian Tire, AT&T, Microsoft, Cineplex,
VISA, Toyota, GE, P&G
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58. what has to
from:
who is our target?
what is our insight?
what is our message?
where do we reach them?
how do we measure success?
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59. what has to
to:
who is our community?
where do they hang out?
what value can we add?
what should our content be?
how will people get involved?
what platforms, tech, APIs should we use?
what will make it ongoing?
how will we measure success?
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60. what has to
interactive
shareable
participatory
ongoing
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61. what has to
CW CW Design
CW Design AD UX
AD UX Social Tech
Social Mobile Mobile
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62. CW
AD
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63. Design
UX
Tech
Mobile
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64. Kay Pancheri
Account Director,
Mullen
and former Making
“We designed the print
ad around the
functionality of
mobile.”
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65. what has to
copywriter
art director
web designer
IA/UX
programmer
video producer
content strategist
connection planner
PR/social media
media
analytics
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66. what has to
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67. what has to
pressure from
the top
buy-in from
everyone
commitment of
resources
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68. where do you
new sources of content
actively use social media
learn what you can do with an
api
partner with someone different
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69. expect mistakes
how we sold
encouraging offline ae’s 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 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 staffed
continued to hire legacy talent l focused on usage rather than future when downsizing –
assumed traditional talent could lead digital efforts - believed project management could
compensate for digitally naïve account people – defined integration as offline people could
try digital (but not the other way around)
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) – didn’t mandate digital
skill expansion as part of performance evaluation for all
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70. always be in beta
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71. #mdwboulder
post@makingdigitalwork.posterous.com
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72. thank you
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