Creativity in the age of social media, part 2
No sooner had I posted yesterday’s version of this exercise, than James Sherrett of AdHack sent me Google’s presentation from Advertising Week. While much of it doesn’t fit the true definition of social (community, conversation, sharing) it offers some great examples of what you can do with the many platforms, APIs and technology available to us all. It’s also evidence that in the world of advertising and marketing you better make sure you have plenty of developers in the midst of your “creative” department. And always be thinking in terms of participation, not messaging. The story isn’t the story you tell, it’s the one you inspire.
Here are some favorites.
Too cool for categorization
I have to admit this is a favorite. This collaborative music and spoken word project by Darren Solomon from Science for Girls, with a little help from his friends, allows you to play all or some of these videos simultaneously, and even adjust the mix. In a nutshell, it’s crowdsourcing, co-creation, and user participation unified into one very cool project. This should inspire ways to market music for sure. But why not let someone re-edit a movie scene. Or change the sequence of a story. You can even think about how to take this model into other places. Why not combine different ingredients into a recipe? These examples may not work the same way, but play with this for a while and you get all kinds of ideas for how to create an experience that engages a community.
Crowdsourcing a symphony
Not meaning to focus on music, but this is simply a reminder that you can crowdsource anything, from products to content. The Google presentation offers plenty of examples, from HP to Sour, and, of course, this one.
The art, science and possibilities of sharing
OK, there is only so much any of us want to know or have the time to even acknowledge. But think about the possibilities of offering customers the chance to compare themselves to others (works well for Nike Plus). Or, if they’re B2B customers, to serve them up information that’s relevant to their business, inventory, sales, market share. This platform, Datum, lets you collect, categorize and communicate almost any data you can find, capture or generate.
Inventing experiences with Google maps
Obviously there would be plenty of these examples in a Google presentation, but this Zappos application, showing what people are buying and letting you link to the product is a cool example for a marketer.
Check out the entire Google presentation if you have a chance and leave your comments as to what you like and find inspiring. There are obviously lots of ways to be creative in the new age of social media, from how we tell stories, invite participation and encourage propagation. Got anything else to share?