Comments on: Creativity in the age of social media, part 2 http://edwardboches.com/creativity-in-the-age-of-social-media-part-2 Marketing ideas for navigating a consumer driven world Sun, 20 May 2012 17:12:08 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: edward boches http://edwardboches.com/creativity-in-the-age-of-social-media-part-2/comment-page-1#comment-1757 edward boches Sat, 26 Sep 2009 00:13:34 +0000 http://edwardboches.com/?p=2042#comment-1757 Amy: Thanks. I recently heard Harry Gold say that advertising is what you say about yourself. Social is what others say about you. WOM. Simple as that. So be definition, if a brand isn't going go to all the talking, it's job is to try and influence the conversation and the stories told. I get pretty tired of people who still think the big idea is a message. Or an execution. Those are merely two of many techniques to inspire the story you want passed on. Amy:
Thanks. I recently heard Harry Gold say that advertising is what you say about yourself. Social is what others say about you. WOM. Simple as that. So be definition, if a brand isn’t going go to all the talking, it’s job is to try and influence the conversation and the stories told. I get pretty tired of people who still think the big idea is a message. Or an execution. Those are merely two of many techniques to inspire the story you want passed on.

]]> By: Amy Flanagan http://edwardboches.com/creativity-in-the-age-of-social-media-part-2/comment-page-1#comment-1756 Amy Flanagan Fri, 25 Sep 2009 22:23:58 +0000 http://edwardboches.com/?p=2042#comment-1756 “The story isn’t the story you tell, it’s the one you inspire.” I love that line. It's not only so true, it's why a strong brand is more important than ever. In this new world millions of people are allowed to finish your brand's sentence - but you still get to start it. I really believe that if you have a strong brand, a good brand and a relative brand you will be able to trust the crowd to finish your sentence in a way that inspires you back. That said, thank you for this post. Darren Solomon's creation is blowing my mind. .-= Amy Flanagan´s last blog ..<a href="http://theshortestblogintheworld.blogspot.com/2009/09/only-problem-with-alarm-clock-that.html" rel="nofollow">The only problem with an alarm clock that wakes you to the sounds of nature is that you get conditioned to wake to the sounds of nature.</a> =-. “The story isn’t the story you tell, it’s the one you inspire.” I love that line. It’s not only so true, it’s why a strong brand is more important than ever. In this new world millions of people are allowed to finish your brand’s sentence – but you still get to start it. I really believe that if you have a strong brand, a good brand and a relative brand you will be able to trust the crowd to finish your sentence in a way that inspires you back.
That said, thank you for this post. Darren Solomon’s creation is blowing my mind.
.-= Amy Flanagan´s last blog ..The only problem with an alarm clock that wakes you to the sounds of nature is that you get conditioned to wake to the sounds of nature. =-.

]]> By: Mike http://edwardboches.com/creativity-in-the-age-of-social-media-part-2/comment-page-1#comment-1743 Mike Thu, 24 Sep 2009 12:58:30 +0000 http://edwardboches.com/?p=2042#comment-1743 You say potato.... :) You say potato…. :)

]]> By: edward boches http://edwardboches.com/creativity-in-the-age-of-social-media-part-2/comment-page-1#comment-1741 edward boches Thu, 24 Sep 2009 11:56:26 +0000 http://edwardboches.com/?p=2042#comment-1741 Paul: You can tell great stories yourself, no doubt. But, I assure you, in *social* media people don't want to be spectators, they want to participate. I love great books, the New Yorker, movies and MadMen, too. Wouldn't want to crowdsource any of that. But in social media, it's about participation. BTW, an awful lot of great bands, musicians, artists and even writers are now crowdsourcing and co-creating, allowing others to play and contribute. Don't fear it; welcome it. You may get a camel in stead of a horse. But what the hell, you can then take a trip through the desert. :-) Paul:
You can tell great stories yourself, no doubt. But, I assure you, in *social* media people don’t want to be spectators, they want to participate. I love great books, the New Yorker, movies and MadMen, too. Wouldn’t want to crowdsource any of that. But in social media, it’s about participation. BTW, an awful lot of great bands, musicians, artists and even writers are now crowdsourcing and co-creating, allowing others to play and contribute. Don’t fear it; welcome it. You may get a camel in stead of a horse. But what the hell, you can then take a trip through the desert. :-)

]]> By: edward boches http://edwardboches.com/creativity-in-the-age-of-social-media-part-2/comment-page-1#comment-1740 edward boches Thu, 24 Sep 2009 11:52:58 +0000 http://edwardboches.com/?p=2042#comment-1740 Meg: Not sure on the customization thing. We all suffer from the impotence of abundance and need brilliant UX and filtering. I for one am so Type A I can't make it through a lot of content or anything that meanders. The bflat thing was so simple and mesmerizing that it was hard not to like. However, it's inherent problem is that you'll check it out, pass it on, and that's it. You'll probably even forget it in another few months. Which brings us back to creativity in the age of social. How does it build or foster a real relationship. One that might actually last? Meg:
Not sure on the customization thing. We all suffer from the impotence of abundance and need brilliant UX and filtering. I for one am so Type A I can’t make it through a lot of content or anything that meanders. The bflat thing was so simple and mesmerizing that it was hard not to like. However, it’s inherent problem is that you’ll check it out, pass it on, and that’s it. You’ll probably even forget it in another few months. Which brings us back to creativity in the age of social. How does it build or foster a real relationship. One that might actually last?

]]> By: edward boches http://edwardboches.com/creativity-in-the-age-of-social-media-part-2/comment-page-1#comment-1739 edward boches Thu, 24 Sep 2009 11:49:02 +0000 http://edwardboches.com/?p=2042#comment-1739 Scott: Well put and a thought I'd like to build on. We think in the following terms: not just what can we give in the form of content, but what can we create or invent that will inspire real participation that is beneficial to all. Not simply conversation back and forth, but propagation because it's either fun or useful; helping people (customers) meet others who they might be interested in connecting with; co-creation that can help a brand and make a consumer feel good; etc. I have another line I've been using: "A blog post isn't the end of the discussion, it's the beginning." These are good ways to look at making stuff happen in the social space. Don't be surprised if you see more thoughts here about inspiring the story. Scott:
Well put and a thought I’d like to build on. We think in the following terms: not just what can we give in the form of content, but what can we create or invent that will inspire real participation that is beneficial to all. Not simply conversation back and forth, but propagation because it’s either fun or useful; helping people (customers) meet others who they might be interested in connecting with; co-creation that can help a brand and make a consumer feel good; etc. I have another line I’ve been using: “A blog post isn’t the end of the discussion, it’s the beginning.” These are good ways to look at making stuff happen in the social space. Don’t be surprised if you see more thoughts here about inspiring the story.

]]> By: edward boches http://edwardboches.com/creativity-in-the-age-of-social-media-part-2/comment-page-1#comment-1738 edward boches Thu, 24 Sep 2009 11:45:01 +0000 http://edwardboches.com/?p=2042#comment-1738 Mike: Maybe you're just more needy than others. :-) Taking, as a word, while sounds a little selfish. It may be true that's what we all want. But aren't there more "social" way of putting it? I want to learn, be inspired, get connected, discover, find co-creators, etc. Also, you're looking at it, I think, from the perspective of an individual. Think about a brand that wants a relationship -- granted a mutually beneficial one -- with its customers. It has to give to get. And it's likely that in many cases a customer doesn't simply want to take, but have a voice and a say and an impact. Perhaps that's a form of taking, "gimme my chance to influence," but I think we're also beginning to see the value of the crowd and the community. Mike:
Maybe you’re just more needy than others. :-) Taking, as a word, while sounds a little selfish. It may be true that’s what we all want. But aren’t there more “social” way of putting it? I want to learn, be inspired, get connected, discover, find co-creators, etc. Also, you’re looking at it, I think, from the perspective of an individual. Think about a brand that wants a relationship — granted a mutually beneficial one — with its customers. It has to give to get. And it’s likely that in many cases a customer doesn’t simply want to take, but have a voice and a say and an impact. Perhaps that’s a form of taking, “gimme my chance to influence,” but I think we’re also beginning to see the value of the crowd and the community.

]]> By: Paul Zink http://edwardboches.com/creativity-in-the-age-of-social-media-part-2/comment-page-1#comment-1735 Paul Zink Thu, 24 Sep 2009 05:57:54 +0000 http://edwardboches.com/?p=2042#comment-1735 "The story isn’t the story you tell, it’s the one you inspire." Well, I would say sometimes yes and sometimes no. Perhaps writers like me are overly-sensitive about singular authorship, but I believe that a strong individual vision often creates the most compelling and enduring results in writing, art, music and other creative endeavors, from Bach's "Chaconne" to Hal Riney's "The Bear" spot to Armani's suits. I can't disagree in theory when you say "you can crowdsource anything", but I wonder if the resulting camel you may get (no matter how interesting) will do the job of the horse you might have had in mind. .-= Paul Zink´s last blog ..<a href="http://depravda.posterous.com/lionfish-invade-bahama-reefs-gobble-up-everyt" rel="nofollow">Lionfish invade Bahama reefs, gobble up everything.</a> =-. “The story isn’t the story you tell, it’s the one you inspire.” Well, I would say sometimes yes and sometimes no.

Perhaps writers like me are overly-sensitive about singular authorship, but I believe that a strong individual vision often creates the most compelling and enduring results in writing, art, music and other creative endeavors, from Bach’s “Chaconne” to Hal Riney’s “The Bear” spot to Armani’s suits.

I can’t disagree in theory when you say “you can crowdsource anything”, but I wonder if the resulting camel you may get (no matter how interesting) will do the job of the horse you might have had in mind.
.-= Paul Zink´s last blog ..Lionfish invade Bahama reefs, gobble up everything. =-.

]]> By: meg http://edwardboches.com/creativity-in-the-age-of-social-media-part-2/comment-page-1#comment-1734 meg Thu, 24 Sep 2009 04:37:23 +0000 http://edwardboches.com/?p=2042#comment-1734 Lucas films 'make your own star wars' movie fits nicely into 'social creativity' . Although its not on the website now, you can read about it here. http://www.ifitsmovies.com/2007/05/24/create-your-own-star-wars-movie/ In India, we attempted something similar for a personal care brand where we allowed users to create their own movie using a library of clips & drag- drop feature into a timeline. users could add custom text and upload their pictures which featured on billboards inside the video. Surprisingly though, we realized that giving too many customization options to our consumer often resulted in many dropouts. maybe its a cultural thing? Or do people feel more comfortable creating in a group dynamic (say if the entire app was connected to facebook and people could offer suggestions to the creator - real time?) .-= meg ´s last blog ..<a href="http://twitter.com/trippyhippy/statuses/4332929015" rel="nofollow">trippyhippy: @jtwinsor bakedin blog asks for password and authorization.</a> =-. Lucas films ‘make your own star wars’ movie fits nicely into ‘social creativity’ . Although its not on the website now, you can read about it here.
http://www.ifitsmovies.com/2007/05/24/create-your-own-star-wars-movie/

In India, we attempted something similar for a personal care brand where we allowed users to create their own movie using a library of clips & drag- drop feature into a timeline. users could add custom text and upload their pictures which featured on billboards inside the video.

Surprisingly though, we realized that giving too many customization options to our consumer often resulted in many dropouts. maybe its a cultural thing? Or do people feel more comfortable creating in a group dynamic (say if the entire app was connected to facebook and people could offer suggestions to the creator – real time?)
.-= meg ´s last blog ..trippyhippy: @jtwinsor bakedin blog asks for password and authorization. =-.

]]> By: Scott Karambis http://edwardboches.com/creativity-in-the-age-of-social-media-part-2/comment-page-1#comment-1733 Scott Karambis Thu, 24 Sep 2009 02:31:30 +0000 http://edwardboches.com/?p=2042#comment-1733 "Not about the story you tell but the one you inspire" is a nice maxim. It reminds me, like everything else, of teaching. As you've heard me say before, Edward, the goal of many great teachers is not to communicate their idea but to inspire the student to have their own idea. On a less inspiring but more practical note, I was just working through some social media ideas with creatives today and it struck me that the process was--to your point--less about the idea than what we imagined/hoped the consumer would do in response. Our strategic/creative efforts were focused on imagining a flow of behavior, feedback and conversations across multiple platforms that "worked." That is: they made cultural sense, they would motivate people to participate, they would spread on their own, they would ultimately be good for the consumer and the brand. .-= Scott Karambis´s last blog ..<a href="http://feedproxy.google.com/~r/ArtificialSimplicity/~3/6_Gjkw9rOjY/call-for-new-tools-starting-with.html" rel="nofollow">A call for new tools: starting with observations on successful Facebook applications</a> =-. “Not about the story you tell but the one you inspire” is a nice maxim. It reminds me, like everything else, of teaching. As you’ve heard me say before, Edward, the goal of many great teachers is not to communicate their idea but to inspire the student to have their own idea.

On a less inspiring but more practical note, I was just working through some social media ideas with creatives today and it struck me that the process was–to your point–less about the idea than what we imagined/hoped the consumer would do in response. Our strategic/creative efforts were focused on imagining a flow of behavior, feedback and conversations across multiple platforms that “worked.” That is: they made cultural sense, they would motivate people to participate, they would spread on their own, they would ultimately be good for the consumer and the brand.
.-= Scott Karambis´s last blog ..A call for new tools: starting with observations on successful Facebook applications =-.

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