Comments on: Creativity in the age of social media http://edwardboches.com/creativity-in-the-age-of-social-media Marketing ideas for navigating a consumer driven world Fri, 10 Feb 2012 03:00:20 +0000 hourly 1 http://wordpress.org/?v=3.3 By: Weekly Social Links: October 4, 2009 | UpYourSocial http://edwardboches.com/creativity-in-the-age-of-social-media/comment-page-1#comment-1899 Weekly Social Links: October 4, 2009 | UpYourSocial Mon, 05 Oct 2009 00:17:56 +0000 http://edwardboches.com/?p=2010#comment-1899 [...] Creativity in the age of social media | Creativity_Unbound [...] [...] Creativity in the age of social media | Creativity_Unbound [...]

]]> By: edward boches http://edwardboches.com/creativity-in-the-age-of-social-media/comment-page-1#comment-1748 edward boches Thu, 24 Sep 2009 21:04:42 +0000 http://edwardboches.com/?p=2010#comment-1748 Guy: Well put. Love that quote. “Great brands are no longer the ones that are the best storytellers but the ones that the best stories are being told about." Up there with, "Advertising is what you say about yourself, social media is what people say about you." Or as Garfield says, "The Chaos Scenario." Guy:
Well put. Love that quote. “Great brands are no longer the ones that are the best storytellers but the ones that the best stories are being told about.” Up there with, “Advertising is what you say about yourself, social media is what people say about you.” Or as Garfield says, “The Chaos Scenario.”

]]> By: Guy Gould-Davies http://edwardboches.com/creativity-in-the-age-of-social-media/comment-page-1#comment-1747 Guy Gould-Davies Thu, 24 Sep 2009 20:50:00 +0000 http://edwardboches.com/?p=2010#comment-1747 The CEO of Carat said it well I thought: "Great brands are no longer the ones that are the best storytellers but the ones that the best stories are being told about". This reflects the central shift of the dynamic between brands and people. Brands now have to build differently, to deliberately create the space and inspire people to occupy it; today is an age where people want to fashion the brand in their own image, for their purposes, to fulfill their aims and to share that joy and meaning. When a brand becomes woven into other people's personal narrative it has achieved a status, significance - and one might posit longevity - that rises well beyond a regurgitatation of what a brand says it wants to stand for..... Thanks for the effort you put into C U. It is well worth it... .-= Guy Gould-Davies´s last blog ..<a href="http://openfridgedoor.blogspot.com/2009/09/drinking-beer-helps-make-decisions.html" rel="nofollow">Drinking Beer Helps Make Decisions</a> =-. The CEO of Carat said it well I thought:
“Great brands are no longer the ones that are the best storytellers but the ones that the best stories are being told about”.

This reflects the central shift of the dynamic between brands and people. Brands now have to build differently, to deliberately create the space and inspire people to occupy it; today is an age where people want to fashion the brand in their own image, for their purposes, to fulfill their aims and to share that joy and meaning. When a brand becomes woven into other people’s personal narrative it has achieved a status, significance – and one might posit longevity – that rises well beyond a regurgitatation of what a brand says it wants to stand for…..

Thanks for the effort you put into C U. It is well worth it…
.-= Guy Gould-Davies´s last blog ..Drinking Beer Helps Make Decisions =-.

]]> By: What’s Missing In Your Social Media Program? http://edwardboches.com/creativity-in-the-age-of-social-media/comment-page-1#comment-1723 What’s Missing In Your Social Media Program? Wed, 23 Sep 2009 22:41:45 +0000 http://edwardboches.com/?p=2010#comment-1723 [...] message that came out of the, you guessed it: STRATEGY.  I happened upon a post by Edward Boches, Creativity in the age of social media. Bam! Edward hit the nail on the head. He says that in social media’s infancy, the the [...] [...] message that came out of the, you guessed it: STRATEGY.  I happened upon a post by Edward Boches, Creativity in the age of social media. Bam! Edward hit the nail on the head. He says that in social media’s infancy, the the [...]

]]> By: edward boches http://edwardboches.com/creativity-in-the-age-of-social-media/comment-page-1#comment-1719 edward boches Wed, 23 Sep 2009 10:42:56 +0000 http://edwardboches.com/?p=2010#comment-1719 DJ: I think a lot of these do that. For example, Chalkbot enables messages that are moving. Facebook/CNN let us into the moment. Unfriend a FB friend had a fun, mischievousness to it. Your comment is spot on: "if the audience doesn’t feel connected, there won’t be a conversation." Nor will the experience be very memorable. Still, I think the greatest space to explore is putting the creation of emotional interaction more and more in the hands of the community itself. That is the social web, yes? DJ:
I think a lot of these do that. For example, Chalkbot enables messages that are moving. Facebook/CNN let us into the moment. Unfriend a FB friend had a fun, mischievousness to it. Your comment is spot on: “if the audience doesn’t feel connected, there won’t be a conversation.” Nor will the experience be very memorable. Still, I think the greatest space to explore is putting the creation of emotional interaction more and more in the hands of the community itself. That is the social web, yes?

]]> By: edward boches http://edwardboches.com/creativity-in-the-age-of-social-media/comment-page-1#comment-1718 edward boches Wed, 23 Sep 2009 10:38:45 +0000 http://edwardboches.com/?p=2010#comment-1718 James: Great. Thanks. Am hoping to get more ideas from more people, along with examples. I am meeting with Google in another week or two for a full-blown overview of all that they do or can enable in the creative space. Really looking forward to it. In the meantime, agree that this is a really good example as well as a way to think about this subject. James:
Great. Thanks. Am hoping to get more ideas from more people, along with examples. I am meeting with Google in another week or two for a full-blown overview of all that they do or can enable in the creative space. Really looking forward to it. In the meantime, agree that this is a really good example as well as a way to think about this subject.

]]> By: edward boches http://edwardboches.com/creativity-in-the-age-of-social-media/comment-page-1#comment-1717 edward boches Wed, 23 Sep 2009 10:37:11 +0000 http://edwardboches.com/?p=2010#comment-1717 Michael, Some good points. Agree that you can take old marketing skills and apply in the new space. But surprisingly so many people don't get it. Have spent lots of time recently with ex-colleagues interested in learning the new stuff. They're mindset of simply making a spot, controlling the message is so rooted in their DNA they have a hard time getting the idea of conversation, sharing, co-creation, CGA, etc. As for MadMen, am well aware of that detail. As stated, they were lucky they made the decision they did. But my real point is why can't that be initiated by the brand to begin with. Give products and characters away actively. But thanks for pointing out as not all readers may know. Hope all is going well with Gatherme. Michael,
Some good points. Agree that you can take old marketing skills and apply in the new space. But surprisingly so many people don’t get it. Have spent lots of time recently with ex-colleagues interested in learning the new stuff. They’re mindset of simply making a spot, controlling the message is so rooted in their DNA they have a hard time getting the idea of conversation, sharing, co-creation, CGA, etc.

As for MadMen, am well aware of that detail. As stated, they were lucky they made the decision they did. But my real point is why can’t that be initiated by the brand to begin with. Give products and characters away actively. But thanks for pointing out as not all readers may know.

Hope all is going well with Gatherme.

]]> By: edward boches http://edwardboches.com/creativity-in-the-age-of-social-media/comment-page-1#comment-1716 edward boches Wed, 23 Sep 2009 10:32:26 +0000 http://edwardboches.com/?p=2010#comment-1716 This is a whole new trend, Mona. No doubt we will hear debate around this as to whether execution and timing and distribution are "creative" but the fact is they are. Goes back to your point of "who" is creative. One of my pet peeves is the adherence to old definitions: message based creativity, story-telling creativity will always be great. But what is the story. In the case of CNN/Facebook, the story was the conversation. CNN simply created a platform on which the story could unfold. This is a whole new trend, Mona. No doubt we will hear debate around this as to whether execution and timing and distribution are “creative” but the fact is they are. Goes back to your point of “who” is creative. One of my pet peeves is the adherence to old definitions: message based creativity, story-telling creativity will always be great. But what is the story. In the case of CNN/Facebook, the story was the conversation. CNN simply created a platform on which the story could unfold.

]]> By: DJ Capobianco http://edwardboches.com/creativity-in-the-age-of-social-media/comment-page-1#comment-1713 DJ Capobianco Wed, 23 Sep 2009 04:41:39 +0000 http://edwardboches.com/?p=2010#comment-1713 With TV spots, the goal is to provoke an emotional reaction. Perhaps the reason most online social content feels trite is because that mentality hasn't yet been extended to the medium—we still need to make the audience laugh, cry, etc. on Facebook to ensure they remember our page. It doesn't matter how big we make the "ShareThis" widget; if the audience doesn't feel connected, there won't be a conversation. The Iranian avatars allowed its supporters to feel like they were part of a greater movement, and (obviously) had an element that made the groundswell visible to everyone. I think President Obama's online campaign (and offline, Lance Armstrong's Livestrong bracelets) succeeded for the same reasons. Is there a way to replicate those elements from non-profit campaigns and make them work for brands in the social space? I'm not sure. But I have enjoyed and learned a lot from following the #smcreative hashtag on Twitter! .-= DJ Capobianco´s last blog ..<a href="http://mediabean.net/2009/09/22/civility-online/" rel="nofollow">Civility in an Online Age</a> =-. With TV spots, the goal is to provoke an emotional reaction. Perhaps the reason most online social content feels trite is because that mentality hasn’t yet been extended to the medium—we still need to make the audience laugh, cry, etc. on Facebook to ensure they remember our page. It doesn’t matter how big we make the “ShareThis” widget; if the audience doesn’t feel connected, there won’t be a conversation.

The Iranian avatars allowed its supporters to feel like they were part of a greater movement, and (obviously) had an element that made the groundswell visible to everyone. I think President Obama’s online campaign (and offline, Lance Armstrong’s Livestrong bracelets) succeeded for the same reasons. Is there a way to replicate those elements from non-profit campaigns and make them work for brands in the social space?

I’m not sure. But I have enjoyed and learned a lot from following the #smcreative hashtag on Twitter!
.-= DJ Capobianco´s last blog ..Civility in an Online Age =-.

]]> By: James http://edwardboches.com/creativity-in-the-age-of-social-media/comment-page-1#comment-1712 James Wed, 23 Sep 2009 04:38:51 +0000 http://edwardboches.com/?p=2010#comment-1712 I think we will see the greatest growth, most interesting ideas and most valuable emergence of creativity in software that doesn't feel like software -- software that either does one small thing perfectly well or that creates a platform for a larger human behavior. For example, the recent use by Monopoly of Google Maps to play the property-baron game in the real world. Buying property around your own house made the game far more interesting to both play and watch. It's one of 87 examples in Google's Experiments in Digital Creativity presentation: http://blog.adhack.com/2009/09/22/google-experiments-in-digital-creativity-slideshow-presentation/ Whether these uses are 'platform' or 'application' matters in the execution, but the two feel increasingly interchangeable to the participants. And I also think advertising has a ton of innovation left to offer in creativity, particularly in how creativity migrates between media and finds its level in a feeder system that factors in cost, context and effect to match the right creativity to the right use. .-= James´s last blog ..<a href="http://blog.adhack.com/2009/09/22/something-is-sideways-on-adhack/" rel="nofollow">Something is Sideways on AdHack</a> =-. I think we will see the greatest growth, most interesting ideas and most valuable emergence of creativity in software that doesn’t feel like software — software that either does one small thing perfectly well or that creates a platform for a larger human behavior.

For example, the recent use by Monopoly of Google Maps to play the property-baron game in the real world. Buying property around your own house made the game far more interesting to both play and watch.

It’s one of 87 examples in Google’s Experiments in Digital Creativity presentation: http://blog.adhack.com/2009/09/22/google-experiments-in-digital-creativity-slideshow-presentation/

Whether these uses are ‘platform’ or ‘application’ matters in the execution, but the two feel increasingly interchangeable to the participants.

And I also think advertising has a ton of innovation left to offer in creativity, particularly in how creativity migrates between media and finds its level in a feeder system that factors in cost, context and effect to match the right creativity to the right use.
.-= James´s last blog ..Something is Sideways on AdHack =-.

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