Edward Boches presentation on the future of advertising
A man of his word, integrating everything he does to a social media platform, he come to present his ideas and asks for our participation. He used twitter as a research tool to see what our age group through about the future of advertisement and media then compared it to the CATFOA event later that evening. I was lucky enough to see both presentations and gained new ideas from the second one after I had some time to digest the first one.
I found his points very interesting on how we need to become both the curator and the choreographer. This was very interesting me me on the level of social media and integration. His other predictions also included crowd sourcing will grow, whoever hires the best digital talent will rule and creativity will matter more then ever in how we use what we already have. I like what he had to say about getting the conversation started and showing how we already have been doing this through facebook and sharing ideas through social media. We are the generation where the advertiser is no longer selling directly to us but to a wide range and getting the conversation started about products. We now show our power over them with what we do on the internet.
He also listed a plethora of great resources and examples to look into like,
-the lemonade movie/ documentary
-Malcolm Gladwell: What we can learn from spaghetti sauce- amazing and have scene a few times before
-poptent - crowdsourcing web site
-boxee for I-phones
-live frye for I-phone
-wine library TV - $300 camera and a idea to talk wine.
These are all applications we need to be looking into and whats successful about them and how they have been used. the example edward gave about a mans dream to have tacos with korean barbeque sauce (koqi tacos) and how he had no advertising just a i-phone and twitter to tell his customers where to find him. How simple is that? he made a name and a career for himself off some silly web app to let people know how to find him and it worked!
During his presentation at both MCAD and the Fine Line he was asking people to participate in a online tweet with a series of questions he asked during the presentation. He was going to take all the tweets and make some stats based form our ideas. Sadly the I-phone is not available for Verizon yet so i was not able to instant tweet during the presentation. I took down some notes and thoughts from the presentation.
Brands should be nice. Just be nice.” Nice.
community is the new source for content.
target + conversation + creative
Whoever hires the best digital talent will win. The best talent can see the problems from many perspectives.
crowd sourcing will grow in popularity
creativity will matter more then ever
"We used to watch. Now we create." ~ "Community is the new source of content."
"People will fan a brand on Facebook, but they won’t ever visit the fan page."
After scrolling through Edward’s blog I found myself asking more questions and raising questions towards why we do certain things and the way we respond to brands. I like how his posts and articles raised some questions that would lead you into your own theories and continue searching the web for answers or others thoughts on trends. For example using Twitter, you can pose a question on something you find and maybe get some responses on it. Some people live off this stuff and gets the conversation started over brands, in return we generate the “buzz” around them. he raises the question, WHAT ARE YOU DOING TO MAKE SURE YOUR BRNADS LOVED? I love this, it gets creatives thinking of whats next and how to mix things up a bit. This man knows and loves what he is doing. Look at his site for starters, ways to engage yourself with edward as a brand. Live feed from twitter on the right side, links to everything he talks about, connections to all his online presence. I might as well connect right now, I want to keep up to date with the conversation thats going now. As a young creative coming into this changing world, I need a base for my own thoughts and will be up to speed with the now. The blog and web page are great resources to get some insight on others ideas and thought process. Its a good idea to view some current ideas and work before diving into something on your own.
Mullan is doing an interesting thing in regards to the super bowl and twitter. They created a hash tag for the event and the brands people will be talking about. The hash tag #brandbowl is open to everyone on twitter and will be tracked through a live feed on the games hyped commercial spots. Its a unique situation with a our era of TV advertisement and connecting it with social media sites. Edward states, “the game is the last big common media experience we share anymore; we know that everyone else will be hearing and watching the same jokes as we are. Perhaps it’s because we relish the fact that for one night every advertiser out there will actually attempt to entertain us, rather than insult us with the idiotic messages that interrupt most programming.” We get entertainment from AD’s? in return we buy their products and talk about what they did for the super bowl, but why dont they just do this all time with the TV space thats left? Now its all moved online to be laughed about again with others on the web. The conversation has been started and organized about hot brands this year. Its more of a conversational piece now and where we are going with brands of the future. Brands no longer tell us this is right and what we need to have, they suggest more to us and open the door to our thoughts and ideas, they know we are the mass consumer and with instant gratification of the web, communication has never been easier. The feed on this is wild, there are so many updates going #brandbowl
If I wanted to be hired by Mulla I would get started today. If I want to be heard and have any sort of backing behind what i think and create, I would start now. I know I have already done this by having my social media sites, but the question we all should ask if we are using them to their full potential? Is everything up to speed and accurate? Do we do more then just tweet our day to day lives. You out yourself out there when you do anything online, people notice and can find you. Its the changing of times and the interaction we now have with one another online. You just need to participate and know whats going around you. There is a lot of great information out there, you just need to pay attention. I like the example I found from Edwards blog from a agency in London called Poke. I would follow what they have to say or as they say “the rules” Here’s the rules:
1. “Passion and enthusiasm count for a lot at Poke” We’re always looking for brilliant people. Contrary to popular belief there aren’t that many truly great people in the world. If you’re one of them we’d love to hear from you. But in order to be truly amazing (in our eyes) you have to be humble too, so you probably wouldn’t see yourself as amazing. That’s our little Catch 22.
2. If you want us to get excited about you, be excited. Passion and enthusiasm count for a lot at Poke.
3. If you’re constantly unsure about what you want to do or what your role is, as long as it’s channelled in a positive way we like that. People who don’t fit in traditional boxes make for a more exciting world.
4. If you’d like to work with Poke don’t assume that you’re going to see an advert on the website. Send us a mail if you’re look for a permanent job, freelance work, or an internship. A link to your blog, portfolio or something you’ve done is quite often much more useful than a CV. poke online// http://www.pokelondon.com/working-with-poke/
I would show my excitement through my work and keep things updated and changing, its a fast pace world and Im sure they would see that in a new candidate for Mullen. Fresh new thinking from a new generation of creatives, we grew up in the times of i-phons and twitter, we should know it best and now be able to take it an mold it like dough. Woody Allen was right when he said “Ninety percent of success is just showing up.” MORE// Another sight and podcast I listened to this week was from Jesse James Garret, he talked about his nine pillars of success. Its some good insight and a strategic way to tackle a project based on user experience. Just a side not if you have some time to check this out.