There’s no perfect template for creative briefs. But with the iPad there could well be. This template would be interactive and customizable in real-time – just drag ‘n drop the elements you need. Or download new ones.
The name of this software? iBrief of course.
This. Is. The. Future.
Click on the image to read Matthews thoughts.
This is something I’ve been thinking about recently too. We don’t print out images on our camera any more. When I was back home recently for a weekend, dad took me through a load of old family photo albums from when my brother and I were younger. It was nostalgic, it captured the memories perfectly. I think it’s a shame now with the way things have gone digitally with cameras we lose memories because of the more throwaway nature of it all. If you don’t take the photos off your camera they are in a way lost forever. Then there’s the case of taking all your photos off the camera, putting them on to your computer and your hard drive dying. With the HD dying, those memories do too.
I like it how Polaroid seems to be reinventing themselves, getting Lady Gaga on board etc because I like the concept. Instantly printed photos. But the photo quality isn’t as good as say your conventional 8MP+ digital camera. If Polaroid teamed up with Carl Zeiss and did some super sweet instantly printable photo camera I’d be there like a shot.
Word seems to have made its way around then. Way cool.
So there you go, I’ve said what I wanted to say for a reasonably long time now, I’m joining Dare. For anyone that knows me, a secret like that is hard to keep. As the ever wise Tom Fishburne shows above, we don’t always know entirely what we’re letting ourselves in for but isn’t that exciting. There’s obviously the fear of the unknown, the change of surroundings and the new people, but leaps of faith have to be taken to move forward, to better myself, to keep me on my toes and to take myself out of my comfort zone. I’ve had a fantastic time with my boss @pbizzle, so this was a tough decision but nonetheless the decision has been made.
Tom describes the image like so:
Most careers are not rung-by-rung linear paths. Instead, they involve a series of flying leaps, not knowing whether those leaps will take you up, down, or sideways. Or if you’ll miss the trapeze altogether. Or if there’s even a net.It takes courage to take each leap. And patience when you’re not headed the direction you’d like.It takes courage to take each leap.Thinking about your career in purely a linear way focuses you on all the wrong things and blinds you to the actual experiences along the way. Worst of all, it can make you risk-adverse.
It’s much easier to stand still and be happy where you are and doing what you’re doing. Hey, I am happy where I am and doing what I’m doing. But i’ve always wanted to be constantly developing, being adaptable, taking risks, moving onwards and upwards and making my own destiny. And I guess you only do that by taking leaps of faith.
Risks sometimes don’t pay off. That’s why they are risks.
‘To expose to a chance of loss or damage; hazard’
Here’s one example: The first ‘proper’ job out of Uni that I took didn’t work out. I naively accepted it while I was still at Uni thinking I was clever not to have to worry about months of job hunting. In hindsight I didn’t give myself the time to appraise whether it was the right thing to do. I had a week time difference from finishing Uni to starting work. Within months of starting I was desperately unhappy and found myself questioning what it was I wanted to do, where I wanted to go and how I was going to get there. I’d studied a Marketing degree for 4 years at University which lent itself to the job I was in, within the Marketing team of a large retailer, where I was told that jobs didn’t exist to do with social media. I disagreed. When 4 months later I had quit, I wondered if what I’d studied for my degree was completely useless. Of course it wasn’t but at the time I thought differently.
Licking my wounds I moved to London without a job, just before the economy imploded. Everyone asked me what I was smoking. My parents said I needed to stick at it. But I knew it wasn’t right. It didn’t *feel* right. So I trusted my instinct and took a risk. To thrust myself in to uncertainty in the country’s capital. Even though the job didn’t work out, the life lessons it taught me were invaluable and accelerated my thought processes to get me to where I am now, I firmly believe that.
After a short and highly enjoyable stint at Splendid, working with some inspirational people, I joined the fold at Consolidated PR where I’ve been involved with some brilliant projects, which Paul mentions here in the inaugural company blog post over at Thatsgreatand.com
I’ll paraphrase the post:
In the last twelve months we’ve set up our digital and social media stall here in the Covent Garden office, commenced an agency-wide social media education and training programme and started integrating social media activity into project and retained campaigns for clients in both London and Edinburgh. In this short space of time we’ve delivered digital and social media work for a whole range of brands and organisations – MTV, several parts of the Scottish Government, The Department for Business, Innovation and Skills, learndirect and Mishcon de Reya just to name a few. On top of that we’ve got lots more exciting work on the boil with a number of other clients, and an appetite for more in 2010.
So as is evident, in a year we’ve made great progress.
However, I’ve always held a great curiosity and interest in adland. Paul gave me stick for having a subscription to Campaign magazine. But I always felt at some point I’d move in to it. Don’t ask me why, it was just one of those fate type things I felt would happen. Which leads me wonderfully to my next leap of faith. Dare, the digital agency of the decade.
I’m excited about the new challenge, settling in to the role of Social Media Planner and mixing it up with the web trendies.
Let’s hope it’s an upwards leap on the career trapeze. Wish me luck!
Reposted from janchipchase.com
The following notes accompany a presentation titled Future Social to the 2008 LIFT Asia conference and relates to this post. The slides can be downloaded from here 3MB
Watch a video of the talk Nine Trends Shaping the Future of Social Interaction
You’re tired, you’re looking for somewhere to sit and rest a while and you come across the space pictured below. What can you do here? Can you have a phone conversation? Could you take out a laptop? Do you think it’s OK to smoke here? If it’s hot – can you take your shirt off? What kind of services does this space support? Is it the kind of place where it’s OK to talk with a stranger?
What about this person? If you were sitting there how might his presence affect you? And you decision about whether to stay in this space?
But what if you knew more about him? What if you knew that he has very few friends? Or that he got top marks at a very prestigious university? That he has a poor credit history?
How does your perception of this space change depending on what he’s doing? What if you knew he’s a medical student and he’s revising for his final exams? He’s want to be a heart surgeon… and set up a charity to treat kids… whose parents can’t afford treatment. Or actually watching a adult movie? Or that he’s tracking the final stages of an auction on eBay? Or that right now he’s writing nasty comments about you on the LIFT conference web site? Or more likely that he’s multi-tasking and doing all of these things at the same time
As you’re standing there deciding what to do next – how would your decision making process change if you knew he was going to be there for another 4 hours? Or that he’ll be done in the next five minutes?
The rest of the presentation details nine trends that frame how to consider this design space:
- The first is that ever more of life is pocketable – that you will increasingly be able to carry the tools you use to communicate, entertain, that help you understand where you are, what you want to do next – the very stuff of life in other words. As soon as things become pocketable they end being carried and used in a wide variety of contexts. Within what time frame does what stuff become pocketable? How does allow new ways to connect, to what and whom? And what services can they access?
- With the exception of pure play socially driven services it will always be easier to design something for sole use rather than shared use. Even if sharing an experience through one device is preferred there will be numerous situations where people will end up having serial solitary experiences – being together in the same space, doing the same thing but experienced through different devices.A simple example of this is the way that Japanese mobile phone users add privacy filters to their screen – not only does it make shoulder surfing on the Tokyo subway impractical – it makes it more difficult for two people to watch the same movie. Yes there are exceptions to this – notably when it is desirable to save battery life or when sharing is as simple and delightfully close as sharing headphones.
- That so much more of what we carry is or will be connected – with people, services, the infrastructure around us and other objects we carry. Connected things talk – so what they will talk about? Currently the big shift in this space is whether and how we share location and other rich contextual information, with whom, and with what level of granularity?
- Whilst sharing music, video, intimate details is both inherently human and mostly positive – we have to recognise that when the default is to share then it creates significant social pressure on those that prefer not to since the question of opting out of adopting a technology becomes one whether to opt out of society. You can see it today with late adopters who are pressured by relatives or their employer’s into carrying a mobile phone, but the same applies to any mainstream connected technology.
- The connectivity, infrastructure and increasing sophistication of online services enables us to reduce the time between asking the question and having the answer and at some point we’ll have access to automated and real time associations of people, what they do, their history, and based hundreds of millions of lifetime’s worth of data sets a prediction of what they are going to do next. Of course not just want they want you to know, but all the other stuff that leaks around the edges.
- Technology is being adopted at a younger age by kids who don’t’ share your sense of the right or wrong way to use something. How quickly will your technological and social literacy become niche? How long before you are effectively illiterate?
- That the boundaries such as personal and work life that still exist today will continue to erode. For all our intent to maintain these boundaries the discipline it requires is usually overridden by convenience and to some extent social pressures. The photos show a commuter in on the outskirts of Cleveland answering work emails on the way to the office, and during a study in Iran a participant told us about how whilst women need to wear a headscarf in public – there was a significant leakage in that photos were taken in private without headscarf say on a camera phone and that these were then being handed around amongst friends – consequently eroding social norms.
- That the speed of technological change will continue to increase and that for some services the lifetime will be measured in days or hours.
- That pocketable is just a nano-sized stepping stone to becoming invisible – invisible not in the sense of the designer’s nirvana of a seamless experience, but simply that its technically possible to make objects that are too small or hidden for other’s to see. And that with this – the emphasis on social cues and how we plan to use them becomes even more important.
Related research here.
During the last decade, we’ve seen social and digital media move from being purely the domain of tech-savvy types into a mainstream phenomenon. All you need to do is consider one statistic: Twitter was mentioned on television nearly 20,000 times in 2009, according to SnapStream. As a result, companies are investing in it and – slowly – seeing results.
- The shift to digital technologies by both consumers and marketers is now global and pervasive across all aspects of our life and growing daily.
- Our engagement with each other is migrating rapidly from computer to handset.
- Companies (and organized interests) are just beginning to wake up to the engagement imperative – and how to fund and develop it over time.
- And finally, the future is about carefully using the data people generate to make smarter decisions, while adhering to concerns over privacy.
The social web has created a hyper-word-of-mouth platform that has tipped the balance of power away from brands. As a result, brands are now beginning to realise that engagement is the new communications. In order for a brand to achieve engagement with its stakeholders, it needs to consider the value that their content will deliver, or to frame it from the recipients perspective – what’s in it for me.If the content has high value then not only will the recipient be more likely to engage with it, but they will be more likely to engage in conversation with the brand, compelling them to pass-along the content to their friends because it has social currency.I have identified 5 core types of social currency value; Useful, Entertainment, Monetary, Information and Personal.
Before giving some explanation and examples for each area, it is worth pointing out that they are all channel agnostic, so for example ‘events’ are particularly suited for entertainment. In fact, an event like Barcardi’s B-Live can in itself provide a rich stream of social currency for the digital channel e.g. twitter announcements, flickr photostreams and YouTube channels.1) Useful value is more commonly referred to as brand utilities, so although Nike+ is held up as the ‘daddy’ of brand utilities, there are also a huge numbers of mobile apps that would qualify for this category.2) Entertainment value is more commonly referred to as branded entertainment and it’s interesting to note that typically this is the approach that an ad campaign concept would take. The ultimate proof of social currency is when your content is being remix ed and parodied, as happened with the Cadbury’s gorilla campaign.3) Monetary value is the social equivalent of the conventional sales promotion or PR activity. So it could be a simple voucher like the infamous Threshers’ discount voucher or a competition run in conjunction with an influential blogger.4) Information value, in the form of knowledge and thought leadership, can be produced in various formats e.g. video interviews, slideshare presentations and blog posts (like this one ;). More superficial forms of information, like gossip and conspiracy, can also be adopted.5) Personal value is a particularly interesting currency, as it often provides social currency that is extremely compelling. The global success of reality TV shows, such as Big Brother, and the talent shows such as Pop Idol and X-Factor demonstrate the importance of fame.As the above Venn diagram suggests, there are opportunities to blend various currencies together and if done correctly, produce in a more potent piece of currency. An example of this would be a game (entertainment) which has a leaderboard (fame).It is possible to capitalise on social currency that has already gained momentum by adopting the concept in your campaign – maybe we should call this meme-riding? T-mobile did this very successfully when they rode the flash-mobbing meme with their ‘Dance’ campaign.Key to successfully producing high-value social currency is setting out with the right mind-set at the planning stage and get the right multi-disciplined team together to work on the social currency idea.
Brilliant venn diagram and equally great write up by Steve Sponder.
Yesterday Landon Donovan tore up the right flank of the pitch at the Emirates Stadium and helped his new club Everton secure a draw against my beloved Arsenal. This morning one of the soccer blogs I follow showed this great visualization of Donovan’s impact on the game.
The graph shows Donovan’s completed passes in blue. If you roll across the dots you can see when he passed to which team mate.
The graph is built with the Guardian’s interactive chalkboard which has apparently been around for almost a year. I have to say that I am ashamed that I only found out about this fantastic little tool today. OK, I have been living in the US now for 6 years and I have started to refer to the beautiful game as soccer (mainly because I discovered the other beautiful game of American football). And coverage of soccer in the US media is spotty at best. But that should still not be an excuse for not knowing about this amazing interactive visualization tool.
It uses data collected by UK company Prozone who record all Premier League matches and use that footage to code all data on passes, shots, tackles etc for every player on the pitch. The guardian then build this very easy to use application that allows every aspiring Arsene Wenger (who was one of the early Prozone adopters) to analyze the patterns of the game.
What is probably most impressive about this little application is the ease with which one can share chalkboards with others. This makes it a potentially powerful social media tool. And with most of the coverage of soccer in the US happening on social media, it could be a great tool to educate the US audience on the tactical aspects of the game. Nothing gets America more excited about sports than stats and analysis!
Here’s a great deck to get those thinking juices flowing, another cracker from @bud_caddell across the pond at Undercurrent. Do people say across the pond any more? Well, I just went there. PS Sharing the love Bud, happy birthday..
A few choice quotes:
“Ultimately, semantics fail us when trying to describe the present moment. When is now? Now? Or now? And while we’re on the topic, Morrissey would like to know, how soon is now?”
“Hope and despair are the emotional manifestations of future consciousness. We feel either one based on the predictions we make from passing events.”
“Attention is our scarcest natural resource. And attention is given based on a perception of time and a consciousness of the future”
I found out about this rather swish site for displaying news called Newsmap.jp. It’s brilliant.
To help you get a better idea of what i’m talking about and in true Blue Peter style, here’s one I made earlier.. I’ve just selected UK as the region but encapsulating all topic areas.
Immediately and rather nicely you get a snapshot of what is going on, colour coded by region and interest. Amazing stuff. I can see this becoming quite handy.
Filtered to only include UK technology news this time..
… and here’s another one, just UK sport time. You get the idea. It’s awesome. Go try it yourself now.
I’ve omitted the word ‘influencers’ from the original headline because it still bugs me a bit but nonetheless this is a brilliant compilation of so many varying predictions on 2010 in the one place from some of the biggest movers and shakers. I’m merely there to fill up the numbers obviously and being next to Seth Godin has provided many with much amusement. But I’m all for a bit of self-deprecation every now and then. Hat tip to @tim_whirledge for the original heads up.
Everyone that is featured in the presentation is listed below with their @names, making it easy for you to follow as many as you wish.
Major trends that came to the fore out of all the predictions were:
Mobile, Location, Transparency, Measurement, ROI and Privacy.
Not much new there then for 2010. Mobile, Location and Privacy would be my three to watch in 2010. Transparency shouldn’t even be there because it should happen without a second thought. But in 2009 we have seen and still in 2010 we’ll continue to see ideas, campaigns and executions which will pretend to be something they’re not / mislead consumers in some way or fake its roots and originality. Sometimes it is purely for the sake of controversy and to get people talking about it but other times you wonder who initially thought it would be a good idea and then how it ever made it in to the public spheres.
It was concluded that 2009 did not meet expectations. What should we expect in 2010?
In this report, the 2010 Social Media trends are foretasted by:
@petecashmore PETE CASHMORE Founder, CEO Mashable
@armano DAVID ARMANO Senior Partner, Dachis Group Author, Logic and Emotion
@chrisbrogan CHRIS BROGAN President, New Marketing Labs
@peterkim PETER KIM Managing Director, N.America Dachis Group
@seth SETH GODIN, Bestselling Author, Entrepreneur & Agent of change
@litmanlive MICHAEL LITMAN Social Media Strategist Consolidated PR
@tamar TAMAR WEINBERG, Community & Marketing Manager, Mashable
@johnbattelle JOHN BATTELLE Founder & Chairman Federated Media
@mariansalzman MARIAN SALZMAN President, N.America Euro PR, Trend Spotter & Author
@mzkagan MARTA KAGAN Managing Director, US Espresso- Brand Infiltration
@danzarrella DAN ZARRELLA Social & Viral Marketing Scientist HubSpot
@emarketer eMARKETER Digital Intelligence
@drewmclellan DREW McLELLAN Founder and Author The Marketing Minute
@idc CAROLINE DANGSON Digital Marketplace Research Analyst IDC
@jasonfalls JASON FALLS Social Media Strategist Social Media Explorer
@charleneli CHARLENE LI Founder Altimeter Group
@gauravonomics GAURAV MISHRA CEO 2020 Social Online
@marc_meyer MARC MEYER Principal Digital Marketing Response Group
@emarketer JEFFREY GARU Senior Analyst eMarketer 2010
@jimmy_wales JIMMY WALES Founder Wikipedia
@alecjross ALEC ROSS Sr Advisor -Innovation State Department
@CraigNewmark CRAIG NEWMARK Founder of Craiglist
@scobleizer ROBERT SCOBLE Technical Evangelist Rackspace
@dmscott DAVID MEERMAN SCOTT Marketing Strategist & Author World Wide Rave
@roncallari RON CALLARI Social Media
@ravit_ustrategy RAVIT LICHTENBERG Founder & Chief Strategist Ustrategy.com
@equalman ERIK QUALMAN Author Socialnomics
@pgillin PAUL GILLIN Writer, Author & Social Media Consultant Principal
@adambroitman ADAM BROITMAN Partner & Ringleader Circ.us
@cbensen CONNIE BENSEN Director of Social Media & Community Strategy Alterian
@mikearauz MIKE ARAUZ Strategist Undercurrent
@nenshad Nenshad Badoliwalla Co-author Driven to Performance
@adamcohen ADAM COHEN Partner Rosetta
@danielwaisberg DANIEL WAISBERG Head of Web Analytics Easynet
@communitygirl ANGELA CONNOR Journalist & Community Strategist
@trendsspotting TALY WEISS CEO and Head of Research TrendsSpotting.com
I love presentations like this. An absolute breath of fresh air. Gone are your typical bullet points and times new roman font and here you have a brilliant case in point that hammers the message home, less is more. The words are touchpoints, they aren’t everything, you still want to find out more instead of being bored to tears.
Someone said elsewhere that “Every interaction with the consumer is essential and can make a difference. Brands need to fit into the life of people.”
The idea is that in a world with an unlimited amount of brand touchpoints, some in a brands control and many not, and the fact that consumers can interact with a brand whenever and wherever they want to, every touch matters. I credit the birth of this idea to David Armano and his Micro-Interactions presentation.