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in the age of social media 




edward boches
chief crea0ve officer
edwardboches.com
BRUINS FANS RULES

WIN TICKETS, MEMORABILIA AND FAME
Social media is about getting
others to tell our stories for us
It’s about inspiring them
to actually write and
create those stories.
It’s about inventing experiences that turn
into new stories.
listen
ENGAGE
inspire
b u i l d
MOBILIZE
7       7
7

    7


        VII
consumers want more par0cipa0on 
and even control
embrace crowdsourcing


give up some control


build in memes
we want to do business with 
a person,not an ins0tu0on
learn social media protocol


put a face, not a logo at the forefront


tap into employee enthusiasm
our rela0onships with media are 
more complex than ever
know what mode your consumer is in


be crea0ve and engaging


take your content to your customer
a@en0on is 
the new scarcity
offer value in return for a@en0on


stand for something


make yourself findable
expectations 
are higher
give people flexibility to apply judgement


build a be@er user experience into everything


surprise people when they least expect it
there’s no such thing as perfect.
         only perfects.
enable customiza0on


create mul0ple versions of messages 
and product


create lots and lots and lots of things
the MP3 is good enough.
fast/easy/portable/accessible


don’t waste money on the wrong things


learn to be agile
engineer your presence
                social content                                                        blogosphere
                                                                Channel
                                                               content is
                                                             promoted and
                                                               posted to
                                                                 blogs.




search          Channel content is
                                     Profiles drive traffic    Profiles are
                                          to the content     promoted to                   Original branded 
                posted to profiles.
                                               channels.       the blogs.
                                                                                           content and u=lity

                                                                        Blogs will drive
                                                                          traffic and
                social networks                                        members to the
                                                                           profiles.
                                                              Friends and fans
                                                                  join your
                                                                  network.
1
invite your community to create with you
2
connect your customers to each other
3
create mashups
4
turn analog events into digital ones
timberland job site thing
5
start your own network
6
give your customers a microphone
7
build in memes
8
redefine the medium
9
remember your product isn’t your product
10
give your brand away
11
embrace crowdsourcing
12
believe in the power of small
new horror mov   ie "Paranormal
(CNN) - The
       ty" could be fillin g movie studio
Activi
    keting departme    nts with fear.
mar
$11,000 film rakes in $7 million in one weekend
learn what an API is what you can do with it


make friends with a developer, the future isn’t about 
messages it’s about u0lity


get Google to give you a presenta0on on what’s possible



get over your fear of crowdsourcing
change the make up of your crea0ve team



stop thinking that crea0vity means a clever message 



develop alliances, you can’t do everything yourself



experiment experiment experiment
go forth and
CREATE
thank you

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Creativity in the Age of Social Media