DR4WARD

Introduction to a Few Tools to Help Us Learn, Share, and Work Together

In a previous post I asked Can We Afford Not To Use New Media to Learn, Share, and Work Together? 

The conclusion made in the post is that new communication technologies, the ever increasing pace of change, and global competition require important learning skills today to harness the vast amount of information online and to learn how to share it, discuss it, critique it, and make something new out of it. 

If skills for creativity, communication, and collaboration are needed today than what are some of the basic things we need to get started to do this? A starting point is understanding the big picture on how the separate tools are connected together. Please excuse the language but Marta Kagan asks and answers a great question ....

What The F**K is Social Media?

Understanding Social Media helps us to understand how Web 2.0 new media is used to share information, create and critique information, and to collaborate with others. If students truly learn what they do than what are a few of the new media tools that students can use to get hands on experience with these skills and get started today? 

In the Marketing and Advertising classes I am teaching at Ferris State University we include Google Reader / RSS Feeds, Twitter, YouTube, Google Docs and Blog Comments. Wikis will be discussed in a future post.

Google Reader and RSS Feeds allow blogs and news feeds to find you. Here's how. Are you using RSS Feeds and Readers to have information find you?

Twitter is a Micro-Blog that allows people to share ideas, information, ask questions, collaborate with others and update others on what you are thinking about or doing now. 

Are you using Twitter to share ideas and information with others? Are you finding smart people to follow and learn from?

View SlideShare presentation or Upload your own. (tags: 2.0 social)

Get a free Twitter Handbook to learn What Twitter is all about, Why People Tweet, How best to communicate with people on Twitter and to supercharge your Tweeting.

Google Docs allows you work in teams and share and create documents, spreadsheets, and presentations. Have you set-up Google Docs for an upcoming project or presentation?

YouTube and other video sharing and streaming sites are a new form of expression and communication. Michael Wesch explains why in his "An Anthropological Introduction to YouTube" presentation to the Library of Congress.

The only way to learn how to use new media is to just start using the tools. Most of these are free so there is no excuse to not trying them and experimenting. Use these tools today to start a conversation, share an idea, ask a question, and find interesting people who can help you learn, share and work together.

I look 4WARD to your feedback.

Keep Digging for Worms!

Cannes Lions & Roger Hatchuel Academy After Thoughts

After Thoughts-

Cannes Lions & the Roger Hatchuel Academy were by far one of my greatest education experiences, and my experience there goes beyond just classrooms and lectures.  It was a global social event for creatives; it was a mind blowing broadway show; it was a week long afternoon tea with masterminds of marketing and advertising; a big buffet of opportunity and it was full of fun. 

Roger Hatchuel Academy was the most tiring and exciting week of my life. It was the 6th Roger Hatchuel Academy at the Cannes Lions International Advertising Festival.  RHA was the biggest ever, 35 students from all around the world.  At RHA, Advertising wasn't the only subject we learned, as we have been introduced to industry's masterminds, joined press conferences, discovered top secrets  and were lead by brilliant creatives like Rick Boyko (the new dean) and Clive Challis. Rick is heading the up postgraduate course at VCU Brandcenter, and was in charge of all the creative output from Ogilvy & Mather. Clive is head of the advertising course at Central Saint martins in London.

Every day at Roger Hatchuel Academy was tiring and overloading.  RHA started at 9:30 every morning and we attended non-stop seminars and discussion until 7pm.  I didn't want to miss a thing there, weather it's classes in the morning or fun activities at night.  Yes, I have definitely overloaded with what I have learned, and it lead me to a state of emptiness at the end.  It will take me a while to digest what I have learned there, and it was a good thing for me to take notes for revisiting my memory.

Friendship were so easy to form in RHA in Cannes, it only happens in Cannes and I can hardly see it happening anywhere else.  35 of RHA students instantly became family on the second day.  We used our energy to learn the culture difference and we pretty much grouped together like a multi-nation country. We share thoughts, ideas, or whatever anyone had in mind, and beside the skin color and appearance, we weren't different at all. I feel very much connected to all of the RHA mates, and enjoy the experience of meeting international students.

Roger Hatchuel Academy at Cannes has changed me. Before I came to Cannes, I thought I was good enough for myself, and ready to start up my own business and take over the country.  After seeming so much talent and creative minds from all over the world, I have changed.   I have been crashed and forced to be reborn from a new state of mind.  I realized I wasn't getting ahead of anyone at all, but so much behind.  I still yet have a long journey to go, and so many people to meet, I was glad I made this trip, the trip that refreshes me for even bigger challenges in the future.

Many thanks to friends from Roger Hatchuel, Alfred University, and Dr. William Ward.

-Scott Liao

Looking Back - How Cannes Lions Changed My Life

It's been one day since I left beautiful Cannes and looking back I realized how much I learned. From the seminars about great storytelling to the workshops focusing on a interactive digital experience - Cannes Lions is the place where the creative world comes together to learn from one another. I learned about Ambient advertising, which I never thought of as one of the most effective strategies used by many agencies. Recent strategies like Creative Technology, examples such as Adaptive Media by Real Time Content or the Nike iD campaign by RGA/Nike, are quickly changing how companies create personal relationships with their consumers.

It's amazing to know that as technology evolves, so do the agencies. This whole experience has been incredibly surreal for me. Because of this experience, I am considering applying to VCU Brandcenter for a MBA in Creative Brand Management or Communications Strategy. The advertising world is evolving so rapidly that not taking advantage of the Cannes Lions student package is completely unacceptable. Rick Boyko's Master Class said it best, "The Industry is placing the burden of educating on academia." I strongly feel Universities would be completely disregarding education if they refuse to take part in an amazing experience such as the Cannes Lions. I have learned so much from this experience and I now aspire to become a multidisciplinary. I am now planning on attending the 2009 Cannes Lions because learning plays such an important role in my life. The Cannes Lions has given me a platform to start off on and continue to grow as an aspiring advertiser and marketer.

Until Cannes Lions '09,

It's been a pleasure...Cheers!

Irving Escobar

Reinventing the Art of Story Telling - Cannes Lions

Day 5

Tatil Design (Workshop)
The first workshop I attended today was hosted by Frederico Gelli of Tatil Design. The workshop was titled "Designing Naturally." The workshop focused on one of the fastest growing trends this decade, being environmentally aware. Gelli spoke of the influence the environment has had on the projects Tatil takes on. One of the more important taken from the workshop was that "...Nature is the best place to find stimulation and perfect ideas for low impact solutions that maintain high sensorial [sic] impact." Tatil focused it's projects on creating  products that gave consumers a positive outlook on the future, such as products that were eco-friendly. In order to create these products, Tatil evaluated them on a variety of different levels (Optimum, Cycles, and Interdependence) to create the perfect solution for their clients.  They [Tatil] understand that optimizing the environment develops a strong relationship between consumers and clients that want to do good and reduce their carbon footprint.

Crispin Porter + Bogusky (Seminar)
The first seminar I attended today was hosted by Chuck Porter and Joe Pytka of Crispin Porter+Bogusky and Ajaz Ahmed of AQKA. The seminar was titled "All That Really Matters Is The Power of The Story. If You Are Focused on Anything Else - You Are Wasting Your Time and Resources." The main idea of the presentation focused around the core philosophy that technology is NOT the powerhouse behind effective advertising campaigns, in reality, it is the story that drives the campaign. The purpose of communications is to tell a compelling story. Several ideas that drive stories have been - "Ordinary People Who Become Heroes Make Good Stories," "A Little Shock Value Makes a Good Story," and "Practical Jokes Make Good Stories." One specific example that was shown to the audience was a fan favorite during the 2007 Superbowl. Click here for the video. As Pytka went on to say, "There is no learning without emotion," just as there is no brand recognition without efficient communications. And to the dismay of marketers, "No focus group in the history of the world has ever written a good story," as Pytka stated. Although the digital age has increased the means of how we [Advertisers] deliver our messages, it is not only about going digital - it's about telling great stories that'll leave lasting impressions.

Until next time,

Cheers!

Irving Escobar

From flowers to storytelling - Cannes Lions

Friday June 20, 2008 the morning was wonderful. With a short tweet before heading to the festival I was excited to get the day started. I attended a morning workshop- designing from nature_ or something like that. In this workshop I was exposed to a new way of designing by using nature as a source of inspiration and influence. The duel partnership of the presenters complemented their ideals- a female biologist and a designer, these two discussed their design backgrounds and link it to what they are trying to do now. By using nature as our teacher they feel that designers can learn alot about creating that projects their work with the world not against it. They used many examples of how insects pollunating flowers is a very smart and strategic method. As designers in a world that loves to waste I found their solutions to design probelms very functional, effective and helpful to the current waste problem.

After I stepped out to grab a quick bite to eat I attended the Unicef seminar and it was the most inspiring info session I have been too this whole festival.  Joining up with droga 5 the Tap project is one for the books. If you dont know about this project then you need to find out, it is the simpliest way for anyone to make a bigg impact in another persons life. By donating a dollar 40 children in a thrid world country will be able to drink clean water for one more day. One billion people in the world do not have clean drinking water,  1 in 5 children do not have access to drinking water and 80% of children die because of water related dieases. Tap is saving lifes. I want and need to be apart of companies and organizations that believe in projects like this.

Stephanie Hankins

Nature's Lesson on Design

Day 5, Friday and my last day here at the Cannes Advertising Festival. I started off the day with yet another great workshop. This workshop was called designing naturally and was presented by Frederico Gelli of Tatil Design.

"As design makes its debut in Cannes, this seminar takes advantage of the new ground to discuss the role of simple, clean, intelligent design in the industry. In this context, nature is the best place to find stimulation and perfect ideas for low impact solutions that maintain high sensorial impact. Why not observe how the atmosphere packages the earth, or how the rind of fruits protects their insides, in order to create more clever packaging solutions?"

This workshop was really interesting. Frederico discussed natures strategic design and how it must inspire projects in the future. As designers we have the ability to integrate design and nature. We need to start thinking like nature and create solutions out of the problems.

He discussed natures way of packaging. These are things that i had not thought of, like the way a woman's body packages a baby in the womb, the way a peel protects the fruit of an orange.

As designers we need to take the problems and develop solutions out of them.

Lessons from nature
• Optimum-conserve the most amount of energy.
• Cycles—everything that goes in must come out (waves)
• Interdependence (birds living on other animals)

Federico also showed photography by Peter Menzel
Peter photographed families with all their belongings outside of their houses. Americans, on average have 10,000 items in their homes.

a couple other artists were also discussed.
Justin Gignac , Justin sells garbage in air tight containers.
Brian Jungen , Brian creates art out of everday material, such as white plastic chairs.

The engineering of flowers was then brought up. I never had thought of how complex and important flowers were to our being. Architecture is now becoming heavily based on the principles of flowers. There structure and strength provide a great amount of information on how to build. Using shape, texture and color to ignite all senses and alluse the consumer. An example of this is the design of an apple store on fifth ave.

Attached our my notes from the day. Hope they are informative!!

Download cannes_friday.htm

also...please check out Tap Project

until next time...

Kayla

Roger Hatchuel Academy - Clive Challis Talk

Just to follow up with Clive's discussion yesterday, he introduce us to a "new" idea, and Helmut Krone, the first "modern" art director for VW, Avis, Polariod and Porsche.

The meaning of "new" doesn't mean who you are or what you have already.  You are doing stuff that is in the forefront of today's advertising.  That's not what "new" means at all.  That just means you are a club member or have some ownership to certain things.  You have joined up with the best of them and yours stuff looks like what is considered today to be really hot stuff. The new "NEW" is looking for something that your have never seen before.

The only quality Clive reallly has an appreciation for is newness.  To see something no  one has ever seen before. New is an inspiration that comes late at night, takes hundreds of hours working on an idea, and it means breaking the rules.  Newness is a new born idea that walks out of giant messes, and it's necessary if you want to do something creative. 

To Helmut Krone, "new" has two extreme heads and tails.  "New is when you have never seen before what you have just put on a piece of paper... when a thing is new all you know about it is that it is brand new.  It's not related to anything that you have seen before in your life.  And it's very hard to judge the value of it.  You distrust it and everybody distrusts it." At the other end, "What I have always liked to do is an existing look and give it a half twist, which makes it new - H. Krone

Since I have learned the new definition of "new", I am still trying to adopt the new perspective from Clive.  Which isn't easy, becuase it's not easy to give up what I had, and accept new ideas just in a seccond.

-Scott Liao

The Future of Marketing - Cannes Lions

Day 4

Disclaimer: Unfortunately, today's blog will be rather short due to misplaced notes. Sorry!

Getty Images (Seminar)

The first seminar I attended today was hosted by Moderator Lewis Blackwell of Getty Images. This presentation/forum discussion was titled "Advertising Activism! New Secrets for Going Beyond Propaganda." As mention in many of my previous blogs, the Advertising world is evoling rapidly with the emergence of new technologies. The way consumers are engaged with new media content, whether it be strictly visual or an interactive experience, has given Marketers and Advertisers newer and modern opportunities to engage. A key message taken from the seminar had been, "Advertisers must embrace and align all channels of communications (Both Online and Offline) with an audience whenever, whereever and however the ever-on individual desires." We must be able to work on various levels to create a unison approach to create not only a simple Ad campaign, but also a entertaining one as well.

Cows In Jackets (Workshop)

The first workshop I attended today was hosted by Daniela Kraustsack of Cows In Jackets. The workshop was titled "From Art to Urban Trends: Future Directions of Ambient Advertising." To understand the workshop completely, you must first understand what Ambient Advertising is. Like Guerilla advertising, Ambient advertising utilizes the world as a platform to create an interactive brand experience fused with entertainment. Major cities may very well represent the future of advertising through the interactivity being used to engage consumers. One example mentioned was a Installation with Phillips and the use of light. Phillips Energy utilized a national landmark to get their message of an efficient product. Ambient Advertising mixes these live experiences to reach target audiences in “hard to reach places” and keep the message fresh and clear in their minds on a day-to-day basis. The future of Advertising will rely, as Krautsack states, "...by new mixes of light, architecture, and [mass] media." These relevations will drive the way brands communicate and interact with their consumers daily. The following link showcases many of the different ways brands utlizing natural space to create an out of home experience. Ambient Advertising Media

Until next time,

Cheers!

Irving Escobar

Movemements and Change - Cannes Lions

Thursday June 19 began with much antipication for the activities planned for the day. I entered the festival and completed a morning bloging session. Next I headed to Advertising Activism. This seminar included a pannel of five speakers. Each of them presented strong points of view from their own position in the industry. However, slightly different, they all were after the same goal which was to change and better the world. One speaker that stood out to me the most was Sam Roddick creator of Coco de Mer. <object width="425" height="344"><param name="movie" value="http://www.youtube.com/v/et_MLPJ5vhI&hl=en"></param><embed src="http://www.youtube.com/v/et_MLPJ5vhI&hl=en" type="application/x-shockwave-flash" width="425" height="344"></embed></object>

Sam Roddick is a fiery woman that has a passion for speaking about those women or issues which cannot speak for themselves. Her mother was also an icon woman in the advertising activism industry- her mother was the creator of The Body Shop. Following the foot steps of her mother Sam has raised the bar and conducted many awareness projects, hosted numerous protests, and has spoken all over the world in promotion of these worthy causes. She was really an inspiration to me- a women speaking for women who is really making a difference. After the speech I just had to go speak to her, it was a brief encounter however I did get to give her my business card.

After this I attended the TBWA "The Beauty of Big"- in this seminar I did not find Jean-Marie Dru's speach very helpful. (two thumbs down)

Next I ran to the saatchi and saatchi New Directors Showcase. In this showcase their was a live opening performance and 19 different short films- including a three-D film. This was very inspiring and entertaining. Some that stood out were:Zaramella,schofield,Blu.  After these amazing films I went to Wieden+Kennedy and Coca-Cola- this was so packed that it was hard for me stay focused on the speaker so I left. I arrived just in time to the Art to Urban workshop. It was not what I expected it to be but I did learn some of the new and innovative things the Phillips lighting company is working on and I was really touched. All in all it was a very inspiring day and I am very eager to get back to the states to put my new knowledge to work. I have big ideas-all that have been fueled from the interactions that I have had at this festival.

So- until next,

Stephanie "aka" Nie-lata

Socially and Emotionally Connected - Cannes Lions

Day 3:

42 Entertainment (Workshop)

The first workshop I attended today was hosted by Susan Bonds and Alex Lieu of 42 Entertainment. The presenation was titled "How Game Play, Social Networking and User Generated Content are ReShaping the Playing Field." The world today is connected digitally with one another. From computers to music players, mobile phones to the world platform. The entire world has endless opportunities for Advertisers and Marketers alike to tell stories. The opportunity to tell an interactive experience that is both engaging and entertaining has gained prominence in digital era. "Distributive Narative," as Susan Bonds calls it breaks down the barriers of how audiences are intimately engaged with rich storytelling. No longer are marketing limited by traditional methods of advertising such as Print, Photo, and Audio. ARG's,or Alternative Reality Games allow users to now drive the naratives created by advertisers. This direct engagement of user-participation allows individuals to contribute and build much stronger relationships with brands. Read here for details of their award winning campaign for Year Zero. Year Zero Case Study

Cheil Worldwide (Seminar)

The second event I attended was hosted by speaker Andrew Berglund of Cheil Worldwide. The presentation was titled "A Day in the Life of a YMC (Young Marketing Consumer) in Seoul." In the 21st Century, Korea has been able to emerge as a global leader in the mobile communications era. The mobile phone, as it has also done in American life, has become a significant part of Korea life. Utlized completely through the use of branded services and products such as SHOW Video Call and SHOW Internet, the mobile phone has emerged as a significant tool for connecting to the world. Cheil has allowed users to be engaged with brands through customizable content. Both the technology and culture are connected in YMC life, allowing mobile to enrichen their experiences this day and age.Being able to provide branded services and products that enhance day-to-day experiences allows mobile to create stronger connections to the brand. Mobile is become something more, it has gone beyond a method a communications. It has enhanced everyday life to create a digital platform for these YMC's in Korea.

R/GA and Nike Present (Seminar)

The third event I attended was a seminar hosted by my favorite, Stefan Olander of Nike and Bob Greenberg of R/GA. The seminar was titled "Three Ideas" and dealt with the user connecting to the digital world in a physical world. Nike Id - Making Your Own Shoe. It is important to understand that connecting a digital experience to a physical experience is important for creating lasting relationships to the brand. The convergence of digital and physical has allowed Nike to create engagement with their loyal customers and enthusiasts. Enrichening their experience through customizable and engaging content has placed Nike as a model for strong brand relations this decade. These connections create everlasting bonds that have allowed Nike to emerge not only as a brand, but as a community for consumers to connect with brand and each other.

Until next time,

Cheers!

Irving Escobar