LiveBlog Interact08, cont’d: Creativity
Pith load from panel on creativity
“Creativity is not being a designer or programming, it’s the ability to solve a problem.”
Joanna Champagne, National Gallery of Art, on government use of social media
In process of expanding digital programs. Why not still use the “best architects” in the digital program? We want a website that does the same thing.
Must be true to the spirit of our founding…Andrew Mellon! How do we make the digital world that’s. . .as solid and fundamental? He said: “This is a new relationship between paint and stone.” We want to give the gift again in the digital world.
Website hasn’t been touched in 10 years. How to be true to the mission in the digital environment? Ideas:
Pilot and Play. It opens doors, sounds unthreatening.
Launched a mobile tool, a cellphone tour, to learn where the audience is geographically–and to provide a remote way to tour the museum. “Endears” people to the collection.
Example two: Interactive tables–touchscreen in the midst of the exhibition hall.
Iterate until you have enough successes to win support.
Be Yourself Online. Even for government organizations.
Postal service site is “gorgeous,” partnered with John Adams and Star Wars. Department of Education also very good. “Improve morale” as image of agency is transformed via consumer-facing web.
Leave the Building. Hard to get outside the office.
Put reprints outside on walls to literally get out of building.
Use Facebook. So many museum sites on Facebook–it’s become a forum for museum insiders to connect and share good ideas.
Nick Law, Creativity in the Digital Age
Two examples of leveraging user involvement with technology to elevate the brand experience.
NikeID.com: User-generated shoes, online. Not a matter of art director and copy writer going off somewhere. It’s about creating an interface–needs to be emotional, have brand texture to it.
NikePlus: Links music [iPod], athletics [running], technology [sensor in shoe] and social community [web interface for events, personal information, real-time dialog, sharing information, post-race creativity]. 780,000 ran a 10k with NikePlus, linking this all.