Block Zero Stage | Open Web Reshaping Marketing

Captions as YouTube publishes them, usually machine-generated, so product and people names can be misheard.

1. 0:08

   okay so we all know these guys right um and pretty much nothing has really changed since the advertising industry really started and sure now we have more color sure now we have uh more women and position of powers but really it's the same people on the top telling us what to eat uh what to dress what to like and I think now it's changing for for the first time in many years and that is um

2. 0:40

   because of the open web and we have tools that are drastically changing that so I use these three tools um to mainly the the main thing is the decentralization of creative uh decisions so I oh and that's when you'll be able to hear hopefully I was Li enough for that introduction okay so decentralization of creative decisions so I Tred to build brands that are really from the community by the community and I I've

3. 1:20

   been coming up with strategies to try to to Outsource the decisions of the the created from the community or the users itself then I use AI for image generation there's other ways of using AI for Content but I will talk about the image generation one and onchange metrics which is how we can use the on change to actually measure our um efforts in marketing so really what I do with the creative decisions decentralization idea is that when I come up with the brand ID

4. 1:52

   what I call the soul searching uh this used to be done in a room uh full of uh the CEOs or the founders or the creative directors uh but now I try to make the same Workshop applied in the community so I have try many ways but basically I formulate the right questions because of course these people are not used to having these conversations so the the question has to be done in a way that is

5. 2:17

   easy to understand then a spreading the world is quite hard because of course not everybody's used to this new idea so I relied on the social Community the socials and the community managers a lot for that and um processing data it's also very important so the way that I've done this uh is that I first like open a mural board because I just I was sort of copying the same system that I used to do in with the executives um it was a bit messy and the

6. 2:48

   way that I finally did it was that I did it on change with a easy pool on social media and I asked open questions like three or four open questions about in this case was for she is near who would we be if we would who who what kind of personality Trace would we have if we were a brand um what kind of things do do you want a she here to do for you Etc and then I put all those questions I read them and I pull up all the most important like words here and there and I put them in clusters and from those

7. 3:22

   clusters I sort of took out the main points so people wanted this Persona to be smart charisma IC empathic courageous ambitious inspiring powerful and fair but from that we can also have certain variations of this Persona so one of them was a person that embodies all of this but is also have a side of femininity hasn't lost any of the femininity uh and I thought uh of Emily in Paris I think that she embarr that very well then uh we also want to be

8. 3:53

   another version of is more a tech savvy person a de a ner and so I thought about um Amy from by Theory and then the other case was um very professional as well so I think uh Michelle Obama is De and way more but she also embodies the professionalism and everything else so from that I develop the brand like how is it going to look and feel and I'm not going to go in detail into each decision because um that will take me a long time uh but the main point is

9. 4:24

   that I put this on change for people to vote and we got this one so now we have a brand that is um done by well not done by the community but it's based on what the community told me they want to see and and the voice and the manifesto we're going to write are all based on the things that they told us and who we are and the values and and what are we going to achieve which is near okay so AI so AI the most beautiful thing about

10. 4:55

    AI is that anything that you can imagine is possible Right uh we have this amazing technology and and thanks to this just like your mind is is your own limitations it's very cheap and easy don't let you tell you that oh it's really hard you have to know how to use prompts no it's really easy like you anyone can do it it just takes a little bit of practice but it's really easy and cheap and fast of course very fast because if we wanted to do a big like

11. 5:21

    photo shoot production that will take weeks of planning and that will take a lot of budget so now it's really easy so what is bad about it that is hard to get to get similar results and that is of course if you're building a brand you want to have the same feel exactly the same characters and it's not possible yes but I'm pretty sure they're going to figure it out this technology is super brand new and I'm going to show you like how I try to avoid that then bias it's

12. 5:47

    super biased and it's super sad I'm going to tell a story so I uploaded my picture and I told AI to make me look like a creative director because that's my role and it made me into a man so he put me mustache and and everything and I was like oh my god seriously like it just can't compute that a woman is a creative director so I have to put make me a female creative director so then it give me the right results so yes it's

13. 6:10

    very biased we have to work all on that all of us but it's just something that you have to know that that happens and it can become very genetic now I see everywhere this magical like door in the middle of the forest like it's really cretive but at the same time people is making sort of like the same decisions and it's looking quite the same so I'm going to show you how to avoid that okay so this is one example of of how I use

14. 6:34

    it for uh women in web3 change makers and the way that by uploading a picture of the actual person then it give you a result that it cannot be copied it's not genetic right um and we got these amazing beautiful high production uh images that would have been really hard if we would have contact the women all over the world and tell them we're going to make a shooting that photographer is

15. 6:58

    going to come it's just really possible and thanks to this is just it's very easy okay so brand characters I tried for example if you prompt it good enough with a lot of details you can get almost the same character but it's not I mean I know that if I would have hired a 3D render this illustrator they would have been able to exactly make the same character with nothing and with books um but I am pretty happy with this reson is pretty close for for what we have I mean it's basically for free so yes sure and I'm

16. 7:31

    pretty sure then in the future you're going to be able to pin that and you're going to be able to change it so this is how you do it okay other things that are really good to do and another examples is I use I use it to create stbs for NDC uh so that you can give it to people and it's very cheap to to do this and if you prompt it good enough you can see there's there's the same feel to it um so I think it's it's a good very good

17. 7:55

    way also like dreams can come true you don't have to wait for Mar to get a bit more work and make women or make people of color Heroes you know and you can use this images and spread it around and so everybody can this is the new Norm so it's it's really good okay on change metrics so let's put an example right let's say that this created brand that I talk about was a th000 pounds obviously or dollars it's obviously not that but just a round number and so let's say 30

18. 8:25

    people asked the qu responded to the questionnaire 50 people voted for the final and then I minted them an N stb to thank them and so that is 130 transactions right there and if you divide it by the budget you can say the 7.9 or eight US dollar what's the value of this brand um work process it's it's been really hard for marketeers to come into the space and tell the that the tech people believe us you know brand is important because the value is not easy to to transform well this this is the

19. 8:59

    metric that I'm using to say exactly how invested the people was in this process um by using Tran and chain and so that's all that I wanted to say if you have more questions uh just uh hit me up my that's my telegram Le Lex laon and if you want to see more work that I have done go to near studio.com here hold them