Connection planning reloaded - reimagining media and campaign planning in a programmatic world

Connection planning: rebooted

Gearóid ‘Ged’ Carroll

Let’s go back in time: Should we separate art and science?

*Which begat media agencies Yes*

Media as container analogy

Everyone saw that it was good…

Ok, ‘Rowdy’ Roddy Piper didn’t

I would have gotten away with it if it wasn’t for you meddling kids…

Sir Tim Berners-Lee

Dramatic change wasn’t immediately

apparent

Creativity went outside the box, and started to make new types of boxes

Ilovebees for Halo2

Connection planning

But as an industry we often just made marketing noisier

Human factors

You mentioned a reboot?

The science part of the equation is reaching a point-of-inflection

Need to stop creeping the consumer out…

Hierarchy of social marketing interactions

Being civil

Being nice

Being human

Being useful

Win: Win: Win

Intent rather than interruption Intent

- Search - Share - Communicate - Be entertained - Be creative - Influence others

Query Filtered through: - Trusted web - Google | Bing-Yahoo! | Naver | Baidu - Vertical search - Site search

Destination User chooses destination based on: - Content - Credibility - Trust

Interaction - With other users - Brands - Organisations

Intent rather than interruption Intent

- Search - Share - Communicate - Be entertained - Be creative - Influence others

Query Filtered through: - Trusted web - Google | Bing-Yahoo! | Naver | Baidu - Vertical search - Site search

Destination User chooses destination based on: - Content - Credibility - Trust

Interaction - With other users - Brands - Organisations

Intent rather than interruption Intent

- Search - Share - Communicate - Be entertained - Be creative - Influence others

Query Filtered through: - Trusted web - Google | Bing-Yahoo! | Naver | Baidu - Vertical search - Site search

Destination User chooses destination based on: - Content - Credibility - Trust

Interaction - With other users - Brands - Organisations

Moving the planning process From To Media plans User engagement R/F Relevant context Mass audience reach Potential advocate reach Share-of-voice Share-of-conversation Current channels Future canvas ‘future-proofing’ and

‘scalability’ in technology marketing-speak

Quarterly campaigns Ongoing programmes | long-term planning

Messages penetration Culture that sticks Global Local / geographic relevance In-depth storytelling ‘Momentum’ or flow of storytelling

Different products, different norms

conversation

research

EARNED

OWNED & EARNED

PAID

OWNED

Smartphones

Mainframe computers

Business cloud services

Consumer laptops

Tablet-type devices

Art + Science rather than Art OR Science

Leave the silos on the farm

From ‘cramming’ a brand message

Being more like a team coach

Serendipity: the one-off

More information about this presentation

You can find out more about me at renaissancechambara.jp/about I currently work at racepointglobal.com You can get in touch via renaissancechambara.jp/getting-in-touch

Further reading •  Faris Yakob – Transmedia

Planning (2006) •  Faris Yakob – The Old Future

of Advertising (2014) •  AdAge - Why Your Agency

Should Embrace Connection Planning (2009)

•  Slate - The Uncanny Valley of Internet Advertising (2012)

•  Clay Shirky •  danah boyd •  Will McInnes •  Yochai Benkler •  Brand / Belief model •  The Dentsu Way: Secrets of

Cross Switch Marketing from the World’s Most Innovative Advertising Agency by Kotaro Sugiyama &Tim Andree

Where all those images came from •  DeLorean •  Sir Martin Sorrell •  Rail tanker •  Scooby Doo •  Sir Tim Berners-Lee •  Jerry Yang & David Filo •  Ilovebees •  neon

•  Pakistani bus •  IP addresses •  Trading floor •  Robot •  Silos •  Hong Kong cramming

school advert •  Baseball dugout •  Self portrait

thank you | 谢谢 | míle buíochas! | 감사합니다 | danke | ありがとう | merci | спасибо | cam ơn | whakawhetai | takk | ขอขอบคณคณ | terima kasih | σας ευχαριστώ | grazie | شكرا | þakka þér | დიდი მადლობა | kiitos | நனறி | gracias