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Présentation 10 : Patrick Willemarck : Conclusions. Notes distribuées ors de la dernière séance le 1e décembre 2014
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How did or would you have you house built ?
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What did you learn in 10 weeks ?
✤ The latest tricks and tips from the game ?
✤ Some confusion about the audience ?
✤ Some inspiration ?
✤ Best practices ?
✤ Useful tools ?
✤Usefull thoughts ?
✤…
It will depend from what you think you’re being paid for or want to be paid for
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From Mass-Media to
In- Formation
From Mass Marketing to In-Format-ion
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Big leap or
back to
basics since 200
years ?
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From Mass Marketing to In-Format-ion
Gain and pay attention
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We think to much in terms of channels
Not enough in terms of knowledge which start by getting ATTENTION
Attention and knowledge reflexif automated
A vision of 2014 dated from 2010
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Gain and pay attention
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Gain and pay attention
Welcome in Echo-Logy
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Google and Echo-Logy
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Where is the value ?
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✤ Value of data tends to ‘0’
✤ Value of communication tends to the infinite
✤ In between: the noise is growing
✤ In between: marketing, consumers, citizens and politicians are a bit lost
Information/Data Communication
echo-system = in-formation
Alert state of mind : ATTENTION
Reflexive state of mind: Pay attention
macro flows: envoûtement (télé, radio, poster, web...Broadcast)
Micro flows: reticular (lieux, réseaux sociaux, rumeurs...narrowcast)
Media infrastructure
Media superstructure Mark
Spread, Let know, Stay TOM
Re-mark
1.Dialog 2.CARE 3.Surprise
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Google ou pas googleEchho-system = in-formation a bewitching electric vault
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Google ou pas googleEchho-system = in-formation a bewitching electric vault
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Google ou pas googleAs I’m writing this post, details of an Israeli Air Force missile attack near the entrance of a United Nations school in Rafah are emerging. The attack killed at least 10, injuring many more. The IDF claims it had targeted three members of the Islamic Jihad riding a motorcycle near the school, not the school itself. (Gilad Lotan, globalvoices
Echho-system = in-formation a bewitching electric vault
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Google ou pas googleecho-system = in-formation
Echological advertising
Alert state of mind : ATTENTION
Reflexive state of mind: Pay attention
macro flows: envoûtement (télé, radio, poster, web...Broadcast)
Micro flows: reticular (lieux, réseaux sociaux, rumeurs...narrowcast)
Media infrastructure
Media superstructure
HYPER ADS
HYPO Ads
Brand ideology
Le film a été annoncé sur la page Facebook et le lendemain sur Canal+ et TF1
Echological advertising
Alert state of mind : ATTENTION
Reflexive state of mind: Pay attention
macro flows: envoûtement (télé, radio, poster, web...Broadcast)
Micro flows: reticular (lieux, réseaux sociaux, rumeurs...narrowcast)
Media infrastructure
Media superstructure
HYPER ADS
HYPO Ads
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Hyper
Hypo
Echological advertising
Alert state of mind : ATTENTION
Reflexive state of mind: Pay attention
macro flows: envoûtement (télé, radio, poster, web...Broadcast)
Micro flows: reticular (lieux, réseaux sociaux, rumeurs...narrowcast)
Media infrastructure
Media superstructure
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Age 1 Age 2
Age 3
Your goals: attract, sell, sustain
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Building contractor:sustains the building fromcraddle to craddle
Brand Architect:creates/adaptdifference/preferencein the echosphere
Craftsmanship
Legitimacy
Proximity
Leadership
social-search and excl.own media: your website
Search-Hypo ads
Hypo-Hyper
Data - feedback analysis
You deserve attention ? Pay attention !
Context and brand ideology are everything
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Conclusion 1
Ideology Idea + Logos
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Conclusion 2
They did suffer less from noise…we’ve got more tools
Start with your website
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Conclusion 3