Upload
ged-carroll
View
575
Download
0
Tags:
Embed Size (px)
DESCRIPTION
A PDF version to keep the formatting looking nice. I also have a powerpoint version that you can download from this account for 'borrowing' from the slide ware. With the rise of programmatic buying, media planning has become increasingly commoditised with media being made for containers as the paradigm
Citation preview
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