Planning Preso Final


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  • Planning Preso Final

    1. 1. What do you think?
    2. 2. LOOKING TO THE FUTURE <ul><li>“ Progress and innovation will not be propelled by the singular geniuses that we’re historically associated with invention. Today it takes groups of highly intelligent people who proactively collaborate and build upon sparks or possible innovation. These are the people who will unearth groundbreaking discoveries in the future.” </li></ul><ul><li>~ Malcolm Gladwell </li></ul>
    3. 3. TODAY <ul><li>Trend Lab </li></ul><ul><li>Social media </li></ul><ul><li>Work differently </li></ul>
    4. 4. “ We would like you to build a trend lab”
    5. 5. CREATE AN AGENCY RESOURCE <ul><li>Library for trends </li></ul><ul><li>Make work smarter, more relevant </li></ul><ul><li>Inspire creativity </li></ul>
    6. 6. <ul><li>What did I know about trends? </li></ul>
    8. 8. TRENDS REFLECTED CONSUMER NEEDS <ul><li>“ A manifestation of something that has unlocked or newly serviced an existing (and hardly ever changing) consumer need, desire, want or value.” </li></ul><ul><li>~ </li></ul>
    9. 9. USING TRENDS <ul><li>Build a trend timeline </li></ul><ul><ul><li>Fingerprinting </li></ul></ul><ul><ul><li>Free Agent </li></ul></ul><ul><ul><li>Get Real </li></ul></ul><ul><ul><li>Twinsumer </li></ul></ul><ul><ul><li>Beehiving </li></ul></ul><ul><ul><li>Mass Class </li></ul></ul><ul><ul><li>Etc. </li></ul></ul>
    10. 10. THE INSIGHTS <ul><li>Out of cultural context, these words meant nothing </li></ul><ul><li>More novelty than real ideas or actionable insights </li></ul>
    11. 11. CREATING THE ROOM ON 10 <ul><li>Tried to capture culture & consumers </li></ul><ul><ul><li>Article wall </li></ul></ul><ul><ul><li>Trend reports </li></ul></ul><ul><ul><li>Consumer profiles </li></ul></ul><ul><ul><li>Conversation of the month </li></ul></ul><ul><ul><li>Interactive & creative trends </li></ul></ul><ul><ul><li>Economy </li></ul></ul><ul><ul><li>Consumer confidence rating </li></ul></ul>But this still wasn’t working for trends
    12. 12. BECAUSE WE HAD A PROBLEM <ul><li>“ There’s something wrong in the trends business. It’s broken by a lack of imagination, lack of collaboration and secrecy.” </li></ul><ul><li>~ Piers Fawkes, PSFK, February 4, 2008 </li></ul>
    13. 13. <ul><ul><li>How will we solve these problems? </li></ul></ul>
    14. 14. THE INSIGHT <ul><li>Trends are ultimately social in nature </li></ul><ul><ul><li>They help us define how consumers think about and relate to the world </li></ul></ul>
    15. 15. OPPORTUNITY <ul><li>As planners, the most important thing we can do is to socialize them </li></ul>
    16. 16. GET OUT OF THE LAB <ul><li>Provide spaces for collaboration </li></ul><ul><ul><li>Spark conversation </li></ul></ul><ul><ul><li>Ask questions </li></ul></ul><ul><ul><li>Provoke reactions </li></ul></ul><ul><ul><li>Inspire ideas** </li></ul></ul>
    17. 17. AN OBSTACLE <ul><li>The Internet </li></ul><ul><ul><li>“ I can’t really imagine anything the agency could provide that would go above the ability of the Internet to inspire me about any topic I could possibly imagine.” </li></ul></ul><ul><ul><li>“ To be honest, it's the only &quot;resource” I've ever used here.” </li></ul></ul><ul><ul><li>“ There is nothing around this building that inspires me.” </li></ul></ul>
    18. 18. <ul><li>What do we need to consider if we’re competing with the Internet? </li></ul>
    19. 19. TAKE A CUE FROM SOCIAL MEDIA <ul><li>Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings; i.e. activities that facilitate human interaction </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>Wikipedia </li></ul></ul><ul><ul><li>Yelp </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Etc. </li></ul></ul>
    20. 20. GROUP VS. THE INDIVIDUAL <ul><li>“ Social media is all about people connecting, building communities, learning and sharing ideas; an opportunity for imaginations to go wild with the possibilities.” </li></ul><ul><li>~ Jasmin Tragas, </li></ul>
    21. 21. SOCIAL MEDIA HELPS ME <ul><ul><li>Inspire creativity </li></ul></ul><ul><ul><li>Focus thoughts and ideas </li></ul></ul>Collaborate with like minds <ul><ul><li>Formulate a case </li></ul></ul><ul><ul><li>Broaden perspectives </li></ul></ul><ul><ul><li>Speak more intelligently </li></ul></ul><ul><ul><li>Make connections </li></ul></ul>
    22. 22. FYI <ul><ul><li>Inspire creativity </li></ul></ul><ul><ul><li>Focus thoughts and ideas </li></ul></ul>Collaborate with like mind s <ul><ul><li>Formulate a case </li></ul></ul><ul><ul><li>Broaden perspectives </li></ul></ul><ul><ul><li>Speak more intelligently </li></ul></ul><ul><ul><li>Make connections </li></ul></ul>This Friday, Dec. 5 @ Buzz Brews
    23. 23. IN ESSENCE <ul><li>It’s about having a conversation </li></ul><ul><ul><li>With people </li></ul></ul><ul><ul><li>With culture </li></ul></ul><ul><ul><li>With ideas </li></ul></ul>
    24. 24. <ul><ul><li>How will this ever work at TRG? </li></ul></ul>
    25. 25. THINK ABOUT IT <ul><li>The reasons people go to work have changed </li></ul><ul><ul><li>Collaborate </li></ul></ul><ul><ul><li>Brainstorm </li></ul></ul><ul><ul><li>Argue </li></ul></ul><ul><ul><li>Do research </li></ul></ul>
    26. 26. RE-ENVISION THE WORK PLACE <ul><ul><li>“ They’re not going to work to produce something in a predictable, old-fashioned way.” </li></ul></ul><ul><li>~ Clive Wilkinson of Clive Wilkinson Architects (CWA) </li></ul>
    27. 27. A NEW ERA OF COMMUNICATION <ul><li>“ It’s about creating enthusiastic teams who can easily bounce good ideas around when the pressure’s on.” </li></ul><ul><li>~ Jasmin Tragas, </li></ul>
    28. 28. PRINCIPLES <ul><li>A planning revolution </li></ul><ul><ul><li>User-generated content </li></ul></ul><ul><ul><li>Lack of control </li></ul></ul><ul><ul><li>Transparency </li></ul></ul><ul><ul><li>The spread of information </li></ul></ul><ul><ul><li>Creating advocates </li></ul></ul>
    29. 29. CREATE SPACES FOR COLLABORATION <ul><li>Within the agency </li></ul><ul><ul><li>Black boards on 13 </li></ul></ul><ul><ul><li>Room on 10 </li></ul></ul><ul><ul><li>Culture Snack blog </li></ul></ul>Socialize trends
    30. 30. BLACK BOARDS ON 13 Coming this Thursday to a floor near you
    31. 31. ROOM ON 10 <ul><li>Space for trend tools </li></ul><ul><ul><li>Trend Reports </li></ul></ul><ul><ul><li>Consumer personas </li></ul></ul><ul><ul><li>Storytelling techniques </li></ul></ul><ul><ul><li>Etc. </li></ul></ul>
    32. 32. CULTURE SNACK BLOG <ul><li>Participate in the ongoing cultural conversation </li></ul><ul><ul><li>Comments </li></ul></ul><ul><ul><li>Questions </li></ul></ul><ul><ul><li>Ideas </li></ul></ul><ul><ul><li>Threads </li></ul></ul>
    33. 33. <ul><ul><li>What will success look like? </li></ul></ul>
    34. 34. CONVERSATIONS HAPPENING <ul><li>Engaged </li></ul><ul><li>Collaborating </li></ul><ul><li>Group thinking </li></ul><ul><ul><li>“ Engagement is the key and if we’re not participating personally in the conversation then it’s not our clients who don’t get it, it’s us.” </li></ul></ul><ul><ul><li>~ John Herrington, Click Here </li></ul></ul>
    35. 35. THE VALUE WE CAN CREATE <ul><li>“ Treating audiences as active and participatory creates value. A four-fold increase in conversation means double the revenue generated. We need to think about generating energy.” </li></ul><ul><li>~ Gareth Kay, Modernista </li></ul>
    36. 36. TREND LAB IN ACTION <ul><li>Socialize your ideas </li></ul><ul><li>Share and learn </li></ul><ul><li>Get new ideas </li></ul>
    37. 37. <ul><ul><li>What are you going to socialize today? </li></ul></ul>