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Digital flow
Digital flow
Digital flow
Digital flow
Digital flow
Digital flow
Digital flow
Digital flow
Digital flow
Digital flow
Digital flow
Digital flow
Digital flow
Digital flow
Digital flow
Digital flow
Digital flow
Digital flow
Digital flow
Digital flow
Digital flow
Digital flow
Digital flow
Digital flow
Digital flow
Digital flow
Digital flow
Digital flow
Digital flow
Digital flow
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Digital flow

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A train of thought/ a series of questions to come to ideas for the digital age.

A train of thought/ a series of questions to come to ideas for the digital age.

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  • 1. Steps for great ideas in this digital age. Just a train of thoughts actually. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 2. ... or a series of questions for when you have absolutely no idea what to do. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 3. Hi, Iʼm Francesco I work as a digital planner at GERMAINE an ad agency in antwerp © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 4. Iʼm not talking about The future of communication bla-bla-bla... There is enough of that already. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 5. Iʼm going to talk about what communication can DO, right NOW. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 6. First, realize this... © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 7. Online/ interactive advertising means the consumer = the target group, but also the medium. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 8. Step 1. People. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 9. Which people? Are they a good medium for this brand? Could they be? Would they want to be? © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 10. Step 2. Goals. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 11. What are the goals? A straight answer please. Describe this in cold hard figures if you can. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 12. Step 3. Issue. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 13. Whatʼs the issue really? Could be a competitor, a state-of-mind, lack of knowledge, money, ... It may never be our own product or service. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 14. Step 4. Shoot! © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 15. Take a minute to be critical. No gloves! Be negative, cynical, whatever... get it out of your system early on. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 16. Step 5. Solution. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 17. Youʼre smart. Find a way out. In what way can we beat the issue? Is this relevant and engaging for people? Remember, the people are the medium. This is the solution to point 3. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 18. Step 6. Reality check. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 19. No half-ass talks! If you make promises without living up to them, you will not last very long today. Information, all information, is free, and easy to obtain. Walk the talk. If you canʼt do this, return to point 3, Issue. If your own product / service turns out to be the issue. Get out of the game! © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 20. “Good adverting makes bad products fail faster” - Bill Bernbach - “Good actions make great advertising” - 2011 Consumers - © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 21. Step 7. Connect. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 22. What should people do? Be clear. What do we want them to do? And does this helps to achieve our goals? How will we get people to do this? How can technology be put to use to help people do this is an engaging way? Behavioral tactics, interaction planning, etc. are some pretty words for this. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 23. Step 8. Ask people. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 24. Will this work? Just test it. Itʼs easy. Without going for wind-tunnel advertising, you can easily ask people to take a look at your idea. They will be the medium soon. Best to see if medium and message are compatible, no? © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 25. Step 9. Share. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 26. Share! Share with your co-workers. This is not by default the last step in the flow. Of course a good sit-down with some smart people helps best before you start. But it is as important to do so after you have a great idea. You might be the only one that thinks itʼs great. Mini-flow in that case: fight-listen-fight-listen-agree. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 27. Remember these 9 steps from this presentation... © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 28. Step 1. People. They are the target AND the medium. Step 2. Goals. Hard facts please. Know what you want. Step 3. Issue. It may never be your own product/ service. The rest can be overcome. Step 4. Shoot. Be critical! But choose your moment wisely. Step 5. Solution. Youʼre smart. Figure it out. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 29. Step 6. Reality check. Walk the talk. No half ass talks. Step 7. Connect. What should people do? Be clear. Step 8. Ask people. Remember, people = medium. They need to work well together. Step 9. Share. A great idea is worth fighting for. Fight- listen-fight-listen-agree. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
  • 30. Steps for great ideas in this digital age. Just a train of thoughts actually. by francesco caccamese: planner @ GERMAINE & gonzales www.twitter.com/francesk0 francesco.caccamese@germaine.be http://francesk0.wordpress.com/ © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

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