Walking the talk

Thanks for having me here © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

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

Talking, Acting & Walking the talk Actions instead of words, for campaign strategies, business, and life in general. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

... or how not to be ignored anymore © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

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

Iʼm going to talk about what communication can DO, right NOW. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

Last week I heard about the concept of the “Twittertax” © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

“Tools like Twitter aren't some dream of customer empowerment, but rather the nightmare reality of the broken relationships between consumers and brands. Responding to online complaints is a tax that companies pay because of the chronic mismatch between what consumers expect from brands and what they ultimately get.” - Jonathan Salem Baskin - © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

Conversations are not only for damage control! Okay, sometimes itʼs useful. cfr. Rabobank, & IKEA gent © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

*IKEA Gent © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

A sad truth in the twittertax idea: *Chronic mismatch between expectations and reality. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

False / half ass promises will backﬁre! Always. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

YES YOU CAN... Promise, Do great talks. NOT WITHOUT... Engagement, ACTS, Relevance, Permission. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

Acting instead of talking... *Old spice *Volkswagen *Coca-Cola © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

*Old spice ☑Engagement © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

*Volkswagen ☑Relevance © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

*Coca-Cola ☑Acts © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

“Good adverting makes bad products fail faster” - Bill Bernbach - “Good actions make advertising return faster” - 2011 Consumers - © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

Remember these 4 things from this presentation... © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

2/ Broken relationship between consumers and brands is due to the Chronic mismatch between expectations and reality. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

4/ When you Promise stuff Do it with Engagement, ACTS, Relevance, Permission. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

Talking, Acting & Walking the talk Actions instead of words, for campaign strategies, business and life in general. 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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Walking the talk

by Francesco Caccamese on Sep 24, 2010

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Walking the talk — Presentation Transcript