MEDIA POSITIVEPLANNING
WE ARE IN THE BUSINESS OFCHANGING BEHAVIOUR  Behaviour = Motivation x Opportunity                     Clay Shirky
WE ARE IN THE BUSINESS OFCHANGING BEHAVIOUR           Motivation            x       Opportunity       People haven’t chang...
CHANGE IS NOTAPPLICABLE TOEVERYTHING
PEOPLE HAVEN’T CHANGEDWe are super social animals                We form tribes around shared interests         We change ...
Marketing hasn’t changedMARKETING HASN’T CHANGED         Tell me and i’ll forget               Show me and i’ll remember  ...
MARKETING HASN’T CHANGEDHow consumer insight, innovation, bleeding edge technology,              UX and P2P copying launch...
CONNECTIVITY HAS CHANGEDUrbanisation causes breakdown in existing communities  Globalisation increases physical distance b...
CONNECTIVITY HAS CHANGEDAdvanced industrialisation creates mass free time...                                     ...for th...
CONNECTIVITY HAS CHANGEDWhich was filled by mass media, rather than people...    ...as people were limited by location, bu...
CONNECTIVITY HAS CHANGEDNow we aren’t limited by location   Our free time can focus on what we are really interested in......
MEDIA ECONOMICS    $High                 Infinite Cost of                    Amount of media                       media  ...
ATTENTION ECONOMICSMedia planning is based on media scarcity                                     Value is monetary        ...
PERSONAL MEDIAInfinite media supply means that no two media are the same        The most important media are those we cura...
HOW TO PLAN FORATTENTIONECONOMIES
WE AREN’T LOOKING IN THERIGHT PLACE             Totally Generic InformationDemographics are about similarity              ...
YES, WE ARE ALL INDIVIDUALSAverages by nature are not differentiating                        Our individuality makes us hu...
SO WE ‘HOLD DATA’ FOR OURSOCIAL GROUPSWe understand the subtle nuances of our communities                And we change the...
BUT INDIVIDUALITY ISN’T THEHALF OF IT                             Being   Statements of         Cultural copying   human  ...
WE LEARN BY COPYING OTHERS.....But we’ve been trained not to admit it                         (to teachers or to qualitati...
UNLESS WE REALLY HAVE TO...Humans are to individual thinking as cats are to swimming                       We can do it, b...
HOW WE MAKE DECISIONS
OR IN ‘OPPORTUNITY’ TERMS...      150 years of      UX design      advertising       A tiny few     Spreading ideas     pa...
BUT WE CAN’T PREDICT WHATWILL SPREAD...What lights the fire?          An influential match?                         Or the...
INFLUENCE ISN’T DONE BY THEINFLUENCERWho influenced who?                      And who chose to copy who?
FROM SIMPLICITY TO DEPTH      Simple                                          Simple     character              Radical de...
RICHNESSMAKING NICHE, RICH, MANY                     Nobody ever comes out of a movie                      saying “that wa...
AND INSPIRING REMIXESIncentivising and making easy....                        ....combining and recontextualising...    .....
PEOPLE DISTRIBUTE NICHE IDEASBecause it’s really easy   The hard bit is all the other niche ideas they already spread
HOW THINGSSPREAD
HOW THINGS SPREAD     “As content spreads it gets remade,     either literally through sampling and   remixing, or figurat...
CONTENT IS A MEANS NOT ANEND               Content’s not king. If you were going to a desert                 island & you ...
PHATIC COMMUNICATION ANDBONDINGApes don’t groom to look pretty, they do it to bond           Humans don’t tell stories for...
UNCONSCIOUS SOCIALCOMMUNICATION   “If we want to predict what will spread,          we have to develop a fuller     unders...
EXAMPLE: HUMOUR    A joke is a medium                      The message is       not a message.                            ...
ADVERTISING: WEAK FORCEACTING AT A GREAT DISTANCEIf we make it, they won’t come                Mass media works in a diffe...
INTERPERSONAL: STRONG FORCEOVER SHORT DISTANCEIf it was easy, everyone would be doing it   (actually everyone is already d...
IT’S EXTREMELY DIFFICULT TOSPREAD THAT FORCE FURTHER
BUT HIGHLY EFFECTIVE WHENYOU DO
CONVENTIONAL START POINTTraditional explosives used to create critical mass                            Unlocking a more po...
CONVENTIONAL START POINT                                         Bought                             Owned                 ...
PLANNING FOR FAILURE"..our companys success rate runs between 50 and 60 percent. About half of our new    products succeed...
LOOK FOR THE RIGHTCONDITIONSUnderstand what, where and why people do stuff                       Then help them do it spre...
EXAMPLE: A SPREADABLE THING  NB – slide blatantly lifted from Mike Arauz’s awesome Design for Networks
ADD SOME EXISTINGCOMMUNITIESDesigned to appeal to a number of niches                 Conferring status and belonging on ea...
EXISTING BEHAVIOUR           We form tribes around shared interests     Which tend to be based on rivalry and competition ...
CULTURAL RELEVANCE      BE the thing     people CARE          about
CAVEAT
THE TERRIBLE RISK OF NOTTAKING RISKS‘000s of studies confirm that you can map spend to share         Suggesting that creat...
BIG/SINGLE/SIMPLE ANDCOMPRESSION‘Compression’, or ‘ensuring everything works ok’...                         Brings the ver...
REDEFINING MEDIA
REDEFINING MEDIA
WHAT IS MEDIA?                 This time it’s personal
PERSONAL MEDIAInfinite media supply means that no two media are the same        The most important media are those we cura...
What is media?PERSONAL MEDIA           Convergence        Portability       Social        Curation Brand people           ...
MEDIA POSITIVE PLANNINGDon’t plan for who you reach, plan for who they reach                                        Griffi...
COMMUNICATION PRODUCTSBEAT COMMUNICATING PRODUCTS        Gareth Kay, Strategy for a Post-Digital World                    ...
COMMUNICATION PRODUCTSBEAT COMMUNICATING PRODUCTS Have a cultural mission, not a commercial proposition             Be int...
ADVERTISING IS THE LAST THINGYOU SHOULD DO                      Brands                     promote                      st...
REDEFINING MEDIA
HOW TO MAKE A MEDIA AGENCYBIT GOES HERE......
What                         Why                         How  Cultural Insight            Business Insight               S...
VIDEO
TALENT
GAMES
WORDS
MUSIC
PRODUCT DESIGN
STARTER FOR 10                          Data                   Network                        analytics                ana...
MEASUREMENT IS EASY  As long as you know what you are measuring
SOME PEOPLE THIS WAS COPIEDFROM             @mikearauz              @garethk               @willsh             @herdmeiste...
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Media Positive Planning

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Media Positive Planning

  1. 1. MEDIA POSITIVEPLANNING
  2. 2. WE ARE IN THE BUSINESS OFCHANGING BEHAVIOUR Behaviour = Motivation x Opportunity Clay Shirky
  3. 3. WE ARE IN THE BUSINESS OFCHANGING BEHAVIOUR Motivation x Opportunity People haven’t changed Connectivity has changed Marketing hasn’t changed
  4. 4. CHANGE IS NOTAPPLICABLE TOEVERYTHING
  5. 5. PEOPLE HAVEN’T CHANGEDWe are super social animals We form tribes around shared interests We change our behaviour by copying others We rely on other opinions to guide our own
  6. 6. Marketing hasn’t changedMARKETING HASN’T CHANGED Tell me and i’ll forget Show me and i’ll remember Involve me and i’ll understand Confucius, c.500 BC29
  7. 7. MARKETING HASN’T CHANGEDHow consumer insight, innovation, bleeding edge technology, UX and P2P copying launched Smirnoff in the US (in 1950)
  8. 8. CONNECTIVITY HAS CHANGEDUrbanisation causes breakdown in existing communities Globalisation increases physical distance between people
  9. 9. CONNECTIVITY HAS CHANGEDAdvanced industrialisation creates mass free time... ...for the first time
  10. 10. CONNECTIVITY HAS CHANGEDWhich was filled by mass media, rather than people... ...as people were limited by location, but media weren’t
  11. 11. CONNECTIVITY HAS CHANGEDNow we aren’t limited by location Our free time can focus on what we are really interested in... Other people
  12. 12. MEDIA ECONOMICS $High Infinite Cost of Amount of media media $0 Scarce 1968 2011
  13. 13. ATTENTION ECONOMICSMedia planning is based on media scarcity Value is monetary But infinite media has no monetary value .... The resource it consumes is attention
  14. 14. PERSONAL MEDIAInfinite media supply means that no two media are the same The most important media are those we curate ourselves
  15. 15. HOW TO PLAN FORATTENTIONECONOMIES
  16. 16. WE AREN’T LOOKING IN THERIGHT PLACE Totally Generic InformationDemographics are about similarity People are about difference
  17. 17. YES, WE ARE ALL INDIVIDUALSAverages by nature are not differentiating Our individuality makes us human
  18. 18. SO WE ‘HOLD DATA’ FOR OURSOCIAL GROUPSWe understand the subtle nuances of our communities And we change the message accordingly
  19. 19. BUT INDIVIDUALITY ISN’T THEHALF OF IT Being Statements of Cultural copying human individuality Who we are Who we think we are
  20. 20. WE LEARN BY COPYING OTHERS.....But we’ve been trained not to admit it (to teachers or to qualitative researchers)
  21. 21. UNLESS WE REALLY HAVE TO...Humans are to individual thinking as cats are to swimming We can do it, but only if we really have to* *Daniel Kahnemann via Mark Earls
  22. 22. HOW WE MAKE DECISIONS
  23. 23. OR IN ‘OPPORTUNITY’ TERMS... 150 years of UX design advertising A tiny few Spreading ideas passion brands via People and culture
  24. 24. BUT WE CAN’T PREDICT WHATWILL SPREAD...What lights the fire? An influential match? Or the right conditions for fires
  25. 25. INFLUENCE ISN’T DONE BY THEINFLUENCERWho influenced who? And who chose to copy who?
  26. 26. FROM SIMPLICITY TO DEPTH Simple Simple character Radical depth characterMorality plays stripped out characterisation... ...So as not to distract the audience from the moralMorality plays didn’t survive the birth of radical depth
  27. 27. RICHNESSMAKING NICHE, RICH, MANY Nobody ever comes out of a movie saying “that was a really good movie. I really enjoyed it. It was really clear” Russell DaviesSo to succeed, ideas move from ‘Big, Simple, Single’ To ‘Niche, Many, Rich’And we need to be much smarter at designing spreadability
  28. 28. AND INSPIRING REMIXESIncentivising and making easy.... ....combining and recontextualising... ...to give meaning and relevance for individual social circles
  29. 29. PEOPLE DISTRIBUTE NICHE IDEASBecause it’s really easy The hard bit is all the other niche ideas they already spread
  30. 30. HOW THINGSSPREAD
  31. 31. HOW THINGS SPREAD “As content spreads it gets remade, either literally through sampling and remixing, or figuratively via its insertion into conversations and interactions” Professor Henry Jenkins, Spreadable Media (2009)
  32. 32. CONTENT IS A MEANS NOT ANEND Content’s not king. If you were going to a desert island & you had the choice of taking your friends or your DVDs, you’d take your friends. If you didn’t, we’d call you a sociopath. Content isn’t king, content is just something to talk about Cory DoctorowSocial networks are about people, not content (Content is a medium not a message) The opportunity for brands is to be something to talk about Photo Credit - Muha
  33. 33. PHATIC COMMUNICATION ANDBONDINGApes don’t groom to look pretty, they do it to bond Humans don’t tell stories for aesthetic reasons We do it to bond
  34. 34. UNCONSCIOUS SOCIALCOMMUNICATION “If we want to predict what will spread, we have to develop a fuller understanding of the ways that the circulation of information may strengthen or damage social relations” Define the Strengthen Confer Status community bonds Professor Henry Jenkins, Spreadable Media (2009)
  35. 35. EXAMPLE: HUMOUR A joke is a medium The message is not a message. ‘I’m a funny The joke is the means guy’ by which you transmit this information Confirming that subject is a The physical act of shared source of sharing humour humour defines strengthens who is in and bonds out of the communityStuff doesn’t spread BECAUSE it’s funny What makes stuff funny is also what makes it spread
  36. 36. ADVERTISING: WEAK FORCEACTING AT A GREAT DISTANCEIf we make it, they won’t come Mass media works in a different way to P2PTo combine the two, we need to start in a different place
  37. 37. INTERPERSONAL: STRONG FORCEOVER SHORT DISTANCEIf it was easy, everyone would be doing it (actually everyone is already doing it, it’s only brands that aren’t)
  38. 38. IT’S EXTREMELY DIFFICULT TOSPREAD THAT FORCE FURTHER
  39. 39. BUT HIGHLY EFFECTIVE WHENYOU DO
  40. 40. CONVENTIONAL START POINTTraditional explosives used to create critical mass Unlocking a more powerful reaction
  41. 41. CONVENTIONAL START POINT Bought Owned Existing Communities EarnedParticipants BECOME a core channel Bought media creates initial speed and scale
  42. 42. PLANNING FOR FAILURE"..our companys success rate runs between 50 and 60 percent. About half of our new products succeed. Thats as high as we want the success rate to be. If we try to make it any higher, well be tempted to err on the side of caution” A.G. Lafley, CEO, Procter & Gamble 2000-2010
  43. 43. LOOK FOR THE RIGHTCONDITIONSUnderstand what, where and why people do stuff Then help them do it spreadablyDo it lots Then talk about the best bits
  44. 44. EXAMPLE: A SPREADABLE THING NB – slide blatantly lifted from Mike Arauz’s awesome Design for Networks
  45. 45. ADD SOME EXISTINGCOMMUNITIESDesigned to appeal to a number of niches Conferring status and belonging on each NB – slide blatantly lifted from Mike Arauz’s awesome Design for Networks
  46. 46. EXISTING BEHAVIOUR We form tribes around shared interests Which tend to be based on rivalry and competition Which, like humour, can be explained by social motivation Defines the Strengthens Confers Status community bonds
  47. 47. CULTURAL RELEVANCE BE the thing people CARE about
  48. 48. CAVEAT
  49. 49. THE TERRIBLE RISK OF NOTTAKING RISKS‘000s of studies confirm that you can map spend to share Suggesting that creativity is the way to beat the model
  50. 50. BIG/SINGLE/SIMPLE ANDCOMPRESSION‘Compression’, or ‘ensuring everything works ok’... Brings the very best work down to medianEven though the success rate of ‘awesome’ is exponentially higher Than the fail rate of ‘fail’ See John Willshire for the full impact of Marketing Compression
  51. 51. REDEFINING MEDIA
  52. 52. REDEFINING MEDIA
  53. 53. WHAT IS MEDIA? This time it’s personal
  54. 54. PERSONAL MEDIAInfinite media supply means that no two media are the same The most important media are those we curate ourselves
  55. 55. What is media?PERSONAL MEDIA Convergence Portability Social Curation Brand people Data Ideas people Ideas Delivery Technology Networks Spreadability Create/seed/promote Networks P2P Screen-neutral Media Positive Collaborative New collaborations New trading methodology New research Two way Individuals not audiences New audience insight Plan not for who you reach, Generous but for who they reach
  56. 56. MEDIA POSITIVE PLANNINGDon’t plan for who you reach, plan for who they reach Griffin Farley, BBH Create media space, don’t fill it Gareth Kay, Goodby Silverstein
  57. 57. COMMUNICATION PRODUCTSBEAT COMMUNICATING PRODUCTS Gareth Kay, Strategy for a Post-Digital World Social Utility Stories value Ideas that solve problems
  58. 58. COMMUNICATION PRODUCTSBEAT COMMUNICATING PRODUCTS Have a cultural mission, not a commercial proposition Be interesting, not just right Make stuff playful & useful Do stuff, don’t just say stuff Gareth Kay, Strategy for a Post-Digital World
  59. 59. ADVERTISING IS THE LAST THINGYOU SHOULD DO Brands promote stories Ideas that solve problems Brands Brands Communities that promote promote stories tell stories stories
  60. 60. REDEFINING MEDIA
  61. 61. HOW TO MAKE A MEDIA AGENCYBIT GOES HERE......
  62. 62. What Why How Cultural Insight Business Insight Social Insight RAW MATERIALS Entertainment Utility Community TOOLSVideo Talent Games Words Music What type of product will achieve your objectives with maximum spreadability? DEVICES SPREADABILITY What screens will it live on? How will it spread? Where will it live in the real How can it be personalised? world? What is the social idea?
  63. 63. VIDEO
  64. 64. TALENT
  65. 65. GAMES
  66. 66. WORDS
  67. 67. MUSIC
  68. 68. PRODUCT DESIGN
  69. 69. STARTER FOR 10 Data Network analytics analysis Culture & Social & ethnography motivational Business insight consultancy (spreadable) Video Production Comms Entertainment strategy IP Creation Mobile strategy Idea Comms Talent generation Digital product management performance design Editorial & content Comms Community product Social SEO management creation activation Media planning & buying (advertising is the last thing you should do)
  70. 70. MEASUREMENT IS EASY As long as you know what you are measuring
  71. 71. SOME PEOPLE THIS WAS COPIEDFROM @mikearauz @garethk @willsh @herdmeister @griffinfarley
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