Media Positive Planning

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 changed Connectivity has changed Marketing hasn’t changed

CHANGE IS NOTAPPLICABLE TOEVERYTHING

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

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

MARKETING HASN’T CHANGEDHow consumer insight, innovation, bleeding edge technology, UX and P2P copying launched Smirnoff in the US (in 1950)

CONNECTIVITY HAS CHANGEDUrbanisation causes breakdown in existing communities Globalisation increases physical distance between people

CONNECTIVITY HAS CHANGEDAdvanced industrialisation creates mass free time... ...for the first time

CONNECTIVITY HAS CHANGEDWhich was filled by mass media, rather than people... ...as people were limited by location, but media weren’t

CONNECTIVITY HAS CHANGEDNow we aren’t limited by location Our free time can focus on what we are really interested in... Other people

MEDIA ECONOMICS $High Infinite Cost of Amount of media media $0 Scarce 1968 2011

ATTENTION ECONOMICSMedia planning is based on media scarcity Value is monetary But infinite media has no monetary value .... The resource it consumes is attention

PERSONAL MEDIAInfinite media supply means that no two media are the same The most important media are those we curate ourselves

HOW TO PLAN FORATTENTIONECONOMIES

WE AREN’T LOOKING IN THERIGHT PLACE Totally Generic InformationDemographics are about similarity People are about difference

YES, WE ARE ALL INDIVIDUALSAverages by nature are not differentiating Our individuality makes us human

SO WE ‘HOLD DATA’ FOR OURSOCIAL GROUPSWe understand the subtle nuances of our communities And we change the message accordingly

BUT INDIVIDUALITY ISN’T THEHALF OF IT Being Statements of Cultural copying human individuality Who we are Who we think we are

WE LEARN BY COPYING OTHERS.....But we’ve been trained not to admit it (to teachers or to qualitative researchers)

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

HOW WE MAKE DECISIONS

OR IN ‘OPPORTUNITY’ TERMS... 150 years of UX design advertising A tiny few Spreading ideas passion brands via People and culture

BUT WE CAN’T PREDICT WHATWILL SPREAD...What lights the fire? An influential match? Or the right conditions for fires

INFLUENCE ISN’T DONE BY THEINFLUENCERWho influenced who? And who chose to copy who?

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

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

AND INSPIRING REMIXESIncentivising and making easy.... ....combining and recontextualising... ...to give meaning and relevance for individual social circles

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 figuratively via its insertion into conversations and interactions” Professor Henry Jenkins, Spreadable Media (2009)

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

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

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)

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

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

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)

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 powerful reaction

CONVENTIONAL START POINT Bought Owned Existing Communities EarnedParticipants BECOME a core channel Bought media creates initial speed and scale

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

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

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 each NB – slide blatantly lifted from Mike Arauz’s awesome Design for Networks

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

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 creativity is the way to beat the model

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

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 curate ourselves

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

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

COMMUNICATION PRODUCTSBEAT COMMUNICATING PRODUCTS Gareth Kay, Strategy for a Post-Digital World Social Utility Stories value Ideas that solve problems

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

ADVERTISING IS THE LAST THINGYOU SHOULD DO Brands promote stories Ideas that solve problems Brands Brands Communities that promote promote stories tell stories stories

REDEFINING MEDIA

HOW TO MAKE A MEDIA AGENCYBIT GOES HERE......

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?

TALENT

PRODUCT DESIGN

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)

MEASUREMENT IS EASY As long as you know what you are measuring

SOME PEOPLE THIS WAS COPIEDFROM @mikearauz @garethk @willsh @herdmeister @griffinfarley

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Media Positive Planning

by Graeme Wood

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