Communications Strategy for the Social World
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Communications Strategy for the Social World

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What is strategic planning, what is truth, what is the role of strategy in the connected world?

What is strategic planning, what is truth, what is the role of strategy in the connected world?

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  • Tactics are the face of strategyThey must be in coherance with the overall strategy
  • Dove real beauty campaign
  • http://www.startribune.com/business/135761943.html
  • Specific – goals should be unabmbiguousMeasurable – goals should be able to be trackedAttainable – goals should be realisticRelevant – goals should matter to your businessTimebound – goals should have deadlines
  • Landscapes - social, cultural, technical etc
  • It’s helpful to understand your default mindset and alternative mindsets that can be leveraged when entering a process whether it’s strategy or creativity.
  • http://www.andyeklund.com/creativity-versus-strategy/
  • http://www.digitaltonto.com/2012/the-difference-between-strategy-and-innovation/Brainstorming = creation = divergent thinking.i.e. not the place for critical thinking or playing “devil’s advocate”Concept selection = deduction = convergent thinkingi.e. not the time for coming up with other ideas

Communications Strategy for the Social World Communications Strategy for the Social World Presentation Transcript

  • THE ROLE OF STRATEGY WHERE ARE WE GOING AND HOW DO WE GET THERE?
  • WHAT WE’LL COVER Understanding Strategy Strategy, Truth and Ethics The Strategic Process Strategic Thinking Style Our Holistic Process (Discussion)
  • WHAT’S YOUR UNDERSTANDING?
  • SOME WAYS TO CONSIDER STRATEGY Strategy is the internal response of an organization to the demands of the external environment from a general point of view. It’s creating a truth based map of the outside world and where you’re going within it. It’s an informed logic for making one set of choices rather than another. It’s a container for decisions and ideas. It’s a start point for creativity
  • STRATEGY VS TACTICS If one thinks of strategy as a block of marble, then tactics are the chisel with which a master operates, in creating works of (chess) art. - Tigran Petrosian, Chess Grandmaster, 1963-69
  • STRATEGY, TRUTH & ETHICS
  • OLD SCHOOL, MANIPULATION
  • NEW SCHOOL, RESONANCE
  • RESONANCE & CONNECTION HARNESS TRUTH
  • THE POWER OF TRUTH Steel holds that consumers are the be-all end-all of all advertisers’ efforts and advertising in itself is the means to get to them. The consumer is the core, the heart, the very substance of advertising. He laments the fact that many times, due to the inability of clients and agencies to strike a balance between creativity and commercialism, the consumer aspect is ignored and this proves unhealthy for the campaign.
  • BUT WHAT IS TRUTH?
  • UNIVERSAL TRUTH = MYTHS, ARCHETYPES Dreams, passions, values and beliefs swirl around in our collective unconscious. They are an essential part of storytelling (myth) and are tapped by advertising Something we can all relate to and can all agree are true
  • UNIVERSAL TRUTH = MYTHS, ARCHETYPES Myths: Shared human stories, collective truths Myth transcend cultures, races, religions Archetypes: The true characters in the myth Shared human characters and roles A source of common human identification E.G: the Hero, the Magician, the Ruler, the Explorer, the Outlaw, the Mother, the Father, the Fool, the Wise Man
  • GLOBAL RESONANCE A MODERN LEDGEND
  • THE EXPLORER ARCHETYPE
  • THE OUTLAW ARCHETYPE
  • THE WARRIOR (US COWBOY) ARCHETYPE
  • CONSCIOUS HUMAN TRUTH = INSIGHTS An “insight” for advertisers is a truth hiding in plain (conscious) sight. “All truths are easy to understand once they are discovered. The point is to discover them” (Galileo) Great advertising makes these discoveries; it finds these insights. And a lot of intuitive people in the business dig deep into our culture, attitudes and product benefits to uncover insights.
  • A FOOD THAT MAKES YOU STRONG AND POWERFUL
  • AN ENERGY DRINK THAT HELPS YOU IN THAT CRITICAL MOMENT
  • A RUNNING SHOE THAT ENCOURAGES YOU TO GET OUT AND RUN
  • TRUTH, LIES AND ADVERTISING In spite of universal and human truths, the advertising industry often seems underhand. Why? Because some in the business choose to lie, twist or pervert truth to satisfy a perceived “higher goal” e.g. the bottom line, a quick sale, a flash of attention. Breaches of truth are bad for the society, advertising industry, business and consumers. And are very risky in this more social era of transparency and empathy
  • BERNSTEIN’S PERVERSION OF TRUTH
  • WEB 2.O SOCIETY ARE NOT NAÏVE Truth resonates, connects and develops relationships Lies stink, alienates and creates interpersonal disconnect Good strategy, is a wise strategy that observes the wider impact It builds long term relationships for mutual benefit Bad strategy, may seem clever but be inherently foolish It may achieve a short term tactical goal, but bears a huge risk of backlash
  • THE STRATEGIC PROCESS
  • THE STRATEGIC FLOW 1. Get informed through data and research 1. Find the human truth or need (insight) 2. Build a truth-based map that unites business objectives with human insight (planning) 3. Use the plan to inform the creative/development process, ensuring it meets both business objectives and addresses the overarching human insight 4. Leverage live data to tweak and optimize tactics in real time
  • CLEAR THINKING SMART STRATEGY Specific Measurable Attainable Relevant Timebound
  • THINKING STRATEGICALLY Strategy is a process of asking questions, finding answers and selecting the information most relevant to the overall goal Where are we now? What is our business context & current goal? What is our surrounding socio-cultural landscape? Who are we serving? What does their world look like? What is our people focused purpose? What problem can we solve? What need can we fill? How do we get there? What tactics should we employ? How do we measure success?
  • STRATEGIC FUNNELING Social/Cultural Trends Brand Vision/Mission Business Goals Insight Strategic Plan Creative & Technical Visions Tracking & Optimization
  • STRATEGY & THINKING STYLE
  • STRATEGY AND MINDSET Let’s discuss: What processing modes do you pay most attention to in your daily roles?
  • STRATEGY UNITES THINKING STYLES
  • THE BRIDGE OF INSIGHT Strategic Goals Inform everything Reductive Thinking Information Editing Expansive Thinking Idea Selection
  • REDUCTIVE VERSUS EXPANSIVE THINKING It’s important to know what type of thinking to use, depending what process you are in. Let’s discuss: • What type of thinking is brainstorming? • What type of thinking is concept selection? • What type of thinking is campaign optimization?
  • OUR HOLISTIC PROCESS
  • DEVELOPMENT FOR DIGITAL 1. Find the human truth 2. Build a strategic plan 3. Creatively imagine 4. Technically Manifest 5. Optimize
  • DISCUSSION How can we best integrate the strategic, creative and technical processes? Example: Big Spaceship, New York