A plan for what happens
after the connection. What will people do with it? How will they use it & share it? What might they remix? And what will that mean for the brand? How will we change because of our interaction with them?
Learn from other disciplines that
create meaningful interactions. We need to absorb practices & approaches from design, information architecture, and user experience planning. Things like agility, rapid iteration, prototyping.
Connections Planning has more in
common with Experience Planning than media planning. We are all experience designers, whether we think of ourselves that way or not.
Solve real problems. At the
end of the day, our job is straightforward: What’s the business problem? What audience can best solve that problem? What response do they need to have? What experience could generate that response?
Embrace the one-off. Do we
worry too much about campaigns? Sometimes, affecting one thing well is powerful. Commitment, not campaigning It gives you a chance to learn: a one-off is just something you haven’t figured out how to dimensionalize yet.
We all have the same
job: making better ideas. Whatever the job function, everyone’s job is additive to a shared goal. You’re not responsible for the brief or the channel plan but for the idea. That requires a fluid iterative interchange of strategic, media, and creative thinking.
The $64,000 question: Is connections
planning a separate discipline? Are we niche-ing ourselves into irrelevance with splintered sub-disciplines? Should these just be core planning skills?
Topics for discussion: 1) Is
connections planning a separate discipline? Or a core planning skill? 2) What skills/methods do we need to absorb from other disciplines? 3) What could the new ‘idea’ team look like? 4) What’s holding us back from evolving?