Connections planning in 2009

          @Jasonoke
          @Garethk
Does anyone here have the job
 title “connections planner?”




                *we’re sorry in advance
Caveat – we don’t mean to paint everyone
with the same brush. There is brilliant work
   done by connections planners out ...
Spring 2009
  survey:

  “What is
connections
 planning?”
The argument:
Connections Planning hasn’t lived
       up to its promise.
Why Connections Planning is
 where it is: a brief history.
Once upon a time, some rich white guys
decided to make money by spinning off
    media from creative agencies.
This separated the creation of ideas
    from the choosing of media



                ≠	
  
The underlying assumption is that media is
 a container for holding messages – and
  turned media into a commodity to be
 ...
But at exactly the same time,
the media landscape exploded.
And a new breed of ideas emerged,
leveraging the particular strengths of
          different media.
Connections planning was an
 attempt to fix the mistake.



            +	
  
It was the right idea.

But we’ve mostly been using it the
           wrong way.
We use it to
generate “stunts”
 for pitches and
  award shows.
We use it to turn everything
     into a medium.
We use it to find new places to
      interrupt people.
We create fake “movements” for
things people don’t care about.
We create utility that isn’t
   useful to anyone.
Basically,
we put more shit in more places.
And it’s not working.
The irony is connections planning
    doesn’t create very many
           connections.
Where did it all go wrong?
Connections planning was
solving for the wrong problem.
It wasn’t trying to build greater
   value for brands or people.
 It was solving for agency problems.
              New re...
It was dependent on the person
          who did it.
  We got connections planners, instead
       of connections planning...
It’s like pornography:
“I know it when I see it”
We applied the lens of advertising
(interruptive, message-based) to
           new media.


Instead we should apply the le...
The opportunity:

Re-thinking the value of
 connections planning.
The opportunity:

A new creative process, not an
           output.
A process of putting human
connections at the heart of
        everything.
Grounded in a deep understanding of
    what pe...
A journey, not a destination.

 Ideas as unfolding stories, a stream
  of iterations and interactions that
    invite peop...
Think of the flow of information
           over time.
   365 day planning instead of 360
                 degree.
   Cult...
Think of the flow of information
        over geography.

  How do you create contextual value
      in each particular sp...
Think of the flow of information
  over the depth of the story.

   How deep does the rabbit hole go?
Think of the flow of information
       over technology.
       How can each medium &
     technology be used to its full
...
weloveyouso.com
h%p://www.missiong.com/show/Replay	
  
A plan for what happens
  after the connection.
What will people do with it? How will they
use it & share it? What might t...
Learn from other disciplines that
 create meaningful interactions.

We need to absorb practices & approaches
from design, ...
Connections Planning has more in
common with Experience Planning
     than media planning.
    We are all experience desig...
Focus on
 maximizing value for all.
Create thick value, with interactions
 that are rewarding for everyone –
media provide...
It isn’t just about digital. It’s
about planning for interaction.
Television	
  
Solve real problems.
At the end of the day, our job is straightforward:
         What’s the business problem?
 What audien...
And the solution could live
       anywhere.
Embrace the one-off.
    Do we worry too much about campaigns?
Sometimes, affecting one thing well is powerful.
         C...
We all have the same job:
  making better ideas.
Whatever the job function, everyone’s job is
     additive to a shared go...
The $64,000 question:

Is connections planning a separate
            discipline?
Are we niche-ing ourselves into irreleva...
Topics for discussion:
    1)  Is connections planning a separate
        discipline? Or a core planning skill?
    2)  Wh...
Thanks.

@Jasonoke
@Garethk
Connections Planningness
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Connections Planningness

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Presentation from Planningness, October 17 2009, by Jason Oke and Gareth Kay.
For more on the event & speakers check out http://www.planningness.com
http://www.jasonoke.com
http://www.garethkay.com

Published in: Business, Technology
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  • this is a very nice presentation, adding to my belief that the medium is the message
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  • great slide. very informative and much appreciated. I am going to bookmark it.

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  • I often claim credit for raising Adam from a pup (whether that's true is beside the point), but I have to weigh in with a slightly different point of view.

    Adam is saying that the most appropriate deliverable for connection planners is insights, rather than ideas. I get why he's saying that, because giving connection planning an ideas deliverable has justified its use as a flimsy cover for crappy tactics for years now (in many places). But, having done connection planning consulting for nearly 3 years now, I have to point out that even the most inspired insights are worthless if someone doesn't USE them to invent great, new, modern ideas. I am not attached to who that someone is, particularly. If it's your creative department, fantastic. But how many kick-ass creative departments actually exist today (if we define kick-ass as consistently capable of inventing original ideas that shift behavior)? Damn few. So let the ideas come from connection planners. Or media. Or a digital team. Or some high school kids down the road. I don't really care, but getting to great ideas that work is non-negotiable.

    I guess I care less than others about the industry settling on one definition or code of conduct for connection planning. All I care about is that more truly great ideas see the light of day, and those of us in the connection planning space should be trying anything and everything to make that happen (including this dialog, so thanks for initiating it, Planningness team).

    Lisa Seward
    Mod
    lisa.seward@modideas.com
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Connections Planningness

  1. 1. Connections planning in 2009 @Jasonoke @Garethk
  2. 2. Does anyone here have the job title “connections planner?” *we’re sorry in advance
  3. 3. Caveat – we don’t mean to paint everyone with the same brush. There is brilliant work done by connections planners out there. But as a total discipline, it’s in trouble.
  4. 4. Spring 2009 survey: “What is connections planning?”
  5. 5. The argument: Connections Planning hasn’t lived up to its promise.
  6. 6. Why Connections Planning is where it is: a brief history.
  7. 7. Once upon a time, some rich white guys decided to make money by spinning off media from creative agencies.
  8. 8. This separated the creation of ideas from the choosing of media ≠  
  9. 9. The underlying assumption is that media is a container for holding messages – and turned media into a commodity to be bought primarily on price.
  10. 10. But at exactly the same time, the media landscape exploded.
  11. 11. And a new breed of ideas emerged, leveraging the particular strengths of different media.
  12. 12. Connections planning was an attempt to fix the mistake. +  
  13. 13. It was the right idea. But we’ve mostly been using it the wrong way.
  14. 14. We use it to generate “stunts” for pitches and award shows.
  15. 15. We use it to turn everything into a medium.
  16. 16. We use it to find new places to interrupt people.
  17. 17. We create fake “movements” for things people don’t care about.
  18. 18. We create utility that isn’t useful to anyone.
  19. 19. Basically, we put more shit in more places.
  20. 20. And it’s not working.
  21. 21. The irony is connections planning doesn’t create very many connections.
  22. 22. Where did it all go wrong?
  23. 23. Connections planning was solving for the wrong problem.
  24. 24. It wasn’t trying to build greater value for brands or people. It was solving for agency problems. New revenue stream Sexy new business tool Award show friendly creative
  25. 25. It was dependent on the person who did it. We got connections planners, instead of connections planning. We don’t have a shared approach or way of working.
  26. 26. It’s like pornography: “I know it when I see it”
  27. 27. We applied the lens of advertising (interruptive, message-based) to new media. Instead we should apply the lens of new media (interactivity, iteration) to advertising.
  28. 28. The opportunity: Re-thinking the value of connections planning.
  29. 29. The opportunity: A new creative process, not an output.
  30. 30. A process of putting human connections at the heart of everything. Grounded in a deep understanding of what people are trying to do, what the brand is trying to do, and how people use media.
  31. 31. A journey, not a destination. Ideas as unfolding stories, a stream of iterations and interactions that invite people into the process.
  32. 32. Think of the flow of information over time. 365 day planning instead of 360 degree. Cultural latency is a strategic tool.
  33. 33. Think of the flow of information over geography. How do you create contextual value in each particular space?
  34. 34. Think of the flow of information over the depth of the story. How deep does the rabbit hole go?
  35. 35. Think of the flow of information over technology. How can each medium & technology be used to its full potential? The role of creative technologist is increasingly important.
  36. 36. weloveyouso.com
  37. 37. h%p://www.missiong.com/show/Replay  
  38. 38. 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?
  39. 39. 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.
  40. 40. 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.
  41. 41. Focus on maximizing value for all. Create thick value, with interactions that are rewarding for everyone – media provider, participant, brand.
  42. 42. It isn’t just about digital. It’s about planning for interaction.
  43. 43. Television  
  44. 44. 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?
  45. 45. And the solution could live anywhere.
  46. 46. 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.
  47. 47. 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.
  48. 48. 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?
  49. 49. 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?
  50. 50. Thanks. @Jasonoke @Garethk
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