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Connection planning rebooted - a presentation on fixing modern media and campaign planning
 

Connection planning rebooted - a presentation on fixing modern media and campaign planning

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presentation that I put together on media planning its trials and tribulations more at renaissancechambara.jp

presentation that I put together on media planning its trials and tribulations more at renaissancechambara.jp

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  • Let’s step back in time to a point where marketing groups re-examined their advertising businesses and decided to ask themselves a very similar question to the one that I posed here
  • The upshot was that media planning sat in different organisations from the creative side of marketing. And that had real consequences about how we thought on marketing to consumers.
  • Which meant that advertising inventory started to look like containers. The analogy of a freight forwarder as a media agency was quite a good one. Prior to containerisation, managing freight was a bity business, increasing standardisation allowed more focus on better business practices.
  • Creative agencies got to make 90-second spots; claim they worked with Ridley Scott or Tony Kaye, win awards and have a good time…
  • They were critics, but they were more concerned about macro issues like the consumer society, the effect of television on society etc. etc.
  • But time waits for no brand and technology disrupted media and our relationship with it
  • Thanks to widespread adoption of online technologies our relationship started to change. There were hints of what was to come through earlier thinking around media theory and consumer usage of interactive media: HyperCard, interactive cable TV experiments in the early 1990s. But the web browser set us on a new road.
  • There wasn’t a sudden wide-scale epiphany. This was the case for a number of reasons: <br /> It’s really hard to sell people something completely new, it’s a lot easier to give them something to hold on to first of all <br /> Everyone was finding their feet at the time <br /> There was a fear in the tech sector at the time of innovating in technology. Yahoo! saw themselves as a media company partly because technology companies got mangled by Microsoft: Borland, Netscape, Digital Research, Novell were all names fresh in the minds of entrepreneurs at the time
  • The marketing for The Blair Witch Project, The Subservient Chicken all were examples that shook up marketers about how they think about creative
  • Media planners consequently had to retool with a new framework that better addressed a media that is consumed in a different manner.
  • Connection planning covered a multitude of sins creating additional marketing noise and for consumers. Stunts, making everything a medium rather than carefully considering context, continued use of interruption marketing, fake brand moments – all you people using facebook who do infographics asking like if…, share if…. Marketing objects that had useless utility <br /> <br />
  • In agency life and as a client the new, new thing has an irresistible attraction. There are careers to be made, kudos to be earned, rewards to be garnered, resumes to be polished, speaking opportunities to be done and opinion pieces to be written. When senior marketers may only last 18 months in a role, the pressure to think about the next move and career fame is particularly acute.
  • Despite all the mistakes that have been made I think that there has never been a better time to think about giving connection planning a reboot. Reboot in the operating sense of the word is quite appropriate since connection planning is a process rather than an output.
  • Programmatic buying is a reinvigorated drive to commoditise planning and purchase; in essence a reinforcement of the media as container idea. Yet much of the former thinking about online platforms is still true. Interruption marketing is still offensive
  • In addition, behaviour-based additions to media planning such as re-targeting / re-marketing is creating a new source of consumer discomfort, an online advertising uncanny valley where brands are perceived to stalk customers. Services like Outbrain are resented because of the low-quality content that they surface and everyone is tired of those ‘one weird trick to…’ adverts that are just weird.
  • In order to do that process its about putting the audience first, and considering how the brand interacts with that person, a code if you will. In this hierarchy of social marketing interactions, it wouldn’t be appropriate for brands to try and climb all the way to the top. For some it just isn’t appropriate.
  • It has to be good for the brand, the media owner and the consumer. The problems have to be real: be useful, the solution can be anywhere – online, offline, product, service – every experience that we have is media and increasingly we as marketers are having to think about experience.
  • Intent – determine intersection of user intent and business goals. Intent drives query in a search engine or specific site/niche <br /> Query results are based on content and conversation, and both can be influenced and shaped <br /> <br /> Query - query is the gateway to conversation – site content, SEO, linking strategies, online conversion <br /> <br /> Query leads to a destination Users evaluate multiple destinations before choosing to engage <br /> We can either create destinations or relate with existing destinations through blogger and community outreach or social networking <br /> <br /> Destination – site | content creation, blogger outreach, social networking <br /> <br /> Through social media, each user influences the next as he or she travels along the path from intent to interaction <br /> By delivering valuable messages and shareable experiences that relate directly to user intent, we can spark users to extend the reach of a message through their own social networks <br /> <br /> Interaction – meaningful – makes the media social <br />
  • Intent – determine intersection of user intent and business goals. Intent drives query in a search engine or specific site/niche <br /> Query results are based on content and conversation, and both can be influenced and shaped <br /> <br /> Query - query is the gateway to conversation – site content, SEO, linking strategies, online conversion <br /> <br /> Query leads to a destination Users evaluate multiple destinations before choosing to engage <br /> We can either create destinations or relate with existing destinations through blogger and community outreach or social networking <br /> <br /> Destination – site | content creation, blogger outreach, social networking <br /> <br /> Through social media, each user influences the next as he or she travels along the path from intent to interaction <br /> By delivering valuable messages and shareable experiences that relate directly to user intent, we can spark users to extend the reach of a message through their own social networks <br /> <br /> Interaction – meaningful – makes the media social <br />
  • Intent – determine intersection of user intent and business goals. Intent drives query in a search engine or specific site/niche <br /> Query results are based on content and conversation, and both can be influenced and shaped <br /> <br /> Query - query is the gateway to conversation – site content, SEO, linking strategies, online conversion <br /> <br /> Query leads to a destination Users evaluate multiple destinations before choosing to engage <br /> We can either create destinations or relate with existing destinations through blogger and community outreach or social networking <br /> <br /> Destination – site | content creation, blogger outreach, social networking <br /> <br /> Through social media, each user influences the next as he or she travels along the path from intent to interaction <br /> By delivering valuable messages and shareable experiences that relate directly to user intent, we can spark users to extend the reach of a message through their own social networks <br /> <br /> Interaction – meaningful – makes the media social <br />
  • Cultural latency is your friend, Move from 360 planning to idea-driven where the channel naturally fits rather than being shoe-horned in with the same broadcast message
  • You still need unique insights, targeting within a ‘moral framework’.
  • Rather than leaving the functions of strategy, creative, production and media as separate work stops where the customer job gets handed off to one-after-the-other. They need to work as one cross-functional team from beginning to end.
  • Marketing currently reminds me a lot of the tutorial colleges I used to see advertised around Hong Kong where organisations worked hard to get the necessary content to pass exams into students heads. The most successful tutors were feted in grand advertising campaigns. As marketers we focus on trying to get ‘one message across’
  • Creating an environment for convening and supporting groups. Planning for what happens after we get the ‘like’
  • Kiehl’s recent ‘in space’ campaign shows the power of the one-off idea as well

Connection planning rebooted - a presentation on fixing modern media and campaign planning Connection planning rebooted - a presentation on fixing modern media and campaign planning Presentation Transcript

  • Connection planning: rebooted Gearóid ‘Ged’ Carroll
  • Let’s go back in time: Should we separate art and science?
  • *Which begat media agencies Yes*
  • Media as container analogy
  • Everyone saw that it was good…
  • Ok, ‘Rowdy’ Roddy Piper didn’t
  • I would have gotten away with it if it wasn’t for you meddling
  • Sir Tim Berners-Lee
  • Dramatic change wasn’t immediately apparent
  • Creativity went outside the box, and started to make new types of boxes
  • Ilovebees for Halo2
  • Connection planning
  • But as an industry we often just made marketing noisier
  • Human factors
  • You mentioned a reboot?
  • The science part of the equation is reaching a point-of-inflection
  • Need to stop creeping the consumer out…
  • Hierarchy of social marketing interactions Being civil Being nice Being human Being useful
  • Win: Win: Win
  • Intent rather than interruption Intent - Search - Share - Communicate - Be entertained - Be creative - Influence others Query Filtered through: - Trusted web - Google | Bing-Yahoo! | Naver | Baidu - Vertical search - Site search Destination User chooses destination based on: - Content - Credibility - Trust Interaction - With other users - Brands - Organisations
  • Intent rather than interruption Intent - Search - Share - Communicate - Be entertained - Be creative - Influence others Query Filtered through: - Trusted web - Google | Bing-Yahoo! | Naver | Baidu - Vertical search - Site search Destination User chooses destination based on: - Content - Credibility - Trust Interaction - With other users - Brands - Organisations
  • Intent rather than interruption Intent - Search - Share - Communicate - Be entertained - Be creative - Influence others Query Filtered through: - Trusted web - Google | Bing-Yahoo! | Naver | Baidu - Vertical search - Site search Destination User chooses destination based on: - Content - Credibility - Trust Interaction - With other users - Brands - Organisations
  • Moving the planning process From To Media plans User engagement R/F Relevant context Mass audience reach Potential advocate reach Share-of-voice Share-of-conversation Current channels Future canvas ‘future-proofing’ and ‘scalability’ in technology marketing- speak Quarterly campaigns Ongoing programmes | long-term planning Messages penetration Culture that sticks Global Local / geographic relevance In-depth storytelling ‘Momentum’ or flow of storytelling
  • Different products, different norms conversation research EARNED OWNED & EARNED PAID OWNED Smartphones Mainframe computers Business cloud services Consumer laptops Tablet-type devices
  • Art + Science rather than Art OR Science
  • Leave the silos on the farm
  • From ‘cramming’ a brand message
  • Being more like a team coach
  • Serendipity: the one-off
  • More information about this presentation
  • You can find out more about me at renaissancechambara.jp/about I currently work at racepointglobal.com You can get in touch via renaissancechambara.jp/getting-in-
  • Further reading • Faris Yakob – Transmedia Planning (2006) • Faris Yakob – The Old Future of Advertising (2014) • AdAge - Why Your Agency Should Embrace Connection Planning (2009) • Slate - The Uncanny Valley of Internet Advertising (2012) • Clay Shirky • danah boyd • Will McInnes • Yochai Benkler • Brand / Belief model • The Dentsu Way: Secrets of Cross Switch Marketing from the World’s Most Innovative Advertising Agency by Kotaro Sugiyama &Tim Andree
  • Where all those images came from • DeLorean • Sir Martin Sorrell • Rail tanker • Scooby Doo • Sir Tim Berners-Lee • Jerry Yang & David Filo • Ilovebees • neon • Pakistani bus • IP addresses • Trading floor • Robot • Silos • Hong Kong cramming school advert • Baseball dugout • Self portrait
  • thank you | 谢谢 | míle buíochas! | 감사합니다 | danke | ありがとう | merci | спасибо | cám ơn | whakawhetai | takk | ขอขอบคุณคุณ | terima kasih | σας ευχαριστώ | grazie | ‫شكرا‬ | þakka þér | დიდი მადლობა | kiitos | நன்றி | gracias