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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 kids…
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 
Qu...
Intent rather than interruption
Intent
- Search
- Share
- Communicate
- Be entertained
- Be creative
- Influence others 
Qu...
Intent rather than interruption
Intent
- Search
- Share
- Communicate
- Be entertained
- Be creative
- Influence others 
Qu...
Moving the planning process
From
 To
Media plans
 User engagement
R/F
 Relevant context
Mass audience reach
 Potential adv...
Different products, different norms
conversation
research 
EARNED
OWNED & EARNED
PAID
OWNED
Smartphones
Mainframe
computer...
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...
Further reading
•  Faris Yakob – Transmedia
Planning (2006)
•  Faris Yakob – The Old Future
of Advertising (2014)
•  AdAge...
Where all those images came from
•  DeLorean
•  Sir Martin Sorrell
•  Rail tanker
•  Scooby Doo
•  Sir Tim Berners-Lee
•  ...
thank you | 谢谢 | míle buíochas! |
감사합니다 | danke | ありがとう |
merci | спасибо | cám ơn |
whakawhetai | takk | ขอขอบคุณคุณ |
t...
Connection planning reloaded - reimagining media and campaign planning in a programmatic world
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Connection planning reloaded - reimagining media and campaign planning in a programmatic world

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With the rise of programmatic buying, media planning has become increasingly commoditised with media being made for containers as the paradigm

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Transcript of "Connection planning reloaded - reimagining media and campaign planning in a programmatic world"

  1. 1. Connection planning: rebooted Gearóid ‘Ged’ Carroll
  2. 2. Let’s go back in time: Should we separate art and science?
  3. 3. *Which begat media agencies Yes*
  4. 4. Media as container analogy
  5. 5. Everyone saw that it was good…
  6. 6. Ok, ‘Rowdy’ Roddy Piper didn’t
  7. 7. I would have gotten away with it if it wasn’t for you meddling kids…
  8. 8. Sir Tim Berners-Lee
  9. 9. Dramatic change wasn’t immediately apparent
  10. 10. Creativity went outside the box, and started to make new types of boxes
  11. 11. Ilovebees for Halo2
  12. 12. Connection planning
  13. 13. But as an industry we often just made marketing noisier
  14. 14. Human factors
  15. 15. You mentioned a reboot?
  16. 16. The science part of the equation is reaching a point-of-inflection
  17. 17. Need to stop creeping the consumer out…
  18. 18. Hierarchy of social marketing interactions Being civil Being nice Being human Being useful
  19. 19. Win: Win: Win
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. Different products, different norms conversation research EARNED OWNED & EARNED PAID OWNED Smartphones Mainframe computers Business cloud services Consumer laptops Tablet-type devices
  25. 25. Art + Science rather than Art OR Science
  26. 26. Leave the silos on the farm
  27. 27. From ‘cramming’ a brand message
  28. 28. Being more like a team coach
  29. 29. Serendipity: the one-off
  30. 30. More information about this presentation
  31. 31. 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-touch
  32. 32. 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
  33. 33. 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
  34. 34. 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 | "#"# $%"&'(% | kiitos | நன்றி | gracias
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