Michał Gonera                          Junior Strategic Planner                             & Digital Consultant          ...
What does it mean?Sunday, August 12, 2012
What does it mean?       Product       ServiceSunday, August 12, 2012
What does it mean?                            Marketing       Product               problem       Service            or op...
What does it mean?                            Marketing       Product               problem                               ...
What does it mean?                            Marketing       Product               problem                               ...
What does it mean?                            Marketing       Product               problem                               ...
What does it mean?                            Marketing       Product               problem                               ...
What does it mean?                            Marketing       Product               problem                               ...
Digital can mean almost everything.                           It’s still quite new and unexplored                         ...
What do we get when an                           agency meets a NGO?Sunday, August 12, 2012
The bright and the dark sides of bothSunday, August 12, 2012
The bright and the dark sides of both                                       LiarsSunday, August 12, 2012
The bright and the dark sides of both                  Idealists            LiarsSunday, August 12, 2012
The bright and the dark sides of both                  Idealists            Liars                   Driver of a           ...
The bright and the dark sides of both                  Idealists            Liars                   Driver of a          C...
What is at         the very core?Sunday, August 12, 2012
What is at         the very core?                          MoneySunday, August 12, 2012
What is at         the very core?          Ambiguous social change   MoneySunday, August 12, 2012
As it got obvious who is the good guy                                         and who is the bad one,                     ...
The short trip throughout the                            circles of Advertising HellSunday, August 12, 2012
some would say                     advertising is bullshitSunday, August 12, 2012
what I agree is                     sometimes, you can see                     advertising              bullshitSunday, Au...
which is basically,                     bad                     advertising                     even not worth mentioningS...
but there are                      some pieces that                      are worth your                      attention    ...
•it’s old                          •it doesn’t look good for                           today’s standards of               ...
What are the essentials of the                      agency - brand relation?                    •     An agency’s client w...
For a brand,                          the role of advertising                          is quite clear - get               ...
For a brand,                          the role of advertising                          is quite clear - get               ...
Sunday, August 12, 2012
Dealing with                          corporations’                          misbehaviuorSunday, August 12, 2012
Working on                          everyday projects                          Dealing with                          corpo...
Working on                          everyday projects              Lobbying                          Dealing with         ...
Working on                          everyday projects              Lobbying                                              M...
Working on                          everyday projects            Organising            supporters              Lobbying   ...
NGO’s target groupingSunday, August 12, 2012
foundation                              NGO’s target groupingSunday, August 12, 2012
foundation                          heavy weight                          collaborators                                NGO...
foundation                                heavy weight                                collaborators                       ...
foundation                                heavy weight                                collaborators                       ...
Cooperation with companies                     The new line of the canned mineral water.                     ‘Buying this ...
Looking for new online                      models of getting support                                             Click an...
In social media                                appeal with                             relevant, i.e. easy                ...
Quality reports and                          e-publications for                          researchers, journalists and     ...
political NGOs                          content makingSunday, August 12, 2012
Quality content                           once again                          political NGOs                          cont...
Invite celebs for                              short clip                           Let them invite                       ...
Find an offline place                          where thoughts can be                                 caught.               ...
Use available                          online services                          political NGOs                          co...
Find appropriate people who won’t                             be afraid to experiment with                                ...
the geeky NGOSunday, August 12, 2012
Maybe, it’s time to experiment with                          some kind of liberal online service?                         ...
the geeky NGOSunday, August 12, 2012
an NGO         Communication         opportunitiesSunday, August 12, 2012
an NGO                          projectsSunday, August 12, 2012
an NGO       Rule makers                                     Supporters                          projectsSunday, August 12...
general public                              an NGO       Rule makers                                     Supporters       ...
general public     Get supporters                              an NGO       Rule makers                                   ...
general public     Get supporters     Let know                 an NGO       Rule makers     about projects                ...
general public     Get supporters     Let know                 an NGO       Rule makers     about projects                ...
Let’s start our trip into         the advertising hellSunday, August 12, 2012
Workshop time!Sunday, August 12, 2012
Making our own competitionSunday, August 12, 2012
practice   flipchart or powerpointSunday, August 12, 2012
classified   powerpointSunday, August 12, 2012
Could have                              That’s OK   That’s great!         been better                          1      2   ...
We are going to fight with clichés           Why do you          like traveling?      I love                            mee...
Warm-up       Answer these questions avoiding clichés       Why do you like traveling?       Why does it make sense to    ...
Let’s step into the first circleSunday, August 12, 2012
Rule makers                          Supporters    Everyday    communication    to NGO’s    supportersSunday, August 12, 2...
Task 1               Choose three different Facebook fanpages which               you find interesting and well edited     ...
Task 2                Find five Facebook posts that generated a lot of buzz                What did make them successful or...
Task 3             Keeping in mind your conclusions form             the last exercises make a list of 10             thin...
Social media policySunday, August 12, 2012
Strategy          doesn’t mean long boring pdfs.          Keep it short, simple, clear and interesting          or just ev...
Improve          Have a plan.Sunday, August 12, 2012
Get bigger          Make some bigger activation at least once a month.Sunday, August 12, 2012
Ask         Facebook is a great free research tool.         But if you ask too many stupid questions,         you may seem...
Admins         should talk with with project managers         how to improve communication of         every day work of LI...
Conclusions        from data gathered by        analytical tools should be        drawn at least monthly.        Ask a gee...
Rules                Social media are powerful.                People are not.                Make dos and don’ts and     ...
thank you for todaySunday, August 12, 2012
SaturdaySunday, August 12, 2012
It’s time for the second circleSunday, August 12, 2012
Communication  of NGO’s  projects to the  wider audience                          projectsSunday, August 12, 2012
Chinese EncyclopaediaSunday, August 12, 2012
The ancient Chinese created a very peculiar kind of      encyclopaedia. They categorised objects in a very      unconventi...
Warm-up            Feel like an Chinese encyclopaedia maker.            How many funny categories of different types of   ...
Task 1        Choose one of the LIBEK projects that you are        currently working on or have worked recently        Giv...
The aim of the project                          The main event of                             the project                 ...
What is the most popular         creative technique?Sunday, August 12, 2012
Sunday, August 12, 2012
What is the most        common mistake in the        usage of this method?Sunday, August 12, 2012
Sunday, August 12, 2012
Task 2        What kind of online content can be produced        in connection with the project?        Conduct the brains...
Sunday, August 12, 2012
Sunday, August 12, 2012
Sunday, August 12, 2012
Task 3            Prepare an online marketing            activities calendar            Make it precise!                cl...
communication      activities     project events                          timelineSunday, August 12, 2012
communication                                                    activities                                               ...
The very last circle...Sunday, August 12, 2012
general public                          an NGO       Developing       a proper       advertising       campaignsSunday, Au...
Preparations to       write a proper briefSunday, August 12, 2012
Warm-up        LIBEK is like           an apple, Africa, a frog, Belgrade, Olympics, holiday,         parents, a kiss, a m...
Write down on a paper the          reason why you are a          member/supporter of LIBEKSunday, August 12, 2012
Marketing                                           Marketing                   Creative       Product               probl...
Communication   Creative                                                                                  Advertising     ...
Communication   Creative                                                                                    Advertising   ...
Communication   Creative                                                                                    Advertising   ...
Communication   Creative                                                                                    Advertising   ...
Communication   Creative                                                                                    Advertising   ...
Communication   Creative                                                                                    Advertising   ...
Communication                            strategySunday, August 12, 2012
Communication        strategySunday, August 12, 2012
Why do we communicate?               Who do we communicate to?               What would make our communication relevant?  ...
Problem               Who do we communicate to?               What would make our communication relevant?                W...
Problem             Target group               What would make our communication relevant?                What do we say? ...
Problem             Target group              Insight                What do we say?               Why someone would belie...
Problem             Target group              Insight               Main Message               Why someone would believe u...
Problem             Target group              Insight               Main Message               Reason to believeSunday, Au...
Sunday, August 12, 2012
Sunday, August 12, 2012
Sunday, August 12, 2012
Sunday, August 12, 2012
Sunday, August 12, 2012
Sunday, August 12, 2012
Each person reads his/her reasons of             being engaged with LIBEK.             Based on these statements, a group ...
Writing a           proper briefSunday, August 12, 2012
Problem      Reason to believeSunday, August 12, 2012
Angry liberalsSunday, August 12, 2012
Each group becomes an editing team of                       newspaper with clear and                        explicit liber...
Each group becomes an editing team of                       newspaper with clear and                        explicit liber...
Each group becomes an editing team of                       newspaper with clear and                        explicit liber...
explicit liberal direction.            You spot the most important problems of                 Serbian society from the li...
perspective.                              You look for corruption                               and political scandals.   ...
and political scandals.                           You operate on solid data and                          try to be very pr...
Task 1                  You are preparing the front page                  for tomorrow edition.                  You need ...
Main photo      Five headlines      Five leads      Max. 5 sentences that      introduce the problem      and starts an ar...
thank you for todaySunday, August 12, 2012
SundaySunday, August 12, 2012
Target groupSunday, August 12, 2012
To be like a psychologistSunday, August 12, 2012
Task 2a        It’s time to figure out who are the people        interested in the social issue chose in the latest        ...
Task 2b       Now, it’s a moment to make more detailed description       of the target groups.       You need to choose th...
InsightSunday, August 12, 2012
Chatting over a pint of beerSunday, August 12, 2012
Task 3        Imagine a situation of meeting your personas.        You should prepare a shot scenario of a chat between tw...
Main messageSunday, August 12, 2012
Sunday, August 12, 2012
Sunday, August 12, 2012
Task 4         You’ve got: a problem, a solution, target         groups and insight.         It’s time to decide what woul...
The Three Levels of Advertisement Hell 2012
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The Three Levels of Advertisement Hell 2012

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The presentation deals with challenges in advertisement and online communication. It was shown during the "Corporate-level online marketing in liberal advocacy" training seminar in August 2012. The event was organized by the European Liberal Forum and funded by the European Parliament. The Frierdrich Naumann Foundation partnered the event in cooperation with Project Polska Foundation. Author of the presentation is Michal Gonera from DDB Warsaw.

More about Michal Gonera:
Facebook: https://www.facebook.com/michal.gonera
Twitter: twitter.com/michalgonera

More about Toni Richard Crisolli
Facebook: https://www.facebook.com/toni.crisolli
Twitter: https://www.twitter.com/tonicrisolli
Slideshare: http://www.slideshare.net/tcrisolli
Vimeo: https://vimeo.com/tonicrisolli
Wordpress: http://www.youtube.com/user/tonicrisolli
Flickr: http://www.flickr.com/photos/24348670@N07

More about the organizations involved in the training:
Friedrich Naumann Foundation for Freedom: http://www.freiheit.org
Project Polska: http://projektpolska.pl/
European Liberal Forum: http://www.liberalforum.eu/

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The Three Levels of Advertisement Hell 2012

  1. 1. Michał Gonera Junior Strategic Planner & Digital Consultant at DDB WarsawSunday, August 12, 2012
  2. 2. What does it mean?Sunday, August 12, 2012
  3. 3. What does it mean? Product ServiceSunday, August 12, 2012
  4. 4. What does it mean? Marketing Product problem Service or opportunitySunday, August 12, 2012
  5. 5. What does it mean? Marketing Product problem Client Service or opportunity briefSunday, August 12, 2012
  6. 6. What does it mean? Marketing Product problem Client Creative Service or opportunity brief briefSunday, August 12, 2012
  7. 7. What does it mean? Marketing Product problem Client Creative Creative Service or opportunity brief brief ideaSunday, August 12, 2012
  8. 8. What does it mean? Marketing Product problem Client Creative Creative Production Service or opportunity brief brief ideaSunday, August 12, 2012
  9. 9. What does it mean? Marketing Product problem Client Creative Creative Production Service or opportunity brief brief idea planner’s responsibilitiesSunday, August 12, 2012
  10. 10. Digital can mean almost everything. It’s still quite new and unexplored land in the advertising world.Sunday, August 12, 2012
  11. 11. What do we get when an agency meets a NGO?Sunday, August 12, 2012
  12. 12. The bright and the dark sides of bothSunday, August 12, 2012
  13. 13. The bright and the dark sides of both LiarsSunday, August 12, 2012
  14. 14. The bright and the dark sides of both Idealists LiarsSunday, August 12, 2012
  15. 15. The bright and the dark sides of both Idealists Liars Driver of a sustainable and fair societySunday, August 12, 2012
  16. 16. The bright and the dark sides of both Idealists Liars Driver of a Creative sustainable powerhouse of and fair market society competitivenessSunday, August 12, 2012
  17. 17. What is at the very core?Sunday, August 12, 2012
  18. 18. What is at the very core? MoneySunday, August 12, 2012
  19. 19. What is at the very core? Ambiguous social change MoneySunday, August 12, 2012
  20. 20. As it got obvious who is the good guy and who is the bad one, I would like to invite you to...Sunday, August 12, 2012
  21. 21. The short trip throughout the circles of Advertising HellSunday, August 12, 2012
  22. 22. some would say advertising is bullshitSunday, August 12, 2012
  23. 23. what I agree is sometimes, you can see advertising bullshitSunday, August 12, 2012
  24. 24. which is basically, bad advertising even not worth mentioningSunday, August 12, 2012
  25. 25. but there are some pieces that are worth your attention even not worth mentioningSunday, August 12, 2012
  26. 26. •it’s old •it doesn’t look good for today’s standards of food photo shooting •it has old fashioned long copy text •it’s analog •even, its creative potential is controversial but still, it’s nice idea that is relevant for a good deal of customersSunday, August 12, 2012
  27. 27. What are the essentials of the agency - brand relation? • An agency’s client wants consumers to buy the product. • An agency prepare communication about the product. • A good piece of communication has relevant message, is based on a creative idea and sells the product.Sunday, August 12, 2012
  28. 28. For a brand, the role of advertising is quite clear - get new customersSunday, August 12, 2012
  29. 29. For a brand, the role of advertising is quite clear - get new customers But it gets much more complicated when we think about NGOsSunday, August 12, 2012
  30. 30. Sunday, August 12, 2012
  31. 31. Dealing with corporations’ misbehaviuorSunday, August 12, 2012
  32. 32. Working on everyday projects Dealing with corporations’ misbehaviuorSunday, August 12, 2012
  33. 33. Working on everyday projects Lobbying Dealing with corporations’ misbehaviuorSunday, August 12, 2012
  34. 34. Working on everyday projects Lobbying Managing donations Dealing with corporations’ misbehaviuorSunday, August 12, 2012
  35. 35. Working on everyday projects Organising supporters Lobbying Managing donations Dealing with corporations’ misbehaviuorSunday, August 12, 2012
  36. 36. NGO’s target groupingSunday, August 12, 2012
  37. 37. foundation NGO’s target groupingSunday, August 12, 2012
  38. 38. foundation heavy weight collaborators NGO’s target groupingSunday, August 12, 2012
  39. 39. foundation heavy weight collaborators light weight collaborators NGO’s target groupingSunday, August 12, 2012
  40. 40. foundation heavy weight collaborators light weight collaborators users NGO’s target groupingSunday, August 12, 2012
  41. 41. Cooperation with companies The new line of the canned mineral water. ‘Buying this water to help to build wells’ The NGO adds its value and makes the edition special. NGO’s communication opportunitiesSunday, August 12, 2012
  42. 42. Looking for new online models of getting support Click and a sponsor, whose ad you are going to see, will pay for a lunch for hungry child. NGO’s communication opportunitiesSunday, August 12, 2012
  43. 43. In social media appeal with relevant, i.e. easy to digest, content. NGO’s communication opportunitiesSunday, August 12, 2012
  44. 44. Quality reports and e-publications for researchers, journalists and those who are interested in those topics and look for well prepared content. Being an opinion leader and reliable source is a great PR incentive. NGO’s communication opportunitiesSunday, August 12, 2012
  45. 45. political NGOs content makingSunday, August 12, 2012
  46. 46. Quality content once again political NGOs content makingSunday, August 12, 2012
  47. 47. Invite celebs for short clip Let them invite for your event political NGOs content makingSunday, August 12, 2012
  48. 48. Find an offline place where thoughts can be caught. Make it nice and show it online. political NGOs content makingSunday, August 12, 2012
  49. 49. Use available online services political NGOs content makingSunday, August 12, 2012
  50. 50. Find appropriate people who won’t be afraid to experiment with online communication the geeky NGOSunday, August 12, 2012
  51. 51. the geeky NGOSunday, August 12, 2012
  52. 52. Maybe, it’s time to experiment with some kind of liberal online service? the geeky NGOSunday, August 12, 2012
  53. 53. the geeky NGOSunday, August 12, 2012
  54. 54. an NGO Communication opportunitiesSunday, August 12, 2012
  55. 55. an NGO projectsSunday, August 12, 2012
  56. 56. an NGO Rule makers Supporters projectsSunday, August 12, 2012
  57. 57. general public an NGO Rule makers Supporters projectsSunday, August 12, 2012
  58. 58. general public Get supporters an NGO Rule makers Supporters projectsSunday, August 12, 2012
  59. 59. general public Get supporters Let know an NGO Rule makers about projects Supporters projectsSunday, August 12, 2012
  60. 60. general public Get supporters Let know an NGO Rule makers about projects Supporters Ask directly for social change projectsSunday, August 12, 2012
  61. 61. Let’s start our trip into the advertising hellSunday, August 12, 2012
  62. 62. Workshop time!Sunday, August 12, 2012
  63. 63. Making our own competitionSunday, August 12, 2012
  64. 64. practice flipchart or powerpointSunday, August 12, 2012
  65. 65. classified powerpointSunday, August 12, 2012
  66. 66. Could have That’s OK That’s great! been better 1 2 3Sunday, August 12, 2012
  67. 67. We are going to fight with clichés Why do you like traveling? I love meeting new peopleSunday, August 12, 2012
  68. 68. Warm-up Answer these questions avoiding clichés Why do you like traveling? Why does it make sense to engage in your local community life? Why homosexual couples should be allowed to get married? Get as many creative answers as possible!Sunday, August 12, 2012
  69. 69. Let’s step into the first circleSunday, August 12, 2012
  70. 70. Rule makers Supporters Everyday communication to NGO’s supportersSunday, August 12, 2012
  71. 71. Task 1 Choose three different Facebook fanpages which you find interesting and well edited and look at the two obligatory ones. What are they about? Explain briefly What makes them good? Explain briefly and find examples practice flipchart or powerpointSunday, August 12, 2012
  72. 72. Task 2 Find five Facebook posts that generated a lot of buzz What did make them successful or interesting? Explain briefly Why did people keep replying? What was their reactions? Explain briefly in bullet points practice flipchart or powerpointSunday, August 12, 2012
  73. 73. Task 3 Keeping in mind your conclusions form the last exercises make a list of 10 things that you would advice someone who administrates a LIBEK’s Facebook fanpage. Make it useful! classified powerpointSunday, August 12, 2012
  74. 74. Social media policySunday, August 12, 2012
  75. 75. Strategy doesn’t mean long boring pdfs. Keep it short, simple, clear and interesting or just even have a right person in the right place.Sunday, August 12, 2012
  76. 76. Improve Have a plan.Sunday, August 12, 2012
  77. 77. Get bigger Make some bigger activation at least once a month.Sunday, August 12, 2012
  78. 78. Ask Facebook is a great free research tool. But if you ask too many stupid questions, you may seem incompetent.Sunday, August 12, 2012
  79. 79. Admins should talk with with project managers how to improve communication of every day work of LIBEK.Sunday, August 12, 2012
  80. 80. Conclusions from data gathered by analytical tools should be drawn at least monthly. Ask a geeky person for a short report.Sunday, August 12, 2012
  81. 81. Rules Social media are powerful. People are not. Make dos and don’ts and drink responsibly.Sunday, August 12, 2012
  82. 82. thank you for todaySunday, August 12, 2012
  83. 83. SaturdaySunday, August 12, 2012
  84. 84. It’s time for the second circleSunday, August 12, 2012
  85. 85. Communication of NGO’s projects to the wider audience projectsSunday, August 12, 2012
  86. 86. Chinese EncyclopaediaSunday, August 12, 2012
  87. 87. The ancient Chinese created a very peculiar kind of encyclopaedia. They categorised objects in a very unconventional manner. For example, a turtle has been included into following groups: • Animals that support the Earth • Animals that look like walking helmets • Creatures that can be confused with a stone • Animals that shall not be put upside downSunday, August 12, 2012
  88. 88. Warm-up Feel like an Chinese encyclopaedia maker. How many funny categories of different types of LIBEK supporters can you create?Sunday, August 12, 2012
  89. 89. Task 1 Choose one of the LIBEK projects that you are currently working on or have worked recently Give basic information on the project practice flipchart or powerpointSunday, August 12, 2012
  90. 90. The aim of the project The main event of the project Groups of stakeholders people who: • are interested • are, could or should be involved What is they interest? • can be affected by the project • could have strong and clear opinion on the projectSunday, August 12, 2012
  91. 91. What is the most popular creative technique?Sunday, August 12, 2012
  92. 92. Sunday, August 12, 2012
  93. 93. What is the most common mistake in the usage of this method?Sunday, August 12, 2012
  94. 94. Sunday, August 12, 2012
  95. 95. Task 2 What kind of online content can be produced in connection with the project? Conduct the brainstorm and prepare short creative presentation (10 slides max) Make it interesting! classified powerpointSunday, August 12, 2012
  96. 96. Sunday, August 12, 2012
  97. 97. Sunday, August 12, 2012
  98. 98. Sunday, August 12, 2012
  99. 99. Task 3 Prepare an online marketing activities calendar Make it precise! classified powerpointSunday, August 12, 2012
  100. 100. communication activities project events timelineSunday, August 12, 2012
  101. 101. communication activities project events timeline What kind of content Main distribution service Target audience The aim of the content How many people need to be engaged in production and who? How much time would it take to produce the content?Sunday, August 12, 2012
  102. 102. The very last circle...Sunday, August 12, 2012
  103. 103. general public an NGO Developing a proper advertising campaignsSunday, August 12, 2012
  104. 104. Preparations to write a proper briefSunday, August 12, 2012
  105. 105. Warm-up LIBEK is like an apple, Africa, a frog, Belgrade, Olympics, holiday, parents, a kiss, a monkey, a train, a tree, a football team, a TV show, a phone, a airplane, a Big Mac, a car engine, a classroom, water, love affair, Tomislav Nikolić, a piece of cake, can of Coke, a cloud, Goole Maps because ...Sunday, August 12, 2012
  106. 106. Write down on a paper the reason why you are a member/supporter of LIBEKSunday, August 12, 2012
  107. 107. Marketing Marketing Creative Product problem strategy Communication strategy idea Advertising or opportunitySunday, August 12, 2012
  108. 108. Communication Creative Advertising strategy idea Marketing Marketing Media Product problem strategy strategy or opportunitySunday, August 12, 2012
  109. 109. Communication Creative Advertising strategy idea Marketing Marketing Media Product problem strategy strategy or opportunity Digital strategies Digital strategies Digital strategiesSunday, August 12, 2012
  110. 110. Communication Creative Advertising strategy idea Marketing Marketing Media Product problem strategy strategy SEM or opportunity Digital strategies Display Digital strategies Social media Digital strategies BlogsSunday, August 12, 2012
  111. 111. Communication Creative Advertising strategy idea Marketing Marketing Media Product problem strategy strategy SEM or opportunity Digital strategies On-line Display service Digital strategies Social Social media policy media Digital strategies PR BlogsSunday, August 12, 2012
  112. 112. Communication Creative Advertising strategy idea Marketing Marketing Media Product problem strategy strategy SEM or opportunity Digital strategies On-line Display service Digital Mobile strategies Social Social media policy media Digital strategies PR BlogsSunday, August 12, 2012
  113. 113. Communication Creative Advertising strategy idea Marketing Marketing Media Product problem strategy strategy SEM or opportunity Digital strategies On-line Display service OOH Digital Mobile digital strategies Social Social media policy media Digital strategies PR BlogsSunday, August 12, 2012
  114. 114. Communication strategySunday, August 12, 2012
  115. 115. Communication strategySunday, August 12, 2012
  116. 116. Why do we communicate? Who do we communicate to? What would make our communication relevant? What do we say? Why someone would believe us?Sunday, August 12, 2012
  117. 117. Problem Who do we communicate to? What would make our communication relevant? What do we say? Why someone would believe us?Sunday, August 12, 2012
  118. 118. Problem Target group What would make our communication relevant? What do we say? Why someone would believe us?Sunday, August 12, 2012
  119. 119. Problem Target group Insight What do we say? Why someone would believe us?Sunday, August 12, 2012
  120. 120. Problem Target group Insight Main Message Why someone would believe us?Sunday, August 12, 2012
  121. 121. Problem Target group Insight Main Message Reason to believeSunday, August 12, 2012
  122. 122. Sunday, August 12, 2012
  123. 123. Sunday, August 12, 2012
  124. 124. Sunday, August 12, 2012
  125. 125. Sunday, August 12, 2012
  126. 126. Sunday, August 12, 2012
  127. 127. Sunday, August 12, 2012
  128. 128. Each person reads his/her reasons of being engaged with LIBEK. Based on these statements, a group answers the question what is LIBEK general organisational goal?Sunday, August 12, 2012
  129. 129. Writing a proper briefSunday, August 12, 2012
  130. 130. Problem Reason to believeSunday, August 12, 2012
  131. 131. Angry liberalsSunday, August 12, 2012
  132. 132. Each group becomes an editing team of newspaper with clear and explicit liberal direction.Sunday, August 12, 2012
  133. 133. Each group becomes an editing team of newspaper with clear and explicit liberal direction. You spot the most important problems of Serbian society from the liberal perspective.Sunday, August 12, 2012
  134. 134. Each group becomes an editing team of newspaper with clear and explicit liberal direction. You spot the most important problems of Serbian society from the liberal perspective. You look for corruption and political scandals.Sunday, August 12, 2012
  135. 135. explicit liberal direction. You spot the most important problems of Serbian society from the liberal perspective. You look for corruption and political scandals. You operate on solid data and try to be very precise each time.Sunday, August 12, 2012
  136. 136. perspective. You look for corruption and political scandals. You operate on solid data and try to be very precise each time. You also try to be as much constructive as possible.Sunday, August 12, 2012
  137. 137. and political scandals. You operate on solid data and try to be very precise each time. You also try to be as much constructive as possible. So, if you see a problem, you try to find a proper, i.e. liberal, solution.Sunday, August 12, 2012
  138. 138. Task 1 You are preparing the front page for tomorrow edition. You need to prepare five headlines, five leads and one photo. Headlines and leads should be an essence of the problem that you noticed as liberals. You also need to write down how would you solve each of these problems. classified powerpointSunday, August 12, 2012
  139. 139. Main photo Five headlines Five leads Max. 5 sentences that introduce the problem and starts an article. + Five solutionsSunday, August 12, 2012
  140. 140. thank you for todaySunday, August 12, 2012
  141. 141. SundaySunday, August 12, 2012
  142. 142. Target groupSunday, August 12, 2012
  143. 143. To be like a psychologistSunday, August 12, 2012
  144. 144. Task 2a It’s time to figure out who are the people interested in the social issue chose in the latest task. Find as many groups of people who would be affected by the solution as possible. Each of them has to be classified according to the reaction as: love it, like it, don’t like it or hate it. classified powerpointSunday, August 12, 2012
  145. 145. Task 2b Now, it’s a moment to make more detailed description of the target groups. You need to choose those who you would like to communicate to and prepare personas Persona is a detailed psychological description of a typical member of each groups. Start with selecting a name and picture. Describe how old is he/she, what is his/hers occupation, what is his/her mindset and at the end what would be his/her attitude to solution that they proposed. classified powerpointSunday, August 12, 2012
  146. 146. InsightSunday, August 12, 2012
  147. 147. Chatting over a pint of beerSunday, August 12, 2012
  148. 148. Task 3 Imagine a situation of meeting your personas. You should prepare a shot scenario of a chat between two people who don’t know each other, have just met in a pub and start a nice conversation about current affairs in Serbia. The main topic is the social problem that you chose to work on and the LIBEK’s solution. One of the characters is an inquisitive, but neutral Asker and the other is a talkative Persona who is really eager to share his/her opinions. classified powerpointSunday, August 12, 2012
  149. 149. Main messageSunday, August 12, 2012
  150. 150. Sunday, August 12, 2012
  151. 151. Sunday, August 12, 2012
  152. 152. Task 4 You’ve got: a problem, a solution, target groups and insight. It’s time to decide what would be the main message of the campaign. Just answer the question: What would you tell your target groups to persuade them to your solution? classified powerpointSunday, August 12, 2012

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