Planningness Recap for interTrend Comunications

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a recap of two presentations from the "Planning-ness" conference that has the most relevance to my day-to-day here at our little asian-american ad shop, interTrend Communications. i've borrowed a lot …

a recap of two presentations from the "Planning-ness" conference that has the most relevance to my day-to-day here at our little asian-american ad shop, interTrend Communications. i've borrowed a lot of thinking and slides from people much smarter than me in putting this little recap together. for more in-depth smarts go to these 2 links:

http://planningness.com/decks-and-videos/

http://www.zeusjones.com/blog/2009/planningness-new-marketing-tools/

this was the most well organized and productive conferences i've ever been to. kudos to Mark Lewis and Claire Grinton on getting us all excited to make things.

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  • 1. replay for interTrend Communications Monday, November 2, 2009
  • 2. unlike most conferences Monday, November 2, 2009
  • 3. we learned http://www.flickr.com/photos/w5photos/4030246498/ Monday, November 2, 2009
  • 4. we applied Monday, November 2, 2009
  • 5. we presented http://www.flickr.com/photos/exitcreative/4021580672/ Monday, November 2, 2009
  • 6. Zeus Jones on Modern Branding Monday, November 2, 2009
  • 7. brands built through interaction http://www.flickr.com/photos/jurek_durczak/2085088326/ Monday, November 2, 2009
  • 8. modern brands are defined by what they do http://www.flickr.com/photos/67465256@N00/194660449/ Monday, November 2, 2009
  • 9. http://www.zeusjones.com/blog/2009/planningness-new-marketing-tools/ Monday, November 2, 2009
  • 10. classic marketing tools http://www.zeusjones.com/blog/2009/planningness-new-marketing-tools/ Monday, November 2, 2009
  • 11. the one “insight” http://www.flickr.com/photos/snorri_orn/3510012461/ Monday, November 2, 2009
  • 12. the one “big idea” http://www.flickr.com/photos/40954787@N00/189243792/ http://www.flickr.com/photos/27818524@N00/420677725/ Monday, November 2, 2009
  • 13. How can we make research faster, cheaper, more effective, more iterative in nature? Monday, November 2, 2009
  • 14. http://www.zeusjones.com/blog/2009/planningness-new-marketing-tools/ Monday, November 2, 2009
  • 15. http://www.zeusjones.com/blog/2009/planningness-new-marketing-tools/ Monday, November 2, 2009
  • 16. an on-going Monday, November 2, 2009
  • 17. collaborative and iterative process http://www.flickr.com/photos/88951160@N00/438008033/ Monday, November 2, 2009
  • 18. not just about creating more perfectly clean and polished briefs http://www.flickr.com/photos/99366248@N00/2205176393/ Monday, November 2, 2009
  • 19. more micro briefs http://www.flickr.com/photos/29831438@N00/2892479213/ Monday, November 2, 2009
  • 20. micro ideas http://gdpsu.typepad.com/.a/6a00e55001740b883401127944ae5028a4-500wi Monday, November 2, 2009
  • 21. and learn from them http://www.flickr.com/photos/scottster/3679129498/ Monday, November 2, 2009
  • 22. and keep doing it until the client tells us to... http://www.flickr.com/photos/ecb/133203964/ Monday, November 2, 2009
  • 23. What tools do we have that’ll allow us to listen and monitor our customers behaviors, attitudes, opinions in real- time? Monday, November 2, 2009
  • 24. What tools can we use or produce that’ll provide us opportunities to [constantly] create? Monday, November 2, 2009
  • 25. What can we start doing everyday that will help drive our client’s business forward? Monday, November 2, 2009
  • 26. Jason Oke & Gareth Kay on Connections Planning Monday, November 2, 2009
  • 27. everything is a medium http://www.ibelieveinadv.com/commons/jakpetz-crawling.jpg Monday, November 2, 2009
  • 28. everything http://fuckyeahads.tumblr.com/post/230278533/borrowedheaven-girlfulloftangledhair Monday, November 2, 2009
  • 29. treating people as just eyeballs http://www.flickr.com/photos/91083986@N00/84069772/ Monday, November 2, 2009
  • 30. http://www.slideshare.net/jasonoke/connections-planningness Monday, November 2, 2009
  • 31. http://www.slideshare.net/jasonoke/connections-planningness Monday, November 2, 2009
  • 32. creating a ‘lil joy to people’s lives Monday, November 2, 2009
  • 33. part of the conversation Monday, November 2, 2009
  • 34. http://www.zeusjones.com/blog/2009/recently-launched-bp-photobooth/ adding value to customer experiences Monday, November 2, 2009
  • 35. “the key is to produce something that both pulls people together and gives them something to do.” - Henry Jenkins Monday, November 2, 2009
  • 36. creating more human connections at the heart of everything we do http://www.flickr.com/photos/cerasaragirl/1896458365/ Monday, November 2, 2009
  • 37. THE ENGAGEMENT PLANNING GUIDE CLIENT BUSINESS PROBLEM OR CHALLENGE: BETA THEPLANNINGLAB.TYPEPAD.COM 2009 FREE TO USE AND REDISTRIBUTE PRIMARY BRAND TARGET GROUP BRAND RELATIONSHIP SOLUTION BUILDING New channels/formats/ /technologies/… What relationship does the brand have How does the target group behave? with its audience? What’s a realistic In buying decisions? future brand relationship? ENABLERS What’s their real-life What should be the role of INTERACTION conversation topic? the new media channel(s)? CREATE INFORM/ATTRACT/MOTIVATE/SELL SHARE RECEIVE INDIVIDUALS IN THE SOCIAL NETWORK HOW ARE TRADITIONAL MEDIA CHANNELS/ FORMATS/CONTACT POINTS USED BY THE TARGET GROUP? WHAT ROLES DO THEY HAVE? Experiences/entertainment/ content/visualisation/functions ACTIVATORS The Planning Lab Monday, November 2, 2009
  • 38. a journey, not just the destination http://www.flickr.com/photos/75429951@N00/375434178/ Monday, November 2, 2009
  • 39. instead of 360-degree campaigns http://www.flickr.com/photos/98894117@N00/2206475032/ http://www.flickr.com/photos/75429951@N00/375434178/ Monday, November 2, 2009
  • 40. fin http://www.flickr.com/photos/32301381@N06/3018871173/ Monday, November 2, 2009
  • 41. http://www.flickr.com/photos/brockm/3090986107/ waiting for the next order Monday, November 2, 2009
  • 42. http://www.flickr.com/photos/joeshlabotnik/3707230247/ think like designers, architects, experience planners Monday, November 2, 2009
  • 43. we all have one shared goal http://www.flickr.com/photos/75429951@N00/375434178/ http://www.schneiderism.com/tag/f1-pit-crew/ Monday, November 2, 2009
  • 44. Does connections planning have a place at interTrend? Monday, November 2, 2009
  • 45. How can we find what Asian-Americans are doing on and offline, and with whom? Monday, November 2, 2009
  • 46. How can we create our own media? Monday, November 2, 2009
  • 47. Twitter: @nguyenduong Email: nguyen@intrendTrend.com a lot of this comes from people much smarter than me, that i’ve stolen from, discussed with and remixed it here. those people are: @jasonoke, @garethk, @adrianho, @joakimnilsen, @faris, @chroma, @paulisakson, @avin_narasimhan, @jeremytai, @erinjoan, @kylecameron, @clairegrinton, @johnfschneider, @theplanninglab, @skylerwallace, @plannergirl, @daria, @congbo, @misentropy, @buddingculture, Tim Gregory, Apo Bordin, Stephanie Redlener, Kaleen Ogden, Lydia Kim, Stacey Kawahata, Hilary Hempstead, Gorse jeffries http://www.flickr.com/photos/windo/4048391693/ Monday, November 2, 2009