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replay for interTrend Communications




Monday, November 2, 2009
unlike most conferences




Monday, November 2, 2009
we learned




                           http://www.flickr.com/photos/w5photos/4030246498/
Monday, November 2, 2009
we applied




Monday, November 2, 2009
we presented




                           http://www.flickr.com/photos/exitcreative/4021580672/
Monday, November 2, 2009
Zeus Jones on
            Modern Branding


Monday, November 2, 2009
brands built through
                               interaction




                              http://www.flickr.com/pho...
modern brands are
                           defined by what they do




                                 http://www.flickr....
http://www.zeusjones.com/blog/2009/planningness-new-marketing-tools/
Monday, November 2, 2009
classic marketing tools
                            http://www.zeusjones.com/blog/2009/planningness-new-marketing-tools/
M...
the one “insight”




                           http://www.flickr.com/photos/snorri_orn/3510012461/
Monday, November 2, 20...
the one “big idea”




                           http://www.flickr.com/photos/40954787@N00/189243792/
                    ...
How can we make
         research faster, cheaper,
          more effective, more
           iterative in nature?
Monday, ...
http://www.zeusjones.com/blog/2009/planningness-new-marketing-tools/
Monday, November 2, 2009
http://www.zeusjones.com/blog/2009/planningness-new-marketing-tools/
Monday, November 2, 2009
an on-going




Monday, November 2, 2009
collaborative and iterative process




                                            http://www.flickr.com/photos/88951160@N...
not just about creating more
                           perfectly clean and polished briefs




                          ...
more micro briefs




                           http://www.flickr.com/photos/29831438@N00/2892479213/

Monday, November 2,...
micro ideas




                           http://gdpsu.typepad.com/.a/6a00e55001740b883401127944ae5028a4-500wi
Monday, No...
and learn from them


                               http://www.flickr.com/photos/scottster/3679129498/
Monday, November 2,...
and keep doing it until the client tells us to...




                                                    http://www.flickr...
What tools do we have
   that’ll allow us to listen
       and monitor our
     customers behaviors,
  attitudes, opinions...
What tools can we use
  or produce that’ll provide
     us opportunities to
     [constantly] create?
Monday, November 2, ...
What can we start doing
  everyday that will help
 drive our client’s business
         forward?
Monday, November 2, 2009
Jason Oke & Gareth Kay
            on
   Connections Planning


Monday, November 2, 2009
everything is a medium



                                http://www.ibelieveinadv.com/commons/jakpetz-crawling.jpg
Monday...
everything



                           http://fuckyeahads.tumblr.com/post/230278533/borrowedheaven-girlfulloftangledhair...
treating people as just eyeballs




                                         http://www.flickr.com/photos/91083986@N00/840...
http://www.slideshare.net/jasonoke/connections-planningness
Monday, November 2, 2009
http://www.slideshare.net/jasonoke/connections-planningness
Monday, November 2, 2009
creating a ‘lil joy to people’s lives




Monday, November 2, 2009
part of the conversation

Monday, November 2, 2009
http://www.zeusjones.com/blog/2009/recently-launched-bp-photobooth/




                           adding value to custome...
“the key is to produce something that both pulls people
                  together and gives them something to do.” - Henr...
creating more human connections at
                              the heart of everything we do
                           ...
THE ENGAGEMENT PLANNING GUIDE                                  CLIENT BUSINESS PROBLEM OR CHALLENGE:
     BETA
     THEPLA...
a journey, not just the destination


                                            http://www.flickr.com/photos/75429951@N00...
instead of 360-degree
                                                             campaigns




http://www.flickr.com/phot...
fin
                                 http://www.flickr.com/photos/32301381@N06/3018871173/
Monday, November 2, 2009
http://www.flickr.com/photos/brockm/3090986107/




                           waiting for the next order



Monday, Novemb...
http://www.flickr.com/photos/joeshlabotnik/3707230247/




                           think like designers, architects, exp...
we all have one shared goal




                                     http://www.flickr.com/photos/75429951@N00/375434178/
 ...
Does connections
         planning have a place at
               interTrend?

Monday, November 2, 2009
How can we find what
        Asian-Americans are
      doing on and offline, and
            with whom?
Monday, November 2, ...
How can we create our
          own media?


Monday, November 2, 2009
Twitter: @nguyenduong
                                                                                        Email: nguye...
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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 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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Transcript of "Planningness Recap for interTrend Comunications"

  1. 1. replay for interTrend Communications Monday, November 2, 2009
  2. 2. unlike most conferences Monday, November 2, 2009
  3. 3. we learned http://www.flickr.com/photos/w5photos/4030246498/ Monday, November 2, 2009
  4. 4. we applied Monday, November 2, 2009
  5. 5. we presented http://www.flickr.com/photos/exitcreative/4021580672/ Monday, November 2, 2009
  6. 6. Zeus Jones on Modern Branding Monday, November 2, 2009
  7. 7. brands built through interaction http://www.flickr.com/photos/jurek_durczak/2085088326/ Monday, November 2, 2009
  8. 8. modern brands are defined by what they do http://www.flickr.com/photos/67465256@N00/194660449/ Monday, November 2, 2009
  9. 9. http://www.zeusjones.com/blog/2009/planningness-new-marketing-tools/ Monday, November 2, 2009
  10. 10. classic marketing tools http://www.zeusjones.com/blog/2009/planningness-new-marketing-tools/ Monday, November 2, 2009
  11. 11. the one “insight” http://www.flickr.com/photos/snorri_orn/3510012461/ Monday, November 2, 2009
  12. 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. 13. How can we make research faster, cheaper, more effective, more iterative in nature? Monday, November 2, 2009
  14. 14. http://www.zeusjones.com/blog/2009/planningness-new-marketing-tools/ Monday, November 2, 2009
  15. 15. http://www.zeusjones.com/blog/2009/planningness-new-marketing-tools/ Monday, November 2, 2009
  16. 16. an on-going Monday, November 2, 2009
  17. 17. collaborative and iterative process http://www.flickr.com/photos/88951160@N00/438008033/ Monday, November 2, 2009
  18. 18. not just about creating more perfectly clean and polished briefs http://www.flickr.com/photos/99366248@N00/2205176393/ Monday, November 2, 2009
  19. 19. more micro briefs http://www.flickr.com/photos/29831438@N00/2892479213/ Monday, November 2, 2009
  20. 20. micro ideas http://gdpsu.typepad.com/.a/6a00e55001740b883401127944ae5028a4-500wi Monday, November 2, 2009
  21. 21. and learn from them http://www.flickr.com/photos/scottster/3679129498/ Monday, November 2, 2009
  22. 22. and keep doing it until the client tells us to... http://www.flickr.com/photos/ecb/133203964/ Monday, November 2, 2009
  23. 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. 24. What tools can we use or produce that’ll provide us opportunities to [constantly] create? Monday, November 2, 2009
  25. 25. What can we start doing everyday that will help drive our client’s business forward? Monday, November 2, 2009
  26. 26. Jason Oke & Gareth Kay on Connections Planning Monday, November 2, 2009
  27. 27. everything is a medium http://www.ibelieveinadv.com/commons/jakpetz-crawling.jpg Monday, November 2, 2009
  28. 28. everything http://fuckyeahads.tumblr.com/post/230278533/borrowedheaven-girlfulloftangledhair Monday, November 2, 2009
  29. 29. treating people as just eyeballs http://www.flickr.com/photos/91083986@N00/84069772/ Monday, November 2, 2009
  30. 30. http://www.slideshare.net/jasonoke/connections-planningness Monday, November 2, 2009
  31. 31. http://www.slideshare.net/jasonoke/connections-planningness Monday, November 2, 2009
  32. 32. creating a ‘lil joy to people’s lives Monday, November 2, 2009
  33. 33. part of the conversation Monday, November 2, 2009
  34. 34. http://www.zeusjones.com/blog/2009/recently-launched-bp-photobooth/ adding value to customer experiences Monday, November 2, 2009
  35. 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. 36. creating more human connections at the heart of everything we do http://www.flickr.com/photos/cerasaragirl/1896458365/ Monday, November 2, 2009
  37. 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. 38. a journey, not just the destination http://www.flickr.com/photos/75429951@N00/375434178/ Monday, November 2, 2009
  39. 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. 40. fin http://www.flickr.com/photos/32301381@N06/3018871173/ Monday, November 2, 2009
  41. 41. http://www.flickr.com/photos/brockm/3090986107/ waiting for the next order Monday, November 2, 2009
  42. 42. http://www.flickr.com/photos/joeshlabotnik/3707230247/ think like designers, architects, experience planners Monday, November 2, 2009
  43. 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. 44. Does connections planning have a place at interTrend? Monday, November 2, 2009
  45. 45. How can we find what Asian-Americans are doing on and offline, and with whom? Monday, November 2, 2009
  46. 46. How can we create our own media? Monday, November 2, 2009
  47. 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
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