The Story. In the Fall of 2005, I was a graduate student at Columbia. I was learning about technology and innovation. I wanted to work at AKQA. So I called Lars Bastholm. Every day. For three months.* Lars ﬁnally took the call. And here I am.*dont worry, Lars didnt call the cops on me. We became really good friends.
Coca- Maybelline CNN Burberry Citibank ToyotaCola Ford Kashi DeBeers Nokia Target Boston Shakira Clarins Unilever Scientiﬁc Redken Universal Music Calvin Klein Group Pizza Hut
Along the way, people started to pay attention.
The thing I learned. Oh, and this too:*I stole this graph from Christoph Neimann
I am a visual thinker.*Temple Grandin is a famous high-functioning autistic scientist who studies livestock behavior and who invented the hugging machine.
It turned out to be a good thing.Visual approach is holistic. It embraces the complexity of a situationwithout reducing it to a causal, simple explanation.Instead, its looking for intuitive solutions that seamlessly ﬁt intopeoples behaviors.It inspires thinking through associations.It encourages "what if", not "why" and "how".Its non-linear and allows for the unexpected.It requires imagination and creativity.It is perfect for the digital world.
Cultural micro-tensions.The brewing currents that are not yet big enough to be considered a culture and abehavior, but that are real enough for the brands to reconsider their go-to-marketstrategy.• The millenials are 40% of the car market. .• They are buying less cars and driving• Digital gadgets are replacing cars as identity less than any previous generation. • They view in-car technology as old- markers. fashioned.• The millenials are very green (no pun intended). • Pollution
Social Inﬂuence.Inﬂuence is a network.Its structure decides whethersomething spreads or not.Which is why accidental inﬂuentialsare so important.Like Amber.Accidental inﬂuentials are easilyinﬂuenced people who inﬂuence othereasily inﬂuenced people.
Human Irrationality.People are emotional decision-makers. They are sensitive to design of informationenvironments and to activities of others. Combine those two things and you get apowerful engine for behavioral change.
Data as Marketing.Data aggregates act as a shared communication object - a story around productsuse based on all individual usage patterns. These stories provide a powerfulconsumption context - and a bonus marketing message.
Digital world provides solutions for its own complexity.Amid noise, there are a lot of signals.All you have to do is be crafty.Mine whats already out there for insights and creativeideas.
Google insights keywords are useful for mining social media sites to ﬁnd out what people are saying about a product/brand. The most important thing is to look out for common themes and toGoogle Search Insights (similar search) start tagging them.uncovers other words that people use to searchfor a brands product/service.
Facebook Pageshelp us see howpeople clusteraround these Facebook Groups help us understand whatcommon themes people are agreeing on around a theme.and let us map They uncover small everyday truths,their relationships. metaphors people use, and big life moments they mention (birthdays, weddings, graduations, etc.).
Twitter Search reveals real-time conversations & the mostpopular tweets using the keywords. Running the product/brand reviews through Wordless is also useful for uncovering the common themes and sentiment around this product/brand.
GoodReads and Want! uncover how people deﬁne themselves,what they identify with, whats important to them - all of whichprovides context in which a campaign is going to be judged.
43Goals and Daytum offer insights in human motivation, different roles they are playing,possible sources of cognitive dissonance, etc. - which helps us work out what are the triggersfor behavioral change for this target and/or how to get them to pass the campaign idea on.
Understanding how and what our target talks about and whatis the wider context of their life allows us to recognize abrewing cultural micro-tension, an existing cognitivedissonance, sources of inﬂuence, data we can use formarketing, or needs that we can create an exchange marketaround.It lets us capture the white space and come up with "what if."
Get brief.Interrogate brief:what is the realproblem here?Agree on campaign Social activation Evaluation against Recognize the strategyobjectives. white space for brand and the brand. communication Distribution & media objectives strategy Come up with the insights-based concept for the campaign. Creating & presenting an awesome 5 Pilllars of my deck. thinking Party! Use digital media to mine insights and creative ideas for the campaign.