Walking the talk

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About future challenges, and how to act on them today. About engaging people with your messages/ talks, by combining them with relevant acts.

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  • Walking the talk

    1. 1. Thanks for having me here © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    2. 2. Hi, Iʼm Francesco I work as a digital planner at GERMAINE an ad agency in antwerp © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    3. 3. Talking, Acting & Walking the talk Actions instead of words, for campaign strategies, business, and life in general. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    4. 4. ... or how not to be ignored anymore © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    5. 5. Iʼm not talking about The future of communication bla-bla-bla... There is enough of that already. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    6. 6. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    7. 7. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    8. 8. Iʼm going to talk about what communication can DO, right NOW. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    9. 9. Last week I heard about the concept of the “Twittertax” © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    10. 10. “Tools like Twitter aren't some dream of customer empowerment, but rather the nightmare reality of the broken relationships between consumers and brands. Responding to online complaints is a tax that companies pay because of the chronic mismatch between what consumers expect from brands and what they ultimately get.” - Jonathan Salem Baskin - © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    11. 11. Conversations are not only for damage control! Okay, sometimes itʼs useful. cfr. Rabobank, & IKEA gent © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    12. 12. *IKEA Gent © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    13. 13. *IKEA Gent © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    14. 14. *IKEA Gent © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    15. 15. *IKEA Gent © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    16. 16. *IKEA Gent © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    17. 17. *IKEA Gent © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    18. 18. *IKEA Gent © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    19. 19. *IKEA Gent © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    20. 20. *IKEA Gent © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    21. 21. *IKEA Gent © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    22. 22. *IKEA Gent © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    23. 23. *IKEA Gent © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    24. 24. *IKEA Gent © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    25. 25. *IKEA Gent © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    26. 26. *IKEA Gent © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    27. 27. A sad truth in the twittertax idea: *Chronic mismatch between expectations and reality. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    28. 28. False / half ass promises will backfire! Always. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    29. 29. YES YOU CAN... Promise, Do great talks. NOT WITHOUT... Engagement, ACTS, Relevance, Permission. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    30. 30. Acting instead of talking... *Old spice *Volkswagen *Coca-Cola © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    31. 31. *Old spice ☑Engagement © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    32. 32. *Old spice ☑Engagement © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    33. 33. *Volkswagen ☑Relevance © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    34. 34. *Volkswagen ☑Relevance © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    35. 35. *Coca-Cola ☑Acts © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    36. 36. *Coca-Cola ☑Acts © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    37. 37. “Good adverting makes bad products fail faster” - Bill Bernbach - “Good actions make advertising return faster” - 2011 Consumers - © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    38. 38. Remember these 4 things from this presentation... © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    39. 39. 1/ Conversations are not for damage control! © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    40. 40. 2/ Broken relationship between consumers and brands is due to the Chronic mismatch between expectations and reality. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    41. 41. 3/ False promises will backfire! Always. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    42. 42. 4/ When you Promise stuff Do it with Engagement, ACTS, Relevance, Permission. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    43. 43. Thanks for having me here © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be
    44. 44. Talking, Acting & Walking the talk Actions instead of words, for campaign strategies, business and life in general. by francesco caccamese: planner @ GERMAINE & gonzales www.twitter.com/francesk0 francesco.caccamese@germaine.be http://francesk0.wordpress.com/ © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

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