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LET’S INTEGRATE
FROM MISCONCEPTIONS TO REALITY
“MANY OF THE TRUTHS WE
CLING TO DEPEND ON
OUR POINT OF VIEW.”
-YODA-
FIVE YEARS AGO,
EVERYBODY WAS RAVING
HOW THE INDUSTRY IS GOING
TO CHANGE
THAT WAS NOTHING
COMPARED TO WHAT’S
GOING ON NOW
ONE TRICK PONIES
ARE FINALLY OUT
OF WORK
WE ARE IN A
TOTALLY DIFFERENT
BUSINESS NOW
“UNLEARN WHAT YOU
HAVE LEARNED.”
-YODA-
IT USED TO BE ABOUT
PUSHING A UNIFIED VISION
OF YOUR BRAND TO AS
MANY PEOPLE AS POSSIBLE
AS OFTEN AS YOU COULD
IT WAS ALL
ABOUT CONTROL
WE DON’T HAVE THAT
LUXURY ANY MORE AND
PEOPLE ARE OPTING OUT.
BRANDS HAVE LOST
THE CONTROL
IN THE AGE OF
CONVERSATION
BRANDS AND THEIR
COMMUNICATION IS
WHAT PEOPLE
MAKE OF IT
“INTERNET IS A RAZORBLADE
DEFTLY LOPPING OFF THE
SPINE OF YOUR TIGHTLY
WOVEN BRAND BOOK AND
REORDERING THE TEXT
HOWEVER IT...
INTEGRATED IS NOT AND
CAN NOT BE ABOUT
ONE BIG IDEA IN MULTIPLE
MEDIAS OR TOUCHPOINTS.
MATCHING LUGGAGES
IS NOT INTEGRATION
IT’S ALL ABOUT PEOPLE,
PRODUCT AND SERVICES
BEING CONNECTED.
THE STUFF YOU PUT OUT
THERE, WILL BE JUDGED,
FILTERED, EDITED,
COMMENTED, SHARED,
MASHED UP OR JUST
IGNORED NO MATTER WHAT...
WE TALK ABOUT
ENGAGEMENT, DIALOGUE,
CROWD SOURCING, BLAH,
BLAH, BLAH, BLAH. AND AS
SO MANY TIMES WE FALL
FLAT ON OUR FACES...
WHY?
BECAUSE WE USE
THE OLD METHODS AND
TOOLS IN A NEW WORLD.
“DO OR DO NOT. THERE IS
NO TRY.”
-YODA-
FROM ONE BIG IDEA TO
LOT OF SMALL IDEAS
AS SAID THE GUIDING LINE
FOR US HAS BEEN FINDING
ONE BIG IDEA, A THEME FOR
OUR COMMUNICATION AND
MULTIPLY THAT WITH MEDIA
...
INSTEAD WE SHOULD BE
FOCUSING ON BETTER
INSIGHTS THAT LEADS US TO
MANY SMALLER IDEAS
ONLY THEN CAN WE
TRULY CONNECT WITH OUR
AUDIENCE
“BRAND IDENTITY MEANS
THAT BRANDS HAVE AN
IDENTITY, NOT THAT THEY
NEED TO BE IDENTICAL ALL
THE TIME, TO EVERYBODY,
EVERY D...
FROM ONE LINEAR STORY
TO COMPLEX
TRANSMEDIAL STORIES
WE NEED TO STOP
CREATING CONTENT INTO A
VACUUM AND START TO
CREATE INTO THE REAL
WORLD.
THE REAL WORLD IS
COMPLEX AND WE NEED TO
EMBRACE THE COMPLEXITY
TO CREATE BETTER BRAND
WORLDS.
Source: Griffin Farley, Planning for Transmedia / 2012
Source: Griffin Farley, Planning for Transmedia / 2012
“TO TAKE ADVANTAGE OF
EVERYTHING TODAYS
LANDSCAPE HAS TO OFFER
YOU NEED A WORLD.”
- GRIFFIN FARLEY-
IN THE REAL WORLD THERE
IS NO BEGINNING, NO END
AND PEOPLE ARE NOT
“ENGAGING WITH
CAMPAIGNS”.
FROM BRAND
ENGAGEMENT TO
ENGAGING BRANDS
THE WAY WE THINK
ABOUT ENGAGEMENT
NEEDS TO CHANGE.
INSTEAD OF TRYING TO GET
PEOPLE TO
ENGAGE WITH BRANDS, WE
SHOULD AIM FOR BRANDS
TO ENGAGE
WITH PEOPLE.
ONLY THEN CAN BRANDS
ADD REAL VALUE TO
PEOPLE’S LIVES.
FROM CONTENT
FROM CONTENT
EXCELLENCE TO PEOPLE
EXCELLENCE TO
EXCELLENCE.
PEOPLE EXCELLENCE
WE HANG ON THE
NOTION THAT CONTENT
IS EVERYTHING.
THE QUEST FOR
KILLER CONTENT
DOESN’T HELP MUCH, IF WE
DON’T UNDERSTAND
WHAT PURPOSE IT
SERVES PEOPLE.
ONLY BY UNDERSTANDING
PEOPLE AND THEIR LIVES,
CAN WE START MAKING
MORE MEANINGFUL AND
COMPELLING STORIES.
THE STORIES AND THE
TOOLS HAS CHANGED. A
STORY CAN BE A PRODUCT
OR INNOVATION.
WE HAVE SHIFTED FROM
STORYTELLERS TO
STORYMAKERS
“WE TELL
OURSELVES STORIES
IN ORDER TO LIVE.”
- JOAN DIDION-
FROM 360 TO 365
EFFECTIVENESS OF MOST
MEDIA CHANNELS HAS
BECOME SO SMALL THAT WE
HAVE TO THINK OUTSIDE OF
CAMPAIGNS.
WE CANNOT EXPECT TO
PEOPLE PAY ATTENTION
WHENEVER WE WANT.
WE NEED IDEAS WITH
LONGETIVITY, THAT CAN LIVE
OUTSIDE CAMPAIGN AND IN
VARIOUS TOUCHPOINTS.
WE NEED IDEAS WITH
LONGETIVITY, THAT CAN LIVE
OUTSIDE CAMPAIGN AND IN
VARIOUS TOUCHPOINTS.
THANK YOU!
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LET'S INTEGRATE

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LET'S INTEGRATE

  1. 1. LET’S INTEGRATE FROM MISCONCEPTIONS TO REALITY
  2. 2. “MANY OF THE TRUTHS WE CLING TO DEPEND ON OUR POINT OF VIEW.” -YODA-
  3. 3. FIVE YEARS AGO, EVERYBODY WAS RAVING HOW THE INDUSTRY IS GOING TO CHANGE
  4. 4. THAT WAS NOTHING COMPARED TO WHAT’S GOING ON NOW
  5. 5. ONE TRICK PONIES ARE FINALLY OUT OF WORK
  6. 6. WE ARE IN A TOTALLY DIFFERENT BUSINESS NOW
  7. 7. “UNLEARN WHAT YOU HAVE LEARNED.” -YODA-
  8. 8. IT USED TO BE ABOUT PUSHING A UNIFIED VISION OF YOUR BRAND TO AS MANY PEOPLE AS POSSIBLE AS OFTEN AS YOU COULD
  9. 9. IT WAS ALL ABOUT CONTROL
  10. 10. WE DON’T HAVE THAT LUXURY ANY MORE AND PEOPLE ARE OPTING OUT. BRANDS HAVE LOST THE CONTROL
  11. 11. IN THE AGE OF CONVERSATION BRANDS AND THEIR COMMUNICATION IS WHAT PEOPLE MAKE OF IT
  12. 12. “INTERNET IS A RAZORBLADE DEFTLY LOPPING OFF THE SPINE OF YOUR TIGHTLY WOVEN BRAND BOOK AND REORDERING THE TEXT HOWEVER IT SEES MOST FIT.” -JOHN V WILLSHIRE-
  13. 13. INTEGRATED IS NOT AND CAN NOT BE ABOUT ONE BIG IDEA IN MULTIPLE MEDIAS OR TOUCHPOINTS.
  14. 14. MATCHING LUGGAGES IS NOT INTEGRATION
  15. 15. IT’S ALL ABOUT PEOPLE, PRODUCT AND SERVICES BEING CONNECTED.
  16. 16. THE STUFF YOU PUT OUT THERE, WILL BE JUDGED, FILTERED, EDITED, COMMENTED, SHARED, MASHED UP OR JUST IGNORED NO MATTER WHAT YOU DO.
  17. 17. WE TALK ABOUT ENGAGEMENT, DIALOGUE, CROWD SOURCING, BLAH, BLAH, BLAH, BLAH. AND AS SO MANY TIMES WE FALL FLAT ON OUR FACES.
  18. 18. WHY?
  19. 19. BECAUSE WE USE THE OLD METHODS AND TOOLS IN A NEW WORLD.
  20. 20. “DO OR DO NOT. THERE IS NO TRY.” -YODA-
  21. 21. FROM ONE BIG IDEA TO LOT OF SMALL IDEAS
  22. 22. AS SAID THE GUIDING LINE FOR US HAS BEEN FINDING ONE BIG IDEA, A THEME FOR OUR COMMUNICATION AND MULTIPLY THAT WITH MEDIA CHANNELS.
  23. 23. INSTEAD WE SHOULD BE FOCUSING ON BETTER INSIGHTS THAT LEADS US TO MANY SMALLER IDEAS
  24. 24. ONLY THEN CAN WE TRULY CONNECT WITH OUR AUDIENCE
  25. 25. “BRAND IDENTITY MEANS THAT BRANDS HAVE AN IDENTITY, NOT THAT THEY NEED TO BE IDENTICAL ALL THE TIME, TO EVERYBODY, EVERY DAY.” - TORSTEN HENNING HENSEL, MOLECULAR BRAND-
  26. 26. FROM ONE LINEAR STORY TO COMPLEX TRANSMEDIAL STORIES
  27. 27. WE NEED TO STOP CREATING CONTENT INTO A VACUUM AND START TO CREATE INTO THE REAL WORLD.
  28. 28. THE REAL WORLD IS COMPLEX AND WE NEED TO EMBRACE THE COMPLEXITY TO CREATE BETTER BRAND WORLDS.
  29. 29. Source: Griffin Farley, Planning for Transmedia / 2012
  30. 30. Source: Griffin Farley, Planning for Transmedia / 2012
  31. 31. “TO TAKE ADVANTAGE OF EVERYTHING TODAYS LANDSCAPE HAS TO OFFER YOU NEED A WORLD.” - GRIFFIN FARLEY-
  32. 32. IN THE REAL WORLD THERE IS NO BEGINNING, NO END AND PEOPLE ARE NOT “ENGAGING WITH CAMPAIGNS”.
  33. 33. FROM BRAND ENGAGEMENT TO ENGAGING BRANDS
  34. 34. THE WAY WE THINK ABOUT ENGAGEMENT NEEDS TO CHANGE.
  35. 35. INSTEAD OF TRYING TO GET PEOPLE TO ENGAGE WITH BRANDS, WE SHOULD AIM FOR BRANDS TO ENGAGE WITH PEOPLE.
  36. 36. ONLY THEN CAN BRANDS ADD REAL VALUE TO PEOPLE’S LIVES.
  37. 37. FROM CONTENT FROM CONTENT EXCELLENCE TO PEOPLE EXCELLENCE TO EXCELLENCE. PEOPLE EXCELLENCE
  38. 38. WE HANG ON THE NOTION THAT CONTENT IS EVERYTHING.
  39. 39. THE QUEST FOR KILLER CONTENT DOESN’T HELP MUCH, IF WE DON’T UNDERSTAND WHAT PURPOSE IT SERVES PEOPLE.
  40. 40. ONLY BY UNDERSTANDING PEOPLE AND THEIR LIVES, CAN WE START MAKING MORE MEANINGFUL AND COMPELLING STORIES.
  41. 41. THE STORIES AND THE TOOLS HAS CHANGED. A STORY CAN BE A PRODUCT OR INNOVATION.
  42. 42. WE HAVE SHIFTED FROM STORYTELLERS TO STORYMAKERS
  43. 43. “WE TELL OURSELVES STORIES IN ORDER TO LIVE.” - JOAN DIDION-
  44. 44. FROM 360 TO 365
  45. 45. EFFECTIVENESS OF MOST MEDIA CHANNELS HAS BECOME SO SMALL THAT WE HAVE TO THINK OUTSIDE OF CAMPAIGNS.
  46. 46. WE CANNOT EXPECT TO PEOPLE PAY ATTENTION WHENEVER WE WANT.
  47. 47. WE NEED IDEAS WITH LONGETIVITY, THAT CAN LIVE OUTSIDE CAMPAIGN AND IN VARIOUS TOUCHPOINTS.
  48. 48. WE NEED IDEAS WITH LONGETIVITY, THAT CAN LIVE OUTSIDE CAMPAIGN AND IN VARIOUS TOUCHPOINTS.
  49. 49. THANK YOU!

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