Connections Planning: what and why it matters


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I've been pondering the importance of Connections planning in the increasingly complex world of media we live in today. I've outlined some of the key differences vs. traditional (multi) media planning and some of the key issues that need to be considered to deliver solid planning. With a sprinkling of smart examples in there... agree? disagree? have something to add? Would love to hear from you!! :)

** opinions here are my own and not in any way related to my employer**

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Connections Planning: what and why it matters

  1. 1. Connections Planning (CP): What is it + IT’s ROLE IN the Evolving ad canvas<br />Robin Hassan (@robinkayh)<br />07.28.11<br />
  2. 2. So… What is Connections planning (CP)?<br />It’s about breaking through the noise to add value (entertain/inform) to a select target. <br />It’s about connecting and engaging<br />It’s about delivering a unique human experience that resonates beyond a… banner, 30 sec spot, print ad or a live event<br />It’s NOT about just being in more touch points<br />2<br />@robinkayh<br />
  3. 3. What good cp looks like… <br />Transmedia POV<br />3<br />FROM<br />TO<br />@robinkayh<br />Diagram Source:<br />
  4. 4. Some great examples<br />4<br />Oldies but goodies… Audi’s The Art of the Heist and launch of The Dark Night’s “Why So Serious?” campaign (click images for links)<br />@robinkayh<br />
  5. 5. Transmedia POV<br />Adding Value to UX is VITAL<br />5<br />@robinkayh<br />
  6. 6. 6<br />@robinkayh<br />
  7. 7. Some Great Examples<br />7<br />(click images for links)<br />@robinkayh<br />
  8. 8. Transmedia POV<br />Adding Value to UX is VITAL<br />Respect changing Media canvas<br />8<br />(click images for links)<br />@robinkayh<br />
  9. 9. 9<br />Media is no longer a container for holding the message. <br />@robinkayh<br />
  10. 10. Connections planning… <br />Focuses on User Engagement (vs. Media) Plans<br />Delivers Relevant Context (vs. R/F)<br />Studies ROI to reach advocates (vs. mass/CPM)<br />Identifies Share of Conversation (vs. SOV)<br />Considers future Canvas (vs. current channels)<br />10<br />@robinkayh<br />
  11. 11. Transmedia POV<br />Adding Value to UX is VITAL<br />Respect changing Media Canvas<br />Know Data is powerful<br />11<br />@robinkayh<br />
  12. 12. Data = unique insights + Targeting<br />12<br />Source: Terence Kawaja, LUMA Partners via Slideshare (March 15, 2011)<br />@robinkayh<br />
  13. 13. But… must be Handled with care<br />13<br />@robinkayh<br />
  14. 14. 14<br />FROM<br />Transmedia POV<br />Adding Value to UX is VITAL<br />Media canvas is changing<br />Know Data is powerful<br />There really is no ‘I’ in Team<br />STRATEGY<br />PRODUCTION<br />MEDIA<br />CREATIVE<br />TO<br />STRATEGY<br />CREATIVE<br />PRODUCTION<br />MEDIA<br />@robinkayh<br />
  15. 15. “Media is less and less often about crafting a single message to be consumed by individuals, and more and often a way of creating an environment for convening and supporting groups.”<br />Clay Shirky<br />15<br />@robinkayh<br />
  16. 16. Questions? THOUGHTS?LMK!!  <br />@robinkayh<br />