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Media Positive Planning
This document discusses how to plan for changing behaviors in an era of infinite media and attention economies. It argues that traditional media planning based on media scarcity no longer applies. Instead, opportunities exist in understanding how niche ideas spread through social networks on an individual level. Effective strategies involve designing for spreadability by incentivizing remixing and recontextualizing of content to appeal to different social circles. The goal is to strengthen social bonds and confer a sense of status and belonging to different communities.
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Media Positive Planning
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- 2. WE ARE INTHE BUSINESS OF CHANGING BEHAVIOUR Behaviour = Motivation x Opportunity Clay Shirky
- 3. WE ARE INTHE BUSINESS OF CHANGING BEHAVIOUR Motivation x Opportunity People haven’t changed Connectivity has changed Marketing hasn’t changed
- 4. CHANGE IS NOT APPLICABLETO EVERYTHING
- 5. PEOPLE HAVEN’T CHANGED Weare super social animals We form tribes around shared interests We change our behaviour by copying others We rely on other opinions to guide our own
- 6. Marketing hasn’t changed MARKETINGHASN’T CHANGED Tell me and i’ll forget Show me and i’ll remember Involve me and i’ll understand Confucius, c.500 BC 29
- 7. MARKETING HASN’T CHANGED Howconsumer insight, innovation, bleeding edge technology, UX and P2P copying launched Smirnoff in the US (in 1950)
- 8. CONNECTIVITY HAS CHANGED Urbanisationcauses breakdown in existing communities Globalisation increases physical distance between people
- 9. CONNECTIVITY HAS CHANGED Advancedindustrialisation creates mass free time... ...for the first time
- 10. CONNECTIVITY HAS CHANGED Whichwas filled by mass media, rather than people... ...as people were limited by location, but media weren’t
- 11. CONNECTIVITY HAS CHANGED Nowwe aren’t limited by location Our free time can focus on what we are really interested in... Other people
- 12. MEDIA ECONOMICS $High Infinite Cost of Amount of media media $0 Scarce 1968 2011
- 13. ATTENTION ECONOMICS Media planningis based on media scarcity Value is monetary But infinite media has no monetary value .... The resource it consumes is attention
- 14. PERSONAL MEDIA Infinite mediasupply means that no two media are the same The most important media are those we curate ourselves
- 15. HOW TO PLANFOR ATTENTION ECONOMIES
- 16. WE AREN’T LOOKINGIN THE RIGHT PLACE Totally Generic Information Demographics are about similarity People are about difference
- 17. YES, WE AREALL INDIVIDUALS Averages by nature are not differentiating Our individuality makes us human
- 18. SO WE ‘HOLDDATA’ FOR OUR SOCIAL GROUPS We understand the subtle nuances of our communities And we change the message accordingly
- 19. BUT INDIVIDUALITY ISN’TTHE HALF OF IT Being Statements of Cultural copying human individuality Who we are Who we think we are
- 20. WE LEARN BYCOPYING OTHERS..... But we’ve been trained not to admit it (to teachers or to qualitative researchers)
- 21. UNLESS WE REALLYHAVE TO... Humans are to individual thinking as cats are to swimming We can do it, but only if we really have to* *Daniel Kahnemann via Mark Earls
- 22. HOW WE MAKEDECISIONS
- 23. OR IN ‘OPPORTUNITY’TERMS... 150 years of UX design advertising A tiny few Spreading ideas passion brands via People and culture
- 24. BUT WE CAN’TPREDICT WHAT WILL SPREAD... What lights the fire? An influential match? Or the right conditions for fires
- 25. INFLUENCE ISN’T DONEBY THE INFLUENCER Who influenced who? And who chose to copy who?
- 26. FROM SIMPLICITY TODEPTH Simple Simple character Radical depth character Morality plays stripped out characterisation... ...So as not to distract the audience from the moral Morality plays didn’t survive the birth of radical depth
- 27. RICHNESS MAKING NICHE, RICH,MANY Nobody ever comes out of a movie saying “that was a really good movie. I really enjoyed it. It was really clear” Russell Davies So to succeed, ideas move from ‘Big, Simple, Single’ To ‘Niche, Many, Rich’ And we need to be much smarter at designing spreadability
- 28. AND INSPIRING REMIXES Incentivisingand making easy.... ....combining and recontextualising... ...to give meaning and relevance for individual social circles
- 29. PEOPLE DISTRIBUTE NICHEIDEAS Because it’s really easy The hard bit is all the other niche ideas they already spread
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- 31. HOW THINGS SPREAD “As content spreads it gets remade, either literally through sampling and remixing, or figuratively via its insertion into conversations and interactions” Professor Henry Jenkins, Spreadable Media (2009)
- 32. CONTENT IS AMEANS NOT AN END Content’s not king. If you were going to a desert island & you had the choice of taking your friends or your DVDs, you’d take your friends. If you didn’t, we’d call you a sociopath. Content isn’t king, content is just something to talk about Cory Doctorow Social networks are about people, not content (Content is a medium not a message) The opportunity for brands is to be something to talk about Photo Credit - Muha
- 33. PHATIC COMMUNICATION AND BONDING Apesdon’t groom to look pretty, they do it to bond Humans don’t tell stories for aesthetic reasons We do it to bond
- 34. UNCONSCIOUS SOCIAL COMMUNICATION “If we want to predict what will spread, we have to develop a fuller understanding of the ways that the circulation of information may strengthen or damage social relations” Define the Strengthen Confer Status community bonds Professor Henry Jenkins, Spreadable Media (2009)
- 35. EXAMPLE: HUMOUR A joke is a medium The message is not a message. ‘I’m a funny The joke is the means guy’ by which you transmit this information Confirming that subject is a The physical act of shared source of sharing humour humour defines strengthens who is in and bonds out of the community Stuff doesn’t spread BECAUSE it’s funny What makes stuff funny is also what makes it spread
- 36. ADVERTISING: WEAK FORCE ACTINGAT A GREAT DISTANCE If we make it, they won’t come Mass media works in a different way to P2P To combine the two, we need to start in a different place
- 37. INTERPERSONAL: STRONG FORCE OVERSHORT DISTANCE If it was easy, everyone would be doing it (actually everyone is already doing it, it’s only brands that aren’t)
- 38. IT’S EXTREMELY DIFFICULTTO SPREAD THAT FORCE FURTHER
- 39. BUT HIGHLY EFFECTIVEWHEN YOU DO
- 40. CONVENTIONAL START POINT Traditionalexplosives used to create critical mass Unlocking a more powerful reaction
- 41. CONVENTIONAL START POINT Bought Owned Existing Communities Earned Participants BECOME a core channel Bought media creates initial speed and scale
- 42. PLANNING FOR FAILURE "..ourcompany's success rate runs between 50 and 60 percent. About half of our new products succeed. That's as high as we want the success rate to be. If we try to make it any higher, we'll be tempted to err on the side of caution” A.G. Lafley, CEO, Procter & Gamble 2000-2010
- 43. LOOK FOR THERIGHT CONDITIONS Understand what, where and why people do stuff Then help them do it spreadably Do it lots Then talk about the best bits
- 44. EXAMPLE: A SPREADABLETHING NB – slide blatantly lifted from Mike Arauz’s awesome Design for Networks
- 45. ADD SOME EXISTING COMMUNITIES Designedto appeal to a number of niches Conferring status and belonging on each NB – slide blatantly lifted from Mike Arauz’s awesome Design for Networks
- 46. EXISTING BEHAVIOUR We form tribes around shared interests Which tend to be based on rivalry and competition Which, like humour, can be explained by social motivation Defines the Strengthens Confers Status community bonds
- 47. CULTURAL RELEVANCE BE the thing people CARE about
- 48.
- 49. THE TERRIBLE RISKOF NOT TAKING RISKS ‘000s of studies confirm that you can map spend to share Suggesting that creativity is the way to beat the model
- 50. BIG/SINGLE/SIMPLE AND COMPRESSION ‘Compression’, or‘ensuring everything works ok’... Brings the very best work down to median Even though the success rate of ‘awesome’ is exponentially higher Than the fail rate of ‘fail’ See John Willshire for the full impact of Marketing Compression
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- 53. WHAT IS MEDIA? This time it’s personal
- 54. PERSONAL MEDIA Infinite mediasupply means that no two media are the same The most important media are those we curate ourselves
- 55. What is media? PERSONALMEDIA Convergence Portability Social Curation Brand people Data Ideas people Ideas Delivery Technology Networks Spreadability Create/seed/promote Networks P2P Screen-neutral Media Positive Collaborative New collaborations New trading methodology New research Two way Individuals not audiences New audience insight Plan not for who you reach, Generous but for who they reach
- 56. MEDIA POSITIVE PLANNING Don’tplan for who you reach, plan for who they reach Griffin Farley, BBH Create media space, don’t fill it Gareth Kay, Goodby Silverstein
- 57. COMMUNICATION PRODUCTS BEAT COMMUNICATINGPRODUCTS Gareth Kay, Strategy for a Post-Digital World Social Utility Stories value Ideas that solve problems
- 58. COMMUNICATION PRODUCTS BEAT COMMUNICATINGPRODUCTS Have a cultural mission, not a commercial proposition Be interesting, not just right Make stuff playful & useful Do stuff, don’t just say stuff Gareth Kay, Strategy for a Post-Digital World
- 59. ADVERTISING IS THELAST THING YOU SHOULD DO Brands promote stories Ideas that solve problems Brands Brands Communities that promote promote stories tell stories stories
- 60.
- 61. HOW TO MAKEA MEDIA AGENCY BIT GOES HERE......
- 62. What Why How Cultural Insight Business Insight Social Insight RAW MATERIALS Entertainment Utility Community TOOLS Video Talent Games Words Music What type of product will achieve your objectives with maximum spreadability? DEVICES SPREADABILITY What screens will it live on? How will it spread? Where will it live in the real How can it be personalised? world? What is the social idea?
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- 69. STARTER FOR 10 Data Network analytics analysis Culture & Social & ethnography motivational Business insight consultancy (spreadable) Video Production Comms Entertainment strategy IP Creation Mobile strategy Idea Comms Talent generation Digital product management performance design Editorial & content Comms Community product Social SEO management creation activation Media planning & buying (advertising is the last thing you should do)
- 70. MEASUREMENT IS EASY As long as you know what you are measuring
- 71. SOME PEOPLE THISWAS COPIED FROM @mikearauz @garethk @willsh @herdmeister @griffinfarley