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CLICK FOR…
EXTERNAL LINK
EXTERNAL VIDEO
CTRL+L = PDF IN FULL SCREEN MODE
WELCOME TO 90 MINUTES
THAT JUST MIGHT CHANGE
YOUR ENTIRE LIFE
TODAY’S WORKSHOP SCHEDULE
11:30 Welcome and explanation of Workshop details (05 min)
11:35 Brief presentation of the Personal Cybersphere (25 min)
12:00 The Brief, Forming Teams, “The Secret Envelopes“ (10 min)
12:10 Team-Work on the Workshop Challenge (30 min)
12:40 Team presentations & Close at 13:00 (20 min)
#CannesLions @pwfleming
LET’S GO!
HOW?
R1
R2
R3
R4
WHO?
Ubaldo
Walter
Holger.
尋找威利
BONJOUR
Wally
Waldo
Charlie
Credits: Martin Handford
#CannesLions @pwfleming
RECOGNITION
This Brand Is 21st Century
This Brand Sees Me...
& Simplifies My Life
Credits: Twentieth-Century Fox
RECOGNITION
R2
R3
R4
OEL NGATI KAMEIE
WHICH BRANDS ARE MISSING OUT?
 WHY Strong competition from Nintendo for female segment
PlayStation Spain
Recognition through Comercial Ethnography (“CE”)
 WHO Barcelona Virtual CE Study, 4 months, Madrid & Barcelona
 HOW 1. “Tupper Play” 2. “Shop with Me” 3. “Play with Me”

 

You Understand “Flow”
Your Brand Lets Me Fly!
& Uses Micro-Moments
RESPONSE
#CannesLions @pwfleming
Google Micro-Moments
Right Time. Right Person. Right Product.
NO FLOW
FLOW
#CannesLions @pwfleming
FLOW
You Speak My Language
Know My Digital Lifestyle
& Your Brand’s Relevant
RESPECT
RECOGNITION
RESPONSE
RESPECT
R4
#CannesLions @pwfleming
Weather
Digital Post-Its®
Alarm Clock
Stocks
Your Mum
Digital Lifestyle
Decisive for Respect. Critical for Sales.
Credits meme: someecards.com, PlayStation VR
#CannesLions @pwfleming
Transactions Are Organic
Lovemark Loyalty…
And Generate MGM
RELATIONSHIP
RECOGNITION
RESPONSE
RESPECT
RELATIONSHIP
#CannesLions @pwfleming
SOLOMO
Local,
the unexploited
secret
LA RENTABILIDAD
NACE DE LA RELACIÓN
Profitability Is Born from People
12% Conversion to Database
11:48 Average Time On-Site
23% Member get Member
3,45% Conversion to Sales
RECOGNITION
RESPONSE
RESPECT
RELATIONSHIP
THE SECRET PASSWORD?
HOW CAN
YOU GET TO
YOUR BEST
CUSTOMER?
#CannesLions @pwfleming
Credits: Rolls Royce, H.J. Mulliner · RM Auctions
The Secret Password:.
Relevant Relationship
slideshare.net/pwfleming
{available 27.06.16}
#CannesLions @pwfleming
“The Personal Cybersphere”
and “The 4 R’s”:
© Copyright Paul W. Fleming,
2001
[2016] Paul Fleming: "Taming the Personal Cybersphere" · Cannes Lions 2016

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[2016] Paul Fleming: "Taming the Personal Cybersphere" · Cannes Lions 2016