connection planning reloaded - reimagining media and campaign planning in a programmatic world
DESCRIPTION
A PDF version to keep the formatting looking nice. I also have a powerpoint version that you can download from this account for 'borrowing' from the slide ware. With the rise of programmatic buying, media planning has become increasingly commoditised with media being made for containers as the paradigmTRANSCRIPT
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Connection planning: rebooted
Gearóid ‘Ged’ Carroll
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Let’s go back in time: Should we separate art and science?
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*Which begat media agencies Yes*
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Media as container analogy
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Everyone saw that it was good…
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Ok, ‘Rowdy’ Roddy Piper didn’t
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I would have gotten away with it if it wasn’t for you meddling kids…
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Sir Tim Berners-Lee
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Dramatic change wasn’t immediately
apparent
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Creativity went outside the box, and started to make new types of boxes
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Ilovebees for Halo2
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Connection planning
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But as an industry we often just made marketing noisier
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Human factors
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You mentioned a reboot?
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The science part of the equation is reaching a point-of-inflection
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Need to stop creeping the consumer out…
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Hierarchy of social marketing interactions
Being civil
Being nice
Being human
Being useful
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Win: Win: Win
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Intent rather than interruption Intent
- Search - Share - Communicate - Be entertained - Be creative - Influence others
Query Filtered through: - Trusted web - Google | Bing-Yahoo! | Naver | Baidu - Vertical search - Site search
Destination User chooses destination based on: - Content - Credibility - Trust
Interaction - With other users - Brands - Organisations
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Intent rather than interruption Intent
- Search - Share - Communicate - Be entertained - Be creative - Influence others
Query Filtered through: - Trusted web - Google | Bing-Yahoo! | Naver | Baidu - Vertical search - Site search
Destination User chooses destination based on: - Content - Credibility - Trust
Interaction - With other users - Brands - Organisations
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Intent rather than interruption Intent
- Search - Share - Communicate - Be entertained - Be creative - Influence others
Query Filtered through: - Trusted web - Google | Bing-Yahoo! | Naver | Baidu - Vertical search - Site search
Destination User chooses destination based on: - Content - Credibility - Trust
Interaction - With other users - Brands - Organisations
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Moving the planning process From To Media plans User engagement R/F Relevant context Mass audience reach Potential advocate reach Share-of-voice Share-of-conversation Current channels Future canvas ‘future-proofing’ and
‘scalability’ in technology marketing-speak
Quarterly campaigns Ongoing programmes | long-term planning
Messages penetration Culture that sticks Global Local / geographic relevance In-depth storytelling ‘Momentum’ or flow of storytelling
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Different products, different norms
conversation
research
EARNED
OWNED & EARNED
PAID
OWNED
Smartphones
Mainframe computers
Business cloud services
Consumer laptops
Tablet-type devices
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Art + Science rather than Art OR Science
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Leave the silos on the farm
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From ‘cramming’ a brand message
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Being more like a team coach
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Serendipity: the one-off
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More information about this presentation
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You can find out more about me at renaissancechambara.jp/about I currently work at racepointglobal.com You can get in touch via renaissancechambara.jp/getting-in-touch
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Further reading • Faris Yakob – Transmedia
Planning (2006) • Faris Yakob – The Old Future
of Advertising (2014) • AdAge - Why Your Agency
Should Embrace Connection Planning (2009)
• Slate - The Uncanny Valley of Internet Advertising (2012)
• Clay Shirky • danah boyd • Will McInnes • Yochai Benkler • Brand / Belief model • The Dentsu Way: Secrets of
Cross Switch Marketing from the World’s Most Innovative Advertising Agency by Kotaro Sugiyama &Tim Andree
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Where all those images came from • DeLorean • Sir Martin Sorrell • Rail tanker • Scooby Doo • Sir Tim Berners-Lee • Jerry Yang & David Filo • Ilovebees • neon
• Pakistani bus • IP addresses • Trading floor • Robot • Silos • Hong Kong cramming
school advert • Baseball dugout • Self portrait
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thank you | 谢谢 | míle buíochas! | 감사합니다 | danke | ありがとう | merci | спасибо | cam ơn | whakawhetai | takk | ขอขอบคณคณ | terima kasih | σας ευχαριστώ | grazie | شكرا | þakka þér | დიდი მადლობა | kiitos | நனறி | gracias