users, not audiences
DESCRIPTION
This is an ongoing work in progress, which I\'ve presented in various venues, about how planning needs to evolve into something new to help companies talk to customers in the post-commercial, interwebbed era.TRANSCRIPT
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Users, Not AudiencesPlanning the Digital Brand
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Kip VoytekSVP, Communications & Experience Planning
SVP/ECD, R/GA
Before that, game designer, union organizer, speechwriter, programmer, physical computing hobbyist, digital dilettante.
WHY AM I UP HERE
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STRUCTURE
this that
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Background - Game Design
“a series of interesting choices” - Bruce Shelly
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Rhythms of Software and Marketing
Usability Greater Functionality Meaningful Brand Engagement
Background - Interaction Design
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Interaction Design
Experience Design
Communications Planning
Experience Planning
(R)Evolution #1: Convergence of Design & Planning
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Insight Big Idea Campaign
Crafting/Designing/Planning
Brand Experiences & Product Extensions
(R)Evolution #2: Many ideas, not just one big one
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Story
Content
Product Extension
Utility
(R)Evolution #3: Broadened remit
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User
Human
Customer
Prospect
Target
Persona
Customer
Influencer
Segment
(R)evolution #4: Moving “targets” (aka people)
All of them, none of them
All the time, never
Multiple leans
Real-Time
Social
Want Utility
Compute everywhere
Move as they want
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AudienceNeeds & Emotions
Being Digital
Category Conventions& Standards
User Behaviors on-site
Culture/alContext
(R)evolution #5: New types of insight(s)
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(R)evolution #6: Redefining Emotion
Emotion triggers action, meaning
sustains it.- Cindy Chastain, IxDA10
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(R)evolution #6: Redefining Emotion
Utility is the most important emotion
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(R)evolution #6: Redefining Emotion
Utility is the
only emotion
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AWARENESS TRIALEFFECTIVE
USESATISFACTION
EARLY SUCCESS
CONSIDERATION
Many: 1 awareness leads to success for core users
Success leads to 1:1 advocacy
AWARENESSAWARENESS
AWARENESSAWARENESS
(R)evolution #7: User-Generated . . . Awareness
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(R)evolution #8: Reprise
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(R)evolution #9: Presence in Social/Conversations
Blogs & Personal
Publishing
Video Sharing Networks
Mico-blog &Status tools
Social Networks
Brand Content- Site- microsite- distribution- articles- tools- blogs- status- videos- pics- links- UGC
3rd Party Content Sites- site
- articles- readers comments- editorial comments
Customer & Prospect Conversations
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BRAND VALUES & STRATEGY Brand Promise
TONE & VOICE
AWARENESSINFORMATION & RESEARCH
USEFULNESS& FUNCTIONALITY
Campaign/Message
Enjoying/Using
Product
Insights& Briefs
Story UtilityContent
(R)evolution #8: Expanded Brand Picture
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From one big idea to a whole bunch of multi-sized ones
Big ideas can over-focus you on:
• Novelty• The unique whatever• The differentiator, one-ness• One feature• All the features• Ideation at the expense of design and execution, quality and depth
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Messages always have big ideas, products usually don’t
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Platforms need more than one big idea
NBA NCAA Street HS LbJ Kobe
Campaign Campaign
Platform
Nike & Basketball
“Advertising is subtractive, digital is additive.” - Nick Law, CCO R/GA
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But we need concision
People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the 100 other good ideas that there are. You have to pick carefully. I’m actually as proud of many of the things we haven’t done as the things we have done.
- The Beloved Chairman (Jobs)
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Requirements for Insight/Takeaway/Brief
portable you can hold it in your head
intuitive the value benefit are immediately graspable
rich the concept goes somewhere, allows for input
partly negative it inherently says no
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New Models & Metaphors: Mantras, Haikus, Partis, Building Statements
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The ending bits
• Users, not audience
• Function + utility + message + emotion + engagement + delight
• The medium is the message and the product
• Individual people, individual paths, individual needs
• Whatever the web is (social, interactive, co-created, loose and will) so is your brand
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Further reading, exploring . . .
Read digital:
Emergence, Steven Johnson
Designing Interactions, Bill Moggridge (CD is key)
101 Things I learned in Architecture School, Matthew Frederick
The BLDG|BLOG BOOK, Geoff Manaugh
Live Digital:
Get to level 20 in World of Warcraft (ferrealz)
Do your info-graphics in Illustrator
Play with the “Game of Life” or Turtle Art
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THANK YOU FOR ATTENDINGTHIS WORKSHOP
DON’T FORGET TO...