Date post: | 10-May-2015 |
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NOBODY KNOWS HOW
IT WORKS BUT...
!HELENE DUVOUX_MAUGUET !
ISCOM 013_014 !1
013_014!
#NOBODY KNOWS HOW IT WORKS BUT…STRATEGIC PLANNING_A VISION & A METHODOLOGY>PRÉAMBULE>INSIGHTS>CREATIVE BRIEF_CLIENT BRIEF>PLEASE QUESTION + SERENDIPITY >STORYPLANNING >INFORMATION IS BEAUTIFUL #IN BRAND WE TRUST? THINKING (ABOUT) THE BRAND
#DIGITAL MY BRAND? COMMUNICATION FASHIONISMS+ SÉMINAIRE INNOVATION & SANTÉ !
HELLO!
5���
PREAMBULE!
UNE DÉFINITION
DU PLANNING STRATÉGIQUE
?
NOBODY KNOWS HOW
IT WORKS BUT...
PEUT-ÊTRE AVEZ-VOUS UNE IDÉE
UNE IDÉE ?
INSPIRE BRANDS
INSPIRE CREATIVE
H T T P : / / F R . S L I D E S H A R E . N E T / T H E P L A N N I N G L A B /C R E A T I V E - P L A N N I N G - M I A M I - A D - S C H O O L !
!
CF. BRIEF CRÉATIF
VS. THE MASS OF IRRELEVANCE
!PANTENE AQUA LIGHT UK_MAKE A
SWISSSH !h t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = C 2 _ f m A o - 6 k k !
!
!PANTENE AQUA LIGHT UK_MAKE A
SWISSSH !
!PANTENE AQUA LIGHT UK_MAKE A
SWISSSH !h t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = P A k m g Y e q e 7 k !
!
L’OBSERVATION
ET LE PLAN
STRAT!BRIEF!
DEMANDE CLIENT!
INITIATIVE PROACTIVE!
W H A T I S I T A B O U T ? !
S T R A T E G Y !!
M A P Y O U R P L A N / S T O R Y !
#2 LA MISE EN PERSPECTIVE ! DE PROPOS
FACE AU RÉEL !
MAR!KET!
COMPETITO
RS!
PEO!PLE!
COM!
TRE!NDS!
OUR!SELF!
INTEGRATED COMMUNICATION!
PLANNING!
C R E AB R I E F !
Q&A!
P L A C E T H E W H A T I N T H E G R I P S O F
R E A L I T Y !!
WHAT VS THE MARKET: !WHAT VS THE COMPETITION!WHAT VS HE
COMMUNICATION !WHAT WS THE PEOPLE !
WHAT VS WHAT, WHAT IN THE MIROR!
WHAT VS THE TRENDS!!
ETC!
BIG IDEA!
CHANGE !
TOUCHPOINTS/! NARRATIVE!
E X P L O R E !
N O W T H A T Y O U K N O W
W H A T Y O U R A G E N D A I S !
!
T H E P L O T !& T H E S C H E M E !
!
P A S S T H E T O R C H !L I G H T T H E T O R C H !
( B E T H E T O R C H ) !
TAR!GET!
NOBODY KNOWS HOW IT WORKS…
AND THIS IS PRECISELY WHAT IS
AWESOME
UNE DISCIPLINE EN MUTATION
35
THE TRADITIONAL DEFINITION OF THE
CONSUMER NO LONGER SEEMED TO FIT AS IT BEGAN TO EXPRESS ITSELF IN MUCH MORE COMPLEX WAYS THAN
SIMPLY THE DECISION TO BUY OR NOT TO BUY. !
(…)! !
R I C H A R D C O R D I N E R _ B R A N D S T O R Y !
36
!BETTER CONNECTED AND
MORE INFORMED THAN EVER BEFORE, THE CONSUMER WAS SUDDENLY WILLING
AND ABLE TO USE ITS NEW FOUND CONNECTIVITY
AGAINST THE BRAND IF IT DARED CONTRAVENING AN UNSPOKEN CONTRACT OF
TRUST.
R I C H A R D C O R D I N E R _ B R A N D S T O R Y !
37
! THE INTERNET PLAYED!
A PARTICULARLY IMPORTANT ROLE IN THIS,!
DISABLING THE ABILITY OF THE CORPORATION!
AND BRAND TO CONTROL INFORMATION IN!
THE SAME WAY THE PRINTING PRESS!
HAD DONE TO THE CHURCH MANY CENTURIES!
BEFORE. R I C H A R D C O R D I N E R _ B R A N D S T O R Y !
WHO IS THIS GUY?
WHO IS THIS GUY?
HE’S JEFF JARVIS
#EMPOWERMENT
A R M E D W I T H T H E I N T E R N E T , T H E C U S T O M E R H A S F I N A L L Y G O T O N T O P !
M A R 3 1 S T 2 0 0 5 !
44
CONSUMERS HAVE A VOICE
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I P O D _ G R A F F I T Y C A S E !
48
CONSUMERS HAVE A CHOICE
B E T T E R I N F O R M E D !
T O T H E I N F I N I T Y A N D B E Y O N D !
51
CONSUMERS ARE IN CONTROL
YOU’RE DOING (IT) WRONG
53
I N D I V I D U A L S T O O K C O N T R O L O F T H E I R M E D I A C O N S U M T I O N V S M A S S M E D I A !
55
THE MEDIA LANDSCAPE BECAME
AWFULLY COMPLEX
56
57
BIRTH OF NEW BEHAVIORS
58
CONSUMERS BECOMING COMPLETLY IRRATIONAL
NEW CUSTOMS ADOPTED
60
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J W T I N T E L L I G E N C E _ 1 0 T R E N D S F O R 2 0 1 3 !h t t p s : / / w w w. y o u t u b e . c o m / w a t c h ? v = b C D s 7 z Q E L p M !
!
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R.I.P !PURCHASE FUNNEL
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COMPETITION’S GLOBALIZATION
68
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WHILE WE WAIT FOR THE NEXT INDUSTRIAL
REVOLUTION…
Et bientôt l’imprimante 3D et la nouvelle
révolution industrielle
WHATEVER!THE DIGITAL REVOLUTION!
HAPPENED
72
COMPLETELY SETTING UP AN IRREVERSIBLY
WHOLE NEW DEAL FOR COMPANIES
AND BRANDS
73
BtoC/CtoB!( C O N S U M E R - T O - B R A N D )
75
2000!
H T T P : / / W W W . C L U E T R A I N . C O M / !!
77
1. MARKETS ARE CONVERSATIONS
H T T P : / / W W W . C L U E T R A I N . C O M / !!
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2. MARKETS CONSIST OF HUMAN BEINGS, NOT
DEMOGRAPHIC SECTORS.
H T T P : / / W W W . C L U E T R A I N . C O M / !!
79
6. THE INTERNET IS ENABLING CONVERSATIONS AMONG
HUMAN BEINGS , THAT WERE SIMPLY NOT POSSIBLE AT THE
ERA OF MASSMEDIA. !
H T T P : / / W W W . C L U E T R A I N . C O M / !!
80
7. HYPERLINKS SUBVERT HIERARCHY. !
!
H T T P : / / W W W . C L U E T R A I N . C O M / !!
81
9. THESE NETWORKED CONVERSATIONS ARE ENABLING
POWERFUL NEW FORMS OF SOCIAL ORGANIZATION AND KNOWLEDGE
EXCHANGE TO EMERGE. !!
10. AS A RESULT, MARKETS ARE GETTING SMARTER, MORE
INFORMED, MORE ORGANIZED . PARTICIPATION IN A NETWORKED
MARKET CHANGES PEOPLE FUNDAMENTALLY !
!H T T P : / / W W W . C L U E T R A I N . C O M / !!
82
12. THERE ARE NO SECRETS. THE NETWORKED MARKET
KNOWS MORE THAN COMPANIES DO ABOUT THEIR
OWN PRODUCTS. AND WHETHER THE NEWS IS GOOD OR BAD, THEY TELL EVERYONE.
H T T P : / / W W W . C L U E T R A I N . C O M / !!
83
34. TO SPEAK WITH A HUMAN VOICE , COMPANIES MUST
SHARE THE CONCERNS OF THEIR COMMUNITIES.!
H T T P : / / W W W . C L U E T R A I N . C O M / !!
84
75. IF YOU WANT US TO TALK TO YOU, TELL US SOMETHING.
MAKE IT SOMETHING INTERESTING FOR A CHANGE.
H T T P : / / W W W . C L U E T R A I N . C O M / !!
85
88. !WE HAVE BETTER THINGS TO
DO THAN WORRY ABOUT WHETHER YOU'LL CHANGE IN TIME TO GET OUR BUSINESS. BUSINESS IS ONLY A PART OF OUR LIVES. IT SEEMS TO BE
ALL OF YOURS. THINK ABOUT IT: WHO NEEDS WHOM?!
H T T P : / / W W W . C L U E T R A I N . C O M / !!
86
89. WE HAVE A REAL POWER AND WE KNOW IT (…)!
H T T P : / / W W W . C L U E T R A I N . C O M / !!
87
30. BRAND LOYALTY IS THE CORPORATE VERSION OF GOING STEADY, BUT THE
BREAKUP IS INEVITABLE—AND COMING FAST. BECAUSE THEY
ARE NETWORKED, SMART MARKETS ARE ABLE TO
RENEGOTIATE RELATIONSHIPS WITH BLINDING SPEED.!
H T T P : / / W W W . C L U E T R A I N . C O M / !!
M I C R O S O F T _ B R I N G T H E L O V E B A C K !h t t p : / / w w w. y o u t u b e . c o m / w a t c h ? v = D 3 q l t E t l 7 H 8 !
!
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« BRANDS FAIL TO CONNECT »
R I C H A R D C O R D I N E R _ B R A N D S T O R Y !
Kill bill
90
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EVERYTHING IS
DEAD!
« ADVERTISING IS DEAD » !
T E L E V I S I O N I S A D R U G !h t t p : / / w w w. y o u t u b e . c o m / w a t c h ? v = E 4 M Q h Tc e We 8 !
!
« MARKETING IS DEAD »!
K E V I N R O B E R T S !h t t p : / / w w w . t h e d r u m . c o m / n e w s / 2 0 1 2 / 0 4 / 2 5 / m a r k e t i n g - d e a d - s a y s - s a a t c h i -
s a a t c h i - c e o !!
MARKETING IS DEAD. THE ROLE OF MARKETING HAS CHANGED
NOW. (…) MARKETING’S JOBS IS TO CREATE MOVEMENT AND
INSPIRE PEOPLE TO JOIN YOU. !
K E V I N R O B E R T S !h t t p : / / w w w . t h e d r u m . c o m / n e w s / 2 0 1 2 / 0 4 / 2 5 / m a r k e t i n g - d e a d - s a y s - s a a t c h i -
s a a t c h i - c e o !!
“THE BIG IDEA IS DEAD. THERE ARE NO MORE BIG IDEAS.
CREATIVE LEADERS SHOULD GO FOR GETTING LOTS AND LOTS OF SMALL IDEAS OUT
THERE. STOP BEATING YOURSELF UP SEARCHING FOR
THE ONE BIG IDEA. GET LOTS OF IDEAS OUT THERE
AND THEN LET THE PEOPLE YOU INTERACT WITH FEED
THOSE IDEAS AND THEY WILL MAKE IT BIG.” !
K E V I N R O B E R T S !h t t p : / / w w w . t h e d r u m . c o m / n e w s / 2 0 1 2 / 0 4 / 2 5 / m a r k e t i n g - d e a d - s a y s - s a a t c h i -
s a a t c h i - c e o !!
“EVERYONE WANTS A CONVERSATION. THEY WANT
INSPIRATION. INSPIRE PEOPLE WITH YOUR WEBSITE. DON’T
JUST INTERRUPT, BUT INTERACT. ASKING ABOUT
RETURN ON INVESTMENT IS THE WRONG QUESTION TODAY. YOU
SHOULD BE ASKING ABOUT RETURN ON INVOLVEMENT.” !
K E V I N R O B E R T S !h t t p : / / w w w . t h e d r u m . c o m / n e w s / 2 0 1 2 / 0 4 / 2 5 / m a r k e t i n g - d e a d - s a y s - s a a t c h i -
s a a t c h i - c e o !!
99
OR MAYBE SAYING
THINGS ARE DEAD!
IS DEAD?!
h t t p : / / f r . s l i d e s h a r e . n e t / e n g a g e m e n t v s i n t e r r u p t i o n / e n g a g e m e n t -v s i n t e r r u p t i o n - 1 4 1 8 0 4 1 8 !
!
THOUGH !
T I M G E O G H E G A N r e p r i s d a n s h t t p : / / b b h - l a b s . c o m / t h e - p o w e r - a n d -
p e r i l s - o f - p a r t i c i p a t i o n - 2 / !!!
: ) !
WHATEVER IT IS !
BRANDS =!
106
IN TH IS ENVIRONEMENT OF DOUBT, BRANDS GOT SCARED AND STARTED TO L ISTEN TO
EVERYBODY
H T T P : / / W W W . H O U S E O F N A K E D . C O M / !
20
05
20
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20
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UNE DISCIPLINE EN MUTATION
111
PLANNING / PUBLICITÉ!> PLANNING DE MÉTIERS !
> PLANNING DIGITAL/ PLANNING 360 !
> PLANNING INTÉGRÉ
112
INTEGRATED PLANNING!(TRANSMEDIA_MOMENTUM)
TARGET/ BEHAVIOR
IDEAS/ MESSAGES
I M M O R TA L FA N S _ R E C I F E F O O T B A L L C L U B !h t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = U T R y i y X z 5 e o !
Immortal fans
114
« WHY EXPERIENCE ARCHITECTURE IS THE
FUTURE OF PLANNING »!!
C F. N I C K H I R S T
E X P E R I E N C E T H E F U T U R E !A D M A P P R I Z E 2 0 1 2 !
WHY EXPERIENCE ARCHITECTURE IS THE FUTURE OF PLANNING !
WE NEED TO TRANSCEND THE OFTEN POLAR
DISCIPLINES OF 'CONCEPTUAL’ !
(CREATIVE AGENCY) !AND 'PRACTICAL’ !
(MEDIA AGENCY) PLANNING !TO DELIVER, NOT
COMMUNICATIONS, !BUT GREAT BRAND
EXPERIENCES.!N I C K H I R S T - E X P E R I E N C E T H E F U T U R E !
A D M A P P R I Z E 2 0 1 2 !
THE CONCEPTUAL PLANNERS!
HAVE HISTORY AND SPECTACULAR ANECDOTE ON
THEIR SIDE. EVERYONE KNOWS STRATEGIC THINKING IS ABOUT
IDEAS;! LEADERS ARE VISIONARIES; AND THE GREAT BRANDS ALL CLIENTS
SEEK TO EMULATE HAVE CREATIVE STRATEGY AND IDEAS AT THEIR HEART. THIS SENSE OF
THE POWER OF IDEAS IS WHAT BUYS CONCEPTUAL PLANNERS
THEIR PLACE AT THE TOP TABLE.!
THE PRACTICAL PLANNERS !CAN MAKE A STRONG CLAIM TO OWN THE FACTS BECAUSE A LOT OF WHAT THEY DO IS EASILY QUANTITATIVELY MEASUREABLE (LIKE MEDIA CONSUMPTION, OR CLICK-THROUGH). THESE
NUMBERS NICELY RHYME WITH THE NUMBERS IN CLIENTS' BUDGETS; THE MEDIA AGENCIES THUS CONTROL THOSE BUDGETS, AND THIS BUYS THEM THEIR PLACE AT THE TOP TABLE.!
N I C K H I R S T - E X P E R I E N C E T H E F U T U R E !A D M A P P R I Z E 2 0 1 2 !
QUANTOCRATS IDEOCRATS
BEHAVIORAL THINKING
CONCEPTUAL !THINKING
119
AUJOURD’HUI AUCUN DE CES MÉTIERS N’EST PARFAIT !
120
IT'S DANGEROUS TO ALLOW PLANNING TO
FRAGMENT
N I C K H I R S T - E X P E R I E N C E T H E F U T U R E !A D M A P P R I Z E 2 0 1 2 !
ALREADY, USER EXPERIENCE ARCHITECTS
DO NOT CHOOSE BETWEEN STATIC
ESSENCES AND DYNAMIC PLANS.
N I C K H I R S T - E X P E R I E N C E T H E F U T U R E !A D M A P P R I Z E 2 0 1 2 !
IN THE FUTURE, AS EXPERIENCE PLANNERS, THEY WILL IDENTIFY THE
MOST POWERFUL THEME A BRAND COULD ADOPT,
AND THEN PLAN EXPERIENCES AROUND
THAT THEME. !
N I C K H I R S T - E X P E R I E N C E T H E F U T U R E !A D M A P P R I Z E 2 0 1 2 !
123
THINKING EXPERIENCIALLY !!!
C O N S I D E R T H E C L A S S I C A G E N C Y B R I E F F O R A T V A D , W I T H I T S F O C U S O N A M E S S A G E O R A N I D E A T O B E C O N V E Y E D . !
NOW IMAGINE A BRIEF WHICH ASKS FOR A CERTAIN
KIND OF 30-SECOND EXPERIENCE , DELIVERED IN FILM. AN EXPERIENCE OF JOY. AN EXPERIENCE OF
WAITING AND ANTICIPATION. AN EXPERIENCE OF
EXCITEMENT. !I C A N E A S I LY I M A G I N E T H O S E K I N D S O F B R I E F S B E H I N D
R E C E N T, A N D B R I L L I A N T, T V C O M M E R C I A L S F O R C A D B U R Y ' S , G U I N N E S S A N D N I K E . !
N I C K H I R S T - E X P E R I E N C E T H E F U T U R E !A D M A P P R I Z E 2 0 1 2 !
125
C A D B U RY _ G O R I L L A !
NOW IMAGINE THAT EXPERIENCE PLANNER
BRIEFING BUYING TEAMS. ASKING THEM TO THINK ABOUT
THE SPACES THAT WILL BEST GIVE AN EXPERIENCE OF A
BRAND'S FAME . AN EXPERIENCE THAT FEELS CLOSE. AN
EXPERIENCE THAT FEELS PREMIUM. YES, WE'LL ALSO
NEED SOME !DEMOGRAPHIC DATA. !
N I C K H I R S T - E X P E R I E N C E T H E F U T U R E !A D M A P P R I Z E 2 0 1 2 !
127
128
COCA COLA_SECURITY CAMERA !c c c c c !
!
COCA COLA_SHARE A COKE !c c c c c !
!
COCA COLA_SHARING CAN !c c c c c !
!
COCA COLA_DANCE MACHINE !c c c c c !
!
COCA COLA_HAPPINESS TABLE !c c c c c !
!
COCA COLA_INDIA PAKISTAN !c c c c c !
!
135
!USER EXPERIENCE
CONSIDERS THE EXPERIENCE OF THE USER AS A WHOLE:
THEIR EXPECTATIONS, THEIR LEVEL OF INTEREST,!
THEIR ATTITUDES – EVEN HOW THEY FEEL.!
!!
N I C K H I R S T - E X P E R I E N C E T H E F U T U R E !A D M A P P R I Z E 2 0 1 2 !
THANKS TO A BLEND OF T IME-BASED AND CONCEPTUAL THINKING, !
THEY WILL BE ABLE TO CONSIDER HOW MEMORY IMPACTS ON RECEPTION OF
COMMUNICATIONS. THEY WILL GO BEYOND THE SUPERFICIALITY OF !
CONTEXTUAL TARGETING OR RETARGETING AS IT 'S CURRENTLY
UNDERSTOOD, AND THINK ABOUT HOW ONE PIECE OF INFORMATION
DISCOVERED IN ONE !BANNER MIGHT INTERACT WITH THE INFORMATION THE VIEWER ALREADY KNEW, AND SUBSEQUENTLY COLOUR
FUTURE MESSAGES FROM THAT BRAND. !
N I C K H I R S T - E X P E R I E N C E T H E F U T U R E !A D M A P P R I Z E 2 0 1 2 !
BEHAVIORAL ECONOMICS !
138
V W _ T H E F U N T H E O RY !h t t p : / / w w w. t h e f u n t h e o r y. c o m / !
!
THEY WILL BE ABLE TO HELP BRANDS AS THEY MOVE INTO
THE STRANGE NEW WORLD OF PHYSICAL/ DIGITAL SPACES. THINKING EXPERIENTIALLY !
(RATHER THAN EITHER CONCEPTUALLY OR
BEHAVIOURALLY) IS THE ONLY WAY TO MAKE SENSE OF THIS
NEW WORLD , BECAUSE EVERYTHING IS !
CONNECTED TOGETHER. !N I C K H I R S T - E X P E R I E N C E T H E F U T U R E !
A D M A P P R I Z E 2 0 1 2 !
TESCO MIGHT TALK TO THEM THROUGH THEIR FRIDGE, AND
THEIR CAR, AND THEIR PHONE, AS WELL AS THEIR TV; THEY MIGHT
THINK ABOUT AND PLAN TV VIEWINGWHILE AT WORK; !
! NIKE MIGHT MAKE A BIG
IMPRESSION WITH AN IN-GAME AD OR A POSTER, AND
SIMULTANEOUSLY BE MONITORING YOUR HEART RATE AND GAIT
THROUGH YOUR SHOES. !
N I C K H I R S T - E X P E R I E N C E T H E F U T U R E !A D M A P P R I Z E 2 0 1 2 !
A T R A D I T I O N A L T V P L A N N E R I S H O P E L E S S LY I L L -P R E PA R E D F O R T H I S W O R L D B E C A U S E T H E Y A R E
T R A I N E D TO L O O K F O R T H E S TAT I C C O N C E P T. !M E D I A P L A N N E R S W O N ' T B E A B L E TO D O I T
E I T H E R B E C A U S E T H E Y A R E T R A I N E D TO T H I N K A B O U T M A X I M I S I N G T H E N U M B E R O F
I N T E R A C T I O N S B U T N O T C R E AT I N G T H E Q U A L I T Y O R T H E C O N T E N T O F T H O S E I N T E R A C T I O N S .
USER EXPERIENCE ARCHITECTS — OR EXPERIENCE PLANNERS, AS THEY WILL BECOME – ARE TRAINED TO
THINK ABOUT ORDERING AND ORGANISING SMALLER EXPERIENCES (A CLICK, A REACTION, A DISCOVERY,
A DECISION) INTO A COHERENT, OVERALL JOURNEY THAT RESULTS IN A
POSITIVE EXPERIENCE . !
N I C K H I R S T - E X P E R I E N C E T H E F U T U R E !A D M A P P R I Z E 2 0 1 2 !
142
THE JOB IS…!CONNECTING !
BRANDS + AUDIENCES!THROUGH THE EXPERIENCE
OF AN IDEA !
143
BIG IDEA!(PLAN+STORY) !
OLD SPICE_ THE MAN YOUR MAN COULD SELL LIKE !
OLD SPICE_CASE STUDY !X X X X X X X X !
!
1#IN BRAND WE TRUST THINKING (ABOUT) THE BRAND
2#DIGITAL MY BRAND COMMUNICATION WARS & FADS 3#NOBODY KNOWS HOW IT WORKS BUT…_STRATEGIC PLANNING_A VISION & A METHODOLOGY>INSIGHTS>CREATIVE BRIEF_CLIENT BRIEF>PLEASE QUESTION+SERENDIPITY >STORYPLANNING >INFORMATION IS BEAUTIFUL !
INSIGHTS 4NOV013!
THE SUPERMARKET EXPERIMENT