Strategy Digital 2010

8/8/2019 Strategy Digital 2010

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WEVE BEE

WRONG

ALL ALONThursday, December 2, 2010


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OR

Thursday, December 2, 2010


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PERSISTENMETACOGNITI

ERRORS ADVERTISINThursday, December 2, 2010


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AND HOW

DIGITALMAKES IT BETT



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EVP Chief Technology Strategist //

McCann Erickson NY

Digital Ninja //

Naked Communications

\\ Founding Spy



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WHAT IS STRATEGY?

WHAT ARE THEY FOR?

WHAT IS ACCOUNT PLANNING?



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I used to sell strategy

Strategy is making informed decisions about how to achievepredetermined objectives



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"Account planning is the discipline that brings the consume

process of developing advertising.

VOICE OF THE CONSUMERIN ORDER TO

MAKE THE WORK, WORK

DIRECT + INSPIRE CREATIVITStephen King, believing that clients deserved a better way othings, proposed a process of advertising development thatlittle less gut feeling and a little more scientific founda

http://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Disciplinehttp://en.wikipedia.org/wiki/Discipline


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CREATIVE PLANNINGACC

OUNT

PRODUCTION

agency



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"the best new business to

ever invented"



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TELL PEOPLE ABO



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GARETHS SLI



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BUT THE CONSUMER RESEARCH

SAYS OTHERWISE....



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ATTITUDES

BEHAVIORSThursday, December 2, 2010


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METACOGNITIVE ERROR


ll


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We know brand preferencesusually

arent rational, he says, and ye

we still persist in trying to rational messages into our

advertising.- Paul Feldwick METACOGNITIVE ERROR



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METACOGNITIVE ERROR



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Somehow 30 seconds of entertaining nonse


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g

leads to a situation where people not only ch

this brand but will pay 35% more for it.

- Paul Feldwick



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WHAT EVERYONE ELSE SAYS


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ABOUT YOU

BRAND

WHO YOU ARE

WHAT YOU DO

ADS

CSR

RETAIL

RETAIL

PRODUCT

PR

STAFF

SERVICE



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METACOGNITIVE ERROR



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EVOLUTION NEEDED TO STRAT


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USP

SELLING

BRANDS

DIFFERENTIATION

EXPERIENCE

ENHANCEMENT

EVOLUTION NEEDED TO STRAT

THE ROLE OF ADVERTISING

DIGITAL


We know brand preferences usually


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We know brand preferencesusually

arent rational, he says, and ye

we still persist in trying to rational messages into our

advertising.- Paul Feldwick METACOGNITIVE ERROR



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DIGITAL IS DIFFERE

THE WORLD ISDIGITALDIFFEREN



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Ourfocusshouldbenotonemergingtechnologiesbuton

emergingculturalpractices.Henry Jenkins,Professorof

Comparative Media,MITandauthorofConvergenceCultur

e:WhenOld

andNewMediaCollide!



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`


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FROM VIEWING...



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TO DOING



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PASSIVE



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ACTIVE



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GIVE PEOPLE A ROLE

GAPS IN THE PROCESS



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Source: http://www.slideshare.net/adliterate/media-fragmentation


MEDIAKnowing how to reach th
http://www.slideshare.net/adliterate/media-fragmentationhttp://www.slideshare.net/adliterate/media-fragmentation


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ACCOUNT PLANNING

Understanding the consumer

> CONTENTThursday, December 2, 2010

DEF UH NISH UN:


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DEF UH NISH UN:

COMMUNICATION PLANNING


EVERY NEW


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EVERY NEW

CHANNEL

CHANGES THENTIRE SYSTE



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Twitter Account

FOLLOW

RETWEET@ENGAGEINFLUENCER ENGAGEMENT + CONTENT

SYNDICATION


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Email

Recruitment Ads andOutreach to find the6 Electronaut Recruits

kiittens.com

Explore the Active E Car

Realtime Data Visualization

BLOG

BLOG

SS

BLOG

BLOG

BLOG

SocialImpressions

FacebookData Application

FacebookApplication / TAB

Mobile Application

GranularCity Data Viz

Individual

Content Streams

PROMOTIONAL EVENTS

Individual TwitterAccounts

Advertising UsingLive Data

Social Media EngagementContent launch

Solicit input from crowd



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FROM IDEAS THA


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FROMIDEAS THA

ARECONTENT

TO IDEAS THATCREATECONTEN



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BUT...CONTEN

IS NO LONGE

ENOUGHThursday, December 2, 2010

NEW MARKETING


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NEW MARKETING

SOLVING BRAND PROBLBY

SOLVING CONSUMER

PROBLEMSThursday, December 2, 2010

PROBLEMS: BRAND + CONSUM


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The greatest challenge to any thinker is stating the problem

in a way that will allow a solutionGeorge Bernard Shaw

INSIGHT AND PARTICIPANTS

PARTICIPANT ROLE

DESIRED BRAND ACTION

WHERE SHOULD THAT HAPPEN

DESIRED CONSUMER BEHAVIORThursday, December 2, 2010

WHAT BRAND PROBLEM ARE WE SOLVING?


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WHAT BRAND PROBLEM ARE WE SOLVING?

WHAT CUSTOMER PROBLEM ARE WE SOLVING?

WHO ARE THE PARTICIPANTS & WHO ARE THE PASSI

WHAT DOES THE BRAND WANT TO DO FOR PEOPLE

WHERE DOES THAT HAPPEN?

HOW CAN THEY PARTICIPATE?

WHAT DO WE WANT THEM TO DO?

WHAT DO PARTICIPANTS DO AND SAY?



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DO SOMETHING FO



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TELL PEOPLDO SOMETHING



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TELL PEOPDO SOMETHING



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PEOPLE SOCIAL & PARTICIPATORY

BRANDS BEHAVIORAL TEMPLATES

STRATEGYHOWTO CREATE VALU

BRIEFSACTIONS + CHANNELS

SYSTEMSARCHITECTUREThursday, December 2, 2010


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fyakob@mdc-partne

farisyakob.c

@faris

mailto:[email protected]:[email protected]

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Strategy Digital 2010

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