La Linea: the story of (de-) hypification

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la linea

2010 Total Active MediaMartijn Arts

the story of (de-) hypification: bridging the gap between hype and identity

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Total Identity

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ActivitiesPositioningProfiling

Founded 1963 TOTAL DESIGN

2000 changed nameTOTAL IDENTITY

GroupTOTAL IDENTITY- Amsterdam- The HagueTOTAL ACTIVE MEDIA ALLCOMMUNICATION SOFTWARE

No staff112

AreasConsultancyDesignPublishingInteractionPRCampaign

Earnings2005 10,7 mln2006 11,9 mln2007 14,2 mln2008 13,4 mln

Network partnersAntwerpBolzanoBremenDubaiHamburgLisboaMadridTaipei

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Martijn ArtsLives in AmsterdamBorn in 1973MsC Delft Tech. [email protected]

Total Active MediaManaging Director.

Total IdentityShareholderBoard of directors

Social NetworksLinkedInHyvesTwitter (arts118)

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I love lines and graphics...

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And I know someone...

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Who loved lines too...

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He created a character in 1969 called La Linea.

BRUNETTO DEL VITApresents:

LA LINEAdi

O.CAVANDOLI

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And who better than La Linea...

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Can explain my newest little theory

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A theory that starts with a line.

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And ends in a graphic.

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So here it comes.

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La Linea presents my line.

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A time line .

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With another axis in reach.

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In early days, a news event was spread only via word of mouth. The reach was limited.

reach

timeevent

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As time went by, more and more means of communication were introduced. A news event had more reach and faster at it’s peak of reach.

reach

timeevent

local

community

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More and more reach because of printed media, mail services and telegraph. The reach went beyond communities. Mass media was introduced.

reach

timeevent

local

community

large audiences

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Mass media like radio and television made it possible to reach almost everyone within a short period.

reach

timeevent

local

community

large audiences

everyone

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The resulting graph is exactly the same as is used in life cycle analysis. This can be used to describe the different types of people to target in communication.

event innovators2,5%

early adopters13,5 %

early majoritypragmatists

34 %

late majorityconservatists

34 %

laggards16 %

Life Cycle Analysis

local

community

large audiences

everyone

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Mass media became so expensive that a clear gap was introduced between local and community news and broadcasted news.

event

local

community

large audiences

everyone

innovators2,5%



34 %


34 %

laggards16 %

A gap appearsbetween local and public

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Two separate forms of communication were introduced: local and community communication and broadcasting and mass media. With a big gap in between.

event

local

communityfocus groups

large audiencestargeted

everyonecorporate

innovators2,5%



34 %


34 %

laggards16 %

Broadcast gap

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This gap is now fillled in by online channels. A local event can become world news based on uniqueness, impact and creativity in communication.

event

local



everyonecorporate

innovators2,5%



34 %


34 %

laggards16 %

Bridging the gapmaking use of online channels

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Creativity in online communication results in more use of blogs, guerrilla techniques and viral spreading using social media. And the good think is...This theory also holds for organizations! The term ‘event’ can be used for a news event, a live event or gathering but also and organization. The only thing that changes is the timeframe and perspective.

event

local



everyonecorporate

innovators2,5%



34 %


34 %

laggards16 %

campaign niche blogspost campaignguerrilla social mediaorganisation

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What happens now is that the public changes. More and more people are used to a changing environment. More and more (young) people adapt to the ever changing input by becoming more adoptive and innovative. This results in changing use of modern AND traditional forms of commmunication.

local



everyonecorporate

innovators early adopters majoritypragmatists


laggards

Changing publicmore dynamic and innovative

campaign niche blogspost campaignguerrilla social mediaeventorganisation

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(a lot more) Than half of the public is more and more used to a changing environment. And they expect brands and organizations to change accordingly. While remaining recognizable and authentic...

local



everyonecorporate

innovators early adopters majoritypragmatists


laggards

Change is the new equilibriumfor a future audience


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And it also leads to hypification of communication. Events spread extraordinarily fast.

local



everyonecorporate

campaigninnovators

%early adopters

%majority

pragmatists%


%

laggards%

niche blogs

within48 hrsenormous

reach

Hypes spread fastbecause of social media

post campaignguerrilla social mediaeventorganisation

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But the hype also dies out fast. The damage is than done - sometimes permanently - but focus of the public is on other hypes. Viral spreading starts to look like a locust plague: it appears, demolishes and is gone....

local



everyonecorporate

campaigninnovators

%early adopters

%majority

pragmatists%


%

laggards%

blogs

within24 hrsit’s gone

And die out...even faster

guerrilla social media post campaigneventorganisation

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And the (late) majority and laggards don’t even know that something happened. And are happy with that. No need for all that fuss....

local



everyonecorporate

campaigninnovators

%early adopters

%majority

pragmatists%


%

laggards%

blogs

while many don’t even know...

guerrilla social media post campaign

(late) majorityand laggards

eventorganisation

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A new late majority appears that follow other sources. They do not follow the hypes but rely on more steady sources. Sources that the have commitment and loyalty to: branded sources. Lots of times these sources are ‘old” brands that have earned their trust in the past.

local



everyonecorporate

innovators%

early adopters%

majoritypragmatists

%


%

laggards%

so they fall backon trusted and branded sources


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A gap appears between the hype sensitive market and the majority that is left behind. They follow more classical means of communication and are less hype sensitive. This group is not so innovative but gain in strength and influence. They don’t follow hypes directly but slowly adapt to new impulses and remain loyal to brands.

local



everyonecorporate

innovators%

early adopters%

majoritypragmatists

%


%

laggards%

A gap appearsearly adopters vs. (late) majority


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This adoption gap spilts society almost in two: young versus old, sensitive to exposure versus more to themselves, extravert versus introvert, innovative and adaptive versus conservatives. But more and more pragmatists stop following the hypes...

local



everyonecorporate

innovators%

early adopters%

majoritypragmatists

%


%

laggards%

Adoption gap


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One approach is to focus on the hype sensitive market. When one hype lifts of you start thinking about the next one. So there it is: the market works from hype to hype. A stressed market that is scattered in effect. Effects that die out soon and cost energy.

local



everyonecorporate

From hype to hypea strenuous approach

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For a dynamic (future?) public this creates a new equilibrium that you could call identity. In literature this is often faslely called “brand flow”. I call this the hypification of a brand.

local



everyonecorporate

The hype approachworking from hype to hype

for a hype sensitive audience

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My problem with the focus on a hype sensitive public - and the reason why I do not call this “brand flow” - is that you miss a group that is becoming larger and larger. This more conservative public follows classic principles. Maybe in the future everyone is dynamic but not now. So do not leave out this large audience. A new approach is needed.

local



everyonecorporate

Classic identity approachbuilding up an identity (slowly)for a less hype sensitive public

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In stead of focussing on one or the other I advice to combine the two: use hypesensitive means of communication like guerrilla aimed at the right target audience to revitalize the brand and gain impact. Use programatic publishing and durable communication to involve the majority. Be persistent, direct the unexpeted, work in programs

local



everyonecorporate

Bipolar approachsolid reputation management

and guerrilla/social media impact

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This results in a durable reputation that also makes use of impact caused by hypesensitive campaigns and ‘scoops’. This is depicted by the yellow line.

local



everyonecorporate



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The result of a bipolar approach is an organisation that can be op top of things and works and communicates at its best. Itt is an organization or brand in “brand flow”. It follows it’s autheticity but also uses impact (hype) for activating and reactivating the brand. But combining reputation management and impact the organisation rules it’s own fate. So do it!

resulting communication life cycle

local



everyonecorporate



state of “brand flow”

La Linea: the story of (de-) hypification

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Transcript of La Linea: the story of (de-) hypification