LET'S INTEGRATE
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17-Oct-2014 -
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Technology
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Transcript of LET'S INTEGRATE
LET’S INTEGRATEFROM MISCONCEPTIONS TO REALITY
“MANY OF THE TRUTHS WE CLING TO DEPEND ON
OUR POINT OF VIEW.” -YODA-
FIVE YEARS AGO, EVERYBODY WAS RAVING HOW THE INDUSTRY IS
GOING TO CHANGE
THAT WAS NOTHING COMPARED TO WHAT’S
GOING ON NOW
ONE TRICK PONIESARE FINALLY OUT
OF WORK
WE ARE IN A TOTALLY DIFFERENT
BUSINESS NOW
“UNLEARN WHAT YOU HAVE LEARNED.”
-YODA-
IT USED TO BE ABOUT PUSHING A UNIFIED VISION
OF YOUR BRAND TO AS MANY PEOPLE AS POSSIBLE AS OFTEN AS YOU COULD
IT WAS ALL ABOUT CONTROL
WE DON’T HAVE THAT LUXURY ANY MORE AND PEOPLE ARE OPTING OUT.
BRANDS HAVE LOST THE CONTROL
IN THE AGE OF CONVERSATION
BRANDS AND THEIR COMMUNICATION IS
WHAT PEOPLE MAKE OF IT
“INTERNET IS A RAZORBLADE DEFTLY
LOPPING OFF THE SPINE OF YOUR TIGHTLY WOVEN
BRAND BOOK AND REORDERING THE TEXT
HOWEVER IT SEES MOST FIT.”
-JOHN V WILLSHIRE-
INTEGRATED IS NOT AND CAN NOT BE ABOUT
ONE BIG IDEA IN MULTIPLE MEDIAS OR TOUCHPOINTS.
MATCHING LUGGAGES IS NOT INTEGRATION
IT’S ALL ABOUT PEOPLE, PRODUCT AND SERVICES
BEING CONNECTED.
THE STUFF YOU PUT OUT THERE, WILL BE JUDGED,
FILTERED, EDITED, COMMENTED, SHARED,
MASHED UP OR JUST IGNORED NO MATTER WHAT
YOU DO.
WE TALK ABOUT ENGAGEMENT, DIALOGUE, CROWD SOURCING, BLAH, BLAH, BLAH, BLAH. AND AS
SO MANY TIMES WE FALL FLAT ON OUR FACES.
WHY?
BECAUSE WE USE THE OLD METHODS AND TOOLS IN A NEW WORLD.
“DO OR DO NOT. THERE IS NO TRY.”
-YODA-
FROM ONE BIG IDEA TO LOT OF SMALL IDEAS
AS SAID THE GUIDING LINE FOR US HAS BEEN FINDING ONE BIG IDEA, A THEME FOR OUR COMMUNICATION AND MULTIPLY THAT WITH MEDIA
CHANNELS.
INSTEAD WE SHOULD BE FOCUSING ON BETTER
INSIGHTS THAT LEADS US TO MANY SMALLER IDEAS
ONLY THEN CAN WE TRULY CONNECT WITH OUR
AUDIENCE
“BRAND IDENTITY MEANSTHAT BRANDS HAVE AN
IDENTITY, NOT THAT THEY NEED TO BE IDENTICAL ALL THE TIME, TO EVERYBODY,
EVERY DAY.”- TORSTEN HENNING HENSEL, MOLECULAR BRAND-
FROM ONE LINEAR STORY TO COMPLEX
TRANSMEDIAL STORIES
WE NEED TO STOP CREATING CONTENT INTO A
VACUUM AND START TO CREATE INTO THE REAL
WORLD.
THE REAL WORLD IS COMPLEX AND WE NEED TO EMBRACE THE COMPLEXITY TO CREATE BETTER BRAND
WORLDS.
Source: Griffin Farley, Planning for Transmedia / 2012
Source: Griffin Farley, Planning for Transmedia / 2012
“TO TAKE ADVANTAGE OF EVERYTHING TODAYS
LANDSCAPE HAS TO OFFER YOU NEED A WORLD.”
- GRIFFIN FARLEY-
IN THE REAL WORLD THERE IS NO BEGINNING, NO END
AND PEOPLE ARE NOT “ENGAGING WITH
CAMPAIGNS”.
FROM BRAND ENGAGEMENT TO
ENGAGING BRANDS
THE WAY WE THINK ABOUT ENGAGEMENT NEEDS TO CHANGE.
INSTEAD OF TRYING TO GET PEOPLE TO
ENGAGE WITH BRANDS, WE SHOULD AIM FOR BRANDS
TO ENGAGE WITH PEOPLE.
ONLY THEN CAN BRANDS ADD REAL VALUE TO
PEOPLE’S LIVES.
FROM CONTENT EXCELLENCE TO PEOPLE
EXCELLENCE.
FROM CONTENT EXCELLENCE TO
PEOPLE EXCELLENCE
WE HANG ON THE
NOTION THAT CONTENT IS EVERYTHING.
THE QUEST FOR KILLER CONTENT
DOESN’T HELP MUCH, IF WE DON’T UNDERSTAND
WHAT PURPOSE IT SERVES PEOPLE.
ONLY BY UNDERSTANDING PEOPLE AND THEIR LIVES, CAN WE START MAKING MORE MEANINGFUL AND COMPELLING STORIES.
THE STORIES AND THE TOOLS HAS CHANGED. A
STORY CAN BE A PRODUCT OR INNOVATION.
WE HAVE SHIFTED FROM STORYTELLERS TO
STORYMAKERS
“WE TELL OURSELVES STORIES IN ORDER TO LIVE.”
- JOAN DIDION-
FROM 360 TO 365
EFFECTIVENESS OF MOST MEDIA CHANNELS HAS
BECOME SO SMALL THAT WE HAVE TO THINK OUTSIDE OF
CAMPAIGNS.
WE CANNOT EXPECT TO PEOPLE PAY ATTENTIONWHENEVER WE WANT.
WE NEED IDEAS WITH LONGETIVITY, THAT CAN LIVE OUTSIDE CAMPAIGN
AND IN VARIOUS TOUCHPOINTS.
WE NEED IDEAS WITH LONGETIVITY, THAT CAN LIVE OUTSIDE CAMPAIGN
AND IN VARIOUS TOUCHPOINTS.
THANK YOU!