LET'S INTEGRATE

49
LET’S INTEGRATE FROM MISCONCEPTIONS TO REALITY
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    17-Oct-2014
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Transcript of LET'S INTEGRATE

Page 1: LET'S INTEGRATE

LET’S INTEGRATEFROM MISCONCEPTIONS TO REALITY

Page 2: LET'S INTEGRATE

“MANY OF THE TRUTHS WE CLING TO DEPEND ON

OUR POINT OF VIEW.” -YODA-

Page 3: LET'S INTEGRATE

FIVE YEARS AGO, EVERYBODY WAS RAVING HOW THE INDUSTRY IS

GOING TO CHANGE

Page 4: LET'S INTEGRATE

THAT WAS NOTHING COMPARED TO WHAT’S

GOING ON NOW

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ONE TRICK PONIESARE FINALLY OUT

OF WORK

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WE ARE IN A TOTALLY DIFFERENT

BUSINESS NOW

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“UNLEARN WHAT YOU HAVE LEARNED.”

-YODA-

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IT USED TO BE ABOUT PUSHING A UNIFIED VISION

OF YOUR BRAND TO AS MANY PEOPLE AS POSSIBLE AS OFTEN AS YOU COULD

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IT WAS ALL ABOUT CONTROL

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WE DON’T HAVE THAT LUXURY ANY MORE AND PEOPLE ARE OPTING OUT.

BRANDS HAVE LOST THE CONTROL

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IN THE AGE OF CONVERSATION

BRANDS AND THEIR COMMUNICATION IS

WHAT PEOPLE MAKE OF IT

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“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-

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INTEGRATED IS NOT AND CAN NOT BE ABOUT

ONE BIG IDEA IN MULTIPLE MEDIAS OR TOUCHPOINTS.

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MATCHING LUGGAGES IS NOT INTEGRATION

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IT’S ALL ABOUT PEOPLE, PRODUCT AND SERVICES

BEING CONNECTED.

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THE STUFF YOU PUT OUT THERE, WILL BE JUDGED,

FILTERED, EDITED, COMMENTED, SHARED,

MASHED UP OR JUST IGNORED NO MATTER WHAT

YOU DO.

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WE TALK ABOUT ENGAGEMENT, DIALOGUE, CROWD SOURCING, BLAH, BLAH, BLAH, BLAH. AND AS

SO MANY TIMES WE FALL FLAT ON OUR FACES.

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WHY?

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BECAUSE WE USE THE OLD METHODS AND TOOLS IN A NEW WORLD.

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“DO OR DO NOT. THERE IS NO TRY.”

-YODA-

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FROM ONE BIG IDEA TO LOT OF SMALL IDEAS

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AS SAID THE GUIDING LINE FOR US HAS BEEN FINDING ONE BIG IDEA, A THEME FOR OUR COMMUNICATION AND MULTIPLY THAT WITH MEDIA

CHANNELS.

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INSTEAD WE SHOULD BE FOCUSING ON BETTER

INSIGHTS THAT LEADS US TO MANY SMALLER IDEAS

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ONLY THEN CAN WE TRULY CONNECT WITH OUR

AUDIENCE

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“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-

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FROM ONE LINEAR STORY TO COMPLEX

TRANSMEDIAL STORIES

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WE NEED TO STOP CREATING CONTENT INTO A

VACUUM AND START TO CREATE INTO THE REAL

WORLD.

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THE REAL WORLD IS COMPLEX AND WE NEED TO EMBRACE THE COMPLEXITY TO CREATE BETTER BRAND

WORLDS.

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Source: Griffin Farley, Planning for Transmedia / 2012

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Source: Griffin Farley, Planning for Transmedia / 2012

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“TO TAKE ADVANTAGE OF EVERYTHING TODAYS

LANDSCAPE HAS TO OFFER YOU NEED A WORLD.”

- GRIFFIN FARLEY-

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IN THE REAL WORLD THERE IS NO BEGINNING, NO END

AND PEOPLE ARE NOT “ENGAGING WITH

CAMPAIGNS”.

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FROM BRAND ENGAGEMENT TO

ENGAGING BRANDS

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THE WAY WE THINK ABOUT ENGAGEMENT NEEDS TO CHANGE.

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INSTEAD OF TRYING TO GET PEOPLE TO

ENGAGE WITH BRANDS, WE SHOULD AIM FOR BRANDS

TO ENGAGE WITH PEOPLE.

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ONLY THEN CAN BRANDS ADD REAL VALUE TO

PEOPLE’S LIVES.

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FROM CONTENT EXCELLENCE TO PEOPLE

EXCELLENCE.

FROM CONTENT EXCELLENCE TO

PEOPLE EXCELLENCE

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WE HANG ON THE

NOTION THAT CONTENT IS EVERYTHING.

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THE QUEST FOR KILLER CONTENT

DOESN’T HELP MUCH, IF WE DON’T UNDERSTAND

WHAT PURPOSE IT SERVES PEOPLE.

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ONLY BY UNDERSTANDING PEOPLE AND THEIR LIVES, CAN WE START MAKING MORE MEANINGFUL AND COMPELLING STORIES.

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THE STORIES AND THE TOOLS HAS CHANGED. A

STORY CAN BE A PRODUCT OR INNOVATION.

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WE HAVE SHIFTED FROM STORYTELLERS TO

STORYMAKERS

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“WE TELL OURSELVES STORIES IN ORDER TO LIVE.”

- JOAN DIDION-

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FROM 360 TO 365

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EFFECTIVENESS OF MOST MEDIA CHANNELS HAS

BECOME SO SMALL THAT WE HAVE TO THINK OUTSIDE OF

CAMPAIGNS.

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WE CANNOT EXPECT TO PEOPLE PAY ATTENTIONWHENEVER WE WANT.

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WE NEED IDEAS WITH LONGETIVITY, THAT CAN LIVE OUTSIDE CAMPAIGN

AND IN VARIOUS TOUCHPOINTS.

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WE NEED IDEAS WITH LONGETIVITY, THAT CAN LIVE OUTSIDE CAMPAIGN

AND IN VARIOUS TOUCHPOINTS.

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THANK YOU!