W elcom e

The TO O LS O F EN G A G EM EN T M arketing & Experiencing EducationalInstitutionsthrough

2.0 W eb R ich M edia

: Presented by Planit

, :C om m unications M arketing and Technology Staying on the C utting Edge

• The Journey• Everything isC onnected• Innovation•

B rand• : 2.0 ToolsofEngagem ent A tourofW eb and rich m edia

, :C om m unications M arketing and Technology Staying on the C utting Edge

• / The M achine isU s ing U s– , , , M ichaelW esch PhD A ssistantProfessorofC ulturalA nthropology K ansasState

U niversity

C ulture ofInnovation

• The greatestinnovation in hum an history had little to do w ith …toolsand technology

» , IB M G lobalInnovation O utlook

• Innovation isnow recognized asthe single m ostim portant ingredientin any .m odern econom y

»Econom ist

B eing innovation

• . Invention vs Innovation

• Ideascom e from everyw here

• Step outofyourcom fortzone

C ulture ofD esign

• Create delightand surprise–A pple

– V irgin A ir– Target

• , , M ake thingsclearer sim pler easierand personal• Live the B rand

.Productsare m ade in the factoryBrands are made in the mind.

?W hatisa B rand

Physical N am e

Logo

Type

Color

Slogan

Sound

Em otional A ttitude

Personality

Experience

Story

PHYSICAL: tradem ark ordistinctive nam e identifying an organization and its

/ .productsand orservices

EMOTIONAL: The prom ise ofan . experience orlifestyle Itisthe bonding

elem entsbetw een the organization and the/ .custom eruser

...Stating the obvious

W hata B rand IsN ot

, A Sim ple C learIdea

The B rand D rivesA ll

Sub B rand A dvertising Im age

ProductInnovation Prom otions N ew ProductD esign

C om m unicatesQ uickly

ProvidesProductExtensions

Sony B ravia Spot

StrikesA n Em otionalC hord

Sony B ravia

Em otional R escue

“ Em otionalconnection isa pow erfulw ay to link the heartofyourtarget .m arketto the soulofyourbrand ”

, D ave Florin H eibing

“ ... People everyw here are w anting to em brace em otion H um an beingsare , .pow ered by em otion notby reason ”

, K evin R oberts Lovem arks

Experience

• ?W here are w e going

G etting theirA ttention

• N o tim e• N o barriers• N o com prom ise• C luttered lives

ExtractC om m odities

StageExperiences

Experience Econom y

D eliverServices

M ake G oods

Experience Econom y Pine and G ilm ore

C elebrity

.N ike com

-O nline e com m erce

The N ike Experience

N ike Tow n

— C itizenship G uide Transform ation

Engage

’ 500 . Idon tw ant channels Ijustw antthe one channelthatgives .m e w hatIw antto see

N icholasN egroponte

M IT M edia Lab

•B row ser

•Search

•C om m unity

2.0W eb

•D em ocratization

• H um an N etw ork• Y ou asthe brand

Fasten yourseatbelts

• Tourofthe w eb– M aking em otion live online

The Journey

• = B roaderC anvas M ore Possibilities–

V ideo–

A udio– FasterInternetConnections– ( 2.0)M ore Connections W eb

• = M ore Possibilities M ore D ecisions

R em em berInnovation

• Step outside the cam pus• Step inside the cam pus

– 2.0JustD o It W eb

•N ikeID– A thletic perform ance–Inspiration

–D esign•Flash– U serG eneration

– Y ou the Consum er• C ustom ization

( .)JustD o It cont

• , N ike ' D on tTread O n M e– M essage overO bjective– R ich video–M aps

–M usic

–B log

U serG enerated A dvertising

• V iralentertainm ent–Y ouTube

• SuperB ow ladsredefined

H um orand U serG eneration

H um orcan be a pow erfultoolofengagem ent

• C areerB uilders– - -M onk E M ail– - -A ge O M atic

• H um orin context• : V iral Send to Friend

SocialN etw orking

• ' W hatsN ext• Step Forw ard• : N ing socialnetw orking platform• C ustom izing yourcom m unity

– :// . . /http toebyplanitning com

B ringing the physicalto the virtual

•Story

•Interaction

•Experience

• M ood through m usic and video

-- K now Y ourB rand Tours

•M oM A–Sophisticated

–M odern

• M G M G rand LasV egas–R om antic

–Luxury

–“ W hole”experience

A nim ation and G am es

• G etthe G lass– Life W ithoutM ilk•C haracter

•Story

•M usic

• : PopularC ulture G am ing and A nim ation

2.0 W eb TO E C hecklist

•Subscribe

•Com m ent

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Share• Send to friends•

D ow nload•

U pload• V iew video•

Profile•

Feature•

Post•

RSS

A re atleastthree ofthese term ssom ew here on

?yourw ebsite

?A re w e there yet

• W e FeelFine– 2.0Innovation w ithin w eb– W iring into em otions– The m achine isus

• ?Feeling

Thank you

Planit

. .w w w planitagency com

• , Steven K ostant Executive C reative Strategist.skm @ planitagency com

• , R yan Sm ith Interactive A rtD irector

.rjs@ planitagency com• , A ngela W alseng B rand C om m unicationsM anager

.adw @ planitagency com

- , Planitisa fastgrow ing agency thatm arriesinnovation and strategy w ith new m edia traditionaladvertising .and public relationsto transform organizations