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LET'S INTEGRATE

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LET'S INTEGRATE

  1. 1. LET’S INTEGRATE FROM MISCONCEPTIONS TO REALITY
  2. 2. “MANY OF THE TRUTHS WE CLING TO DEPEND ON OUR POINT OF VIEW.” -YODA-
  3. 3. FIVE YEARS AGO, EVERYBODY WAS RAVING HOW THE INDUSTRY IS GOING TO CHANGE
  4. 4. THAT WAS NOTHING COMPARED TO WHAT’S GOING ON NOW
  5. 5. ONE TRICK PONIES ARE FINALLY OUT OF WORK
  6. 6. WE ARE IN A TOTALLY DIFFERENT BUSINESS NOW
  7. 7. “UNLEARN WHAT YOU HAVE LEARNED.” -YODA-
  8. 8. IT USED TO BE ABOUT PUSHING A UNIFIED VISION OF YOUR BRAND TO AS MANY PEOPLE AS POSSIBLE AS OFTEN AS YOU COULD
  9. 9. IT WAS ALL ABOUT CONTROL
  10. 10. WE DON’T HAVE THAT LUXURY ANY MORE AND PEOPLE ARE OPTING OUT. BRANDS HAVE LOST THE CONTROL
  11. 11. IN THE AGE OF CONVERSATION BRANDS AND THEIR COMMUNICATION IS WHAT PEOPLE MAKE OF IT
  12. 12. “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-
  13. 13. INTEGRATED IS NOT AND CAN NOT BE ABOUT ONE BIG IDEA IN MULTIPLE MEDIAS OR TOUCHPOINTS.
  14. 14. MATCHING LUGGAGES IS NOT INTEGRATION
  15. 15. IT’S ALL ABOUT PEOPLE, PRODUCT AND SERVICES BEING CONNECTED.
  16. 16. THE STUFF YOU PUT OUT THERE, WILL BE JUDGED, FILTERED, EDITED, COMMENTED, SHARED, MASHED UP OR JUST IGNORED NO MATTER WHAT YOU DO.
  17. 17. WE TALK ABOUT ENGAGEMENT, DIALOGUE, CROWD SOURCING, BLAH, BLAH, BLAH, BLAH. AND AS SO MANY TIMES WE FALL FLAT ON OUR FACES.
  18. 18. WHY?
  19. 19. BECAUSE WE USE THE OLD METHODS AND TOOLS IN A NEW WORLD.
  20. 20. “DO OR DO NOT. THERE IS NO TRY.” -YODA-
  21. 21. FROM ONE BIG IDEA TO LOT OF SMALL IDEAS
  22. 22. AS SAID THE GUIDING LINE FOR US HAS BEEN FINDING ONE BIG IDEA, A THEME FOR OUR COMMUNICATION AND MULTIPLY THAT WITH MEDIA CHANNELS.
  23. 23. INSTEAD WE SHOULD BE FOCUSING ON BETTER INSIGHTS THAT LEADS US TO MANY SMALLER IDEAS
  24. 24. ONLY THEN CAN WE TRULY CONNECT WITH OUR AUDIENCE
  25. 25. “BRAND IDENTITY MEANS THAT BRANDS HAVE AN IDENTITY, NOT THAT THEY NEED TO BE IDENTICAL ALL THE TIME, TO EVERYBODY, EVERY DAY.” - TORSTEN HENNING HENSEL, MOLECULAR BRAND-
  26. 26. FROM ONE LINEAR STORY TO COMPLEX TRANSMEDIAL STORIES
  27. 27. WE NEED TO STOP CREATING CONTENT INTO A VACUUM AND START TO CREATE INTO THE REAL WORLD.
  28. 28. THE REAL WORLD IS COMPLEX AND WE NEED TO EMBRACE THE COMPLEXITY TO CREATE BETTER BRAND WORLDS.
  29. 29. Source: Griffin Farley, Planning for Transmedia / 2012
  30. 30. Source: Griffin Farley, Planning for Transmedia / 2012
  31. 31. “TO TAKE ADVANTAGE OF EVERYTHING TODAYS LANDSCAPE HAS TO OFFER YOU NEED A WORLD.” - GRIFFIN FARLEY-
  32. 32. IN THE REAL WORLD THERE IS NO BEGINNING, NO END AND PEOPLE ARE NOT “ENGAGING WITH CAMPAIGNS”.
  33. 33. FROM BRAND ENGAGEMENT TO ENGAGING BRANDS
  34. 34. THE WAY WE THINK ABOUT ENGAGEMENT NEEDS TO CHANGE.
  35. 35. INSTEAD OF TRYING TO GET PEOPLE TO ENGAGE WITH BRANDS, WE SHOULD AIM FOR BRANDS TO ENGAGE WITH PEOPLE.
  36. 36. ONLY THEN CAN BRANDS ADD REAL VALUE TO PEOPLE’S LIVES.
  37. 37. FROM CONTENT FROM CONTENT EXCELLENCE TO PEOPLE EXCELLENCE TO EXCELLENCE. PEOPLE EXCELLENCE
  38. 38. WE HANG ON THE NOTION THAT CONTENT IS EVERYTHING.
  39. 39. THE QUEST FOR KILLER CONTENT DOESN’T HELP MUCH, IF WE DON’T UNDERSTAND WHAT PURPOSE IT SERVES PEOPLE.
  40. 40. ONLY BY UNDERSTANDING PEOPLE AND THEIR LIVES, CAN WE START MAKING MORE MEANINGFUL AND COMPELLING STORIES.
  41. 41. THE STORIES AND THE TOOLS HAS CHANGED. A STORY CAN BE A PRODUCT OR INNOVATION.
  42. 42. WE HAVE SHIFTED FROM STORYTELLERS TO STORYMAKERS
  43. 43. “WE TELL OURSELVES STORIES IN ORDER TO LIVE.” - JOAN DIDION-
  44. 44. FROM 360 TO 365
  45. 45. EFFECTIVENESS OF MOST MEDIA CHANNELS HAS BECOME SO SMALL THAT WE HAVE TO THINK OUTSIDE OF CAMPAIGNS.
  46. 46. WE CANNOT EXPECT TO PEOPLE PAY ATTENTION WHENEVER WE WANT.
  47. 47. WE NEED IDEAS WITH LONGETIVITY, THAT CAN LIVE OUTSIDE CAMPAIGN AND IN VARIOUS TOUCHPOINTS.
  48. 48. WE NEED IDEAS WITH LONGETIVITY, THAT CAN LIVE OUTSIDE CAMPAIGN AND IN VARIOUS TOUCHPOINTS.
  49. 49. THANK YOU!

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