I've been pondering the importance of Connections planning in the increasingly complex world of media we live in today. I've outlined some of the key differences vs. traditional (multi) media planning and some of the key issues that need to be considered to deliver solid planning. With a sprinkling of smart examples in there... agree? disagree? have something to add? Would love to hear from you!! :) ** opinions here are my own and not in any way related to my employer**

1. Connections Planning (CP): What is it + IT’s ROLE IN the Evolving ad canvas Robin Hassan (@robinkayh) 07.28.11

2. So… What is Connections planning (CP)? It’s about breaking through the noise to add value (entertain/inform) to a select target. It’s about connecting and engaging It’s about delivering a unique human experience that resonates beyond a… banner, 30 sec spot, print ad or a live event It’s NOT about just being in more touch points 2 @robinkayh

3. What good cp looks like… Transmedia POV 3 FROM TO @robinkayh Diagram Source: http://farisyakob.typepad.com/blog/2006/10/transmedia_plan.html

4. Some great examples 4 Oldies but goodies… Audi’s The Art of the Heist and launch of The Dark Night’s “Why So Serious?” campaign (click images for links) @robinkayh

5. Transmedia POV Adding Value to UX is VITAL 5 @robinkayh

6. 6 @robinkayh

7. Some Great Examples 7 (click images for links) @robinkayh

8. Transmedia POV Adding Value to UX is VITAL Respect changing Media canvas 8 (click images for links) @robinkayh

9. 9 Media is no longer a container for holding the message. @robinkayh

10. Connections planning… Focuses on User Engagement (vs. Media) Plans Delivers Relevant Context (vs. R/F) Studies ROI to reach advocates (vs. mass/CPM) Identifies Share of Conversation (vs. SOV) Considers future Canvas (vs. current channels) 10 @robinkayh

11. Transmedia POV Adding Value to UX is VITAL Respect changing Media Canvas Know Data is powerful 11 @robinkayh

12. Data = unique insights + Targeting 12 Source: Terence Kawaja, LUMA Partners via Slideshare (March 15, 2011) @robinkayh

13. But… must be Handled with care 13 @robinkayh

14. 14 FROM Transmedia POV Adding Value to UX is VITAL Media canvas is changing Know Data is powerful There really is no ‘I’ in Team STRATEGY PRODUCTION MEDIA CREATIVE TO STRATEGY CREATIVE PRODUCTION MEDIA @robinkayh

15. “Media is less and less often about crafting a single message to be consumed by individuals, and more and often a way of creating an environment for convening and supporting groups.” Clay Shirky 15 @robinkayh

16. Questions? THOUGHTS?LMK!!  @robinkayh