// GP//

TRANSMEDIA:

• Multi-device
• Multimedia Format
• Content Rich
• Non-linear movement
• Linear story arch/ narrative/Multiple Narratives
• User Guided
• User Generated

// GP: Customer Relationship Management//

FROM:TO

• People’s expectations for a company

matter more to brands, need to tailor things to keep engagement, managing communications in a social space, the data that is available is greater, spheres of influence that make things less influential and important: proximity

• Purpose

Need for transparency and accountability now

• Platforms 

So many more avenues for how to reach and respond to a company, interpersonal and social: many modes of communication. PROFOUNDLY COMPLICATED, integrity of brand and communicating the brand story

• Process

How brands are starting to organize and create communication workflow. Triage models

CRM APPROACH

• Governance

How are they already managing every aspect. Brands are piece-mealing strategy and not looking at the whole picture. Getting it right from the top down. “Inherently social”

• Organization

Biz intel in place to monitor measure and analyze trends, events, incidents that effect biz, macro & micro. 1. Predict to anticipate to respond positively, 2. Engagement strategy if there is a problem

• Process

How are you managing listening and analytics, responding. Models, tools

• Tools/Tech

BrandWatch, Radian6, Intensity, Hootsuite, Spec analytics, Bitly, Buddymedia, Salesforce, MailChimp

DATAFLOWS:

• Digital/Social/Google/Api
• Transaction/company/registration/account
• Third party: email list, competitor market data
• Industry

Direct / Brand marketing

Science based/ Creative advertising

Selling cots / Trademarks

ADVERTISING EXTERNALITIES

1. Better Information about your brand, products
2. Positive association between advertising & quality

(nothing kills a bad product faster than good advertising)

     3. Brands

Conspicuous Consumption: We consumer more than the minimum required for subsistence and efficiency. Why advertising works.

Use advertising to convince people that things are better that get us hooked and we crave things we don’t need.

DEFINING THINGS OF ADVERTiSING

• SOCIAL: Bring brands to people
• BRAND: Bring brand back to the web.
• SOCIETAL: Bring back the news.

// IA: 15.5.2 “I love you long time”//

BIG LOVE (LONG LOVE)

Long term relationships increase ROI.

• Revenue
• Cost Savings
• Cost Avoidance

MEDIA CONTEXT

Where to spend time & talents for maximum programming & benefits?

• Where is our audience
• why are they there
• what are they doing
• how to engage
• to what end

FACEBOOK

#: Over one billion

Why: To connect with friends and share life stories

What: posting status, photos, sharing interesting things from around the web, engaging on a personal level, schedule, past/present/future

How: Obtain a like and promote likes, sharing, comments, contests, ads, apps, games, information

End: Increase brand values, perception, awareness, education, establish history & consistency, advertising, relationships, peak interest, fun with a brand, mission, employee activities, company information, establishes internal & external operations & products

Each new fan acquired on Facebook is worth 20 additional visits to your website over the course of a year. 

Brand:

Consistent Virality of posts & engagement levels.

// GP: 15.4.2 MEDIA CONTEXT//

Media is becoming fragmented with the multiple and smaller outlets for engaging with brands

Fundamental shifts via users to platforms: ex: power shifts

Tools of influence, democratization of voice

LONG TAIL THEORY

There is media that has high reach (TV), few controlled by smaller companies. Today are a million places to get news and relevance. Less people are now getting more of a customizable experience.

EX: Will Ferrell & Old Milwaukee

»>Sociographics: Tribal audiences for brands, Shifting from people to cultural demographics (strategizing to pick up the tribal)

Balance of volume vs. efficiency will keep the content alive for your demographic

OTHER SCREEN Experiences

Experiencing things across multiple interfaces, every chance allows multiple opportunities for intersection. 2nd screen, 3rd screen

New Context for Engagement: New avenues & places to grab audience > opportunities over time

Where does brand have overlap with a topic. What is the shared value or connection point?

PAID / OWNED /EARNED MEDIA

PAID: Advertising (Tax on Bad Experiences)

OWNED: Website

EARNED: Social, Outreach

SOCIAL BY DESIGN

• Inform
• Volunteer
• Extend

No matter what you create is it maximized or optimized for social? Is it inherently social?

NETWORKS

Social spheres of influence and how it drives shifting attitudes & behaviors. Classify into three categories:

• Peer to peer
• Referential (due to a circumstance, should pay attention to what have to say)
• Expert

SOCIAL OBJECTS

The things that connect us aren’t our networks, but what we have in common. What we SHARE. The nouns in our sentences.

FB= Friends, Instagram=(cooler) (immediate) (filters) Photos, Youtube=Videos

CURRENT PROJECT TIMELINE

-Objective
-Audience: Bringing them to life, tap into their needs & motivations, defining
-Strategy/unifying concept(Immediate, relevant, original, impactful)
-Articulate that strategy

• user journey
• user need
• context (implied objective, brand expression, brand engagement, place & time of user- cultural, societal, geographic, media, state of mind)
• content ( deliver brand expression, brand engagement, to solve for user need, value exchange, compel to action)

-KPIs: Is it working, why/why not, measurement (attitude or behavior), analytics, Test & Learn, DURATION, how to know what’s driving pledges (Diagnostics)

-Make it actionable

• Calendar
• Project
• Tasks

// GP: 15.3.2//

VALUE PROPOSITION

• Audience
• Position
• Problem
• Solution
• Claims
• Point of Differentiation
• Outcome/Purpose

BRAND EXPERIENCE MAP:

• Unites experience under relvant ideas that resonates wit influencers
• outlines systemati course of activities to bring a result
• focuses on underlying forces (gravitational)  to persuade and generate action and how marketers can create those forces (pull)
• addresses means to establish relevance
• insights and analytics to inform what we plan to do

We interact with brands in an ecosystem, multiple brand assets, not in isolation or one platform.

ORGANIZING CONSTRUCT:

• BIZ OBJECTIVES (pledges)
• BRAND STRATEGY
• USER JOURNEY (Interest>Search>Learn>Experience>Buy>Share) =Desired Outcomes 
• CONSUMER NEEDS (all stages)> IMPLICATIONS FOR BRAND> CONTEXT
• CREATIVE DEVELOPMENT/EXECUTIONS
• MEASUREMENT & MIX OPTIMIZATION

INCLUDE A CAMPAIGN IDEA OR CONCEPT to sell the strategy.

Social is an equity and now an OWNED ASSEST.

Campaign is a point in time exercise. Has a shelf life. Expression of Brand Strategy.

Programs or platforms are more mechanical and exist over time.

So how deep does the theme of the campaign carry.

// IA:15.5//

REVIEW DOWNLOAD:

• Flow of any engagement
• Visceral level
• User Journey
• Operation Models
• Emotional Design
• Deep Human Truths
• Multi-layered concepting
• Structure of tech with consumers
• Backend of user experience
• User experience
• Way a door opens can ruin store experience
• User centered design
• Futuristic thinking
• Masochist Design
• Game Theory
• Database design
• Intuitive design
• Layer Cake
• User Testing
• Feedback model

Brands are eh totality of how people experience a company, product, retail.

Advertising to experience design.

Great experiences fill user need, and solve a problem.

BRAND > TECH > USER >

Design represents values of user and designers.

Good design is table stakes, great design is a new table. It’s how it makes you feel, game changer.

Attracted to on sub conscience, meet expectations, tells a good story.

Abstract to concrete. Look from both directions, not just surface layer.

// PRESENTATION COMPONENTS//

Breand Benefits Tab

Segmented Target Market

Gifting Charitable Donation

Launch Plan Timeline

Metrics for Success

Re-Explain all changes

Key Messages

Brand Perception Map

Biz Problem

Psychographics

2 Layer Map (Positioning)

Deck/Pre & Post Launch

Push & Pull Strategy

Competitor Sale Landscape

Test Utility Map

SEO

Platforms target uses (Spotify, Hulu)

Goals for Launch segment

“Own” a Mindset

Area of Opportunity

// Speaker: Nick Piscitello//

WHY SO SERIOUS:

Best way to learn and grow in this industry is to challenge yourself.

If you’re not excited go flip burgers.

Wherever you go you have to be a hybrid creative.

We PRODUCE CULTURE.

Character is what carries you in this biz.

Not about thinking outside the box, but about our behavior.