Media Positive Planning

MEDIA POSITIVE

PLANNING

WE ARE IN THE BUSINESS OF CHANGING BEHAVIOUR

Behaviour = Motivation x Opportunity Clay Shirky

Motivation x Opportunity

WE ARE IN THE BUSINESS OF CHANGING BEHAVIOUR

People haven’t changed Marketing hasn’t changed

Connectivity has changed

CHANGE IS NOT APPLICABLE TO EVERYTHING

PEOPLE HAVEN’T CHANGED

We form tribes around shared interests

We change our behaviour by copying others

We rely on other opinions to guide our own

We are super social animals

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Marketing hasn’t changed MARKETING HASN’T CHANGED

Tell me and i’ll forget

Show me and i’ll remember

Involve me and i’ll understand

Confucius, c.500 BC

MARKETING HASN’T CHANGED

How consumer insight, innovation, bleeding edge technology,

UX and P2P copying launched Smirnoff in the US

(in 1950)

CONNECTIVITY HAS CHANGED

Urbanisation causes breakdown in existing communities

Globalisation increases physical distance between people

CONNECTIVITY HAS CHANGED

Advanced industrialisation creates mass free time...

...for the first time

CONNECTIVITY HAS CHANGED

Which was filled by mass media, rather than people...

...as people were limited by location, but media weren’t

CONNECTIVITY HAS CHANGED

Our free time can focus on what we are really interested in...

Other people

Now we aren’t limited by location

MEDIA ECONOMICS

1968 2011

$0

$High

Cost of media

Amount of media

Scarce

Infinite

ATTENTION ECONOMICS

Media planning is based on media scarcity

Value is monetary

But infinite media has no monetary value

.... The resource it consumes is attention

PERSONAL MEDIA

Infinite media supply means that no two media are the same

The most important media are those we curate ourselves

HOW TO PLAN FOR ATTENTION ECONOMIES

WE AREN’T LOOKING IN THE RIGHT PLACE

Totally Generic Information

Demographics are about similarity

People are about difference

YES, WE ARE ALL INDIVIDUALS

Averages by nature are not differentiating

Our individuality makes us human

SO WE ‘HOLD DATA’ FOR OUR SOCIAL GROUPS

We understand the subtle nuances of our communities

And we change the message accordingly

BUT INDIVIDUALITY ISN’T THE HALF OF IT

Cultural copying Statements of

individuality

Being human

Who we are Who we think we are

WE LEARN BY COPYING OTHERS.....

But we’ve been trained not to admit it

(to teachers or to qualitative researchers)

UNLESS WE REALLY HAVE TO...

Humans are to individual thinking as cats are to swimming

We can do it, but only if we really have to*

*Daniel Kahnemann via Mark Earls

HOW WE MAKE DECISIONS

A tiny few passion brands

150 years of advertising

UX design

Spreading ideas via People and

culture

OR IN ‘OPPORTUNITY’ TERMS...

BUT WE CAN’T PREDICT WHAT WILL SPREAD...

An influential match?

Or the right conditions for fires

What lights the fire?

INFLUENCE ISN’T DONE BY THE INFLUENCER

Who influenced who?

And who chose to copy who?

FROM SIMPLICITY TO DEPTH

Morality plays stripped out characterisation...

...So as not to distract the audience from the moral

Morality plays didn’t survive the birth of radical depth

Simple character Radical depth

Simple character

RICHNESS

Nobody ever comes out of a movie saying “that was a really good

movie. I really enjoyed it. It was

really clear”

Russell Davies

So to succeed, ideas move from ‘Big, Simple, Single’

To ‘Niche, Many, Rich’

MAKING NICHE, RICH, MANY

And we need to be much smarter at designing spreadability

AND INSPIRING REMIXES

...to give meaning and relevance for individual social circles

....combining and recontextualising...

Incentivising and making easy....

PEOPLE DISTRIBUTE NICHE IDEAS

Because it’s really easy

The hard bit is all the other niche ideas they already spread

HOW THINGS SPREAD

HOW THINGS SPREAD

“As content spreads it gets remade, either literally through sampling and

remixing, or figuratively via its insertion into conversations and interactions”

Professor Henry Jenkins, Spreadable Media (2009)

Content’s not king. If you were going to a desert island & you had the choice of taking your

friends or your DVDs, you’d take your

friends. If you didn’t, we’d call you a sociopath.

Content isn’t king, content is just something to talk about

Cory Doctorow

Photo Credit - Muha

CONTENT IS A MEANS NOT AN END

Social networks are about people, not content

The opportunity for brands is to be something to talk about

(Content is a medium not a message)

PHATIC COMMUNICATION AND BONDING

Apes don’t groom to look pretty, they do it to bond

Humans don’t tell stories for aesthetic reasons

We do it to bond

UNCONSCIOUS SOCIAL COMMUNICATION

“If we want to predict what will spread, we have to develop a fuller

understanding of the ways that the circulation of information may

strengthen or damage social relations”

Confer Status Strengthen

bonds Define the community

Professor Henry Jenkins, Spreadable Media (2009)

EXAMPLE: HUMOUR

The message is

‘I’m a funny

guy’

A joke is a medium

not a message.

The joke is the means

by which you transmit

this information

The physical act of

sharing humour

strengthens

bonds

Confirming that

subject is a

shared source of

humour defines

who is in and

out of the

community Stuff doesn’t spread BECAUSE it’s funny

What makes stuff funny is also what makes it spread

ADVERTISING: WEAK FORCE ACTING AT A GREAT DISTANCE

If we make it, they won’t come

Mass media works in a different way to P2P

To combine the two, we need to start in a different place

INTERPERSONAL: STRONG FORCE OVER SHORT DISTANCE

If it was easy, everyone would be doing it

(actually everyone is already doing it, it’s only brands that aren’t)

IT’S EXTREMELY DIFFICULT TO SPREAD THAT FORCE FURTHER

BUT HIGHLY EFFECTIVE WHEN YOU DO

CONVENTIONAL START POINT

Traditional explosives used to create critical mass

Unlocking a more powerful reaction

CONVENTIONAL START POINT

Earned

Owned Bought

Existing Communities

Participants BECOME a core channel

Bought media creates initial speed and scale

PLANNING FOR FAILURE

"..our company's success rate runs between 50 and 60 percent. About half of our new products succeed. That's as high as we want the success rate to be. If we try to make it any higher, we'll be tempted to err on the side of caution”

A.G. Lafley, CEO, Procter & Gamble 2000-2010

LOOK FOR THE RIGHT CONDITIONS

Then help them do it spreadably

Do it lots

Understand what, where and why people do stuff

Then talk about the best bits

EXAMPLE: A SPREADABLE THING

NB – slide blatantly lifted from Mike Arauz’s awesome Design for Networks

ADD SOME EXISTING COMMUNITIES

Designed to appeal to a number of niches

Conferring status and belonging on each

NB – slide blatantly lifted from Mike Arauz’s awesome Design for Networks

EXISTING BEHAVIOUR

We form tribes around shared interests

Which tend to be based on rivalry and competition

Which, like humour, can be explained by social motivation

Confers Status Strengthens

bonds Defines the community

CULTURAL RELEVANCE

BE the thing

people CARE about

CAVEAT

THE TERRIBLE RISK OF NOT TAKING RISKS

‘000s of studies confirm that you can map spend to share

Suggesting that creativity is the way to beat the model

BIG/SINGLE/SIMPLE AND COMPRESSION

‘Compression’, or ‘ensuring everything works ok’...

Brings the very best work down to median

Even though the success rate of ‘awesome’ is exponentially higher

Than the fail rate of ‘fail’

See John Willshire for the full impact of Marketing Compression

REDEFINING MEDIA

REDEFINING MEDIA

WHAT IS MEDIA?

This time it’s personal

PERSONAL MEDIA

Infinite media supply means that no two media are the same

The most important media are those we curate ourselves

Convergence Portability Social Curation

Spreadability P2P

Media Positive Two way Generous

Create/seed/promote Screen-neutral Collaborative

Ideas Delivery

Brand people

Ideas people

Networks

Data

Technology

Networks

New collaborations New research New audience insight

New trading methodology Individuals not audiences Plan not for who you reach, but for who they reach

What is media? PERSONAL MEDIA

MEDIA POSITIVE PLANNING

Don’t plan for who you reach, plan for who they reach

Create media space, don’t fill it

Griffin Farley, BBH

Gareth Kay, Goodby Silverstein

COMMUNICATION PRODUCTS BEAT COMMUNICATING PRODUCTS

Ideas that solve problems

Utility Stories Social value

Gareth Kay, Strategy for a Post-Digital World

COMMUNICATION PRODUCTS BEAT COMMUNICATING PRODUCTS

Have a cultural mission, not a commercial proposition

Be interesting, not just right

Make stuff playful & useful

Do stuff, don’t just say stuff

Gareth Kay, Strategy for a Post-Digital World

ADVERTISING IS THE LAST THING YOU SHOULD DO

Ideas that solve

problems

Communities that tell stories

Brands promote stories

Brands promote stories

Brands promote stories

REDEFINING MEDIA

HOW TO MAKE A MEDIA AGENCY BIT GOES HERE......

How Social Insight

Why Business Insight

What Cultural Insight

Video Talent Words Games Music

What type of product will achieve your objectives with maximum spreadability?

TOOLS

How will it spread? How can it be personalised?

What is the social idea?

SPREADABILITY

What screens will it live on? Where will it live in the real

world?

DEVICES

Entertainment Utility Community

RAW MATERIALS

VIDEO

TALENT

GAMES

WORDS

MUSIC

PRODUCT DESIGN

STARTER FOR 10

Editorial & content

Talent management

Digital performance

Business consultancy

(spreadable) Comms strategy

Entertainment IP Creation

Video Production

Social & motivational

insight

Data analytics

Comms product design

Network analysis

Mobile strategy Idea

generation

Comms product creation

Media planning & buying (advertising is the last thing you should do)

Community management

Social activation

SEO

Culture & ethnography

MEASUREMENT IS EASY

As long as you know what you are measuring

SOME PEOPLE THIS WAS COPIED FROM

@mikearauz @garethk @willsh

@herdmeister @griffinfarley