potentialKEN kisselman

potentialKEN kisselmanSome Stuff aboutKEN

and what KEN can do for YOU

2015

www.slideshare.net/potentialKEN

This document looks its best in printed formatpotentiialSTRATEGY – potentialDISCOVERY – potentialINQUIRY

potentialART – potentialKEN

and

linkedin “resume”

KEN [email protected]

Executive Summary

1

#proofofLIFE

#CultOfPersonality

potentialKEN kisselmanthe person

Is a smart guy

Is trained in

• Interdisciplinary Visual & Verbal Communication

• Critical Thinking, Research, Presentation

Is experienced with

• Cross-Channel Integrated Interactive Initiatives

• Business, Media, Marketing, Creative, UCD, RM

• Client Consultation, Interdisciplinary Facilitation

“I am my own favorite character in fiction”

potentialKEN kisselmanthe professional

Is a Strategic Consultant

Is looking for FTE

1. Strategy

2. Discovery, Ideation

Is available for Freelance

1. “Discovery Engagement” or Activities

2. Audit/Analysis and POV

3. Strategic Skills and/or Deliverables

“Will brainstorm for food”


What KEN Can Do For YOU?

2

#potentialSTRATEGY: Hire me as a strategist

I have guided strategy for clients of all sizes under a variety of agency models. I have worked in a in number of different client industries on a variety of tactical challenges.I have a uniquely educated and experienced perspective with insights about the discipline of strategy.I would like to practice the discipline of strategy for one or more of your clients.I believe I can help you build a world class strategy practice.

#potentialDISCOVERY: Undertake a “Discovery Engagement”

Strategy becomes muddled on complex initiatives and large interagency and client collaborations.What to do? Where to begin? How to optimize? Even small challenges can be hard to tackle alone.Good strategy can come from anywhere but not everyone is a strategist. Let me help you think together.Strategy becomes internalized and sustainable because of stakeholder investment in the process.Dedicating time to a focused Discovery Initiative can jump start an idea, project, or team.

#potentialIDEATION: I specialize in facilitating ideation

Are your meetings productive? Do your idea sessions flow? Could you use a third-party facilitator?I am trained in meeting facilitation, consensus building, and a variety of workshop methodologies.I’ve shepherded idea generation, development, implementation, testing, and revision for many projects.I catalyze interdisciplinary collaboration, contribute unique perspective, and distill actionable output.I’d like to help you think things through.

#potentialPOV: I have a unique and valuable point of view

I am a worldly well educated poststructuralist who believes in identity politics and the prime directive.I have worn many hats working with smart people on diverse professional challenges over the years,I’d like to believe that there is value in my reasoned opinion.I am skilled at document creation and enjoy presenting to groups of all sizes.I’m fun and interesting to talk to.

my value proposition is scalable


Hire a Strategist for integrated interactive

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#Strategy is a discipline of #StructuredThinking

#Strategy is about simply stating the complexso that it is easily #Understood, #Internalized, and #Repeated

#potentialYAWP #potentialKEN


Consider a Methodology for Strategy

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“Strategy” should be practicedas a process that results in deliverables

• Answers result from Strategist facilitated group Discovery

• Strategy is sustainable because of Stakeholder investment in Discovery process

• The Strategist’s role is to help the group arrive at the answers together

• Using his knowledge and experience to facilitate and guide

• Utilizing his skill as a communicator to shape and document the group’s thinking

• Contributing his uniquely informed perspective


Do a Workshop for example

create common understandingof any Need, Objective, Tactic, or Topic

• potentialDISCOVERY activity structured around how we perceive our world through interrogatives• Building consensus through workshop interaction and yielding NOTES and a POV to guild progress

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WHO?

WHAT?

WHERE?

WHY?

WHEN?

HOW?

#potentialINQUIRYWho do U think UR?


Make a Discovery for a change

Too late, it is never, to become

what might you be

#potentialDISCOVERY

Discovery can scale from isolated activitiesthrough ongoing iterative exploration

The “Discovery Engagement” can

• Help get a new initiative started

• Help optimize an existing program

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How BIG a Discovery?

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Whether for an individual Activityor an Engagement lifecycle,Discovery has 3 phases:

• Information gathering, strategic hypothesis development, and test activity planning

• Conversations, meetings, workshops,and/or other activities to test and refine the hypothesis

• Analysis of findings and other Discovery outputto develop and finalize strategy

An ideal Discovery Engagement sets aside approx. 3 months to focus on the Initiative

• The rhythm of a regularized weekly schedule manages/recalibrates the project week-to-week

• An iterative process moves from preliminary strategic assumptions to finalized deliverables

• Activities are customized to Discovery topic, client organizational structure, and stage of project

Discovery tactics can be sold a la carte(or used in-house by agency teams)

• An exercise can help interdisciplinary teams address a focused topic or shared milestone

• A discreet workshop activity can help insure productive meeting interactions between stakeholders and actionable output

A successful Engagement can lead toOngoing Discovery and/or a Solution(s) Build

Discovery Activities (approx. 3 weeks)

Discovery Exercise (approx. 1 month+)

Discovery Engagement (approx. 3 months+)

Ongoing Discovery


Paths to Discovery

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Review the existing research, strategy, infrastructure, process, and performance data relevant to the opportunities and the challenges that will be explored by the Discovery Initiative

• An Audit will be conducted when helping the client formulate a new program

• An Analysis will be conducted when helping the client optimize an existing program

• Additional research may be conducted as necessary

Meetings unite Discovery participants

• Discuss topics related to the opportunitythe challenges, and the Discovery Initiative

• Share updates on Discovery Project statusand plan upcoming Discovery Activities

Consult with stakeholders to discuss their unique interdisciplinary perspectives on the opportunity, challenges, and evolving strategy

• Collect insights and seek feedback

Conduct customized activities to workshop the evolving strategy with groups of stakeholders (client, agency, user, others)

• Give voice to effected individuals and aspectsof the company and/or organization in order to

• Collect insights to benefit Discovery,seek feedback to revise the evolving strategy

• Raise awareness/understandingof the ongoing Discovery Initiative

• Secure ‘buy in’ through inclusion andbuild consensus through group participation

Stakeholder Interviews

Committee Meetings

Audit and/or Analysis

Workshops and Activities


have you stopped to Think Things Through?

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Currently many client organizations are challenged by a convergence of issues

• The emergence and proliferation of media outlets reaching hyper-segmented audiences

• The need to adapt their omni-channel communications strategy

• The centralization of the formerly peripheral “Interactive Channel” in integrated strategy

• The need to own ‘the consumer relationship’ as much as ‘the brand’

• Evolution of business/messaging opportunities

• Desire to leverage cross-channel eRM

Cross-ChannelIntegrated

Interactive

Interdisciplinary

Ideation


#potentialREALIZATION

• There are many opportunities to apply the potentialDISCOVERY methodology

• Any agency or client situation which would benefit from

• Structured exploration, ideation, requirements gathering, and planning

• Interdisciplinary perspectives and consensus building

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The strength of “The Discovery Engagement”

is that it is grounded in an approach to problem solving

rather than solving any particular type of problem in any specific context


WHO do I think I am?“I’m just a rat who likes to cook”

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I’ve been potentialKEN since the last century, and “KEN” even longer

• I’m a Generation - X Postmodernist; I think, talk, write, and make ART• I’m a poststructuralist who cherry picks ideas and collects pop cultural artifacts• I’m an itinerant intellectual; a free radical who moves between social and intellectual molecules• I believe that mass media mythology is the touchstone of subjective identity in postmodern culture• I utilize lapel pins and graphic t shirts as self expression; I was a Big Bang before “the Big Bang Theory” • I prefer jeans, sneakers, and a sport coat; if I were a cartoon character that is what I would wear • I’ve been perpetually dying, shaving and growing out my hair and my beard for some time now• I’ve done drugs, I’ve dealt drugs; I know the truth about cigarettes and I’ve shoplifted nicotine patches• I’m a asexual bisexual who has studied gender theory• I am a Peaceful Jedi and the First Monk in The Church of Disney


a brief history of KEN

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2000

2015

2010

2005

@potentialKEN #potentialKEN #KENkisselman

KEN [email protected] www.linkedin.com/in/potentialKEN

www.about.me/potentialKEN

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SUMMARY

KEN kisselman is an ‘Outside-The-Box’ Thinkerspecializing in Integrated Interactive Marketing and Cross-Channel Strategy & Analysisspecializing in Facilitating Interdisciplinary Discovery, Ideation, and Planning

15+ years professional experience devising, developing, and optimizing integrated interactive programs with online & full-service agencies, media communications companies, and consulting clients

25+ years intellectual background exploring how storytelling in mass media and popular culture influences consumer identity and behavior

KEN is a Strategist who guides interdisciplinary thinking to achieve objectives with measurable results

1. An intellect who cultivates a holistic understanding of product, audience and marketplace

2. A facilitator and researcher who utilizes conversations, meetings, workshops, and other activitiesto structure ideation, uncover interdisciplinary insight, and achieve consensus across stakeholder groups

3. A communicator who can distill complex situations into simple concepts that are more easily articulated, understood, internalized, and re-communicated to maintain a unifying vision

Comfortable addressing MarComm, eCommerce, and B2B&C eBusiness challenges; KEN has guided programs for clients including Aeropostale, Beck’s Beer, BMS, Crazy Eddie, Dentyne, GSK, J&J, Lowe’s, M&M’s, March of Dimes, Merck, Nickelodeon, RJ Reynolds, and numerous news/content publishers.

KEN holds the distinction of leading online channel strategy for the launches of both the first MSA cigarette consumer web presence (RJR: Doral) and the world’s first cancer vaccine (Merck’s Gardasil).

KEN’s skills in Socratic Consultation, Consensus Building, and Workshops & Activities grow from the methodological penchant & praxis of his academic roots sharpened by professional training & practice

KEN’s work in Cross-Channel Marketing and eBusiness is grounded in an academic background as a Media and Cultural Theorist focused on the evolution of visual, textual, performance, and participatory communication from oral to literate to post-literate cultures.

KEN has a BA from Drew Universityand a Postgraduate Degree with additional research at The University of Wales, Lampeter.

KEN kisselman aboutME on linkedin

CatalystGeneration-X Postmodernist; Strategist, Facilitator, and Outside-The-Box Thinker


What I’m Working On from linkedin

www.linkedin.com/in/potentialKEN

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Consultant: StrategistJune 1997 – present (17 years 6 months)

KEN is available to speak, practice the discipline of strategy, facilitate ideation & exploration,conduct a discovery, and/or complete other intellectual odd jobs

Years of professional work wearing many hats collaborating with agency teams and clients of all sizes figuring out how to address integrated interactive opportunities tied to evolutionary organizational change has taught me to facilitate interdisciplinary thinking and problem solving for all sorts of challenges.

I’m potentialKEN, a “Strategist”; I think, talk, and write

I believe that, properly practiced, Strategy is a process that results in deliverables

• Stakeholder participation creates sustainable change

• Strategy documents and presentations distill thinking

• The Strategist is uniquely qualified to

• provide informed perspective

• catalyze the thinking of interdisciplinary collaborators

I propose potentialDISCOVERY as a methodology for structuring strategic exploration

• A “Discovery Engagement” can help focus thinking and build consensus

Discovery can scale from isolated activities through ongoing iterative exploration

The “Discovery Engagement” can help get a new initiative started or optimize an existing program

potentialDISCOVERY is not about a particular sort of challengebut rather it’s about a particular way of ‘teaching a group of people to fish’in the context of whatever challenge they may be facing.

• Pursuing personal Art and Research

my current professional focus


Who I’ve Worked For from linkedin


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Strategist - RefineryJanuary 2005 – August 2006 (1 year 8 months)

Senior Strategic Lead for Vaccine Division brand-level engagements at the iAOR of Merck

• Represented interactive strategy & analysis for cross-channel planning• Guided agency execution for consumer, physician, and PR interactive initiatives• Authored strategy deliverables & whitepapers, led presentations, and facilitated workshops • Initiated project war room and interdisciplinary account team ideation

Account Manager - MarketSourceSeptember 2003 – November 2004 (1 year 3 months)

Engagement Lead for a variety of brands at the iMedia AOR of J&J

• Devised, developed, and optimized experimental online programs to expand consumer acquisition• Guided media planning and campaign development for multiple simultaneous initiatives• Developed research and analytical models for ‘test & learn’ tactics

Executive Producer: Interactive - Coyne BeahmJune 2001 – March 2002 (10 months)

Interactive Practice Area Leader and Senior Client Counsel for Full-Service Offline AOR of RJR: Doral

• Guided launch of the first web presence for a Master Settlement regulated cigarette brand• Consulted to ‘brand upgrade initiative’ evolving product, packaging, and campaigns• Facilitated integrated interactive research, ideation, and execution

Executive Producer, Principle Specialist: Interactive - LuminantNovember 1999 – January 2001 (1 year 3 months)

Engagement Principle and Thought Leader for Internet Professional Service Firm

• Solutions Partner traveling nationally to consult/collaborate with clients, agency and delivery partners• Grew RFP into largest brand-level account while also managing multiple ‘small’ (>$1MM) engagements• Simultaneously guided ideation/output of multiple NYC-based 10+ person recombinant delivery teams

Creative Development & Imagineering - Macromedia: Online DivisionSeptember 1997 – November 1999 (2 years 3 months)

Thought Leader for internal/client initiatives at the Online Division of News Conglomerate

• Strategic Counsel to owner and board for interactive evolution of 2 daily and 23 weekly newspapers• Strategic/Creative/Delivery Lead for 24 person team servicing 300+ advertising and publishing clients• Developed proprietary sites, agency service offerings, new business pitches, and client strategy• Facilitated ideation, authored POVs, and represented conglomerate at conferences

past FTE rolls and responsibilities


Projects I’ve Worked On linkedin excerpts


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Call The Marketing Guy Digital Media, T!E consulting, Hohman DesignPresent

• Facilitating and structuring project ideation; consulting to new business pursuits• Authoring strategy and POV documents to guide cross-channel planning

Lowe’s Home Improvement: MyLowesOctober 2011 – May 2012Working With Macquarium

• Consulted on topical, tactical, and program-level cross-channel user experience strategy to guide a more holistic enterprise-wide approach to the integration of the MyLowe’s brand upgrade and eRM program with existing business practice, marketing objectives, and infrastructure• Facilitated workshops and conducted exploration on key topics like acquisition, membership, inspiration, and the ‘ontology of the home’ to develop POVs, conceptual models, and user journeys• Planned and executed research with internal resources, vendors, retail employees, and customers including observational, contextual, intercept, co-design, and concept validation to inform integration• Produced narratives and visualizations of program needs/opportunities and use cases

BMS OncologyJanuary 2009 – April 2009Working With Encima

• Produced annual audit and ad hoc performance analysis of patient and HCP online programs for physician administered chemotherapy drugs Ixempra and Erbitux• Yielded first BMS comprehensive segmented view of click path ‘conversion funnel’from consumer contact via online advertising/search through to onsite behavior or drop off• Consulted to development of Oncology Franchise ‘Analytics Roadmap’ templateincluding scalable approaches to performance metric measurement and behavioral use analysis

GSK HCP RM and Tablet PC DetailingSeptember 2006 – March 2007Working With Empathy Lab

• Developed “Business Case” (Strategy, ROI Model, 5 Year Plan)to secure executive support for planning and financial commitments for phased roll out• Planned and conducted 2:1 interviews with all relevant executive and senior stakeholders to solicit vision input and secure individualized ‘buy in’ and concessions for the initiative• Planned and facilitated workshops with all US corporate verticals at all campusesto solicit ideation and requirements while building awareness and support for the initiative• Worked with executive leadership to structure two tiers of interdisciplinary governancefor executive oversight and day-to-day administration of the initiative• Held fixed seat as external strategic council on ‘day-to-day’ administrative steering committee• Developed templates for preliminary aggregate and individualized HCP data portraitsin collaboration with customer analytics group to guide data modeling and learning plan development• Integrated Tablet PC Detailing planning into ongoing HCP-RM strategic planning and roll out




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continued

GardasilJanuary 2005 – August 2006Working for Refinery

• Led interactive agency strategy for integrated global launch planning and roll out of allinteractive disease education and product marketing initiatives for HCP, Patient, and Public Affairs• Represented interactive channel strategy for all brand team and interagency planning• Represented interactive channel strategy for FBG SWOT product launch planning• Integrated online learning plan and data capture with ongoing offline market tracker research• Influenced offline campaign development through online strategic/creative synergies identified• Evolved global message platform and competitive strategy through online analytical insight

Other Merck InitiativesJanuary 2005 – August 2006Working for Refinery

• Consulted on revisions to enterprise template policy for HCP and Patient websites• Consulted on HCP portal upgrade planning for functionality and tactical revisions• Consulted on development of templates and style guides for international business unitsto enable independent autonomous implementation of US vaccine interactive strategy/tactics• Consulted to ideation for promotional planning on various prescription pharmaceutical brands

AcuvueNovember 2003 – November 2004Working for MarcketSource

• Planned, administered, and analyzed annual media plans and specialized promotions forAdvance and Colours brands designed to acquire and segment consumers for eRM e-mail re-contact conversion and retention as a prerequisite for ‘free trial’ drive to HCP for ‘branded request’• Planned and administered J&J’s first structured sampling of a prescription medical device by compensating HCP visit and providing product to social media influencers in return for participation in an incentivized program to measurably drive ‘branded request’ by peers• Planned, administered, and analyzed cross channel ‘test and learn’ MTV VMA promotion that compared response, acquisition, conversion, and data capture based on alternative promotional offers and calls-to-action from DRTV, in-office materials, print, radio, online advertising, sponsored content, SEO/SEM, and website promotion driving to microsite, 1-800 number, and IM response channels in order to inform corporate best practice guidelines for future integrated cross-channel promotions

Imodium, Reach, Tylenol, etc.September 2003 – November 2004Working for MarcketSource

• Planned, administered, and analyzed numerous online media campaigns that included specialized promotional offers, eRM data capture, and measurably drove purchase with eCoupons• Reach “Handles in Hands” promotion won MSN Emessenny for ‘Direct Response’




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continued

RJR: DoralNovember 1999 – March 2002Working For Luminant, Then As An Independent Consultant, Then For Coyne Beahm

• Planned, launched, and analyzed first website and eRM program for MSA regulated cigarette• Integrated website ‘log in’ and data capture with 9MM+ offline consumer RM database• Utilized integrated consumer data to enable customized online experience that targeted imagery, messaging, and promotional offers to past purchase and promotional participation behaviors• Supplemented offline direct mail strategy with online dynamic publishing of the brand’s RM lifestyle magazine content including expanded opportunities for user submitted content• Quadrupled consumer contact touch points through ongoing segmented e-mail communication• Developed multi-stage and time-based promotional and advertising onsite activities to measurably track exposure to message platform through ‘gated exposure’ and ‘drop off’• Utilized sound and video for the first time in 30+ years in tobacco advertising to provide webcasts of RM concert events and guided tour of product manufacturing from field to store• Evolved ‘call center’ support to incorporate input from e-mail and social participation on website

AeropostaleAugust 1998 – November 1999Working for Macromedia: Online Division

• Planned, launched, and analyzed first consumer website and online advertising

March Of DimesDecember 1998 – November 1999Working for Macromedia: Online Division

• Planned, launched, and analyzed first website and eRM program for NJ organization including acquisition/retention, eDonations, and viral distribution of event content/photos/videos by participants

Macromedia: Bergen Record, North Jersey Newspapers, etc.September 1997 – November 1999Working for Macromedia: Online Division

• Strategic counsel to owner and board of NJ’s largest privately held news conglomerateguiding interactive evolution of 2 daily and 23 weekly newspapers• Developed online communities, event webcasts, and promotions to engage readers• Initiated user-developed content strategies to evolve offline publishing model• Oversaw online integration of offline advertising profit centers into interactive display ad model,user-submitted classified advertising, real time MLS real-estate and automotive dealership inventory• Led planning/implementation of dynamic publishing technologies for commercial printing clients

#potentialDISCOVERY

#potentialREALIZATION

#potentialKEN

potentialKEN kisselman

Internet

discipline of strategy

good strategy

world class strategy

discovery engagementstrategy

variety of tactical

client collaborations

unique perspective

focused discovery initiative