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Wednesday, August 15, 2007
Tuesday, August 14, 2007
account planning conference notes and pics posted
a brand strategist posted all of his notes and some of his pics from the 2007 aaaa account planning conference in san diego. i can't make much sense of them. maybe you'll have better luck.
if you'll send your notes from conference sessions he didn't attend to brandstrategists@gmail.com, they'll appear here too. you're also invited to leave your conference comments here.
the conference posts are made possible by st. domenico, the patron saint of strategy, and by the holy people at lowe, jetblue, in-n-out and apple.
Wednesday, August 8, 2007
closing remarks
by conference co-chairs
sir ken talking about the relationship between intelligence amd creativity started the conference on a note of optimism for the role we can play in the business
there’s never been a more exciting time for planning
the times are challenging, but the opportunities are endless
we start with a wishlist of speakers. when we have a conversation with these people, they believe that what we do has the chance to change culture
recognize the power we have to do that
take that responsibility and actually push it
take conrol. redefine it before it’s redefined for you
every brand could be a belief brand. have a brand with a purpose. change culture through our brands
next time, we will have recycling bins at our conference
if we take the bigger picture into consideration rather than focusing on the weeds, we can make a difference
think about the new business process differently. it’s not that insights aren’t important: it’s about using those insights more broadly
continue the conversation. participate in the conference blog at www.aaaa.org
a really big thank you to a whole lot of people
think a little bigger and broader to think a little different
we’ll see you next year
sir ken talking about the relationship between intelligence amd creativity started the conference on a note of optimism for the role we can play in the business
there’s never been a more exciting time for planning
the times are challenging, but the opportunities are endless
we start with a wishlist of speakers. when we have a conversation with these people, they believe that what we do has the chance to change culture
recognize the power we have to do that
take that responsibility and actually push it
take conrol. redefine it before it’s redefined for you
every brand could be a belief brand. have a brand with a purpose. change culture through our brands
next time, we will have recycling bins at our conference
if we take the bigger picture into consideration rather than focusing on the weeds, we can make a difference
think about the new business process differently. it’s not that insights aren’t important: it’s about using those insights more broadly
continue the conversation. participate in the conference blog at www.aaaa.org
a really big thank you to a whole lot of people
think a little bigger and broader to think a little different
we’ll see you next year
the power of social media for brands
mike murphy, vice president, media sales, facebook
agenda
1. the value of social media to people
2. opening your platform
3. a working model
4. the new roi
what is social media?
social media is active sharing online
the filter factor
massive amounts of content
friends/community are the filter
140 people define what products, what’s news
the influence of friends
facebook: a trusted environment
authentication
mark zuckerberg, a 19-year-old from harvard founded facebook
privacy control: must exchange permissions to see more info about me
one vast network of 50,000 networks
more and more value the more your friends use
creates value for everyone
make brand part of a network
opens brands to entire community
hackathon: engineers present their ideas
best idea gets pushed to the site
number 1? photo sharing site
f8 platform
30,000 developers and over 1500 applications
behavior benefits for marketers
very vocal community
more passionate when they know that the opinion they share changes something
how do you leverage the brand around handraisers?
survey
1,000 respondents in 29 minutes
403,211 consumers have victoria’s secret pink in their profile
16,293 consumers have levi’s in the profile
taking 200 words that best define your brand for people who are closest to you
every 48 hours, users are updating their profile
using a brand to help define your brand
there’s a lot of noise in the marketplace about viral marketing
there’s a lot about why; there’s not a lot about how
a working model
1. create
2. seed
3. connect
4. spread
5. discover
a great idea wins
“i don’t hate advertising. i just hate advertising that sucks”
advertising is a four-letter word
if the content becomes so meaningful, it’s no longer a cost: it’s a benefit
pepsi: design a can campaign
target: catalog distributed to college students
smile state
crest whitestrips
50 universities closest to a wal-mart
premiere screenings and concert for biggest community around this
exponential growth in sales at the wal-marts
2. seed the content
make it available and hope that it takes off
each connection creates 260 viral impressions?
the power of share is so valuable
discover a richer environment to collect data and insights
gender, age, geography, network type, graduation year, activities, interests, favorite music
the new roi: return on involvement
creative involvement: connect with people who identify with your brand
trusted referrals: give a reason to share
go viral: watch your message spread
discover more: get new consumer insights
leverage what comes out of it
3. best practices
be a part of the experience. don’t scream from the sidelines. don’t be disruptive; be inclusive. it’s a great experience to share your brand
maintain a daily dialogue. over 50% of our users are on our site every day
instant information from a qualified group of people
it’s not everything to everybody. it’s a snapshot
create a panel
the community polices content
the difference between a myspace user and a facebook user
facebook: info flow for people you know
myspace; profile for people you’ll never meet
we have the ability to approve or reject advertising
we think it’s better to turn away business than for it to have a negative effect on the community
what is web 3.0?
web 2.0 + mobile 1.0
there’s an amazing opportunity to create collective intelligence
agenda
1. the value of social media to people
2. opening your platform
3. a working model
4. the new roi
what is social media?
social media is active sharing online
the filter factor
massive amounts of content
friends/community are the filter
140 people define what products, what’s news
the influence of friends
facebook: a trusted environment
authentication
mark zuckerberg, a 19-year-old from harvard founded facebook
privacy control: must exchange permissions to see more info about me
one vast network of 50,000 networks
more and more value the more your friends use
creates value for everyone
make brand part of a network
opens brands to entire community
hackathon: engineers present their ideas
best idea gets pushed to the site
number 1? photo sharing site
f8 platform
30,000 developers and over 1500 applications
behavior benefits for marketers
very vocal community
more passionate when they know that the opinion they share changes something
how do you leverage the brand around handraisers?
survey
1,000 respondents in 29 minutes
403,211 consumers have victoria’s secret pink in their profile
16,293 consumers have levi’s in the profile
taking 200 words that best define your brand for people who are closest to you
every 48 hours, users are updating their profile
using a brand to help define your brand
there’s a lot of noise in the marketplace about viral marketing
there’s a lot about why; there’s not a lot about how
a working model
1. create
2. seed
3. connect
4. spread
5. discover
a great idea wins
“i don’t hate advertising. i just hate advertising that sucks”
advertising is a four-letter word
if the content becomes so meaningful, it’s no longer a cost: it’s a benefit
pepsi: design a can campaign
target: catalog distributed to college students
smile state
crest whitestrips
50 universities closest to a wal-mart
premiere screenings and concert for biggest community around this
exponential growth in sales at the wal-marts
2. seed the content
make it available and hope that it takes off
each connection creates 260 viral impressions?
the power of share is so valuable
discover a richer environment to collect data and insights
gender, age, geography, network type, graduation year, activities, interests, favorite music
the new roi: return on involvement
creative involvement: connect with people who identify with your brand
trusted referrals: give a reason to share
go viral: watch your message spread
discover more: get new consumer insights
leverage what comes out of it
3. best practices
be a part of the experience. don’t scream from the sidelines. don’t be disruptive; be inclusive. it’s a great experience to share your brand
maintain a daily dialogue. over 50% of our users are on our site every day
instant information from a qualified group of people
it’s not everything to everybody. it’s a snapshot
create a panel
the community polices content
the difference between a myspace user and a facebook user
facebook: info flow for people you know
myspace; profile for people you’ll never meet
we have the ability to approve or reject advertising
we think it’s better to turn away business than for it to have a negative effect on the community
what is web 3.0?
web 2.0 + mobile 1.0
there’s an amazing opportunity to create collective intelligence
jay chiat planning awards--grand prix winner
axe click
did this paper push our industry?
is there an insight?
is there a leap in creative and strategic thinking that we’re envious of?
was the work famous?
was it great, effective work?
was it a compelling story that we’re proud of?
click was an idea that could have only happened by thinking different about planning.
the start point is not the brief. the start proint has to be in the npd process
in the mating game, guys are competitive. the game doesn’t have to end with getting the girl
click was not an advertising idea. it combined the product and the communications idea in a way that could not be separated
the clicker was a brilliantly simple piece of communication
can we please have more papers next year so we don’t have another axe grand prix winner?
did this paper push our industry?
is there an insight?
is there a leap in creative and strategic thinking that we’re envious of?
was the work famous?
was it great, effective work?
was it a compelling story that we’re proud of?
click was an idea that could have only happened by thinking different about planning.
the start point is not the brief. the start proint has to be in the npd process
in the mating game, guys are competitive. the game doesn’t have to end with getting the girl
click was not an advertising idea. it combined the product and the communications idea in a way that could not be separated
the clicker was a brilliantly simple piece of communication
can we please have more papers next year so we don’t have another axe grand prix winner?
massive change
bruce mau, chairman, bruce mau incorporated
there is no outside the city
a commitment to a global open world
it’s not going to be solved by a single individual or a single company
there’s a new political axis that is not left and right
so much of that debate is about left and right. when, in fact, we need solutions
we need a new political axis that’s about progression as opposed to retrograde. we need leaders as opposed to laggards
they need a vision of an advanced future
it’s not about left and right, this region versus that region, this relgion versus that religion. left and right are both dead ends
a courageous, global effort
massive change 2.0
bmau@brucemaudesign.com
we’re looking for people who want to do this with their life and their work and with their business
cities are the solution not the problem. new york is one of the most sustainable cities on the planet because of the density
we’re 6 billion, and we’re going to 9
what we have to do is design solutions
beaches are closed because our systems flood and put the sewage directly in the water
in toronto, on one of the greatest fresh water reserves, you can’t swim in it because we pollute it
we need to make the investment because we have the resources. the world is awash in cash
civilizations don’t murder. they commit suicide
we are now a network society. we have a much higher elastic strength in terms of dealing with crisis
in jared diamond’s book, societies that ran their course didn’t have the tools to understand the implications of what they were doing
when we imagined the car, we didn’t understand the number of people or the mechanics we would eventually create
we are 6 billion going on 7 billion because we’ve been successful at confronting hunger
if you want to do something for the environment, educate a woman
there is no outside the city
a commitment to a global open world
it’s not going to be solved by a single individual or a single company
there’s a new political axis that is not left and right
so much of that debate is about left and right. when, in fact, we need solutions
we need a new political axis that’s about progression as opposed to retrograde. we need leaders as opposed to laggards
they need a vision of an advanced future
it’s not about left and right, this region versus that region, this relgion versus that religion. left and right are both dead ends
a courageous, global effort
massive change 2.0
bmau@brucemaudesign.com
we’re looking for people who want to do this with their life and their work and with their business
cities are the solution not the problem. new york is one of the most sustainable cities on the planet because of the density
we’re 6 billion, and we’re going to 9
what we have to do is design solutions
beaches are closed because our systems flood and put the sewage directly in the water
in toronto, on one of the greatest fresh water reserves, you can’t swim in it because we pollute it
we need to make the investment because we have the resources. the world is awash in cash
civilizations don’t murder. they commit suicide
we are now a network society. we have a much higher elastic strength in terms of dealing with crisis
in jared diamond’s book, societies that ran their course didn’t have the tools to understand the implications of what they were doing
when we imagined the car, we didn’t understand the number of people or the mechanics we would eventually create
we are 6 billion going on 7 billion because we’ve been successful at confronting hunger
if you want to do something for the environment, educate a woman
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