Wednesday, August 15, 2007

make facebook friends with brand strategists

if you're already on facebook, send a friend request to brand strategists.

if you're not yet on facebook, send an email to to receive a facebook invitation.

i'll find something to put here.

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, 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

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

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


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?

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

pick of the litter winners

carlos vasquez, miami ad school

see the pick of the litter winners at

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?

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

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