Contenu connexe Similaire à La Linea: the story of (de-) hypification (20) Plus de Total Identity (20) La Linea: the story of (de-) hypification1. la linea
the story of (de-) hypification: bridging the gap between hype and identity
© TOTAL IDENTITY
2010
Total Active Media
Martijn Arts
2. Total Identity
Activities Areas
Positioning Consultancy
Profiling Design
Publishing
Founded Interaction
1963 TOTAL DESIGN PR
Campaign
2000 changed name
TOTAL IDENTITY Earnings
2005 10,7 mln
Group 2006 11,9 mln
TOTAL IDENTITY 2007 14,2 mln
- Amsterdam 2008 13,4 mln
- The Hague
TOTAL ACTIVE MEDIA Network partners
ALLCOMMUNICATION Antwerp
SOFTWARE Bolzano
Bremen
Dubai
© TOTAL IDENTITY
No staff
112 Hamburg
Lisboa
Madrid
Taipei
2
3. Martijn Arts
Lives in Amsterdam
Born in 1973
MsC Delft Tech. University
marts@totalactivemedia.nl
Total Active Media
Managing Director.
Total Identity
Shareholder
Board of directors
Social Networks
LinkedIn
© TOTAL IDENTITY
Hyves
Twitter (arts118)
3
7. He created a character in
1969 called La Linea.
BRUNETTO DEL VITA
presents:
LA LINEA
di
O.CAVANDOLI
© TOTAL IDENTITY
16. In early days, a news
event was spread only via
word of mouth. The reach
was limited.
reach
event time
© TOTAL IDENTITY
17. As time went by, more and
more means of
communication were
introduced. A news event
had more reach and faster
at it’s peak of reach.
community
local
reach
event time
© TOTAL IDENTITY
18. More and more reach
because of printed media,
mail services and
telegraph. The reach went
beyond communities.
Mass media was
introduced.
large audiences
community
local
reach
event time
© TOTAL IDENTITY
19. Mass media like radio and
television made it possible
to reach almost everyone
within a short period.
everyone
large audiences
community
local
reach
event time
© TOTAL IDENTITY
20. The resulting graph is
exactly the same as is
used in life cycle analysis.
This can be used to
describe the different
types of people to target
in communication.
everyone
large audiences
community
local
event innovators early adopters early majority late majority laggards
2,5% 13,5 % pragmatists conservatists 16 %
34 % 34 %
© TOTAL IDENTITY
Life Cycle Analysis
21. Mass media became so
expensive that a clear gap
was introduced between
local and community news
and broadcasted news.
everyone
large audiences
community
local
event innovators early adopters early majority late majority laggards
2,5% 13,5 % pragmatists conservatists 16 %
34 % 34 %
© TOTAL IDENTITY
A gap appears
between local and public
22. Two separate forms of
communication were
introduced: local and
community
communication and
broadcasting and mass
media. With a big gap in
between.
everyone
corporate
large audiences
targeted
community
focus groups
local
event innovators early adopters early majority late majority laggards
2,5% 13,5 % pragmatists conservatists 16 %
34 % 34 %
© TOTAL IDENTITY
Broadcast gap
23. This gap is now fillled in
by online channels. A local
event can become world
news based on
uniqueness, impact and
creativity in
communication.
everyone
corporate
large audiences
targeted
community
focus groups
local
event innovators early adopters early majority late majority laggards
2,5% 13,5 % pragmatists conservatists 16 %
34 % 34 %
© TOTAL IDENTITY
Bridging the gap
making use of online channels
24. Creativity in online
communication results in
more use of blogs,
guerrilla techniques and
viral spreading using
social media. And the good
think is...This theory also
holds for organizations!
The term ‘event’ can be
used for a news event, a
live event or gathering but
also and organization. The
only thing that changes is everyone
the timeframe and corporate
perspective.
large audiences
targeted
community
focus groups
local
organisation guerrilla social media campaign post campaign niche blogs
event innovators early adopters early majority late majority laggards
2,5% 13,5 % pragmatists conservatists 16 %
34 % 34 %
© TOTAL IDENTITY
25. What happens now is that
the public changes. More
and more people are used
to a changing
environment. More and
more (young) people adapt
to the ever changing input
by becoming more
adoptive and innovative.
This results in changing
use of modern AND
traditional forms of
commmunication. everyone
corporate
large audiences
targeted
community
focus groups
local
organisation guerrilla social media campaign post campaign niche blogs
event innovators early adopters majority late majority laggards
pragmatists conservatists
© TOTAL IDENTITY
Changing public
more dynamic and innovative
26. (a lot more) Than half of
the public is more and
more used to a changing
environment. And they
expect brands and
organizations to change
accordingly. While
remaining recognizable
and authentic...
everyone
corporate
large audiences
targeted
community
focus groups
local
organisation guerrilla social media campaign post campaign niche blogs
event innovators early adopters majority late majority laggards
pragmatists conservatists
© TOTAL IDENTITY
Change is the new equilibrium
for a future audience
27. And it also leads to
hypification of
communication. Events
spread extraordinarily within
fast.
48 hrs
enormous
reach
everyone
corporate
large audiences
targeted
community
focus groups
local
organisation guerrilla social media campaign post campaign niche blogs
event innovators early adopters majority late majority laggards
% % pragmatists conservatists %
% %
© TOTAL IDENTITY
Hypes spread fast
because of social media
28. But the hype also dies out
fast. The damage is than
done - sometimes
permanently - but focus of
within
the public is on other
hypes. Viral spreading 24 hrs
starts to look like a locust
plague: it appears, it’s gone
demolishes and is gone....
everyone
corporate
large audiences
targeted
community
focus groups
local
organisation guerrilla social media campaign post campaign blogs
event innovators early adopters majority late majority laggards
% % pragmatists conservatists %
% %
© TOTAL IDENTITY
And die out...
even faster
29. And the (late) majority
and laggards don’t even
know that something
happened. And are happy (late) majority
with that. No need for all
that fuss.... and laggards
everyone
corporate
large audiences
targeted
community
focus groups
local
organisation guerrilla social media campaign post campaign blogs
event innovators early adopters majority late majority laggards
% % pragmatists conservatists %
% %
© TOTAL IDENTITY
while many don’t even know...
30. A new late majority
appears that follow other
sources. They do not
follow the hypes but rely
on more steady sources.
Sources that the have
commitment and loyalty
to: branded sources. Lots
of times these sources are
‘old” brands that have
earned their trust in the
past.
everyone
corporate
large audiences
targeted
community
focus groups
local
organisation guerrilla social media campaign post campaign niche blogs
event innovators early adopters majority late majority laggards
% % pragmatists conservatists %
% %
© TOTAL IDENTITY
so they fall back
on trusted and branded sources
31. A gap appears between
the hype sensitive market
and the majority that is
left behind. They follow
more classical means of
communication and are
less hype sensitive. This
group is not so innovative
but gain in strength and
influence. They don’t
follow hypes directly but
slowly adapt to new
impulses and remain loyal everyone
to brands. corporate
large audiences
targeted
community
focus groups
local
organisation guerrilla social media campaign post campaign niche blogs
event innovators early adopters majority late majority laggards
% % pragmatists conservatists %
% %
© TOTAL IDENTITY
A gap appears
early adopters vs. (late) majority
32. This adoption gap spilts
society almost in two:
young versus old,
sensitive to exposure
versus more to
themselves, extravert
versus introvert,
innovative and adaptive
versus conservatives. But
more and more
pragmatists stop
following the hypes...
everyone
corporate
large audiences
targeted
community
focus groups
local
organisation guerrilla social media campaign post campaign niche blogs
event innovators early adopters majority late majority laggards
% % pragmatists conservatists %
% %
© TOTAL IDENTITY
Adoption gap
33. One approach is to focus on
the hype sensitive market.
When one hype lifts of you
start thinking about the next
one. So there it is: the
market works from hype to
hype. A stressed market that
is scattered in effect.
Effects that die out soon and
cost energy.
everyone
corporate
large audiences
targeted
community
focus groups
local
© TOTAL IDENTITY
From hype to hype
a strenuous approach
34. For a dynamic (future?)
public this creates a new
equilibrium that you could
call identity. In literature
this is often faslely called
“brand flow”. I call this the
hypification of a brand.
everyone
corporate
large audiences
targeted
community
focus groups
local
© TOTAL IDENTITY
The hype approach
working from hype to hype
for a hype sensitive audience
35. My problem with the focus
on a hype sensitive public -
and the reason why I do not
call this “brand flow” - is
that you miss a group that is
becoming larger and larger.
This more conservative
public follows classic
principles. Maybe in the
future everyone is dynamic
but not now. So do not leave
out this large audience. A
new approach is needed. everyone
corporate
large audiences
targeted
community
focus groups
local
© TOTAL IDENTITY
Classic identity approach
building up an identity (slowly)
for a less hype sensitive public
36. In stead of focussing on one
or the other I advice to
combine the two: use
hypesensitive means of
communication like guerrilla
aimed at the right target
audience to revitalize the
brand and gain impact. Use
programatic publishing and
durable communication to
involve the majority. Be
persistent, direct the
unexpeted, work in everyone
programs corporate
large audiences
targeted
community
focus groups
local
© TOTAL IDENTITY
Bipolar approach
solid reputation management
and guerrilla/social media impact
37. This results in a durable
reputation that also makes
use of impact caused by
hypesensitive campaigns
and ‘scoops’. This is depicted
by the yellow line.
everyone
corporate
large audiences
targeted
community
focus groups
local
© TOTAL IDENTITY
Bipolar approach
solid reputation management
and guerrilla/social media impact
38. The result of a bipolar
approach is an organisation
that can be op top of things
and works and
communicates at its best. Itt
is an organization or brand
in “brand flow”. It follows it’s
autheticity but also uses
impact (hype) for activating
and reactivating the brand.
But combining reputation
management and impact the
organisation rules it’s own everyone
fate. corporate
So do it!
state of “brand flow” large audiences
targeted
community
focus groups
resulting communication life cycle
local
© TOTAL IDENTITY
Bipolar approach
solid reputation management
and guerrilla/social media impact
39. everyone
corporate
state of “brand flow” large audiences
targeted
community
focus groups
resulting communication life cycle
local
© TOTAL IDENTITY
40. I hope Osvaldo Cavandoli
is proud of this use of
lines...
everyone
corporate
state of “brand flow” large audiences
targeted
community
focus groups
resulting communication life cycle
local
© TOTAL IDENTITY