Présentation 10 : Patrick Willemarck : Conclusions. Notes distribuées ors de la dernière séance le 1e décembre 2014

1. How did or would you
have you house built ?
1

2. What did you learn in 10 weeks ?
✤ The latest tricks and tips from the game ?
✤ Some confusion about the audience ?
✤ Some inspiration ?
✤ Best practices ?
✤ Useful tools ?
✤Usefull thoughts ?
✤…
It will depend from what you think you’re being paid for or want to be paid for

3. 3
From Mass-Media
to
In- Formation

4. From Mass Marketing to
In-Format-ion
4
Big
leap
or
back
to
basics
since
200
years
?

5. 5
From Mass Marketing to
In-Format-ion

6. Gain and pay attention
6
We think to much in terms of channels
Not enough in terms of knowledge which start by getting ATTENTION
Attention and knowledge
reflexif
automated
A vision of 2014 dated from 2010

7. 7
Gain and pay attention

8. 8
Gain and pay attention

9. Welcome in Echo-Logy
9

10. Google and Echo-Logy
10

11. Where is the value ?
11
✤ Value of data tends to ‘0’
✤ Value of communication tends to the infinite
✤ In between: the noise is growing
✤ In between: marketing, consumers, citizens and politicians are a bit lost
Information/Data Communication

12. echo-system = in-formation
Media superstructure Mark
macro flows: envoûtement
(télé, radio, poster, web...Broadcast)
Alert state of mind : ATTENTION
Reflexive state of mind:
Pay attention
Micro flows: reticular
(lieux, réseaux sociaux, rumeurs...narrowcast)
Media infrastructure
Spread,
Let know,
Stay TOM
Re-mark
1.Dialog
2.CARE
3.Surprise

13. 13
Echho-system = in-formation
a Google bewitching ou electric pas google
vault

14. 14
Echho-system = in-formation
a Google bewitching ou electric pas google
vault

15. 15
Echho-system = in-formation
a Google bewitching ou electric pas google
vault
As I’m writing this post, details of an Israeli Air Force missile attack near
the entrance of a United Nations school in Rafah are emerging. The attack
killed at least 10, injuring many more. The IDF claims it had targeted three
members of the Islamic Jihad riding a motorcycle near the school, not the
school itself. (Gilad Lotan, globalvoices

16. 16
eGchooo-sgylset eomu =p ians-f ogromoagtlieon

17. Echological advertising
Media superstructure
macro flows: envoûtement
(télé, radio, poster, web...Broadcast)
Alert state of mind : ATTENTION
Reflexive state of mind:
Pay attention
Micro flows: reticular
(lieux, réseaux sociaux, rumeurs...narrowcast)
Media infrastructure
HYPER ADS
Brand ideology
HYPO Ads

18. Le film a été annoncé sur la page Facebook et le lendemain sur Canal+ et TF1

20. Echological advertising
Media superstructure
macro flows: envoûtement
(télé, radio, poster, web...Broadcast)
Alert state of mind : ATTENTION
Reflexive state of mind:
Pay attention
Micro flows: reticular
(lieux, réseaux sociaux, rumeurs...narrowcast)
Media infrastructure
HYPER ADS
HYPO Ads

21. 21
Hyper
Hypo

22. Echological advertising
Media superstructure
macro flows: envoûtement
(télé, radio, poster, web...Broadcast)
Alert state of mind : ATTENTION
Reflexive state of mind:
Pay attention
Micro flows: reticular
(lieux, réseaux sociaux, rumeurs...narrowcast)
Media infrastructure

23. 23
Age 1 Age 2
Age 3

24. Your goals:
attract, sell, sustain
24
Building contractor:
sustains the building from
craddle to craddle
Brand Architect:
creates/adapt
difference/preference
in the echosphere
Craftsmanship
Legitimacy
Proximity
Leadership
social-search and
excl.own media:
your website
Search-Hypo ads
Hypo-Hyper
Data - feedback
analysis

25. You deserve attention ?
Pay attention !
Context and brand ideology are everything
25
Conclusion 1

26. Ideology
Idea + Logos
26
Conclusion 2
They did suffer less from noise…we’ve got more tools

27. Start with your website
27
Conclusion 3