2. The Story.
In the Fall of 2005, I was a graduate student at Columbia. I was
learning about technology and innovation.
I wanted to work at AKQA.
So I called Lars Bastholm.
Every day.
For three months.*
Lars finally took the call.
And here I am.
*don't worry, Lars didn't call the cops on me. We became really good friends.
3. Coca- Maybelline CNN Burberry Citibank Toyota
Cola
Ford Kashi DeBeers Nokia Target
Boston Shakira Clarins Unilever
Scientific
Redken
Universal
Music Calvin Klein
Group
Pizza Hut
5. The thing I learned.
Oh, and this too:
*I stole this graph from Christoph Neimann
6. I am a visual thinker.
*Temple Grandin is a famous high-functioning autistic scientist who studies livestock' behavior and who invented the hugging machine.
7. It turned out to be a good thing.
Visual approach is holistic. It embraces the complexity of a situation
without reducing it to a causal, simple explanation.
Instead, it's looking for intuitive solutions that seamlessly fit into
people's behaviors.
It inspires thinking through associations.
It encourages "what if", not "why" and "how".
It's non-linear and allows for the unexpected.
It requires imagination and creativity.
It is perfect for the digital world.
9. Cultural micro-tensions.
The brewing currents that are not yet big enough to be considered a culture and a
behavior, but that are real enough for the brands to reconsider their go-to-market
strategy.
• The millenials are 40% of the car market. .• They are buying less cars and driving
• Digital gadgets are replacing cars as identity less than any previous generation.
• They view in-car technology as old-
markers. fashioned.
• The millenials are very green (no pun intended). • Pollution
10. Social Influence.
Influence is a network.
Its structure decides whether
something spreads or not.
Which is why accidental influentials
are so important.
Like Amber.
Accidental influentials are easily
influenced people who influence other
easily influenced people.
11. Human Irrationality.
People are emotional decision-makers. They are sensitive to design of information
environments and to activities of others. Combine those two things and you get a
powerful engine for behavioral change.
12. Data as Marketing.
Data aggregates act as a shared communication object - a story around products
use based on all individual usage patterns. These stories provide a powerful
consumption context - and a bonus marketing message.
15. Digital world provides solutions for it's own complexity.
Amid noise, there are a lot of signals.
All you have to do is be crafty.
Mine what's already out there for insights and creative
ideas.
16. Google insights' keywords
are useful for mining social
media sites to find out what
people are saying about a
product/brand. The most
important thing is to look out
for common themes and to
Google Search Insights (similar search) start tagging them.
uncovers other words that people use to search
for a brand's product/service.
17. Facebook Pages
help us see how
people cluster
around these Facebook Groups help us understand what
common themes people are agreeing on around a theme.
and let us map They uncover small everyday truths,
their relationships. metaphors people use, and big life moments
they mention (birthdays, weddings,
graduations, etc.).
18. Twitter Search reveals real-time conversations & the most
popular tweets using the keywords.
Running the product/brand reviews through Wordless is also useful for
uncovering the common themes and sentiment around this product/brand.
19. GoodReads and Want! uncover how people define themselves,
what they identify with, what's important to them - all of which
provides context in which a campaign is going to be judged.
20. 43Goals and Daytum offer insights in human motivation, different roles they are playing,
possible sources of cognitive dissonance, etc. - which helps us work out what are the triggers
for behavioral change for this target and/or how to get them to pass the campaign idea on.
21. Understanding how and what our target talks about and what
is the wider context of their life allows us to recognize a
brewing cultural micro-tension, an existing cognitive
dissonance, sources of influence, data we can use for
marketing, or needs that we can create an exchange market
around.
It lets us capture the white space and come up with "what if."
22. Get brief.
Interrogate brief:
what is the real
problem here?
Agree on campaign Social activation Evaluation against
Recognize the strategy
objectives. white space for brand and
the brand. communication
Distribution & media objectives
strategy
Come up with the
insights-based
concept for the
campaign. Creating &
presenting an
awesome
5 Pilllars of my deck.
thinking
Party!
Use digital
media to mine
insights and
creative ideas
for the
campaign.
