Workshop 22.06.16 · The "Personal Cybersphere" is a shield with which each digital citizen protects herself, blocking our campaigns. This is especially true of the so-called "Generation Z" and "Millennials". How can we as creatives and strategists gain entry to their personal cyberspheres? In this presentation, Barcelona Virtual revealed "the Four Rs": four separate levels that an effective, winning campaign needs to take into account, as well as the secret password for penetrating the Cybersphere in the first place. With humour, "ah ha!" moments and compelling European case studies, along with examples (PlayStation, Universal Pictures) and innovations from the speaker's hometown, Barcelona. Participants were then invited to tame the Personal Cybersphere themselves by working in teams during the rest of the workshop. The brief asked them to develop a practical strategy for gaining entry to the Cybersphere and activating the first two "Rs". In this way they would be able to successfully connect with their most profitable digital customers.

2. LEGEND, SLIDESHARE VERSION
CLICK FOR…
EXTERNAL LINK
EXTERNAL VIDEO
CTRL+L = PDF IN FULL SCREEN MODE

3. WELCOME TO 90 MINUTES
THAT JUST MIGHT CHANGE
YOUR ENTIRE LIFE

4. TODAY’S WORKSHOP SCHEDULE
11:30 Welcome and explanation of Workshop details (05 min)
11:35 Brief presentation of the Personal Cybersphere (25 min)
12:00 The Brief, Forming Teams, “The Secret Envelopes“ (10 min)
12:10 Team-Work on the Workshop Challenge (30 min)
12:40 Team presentations & Close at 13:00 (20 min)
#CannesLions @pwfleming

5. LET’S GO!

8. HOW?

9. R1
R2
R3
R4

10. WHO?

11. Ubaldo
Walter
Holger.
尋找威利
BONJOUR
Wally
Waldo
Charlie
Credits: Martin Handford
#CannesLions @pwfleming

12. RECOGNITION
This Brand Is 21st Century
This Brand Sees Me...
& Simplifies My Life

13. Credits: Twentieth-Century Fox
RECOGNITION
R2
R3
R4
OEL NGATI KAMEIE

14. WHICH BRANDS ARE MISSING OUT?

15.  WHY Strong competition from Nintendo for female segment
PlayStation Spain
Recognition through Comercial Ethnography (“CE”)
 WHO Barcelona Virtual CE Study, 4 months, Madrid & Barcelona
 HOW 1. “Tupper Play” 2. “Shop with Me” 3. “Play with Me”

 


17. You Understand “Flow”
Your Brand Lets Me Fly!
& Uses Micro-Moments
RESPONSE

19. #CannesLions @pwfleming

20. Google Micro-Moments
Right Time. Right Person. Right Product.
NO FLOW
FLOW
#CannesLions @pwfleming
FLOW

21. You Speak My Language
Know My Digital Lifestyle
& Your Brand’s Relevant
RESPECT

22. RECOGNITION
RESPONSE
RESPECT
R4

23. #CannesLions @pwfleming

24. Weather
Digital Post-Its®
Alarm Clock
Stocks
Your Mum
Digital Lifestyle
Decisive for Respect. Critical for Sales.
Credits meme: someecards.com, PlayStation VR
#CannesLions @pwfleming

25. Transactions Are Organic
Lovemark Loyalty…
And Generate MGM
RELATIONSHIP

26. RECOGNITION
RESPONSE
RESPECT
RELATIONSHIP

27. #CannesLions @pwfleming
SOLOMO
Local,
the unexploited
secret

28. LA RENTABILIDAD
NACE DE LA RELACIÓN
Profitability Is Born from People

29. 12% Conversion to Database
11:48 Average Time On-Site
23% Member get Member
3,45% Conversion to Sales
RECOGNITION
RESPONSE
RESPECT
RELATIONSHIP

30. THE SECRET PASSWORD?

31. HOW CAN
YOU GET TO
YOUR BEST
CUSTOMER?
#CannesLions @pwfleming

32. Credits: Rolls Royce, H.J. Mulliner · RM Auctions
The Secret Password:.
Relevant Relationship

33. slideshare.net/pwfleming
{available 27.06.16}
#CannesLions @pwfleming
“The Personal Cybersphere”
and “The 4 R’s”:
© Copyright Paul W. Fleming,
2001