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1. Media fragmented and attention dispersed
2. From ‘media scarcity’ to ‘attention scarcity’
3. Need for pulling strategy rather than pushing strategy
Integrated idea is:
One Big communication idea aimed at
creating an organizing thought, adapted and
iterated across all communication touch
There is no adds-on nor evolutions to the idea.
Integrated planning is an adaptation of advertising to today’s
world, not a true evolution to the new environment we face
21An idea doesn’t exist without
execution. Execution in a
particular media is
inseparable from strategy
Social relationships help shape
Consumers are media!
Two ignored realities
Russell Davies Mark Earl
‘Herd.The inner truth about who we
We need a new approach that
helps us to embrace the
complexity of the new media
landscape and to take advantage
of some already existing
Transmedia story-telling is inspired
by the video game and movie
‘Converge culture: where old and new media collide’; H. Jenkins
To get the full story,
you need to collect
part of it from
And because it’s
hard for a single
individual to do it,
dots becomes a
Think like a book,
chapter is a slice of
through a different
A new planning principle…
From a Copy Ad…
…that you can see in a magazine
To a Brand Storyline…
…which traverses multiple media and
Transmedia is an approach to storytelling which utilizes multiple platforms in order to
create meaningful user experiences and maximize engagement
…that opens the opportunity for a new
breed of messages
An idea that’s reiterated in
different media (often dictated by
A story narrated through
different channels, inspiring brand
Integrated is made to fill in
media spaces not to
What if …
….people could pull off brand
Integrated Idea =
Mass media dominance
Big ad produced
Consistency is key 15
Transmedia idea =
Multiple ways (ideas) to
Infinite meeting places
Many contents produced
Coherency is key 16
We have to deal with a new relationship
between content, consumers and
Shifting brand communications to:
Building non-linear stories
Involving crowds to build-up the narrative
Feeding flows of information everywhere
In a digital world that’s growing
exponentially, brand story telling,
even if generates interest and
engagement will never be enough
Face-to-Face vs Facebook
Digital is an artificial reality.True relationships are
real,when it comes to people as well as brands.
“We want to ‘feel’ it”
“don’t forget that staging a brand experience is
more important than just talk”
Not without an‘experiential’
component in it
“The key is to produce
something that both pulls people
together and gives them
something to do”
The world’s gone 3D.Did we?
Er, concretely, how to pull this together?
How can we create a framework, a
structure, a process around a non-
linear story telling?
ONLINE REALWORLD / OFFLINE
intensity of their
store, and share
The 4 Phases of a digitally enhanced life
This first phase marks the UEs
use of their online networks as
a “control tower” and “help
to get the most out of them
This second phase is a
transition from the online
into the offline, or from
digital to the real world
This fourth phase
completes social circle’s
cycle with the sharing
and augmentation of their
This third phase is the real
world, the streets, the un-
and raw fully sensorial and
AS LIFE MANAGER
TRANSITION TO OFFLINESTARTS ONLINE BACK TO ONLINE
The underlying thread that connects all 4 phases.
It’s triggered each time they are offline and want to capture material to be send back to the
Hook up and
Ignite Brand Stories
Amp it up
1Ignite Brand stories
“There are no low interest categories – so even washing powder can develop
interesting narratives – the question is then making sure they are the right
narratives for your audiences”.
Brand stories are inspired by existing conversations, pop culture, insights
or news.They are a huge portfolio of ideas that are true to your brand DNA.
They must be unique to your category to truly differentiate your brand
from its competitors.
One you know what to say, understand your audience behaviors, where they
are, what they read and start seeding it in multiple environments and formats.
Be nimble. Explore multiple devices.
It doesn’t end here, now it’s time for you to gather data, feed-back and iterate
new content based on the knowledge you built in the first place.
You are not doing one bit TV spot or campaign anymore, you are chatting so go
on, talk, learn…Converse in many formats and places to extend your reach.
Give them some room to do the talking as well.
As soon as someone start engaging with your brand story, there must be an
instant gratification for them.
This will likely generate a snowfall effect and increase the odds content gets
viral. If there is nothing in it for them, well, nothing will happen.
Reward can be an access to someone famous, a sneak preview, a game, and
maybe a coupon…Ask them what they would like! But whatever it is, make sure it
comes as soon as possible after engaging with the brand.
You are now talk-worthy.
But that’s not enough.Today’s consumers are media savvy and they don’t like brand
that don’t walk the talk.They want to ‘feel it’
Brands don’t leave only in conversations.They need to do more. People expect to do
more. In fact… Great social media campaigns are driven by brands that are verbs
“This is intuitive – if brands are a promise, and a promise must be a verb, then
brands must verbs” Russ Lidstone
4Amp it up
Remember your consumers are your best media channel
Sharing means for them amplifying the moment
If the brand experience is engaging and rewarding they will want to share with their
Facilitate it. Create easier way to share the experience, help them capture those
moments, build digital places where the fun can continue.
All kind of ‘experiential activities used to be an expensive, nice to
have, way to reward your brand fans.
They used to cost money, offer low exposure and don’t last.
Today they can be the pivotal point of your yearly marketing plan.
Providing long lasting communication exposure and allowing higher
reach through consumer sharing.
AS LIFE MANAGER
campaign on FB and
Enjoy the TVC Live the Event
Missing social relationships
Short term vision
See consumers as individuals, not social beings (consumers are media!)
Users need to be exposed to several pieces to get the message
Ignore that media are better at different things
One-way story telling
The brand is one message across all media
Consumer touch points are paid
Sell an idea
People are simple
Think flat, straight
Built on social relationships
See consumers as a social beings (and media agent!)
Use each media in many different ways – not one media, one message.You are not bending
media to fit an idea
Each channel is strong enough to live on its own
Multiple stories told
The brand story aggregates stories across all media
Consumer touch points are earned
Sell a crowd of like-minded folks
People are complex, nuanced
The future is…now
Transmedia is happening today. People are searching and putting
together stories among brands and products in your category.There is
room for you to turn these behaviors into effective communication assets
that will drive sales, acquisition and retention.
It is challenging. It is complex. But the game has changed, just as the way
we are crafting advertising should change.