1. MEDIA
POSITIVE
PLANNING

2. WE ARE IN THE BUSINESS OF
CHANGING BEHAVIOUR
Behaviour = Motivation x Opportunity
Clay Shirky

3. WE ARE IN THE BUSINESS OF
CHANGING BEHAVIOUR
Motivation x Opportunity
People haven’t changed
Connectivity has changed
Marketing hasn’t changed

4. CHANGE IS NOT
APPLICABLE TO
EVERYTHING

5. PEOPLE HAVEN’T CHANGED
We are super social animals
We form tribes around shared interests
We change our behaviour by copying others
We rely on other opinions to guide our own

6. Marketing hasn’t changed
MARKETING HASN’T CHANGED
Tell me and i’ll forget
Show me and i’ll remember
Involve me and i’ll understand
Confucius, c.500 BC
29

7. MARKETING HASN’T CHANGED
How consumer insight, innovation, bleeding edge technology,
UX and P2P copying launched Smirnoff in the US
(in 1950)

8. CONNECTIVITY HAS CHANGED
Urbanisation causes breakdown in existing communities
Globalisation increases physical distance between people

9. CONNECTIVITY HAS CHANGED
Advanced industrialisation creates mass free time...
...for the first time

10. CONNECTIVITY HAS CHANGED
Which was filled by mass media, rather than people...
...as people were limited by location, but media weren’t

11. CONNECTIVITY HAS CHANGED
Now we aren’t limited by location
Our free time can focus on what we are really interested in...
Other people

12. MEDIA ECONOMICS
$High Infinite
Cost of Amount of
media media
$0 Scarce
1968 2011

13. ATTENTION ECONOMICS
Media planning is based on media scarcity
Value is monetary
But infinite media has no monetary value
.... The resource it consumes is attention

14. PERSONAL MEDIA
Infinite media supply means that no two media are the same
The most important media are those we curate ourselves

15. HOW TO PLAN FOR
ATTENTION
ECONOMIES

16. WE AREN’T LOOKING IN THE
RIGHT PLACE
Totally Generic Information
Demographics are about similarity
People are about difference

17. YES, WE ARE ALL INDIVIDUALS
Averages by nature are not differentiating
Our individuality makes us human

18. SO WE ‘HOLD DATA’ FOR OUR
SOCIAL GROUPS
We understand the subtle nuances of our communities
And we change the message accordingly

19. BUT INDIVIDUALITY ISN’T THE
HALF OF IT
Being Statements of
Cultural copying human individuality
Who we are Who we think
we are

20. WE LEARN BY COPYING OTHERS.....
But we’ve been trained not to admit it
(to teachers or to qualitative researchers)

21. UNLESS WE REALLY HAVE TO...
Humans are to individual thinking as cats are to swimming
We can do it, but only if we really have to*
*Daniel Kahnemann via Mark Earls

22. HOW WE MAKE DECISIONS

23. OR IN ‘OPPORTUNITY’ TERMS...
150 years of UX design
advertising
A tiny few Spreading ideas
passion brands via People and
culture

24. BUT WE CAN’T PREDICT WHAT
WILL SPREAD...
What lights the fire?
An influential match?
Or the right conditions for fires

25. INFLUENCE ISN’T DONE BY THE
INFLUENCER
Who influenced who?
And who chose to copy who?

26. FROM SIMPLICITY TO DEPTH
Simple Simple
character Radical depth character
Morality plays stripped out characterisation...
...So as not to distract the audience from the moral
Morality plays didn’t survive the birth of radical depth

27. RICHNESS
MAKING NICHE, RICH, MANY
Nobody ever comes out of a movie
saying “that was a really good
movie. I really enjoyed it. It was
really clear”
Russell Davies
So to succeed, ideas move from ‘Big, Simple, Single’
To ‘Niche, Many, Rich’
And we need to be much smarter at designing spreadability

28. AND INSPIRING REMIXES
Incentivising and making easy....
....combining and recontextualising...
...to give meaning and relevance for individual social circles

29. PEOPLE DISTRIBUTE NICHE IDEAS
Because it’s really easy
The hard bit is all the other niche ideas they already spread

30. HOW THINGS
SPREAD

31. HOW THINGS SPREAD
“As content spreads it gets remade,
either literally through sampling and
remixing, or figuratively via its insertion
into conversations and interactions”
Professor Henry Jenkins, Spreadable Media (2009)

32. CONTENT IS A MEANS NOT AN
END
Content’s not king. If you were going to a desert
island & you had the choice of taking your
friends or your DVDs, you’d take your
friends. If you didn’t, we’d call you a sociopath.
Content isn’t king, content is just something
to talk about
Cory Doctorow
Social networks are about people, not content
(Content is a medium not a message)
The opportunity for brands is to be something to talk about
Photo Credit - Muha

33. PHATIC COMMUNICATION AND
BONDING
Apes don’t groom to look pretty, they do it to bond
Humans don’t tell stories for aesthetic reasons
We do it to bond

34. UNCONSCIOUS SOCIAL
COMMUNICATION
“If we want to predict what will spread,
we have to develop a fuller
understanding of the ways that the
circulation of information may
strengthen or damage social relations”
Define the Strengthen
Confer Status
community bonds
Professor Henry Jenkins, Spreadable Media (2009)

35. EXAMPLE: HUMOUR
A joke is a medium The message is
not a message.
‘I’m a funny
The joke is the means guy’
by which you transmit
this information
Confirming that
subject is a
The physical act of shared source of
sharing humour humour defines
strengthens who is in and
bonds out of the
community
Stuff doesn’t spread BECAUSE it’s funny
What makes stuff funny is also what makes it spread

36. ADVERTISING: WEAK FORCE
ACTING AT A GREAT DISTANCE
If we make it, they won’t come
Mass media works in a different way to P2P
To combine the two, we need to start in a different place

37. INTERPERSONAL: STRONG FORCE
OVER SHORT DISTANCE
If it was easy, everyone would be doing it
(actually everyone is already doing it, it’s only brands that aren’t)

38. IT’S EXTREMELY DIFFICULT TO
SPREAD THAT FORCE FURTHER

39. BUT HIGHLY EFFECTIVE WHEN
YOU DO

40. CONVENTIONAL START POINT
Traditional explosives used to create critical mass
Unlocking a more powerful reaction

41. CONVENTIONAL START POINT
Bought
Owned Existing
Communities
Earned
Participants BECOME a core channel
Bought media creates initial speed and scale

42. PLANNING FOR FAILURE
"..our company's success rate runs between 50 and 60 percent. About half of our new
products succeed. That's as high as we want the success rate to be. If we try to make
it any higher, we'll be tempted to err on the side of caution”
A.G. Lafley, CEO, Procter & Gamble 2000-2010

43. LOOK FOR THE RIGHT
CONDITIONS
Understand what, where and why people do stuff
Then help them do it spreadably
Do it lots
Then talk about the best bits

44. EXAMPLE: A SPREADABLE THING
NB – slide blatantly lifted from Mike Arauz’s awesome Design for Networks

45. ADD SOME EXISTING
COMMUNITIES
Designed to appeal to a number of niches
Conferring status and belonging on each
NB – slide blatantly lifted from Mike Arauz’s awesome Design for Networks

46. EXISTING BEHAVIOUR
We form tribes around shared interests
Which tend to be based on rivalry and competition
Which, like humour, can be explained by social motivation
Defines the Strengthens
Confers Status
community bonds

47. CULTURAL RELEVANCE
BE the thing
people CARE
about

48. CAVEAT

49. THE TERRIBLE RISK OF NOT
TAKING RISKS
‘000s of studies confirm that you can map spend to share
Suggesting that creativity is the way to beat the model

50. BIG/SINGLE/SIMPLE AND
COMPRESSION
‘Compression’, or ‘ensuring everything works ok’...
Brings the very best work down to median
Even though the success rate of ‘awesome’ is exponentially higher
Than the fail rate of ‘fail’
See John Willshire for the full impact of Marketing Compression

51. REDEFINING MEDIA

52. REDEFINING MEDIA

53. WHAT IS MEDIA?
This time it’s personal

54. PERSONAL MEDIA
Infinite media supply means that no two media are the same
The most important media are those we curate ourselves

55. What is media?
PERSONAL MEDIA
Convergence Portability Social Curation
Brand people Data
Ideas people Ideas Delivery Technology
Networks Spreadability Create/seed/promote Networks
P2P Screen-neutral
Media Positive Collaborative
New collaborations New trading methodology
New research Two way Individuals not audiences
New audience insight Plan not for who you reach,
Generous but for who they reach

56. MEDIA POSITIVE PLANNING
Don’t plan for who you reach, plan for who they reach
Griffin Farley, BBH
Create media space, don’t fill it
Gareth Kay, Goodby Silverstein

57. COMMUNICATION PRODUCTS
BEAT COMMUNICATING PRODUCTS
Gareth Kay, Strategy for a Post-Digital World
Social
Utility Stories
value
Ideas that solve problems

58. COMMUNICATION PRODUCTS
BEAT COMMUNICATING PRODUCTS
Have a cultural mission, not a commercial proposition
Be interesting, not just right
Make stuff playful & useful
Do stuff, don’t just say stuff
Gareth Kay, Strategy for a Post-Digital World

59. ADVERTISING IS THE LAST THING
YOU SHOULD DO
Brands
promote
stories
Ideas that
solve
problems
Brands Brands
Communities that promote
promote
stories tell stories stories

60. REDEFINING MEDIA

61. HOW TO MAKE A MEDIA AGENCY
BIT GOES HERE......

62. What Why How
Cultural Insight Business Insight Social Insight
RAW MATERIALS
Entertainment Utility Community
TOOLS
Video Talent Games Words Music
What type of product will achieve your objectives with maximum spreadability?
DEVICES SPREADABILITY
What screens will it live on? How will it spread?
Where will it live in the real How can it be personalised?
world? What is the social idea?

63. VIDEO

64. TALENT

65. GAMES

66. WORDS

67. MUSIC

68. PRODUCT DESIGN

69. STARTER FOR 10
Data Network
analytics analysis
Culture & Social &
ethnography motivational
Business insight
consultancy
(spreadable) Video
Production
Comms Entertainment
strategy IP Creation
Mobile
strategy
Idea
Comms Talent
generation
Digital
product management
performance design
Editorial &
content
Comms
Community product
Social SEO
management creation activation
Media planning & buying (advertising is the last thing you should do)

70. MEASUREMENT IS EASY
As long as you know what you are measuring

71. SOME PEOPLE THIS WAS COPIED
FROM
@mikearauz
@garethk
@willsh
@herdmeister
@griffinfarley