Bmma digit 2014 patrick willemarck

How did or would you have you house built ?

1

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

From Mass-Media to

In- Formation

From Mass Marketing to In-Format-ion

4

Big leap or

back to

basics since 200

years ?

5

From Mass Marketing to In-Format-ion

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

http://youtu.be/g7_mOdi3O5E

7


8


Welcome in Echo-Logy

9

Google and Echo-Logy

10

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

echo-system = in-formation

Alert state of mind : ATTENTION

Reflexive state of mind: Pay attention

macro flows: envoûtement (télé, radio, poster, web...Broadcast)

Micro flows: reticular (lieux, réseaux sociaux, rumeurs...narrowcast)

Media infrastructure

Media superstructure Mark

Spread, Let know, Stay TOM

Re-mark

1.Dialog 2.CARE 3.Surprise

13

Google ou pas googleEchho-system = in-formation a bewitching electric vault

14

Google ou pas googleEchho-system = in-formation a bewitching electric vault

15

Google ou pas googleAs 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

Echho-system = in-formation a bewitching electric vault

16

Google ou pas googleecho-system = in-formation

Echological advertising






Media superstructure

HYPER ADS

HYPO Ads

Brand ideology

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

http://www.odyssee.cartier.fr/%23/home








HYPER ADS

HYPO Ads

21

Hyper

Hypo








23

Age 1 Age 2

Age 3

Your goals: attract, sell, sustain

24

Building contractor:sustains the building fromcraddle to craddle

Brand Architect:creates/adaptdifference/preferencein the echosphere

Craftsmanship

Legitimacy

Proximity

Leadership

social-search and excl.own media: your website

Search-Hypo ads

Hypo-Hyper

Data - feedback analysis

You deserve attention ? Pay attention !

Context and brand ideology are everything

25

Conclusion 1

Ideology Idea + Logos

26

Conclusion 2

They did suffer less from noise…we’ve got more tools

Start with your website

27

Conclusion 3