Here's the by-product of a newly finished client project and a real-time attempt to sort things out in the digital and social media jungle. This type of planning is still new to me, and I realise that the guide is far from complete and that it might never be as technology continues to evolve.
I've used the term engagement planning, because that's where the task began: the baseline thinking comes from a Jung von Matt expert on channel planning. After a call for help some really iniated people gave me a lot of tips, cases and theory and perspectives on the topics, so the guide is really a product of collective thoughts and different schools.
Many thanks to Jörn at JvM, Olle at Gyro, Leah in Minneapolis, Holger at Scholz Hamburg, and Gustav at Daddy.
February 5th, 2009 at 00:17
damn that’s a beautiful visualization you’ve done. I could definitely put that on the wall
February 5th, 2009 at 01:18
Very nice work, and excellent visuals. I appreciate that you are sharing your ideas and thoughts, as well as reaching out for help is great.
I have some questions/thoughts/discussion, which may be already be covered, depending what you include in your “boxes”. I think some of my questions involve “expansions” to the map.
* “How does the target group behave?”. Does this involve collective action, and behavior going on? Do they have any real relationships, or do they only share characteristics?
* There appears to be a primary focus on the sale? But what about the actual consuming experience during and after? This is important for understanding the whole value of the brand, and how it can be increased.
* “The real life conversation topic?”, does this include more than conversation? Like other rituals and practices? Does this involve real-life topics such as disruptions between the target group and their society and culture?
* “Individuals in the social network” how do they fit into the guide? I guess it is relevant to ask what role they play? For example as supporters?
* “What relationship does the brand have with its audience?” Does this also involve the social value of the brand?
Yet again, impressive work and thanks for sharing.
February 5th, 2009 at 11:01
Thanks for your comments Ella. I shall try to answer them the best I can.
First, some general remarks:
a. The aim of EP is to find new ways of connecting with people beyond old push media. Its context is the digital world where possibilities of interactivity are greater than the analogue world. b. Its relevance is the classical adage of decreasing effectiveness and media fragmentation. In that way it is very practical.
c. EP complements classical account planning which itself builds on brand strategies.
d. Although EP does not directly aim for accountability and effectiveness, it can be more accurate as we are using digital media and have access to quantitative data.
e. The guide is a thinking guide, not a set of rules.
f. Client budgets, business problems and a realistic scope of work must be the starting point.
Answers to your questions:
>>”How does the target group behave?”. Does this involve collective action, and behavior going on? Do they have any real relationships, or do they only share characteristics?
= I think what you are asking is how strong the bond between individuals is, and how the degree of influence the group has on the individual. I would say that these are variables that depend on the brand, product category, culture, etc. Consider the planning of a wedding party, an iPhone, a used car, … Some situations become so complex that you really have to consider what you can and cannot do as a brand – so analysis cannot be separated from practical circumstances. When it comes to real relationships and shared characteristics, how do you define “real”? And maybe there are situations where I actually have an interest in talking to someone that have the opposite characteristics of myself (what then is “shared”)?
February 5th, 2009 at 12:57
Thanks for the wealthy reply. I think we need to back the tape abit to find mutual common ground.
I realize that you think that I am looking for a solution, before making an analysis and strategy. This is not the case.
What I really think is important is to increase the presense of the societal and cultural context in the analysis, and the strategy. This is based on insight that the world has changed, and the market has changed. Consumers are linking more heavily, and doing more things together (including consumption). I believe all brands have a social value, and are being used as raw material/building blocks in people’s lives. This has nothing to do with a specific solution.
The solution can be a brand community, but in most cases it will not be. In some cases you may be linking people by providing “ritual clothing”, or “spaces where rituals can occur”, or “codes”, or or “supporting roles”, or “stories”. If BMW links you into a group of people that “is better than the rest” then that is socialising in my opinion.
How are we doing so far? Are we connecting?
February 5th, 2009 at 14:23
Olle: thanks for those kind words. A2 is a good printout size.
February 5th, 2009 at 14:28
Ella: this is a good example of how we can interact without having similar values or opinions.
February 5th, 2009 at 14:31
Excellent! As we discovered our world views differ, but your blog entry provided great “social value” without becoming a brand community.
February 5th, 2009 at 14:46
OK! I guess we learned that we have different world views, but could still connect over the “social value” you created through your blog.
This tension between our world views could successfully be used to market a new brand to us. If that tension was discovered through the EPG of course! In that case communication could center on this tension, allowing me to connect with others whom are like-minded but do not share the same characteristics (sex, age, income). We would be uprooted (non-geographic), but still be sharing the same passions and emotions. The “social value” of the new brand would have good potential.
February 5th, 2009 at 20:55
Leon: “When does consumption start and end? Maybe there are no ends, just cycles?”
Well put!