lesson 2_strategic planning_cool story bro_english
TRANSCRIPT
nobody knows how it works but... !
!cool story bro !
L E S S O N # 2s t r a t e g i c p l a n n i n g
h e l e n e d u v o u x _ m a u g u e t 0 1 5
19���
j w t i n t e l l i g e n c e _ 1 0 t r e n d s f o r 2 0 1 3h t t p s : / / w w w. y o u t u b e . c o m / w a t c h ? v = b c d s 7 z q e l p m
Et bientôt l’imprimante 3D et la nouvelle
révolution industrielle !
while we wait for the next industrial
revolution… !
25���
better connected and more informed than ever before,
the consumer was suddenly willing and able to use its
new found connectivity against the brand if i t dared contravening an unspoken
contract of trust. !
R I C H A R D C O R D I N E R _ B R A N D S T O R Y
t e l e v i s i o n i s a d r u gh t t p : / / w w w. y o u t u b e . c o m / w a t c h ? v = e 4 m q h t c e w e 8
« marketing is dead »
K E V I N R O B E R T Sh t t p : / / w w w . t h e d r u m . c o m / n e w s / 2 0 1 2 / 0 4 / 2 5 / m a r k e t i n g - d e a d - s a y s - s a a t c h i -
s a a t c h i - c e o
marketing is dead. the role of marketing has changed now. (…) marketing’s jobs is to create movement and inspire people to join you.
K E V I N R O B E R T Sh t t p : / / w w w . t h e d r u m . c o m / n e w s / 2 0 1 2 / 0 4 / 2 5 / m a r k e t i n g - d e a d - s a y s - s a a t c h i -
s a a t c h i - c e o
“the big idea is dead. there are no more big ideas.
creative leaders should go for getting lots and lots of small ideas out there. stop
beating yourself up searching for the one big idea.
get lots of ideas out there and then let the people you
interact with feed those ideas and they will make it big.”
K E V I N R O B E R T Sh t t p : / / w w w . t h e d r u m . c o m / n e w s / 2 0 1 2 / 0 4 / 2 5 / m a r k e t i n g - d e a d - s a y s - s a a t c h i -
s a a t c h i - c e o
“everyone wants a conversation. they want
inspiration. inspire people with your website. don’t just
interrupt, but interact. asking about return on investment is
the wrong question today. you should be asking about
return on involvement.”
K E V I N R O B E R T Sh t t p : / / w w w . t h e d r u m . c o m / n e w s / 2 0 1 2 / 0 4 / 2 5 / m a r k e t i n g - d e a d - s a y s - s a a t c h i -
s a a t c h i - c e o
pantene aqua l ight uk_make a swisssh
h t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = C 2 _ f m A o - 6 k k
h t t p : / / f r . s l i d e s h a r e . n e t / e n g a g e m e n t v s i n t e r r u p t i o n / e n g a g e m e n t -v s i n t e r r u p t i o n - 1 4 1 8 0 4 1 8
T I M G E O G H E G A N i nh t t p : / / b b h - l a b s . c o m / t h e - p o w e r - a n d - p e r i l s - o f - p a r t i c i p a t i o n - 2 /
converse_domainat ionh t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = C H t y Q J z T y 7 0
49���
« the art and science of reaching target audiences using
marketing communication channels »*
* h t t p : / / e n . w i k i p e d i a . o r g / w i k i / C o m m u n i c a t i o n _ p l a n n i n g
55
D U M B WAY S TO D I E _ C A S Eh t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = I x Z _ Z z n O 2 e k
56
D U M B WAY S TO D I E _ C L I Ph t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = I J N R 2 E p S 0 j w
t o p s h o p _ g o o g l e +h t t p s : / / p l u s . g o o g l e . c o m / + t o p s h o p
h t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = 5 t a f 9 o fl 9 9 g
oreo_dai ly twis t h t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = Z D S c 0 V 3 A E n k
coca co la_polar bears_superbowlh t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = S L W P Y d s V 7 p o
we believe, people embrace what they create. !
H T T P : / / E N . W I K I P E D I A . O R G / W I K I / E N G A G E M E N T _ M A R K E T I N GINTERVIEW ALAN MOORE WITH HENRY JENKINS DEFLORZ PROFESSOR OF HUMANITIES AND FOUNDER AND DIRECTOR OF THE
COMPARATIVE MEDIA STUDIES PROGRAM AT MIT
s t a r b u c k s _ m y s t a r b u c k s i d e ah t t p : / / m y s t a r b u c k s i d e a . f o r c e . c o m / i d e a h o m e
m o n t b l a n c _ t h e b e a u t y o f a s e c o n dh t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = r 0 k c 0 _ t b v 9 w # a t = 3 4 /
internet memes are thus a "hijacking of the original idea," the very idea of a meme having mutated
and evolved in this new direction
R I C H A R D D A W K I N S
meme generator_my l i t t le ponyh t t p : / / m e m e g e n e r a t o r . n e t / M y - L i t t l e - P o n y
h t t p : / / w w w . v i s i t s c o t l a n d . c o m / b l o g / s c o t l a n d / s h e t l a n d -p o n i e s - i n - c a r d i g a n s /
visi t scott landh t t p : / / w w w . y o u t u b e . c o m / w a t c h ?
f e a t u r e = p l a y e r _ e m b e d d e d & v = K F D N a b O q g 3 Q
three_danceponydanceh t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = E k r 0 5 T 9 I a i o
three_pony mixerh t t p : / / w w w . y o u t u b e . c o m / w a t c h ?
f e a t u r e = p l a y e r _ e m b e d d e d & v = r W X D - g Z u W N k
i m m o r t a l f a n s _ r e c i f e f o o t b a l l c l u bh t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = u t r y i y x z 5 e o
Immortal fans !
The great schlep
O B A M A _ t h e g r e a t s c h l e ph t t p s : / / w w w. y o u t u b e . c o m / w a t c h ? v = - c 3 I m b C 2 B B k
t rop icana_ar t ic sunh t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = u X 3 E e m f s K d s
prada_a therapyh t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = - g l - k a g u m n g
"
lac ta_ love in the endh t t p : / / w w w. y o u t u b e . c o m / w a t c h ? v = x e o n - c k r l k o
"
without any clear definition, the term engagement has become
commonplace in marketing practice, with many believing
that engagement is of key importance in evoking a response (attitudinal or
behavioural) from consumers, assuming it ultimately leads to
purchases and brand loyalty . !
F A C E B O O K F A N S : A F A N F O R L I F E ?K A R E N N E L S O N - F I E L D A N D J E N N I F E R T A Y L O R _ A D M A P _ M A Y 2 0 1 2
Alors que les compagnies internet s'efforcent d'ajuster leurs services à nos goûts personnels (y compris l'actualité et les résultats de recherche), une dangereuse conséquence, involontaire, émerge : nous nous retrouvons piégés dans une "bulle de filtres" et ne nous trouvons pas exposés à l'informaPon qui pourrait remeQre en quesPon ou élargir notre percepPon du
monde. Eli Pariser argumente avec force qu'au final cela s'avérera mauvais pour nous et pour la démocraPe.
Pioneering online organizer Eli Pariser is the author of "The Filter Bubble," about how
personalized search might be narrowing our worldview. Full bio »
H T T P : / / M A R T I N W E I G E L . O R G / 2 0 1 3 / 0 2 / 2 0 / A - T A L E - O F -H U M I L I T Y - A N D - I N D I F F E R E N C E /
ta lk ta lk_br ightdancingH T T P S : / / W W W . Y O U T U B E . C O M / W A T C H ?
V = L R Q N K O Y 8 P T U
you admire a character for trying more than for their
successes. !
R U L E # 1T H E 2 2 R U L E S O F S T O R Y T E L L I N G , A C C O R D I N G T O
P I X A R _ E M M A C O A T S
WHEN IT COMES TO INTERACTING WITH YOUR CUSTOMERS, MORE ISN'T BETTER. !
HARVARD BUSINESS REVIEW_THREE MYTHS ABOUT WHAT CUSTOMERS WANT_KAREN FREEMAN, PATRICK SPENNER AND ANNA BIRD_MAI 2012
dominos p izza_turnaroundh t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = A H 5 R 5 6 j I L a g
i l est vra i que cela génère du business et de la rentabi l i té : des chercheurs du mit ont récemment réal isé une étude
sur 330 entreprises. el le montre clairement que les entreprises qui
exploitent intel l igemment les données ont en moyenne une productivi té
supérieure de 5% et une rentabi l i té supérieure de 6 % par rapport à leurs
concurrentes
H A R V A R D B U S I N E S S R E V I E W _ N O V E M B R E 2 0 1 2H T T P : / / W W W . D O C N E W S . F R / A C T U A L I T E S / T R I B U N E , B I G - D A T A - V A L U E D -
D A T A , 3 5 , 1 5 7 2 8 . H T M L
i b m a l a n c é u n o u t i l q u i m e s u r e t o u s l e s b r u i t s a u t o u r s d ’ u n e m a r q u e . i l s o n t f a i t p o u r v a c h e q u i r i t u n e é t u d e a u x u s a . i l s o n t d é t e c t é q u e l a m a r q u e s u r c e m a r c h é é t a i t p e r ç u e c o m m e
u n p r o d u i t d i é t é t i q u e . i l s l ' o n t d é p l a c é d a n s l e s r a y o n s d i é t é t i q u e s - c e l a a f a i t p r o g r e s s e r l e s v e n t e s d e + 4 0 % .
p e r s o n n e n ’ a v a i t v u c e l a a v a n t .h t t p : / / w w w . d o c n e w s . f r / a c t u a l i t e s / i n n o v a t i o n , b i g - b a n g - b i g - d a t a ,
3 4 , 1 5 3 1 2 . h t m l
+40%
dan wieden_about creat iv i tyh t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = O 6 n j B 6 F o r X 0
« do you want a right hand or a left hand? i want to use both my hands, you know! »
D A N W I E D E N
116
bing_decoded jay-zh t t p : / / w w w. y o u t u b e . c o m / w a t c h ? v = x n i c 4 w f 8 a y g
>strategic planners >brand planners >account planners >comms planners >media/ channel planners >behaviour planners >innovation planners >digital planners >… !