paul fleming: "taming the personal cybersphere" · cannes lions 2016 · workshop 22.06.16
TRANSCRIPT
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LEGEND, SLIDESHARE VERSION
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EXTERNAL LINK
EXTERNAL VIDEO
CTRL+L = PDF IN FULL SCREEN MODE
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WELCOME TO 90 MINUTES THAT JUST MIGHT CHANGE
YOUR ENTIRE LIFE
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TODAY’S WORKSHOP SCHEDULE
11:30 Welcome and explanation of Workshop details (05 min)11:35 Brief presentation of the Personal Cybersphere (25 min)12:00 The Brief, Forming Teams, “The Secret Envelopes“ (10 min)12:10 Team-Work on the Workshop Challenge (30 min)12:40 Team presentations & Close at 13:00 (20 min)
#CannesLions @pwfleming
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LET’S GO!
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HOW?
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R1
R2
R3
R4
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WHO?
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UbaldoWalterHolger
.
尋找威利
BONJOUR
WallyWaldoCharlie
Credits: Martin Handford#CannesLions @pwfleming
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RECOGNITION
This Brand Is 21st Century
This Brand Sees Me...
& Simplifies My Life
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Credits: Twentieth-Century Fox
RECOGNITION
R2
R3
R4
OEL NGATI KAMEIE
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WHICH BRANDS ARE MISSING OUT?
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WHY Strong competition from Nintendo for female segment
PlayStation SpainRecognition through Comercial Ethnography (“CE”)
WHO Barcelona Virtual CE Study, 4 months, Madrid & Barcelona
HOW 1. “Tupper Play” 2. “Shop with Me” 3. “Play with Me”
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You Understand “Flow”
Your Brand Lets Me Fly!
& Uses Micro-Moments
RESPONSE
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Google Micro-MomentsRight Time. Right Person. Right Product. NO FLOW
FLOW
#CannesLions @pwfleming
FLOW
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You Speak My Language
Know My Digital Lifestyle
& Your Brand’s Relevant
RESPECT
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#CannesLions @pwfleming
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WeatherDigital Post-Its®Alarm ClockStocksYour Mum
Digital LifestyleDecisive for Respect. Critical for Sales.
Credits meme: someecards.com, PlayStation VR
#CannesLions @pwfleming
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Transactions Are Organic
Lovemark Loyalty…
And Generate MGM
RELATIONSHIP
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LA RENTABILIDADNACE DE LA RELACIÓNProfitability Is Born from People
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12% Conversion to Database
11:48 Average Time On-Site
23% Member get Member
3,45% Conversion to Sales
RECOGNITION
RESPONSE
RESPECT
RELATIONSHIP
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THE SECRET PASSWORD?
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HOW CANYOU GET TOYOUR BESTCUSTOMER?
#CannesLions @pwfleming
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Credits: Rolls Royce, H.J. Mulliner · RM Auctions
The Secret Password:.
Relevant Relationship
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slideshare.net/pwfleming{available 27.06.16}
#CannesLions @pwfleming
“The Personal Cybersphere”and “The 4 R’s”:
© Copyright Paul W. Fleming,2001
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