Whilst there are a few useful snippets in here that really jump out when you place the behavioural charateristics associated with the channels side by side, this chart does seem to be look at things from circa 1998.
The worrying thing is that it isn't, it's just appeared on boingboing today.
One great example of the ambiguity of TV has to be Channel 4's very recent decision to place all 4OD content within the brand new 'shows' section of Youtube. A fantastic resource that understands that people want good content to come to them in the places they hang out.
It's making less and less sense to silo departments in an agency context as content starts to flow like water between channels.
I mentioned the tripartite view back in september, the difference between perception and reality with regards to the state of 'things'
Colin Drummond picked out this very useful infographic from new scientist which puts data into the equation.
There are obviously numerous metrics for measuring this stuff but what rarely happens in the context of news reporting or conversation is the emphasis on data relative to x years ago. Instead the now is mentioned usually with emphasis on this period we're living through being the most dramatic and extreme time since...um, the last one.
it makes now feel important, looking back it usually wasn't, just another day slowly progressing towards better very gradually.
The thing is though, people rarely think in terms of statistics. They think in terms of personal experiences, emotions, connections, stories and the information they are exposed to. We need to frame brand communication within this context, if brands can make utility rather than vacuous messages then maybe people will start to believe that things are getting better.
Live music is on the up, it's now practical and easy to share your experiences in real time, people will always want to share stuff that they think is cool. The Flaming Lips understand this, why should a gig just be a stage with people on it playing music to a crowd with pint in hand when there is the opportunity for so much more?
Their recent gig at the Troxy, London challenged this definition - it became a 'remarkable' event for the levels of interactivity an psychedelic madness on display. People who were there obviously connected with it, my facebook newsfeed has seen a steady stream of pics, bad videos and energised status updates all praising Wayne Coyne and his band of merry men. They were rewarded with conversation and attention, the digital currency.
Respect to the band for thinking big and challenging the parameters
If nothing else, Twitter is the most effective way of following trends in real time. It's like watching a brook turn into a white water rapid as ideas, topics, arguments gather or lose momentum amongst the connected world.
Here is a really cool visualisation of the world saying 'good morning'
The thing is though, there is a stark difference between identifying a trend and identifying an insight or an opportunity for a brand to add value. Trends are merely patterns of behaviour and have little relevance to a brand unless they can be utilised.
Jer Thorp sums it up really nicely with the last line of his post on the project
"I’m guessing that in the hands of people with more than my rudimentary statistics skills, these kinds of data sets could tell us some interesting – and (heaven forbid) useful things."
So this is where the planner comes in, turning the noise into a fully functioning orchestra.
Think I'm pretty late on this but definitely worth mentioning as it ties in really nicely with the behaviour change ramble I posted last week where I talked about Katy and Rorys different takes on creating behavioural change for the better.
Volkswagen have created a platform for such thinking, a really refreshing find given the template that many car brands follow for shifting units (I once stayed in a hotel in the highlands where three seperate camera crews were filming car ads at the same time on pretty much the same winding roads)
I'm sure given the success of this, the brand will look to direct more of their thinking into this 'fun' realm.
Here is an example which would sure make me take the stairs...
I've been trying to work out what the best thing about our new office is and I think I've finally come to a decision - it's the floor to ceiling white board space which dominates the board room. a great place to scribble it all down. here is our first attempt - somewhere in there is the makings of a great strategy.
Behaviour change is at the core of almost all brand communication briefs. The brand are trying to make something happen, simultaneously inspiring, differentiating and ultimately making a few quid.
I mentioned recently the need the need to do rather than simply say - suggesting that saying should be used to help people discover the doing. If there ain't much doing then the brand needs to go back to the drawing board and asks some big questions about who exactly the are.
On this topic two really interesting talks have broached on this subject from very different angles. On the one hand is Rory Sutherland, head honcho at the IPA who made a brilliantly entertaining talk at the recent TED conference in Oxford promoting the importance of perceived value as a behavioural change mechanism (the diamond Shreddies example feels like it came from deleted Nathan Barley episode).
Katy Lindemann of Naked Communications talked of the need for play at this years Playful event (really wish I could have gone - looked great), it is after all at the root of learning. This approach entails a need to put something out there, but places the thing that is out there as a product or idea in beta, not finished but ready to be improved by the people the brand is trying to connect with through collaboration . The play bit is the learning and the value, combine this with a sense of connection with other people and you hit two key human needs - fun and social interaction.
Make it easy for the idea to spread and the most vital connection between people will happen.
If big organisations did follow this mantra of Katy's we could all be having a lot more fun and reading a lot less 'research' or top down communication that ignores our need to smile and ultimately have fun. Feels so weird that we should forget sometimes what seems so obvious.
AdConnection are a dynamic media planning and buying agency with a proven track record of delivering innovative, forward thinking campaigns that deliver real results for our clients.
You've probably worked out that this is our blog. We'd love to know what you think so please drop Elliot an email on elliot@adconnection.co.uk with any feedback.
We'd love to hear from you.
Posts
