Digital stuff that I know
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Ana was a graduate student at Columbia University in 2005 studying technology and innovation. She wanted to work at AKQA, so she called Lars Bastholm every day for three months until he finally took her call. As a result of her persistence, she now works at AKQA. She is a visual thinker who looks for intuitive, holistic solutions that fit people's behaviors through associations rather than causal explanations. Her thinking is influenced by cultural micro-tensions, social influence, human irrationality, data as marketing, and collaborative consumption.
Digital stuff that I know
- 1. Hi. I am Ana.
- 2. The Story. In the Fall of 2005, I was a graduate student at Columbia. I was learning about technology and innovation. I wanted to work at AKQA. So I called Lars Bastholm. Every day. For three months.* Lars finally took the call. And here I am. *don't worry, Lars didn't call the cops on me. We became really good friends.
- 3. Coca- Maybelline CNN Burberry Citibank Toyota Cola Ford Kashi DeBeers Nokia Target Boston Shakira Clarins Unilever Scientific Redken Universal Music Calvin Klein Group Pizza Hut
- 4. Along the way, people started to pay attention.
- 5. The thing I learned. Oh, and this too: *I stole this graph from Christoph Neimann
- 6. I am a visual thinker. *Temple Grandin is a famous high-functioning autistic scientist who studies livestock' behavior and who invented the hugging machine.
- 7. It turned out to be a good thing. Visual approach is holistic. It embraces the complexity of a situation without reducing it to a causal, simple explanation. Instead, it's looking for intuitive solutions that seamlessly fit into people's behaviors. It inspires thinking through associations. It encourages "what if", not "why" and "how". It's non-linear and allows for the unexpected. It requires imagination and creativity. It is perfect for the digital world.
- 8. The pillars of my thinking.
- 9. Cultural micro-tensions. The brewing currents that are not yet big enough to be considered a culture and a behavior, but that are real enough for the brands to reconsider their go-to-market strategy. • The millenials are 40% of the car market. .• They are buying less cars and driving • Digital gadgets are replacing cars as identity less than any previous generation. • They view in-car technology as old- markers. fashioned. • The millenials are very green (no pun intended). • Pollution
- 10. Social Influence. Influence is a network. Its structure decides whether something spreads or not. Which is why accidental influentials are so important. Like Amber. Accidental influentials are easily influenced people who influence other easily influenced people.
- 11. Human Irrationality. People are emotional decision-makers. They are sensitive to design of information environments and to activities of others. Combine those two things and you get a powerful engine for behavioral change.
- 12. Data as Marketing. Data aggregates act as a shared communication object - a story around products use based on all individual usage patterns. These stories provide a powerful consumption context - and a bonus marketing message.
- 14. Methodology.
- 15. Digital world provides solutions for it's own complexity. Amid noise, there are a lot of signals. All you have to do is be crafty. Mine what's already out there for insights and creative ideas.
- 16. Google insights' keywords are useful for mining social media sites to find out what people are saying about a product/brand. The most important thing is to look out for common themes and to Google Search Insights (similar search) start tagging them. uncovers other words that people use to search for a brand's product/service.
- 17. Facebook Pages help us see how people cluster around these Facebook Groups help us understand what common themes people are agreeing on around a theme. and let us map They uncover small everyday truths, their relationships. metaphors people use, and big life moments they mention (birthdays, weddings, graduations, etc.).
- 18. Twitter Search reveals real-time conversations & the most popular tweets using the keywords. Running the product/brand reviews through Wordless is also useful for uncovering the common themes and sentiment around this product/brand.
- 19. GoodReads and Want! uncover how people define themselves, what they identify with, what's important to them - all of which provides context in which a campaign is going to be judged.
- 20. 43Goals and Daytum offer insights in human motivation, different roles they are playing, possible sources of cognitive dissonance, etc. - which helps us work out what are the triggers for behavioral change for this target and/or how to get them to pass the campaign idea on.
- 21. Understanding how and what our target talks about and what is the wider context of their life allows us to recognize a brewing cultural micro-tension, an existing cognitive dissonance, sources of influence, data we can use for marketing, or needs that we can create an exchange market around. It lets us capture the white space and come up with "what if."
- 22. Get brief. Interrogate brief: what is the real problem here? Agree on campaign Social activation Evaluation against Recognize the strategy objectives. white space for brand and the brand. communication Distribution & media objectives strategy Come up with the insights-based concept for the campaign. Creating & presenting an awesome 5 Pilllars of my deck. thinking Party! Use digital media to mine insights and creative ideas for the campaign.
- 23. Case Studies.
- 24. andjelicaaa@gmail.com @andjelicaaa anaandjelic.typepad.com http://adage.com/author/ana- andjelic/3343 http://www.slideshare.net/ andjelicaaa I like deer, too. http://vimeo.com/19634070