presentation boondoggle stima students 2014
TRANSCRIPT
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Boondoggle
Pieter Goiris
Annoying Consumers
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“If we can boondoggleourselves out of this depression, thatword is going to be enshrined in the hearts of the American people for years to come.”
- Franklin D. Roosevelt, 32nd U.S. President
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“Consumers have fundamentally changedover the past 5 years.”
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Watch the birth of
the extreme consumer
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The totally impatient, ridiculously
demanding & annoyingly bold consumer
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To connect withthe extreme
consumer, you need extreme brand
behaviour
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ExtremeRelevance
Boondoggle presents
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Extreme relevanceA mental framework that will teach you to finally live
up to the expectations of today’s consumer.
How to behave better, stronger and faster. And how to
make sure your communication is no longer seen as a
nuisance, but as a service instead.
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Relevancevs.
ExtremeRelevance
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Spot the7 differences.
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We have an opinion on the spot of the brand in the positioning diagram.
Relevance:
We have an opinion on the purpose of the brand in society.
Extreme Relevance:
vs.
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We tell people how we would like them to feel.
Relevance:
We build on how people really feel.
Extreme Relevance:
vs.
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We invest in great advertising to make the products look less stupid.
Relevance:
We invest in great products to make the advertising look less stupid.
Extreme Relevance:
vs.
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We invest in great advertising to make the products look less stupid.
Relevance:
We invest in great products to make the advertising look less stupid.
Extreme Relevance:
vs.
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We send out the right message to the right people.
Relevance:
We add something meaningful to people’s lives.
Extreme Relevance:
vs.
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We send out the right message to the right people.
Relevance:
We add something meaningful to people’s lives.
Extreme Relevance:
vs.
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We ask people which kind of products and services they want.
Relevance:
We co-develop products and services together with people.
Extreme Relevance:
vs.
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We ask people which kind of products and services they want.
Relevance:
We co-develop products and services together with people.
Extreme Relevance:
vs.
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We are there when we are ready.
Relevance:
We are there whenpeople need us.
Extreme Relevance:
vs.
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We are there when we are ready.
Relevance:
We are there whenpeople need us.
Extreme Relevance:
vs.
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We give when people pay for it.
Relevance:
We can give without asking something back.
Extreme Relevance:
vs.
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We give when people pay for it.
Relevance:
We can give without asking something back.
Extreme Relevance:
vs.
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How to beextremelyrelevant?
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Real Time Campaigning
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For messages to be heard in 2020, brands will need to
create an enormous amountof useful, appealing, and
timely content.
- Harvard Business Review
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In The Moment
−Prolific
−Agile
−Audience centric
LOREM
IPSUM
DOLOR
AMET
SED LIGULA
ALIQUAM
SUSCIPIT
CONSECT
ADIP SIT
NULLAM
PENDISSE
MOLLIS
LAOREET
FEUGIAT
PURUS DIAM SIT
CONSECTETUR
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The traditional content model
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The modern content model
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Client involvement
−Strong relationship
−Trust
−Mandate to decide
−Availability
−Engage with data
−Improvisation
−Different budget allocations
LOREM
IPSUM
DOLOR
AMET
SED LIGULA
ALIQUAM
SUSCIPIT
CONSECT
ADIP SIT
NULLAM
PENDISSE
MOLLIS
LAOREET
FEUGIAT
PURUS DIAM SIT
CONSECTETUR
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“The majority of effort and spend will be supporting an
always-on strategy based on many, lightweight
interactions over time to build deep relationships and
loyalty.”
“A minority of effort and spend will be supporting a
small number of heavyweight interactions with true
fans to achieve specific goals (mostly around driving
awareness of new things)”
- Paul Adams, Head of Brand Design at Facebook
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let’s not pollute the internet
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from telling one big story, once a year
to telling multiple stories across the year
and ensuring all of these individual stories add up
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The Belgian Red
DevilsBoondoggle & KBVB
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2008Belgium-Morocco
8000 people in KB stadion
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2009
Spanje - België
5-0
Fifa 75
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2011
5th time no qualification
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Sponsors left
Talent but no groupspirit
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What did we change?
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Winnen in de sport
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“If you don’t know where to
go, it doesn’t matter how to
get there”
Lewis Carroll
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Create the biggest and best fan legion ever.
Based on true and unconditional fan loyalty.
That survives defeats.
That is there even when there is no game.
That neutralizes negativism.
That supports the team on their road to
Brazil & beyond.
The mission
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A new way of
campaigning
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OPEN
BRIEF
www.facebook.com/BelgianRedD
evils
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Content bursts create conversation layer
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Redefine the campaign
Creating mini bursts
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Redefine the campaign
Conversation & data analysis
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Generosity acts
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Extra mini-campaigns on owned & earned channels
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The modern content model
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@pietergoiris