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Luc Debaisieuxmindblob.typepad.com

@mindblob

Hel

ge Te

nn

- We

Nee

d Ch

ange

thecontext has

changedIMAGE by MUMBLES047 on FLICKR.COM

AS THE AIR AROUND OUR CITIZENS THICKENS WITH UNWANTED MESSAGES AND INTERRUPTIONS

THE GOAL SHOULD NOT BE TO ADD TO THE UNWANTEDNESS BUT TO CREATE DELIBERATE AND APPRECIATED VALUE

Helge Tenn - Context Marketing

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OK, Im curious...

whatsthat

big thingon the web

k?

information ?

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knowledge ?

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shopping ?

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entertainment ?

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probablybut theres somethingelse too !

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BORING

!

people !

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(as active participants)

storiesstoriesstoriesstories

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conversationconversationconversationconversation

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1.numero

the age of conversation

example

the Ag

e of con

versat

ion

the Ag

e of con

versat

ion

DREW MCLELLAN

GAVIN HEATON

the Ag

e of con

versat

ion

fromDROP to WAVE

the Ag

e of con

versat

ion

COMMUNITIESmatter

the Ag

e of con

versat

ion

TALENTTALENTTALENTTALENT

STREET ART IN MONS

FAB FLICKR SET by yOuKfOu [Frdric Buchet]

2.numero

thethe delune monsters

example

ARTin

the

maison delune (JWT Belgium Headquarters)

THE "DAILY MONSTER"by Stefan G. Bucher

introducing...

THE DELUNE MONSTERSby Stefan G. Bucher

becoming...

STEFAN G. BUCHER

The ArtistThe Artist

THE DELUNE MONSTERSby Stefan G. Bucher

comes from Germany, lives in LA designer ex Art Director at Wieden+Kennedy blogger author of the "DAILY MONSTER"

THE DELUNE MONSTERSby Stefan G. Bucher

THE DELUNE MONSTERSby Stefan G. Bucher

100 DAYS100 MONSTERSDRAWN THIS WAY

http://www.youtube.com/watch?v=HmXY3Q-2JkM

THE DELUNE MONSTERSby Stefan G. Bucher

http://www.vimeo.com/4923333

WITH THE RISE OF THE 2.0 WEB PLATFORMS, CONSUMER MOBILE

EQUIPMENT AND SOCIAL MEDIA,

PEOPLE NOW

PUBLISH THEIR OWN

CONTENTON INTERNET

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PEOPLE ARE empowered

love itthey just and !g

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Social Media is about soc

iology and

psychology more than tec

hnology.

BRIAN SOLIS - Principa

l of FutureWorks

PUSH is not welco

me

AGENCY M

ODELS ARE

BROKEN

Slideshare Th

e Future of Ad

vertising. WTF?

DAVID ARM

ANO [Senior

Vice President

- Edelman Digi

tal]

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(anymore)

need to

learn

newSKILLS

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BRANDS

are

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do

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3.numero

from listeningto caring...

how can brands make it ?

[live demo] : skype conference call with Gavin Heaton - Director of Social Media, SAP - co-Editor of the Age of Conversation

skype

interac

tions

& engag

ement

David Armano - Social Media is Dead - Long Live Common Sense

4.numero

lets see howbrands arelistening...

twitter

[live demo] : using TweetDeck to get the Twitter pulse of a brand - conversations around brand - engagement of brand... or not

context mattersIM

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MERCADO CENTRAL DE VALENCIA - NOV 2009 - Real people, real context, real LIFE

WE ARE MOVING FROM MESSAGING TO SERVICES, FROM UNWANTEDNESS TO

CREATING DELIBERATE VALUE

lets think

contextMARKETING

Helge Tenn - Context Marketing

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BEING ACCESSIBLE WHEN AND HOW PRODUCTS ARE USED OR WHERE OUR COMPANY AND ITS VALUES ARE RELEVANT WILL BE OF VITAL IMPORTANCE TO BRANDS

OWNING THE EXPERIENCE IS CRUCIAL

lets think

contextMARKETING

Helge Tenn - Context Marketing

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THE NEW CHALLENGE IS ALL ABOUT UNDERSTANDING THE ABILITIES, EMOTIONS AND ACTIVITIES OF A SITUATION (THE CONTEXT)

AND BECOMING A VALUE CREATOR WITHIN THE CONTEXT

context

product

Helge Tenn - Context Marketing

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CASE-storymercado central de valencia

5.numero video

http://www.vimeo.com/7726069

THE EXPERIENCE, THE UTILITY, THE VALUE GO FAR BEYONDINTERNET AND DIGITAL, BECAUSE AT THE END OF THE DAY...

ALL IS HAPPENING IN REAL LIFE !

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I DONT KNOW WHAT TV IS ANYMORE JAY LENO TO THE LOS ANGELES TIMES - SEPT. 2009

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OLD MEDIA IS NOT DEAD

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it needs a NEW set of SKILLS

too

!

Helge Tenn - Post-digital Marketing 2009

the new

curren

cy

conside

rs peop

les liv

es

IMAGES by DAN TAYLOR - BERTHAGENDOORN - NEDRICHARDS - - on FLICKR.COM

LETS THINK ABOUT HOW WE CAN DRIVE CONTENT ACROSS PLATFORMS AND

CREATE NEW EXPERIENCES

LETS THINK ABOUT HOW WE CAN ADD VALUE TO THE CONTEXT

FROM CONTENT PRODUCERSTO CONTEXT PRODUCERS

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LETS THINK ABOUT HOW-WHERE-WHEN WE CAN ENGAGE CONVERSATION

FACILITATE CONVERSATIONAND BECOME PARTICIPANTS

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TRANSmedia experienceLets think

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Transmedia content is part of a shift away from talking about "appointment-based television" where we race home to watch our favorite show when it is aired and towards "engagement-based" television, where our passionate interest leads us to seek out the programs we want when we want. Transmedia content is designed to intensify our engagement and generate fan loyalties rather than offering the "least offensive option" available in a particular time slot.

The Huffington Post article: In a Social Network World, Whats the Future of TV?by Henry Jenkins [author of Convergence Culture]

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6.numero

CASE-storyheineken

are you still with us ?

video

[source : JWT.com - http://www.youtube.com/watch?v=tEqJV1acgN4 ]

from c

ontent

to part

icipati

on

THANKyou

Luc Debaisieux - @mindblob - mindblob.typepad.com

please shoot your questions or comments !