iisp east midlands sept 2014 - jim shields presentation
TRANSCRIPT
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IISP East Midlands Forum From Awareness to Engagement
Jim Shields, Twist & Shout Media
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This Evening• Why are we struggling to get through to employees?• Why is it is essential that we do?• Examples of what happens when you do• Walk through a typical campaign• Why you need to get out more
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Jim’s Cause
To bring some kind of effectiveness back to B2B and B2E communications. We use intimacy and authenticity to feed a starving workforce.
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The Safe RouteTechnology
CamerasGraphicsEffects
Software=
MeasurableFamiliarLogical
UnderstandablePredictable
Creativity
DirectingWriting
PerformingFeeling
=VagueScary
OpinionatedMisunderstoodUnpredictable
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Compliance is the problemTechnology requires proficiency
Creativity requires talent
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Compliance – What is it Good For?
Absolutely…
The Elephant in the Room
…and everybody knows it doesn’t change behaviour
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This is NOT aCampaign.
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Panic Sets In
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When we think we know
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When we think we know
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What DO They Care About?
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Inspiring Passion
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Is Comedy Appropriate?
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Be a Marketer
• Posters (Ambient)• Video• Email• Intranet• Events• Face to face training
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http://www.restrictedintelligence.co.uk
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What Works• Familiarity (office / work scenarios)• Vivid yet relatable characters• Idiot / hero double act• Diverse ages / ethnicity / gender• Production values – like TV• End tag after “learning moment”• Stand-alone episodes• Personal consequences, resolved within the sketch
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What Would Hollywood Do?
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Video not available – please contact Twist & Shout
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Searching for Brian
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The Benefits of a Fan Base• Why can’t we all be like “The Mentalist”• Develop interpersonal and observational skills• Video is very good at nuance• Very bad at delivering lists / policies
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Commitment from Above
https://vimeo.com/69083578
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And Finally…• Be a Womble• Dare to try• Understand the politics• Your Comms Dept controls (most of) the channels• Explore other channels• Awareness is not engagement