John Griffiths in Prague

It is a great pleasure to welcome John Griffiths to London in Prague.

John has been planning on advertising for 25 years now, direct marketing for 17 years and integrated it all together with sales promotion, sponsorship, PR and latterly the web for the last 14.

John has been running Planning Above and Beyond since 2000 – a consultancy pushing the boundaries of research & planning. Clients include Cisco, Tesco and Intercontinental hotels. He also runs research training as a partner with Mike Imms, the AQR and the research component of the IE business school online MBA. Open source projects he has helped to initiate include the Research Liberation Front, Waggledancers and the Cloud of Knowing. From this last project came a paper called the Cloud of Knowing given at this year’s MRS conference which is currently shortlisted for Best New Thinking and Best New Paper. Its subject is the incorporation of online content within market research. John continues to work with his clients as a catalyser to ensure that research is more a movement than a product or a process.

Learn more about John Griffiths:

www.planningaboveandbeyond.com

www.paab.typepad.com

www.waggledancers.com

WORKSHOP DETAILS

Topic: Cloud of knowing: crowdsourcing as a planning tool

When: Tuesday November 30th (10 AM – 4 PM)

Where: Long Tale Café, Osadní 35, Prague 7

Workshop outline:

10.00 – 11.00

Overview of planning tools

11.00 - 12.30

Focus on insight generation techniques as core planning tool- learn how to generate customer insights, focusing on what we know about the customer but also deliberately focusing on whatwe DON’T KNOW, to bring up our unconscious and conscious assumptions

12.30-13.15

lunch

13.15-16.00

Communities of interpretation- learn how to put crowdsourcing into practice by employing groups and communities to interpret vast amount of freely available data on the Internet

Work on a real case online in smaller groups in order for the participants to quickly adopt the tool and use it in their business practice

Register here.

For more information write to info@londynvpraze.com, or call +420 774 878 771.

Neil Perking o komunitách

Neil Perkin o komunitách

příspěvek od Martina Šlechty

V pátek jsme v rámci seriálu workshopů Londýn v Praze   přivítali v Long Tale Café   Neila Perkina. Neil se dlouhodobě zabývá sociálními médii a jejich využitím v marketingu a tímto tématem tak logicky navázal na předešlé semináře.

Velmi dobře se mu daří shrnout současný vývoj a směřování jak práce s internetem, tak i marketingu celkově. Celou páteční prezentaci  dává  k dispozici a sám se tak stává dobrým příkladem pro tyto nadcházející trendy, o kterých mluví.

Neil Perkin for London in Prague

View more presentations from Perfect Crowd.

Neil říká, “v minulosti byl člověk tím, co měl; dnes je tím, o co se podělí s ostatními.” Časy, kdy si společnosti pečlivě střežily vše, co měly, jsou pryč. Neil a jemu podobní své myšlenky volně sdílí (přestože by z nich mohli mít balík), a díky tomu získávají daleko více, než kdyby si je nechali pro sebe a pár vyvolených.

Z pohledu firmy se tedy dnes principy komunikace převrací úplně naruby. Během posledních 50 let jsme (asi kvůli fascinaci televizí) zapomněli, v čem jsou lidé skutečně dobří – v socializování – a až dnes díky mediální decentralizaci, kterou internet přinesl, si všímáme, jaký význam sociální faktor má. “Pro lidi je zkrátka zábavnější, když se můžou zapojit s ostatními,” říká Neil.

Úlohou značky už není jen vypustit do světa informace a očekávat od lidí pozornost, ale vedle obsahu nabídnout také nástroje, díky kterým budou moci lidé sami přijít s obsahem, a také vzájemně komunikovat mezi sebou. Grant MacCraken, profesor na MIT, dokonce navrhuje dívat se na člověka jako na “multipliera”, místo “consumera”. To by podle něj “nás marketéry povzbudilo k tomu, abychom povzbuzovali lidi k dotváření značky (výrobku atd.) podle jejich vlastního pohledu.” Tomuto přístupu dává velmi konkrétní rysy John Kearon, host předešlého Londýnu v Praze. “Lidé totiž chtějí mít vztah se značkou, který pro ně něco znamená,” říká.

Kouzelné slovo "komunita"

Neilova prezentace ale hlavně směřovala k pochopení komunit, co znamenají a jak s nimi pracovat.  Vedení komunity je podle něj jako řídit vesnici. Ve skutečnosti ji nemůžete řídit, ale spíše přicházet se způsoby, jak jejím členům pomoci dostat se tam, kam směřují.

Narazil zde na jednu důležitou věc, a sice že je (nejen) v komunitách potřeba naslouchat. “Je to jako když přijdete do baru, začnete se s někým bavit a v půlce jeho řeči se beze slova otočíte a odejdete. To je hrubé,” říká.  Může to znít jako samozřejmost, ale mám pocit, že poslední dobou jsou třeba na Facebooku všechny možné značky. Kolik z nich tam ale přišlo, protože se prostě chtěly bavit s lidmi, a kolik jich tam je, protože tam jsou teď všichni, a “je to zadarmo”? Snad je to proto, že mnohé firmy jsou z nástrojů webu 1.0 zvyklé sledovat krátkodobé ukazatele. Narozdíl od nich ale “je těžké měřit nějaké efekty plynoucí ze vztahu s lidmi po třech měsících,” říká Neil.

via perfectcrowd.cz

Posted via web from Jaroslav Cír

John Griffiths Show - ResearchTalk

 

 

 

 

 

Episode 3: Not even the volcanic ash could delay this episode, a clientside special in which two former senior clientside insights folks dish the dirt on agencies (well, sort of!).

We’re pleased to welcome Lisa Ohlin who recently headed up the global insights function at Cadbury, famous for its Gorilla campaign. A campaign that, interestingly, tested poorly in research but was greenlit nonetheless (something we discuss).

And then there’s Jaroslav Cir, a former key insights player in the Rexona (deodorants) division of Unilever. He became well known for favouring non-traditional methods and approaches, and the agencies that espoused them. Techniques such as semiotics, crowd sourcing and co-creation. He recently left the UK for his native Czech Republic, opening a research agency in a Prague cafe.

We chat about…

• Agency biz dev approaches they liked/didn’t like.
• Why larger agencies are a turn-off.
• Whether their views have changed in the switch to agency-side.
• Allowing new suppliers not already onto the supplier long list.
• Why Cadbury allowed the Gorilla ad. to run against negative research feedback.
• What research needs to be to support both emotional (intuition) and rational (hard data) decision-making.
• Whether FMCG companies are getting more comfortable with social media – the Wispa example.
• Activating research clientside – the Bournvita battle plan.
• Getting clients away from their desks and in front of people (consumers) – focus groups in a cafe.

• Lisa Ohlin, Royal Mail
• Jaroslav Cir, Perfect Crowd
• John Griffiths, Planning Above and Beyond, Could of Knowing, @johngriffiths7

Groove on.

 1 minute TEASER [1:19m]: Hide Player | Kevin Macleod.

References: Greg Rowland, John Kearon, Research International (RI), John Pawle, QiQ International, Conquest Research

via researchtalk.co.uk

Posted via web from Jaroslav Cír

Neil Perkin: Whats Next In Media

via slideshare.net

Neilova prezentace o trendech v médiích i o komunitách, které lze jen těžko uměle vytvářet - spíš jde o to najít danou komunitu a najít i to zajímavé, kolem čeho komunita vznikla. A stát se - jako značka nebo organizace - pro takovou komunitu užitečným.

S Neilem se setkáme 30.4. v Long Tale Café (www.longtalecafe.cz).

Workshop se bude skládat ze dvou bloků:

10.00 – 12.00 Prezentace
- Všichni jsme tvůrci obsahu - my a hlavně naši zákazníci!
- Příležitosti a nástrahy nelineárního a propleteného světa
networkingu
- Hledání rovnováhy mezi značkou a jejím publikem
- Jak využití komunit ve prospěch značek
- Efektivní budování komunit a práce s komunitou

(přestávka na oběd)

13.00 – 15.00
- Praktické cvičení ve skupinách - jak efektivně vybudovat
komunitu v praxi

Kapacita workshopu je 25 míst. V tuhle chvíli máme obsazeno asi 20 míst.

Link na registrace je zde:
http://registrace.londynvpraze.cz/

Posted via web from Perfect Crowd

Neil Perkin in Prague

It will be a great pleasure to welcome Neil Perkin in Prague at the end of April.

Neil Perkin is a renowned strategic planner, writer, blogger and the founder of Only Dead Fish, a digital and media consultancy that specialises in applying strategic understanding of social and emerging media technologies to help businesses innovate, become more agile, and optimise their effectiveness within the new, networked communications environment.

Neil has over 20 years media owner experience and was latterly the Director of Marketing, Strategy and Digital for IPC Media, the largest consumer publisher in the UK and publisher of multimedia brands including Wallpaper, Marie Claire and the NME. In this capacity Neil ran award-winning strategy, planning and consumer insight functions and was at the centre of defining and implementing the digital strategy for one of the largest media owners in the UK.

Neil has been active in the social media space for a number of years and his blog, ‘Only Dead Fish’, is one of the most popular and authoritative media and marketing blogs in the UK, as ranked by Advertising Age. He is a writer, commentator and a regular keynote speaker on content strategy, emerging media, digital commercial strategy and social technologies, a contributing author to “The Age of Conversation”, a collaborative book published by the top global marketing bloggers. Neil has won more industry awards than just about anyone in UK media, with five awards to his name including a Campaign Award, two Media Week Awards and an Association of Online Publishers award.

Neil Perkin will join us for London in Prague workshop to share his experience in effective community building on Friday, April 30th.

His workshop will take place at Long Tale Café, Osadní 35, Prague 7. We will start at 10am and we aim to finish at 3pm.

The agenda of the workshop is as follows:

10am - noon

• Everyone's a content producer: individuals, brands, advertisers, your audience
• In a non-linear, networked world the rules around content have changed for good
• The value equation between a brand and it's audience now reflects this new reality
• Smart brands understand how community works, how it can benefit their business, and look to build community around what they do
• This requires them to undo a lot of what they think they know, and change the way they work
• Effective community building isn't easy - this session helps you to identify and avoid the many pitfalls that some brands are already falling foul of

break for lunch

1 pm - 3 pm

• Group exercise - effective community building in practice

If you want to know more or would like to register please fill in the registration form: http://registrace.londynvpraze.cz/

Feel free to contact us on info@londynvpraze.cz or call us at +420 774 878 771.

Looking forward to seeing you in Long Tale Café (Osadní 35, Praha 7) on April 30th!

The Brain Tap Series: Interview 17 – Neil Perkin « One Size Fits One

It’s high time I dusted the cobwebs off the interview series. Who better to do that with than Neil Perkin? Famously of the dodgy goatee (I didn’t say that, he did!), Neil was the Director of Marketing & Strategy at IPC Media till a couple of weeks ago. Here’s what he has to say about media, Pingu and then some:

1. What is the most interesting job you’ve ever held and what lessons did you learn from it?

I should probably say my role at IPC Media where I was for a number of years and from which I continually learnt, but I’ve just left to set up my own business so I have a feeling that my learning curve in the short to medium-term future will be even steeper. Oh, and I once had a job in the cassette department of Tower Records (that shows my age) where I learned that Prince is even smaller in real life than you expect him to be.

2. Name one creative project or idea that made you wish you’d thought of it.

Not one creative project, but more a revolutionary funding platform for many. Kickstarter crowdsources micro-funding for “artists, designers, filmmakers, musicians, journalists, inventors, and explorers”. Like Kiva, it’s the human stories that make it so compelling. Platforms to connect people like this are what the web was made for.

3. Name one site or service that you’d invest in if you were a venture capitalist.

I’ve been mildly obsessing about Local Motors (I wrote about them here http://bit.ly/7v8eBq), the ‘next generation’ US car company that use designs crowdsourced from a community of thousands of passionate advocates to build genuinely different cars which can be sold and serviced through a network local units. It turns the high cost, lengthy design process and the highly centralized manufacturing model of traditional car production completely on its head. And that’s why I like it.

4. Name your favourite fictional character and an existing gadget or service they’d find useful.

Slightly off brief but my youngest daughter was once really into Pingu – now there’s a penguin that could seriously benefit from Google Translate.

(Anjali’s note: LOL!)

5. Do you think that for brands to reach out to a young consumer base, it has to have a digital component?

Absolutely not. There are so many options that I don’t think any medium is an absolute must for reaching any audience. Having said that, digital is clearly embedded in young people’s lives and an excellent medium for reaching them and for amplifying and spreading strong ideas. The Coke Happiness Machine is a good recent example of that.

6. What are your main hobbies and how do they influence your work?

Last year I ran my first marathon and I’m doing the Virgin London Marathon this year. Distance running is quite a zen thing to do. When you’re out on a good long run, it’s good thinking time. So you often come up with good ideas. As long as you’re then not too knackered to do anything about them.

7. Who’d be the best person to play you in a movie about your life?

Anyone with a dodgy goatee. If not, there’s always Pingu.

—————

Thanks, Neil!

Possibly related posts: (automatically generated)

• Martin Cole
• Branding
• Neil Sedaka is 71 today
• What I Love About Life

Filed under: Brain Tap Series , Coke, kickstarter, neil perkin, pingu

via anjalir.wordpress.com

Posted via web from Jaroslav Cír

Consumer Culture / between aesthetics, social distinction and ecological activism

Consumer Culture

March 5th, 2010 • Nezařazené • Comments Off

Consumer Culture: between aesthetics, social distinction and ecological activism

October 7-9, 2010

Art Centre of Palacký University, Olomouc, Czech Republic

In the Czech Republic the theory of consumer culture has not been discussed adequately and systematically on the academic level. Consumer culture has been researched mainly in the commercial sector which has focused on problems related to the successful sale of products or services. The aim of this international conference is to examine and outline the main problems and topics concerning the complex and controversial phenomenon of consumer culture. The thematic framework of the conference will include not only inquiry into the symbolic dimension of consumer culture, its aesthetic aspects and its impact on individual lifestyles, but also the broader social context of production and reception of consumer culture and its social, economic and environmental consequences.

The conference will be an open meeting of Europe’s leading experts with diverse disciplinary background (sociology, philosophy, psychology, cultural anthropology, ecology, economics, cultural studies, media studies, art history, aesthetics, communication studies, etc.) and representatives from the business world who are involved in production, innovation or research of consumer culture, as well as students and others who are interested in these issues and want to share their thoughts and insights. The conference intends to initiate a dialogue and to facilitate the transfer of current knowledge between the academic (social sciences and humanities) and the application sphere. The additional intention of the conference is to support the concept of science as an open critical discourse, as well as the creation of a counterbalance to the so called shadow science (i.e. the privatization of knowledge of consumer culture and society within the commercial sector).

via oltk.upol.cz

Posted via web from Jaroslav Cír