Otevřeli jsem registraci na workshop s Fionou Blades - "Real consumer experiences tracking" (a v prvních hodinách se registrovalo už 25% možných účastníků. Proto doporučujeme registrovat se co nejdříve. Pokud jste student/studentka, dejte nám vědět, proč máte o workshop zájem a my Vám zajistíme místo zdarma.
It is a great pleasure to welcome Fiona Blades to Prague - Fiona will join us for a workshop on "Tracking real consumer experiences" on the 5th of April in Prague.
Fiona is an experienced planner and researcher. Following a career as a Marketing Manager for Spillers Foods and as an Advertising Planning Director, Fiona set up MESH Planning in 2006 to create a new real-time research approach to evaluate every touchpoint from TV advertising to In Store to Word of Mouth.
This award-winning approach to tracking experiences, resulted in Media Week listing MESH in ‘10 to watch, the new Facebooks’ and was described by industry insiders as ‘Millward Brown orthodoxy-busting’. Fiona has been listed in the entrepreneurs section of Research magazine’s 50 Faces to Watch in 2007, and sits on the Cranfield School of Management MSc Advisory Board and Hackney and City Carers Partnership Board.
London in Prague is looking forward to 2012! We will invite a number of thinkers, entrepreneurs and creatives to share their ideas, provoke us and co-create new opportunities with us!
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.
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
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/
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
break for lunch
1 pm - 3 pm
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!
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)
Filed under: Brain Tap Series , Coke, kickstarter, neil perkin, pingu
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).
London in Prague is extremely pleased to welcome Virginia Valentine to Prague! Virginia Valentine pioneered the use of semiotics in UK market research. She is a fellow of the Market Research Society a multi-award winner and speaker at conferences worldwide. Virginia will lead us through a one day workshop on semiotics (19th of March 2009)
Consumer research explores and uncovers consumer insights: beliefs, feelings, needstates, brand relationships. But that is only half the story. Semiotics delivers the other half of the equation: essential insights about the cultural forces that drive these deep feelings – and how they are communicated through marketing messages. Perfect Crowd’s Semiotic Workshop shows you how the cultural other half works. How you can access the power of semiotics to decode brand messages - and then recode them in line with key cultural changes and consumer drives
WHAT YOU’LL LEARN (the Agenda)
The 6 fundamental Techniques of semiotic analysis
WHEN? 19th of March 2009
WHERE? Long Tale Café, Osadní 35 www.longtalecafe.cz
HOW TO REGISTER? Write to info@londynvpraze.cz
Příspěvky
Komentáře
