A new digital communications planning tool.

1. Proprietary and Confidential -- What's the Idea?
Twitch Point Planning
August 16, 2013
Steve@WhatsTheIdea.com

2. “The art of courtship" has been sacrificed to the
speed of communications. "It's overwhelming, but
as marketers we have to shift from reach and
frequency to reach and relationships if we want to
engage consumers. Marketers and agencies need
to connect in different ways. It's about bringing
back 'pitching the woo.' We have to add charm."
Kim Kadlec, Worldwide VP of
Marketing, Johnson & Johnson
Proprietary and Confidential -- What's the Idea?

3. Proprietary and Confidential -- What's the Idea?
Fast Twitch Media: Voluntary, pliable, held
together by connective tissue, skeletal not
powerful, developed for short term energy transfer,
not fatigue resistant like slow twitch.
Definition

4. Proprietary and Confidential -- What's the Idea?
Fast Twitch Media History

5. 1965
Proprietary and Confidential -- What's the Idea?

6. Proprietary and Confidential -- What's the Idea?
1974

7. Proprietary and Confidential -- What's the Idea?
1982

8. 1993
Proprietary and Confidential -- What's the Idea?

9. 2004
Proprietary and Confidential -- What's the Idea? | Elsa Rings

10. 2006
Proprietary and Confidential -- What's the Idea?

11. 2011
Proprietary and Confidential -- What's the Idea?

12. Web’s Role
• Search Engines: “The world’s information
in one click.”
• Blogs and citizen journalism
• Social networks
• Free
• Easy data collection
• New promotional platforms
Proprietary and Confidential -- What's the Idea?

13. Mobile
• Texting
• Smartphones
• Twitter
• Hashtags
• QR codes
• Geo-Location
• Apple, Samsung, Google mobile devices
Proprietary and Confidential -- What's the Idea?

14. Behavior Change
• Attention deficit
• Time shifting
• Logged and tagged society
• Message fatigue
• Bigger brains or smaller
• Device dependent, always on
• Will there be a backlash?
Proprietary and Confidential -- What's the Idea?

15. Proprietary and Confidential -- What's the Idea?

16. Proprietary and Confidential -- What's the Idea? | Elsa Rings

17. Meaning for
Publishers
• Mobile must be part of equation.
• Though we mustn’t use mobile for things it
doesn’t do well.
• Twitch consumers toward our content.
• Don’t think touch points, think twitch points.
• Twitch point planning is like chess.
• Move consumers closer to transactions …
that’s a measure advertisers want.
Proprietary and Confidential -- What's the Idea?

18. Marketers need to understand, map and
manipulate Twitch Points in ways that
provide branded value (not spam) at hyper-
appropriate times.
If they do so, they will be able to reduce the
space between the consumer and a
transaction.
Proprietary and Confidential -- What's the Idea?