Walking the talk

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About future challenges, and how to act on them today. About engaging people with your messages/ talks, by combining them with relevant acts.

Empresariales

Thanks for having
me here

© GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium
www.germaine.be

Hi, Iʼm Francesco
I work as a digital
planner
at GERMAINE
an ad agency in antwerp

© GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium
www.germaine.be

Talking, Acting &
Walking the talk
Actions instead of words, for campaign
strategies, business, and life in general.

© GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium
www.germaine.be

... or how not to be
ignored anymore

© GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium
www.germaine.be

Iʼm not talking about
The future of
communication
bla-bla-bla...
There is enough of that
already.
© GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium
www.germaine.be

© GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium
www.germaine.be

Iʼm going to talk
about what
communication can
DO, right NOW.
© GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium
www.germaine.be

Last week I heard
about the concept of
the “Twittertax”

© GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium
www.germaine.be

“Tools like Twitter aren't some dream of customer
empowerment, but rather the nightmare reality of the
broken relationships between consumers and brands.
Responding to online complaints is a tax that
companies pay because of the chronic mismatch
between what consumers expect from brands and what
they ultimately get.”

- Jonathan Salem Baskin -

© GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium
www.germaine.be

Conversations are not
only for damage control!
Okay, sometimes itʼs
useful.
cfr. Rabobank,
& IKEA gent
© GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium
www.germaine.be

*IKEA Gent

© GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium
www.germaine.be

A sad truth in the
twittertax idea:
*Chronic mismatch
between expectations
and reality.
© GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium
www.germaine.be

False / half ass promises
will backﬁre! Always.

© GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium
www.germaine.be

YES YOU CAN...
Promise, Do great talks.
NOT WITHOUT...
Engagement, ACTS,
Relevance, Permission.
© GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium
www.germaine.be

Acting instead of
talking...
*Old spice
*Volkswagen
*Coca-Cola

© GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium
www.germaine.be

*Old spice ☑Engagement

© GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium
www.germaine.be

*Volkswagen ☑Relevance

© GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium
www.germaine.be

*Coca-Cola ☑Acts

© GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium
www.germaine.be

“Good adverting makes
bad products fail faster”
- Bill Bernbach -

“Good actions make
advertising return faster”
- 2011 Consumers -

© GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium
www.germaine.be

Remember these 4 things
from this presentation...

© GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium
www.germaine.be

1/

Conversations are not for
damage control!

© GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium
www.germaine.be

2/
Broken relationship
between consumers and
brands is due to the
Chronic mismatch between
expectations and reality.

© GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium
www.germaine.be

3/

False promises
will backﬁre! Always.

© GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium
www.germaine.be

4/
When you
Promise stuff
Do it with
Engagement, ACTS,
Relevance, Permission.
© GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium
www.germaine.be

Talking, Acting &
Walking the talk
Actions instead of words, for campaign
strategies, business and life in general.

by francesco caccamese: planner @ GERMAINE & gonzales

www.twitter.com/francesk0

francesco.caccamese@germaine.be

http://francesk0.wordpress.com/

© GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium
www.germaine.be

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Walking the talk

2. Hi, Iʼm Francesco I work as a digital planner at GERMAINE an ad agency in antwerp © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

3. Talking, Acting & Walking the talk Actions instead of words, for campaign strategies, business, and life in general. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

5. Iʼm not talking about The future of communication bla-bla-bla... There is enough of that already. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

8. Iʼm going to talk about what communication can DO, right NOW. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

9. Last week I heard about the concept of the “Twittertax” © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

10. “Tools like Twitter aren't some dream of customer empowerment, but rather the nightmare reality of the broken relationships between consumers and brands. Responding to online complaints is a tax that companies pay because of the chronic mismatch between what consumers expect from brands and what they ultimately get.” - Jonathan Salem Baskin - © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

11. Conversations are not only for damage control! Okay, sometimes itʼs useful. cfr. Rabobank, & IKEA gent © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

27. A sad truth in the twittertax idea: *Chronic mismatch between expectations and reality. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

28. False / half ass promises will backﬁre! Always. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

29. YES YOU CAN... Promise, Do great talks. NOT WITHOUT... Engagement, ACTS, Relevance, Permission. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

30. Acting instead of talking... *Old spice *Volkswagen *Coca-Cola © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

31. *Old spice ☑Engagement © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

32. *Old spice ☑Engagement © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

33. *Volkswagen ☑Relevance © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

34. *Volkswagen ☑Relevance © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

35. *Coca-Cola ☑Acts © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

36. *Coca-Cola ☑Acts © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

37. “Good adverting makes bad products fail faster” - Bill Bernbach - “Good actions make advertising return faster” - 2011 Consumers - © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

38. Remember these 4 things from this presentation... © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

39. 1/ Conversations are not for damage control! © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

40. 2/ Broken relationship between consumers and brands is due to the Chronic mismatch between expectations and reality. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

41. 3/ False promises will backﬁre! Always. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

42. 4/ When you Promise stuff Do it with Engagement, ACTS, Relevance, Permission. © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

43. Thanks for having me here © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

44. Talking, Acting & Walking the talk Actions instead of words, for campaign strategies, business and life in general. by francesco caccamese: planner @ GERMAINE & gonzales www.twitter.com/francesk0 francesco.caccamese@germaine.be http://francesk0.wordpress.com/ © GERMAINE, antwerp 2000, de burburestraat 6-8 , Belgium www.germaine.be

Walking the talk

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