Open Business Practice Dublin Presentation Oct08

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Information about Open Business Practice Dublin Presentation Oct08
Business & Mgmt

Published on October 21, 2008

Author: martinbailie



A presentation to Irish marketers in Dublin in October 2008 by Martin Bailie, from glue London

How digital thinking has already changed business. [email_address] with contributions from Paul Marsden, Eskil Anderson, numerous flickr folk

glue who? One the world’s most awarded agencies Most respected agency 4 years running (NMA) Top 100 companies to work for 2 years running (Sunday Times)

One the world’s most awarded agencies

Most respected agency

4 years running (NMA)

Top 100 companies to work

for 2 years running (Sunday Times)

campaigns continuous

saying doing

marketing business

????? We just have to keep experimenting

We just have to keep experimenting

Active learning doing is understanding involvement delivers belief

Involvement also aids recommendation Paul Marsden, LSE

“ Personal recommendations are rated #1 influence on purchase decisions across B2B and B2C sectors” KellerFay Group Word of Mouth research

“ Two thirds of the economy influenced by personal recommendations” McKinsey&Company “ 1 in 3 people come to a brand through personal recommendation” Weber Shandwick research


Naked brands everyone can see everything reputation is all

So how can we build a great reputation?

Start measuring it

Murder the sacred cows And replace them with interesting ones

Murder the sacred cows

It’s better to be interesting and wrong, than boring and right

You can’t bore people into buying

Start with interesting inputs . They’ll deliver shockingly new outputs .

“ A firm will tend to expand until the costs or organising an extra transaction within the firm become equal to the costs of carrying out the same transaction on the open market.” R Coarse, The Nature of the Firm, 1937 Ford River Rouge plant, 1930s

the internet = people, connected

Coarse’s Law If it’s cheaper to do it in the company, keep it there. If it’s cheaper to do it in the open market, do it there. Vertical business model Horizontal business model

Crowd sourcing David Perry, Top Secret, Acclaim games “ The combined intelligence of all these people is far beyond your own. While we want to think we've got all the best ideas it's just not true“

"Part of what's exciting about a developer community Lucian Beebe, director of product management, LinkedIn is you don't know what people are going to do,"

Gaming 3.0 "It's about community, collaboration and customisation” Sony

New outputs are being forced on companies Millennials will outnumber Boomers by 2010


If you’re going to play…

how? listen collaborate evolve

Getting it right

leading by listening Barack listened to a post-boomer society  Openness to the reality of how we communicate  Recognition of desire for ‘authentic’ products  Support for distaste of ‘top-down’ sales pitches ‘ Obamamaniacs’ can set up a blog, send ideas to Obama, fundraise online, organise an event, get widgets and scripts to telemarket “ Not only do people feel they know who he is, they feel trusted to share their views…getting constant feedback”

Barack listened to a post-boomer society

 Openness to the reality of how we communicate

 Recognition of desire for ‘authentic’ products

 Support for distaste of ‘top-down’ sales pitches

Missing the point

“ A protest was provoked by the opinion that the sampling is ‘fair use’ and that a statutory license should be provided in the same manner as if a song had been covered.”

inputs processes outputs service

inputs R&D Investment processes Procurement Producing Enabling outputs Marketing Sales Distribution service Post-purchase Connections Extensions

Inputs R&D Investment




Processes Procurement Producing Enabling

More visitors than & combined



Outputs Marketing Sales Distribution












Service Post-purchase Connections Extensions






start with a budget of £0

More is more

think company before brand

Open processes Brand helpers, access panels…

Multiple open initiatives Company/ Brand’s stories A ‘collaborative’ future Brand helpers Bottom up Trial and error Consensus

where? Traditional Advertising Sponsorships Partnerships Advergames Mobile PPC .com .mobi Widgets RSS Feeds Social Networks Blogs Mashups Affilates Applications Micro-sites BOUGHT OWNED EARNED

Email 87% Web 91% Search Engines 78% Social Networks 67% MySpace 68% Forums 44% Writes Blogs 29% Hobby / community site 29% Instant messenger 33% Mobile 86% Downloaded Ringtones 51% MMS 66% Application / Games 77% Internet access % Text 97% Take picture 87% Instant messenger 83% Gaming 91% 18 – 23 year olds going out more than twice a week Downloaded Music 52% Downloaded Wallpapers 30% Friends Reunited 21% Facebook 59% YouTube 84% Share / manage photos 51% Watch videos 81% Podcast 25% Bebo 55% Flickr 19% Source: CCS Media & Client Study (January 2008) men. Population: 3,494 (000) 

optimise everything that moves

Good luck! [email_address]

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