Published on October 21, 2008
How digital thinking has already changed business. [email_address] gluelondon.com
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)
glue: ad agency, 100 people Anorak: web agency, 30 people superglue: interactive film: 10 people
????? 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 levi.com & diesel.com 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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