how to deliver value
TRANSCRIPT
A NEW / OLD AGENDA FOR BRANDS
VALUE!
THE PROBLEM WITH BRANDS
BAD WILL, HUNTING
Banksy – Trolleys
SATURATION
Source needed
LOSS OF
CREDIBILITY
Source needed
APATHY INSTEAD OF ATTENTION
gapingvoid.com
More than any time in history, mankind faces a crossroads.
Woody Allen
One path leads to despair and utter hopelessness, the other to total extinction.
Let us pray that we have the wisdom to choose correctly
Image source needed
THE SOLUTION
FOR BRANDS
DELIVER VALUE.
IT’S THE NEW USP
UNIQUE SELLING PROPOSITION
EMOTIONAL SELLING PROPOSITION
USEFUL SELLING PROPOSITION
SOUNDS EASY
(AREN’T BRANDS SUPPOSED TO DO EXACTLY THAT?)
BUT IT ISN’T
SO HOW DO WE DELIVER VALUE?
GIVE Ps A CHANCE
THE 7Ps
1. PRACTICAL
PRACTICAL= TIME SAVING
www.mashable.com
www.gigaom.com
www.mashable.com
www.usatoday.com
PRACTICAL= ENERGY SAVING
www.psfk.com
www.techcrunch.com
PRACTICAL= REDUCING COGNITVE LOAD
PRACTICAL= DROP-DEAD SIMPLE
http://goingtorain.com
www.quora.com
PRACTICAL= “STRESS SAVING”
www.mashable.com
www.psfk.com
PRACTICAL= TIMELY SOLUTIONS
www.techcrunch.com
www.googlemobile.blogspot..com
www.springwise.com
FOR PRCATICAL VALUE, FIND THE ANSWERS…
WHAT WHERE WHEN HOW WHY
2. PARTICIPATION
GOOD PARTICIPATION HAS TO BE WIN-WIN
THAT IS, ADD VALUE NOT JUST TO THE COMPANY/BRAND, BUT ALSO TO THE USER/CUSTOMER
CROWD CREATION
Customers do: research, product development, design, portfolio management, market sizing, marketing, advertising. Threadless does: prints t-shirts, business development, ecommerce infrastructure, community infrastructure.
www.bostonherald.com
CROWD FILTERING
Source needed
COLLECTIVE INTELLIGENCE
Source: LEGO
Source: LEGO
Source: LEGO
More than 800,000 consumer-generated models. The best are released as official LEGO products;
LEGO pays the creators royalties.
“With Lego Factory we can expand beyond our one hundred in-house designers to marvel at the creativity of more than three hundred thousand designers worldwide.” Mark Hansen, Director Lego Interactive Experiences
Used by more than 150 corporations: Eli Lilly, Boeing, DuPont, P&G, Colgate-Palmolive…
Problem solved for Colgate-Palmolive: how to inject fluoride powder into a toothpaste tube without it dispersing into the surrounding air. Solution: impart an electric charge to the powder while grounding the tube. An electrical solution to a seemingly chemical problem.
• Idea generation by employees • Set up in 1996 • Annual seed funding budget: $40M • Employees receive $300k-$500k
for proposals that turn into business plans
• 2006: The biggest ever jam • 150k minds in 104 countries • Clients, consultants, employees, families • 4 subject areas: transportation, health, environment, finance & commerce • 46k ideas; $100M invested in 10 of them
“The world is my lab now.”
John Kelly, Director of IBM Research
• The mining firm made its proprietary data about a mining site in Ontario public, then challenged outsiders to advise where to dig next
• The participants suggested more than a hundred possible sites to explore, many of which had not been mined by Goldcorp – and that yielded new gold
CROWD TASKS
www.readwriteweb.com
• Identifying and measuring landforms (craters, ridges, valleys) – in order to find evidence of water
• As a pilot, an already-categorized dataset was put online – 88k images – Within a month all were categorized accurately by the community – Took a professional geo-scientist two years
www.psfk.com
3. PEOPLE
www.fastcompany.com
www.campaignbrief.com
4. PERSONAL
IZATION
PERSONALIZED INTERACTIONS
• In 6 weeks from 11/07 to 1/08: over 193M visits and over 123M elves created = 60 elves per second (In the previous year: 11M elves in five weeks)
• Total time people spent on Elf Yourself: 2,600 years • More than one-third of visitors said the site influenced their decision to visit OfficeMax, and
about one-third of visitors said the site improved their perception of OfficeMax
• In the first three weeks of the 2008/9 campaign, 57M elves were created • 122M elves created in total • Average time spent on the site doubled to 15 minutes
dailywh.at
PERSONALIZED EXPERIENCES
“When the florist sends a note reminding you of your mother’s birthday, and offers to deliver flowers again this year to the same address and charge against the same credit card you used with the florist last year, what are the chances that you will pick up the phone and try to find a cheaper florist?” Don Peppers and Martha Rogers, Enterprise One to One
PERSONALIZED PRODUCTS
5. PLEASURE
PLEASURE TO VIEW
www.psfk.com
A PICTURE IS WORTH A THOUSAND NUMBERS
www.readwriteweb.com
kottke.org
PLEASURE TO USE
TGV
TOUCH GESTURE VOICE
Source needed
www.techcrunch.com
www.techcrunch.com
www.businessinsider.com
6. PLAY
Source needed
www.businessinsider.com
7. PURPOSE
gapingvoid.com
“When you compete on belief, there’s little competition can do.” Harvest Communications Lessons from Cultural Icons, 2002
INSTEAD OF A “SELLING PROPOSITION”…
…DEFINE A CONVERSATION
…DEFINE AN AGENDA
INSTEAD OF TELLING THEM WHAT TO THINK/DO/BUY…
…PRESENT YOUR POINT OF VIEW
THE DIALOG WILL PROVIDE MEANING
THE DIALOG WILL PROVIDE PURPOSE
IT CAN FUEL A GOOD CAUSE
www.brandchannel.com
DRIVE SUSTAINABILITY
www.usatoday.com
www.csmonitor.com
www.brandchannel.com
OR EXHIBIT TRANSPARENCY
www.springwise.com
IT’S BEST WHEN IT’S TRULY RELEVANT
TRUE TO THE ZEITGEIST
www.springwise.com
Image source needed
Image source needed
TRUE TO THE BRAND’S PURPOSE
www.psfk.com
THE BRAND’S PASSION
TRUE TO THE BUSINESS’S PURPOSE
FEW BRANDS MANAGE TO
FULFILL A PURPSE
BUT WHEN THEY DO…
gapingvoid.com
SUMMARY
1.
GENERATION WHY
GENERATION WHY
= ASKING WIIFM
WHAT’S IN IT FOR ME
2.
THE 7Ps
Practical (time, energy, simple)
Participatory (win/win value)
People (social, P2P)
Personalized (interactions, experiences, products)
Pleasure (view, use)
Play (games, gamification)
Purpose (larger meaning)
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PURPOSE
PLAY
PLEASURE
PERSONALIZED
PEOPLE
PARTICIPATORY
PRACTICAL
IT’S BACK TO BASICS, REALLY.
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3.
DIGITAL = THE PLATFORM
“A clear majority of consumers’ affinity for a brand is swayed, either positively or negatively, by their digital experience with that brand… digital experiences directly correlate to purchasing behavior”
Feed, The Razorfish Digital Brand Experience Report, 2009
THE END