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Don’t just advertise.Make people happy :-)
Or, The annoying problem of connected people.
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@martinbailie
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Isobar: 34 markets, digital strategy, creativity & technology
What do your users need?
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It’s unlikely to be advertising.
It’s more likely something your brand can do...
but your organisation can’t.
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12+ scrapped VOIP projects that would have killed the cash cow of fixed line.
Pioneer in digital imaging and online photo galleries, but didn’t think social.
vs
vs
vs
Even a digital native company couldn’t nurture its acquired start-up.
Business success in a digital age is defined less by the
WHATand more by the
HOW.
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Testlearntest
learn...
because no one knows the answer.
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What’s your customer experience strategy?
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Source: Forrester 2012
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prospect
potential employee
category influencer
employee
brand fan
USERS
partner
customer
Source: Aaron Shapiro
happy users =retention
acquisitionNPS
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Source: Forrester 2012
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Users are real. Treat us that way.
‘Designed for humans’As opposed to who?
“The best innovative examples we’ve seen, no matter how beautiful or the tech involved have a human truth right at the centre of them.”Will Sansom, Contagious Magazine
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Yet most large organisations are not focused on users.
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Under 50% of Fortune 500 have a measurable Customer Experience strategy & most of their staff don’t
think they have one.
While the average company is sitting on 658 TB of unused data:
53% German43% French38% UK
% of Companies making use of their ‘Big’ Data
Source: Forrester 2012, Vanson Bourne Big Data Report
So which brands are getting it right?
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Most aren’t.
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FAIL
Of 26k iOS apps registered a month, those not single minded enough fail
The simplest way to solve the problem
A platform for others
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The simplest way to solve the problem
A platform for others
So let’s apply this a client’s existing Value Network:
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Problem: Value Networks are complicated to navigate
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Problem: Value Networks are complicated to navigate
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The simplest way to solve the problem
A platform for others
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Prices problem solved
The simplest way to solve the problem
A platform for others
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File share problem solved Share files
The simplest way to solve the problem
A platform for others
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Easy computing problem solved
Computing passion shared
The simplest way to solve the problem
A platform for others
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Room problem solved
House design passion
The simplest way to solve the problem
A platform for others
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Keep fit problem solved
Keep fitpassion
The simplest way to solve the problem
A platform for others
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Designpassion
Save imagesproblem solved
The simplest way to solve the problem
A platform for others
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Finding your friends
The simplest way to solve the problem
A platform for others
Thinking ‘campaign’ and trying to solve problems creates an uneasy fit...so we solve less critical problems...
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Social clutterproblem solved
The simplest way to solve the problem
A platform for others
http://www.glueisobar.com/en/work/toyota-yaris-social-snap-shot/
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Wanting more more more problem solved
The simplest way to solve the problem
A platform for others
http://www.glueisobar.com/en/work/adidas-d-rose-2/
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Getting a cold beer on a hot day
The simplest way to solve the problem
A platform for others
http://www.isobarmobile.com/en/work/m-vouchers/
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‘I’ll never be on Desert Island Discs’ problem solved
The simplest way to solve the problem
A platform for others
Music nostalgia passion
http://www.sixsongsof.me/
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Find a need,then simplify.
The simplest way to solve the problem
A platform for others
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Digital native companies find it easier to simplify than digital immigrant companies
Technology to answer user need Technology to answer business need
Driven by the idea Driven by marketing objectives
Disruption is a business advantage Disruption kills the cash cow
Being open is an advantage Being open is a threat
Trade on user goodwill Little room for failures
Earn users Buy users
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Digital natives disrupt
Technology to answer user need
Driven by the idea
Disruption is a business advantage
Being open is an advantage
Trade on user goodwill
Earn users
Simpler
Cheaper
Faster
Lower tech
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1. Most technology costs of entry have leveled2. Lean can be done by Big or Small companies
3. Big companies have distribution and insight in spades
The emerging Corporate Garage.
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An action plan
1) Get out of the office
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An action plan
2) Focus on users above all else
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An action plan
3) Think less
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An action plan
4) Get Lean
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An action plan
5) Love testing
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It’s a pain but..
If you don’t make your users happy,
someone else will ;-)
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Good luck!
@martinbailie
