open business practice dublin presentation oct08
DESCRIPTION
A presentation to Irish marketers in Dublin in October 2008 by Martin Bailie, from glue LondonTRANSCRIPT
How digital thinking has already changed [email protected]
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)
campaigns continuous
saying doing
marketing business
?????We just have to keep
experimenting
Active learning
doing is understanding
involvement delivers belief
Paul Marsden, LSE
Involvement also aids recommendation
“Personal recommendations are rated #1 influence on purchase decisions across
B2B and B2C sectors”
KellerFay GroupWord 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
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 LawIf 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
Millennials will outnumber Boomers by 2010
New outputs are being forced on companies
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”
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 outputsservice
inputs
R&DInvestment
processes
Procurement ProducingEnabling
outputs
MarketingSalesDistribution
service
Post-purchaseConnectionsExtensions
Inputs R&D
Investment
Processes Procurement
ProducingEnabling
More visitors
than levi.com
& diesel.co
m combined
Outputs Marketing
SalesDistribution
Service Post-purchaseConnectionsExtensions
+
How?
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
MobilePPC
.com
.mobi
Widgets
RSS Feeds
SocialNetworks
Blogs
Mashups
Affilates Applications
Micro-sites
BOUGHT
OWNEDEARNED
Email87%
Web91%
Search Engines78%
Social Networks67%
MySpace68%
Forums44%
Writes Blogs29%
Hobby /community site
29%
Instant messenger33%
Mobile86% Downloade
dRingtones
51% MMS66%
Application / Games
77%
Internet access%
Text97%
Take picture87%
Instantmessenger
83%
Gaming91%
18 – 23 year olds going out more than twice a week
DownloadedMusic
52%
DownloadedWallpapers
30%
Friends Reunited21%
Facebook59%
YouTube84%
Source: CCS Media & Client Study (January 2008) men. Population: 3,494 (000)
Share / managephotos
51%
Watch videos81%
Podcast25%
Bebo55%
Flickr19%
optimise everything that
moves
Good [email protected]