Presentation ahold public

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Summary of a presentation for Ahold Europe. However, due to confidentiality, several slides are left out.

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Presentation ahold public

  1. 1. How a branded app can become a community hub Or: be a facilitator instead of an advertizer: Or: sell memories instead of products Or: turn a brand into a “person” Or: attention-worthy @mikedeblock for Ahold Europevrijdag 8 juli 2011
  2. 2. There is an app for.. Staying up at nightvrijdag 8 juli 2011
  3. 3. There is an app for.. Staying up at night Waking upvrijdag 8 juli 2011
  4. 4. There is an app for.. Staying up at night Having breakfast Waking upvrijdag 8 juli 2011
  5. 5. There is an app for.. Staying up at night Having breakfast Waking up and saying goodbye.....vrijdag 8 juli 2011
  6. 6. There is an app for.. Staying up at night Having breakfast Waking up and saying goodbye..... That!vrijdag 8 juli 2011
  7. 7. But most apps are being deleted within a month! ? Apps shouldn’t focus on momentum, but facilitate value.vrijdag 8 juli 2011
  8. 8. an s ed dw de il u oc wi let l be p f on um th ed Ap nt m in on a e o m th m Diesel App “be stupid at work” by turning FB wall into an excel sheetsvrijdag 8 juli 2011
  9. 9. A social layer should be added to a brand by helping help out, surprise or inspire their users via brand related experiencesvrijdag 8 juli 2011
  10. 10. Mobile value via: Convenience: help people get things done easiervrijdag 8 juli 2011
  11. 11. Facilitate the best choice As moms trust moms above all elsevrijdag 8 juli 2011
  12. 12. User-generated content If youre trying to decide what to eat, you can...vrijdag 8 juli 2011
  13. 13. Mobile value via: Relevance: Like a friend, be there just when your customer needs you the most.vrijdag 8 juli 2011
  14. 14. Prove that your brand is of added value via your core values By selling a memory instead of a productvrijdag 8 juli 2011
  15. 15. By helping out during 30 days of complete darkness Complies with the belief statement from Tropicana "Brighter mornings make for brighter daysvrijdag 8 juli 2011
  16. 16. New Zealanders lack the ability to save as impulsivly as they spend Westpac helps to save via impulsesvrijdag 8 juli 2011
  17. 17. Turning a frustrating situation in a comforting experiencevrijdag 8 juli 2011
  18. 18. Turning a frustrating situation in a comforting experiencevrijdag 8 juli 2011
  19. 19. Turning a frustrating situation in a comforting experiencevrijdag 8 juli 2011
  20. 20. Turning a frustrating situation in a comforting experienceThat what friends are for!vrijdag 8 juli 2011
  21. 21. Mobile value via: Entertainment: Consistently offering fun at unexpected places will expand into meaninful experiencesvrijdag 8 juli 2011
  22. 22. Create mini ambassadors for 7 days 50 meters Turning Stockholm in a living board gamevrijdag 8 juli 2011
  23. 23. Give extra reasons to visit your store by earning and sharing attention +30 secvrijdag 8 juli 2011
  24. 24. Meant to enhance and challenge the insights of your mates! This is about anticipation, trusting your instincts to make the right call in the momentvrijdag 8 juli 2011
  25. 25. Mobile value via: Convenience: help people get things done easier Relevance: Like a friend, be there just when your customer needs you the most. Entertainment: Consistently offering fun at unexpected places will expand into meaninful experiencesvrijdag 8 juli 2011
  26. 26. So commit acts to show the purpose of your brand Since the degree of meaning (pull) determines the strenght of your customer relation.vrijdag 8 juli 2011
  27. 27. while apps are solely the facilitator of meaningful experiencesvrijdag 8 juli 2011
  28. 28. Butvrijdag 8 juli 2011
  29. 29. So what should an supermarket app offervrijdag 8 juli 2011
  30. 30. Increasing the brand presence without increasing the number of stores Ide pur a im e rch as cha puls P u pub se a tra lic t pla nspor tfo rm t s while the app is the facilitator of the experiencevrijdag 8 juli 2011
  31. 31. a Ide te a s ta ces acli on pro s F ti ec view -sel cial re pre a so vi Share opinio n Filter reviews on app per activity Ex am ple Study: concentration Movie night: laidback Gym: energyvrijdag 8 juli 2011
  32. 32. Design and post your own sandwich on: a nded e br es.. ayb ich M w sand Use Idea foo r-gene dv ia a rated na pp Earn $ 0,25 credit for every time your burger is soldCo m m un Participation Co-creation ity hu bvrijdag 8 juli 2011
  33. 33. connected GetUpp uses peer pressure and shame Reward to keep you motivated Fail Publicly shared on1 facebook Ide fac a the ilitate on carr the ot stic k vrijdag 8 juli 2011
  34. 34. Idea - Drop songs, e bo oks and H magaz ines at A d to go s tores an positivly ay d influ ence the ive info exclus Drop objec digital t in t real he worl dvrijdag 8 juli 2011
  35. 35. Rew wit ard tekst h st cre ore dits s Task ucts p rod out Are sold- n of g b ein ntatio s e t P res roduc res p o the ess st T idin Ide my a sho stery connected Community ppe rsvrijdag 8 juli 2011
  36. 36. You might forgot the examples and ideas I told you todayas you can find it all back on www.mikedeblockBut please remember these 3 thingsvrijdag 8 juli 2011
  37. 37. Attention and reputation are scarce in today’seconomy So show who you are, don’t just say itvrijdag 8 juli 2011
  38. 38. By being convenient, relevant or entertaining via brand related experiencesvrijdag 8 juli 2011
  39. 39. as the value of a brand lies in it’s purpose and not it’s products.vrijdag 8 juli 2011
  40. 40. I hope I was attention worthy If so, spread the word and if feel free to ask questions mikedeblock@gmail.com www.mikedeblock.com @mikedeblockvrijdag 8 juli 2011

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