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FREE ENERGY

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This is a talk I did for the IED and APG in Madrid in May 2010. ...

This is a talk I did for the IED and APG in Madrid in May 2010.

It's a thought piece exploring the energy/effort exchange when marketers attempt to create behavioural change. I don't think I come to any tight conclusions, but I hope it's good food for thought.

I've also had to hack it a bit to make it make sense without me talking. Hope it works.

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    FREE ENERGY FREE ENERGY Presentation Transcript

    • HELLO, I’M ANDY Wednesday, 26 May 2010
    • NOTE 1 THIS PRESENTATION WAS COMPILED FOR TALKING AROUND - I’VE ADDED SOME WORDS TO EXPLAIN THE GIST Wednesday, 26 May 2010
    • NOTE 2 IT’S ALSO A THOUGHT-PIECE. IF YOU’VE COME LOOKING FOR ‘ANSWERS’, UMM.. SORRY. Wednesday, 26 May 2010
    • NOTE 3 THE ORIGINAL VERSION HAD SFX AND ANIMATIONS AND EVERYTHING! YOU’RE MISSING OUT ;) Wednesday, 26 May 2010
    • Anyway, I work here: Wednesday, 26 May 2010
    • We do lot of different things Wednesday, 26 May 2010
    • Which makes explaining ourselves difficult Wednesday, 26 May 2010
    • Sorry about that. Wednesday, 26 May 2010
    • Thinking about it, the one thing I feel like we’re tasked with daily is to ‘change behaviour’. To get people to ‘do something that they’re currently not doing’. Which is a bit weird isn’t it. Wednesday, 26 May 2010
    • http://www.nataliedee.com/ DIS RU PT ER SUA DE P Sounds like it belongs to this world. Do this, not that. Wednesday, 26 May 2010
    • NEVER FORCE IT If it feels like a fight, there’s something wrong Wednesday, 26 May 2010
    • It shouldn’t feel like this at all: Wednesday, 26 May 2010
    • ORGANISATIONS SPEND A LOT OF ENERGY TRYING TO GET PEOPLE TO SPEND THEIR ENERGY DIFFERENTLY. Like I said, weird. Wednesday, 26 May 2010
    • This presentation is an attempt to see if there’s a better way. A way less wasteful of energy. Wednesday, 26 May 2010
    • And it’s called: FR R E Y E G E N E Wednesday, 26 May 2010
    • LET’S LOOK AT CONSUMER ENERGY FIRST Wednesday, 26 May 2010
    • IS IT WORTH IT? Is what they’re getting out of it worth the effort needed to participate? Wednesday, 26 May 2010
    • That’s what it all comes down to... REWARD VS EFFORT What are we giving What do they have them? to do to get it? Wednesday, 26 May 2010
    • Wednesday, 26 May 2010
    • CUSTOMER You’re just going to have to go with me on this ;) Wednesday, 26 May 2010
    • Run around collecting the good stuff Wednesday, 26 May 2010
    • REWARD Wednesday, 26 May 2010
    • Try not to get too spanked Wednesday, 26 May 2010
    • REWARD VS ENERGY Wednesday, 26 May 2010
    • In our world, though... REWARD = Entertainment = Utility = Inspiration Wednesday, 26 May 2010
    • ENERGY = Pay attention = Think = Do something Wednesday, 26 May 2010
    • THE GOLDEN RULE Wednesday, 26 May 2010
    • DON’T BE MEAN: CUSTOMER ENERGY REWARD Wednesday, 26 May 2010
    • BE GENEROUS: CUSTOMER ENERGY REWARD Wednesday, 26 May 2010
    • Get a BIG reward (like a level-complete) and your energy gets replenished! Wednesday, 26 May 2010
    • CUSTOMER ENERGY REWARD You find energy you didn’t know you had Wednesday, 26 May 2010
    • THAT’S MOTIVATION! Wednesday, 26 May 2010
    • THIS MOTIVATION IS WHAT PROPELS PEOPLE ALONG THE CONSUMER JOURNEY LEVEL 1ST CONTACT PURCHASE Wednesday, 26 May 2010
    • MOTIVATION POOR 1ST CONTACT PURCHASE Wednesday, 26 May 2010
    • MOTIVATION RICH 1ST CONTACT PURCHASE Wednesday, 26 May 2010
    • Wednesday, 26 May 2010
    • ARE YOU GETTING IT RIGHT? Wednesday, 26 May 2010
    • ENERGY REWARD Wednesday, 26 May 2010
    • ENERGY REWARD Wednesday, 26 May 2010
    • (The desire to do this already existed) Wednesday, 26 May 2010
    • HOW DO YOU KNOW WHEN YOU’RE ASKING TOO MUCH OF PEOPLE? Wednesday, 26 May 2010
    • You just know. Wednesday, 26 May 2010
    • Don’t be arrogant / ignorant. Wednesday, 26 May 2010
    • Aside: You can ask lots of people, but you have to give a lot more Wednesday, 26 May 2010
    • LET’S ASK SOME BIG QUESTIONS IN BIG, BRIGHT TYPE! Wednesday, 26 May 2010
    • W AN O C H E 1. L L T K OF IT S E W PLE A ? P E O Wednesday, 26 May 2010
    • Yes, I suppose so.. Wednesday, 26 May 2010
    • LEVEL 1ST CONTACT PURCHASE But we want to involve/seduce people Wednesday, 26 May 2010
    • THE DO ONE SIMPLE THING APPROACH Wednesday, 26 May 2010
    • Wednesday, 26 May 2010
    • Wednesday, 26 May 2010
    • Wednesday, 26 May 2010
    • Wednesday, 26 May 2010
    • Wednesday, 26 May 2010
    • NICE. Wednesday, 26 May 2010
    • E W NG . C A N HI 2 T O E? N L A S K P P E O O F Wednesday, 26 May 2010
    • DO A NEW THING VS DO WHAT YOU’RE ALREADY DOING Wednesday, 26 May 2010
    • Keep drinking water, simply acknowledge the privilege Wednesday, 26 May 2010
    • Keep commuting to work, but enjoy it more than usual... Wednesday, 26 May 2010
    • Keep going about your business, but let us help you save Wednesday, 26 May 2010
    • Keep buying stuff you like, we’ll do more with your money Wednesday, 26 May 2010
    • Just sit there Wednesday, 26 May 2010
    • Guilt-free. Enjoy. Wednesday, 26 May 2010
    • The most self-indulgent thing of all... Wednesday, 26 May 2010
    • CUSTOMER ENERGY REWARD Reward people for what they’re already doing, motivate them to get more involved. Wednesday, 26 May 2010
    • OK, WHAT ABOUT ORGANISATIONS’ ENERGY? Wednesday, 26 May 2010
    • ORGANISATION VALUE That value is the result of cash and sweat Wednesday, 26 May 2010
    • ORGANISATION VALUE That value is the result of cash and sweat Wednesday, 26 May 2010
    • W E . C O N A W 3 R B R O GY T O E N E R UR V E O S NA ? OW Wednesday, 26 May 2010
    • Existing rituals : The Guardian newspaper uses hand-stamps at clubs to reach its audience Wednesday, 26 May 2010
    • Existing culture : A piece of reactive marketing for B&Q, doing a lo-fi version of Turner Prize winner Wednesday, 26 May 2010
    • Existing distribution : Using Coca-Cola’s global distribution network to provide aid Wednesday, 26 May 2010
    • Existing excitement : Piggybacking the frenzy on the day the iPhone was launched. Wednesday, 26 May 2010
    • EVERY DAY, BILLIONS OF PEOPLE DO THINGS WHETHER YOU ASK THEM TO OR NOT. Wednesday, 26 May 2010
    • NATURAL ENERGY http://www.direct2agents.com/custom/People%20Cheering.jpg Wednesday, 26 May 2010
    • IS THERE ENOUGH ENERGY IN THE WORLD ALREADY? Wednesday, 26 May 2010
    • Wind Farm Wave Farm Wednesday, 26 May 2010
    • FARM “originally referred to a big landowner farming out his land among other men to run it, rather than running it all himself.” - Wikipedia Wind Farm Wave Farm Wednesday, 26 May 2010
    • FARM “originally referred to a big landowner farming out his land among other men to run it, rather than running it all himself.” - Wikipedia Wind Farm Wave Farm People Farm! Wednesday, 26 May 2010
    • NOT DISSIMILAR Wave Farm People Farm Wednesday, 26 May 2010
    • . C N L’ A A 4 TUR N ‘ A N RGY R U E E N IDEA S ? O U R Wednesday, 26 May 2010
    • HOW DO YOU TAKE ADVANTAGE OF THE WAVES OF HUMAN ENERGY ALREADY OUT THERE? Wednesday, 26 May 2010
    • IN YOUR FACE, MICROSOFT Microsoft spent millions on their tools. Google achieved the same for free, creating systems that learned from each user-interaction to automatically enhance its own accuracy/value. Wednesday, 26 May 2010
    • IN YOUR FACE, SERGEY Oceanographer and Naval Officer, Matthew Fontaine Maury did a similar thing in the 1800s. He aggregated other Naval Officer’s routes and rewarded each of them with a super-map for giving up their data. Wednesday, 26 May 2010
    • IN YOUR SHOES Same thing again: Lots of individuals feed a system that gains exponentially in value, for everyone, as a result. Wednesday, 26 May 2010
    • ECO-SYSTEMS RE-CHANNELLING EXISTING ENERGY Wednesday, 26 May 2010
    • ECO-SYSTEMS RE-CHANNELLING EXISTING ENERGY THE IMPO RTANT B IT Wednesday, 26 May 2010
    • YES, APP I’M VAIN ARENTLY TO QUOT ENOUGH E MYSELF “When millions of people are tapping away at computers every day: filling in forms, clicking links, forwarding emails, there is energy and effort that can easily be re-used if we're smart about it.” - Me, 2007 Wednesday, 26 May 2010
    • BUT AREN’T ONLY CERTAIN KINDS OF BEHAVIOURS VISIBLE? http://sitemaker.umich.edu/pavelka/files/cunningham-dance.jpg Wednesday, 26 May 2010
    • More behaviour is becoming more visible Wednesday, 26 May 2010
    • And not just the sitting indoors, clicky kind Wednesday, 26 May 2010
    • This behaviour is being rewarded in ways then inspires new behaviour. It all feeds the same system. Wednesday, 26 May 2010
    • This is only going to increase... Wednesday, 26 May 2010
    • We’re seeing existing human activity flow around the world like ocean currents Wednesday, 26 May 2010
    • WHY FIGHT AGAINST THE CURRENT? Wednesday, 26 May 2010
    • YOU SHOULDN’T HAVE TO... PERSUADE PEOPLE TO DO THINGS THEY DON’T WANT TO DO WASTE ENERGY WHEN YOU CAN BORROW IT INVEST IN SOMETHING TEMPORARY, WHEN YOU CAN BUILD THINGS THAT RUN THEMSELVES Wednesday, 26 May 2010
    • DISRUPT PERSUADE HELP Wednesday, 26 May 2010
    • IT’S GETTING EASIER... TO HELP PEOPLE DO THE THINGS THEY ALREADY LOVE TO HELP PEOPLE SEE THE RELEVANCE AND VALUE OF NEW IDEAS TO MATCH PRODUCTS AND EXPERIENCES TO THE PEOPLE THAT WANT THEM Wednesday, 26 May 2010
    • A SMOOTH TRANSITION LEVEL 1ST CONTACT PURCHASE Wednesday, 26 May 2010
    • A BEHAVIOUR ‘SHIFT’ WHAT YOU’D LIKE THEM TO DO WHAT THEY’RE DOING NOW 1ST CONTACT PURCHASE Wednesday, 26 May 2010
    • A BEHAVIOUR ‘SHIFT’ RUNNING WITH NIKE+ RUNNING 1ST CONTACT PURCHASE Wednesday, 26 May 2010
    • IT SHOULDN’T FEEL LIKE THIS... Wednesday, 26 May 2010
    • IT SHOULD FEEL LIKE THIS... Wednesday, 26 May 2010
    • IF YOU CAN ACHIVE THAT... CUSTOMER ORGANISATION PEOPLE WILL LOVE YOU FOREVER Wednesday, 26 May 2010
    • @andywhitlock nowincolour.com Wednesday, 26 May 2010