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 GI...
NOTE 2
        IT’S ALSO A THOUGHT-PIECE. IF
        YOU’VE COME LOOKING FOR
        ‘ANSWERS’, UMM.. SORRY.




Wednesday...
NOTE 3
        THE ORIGINAL VERSION HAD SFX AND
        ANIMATIONS AND EVERYTHING!
        YOU’RE MISSING OUT ;)




Wedne...
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...
http://www.nataliedee.com/




                                               DIS RU PT
                                  ...
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
This presentation is an attempt to
                         see if there’s a better way.

                         A way l...
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,...
That’s what it all comes down to...




              REWARD                    VS       EFFORT
              What are we ...
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


                 ...
ENERGY

                          = Pay attention


                          = Think


                          = Do som...
THE GOLDEN RULE




Wednesday, 26 May 2010
DON’T BE MEAN:

           CUSTOMER

                         ENERGY


                         REWARD




Wednesday, 26 M...
BE GENEROUS:

           CUSTOMER

                         ENERGY


                         REWARD




Wednesday, 26 May...
Get a BIG reward (like a level-complete)
                  and your energy gets replenished!
Wednesday, 26 May 2010
CUSTOMER

                           ENERGY


                           REWARD




                   You find energy you...
THAT’S MOTIVATION!




Wednesday, 26 May 2010
THIS MOTIVATION IS WHAT
           PROPELS PEOPLE ALONG
           THE CONSUMER JOURNEY


                         LEVEL

...
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
Wednes...
Yes, I suppose so..
Wednesday, 26 May 2010
LEVEL




      1ST CONTACT                                  PURCHASE




                         But we want to involve/...
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
...
DO A NEW THING
                               VS
                         DO WHAT YOU’RE
                         ALREADY ...
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
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...
OK, WHAT ABOUT
        ORGANISATIONS’ ENERGY?




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 ?
     ...
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 ...
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, 2...
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...
FARM
     “originally referred to a big landowner farming out his land
     among other men to run it, rather than running...
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 ...
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, cr...
IN YOUR FACE, SERGEY




        Oceanographer and Naval Officer, Matthew
        Fontaine Maury did a similar thing in th...
IN YOUR SHOES




        Same thing again: Lots of individuals feed a
        system that gains exponentially in value, f...
ECO-SYSTEMS
                         RE-CHANNELLING
                         EXISTING ENERGY




Wednesday, 26 May 2010
ECO-SYSTEMS
                         RE-CHANNELLING
                         EXISTING ENERGY
                    THE IMPO
...
YES, APP
                              I’M VAIN ARENTLY
                              TO QUOT  ENOUGH
                    ...
BUT AREN’T ONLY
                         CERTAIN KINDS OF
                         BEHAVIOURS VISIBLE?

                  ...
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 s...
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
    ...
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
  ...
A SMOOTH TRANSITION



                         LEVEL




      1ST CONTACT                PURCHASE


Wednesday, 26 May 20...
A BEHAVIOUR ‘SHIFT’



                                        WHAT YOU’D LIKE
                                           ...
A BEHAVIOUR ‘SHIFT’



                                     RUNNING
                                   WITH NIKE+

       ...
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 FO...
@andywhitlock
                         nowincolour.com




Wednesday, 26 May 2010
FREE ENERGY
FREE ENERGY
FREE ENERGY
FREE ENERGY
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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.

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

  1. 1. HELLO, I’M ANDY Wednesday, 26 May 2010
  2. 2. NOTE 1 THIS PRESENTATION WAS COMPILED FOR TALKING AROUND - I’VE ADDED SOME WORDS TO EXPLAIN THE GIST Wednesday, 26 May 2010
  3. 3. NOTE 2 IT’S ALSO A THOUGHT-PIECE. IF YOU’VE COME LOOKING FOR ‘ANSWERS’, UMM.. SORRY. Wednesday, 26 May 2010
  4. 4. NOTE 3 THE ORIGINAL VERSION HAD SFX AND ANIMATIONS AND EVERYTHING! YOU’RE MISSING OUT ;) Wednesday, 26 May 2010
  5. 5. Anyway, I work here: Wednesday, 26 May 2010
  6. 6. We do lot of different things Wednesday, 26 May 2010
  7. 7. Which makes explaining ourselves difficult Wednesday, 26 May 2010
  8. 8. Sorry about that. Wednesday, 26 May 2010
  9. 9. 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
  10. 10. 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
  11. 11. NEVER FORCE IT If it feels like a fight, there’s something wrong Wednesday, 26 May 2010
  12. 12. It shouldn’t feel like this at all: Wednesday, 26 May 2010
  13. 13. ORGANISATIONS SPEND A LOT OF ENERGY TRYING TO GET PEOPLE TO SPEND THEIR ENERGY DIFFERENTLY. Like I said, weird. Wednesday, 26 May 2010
  14. 14. This presentation is an attempt to see if there’s a better way. A way less wasteful of energy. Wednesday, 26 May 2010
  15. 15. And it’s called: FR R E Y E G E N E Wednesday, 26 May 2010
  16. 16. LET’S LOOK AT CONSUMER ENERGY FIRST Wednesday, 26 May 2010
  17. 17. IS IT WORTH IT? Is what they’re getting out of it worth the effort needed to participate? Wednesday, 26 May 2010
  18. 18. 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
  19. 19. Wednesday, 26 May 2010
  20. 20. CUSTOMER You’re just going to have to go with me on this ;) Wednesday, 26 May 2010
  21. 21. Run around collecting the good stuff Wednesday, 26 May 2010
  22. 22. REWARD Wednesday, 26 May 2010
  23. 23. Try not to get too spanked Wednesday, 26 May 2010
  24. 24. REWARD VS ENERGY Wednesday, 26 May 2010
  25. 25. In our world, though... REWARD = Entertainment = Utility = Inspiration Wednesday, 26 May 2010
  26. 26. ENERGY = Pay attention = Think = Do something Wednesday, 26 May 2010
  27. 27. THE GOLDEN RULE Wednesday, 26 May 2010
  28. 28. DON’T BE MEAN: CUSTOMER ENERGY REWARD Wednesday, 26 May 2010
  29. 29. BE GENEROUS: CUSTOMER ENERGY REWARD Wednesday, 26 May 2010
  30. 30. Get a BIG reward (like a level-complete) and your energy gets replenished! Wednesday, 26 May 2010
  31. 31. CUSTOMER ENERGY REWARD You find energy you didn’t know you had Wednesday, 26 May 2010
  32. 32. THAT’S MOTIVATION! Wednesday, 26 May 2010
  33. 33. THIS MOTIVATION IS WHAT PROPELS PEOPLE ALONG THE CONSUMER JOURNEY LEVEL 1ST CONTACT PURCHASE Wednesday, 26 May 2010
  34. 34. MOTIVATION POOR 1ST CONTACT PURCHASE Wednesday, 26 May 2010
  35. 35. MOTIVATION RICH 1ST CONTACT PURCHASE Wednesday, 26 May 2010
  36. 36. Wednesday, 26 May 2010
  37. 37. ARE YOU GETTING IT RIGHT? Wednesday, 26 May 2010
  38. 38. ENERGY REWARD Wednesday, 26 May 2010
  39. 39. ENERGY REWARD Wednesday, 26 May 2010
  40. 40. (The desire to do this already existed) Wednesday, 26 May 2010
  41. 41. HOW DO YOU KNOW WHEN YOU’RE ASKING TOO MUCH OF PEOPLE? Wednesday, 26 May 2010
  42. 42. You just know. Wednesday, 26 May 2010
  43. 43. Don’t be arrogant / ignorant. Wednesday, 26 May 2010
  44. 44. Aside: You can ask lots of people, but you have to give a lot more Wednesday, 26 May 2010
  45. 45. LET’S ASK SOME BIG QUESTIONS IN BIG, BRIGHT TYPE! Wednesday, 26 May 2010
  46. 46. 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
  47. 47. Yes, I suppose so.. Wednesday, 26 May 2010
  48. 48. LEVEL 1ST CONTACT PURCHASE But we want to involve/seduce people Wednesday, 26 May 2010
  49. 49. THE DO ONE SIMPLE THING APPROACH Wednesday, 26 May 2010
  50. 50. Wednesday, 26 May 2010
  51. 51. Wednesday, 26 May 2010
  52. 52. Wednesday, 26 May 2010
  53. 53. Wednesday, 26 May 2010
  54. 54. Wednesday, 26 May 2010
  55. 55. NICE. Wednesday, 26 May 2010
  56. 56. 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
  57. 57. DO A NEW THING VS DO WHAT YOU’RE ALREADY DOING Wednesday, 26 May 2010
  58. 58. Keep drinking water, simply acknowledge the privilege Wednesday, 26 May 2010
  59. 59. Keep commuting to work, but enjoy it more than usual... Wednesday, 26 May 2010
  60. 60. Keep going about your business, but let us help you save Wednesday, 26 May 2010
  61. 61. Keep buying stuff you like, we’ll do more with your money Wednesday, 26 May 2010
  62. 62. Just sit there Wednesday, 26 May 2010
  63. 63. Guilt-free. Enjoy. Wednesday, 26 May 2010
  64. 64. The most self-indulgent thing of all... Wednesday, 26 May 2010
  65. 65. CUSTOMER ENERGY REWARD Reward people for what they’re already doing, motivate them to get more involved. Wednesday, 26 May 2010
  66. 66. OK, WHAT ABOUT ORGANISATIONS’ ENERGY? Wednesday, 26 May 2010
  67. 67. ORGANISATION VALUE That value is the result of cash and sweat Wednesday, 26 May 2010
  68. 68. ORGANISATION VALUE That value is the result of cash and sweat Wednesday, 26 May 2010
  69. 69. 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
  70. 70. Existing rituals : The Guardian newspaper uses hand-stamps at clubs to reach its audience Wednesday, 26 May 2010
  71. 71. Existing culture : A piece of reactive marketing for B&Q, doing a lo-fi version of Turner Prize winner Wednesday, 26 May 2010
  72. 72. Existing distribution : Using Coca-Cola’s global distribution network to provide aid Wednesday, 26 May 2010
  73. 73. Existing excitement : Piggybacking the frenzy on the day the iPhone was launched. Wednesday, 26 May 2010
  74. 74. EVERY DAY, BILLIONS OF PEOPLE DO THINGS WHETHER YOU ASK THEM TO OR NOT. Wednesday, 26 May 2010
  75. 75. NATURAL ENERGY http://www.direct2agents.com/custom/People%20Cheering.jpg Wednesday, 26 May 2010
  76. 76. IS THERE ENOUGH ENERGY IN THE WORLD ALREADY? Wednesday, 26 May 2010
  77. 77. Wind Farm Wave Farm Wednesday, 26 May 2010
  78. 78. 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
  79. 79. 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
  80. 80. NOT DISSIMILAR Wave Farm People Farm Wednesday, 26 May 2010
  81. 81. . 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
  82. 82. HOW DO YOU TAKE ADVANTAGE OF THE WAVES OF HUMAN ENERGY ALREADY OUT THERE? Wednesday, 26 May 2010
  83. 83. 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
  84. 84. 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
  85. 85. 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
  86. 86. ECO-SYSTEMS RE-CHANNELLING EXISTING ENERGY Wednesday, 26 May 2010
  87. 87. ECO-SYSTEMS RE-CHANNELLING EXISTING ENERGY THE IMPO RTANT B IT Wednesday, 26 May 2010
  88. 88. 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
  89. 89. BUT AREN’T ONLY CERTAIN KINDS OF BEHAVIOURS VISIBLE? http://sitemaker.umich.edu/pavelka/files/cunningham-dance.jpg Wednesday, 26 May 2010
  90. 90. More behaviour is becoming more visible Wednesday, 26 May 2010
  91. 91. And not just the sitting indoors, clicky kind Wednesday, 26 May 2010
  92. 92. This behaviour is being rewarded in ways then inspires new behaviour. It all feeds the same system. Wednesday, 26 May 2010
  93. 93. This is only going to increase... Wednesday, 26 May 2010
  94. 94. We’re seeing existing human activity flow around the world like ocean currents Wednesday, 26 May 2010
  95. 95. WHY FIGHT AGAINST THE CURRENT? Wednesday, 26 May 2010
  96. 96. 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
  97. 97. DISRUPT PERSUADE HELP Wednesday, 26 May 2010
  98. 98. 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
  99. 99. A SMOOTH TRANSITION LEVEL 1ST CONTACT PURCHASE Wednesday, 26 May 2010
  100. 100. A BEHAVIOUR ‘SHIFT’ WHAT YOU’D LIKE THEM TO DO WHAT THEY’RE DOING NOW 1ST CONTACT PURCHASE Wednesday, 26 May 2010
  101. 101. A BEHAVIOUR ‘SHIFT’ RUNNING WITH NIKE+ RUNNING 1ST CONTACT PURCHASE Wednesday, 26 May 2010
  102. 102. IT SHOULDN’T FEEL LIKE THIS... Wednesday, 26 May 2010
  103. 103. IT SHOULD FEEL LIKE THIS... Wednesday, 26 May 2010
  104. 104. IF YOU CAN ACHIVE THAT... CUSTOMER ORGANISATION PEOPLE WILL LOVE YOU FOREVER Wednesday, 26 May 2010
  105. 105. @andywhitlock nowincolour.com Wednesday, 26 May 2010

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