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What all that beta talk means for brands

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This is the second of four presentations I gave in Madrid in April 2010. ...

This is the second of four presentations I gave in Madrid in April 2010.

I was asked specifically to talk about "beta ideas". With that starting point, I decided to recap on where the language came from but to quickly move to how organisations need to think about releasing 'ideas' into an environment that is so unpredictable.

I talk about evolution and Andromedans. Apologies if any of it doesn't make total sense without my verbal narrative.

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What all that beta talk means for brands What all that beta talk means for brands Presentation Transcript

  • WHAT ALL THAT BETA TALK MEANS FOR BRANDS @andywhitlock nowincolour.com Saturday, 8 May 2010
  • IN SOFTWARE BETA = NOT PERFECT YET Saturday, 8 May 2010
  • THE LABEL HELPED LIMIT EXPECTATIONS Saturday, 8 May 2010
  • THE LABEL HELPED LIMIT EXPECTATIONS Saturday, 8 May 2010
  • WHILE GLITCHES WERE ADDRESSED BETA TESTING: “REDUCING IMPACTS TO USERS AND INCORPORATING USABILITY TESTING." - WIKIPEDIA Saturday, 8 May 2010
  • BEFORE A NEW VERSION WAS RELEASED Saturday, 8 May 2010
  • THE WEB MADE THIS TWO-WAY CONVERSATION MORE AND MORE FLUID AND REAL-TIME, UNTIL THE NOTION OF BETA TESTING BECAME CONSTANT Saturday, 8 May 2010
  • “There's no final version. Nothing is static.” - Google System blog, 2007 Saturday, 8 May 2010
  • Saturday, 8 May 2010
  • Saturday, 8 May 2010
  • Saturday, 8 May 2010
  • BETA: NOT SO MUCH A BADGE TO WEAR AS SOMETHING TO FEEL COMFORTABLE IN TA BE BETA Saturday, 8 May 2010
  • THIS IS THE WAY OF THE WEB EDIT PUBLISH PUBLISH EDIT Saturday, 8 May 2010
  • AND WAS QUICKLY ‘RUSSELLED’ INTO THE WORLD OF BRANDING “I think [Always in Beta is] a good way for brands to think too, because it might help them develop some of the habits they'll need to operate in a blurry, unpredictable world.” “They have to keep innovating in order to stay relevant and interesting." - Russell Davies, 2007 Saturday, 8 May 2010
  • - Gareth Kay Saturday, 8 May 2010
  • FROM BIG LAUNCHES TO THE STEADY RELEASE Saturday, 8 May 2010
  • MAKE LOTS OF SMALL BETS Elf Yourself was one of 20 games Office Max created in the hope that one would stick. Saturday, 8 May 2010
  • EXPERIMENT WITH FORMATS Use a musician to reveal the new England away kit - while away Saturday, 8 May 2010
  • LEAVE ROOM FOR YOUR AUDIENCE Saturday, 8 May 2010
  • EMBRACE MISTAKES Turn problems into opportunities stolen from Russell Davies Saturday, 8 May 2010
  • WE ALL ‘DIG’ THE OPENNESS AND HUMILITY OF BEING ALWAYS IN BETA, BUT DOES THAT MEAN EVERYTHING SHOULD REMAIN UNFINISHED? Saturday, 8 May 2010
  • A CHILD’S BIRTHDAY CAKE? Saturday, 8 May 2010
  • A SECURITY SYSTEM? Saturday, 8 May 2010
  • SOME THINGS SHOULD JUST WORK Saturday, 8 May 2010
  • IMPROV COMEDY: SOME LESSONS... Saturday, 8 May 2010
  • IMPROV COMEDY: SOME LESSONS 1. Open endings can be exciting 2. Audiences love to feel a part of things 3. But you can’t ask much of them 4. The pros are pros for a reason 5. Mortal-proof formats help to control things Saturday, 8 May 2010
  • HOW CAN BRANDS BEST COPE WHEN THE ENVIRONMENT FOR THEIR IDEAS IS SO COMPLEX AND HARD TO PREDICT? Saturday, 8 May 2010
  • HOW DO HUMANS MANAGE? Saturday, 8 May 2010
  • HOW DO HUMANS MANAGE? OUR GENES BUILT A BRAIN! Saturday, 8 May 2010
  • EVOLUTION = SLOW Fur for cold climates BEHAVIOUR = FAST Must dive left behind that rock Saturday, 8 May 2010
  • EVOLUTION = SLOW Fur for cold climates THIS IS HOW TRADITIONAL BRAND COMMUNICATIONS OPERATED. WE BUILT FINITE THINGS AND PUT THEM IN FINITE PLACES. THE ENVIRONMENT WAS SIMPLE AND PREDICTABLE, SO ALL DECISIONS COULD BE MADE UP-FRONT AND WOULD STAY RELEVANT UNTIL THE END OF A CAMPAIGN. Saturday, 8 May 2010
  • BUT THE MEDIA LANDSCAPE IS NOW COMPLEX AND UNPREDICTABLE. NO AMOUNT OF UP-FRONT DECISIONS CAN FULLY SHAPE THE BEHAVIOUR AND EXISTENCE OF AN IDEA ONCE IT’S OUT THERE. MEMES - LIKE GENES - NEED A ‘BRAIN’ TO LOOK AFTER THEM ON THE GROUND, BECAUSE BRANDS CAN’T EVOLVE THEIR IDEAS FAST ENOUGH. BEHAVIOUR = FAST Must dive left behind that rock Saturday, 8 May 2010
  • In A For Andromeda, the Andromedans transmitted scrambled instructions into space. Humans - 200 light years away - deciphered and followed them. They led to the building of a computer which then tried to destroy Earth. Although the Andromedans had a basic plan, they only managed to affect things from so far away by creating a machine capable of making its own behavioural decisions to achieve that end. Saturday, 8 May 2010
  • Andromeda case study CLIENT Andromedans Saturday, 8 May 2010
  • Andromeda case study CLIENT OBJECTIVE Andromedans Destruction Saturday, 8 May 2010
  • Andromeda case study CLIENT OBJECTIVE AUDIENCE Andromedans Destruction Foreigners Saturday, 8 May 2010
  • Andromeda case study THE BIG IDEA EXECUTION RESULTS A killer computer Intriguing 6 billion instructions participants out t work Didn’ Saturday, 8 May 2010
  • THIS WASN’T THE THIS WAS BRAIN A killer computer 6 billion participants Saturday, 8 May 2010
  • THE TWO PARTIES WANTED DIFFERENT THINGS Saturday, 8 May 2010
  • TOTAL Your ideas need to be in-built CONTROL with instructions/advice to be looked after by the hive brain. SOME That in-built intelligence is as CONTROL important as the idea itself. SOME PERSUASION COLLECTIVE CONTROL Saturday, 8 May 2010
  • HOW DO YOU CREATE STRATEGIES THAT WILL BE LOOKED AFTER BY THE HIVE BRAIN? 1. ALIGN YOUR GOAL WITH THE DESIRES OF YOUR AUDIENCE 2. CREATE ELASTIC FRAMEWORKS TO FLEX WITH CHANGING CONDITIONS 3. LEAVE ROOM FOR PEOPLE TO ADD THEIR OWN MEANING 4. CREATE IDEAS THAT LOSE MEANING IF YOUR BRAND/MESSAGE IS OMITTED 5. BUILD A CAPACITY FOR LEARNING 6. ENSURE PROCESSES ENABLE YOU TO REACT QUICKLY Saturday, 8 May 2010
  • 1. ALIGN YOUR GOAL WITH THE DESIRES OF YOUR AUDIENCE Saturday, 8 May 2010
  • 2. CREATE ELASTIC FRAMEWORKS TO FLEX WITH CHANGING CONDITIONS Saturday, 8 May 2010
  • 3. LEAVE ROOM FOR PEOPLE TO ADD THEIR OWN MEANING Saturday, 8 May 2010
  • 4. CREATE IDEAS THAT LOSE MEANING IF YOUR BRAND/MESSAGE IS OMITTED Saturday, 8 May 2010
  • 5. BUILD A CAPACITY FOR LEARNING Saturday, 8 May 2010
  • 6. ENSURE PROCESSES ENABLE YOU TO REACT QUICKLY Saturday, 8 May 2010
  • CONCLUSION: PLAN FOR ADAPTATION: CREATE SMART, BREATHABLE FRAMEWORKS Saturday, 8 May 2010