How to deliver VALUE

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How to deliver VALUE

  1. 1. VALUE! A NEW / OLD AGENDA FOR BRANDS
  2. 2. THEPROBLEMWITHBRANDS
  3. 3. BAD WILL, HUNTINGBanksy – Trolleys
  4. 4. SATURATION
  5. 5. Source needed
  6. 6. LOSS OFCREDIBILITY
  7. 7. Source needed
  8. 8. APATHYINSTEAD OF ATTENTION
  9. 9. gapingvoid.com
  10. 10. More than any time in history, mankind faces a crossroads. One path leads to despair and utter hopelessness, the other to total extinction. Let us pray that we have the wisdom to choose correctlyImage source needed Woody Allen
  11. 11. THE SOLUTIONFOR BRANDS
  12. 12. DELIVERVALUE.
  13. 13. IT’STHE NEWUSP
  14. 14. UNIQUE SELLING PROPOSITIONEMOTIONAL SELLING PROPOSITION USEFUL SELLING PROPOSITION
  15. 15. SOUNDSEASY
  16. 16. (AREN’T BRANDSSUPPOSED TO DOEXACTLY THAT?)
  17. 17. BUT IT ISN’T
  18. 18. SO HOWDO WEDELIVERVALUE?
  19. 19. GIVEPsA CHANCE
  20. 20. THE 7Ps
  21. 21. 1.PRACTICAL
  22. 22. PRACTICAL=TIME SAVING
  23. 23. www.mashable.com
  24. 24. www.gigaom.com
  25. 25. www.mashable.com
  26. 26. www.usatoday.com
  27. 27. PRACTICAL=ENERGY SAVING
  28. 28. www.psfk.com
  29. 29. www.techcrunch.com
  30. 30. PRACTICAL=REDUCINGCOGNITVE LOAD
  31. 31. PRACTICAL=DROP-DEADSIMPLE
  32. 32. http://goingtorain.com
  33. 33. www.quora.com
  34. 34. PRACTICAL=“STRESS SAVING”
  35. 35. www.mashable.com
  36. 36. www.psfk.com
  37. 37. PRACTICAL=TIMELYSOLUTIONS
  38. 38. www.techcrunch.com
  39. 39. www.googlemobile.blogspot..com
  40. 40. www.springwise.com
  41. 41. FORPRCATICALVALUE,FIND THEANSWERS…
  42. 42. WHATWHEREWHEN HOW WHY
  43. 43. 2.PARTICIPATION
  44. 44. GOODPARTICIPATIONHAS TO BEWIN-WIN
  45. 45. THAT IS,ADD VALUENOT JUST TO THECOMPANY/BRAND,BUT ALSO TO THEUSER/CUSTOMER
  46. 46. CROWDCREATION
  47. 47. Customers do: research, product development, design, portfoliomanagement, market sizing, marketing, advertising.Threadless does: prints t-shirts, business development,ecommerce infrastructure, community infrastructure.
  48. 48. www.bostonherald.com
  49. 49. CROWDFILTERING
  50. 50. Source needed
  51. 51. COLLECTIVEINTELLIGENCE
  52. 52. Source: LEGO
  53. 53. Source: LEGO
  54. 54. Source: LEGO
  55. 55. More than 800,000 consumer-generated models.The best are released as official LEGO products; LEGO pays the creators royalties.
  56. 56. “With Lego Factory we can expandbeyond our one hundred in-house designersto marvel at the creativity of more thanthree hundred thousand designers worldwide.”Mark Hansen, DirectorLego Interactive Experiences
  57. 57. Used by more than 150 corporations: Eli Lilly, Boeing, DuPont, P&G, Colgate-Palmolive…
  58. 58. Problem solved for Colgate-Palmolive:how to inject fluoride powder into atoothpaste tube without it dispersing into thesurrounding air.Solution: impart an electric charge to thepowder while grounding the tube.An electrical solution to a seeminglychemical problem.
  59. 59. •  Idea generation by employees•  Set up in 1996•  Annual seed funding budget: $40M•  Employees receive $300k-$500k for proposals that turn into business plans
  60. 60. •  2006: The biggest ever jam•  150k minds in 104 countries•  Clients, consultants, employees, families•  4 subject areas: transportation, health, environment, finance & commerce•  46k ideas; $100M invested in 10 of them
  61. 61. “The world is my lab now.”John Kelly, Director of IBM Research
  62. 62. •  The mining firm made its proprietary data about a mining site in Ontario public, then challenged outsiders to advise where to dig next•  The participants suggested more than a hundred possible sites to explore, many of which had not been mined by Goldcorp – and that yielded new gold
  63. 63. CROWDTASKS
  64. 64. www.readwriteweb.com
  65. 65. •  Identifying and measuring landforms (craters, ridges, valleys) – in order to find evidence of water•  As a pilot, an already-categorized dataset was put online – 88k images –  Within a month all were categorized accurately by the community –  Took a professional geo-scientist two years
  66. 66. www.psfk.com
  67. 67. 3.PEOPLE
  68. 68. www.fastcompany.com
  69. 69. www.campaignbrief.com
  70. 70. 4.PERSONAL IZATION
  71. 71. PERSONALIZEDINTERACTIONS
  72. 72. •  In 6 weeks from 11/07 to 1/08: over 193M visits and over 123M elves created = 60 elves per second (In the previous year: 11M elves in five weeks)•  Total time people spent on Elf Yourself: 2,600 years•  More than one-third of visitors said the site influenced their decision to visit OfficeMax, and about one-third of visitors said the site improved their perception of OfficeMax
  73. 73. •  In the first three weeks of the 2008/9 campaign, 57M elves were created•  122M elves created in total•  Average time spent on the site doubled to 15 minutes
  74. 74. dailywh.at
  75. 75. PERSONALIZEDEXPERIENCES
  76. 76. “When the florist sends a notereminding you of your mother’s birthday,and offers to deliver flowers again this yearto the same address and charge against the samecredit card you used with the florist last year,what are the chances that you will pick up the phoneand try to find a cheaper florist?”Don Peppers and Martha Rogers,Enterprise One to One
  77. 77. PERSONALIZEDPRODUCTS
  78. 78. 5.PLEASURE
  79. 79. PLEASURETO VIEW
  80. 80. www.psfk.com
  81. 81. A PICTURE ISWORTH ATHOUSANDNUMBERS
  82. 82. www.readwriteweb.com
  83. 83. kottke.org
  84. 84. PLEASURETO USE
  85. 85. TGV
  86. 86. TOUCHGESTUREVOICE
  87. 87. Source needed
  88. 88. www.techcrunch.com
  89. 89. www.techcrunch.com
  90. 90. www.businessinsider.com
  91. 91. 6.PLAY
  92. 92. Source needed
  93. 93. www.businessinsider.com
  94. 94. 7.PURPOSE
  95. 95. gapingvoid.com
  96. 96. “When you compete on belief,there’s little competition can do.”Harvest CommunicationsLessons from Cultural Icons, 2002
  97. 97. INSTEAD OF A“SELLINGPROPOSITION”…
  98. 98. …DEFINE ACONVERSATION
  99. 99. …DEFINE ANAGENDA
  100. 100. INSTEAD OFTELLING THEMWHAT TO THINK/DO/BUY…
  101. 101. …PRESENT YOURPOINT OF VIEW
  102. 102. THE DIALOGWILL PROVIDEMEANING
  103. 103. THE DIALOGWILL PROVIDEPURPOSE
  104. 104. IT CAN FUEL AGOOD CAUSE
  105. 105. www.brandchannel.com
  106. 106. DRIVESUSTAINABILITY
  107. 107. www.usatoday.com
  108. 108. www.csmonitor.com
  109. 109. www.brandchannel.com
  110. 110. OR EXHIBITTRANSPARENCY
  111. 111. www.springwise.com
  112. 112. IT’S BESTWHEN IT’STRULY RELEVANT
  113. 113. TRUE TO THEZEITGEIST
  114. 114. www.springwise.com
  115. 115. Image source needed
  116. 116. Image source needed
  117. 117. TRUE TO THEBRAND’SPURPOSE
  118. 118. www.psfk.com
  119. 119. THEBRAND’SPASSION
  120. 120. TRUE TO THEBUSINESS’SPURPOSE
  121. 121. FEW BRANDS MANAGE TO FULFILL A PURPSE
  122. 122. BUTWHEN THEY DO…
  123. 123. gapingvoid.com
  124. 124. SUMMARY
  125. 125. 1.
  126. 126. GENERATION WHY
  127. 127. GENERATION WHY =ASKING WIIFM
  128. 128. WHAT’S IN IT FOR ME
  129. 129. 2.
  130. 130. THE 7Ps
  131. 131. Practical (time, energy, simple)Participatory (win/win value)People (social, P2P)Personalized (interactions, experiences, products)Pleasure (view, use)Play (games, gamification)Purpose (larger meaning)
  132. 132. Image source needed
  133. 133. PURPOSE PLAY PLEASUREPERSONALIZED PEOPLEPARTICIPATORY PRACTICAL
  134. 134. IT’S BACK TO BASICS, REALLY.Image source needed
  135. 135. 3.
  136. 136. DIGITAL =THE PLATFORM
  137. 137. “A clear majority of consumers’ affinityfor a brand is swayed, either positivelyor negatively, by their digital experiencewith that brand… digital experiencesdirectly correlate to purchasing behavior”Feed, The Razorfish Digital Brand Experience Report, 2009
  138. 138. THEEND

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