FREE ENERGY

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


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


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


Anyway, I work here:


We do lot of different things

Which makes explaining ourselves difficult

Sorry about that.

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.

http://www.nataliedee.com/

DIS RU PT
ER SUA DE
P

Sounds like it belongs to this world.
Do this, not that.

NEVER FORCE IT

If it feels like a fight, there’s something wrong

It shouldn’t feel like this at all:


ORGANISATIONS SPEND A
LOT OF ENERGY TRYING TO
GET PEOPLE TO SPEND THEIR
ENERGY DIFFERENTLY.

Like I said, weird.

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

A way less wasteful of energy.


And it’s called:

FR R E Y
E G
E N E

LET’S LOOK AT
CONSUMER ENERGY FIRST


IS IT WORTH IT?
Is what they’re getting out of it worth the effort
needed to participate?


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?


CUSTOMER

You’re just going to have to go with me on this ;)

Run around collecting the good stuff

REWARD


Try not to get too spanked

REWARD VS ENERGY


In our world, though...

REWARD

= Entertainment

= Utility

= Inspiration


ENERGY

= Pay attention

= Think

= Do something


THE GOLDEN RULE


DON’T BE MEAN:

CUSTOMER

ENERGY

REWARD


BE GENEROUS:

CUSTOMER

ENERGY

REWARD


Get a BIG reward (like a level-complete)
and your energy gets replenished!

CUSTOMER

ENERGY

REWARD

You find energy you didn’t know you had

THAT’S MOTIVATION!


THIS MOTIVATION IS WHAT
PROPELS PEOPLE ALONG
THE CONSUMER JOURNEY

LEVEL

1ST CONTACT PURCHASE

MOTIVATION POOR


MOTIVATION RICH


ARE YOU GETTING
IT RIGHT?


ENERGY

REWARD


(The desire to do this already existed)

HOW DO YOU KNOW
WHEN YOU’RE ASKING
TOO MUCH OF PEOPLE?


You just know.

Don’t be arrogant / ignorant.

Aside: You can ask lots of people,
but you have to give a lot more

LET’S ASK SOME BIG
QUESTIONS
IN BIG, BRIGHT TYPE!


W AN
O C
H E
1. L
L T K OF
IT S
E
W PLE A ?
P E O

Yes, I suppose so..

LEVEL


But we want to involve/seduce people

THE DO ONE SIMPLE
THING APPROACH


NICE.


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 DOING


Keep drinking water, simply
acknowledge the privilege

Keep commuting to work,
but enjoy it more than usual...


Keep going about your business,
but let us help you save

Keep buying stuff you like, we’ll
do more with your money

Just sit there


Guilt-free. Enjoy.

The most self-indulgent thing of all...


CUSTOMER

ENERGY

REWARD

Reward people for what they’re already
doing, motivate them to get more involved.

OK, WHAT ABOUT
ORGANISATIONS’ ENERGY?


ORGANISATION VALUE

That value is the result of cash and sweat

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

Existing rituals : The Guardian newspaper uses
hand-stamps at clubs to reach its audience

Existing culture : A piece of reactive marketing for
B&Q, doing a lo-fi version of Turner Prize winner

Existing distribution : Using Coca-Cola’s global
distribution network to provide aid

Existing excitement : Piggybacking the frenzy
on the day the iPhone was launched.

EVERY DAY, BILLIONS OF
PEOPLE DO THINGS
WHETHER YOU ASK THEM
TO OR NOT.


NATURAL ENERGY

http://www.direct2agents.com/custom/People%20Cheering.jpg

IS THERE ENOUGH ENERGY
IN THE WORLD ALREADY?


Wind Farm Wave Farm


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


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!


NOT DISSIMILAR

Wave Farm People Farm


. C N L’
A A
4 TUR N
‘ A
N RGY R U
E E
N IDEA S ?
O U R

HOW DO YOU TAKE
ADVANTAGE OF THE
WAVES OF HUMAN ENERGY
ALREADY OUT THERE?


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.

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.

IN YOUR SHOES

Same thing again: Lots of individuals feed a
system that gains exponentially in value, for
everyone, as a result.

ECO-SYSTEMS
RE-CHANNELLING
EXISTING ENERGY


ECO-SYSTEMS
RE-CHANNELLING
EXISTING ENERGY
THE IMPO
RTANT B
IT


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


BUT AREN’T ONLY
CERTAIN KINDS OF
BEHAVIOURS VISIBLE?

http://sitemaker.umich.edu/pavelka/ﬁles/cunningham-dance.jpg

More behaviour is becoming more visible


And not just the sitting indoors, clicky kind

This behaviour is being rewarded in ways
then inspires new behaviour. It all feeds
the same system.

This is only going to increase...


We’re seeing existing human activity flow
around the world like ocean currents

WHY FIGHT AGAINST
THE CURRENT?


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


DISRUPT
PERSUADE

HELP

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


A SMOOTH TRANSITION

LEVEL



A BEHAVIOUR ‘SHIFT’

WHAT YOU’D LIKE
THEM TO DO
WHAT THEY’RE
DOING NOW



A BEHAVIOUR ‘SHIFT’

RUNNING
WITH NIKE+

RUNNING



IT SHOULDN’T
FEEL LIKE THIS...


IT SHOULD FEEL
LIKE THIS...


IF YOU CAN ACHIVE THAT...

CUSTOMER ORGANISATION

PEOPLE WILL LOVE YOU FOREVER

@andywhitlock
nowincolour.com


FREE ENERGY

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