Digital thinking has already changed business in several ways: 1) It has led companies to adopt more horizontal business models that leverage external resources through crowd-sourcing and open collaboration over traditional vertical models. 2) It has made reputation and personal recommendations more important influences on purchasing decisions, requiring companies to better measure and build their reputation. 3) Younger generations of digital natives expect more openness, authenticity, and two-way engagement from companies, leading many to listen and collaborate more with their customers.

1. How digital thinking has already changed business. [email_address] gluelondon.com

3. glue: ad agency, 100 people Anorak: web agency, 30 people superglue: interactive film: 10 people

4. campaigns continuous

5. saying doing

6. marketing business

8. Active learning doing is understanding involvement delivers belief

9. Involvement also aids recommendation Paul Marsden, LSE

10. “ Personal recommendations are rated #1 influence on purchase decisions across B2B and B2C sectors” KellerFay Group Word of Mouth research

11. “ Two thirds of the economy influenced by personal recommendations” McKinsey&Company “ 1 in 3 people come to a brand through personal recommendation” Weber Shandwick research

13. Naked brands everyone can see everything reputation is all

14. So how can we build a great reputation?

15. Start measuring it

17. It’s better to be interesting and wrong, than boring and right

18. You can’t bore people into buying

19. Start with interesting inputs . They’ll deliver shockingly new outputs .

20. “ A firm will tend to expand until the costs or organising an extra transaction within the firm become equal to the costs of carrying out the same transaction on the open market.” R Coarse, The Nature of the Firm, 1937 Ford River Rouge plant, 1930s

21. the internet = people, connected

22. Coarse’s Law If it’s cheaper to do it in the company, keep it there. If it’s cheaper to do it in the open market, do it there. Vertical business model Horizontal business model

23. Crowd sourcing David Perry, Top Secret, Acclaim games “ The combined intelligence of all these people is far beyond your own. While we want to think we've got all the best ideas it's just not true“

24. "Part of what's exciting about a developer community Lucian Beebe, director of product management, LinkedIn is you don't know what people are going to do,"

25. Gaming 3.0 "It's about community, collaboration and customisation” Sony

26. New outputs are being forced on companies Millennials will outnumber Boomers by 2010

28. If you’re going to play…

29. how? listen collaborate evolve

30. Getting it right

32. Missing the point

33. “ A protest was provoked by the opinion that the sampling is ‘fair use’ and that a statutory license should be provided in the same manner as if a song had been covered.”

34. inputs processes outputs service

35. inputs R&D Investment processes Procurement Producing Enabling outputs Marketing Sales Distribution service Post-purchase Connections Extensions

36. Inputs R&D Investment

40. Processes Procurement Producing Enabling

41. More visitors than levi.com & diesel.com combined

44. Outputs Marketing Sales Distribution

56. Service Post-purchase Connections Extensions

58. +

61. How?

62. start with a budget of £0

63. More is more

64. think company before brand

65. Open processes Brand helpers, access panels…

66. Multiple open initiatives Company/ Brand’s stories A ‘collaborative’ future Brand helpers Bottom up Trial and error Consensus

67. where? Traditional Advertising Sponsorships Partnerships Advergames Mobile PPC .com .mobi Widgets RSS Feeds Social Networks Blogs Mashups Affilates Applications Micro-sites BOUGHT OWNED EARNED

68. Email 87% Web 91% Search Engines 78% Social Networks 67% MySpace 68% Forums 44% Writes Blogs 29% Hobby / community site 29% Instant messenger 33% Mobile 86% Downloaded Ringtones 51% MMS 66% Application / Games 77% Internet access % Text 97% Take picture 87% Instant messenger 83% Gaming 91% 18 – 23 year olds going out more than twice a week Downloaded Music 52% Downloaded Wallpapers 30% Friends Reunited 21% Facebook 59% YouTube 84% Share / manage photos 51% Watch videos 81% Podcast 25% Bebo 55% Flickr 19% Source: CCS Media & Client Study (January 2008) men. Population: 3,494 (000)

69. optimise everything that moves

70. Good luck! [email_address]