Uploaded byMike de Block
Presentation ahold public
The document discusses how branded apps can evolve from mere advertising to serving as community hubs that provide value through user-centric experiences. It emphasizes the importance of convenience, relevance, and entertainment in enhancing brand presence and customer engagement. By focusing on facilitating meaningful interactions rather than simply selling products, brands can establish stronger connections with their users.
Presentation ahold public
- 1. How a brandedapp can become a community hub Or: be a facilitator instead of an advertizer: Or: sell memories instead of products Or: turn a brand into a “person” Or: attention-worthy @mikedeblock for Ahold Europe vrijdag 8 juli 2011
- 2. There is anapp for.. Staying up at night vrijdag 8 juli 2011
- 3. There is anapp for.. Staying up at night Waking up vrijdag 8 juli 2011
- 4. There is anapp for.. Staying up at night Having breakfast Waking up vrijdag 8 juli 2011
- 5. There is anapp for.. Staying up at night Having breakfast Waking up and saying goodbye..... vrijdag 8 juli 2011
- 6. There is anapp for.. Staying up at night Having breakfast Waking up and saying goodbye..... That! vrijdag 8 juli 2011
- 7. But most appsare being deleted within a month! ? Apps shouldn’t focus on momentum, but facilitate value. vrijdag 8 juli 2011
- 8. an s ed dw de il u oc wi let l be p f on um th ed Ap nt m in on a e o m th m Diesel App “be stupid at work” by turning FB wall into an excel sheets vrijdag 8 juli 2011
- 9. A social layershould be added to a brand by helping help out, surprise or inspire their users via brand related experiences vrijdag 8 juli 2011
- 10. Mobile value via: Convenience: help people get things done easier vrijdag 8 juli 2011
- 11. Facilitate the bestchoice As moms trust moms above all else vrijdag 8 juli 2011
- 12. User-generated content If you're trying to decide what to eat, you can... vrijdag 8 juli 2011
- 13. Mobile value via: Relevance: Like a friend, be there just when your customer needs you the most. vrijdag 8 juli 2011
- 14. Prove that yourbrand is of added value via your core values By selling a memory instead of a product vrijdag 8 juli 2011
- 15. By helping outduring 30 days of complete darkness Complies with the belief statement from Tropicana "Brighter mornings make for brighter days vrijdag 8 juli 2011
- 16. New Zealanders lackthe ability to save as impulsivly as they spend Westpac helps to save via impulses vrijdag 8 juli 2011
- 17. Turning a frustratingsituation in a comforting experience vrijdag 8 juli 2011
- 18. Turning a frustratingsituation in a comforting experience vrijdag 8 juli 2011
- 19. Turning a frustratingsituation in a comforting experience vrijdag 8 juli 2011
- 20. Turning a frustratingsituation in a comforting experience That what friends are for! vrijdag 8 juli 2011
- 21. Mobile value via: Entertainment: Consistently offering fun at unexpected places will expand into meaninful experiences vrijdag 8 juli 2011
- 22. Create mini ambassadors for 7 days 50 meters Turning Stockholm in a living board game vrijdag 8 juli 2011
- 23. Give extra reasonsto visit your store by earning and sharing attention +30 sec vrijdag 8 juli 2011
- 24. Meant to enhanceand challenge the insights of your mates! This is about anticipation, trusting your instincts to make the right call in the moment vrijdag 8 juli 2011
- 25. Mobile value via: Convenience: help people get things done easier Relevance: Like a friend, be there just when your customer needs you the most. Entertainment: Consistently offering fun at unexpected places will expand into meaninful experiences vrijdag 8 juli 2011
- 26. So commit actsto show the purpose of your brand Since the degree of meaning (pull) determines the strenght of your customer relation. vrijdag 8 juli 2011
- 27. while apps are solely the facilitator of meaningful experiences vrijdag 8 juli 2011
- 28.
- 29. So what shouldan supermarket app offer vrijdag 8 juli 2011
- 30. Increasing the brandpresence without increasing the number of stores Ide pur a im e rch as cha puls P u pub se a tra lic t pla nspor tfo rm t s while the app is the facilitator of the experience vrijdag 8 juli 2011
- 31. a Ide te a s ta ces acli on pro s F ti ec view -sel cial re pre a so vi Share opinio n Filter reviews on app per activity Ex am ple Study: concentration Movie night: laidback Gym: energy vrijdag 8 juli 2011
- 32. Design and postyour own sandwich on: a nded e br es.. ayb ich M w sand Use Idea foo r-gene dv ia a rated na pp Earn $ 0,25 credit for every time your burger is sold Co m m un Participation Co-creation ity hu b vrijdag 8 juli 2011
- 33. connected GetUpp uses peer pressure and shame Reward to keep you motivated Fail Publicly shared on 1 facebook Ide fac a the ilitate on carr the ot stic k vrijdag 8 juli 2011
- 34. Idea - Drop songs, e bo oks and n mag azines i d s tores an positivly ay d influ ence the ive info exclus Drop objec digital t in t real he worl d vrijdag 8 juli 2011
- 35. Rew wit ard tekst h st cre ore dits s Task ucts p rod out Are sold- n of g b ein ntatio s e t P res roduc res p o the ess st T idin Ide my a sho stery connected Community ppe rs vrijdag 8 juli 2011
- 36. You might forgotthe examples and ideas I told you today as you can find it all back on www.mikedeblock But please remember these 3 things vrijdag 8 juli 2011
- 37. Attention and reputationare scarce in today’s economy So show who you are, don’t just say it vrijdag 8 juli 2011
- 38. By being convenient,relevant or entertaining via brand related experiences vrijdag 8 juli 2011
- 39. as the valueof a brand lies in it’s purpose and not it’s products. vrijdag 8 juli 2011
- 40. I hope Iwas attention worthy If so, spread the word and if feel free to ask questions mikedeblock@gmail.com www.mikedeblock.com @mikedeblock vrijdag 8 juli 2011