1. Don’t just advertise.
Make people happy :-)
Or, The annoying problem of
connected people.
@martinbailie
1

2. Isobar: 34 markets, digital
strategy, creativity & technology
2

3. What do your users need?
3

4. It’s unlikely to be advertising.
It’s more likely something your
brand can do...
but your organisation can’t.
4

5. vs
12+ scrapped VOIP projects that would have killed the cash cow of fixed line.
vs
Pioneer in digital imaging and online photo galleries, but didn’t think social.
vs
Even a digital native company couldn’t nurture its acquired start-up.
5

6. Business success in a digital
age is defined less by the
WHAT
and more by the
HOW.
6

7. Test
learn
test
learn...
because no one knows the answer.
7

8. What’s your customer
experience strategy?
Source: Forrester 2012
8

9. potential employee
employee
brand fan
prospect
USERS
category
customer
influencer
partner
Source: Aaron Shapiro 9

10. happy users =
retention
acquisition
NPS
Source: Forrester 2012
10

11. Users are real.
Treat us that way.
‘Designed for humans’
As opposed to who?
11

12. “The best innovative examples
we’ve seen, no matter how
beautiful or the tech involved
have a human truth right at
the centre of them.”
Will Sansom, Contagious Magazine
12

13. Yet most large
organisations are
not focused on users.
13

14. Under 50% of Fortune 500 have a
measurable Customer Experience
strategy & most of their staff don’t
think they have one.
While the average company is sitting on 658 TB of unused data:
% of Companies making use of their ‘Big’ Data
53% German
43% French
38% UK
Source: Forrester 2012, Vanson Bourne Big Data Report
14

15. So which brands are
getting it right?
15

16. Most aren’t.
16

17. Of 26k iOS apps registered a month,
those not single minded enough fail
The simplest
A platform
way to solve
for others
the problem
FAIL
17

18. So let’s apply this a client’s existing Value Network:
The simplest
A platform
way to solve
for others
the problem
18

19. Problem: Value Networks are complicated to navigate
19

20. Problem: Value Networks are complicated to navigate
20

21. The simplest A platform
way to solve for others
the problem
21

22. The simplest A platform
way to solve for others
the problem
Prices problem
solved
22

23. The simplest A platform
way to solve for others
the problem
File share
problem solved
Share files
23

24. The simplest A platform
way to solve for others
the problem
Easy computing Computing
problem solved passion shared
24

25. The simplest A platform
way to solve for others
the problem
Room problem House design
solved passion
25

26. The simplest A platform
way to solve for others
the problem
Keep fit Keep fit
problem solved passion
26

27. The simplest A platform
way to solve for others
the problem
Save images Design
problem solved passion
27

28. The simplest A platform
way to solve for others
the problem
Finding your
friends
28

29. Thinking ‘campaign’ and
trying to solve problems
creates an uneasy fit...
so we solve less critical problems...
29

30. The simplest A platform
way to solve for others
the problem
Social clutter
problem solved
http://www.glueisobar.com/en/work/toyota-yaris-social-snap-shot/
30

31. The simplest A platform
way to solve for others
the problem
Wanting more
more more
problem solved
http://www.glueisobar.com/en/work/adidas-d-rose-2/
31

32. The simplest A platform
way to solve for others
the problem
Getting a cold
beer on a hot day
http://www.isobarmobile.com/en/work/m-vouchers/
32

33. The simplest A platform
way to solve for others
the problem
‘I’ll never be on Music nostalgia
Desert Island Discs’ passion
problem solved
http://www.sixsongsof.me/
33

34. 34

35. The simplest A platform
way to solve for others
the problem
Find a need,
then simplify.
35

36. Digital native companies find it easier to
simplify than digital immigrant companies
Technology to answer user need Technology to answer business need
Driven by the idea Driven by marketing objectives
Disruption is a business advantage Disruption kills the cash cow
Being open is an advantage Being open is a threat
Trade on user goodwill Little room for failures
Earn users Buy users
36

37. Digital natives disrupt
Technology to answer user need
Simpler
Driven by the idea
Cheaper
Disruption is a business advantage
Faster
Being open is an advantage
Trade on user goodwill
Lower tech
Earn users
37

38. The emerging
Corporate Garage.
1. Most technology costs of entry have leveled
2. Lean can be done by Big or Small companies
3. Big companies have distribution and insight in spades
38

39. An action plan
1) Get out of the office
39

40. An action plan
2) Focus on users above all else
40

41. An action plan
3) Think less
41

42. An action plan
4) Get Lean
42

43. An action plan
5) Love testing
43

44. It’s a pain but..
If you don’t make
your users happy,
someone else will ;-)
44

45. Good luck!
@martinbailie
45