How digital thinking has already changed business.martin@gluelondon.comgluelondon.com

with contributions from Paul Marsden, Eskil Anderson, numerous flickr folk

glue who?

One the world’s most awarded agencies

Most respected agency 4 years running (NMA)

Top 100 companies to work for 2 years running (Sunday

Times)

campaigns continuous

saying doing

marketing business

?????We just have to keep

experimenting

Active learning

doing is understanding

involvement delivers belief

Paul Marsden, LSE

Involvement also aids recommendation

“Personal recommendations are rated #1 influence on purchase decisions across

B2B and B2C sectors”

KellerFay GroupWord of Mouth research

“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

Naked brands

everyone can see everything

reputation is all

So how can we build a great reputation?

Start measuring it

Murder the sacred cows

And replace them with interesting ones

It’s better to be interesting and

wrong,

than boring and right

You can’t bore people into

buying

Start with interesting

inputs.

They’ll deliver shockingly new

outputs.

“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

the internet = people, connected

Coarse’s LawIf 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

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“

"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,"

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

Sony

Millennials will outnumber Boomers by 2010

New outputs are being forced on companies

If you’re going to play…

how?

listen

collaborate

evolve

Getting it right

leading by listening

Barack listened to a post-boomer society

Openness to the reality of how we communicate Recognition of desire for ‘authentic’ products Support for distaste of ‘top-down’ sales pitches

‘Obamamaniacs’ can set up a blog, send ideas to

Obama, fundraise online, organise an event, get widgets and scripts to

telemarket

“Not only do people feel they know who he is,

they feel trusted to share their views…getting constant feedback”

Missing the point

“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.”

inputs processes outputsservice

inputs

R&DInvestment

processes

Procurement ProducingEnabling

outputs

MarketingSalesDistribution

service

Post-purchaseConnectionsExtensions

Inputs R&D

Investment

Processes Procurement

ProducingEnabling

More visitors

than levi.com

& diesel.co

m combined

Outputs Marketing

SalesDistribution

Service Post-purchaseConnectionsExtensions

+

How?

start with a budget of £0

More is more

think company before brand

Open processes

Brand helpers, access panels…

Multiple open initiatives

Company/Brand’s stories

A ‘collaborative’ future

Brand helpers

Bottom up

Trial and error

Consensus

where?Traditional Advertising

Sponsorships

Partnerships

Advergames

MobilePPC

.com

.mobi

Widgets

RSS Feeds

SocialNetworks

Blogs

Mashups

Affilates Applications

Micro-sites

BOUGHT

OWNEDEARNED

Email87%

Web91%

Search Engines78%

Social Networks67%

MySpace68%

Forums44%

Writes Blogs29%

Hobby /community site

29%

Instant messenger33%

Mobile86% Downloade

dRingtones

51% MMS66%

Application / Games

77%

Internet access%

Text97%

Take picture87%

Instantmessenger

83%

Gaming91%

18 – 23 year olds going out more than twice a week

DownloadedMusic

52%

DownloadedWallpapers

30%

Friends Reunited21%

Facebook59%

YouTube84%

Source: CCS Media & Client Study (January 2008) men. Population: 3,494 (000) 

Share / managephotos

51%

Watch videos81%

Podcast25%

Bebo55%

Flickr19%

optimise everything that

moves

Good luck!martin@gluelondon.com