4. I. DIGITAL IS THE OPERATING
SYSTEM OF THE WORLD
Digital has got nothing to do with media
Tuesday, June 5, 2012
5. Advocacy drives growth
DIGITAL IS A
REVOLUTION IN
CONSUMER
BEHAVIOR
Tuesday, June 5, 2012
6. HOW DOES DIGITAL WORK:
CONVERSION THROUGH SHARING
active consumer: passive consumer:
searches for product excitement stumbles upon product excitement
SEO
Reviews
Ratings Content
Conversion boosters
Brand content
The
engine
for
digital
influence
is
sharing.
Sharing
impacts
both
the
ac8ve
searching
consumer
and
the
passive
consumer
who
discovers
stuff
they
love.
Tuesday, June 5, 2012
7. HOW COME THIS 10m2 BANGKOK
TAILOR IS SO SUCCESSFUL?
Tuesday, June 5, 2012
8. II. REED’s LAW
The value of a human network grows exponentially when every
node in the netwerk can form groups
Tuesday, June 5, 2012
9. Networked people generate
powerful network effects
1.
Crea(ve
capital
(e.g.
www.openideo.com)
2.
Financial
capital
(e.g.
www.kickstarter.com)
3.
Social
capital
(e.g.
#pukkelpop)
4.
Intellectual
capital
(e.g.
www.innocen(ve.com)
5.
Mobilising
power
(e.g.
Occupy,
Greenpeace)
Tuesday, June 5, 2012
11. AND YET WE KEEP
INSISTING THAT DIGITAL IS
A MEDIA THING. LETS DO
A VIRAL ON SOCIAL MEDIA
Tuesday, June 5, 2012
12. III. PERSUASION EATS STRATEGY
FOR BREAKFAST
The science of persuasion design is rapidly undermining the
relevance of classical branding
Tuesday, June 5, 2012
13. HOW DOES DIGITAL WORK:
CONVERSION THROUGH SHARING
active consumer: passive consumer:
searches for product excitement stumbles upon product excitement
SEO
Reviews
Ratings Content
Conversion boosters
Brand content
Persuasive
apps
such
as
Groupon,
vente-‐exclusive
hotelveilingen.nl,...
all
trigger
impulse
buying
...
Tuesday, June 5, 2012
14. Design for word of mouth:
It’s called “keep the change”, not Design for behavioral change:
“debet gold plus service” triggering automatic saving behavior
Design for excitement:
People connect with the idea, recommend it
and actuallystarted to follow their progress.
SUEAMSTERDAM
Tuesday, June 5, 2012
15. The best anti-smoking campaign is
about manipulating the choice architecture
Advertising
Smoking kills
Behavioral economics
Make smoking very expensive
SUEAMSTERDAM
Tuesday, June 5, 2012
17. How to convince ignorant online buyers of the danger of online counterfeit medicines
hIp://www.stuffworthsharing.com/medi-‐plaza/
SUEAMSTERDAM
Tuesday, June 5, 2012
18. Game Design
hIp://codingconduct.cc/Don-‐t-‐Play-‐Games-‐With-‐Me When
a
game
designer
looks
at
a
music
academy,
hIp://www.slideshare.net/dings/pawned-‐gamifica(on-‐and-‐its-‐discontents he
sees
a
broken
game
design.
Compare
that
to
Guitar
Hero.
hIp://www.youtube.com/watch?v=6Hafzkwdwho
(Dutch)
SUEAMSTERDAM
Tuesday, June 5, 2012
19. Persuasion Design
How to get more tips?
How to get more callers?
How to reduce non-show up?
SUEAMSTERDAM
Tuesday, June 5, 2012
20. IV. We’re on the verge of phase
change to a new economic
The crisis is a system crisis, not just a financial crisis
Tuesday, June 5, 2012
21. Nobel
prize
winning
economist
Joe
S?glitz:
“The shift necessitates a fundamental change in our prevailing theory of the
firm… The current theory holds that the singular goal of the corporation
should be shareholder value maximization. Instead, companies should place
customers at the center of the firm and focus on delighting them, while
earning an acceptable return for shareholders.”
Source: http://www.forbes.com/sites/stevedenning/2012/01/31/is-the-us-
in-a-phase-change-to-the-creative-economy/
Tuesday, June 5, 2012
22. IMPLICATIONS
FOR CREATIVE
IDEAS
Tuesday, June 5, 2012
26. What
sets
a
digital
branding
idea
apart
from
a
classical
branding
idea
is
not
the
use
of
media
but
the
way
it
takes
into
account
how
digital
people
make
decisions
today
Digital
ideas
aim
at
influencing
connected
people
through
leYng
them
stumble
upon
the
excitement
of
others.
Digital
ideas
generate
a
persuasive
chain
reac(on.
Some(mes
this
has
got
nothing
to
do
with
media
or
with
online.
Tuesday, June 5, 2012
27. Don’t design for impact
CREATE STUFF
WORTH
SHARING
Tuesday, June 5, 2012
33. NIKE RUNNING
BRAND COMMITMENT DIGITAL ECOSYSTEM SMART IDEAS
The
genuine
difference
the
brand
wants
From
traffic
and
reach
to
contact:
Ideas
that
fuel
interac<on,
excitement
to
make
in
people’s
life,
derived
from
A
lightweight
website and
advocacy.
Ideas
that
convert
fans
the
brand’s
DNA
into
followers
TO
LIBERATE
RUNNERS
FROM
BOREDOM
Facebook
as
Backbone
Tuesday, June 5, 2012
34. Embrace serendipity
CONVERSATION
MARKETING IS THE
NEW ADVERTISING
Tuesday, June 5, 2012