Users first: A presentation to IAB ireland dublin_oct_12

Don’t just advertise.Make people happy :-)

Or, The annoying problem of connected people.

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@martinbailie

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Isobar: 34 markets, digital strategy, creativity & technology

What do your users need?

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It’s unlikely to be advertising.

It’s more likely something your brand can do...

but your organisation can’t.

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12+ scrapped VOIP projects that would have killed the cash cow of fixed line.

Pioneer in digital imaging and online photo galleries, but didn’t think social.

vs

vs

vs

Even a digital native company couldn’t nurture its acquired start-up.

Business success in a digital age is defined less by the

WHATand more by the

HOW.

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Testlearntest

learn...

because no one knows the answer.

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What’s your customer experience strategy?

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Source: Forrester 2012

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prospect

potential employee

category influencer

employee

brand fan

USERS

partner

customer

Source: Aaron Shapiro

happy users =retention

acquisitionNPS

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Source: Forrester 2012

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Users are real. Treat us that way.

‘Designed for humans’As opposed to who?

“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

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Yet most large organisations are not focused on users.

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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:

53% German43% French38% UK

% of Companies making use of their ‘Big’ Data

Source: Forrester 2012, Vanson Bourne Big Data Report

So which brands are getting it right?

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Most aren’t.

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FAIL

Of 26k iOS apps registered a month, those not single minded enough fail

The simplest way to solve the problem

A platform for others

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The simplest way to solve the problem

A platform for others

So let’s apply this a client’s existing Value Network:

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Problem: Value Networks are complicated to navigate

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Problem: Value Networks are complicated to navigate

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The simplest way to solve the problem

A platform for others

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Prices problem solved

The simplest way to solve the problem

A platform for others

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File share problem solved Share files

The simplest way to solve the problem

A platform for others

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Easy computing problem solved

Computing passion shared

The simplest way to solve the problem

A platform for others

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Room problem solved

House design passion

The simplest way to solve the problem

A platform for others

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Keep fit problem solved

Keep fitpassion

The simplest way to solve the problem

A platform for others

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Designpassion

Save imagesproblem solved

The simplest way to solve the problem

A platform for others

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Finding your friends

The simplest way to solve the problem

A platform for others

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

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Social clutterproblem solved

The simplest way to solve the problem

A platform for others

http://www.glueisobar.com/en/work/toyota-yaris-social-snap-shot/

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Wanting more more more problem solved

The simplest way to solve the problem

A platform for others

http://www.glueisobar.com/en/work/adidas-d-rose-2/

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Getting a cold beer on a hot day

The simplest way to solve the problem

A platform for others

http://www.isobarmobile.com/en/work/m-vouchers/

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‘I’ll never be on Desert Island Discs’ problem solved

The simplest way to solve the problem

A platform for others

Music nostalgia passion

http://www.sixsongsof.me/

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Find a need,then simplify.

The simplest way to solve the problem

A platform for others

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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

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Digital natives disrupt

Technology to answer user need

Driven by the idea

Disruption is a business advantage

Being open is an advantage

Trade on user goodwill

Earn users

Simpler

Cheaper

Faster

Lower tech

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1. Most technology costs of entry have leveled2. Lean can be done by Big or Small companies

3. Big companies have distribution and insight in spades

The emerging Corporate Garage.

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An action plan

1) Get out of the office

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An action plan

2) Focus on users above all else

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An action plan

3) Think less

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An action plan

4) Get Lean

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An action plan

5) Love testing

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It’s a pain but..

If you don’t make your users happy,

someone else will ;-)

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Good luck!

@martinbailie