So it turns out that choice actually keeps us afraid....whoever would have guessed....
system two
start-up thinking in the enterprise
Tuesday, 26 July 2011
The tyranny of choice
So it turns out that choice actually keeps us afraid....whoever would have guessed....
Monday, 25 July 2011
Monday, 27 June 2011
Country by country social behaviours....
Often we have quite a time explaining to clients user behaviours differ between countries. This infographic captures the point nicely. To be clear - the data on which this is based is "declared behaviour" - data from people filling in surveys as opposed to our approach, which is pure listening - actual.
The point being - people use the web very differently around the globe - the idea of a global propositon for a brand, that speaks to everyone in the same way (unless your'e a utility / platform - Google / Facebook) doesn't make much sense.
The point being - people use the web very differently around the globe - the idea of a global propositon for a brand, that speaks to everyone in the same way (unless your'e a utility / platform - Google / Facebook) doesn't make much sense.
Thursday, 23 June 2011
Sunday, 12 June 2011
The Social Business Value Map
There is a lot of talk about social business and how each department within a brand can harness social media.
To clarify some of the issues, I took front line social business units within an organisatiuon and described a single, basic objective for each department. I then mapped those onto some of the most widely understood startegies being used by different brands, to see which strategies supported which goals
Finally I mapped measures against each strategy.
Biggest take away?
Look how (relatively) balanced it is.
Social media really is impacting across the business. No wonder brands struggle when they leave it to the marketing department!
Friday, 10 June 2011
Monday, 9 May 2011
Reflections on the agency model
The world is changing for agencies. Revenues from traditional offline products and services are declining. Digital per se is not the answer. Much of what would be considered traditional digital work (website development, search, SEO etc) is now a highly commoditised offering wafer thin margins.
From the client perspective, the world is fragmenting. Meaning brands are finding it increasingly difficult to engage and retain customers.
A successful agency model would reconcile these 2 positions. Finding products and services that offer sufficiently high barriers to entry that margins won’t be eroded in the medium term, whilst offering brands a solution to their differentiation and customer engagement issues.
In a world where the “work” is a commodity, but understanding what that work is, is increasingly hard. An agency must then logically sell understanding.
That understanding is, at its core, the understanding of customer.
From the client perspective, the world is fragmenting. Meaning brands are finding it increasingly difficult to engage and retain customers.
A successful agency model would reconcile these 2 positions. Finding products and services that offer sufficiently high barriers to entry that margins won’t be eroded in the medium term, whilst offering brands a solution to their differentiation and customer engagement issues.
In a world where the “work” is a commodity, but understanding what that work is, is increasingly hard. An agency must then logically sell understanding.
That understanding is, at its core, the understanding of customer.
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