Guide Live: Why experience is more important than ever
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Transcript of Guide Live: Why experience is more important than ever
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Guide Live, Thursday 6th June 2013
Amplify x People-Made
THE BRAND IS WHAT THE BRAND DOES. WHY EXPERIENCE IS MORE IMPORTANT THAN EVER
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1. BRANDS HAVE CHANGED 2. BRAND CULTURE – INSIDE-OUT 3. A FEW SHORT STORIES
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1. BRANDS HAVE CHANGED
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1. DIGITAL 2. SOCIAL 3. SOCIETY
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THE SOCIAL AGE OF TRANSPARENCY
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CONSUMERS HAVE… · MASSIVE CHOICE · INSTANT ACCESS · TOOLS TO COMPARE
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CONSUMERS CAN… · SEE THE WHOLE PICTURE · SHARE YOUR MISTAKES IN REAL-TIME
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CONSUMERS FEEL… · DIMINISHED TRUST · THEY BELIEVE IT WHEN THEY SEE IT
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WHAT DOES THIS MEAN? ??
? ?
? ?
? ?
?
?
?
?
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THE BRAND IS WHAT THE BRAND DOES.
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BRANDS ARE… · AUTHENTIC EXPERIENCES · MADE BY MANY · REALTIME AND CHANGING · BUILT ON A STRONG PURPOSE
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THE WALLS HAVE COME DOWN
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2. BRAND CULTURE
INSIDE-OUT
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THREE - CONSUMERS
MEET THE ONE..
SPOTIFY NOW PLAYING
MUMS ON-THE-GO
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MEANWHILE, TO STAFF…
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MAIDENHEAD HQ
GLASGOW CALL-CENTRE MUMBAI CALL-CENTRE
IN-STORE
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BRIEF: HOW DO WE GET THREE TO LOVE
THREE?
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A JOB AN EMPLOYEE EXPECTED MARKETING SPIEL A COG IN THE MACHINE
> PROUD OF WHAT YOU DO > A COMPANY > REMARKABLE > EVERYDAY SOUNDBYTES > PART OF THE SOLUTION
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b
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THREE
BREATHE THEIR ENVIRONMENT
FEEL PART OF LAUNCHES
GET IN ON THE FUN STUFF
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AS SIMPLE AS A GOOD LEVEL OF BASIC EXPERIENCE
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ENGAGEMENT – TWO DIFFERENT KINDS
THE GOOD KIND
FOCUSES OUTSIDE
CUSTOMERS AND SERVICE EXPERIENCE AS THE END GOAL
THE BAD KIND
ONLY THINKS INSIDE
EMPLOYEE ENGAGEMENT AS THE END GOAL
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DIFFERENT EXPERIENCES…
CONSUMER PARTY STAFF PARTY
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WE NEED TO BUILD A STRONG PURPOSE
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IF YOU WANT TO BUILD A SHIP, DON’T DRUM UP PEOPLE TO COLLECT THE WOOD AND ASSIGN THEM TASKS AND WORK. INSTEAD, TEACH THEM TO YEARN FOR THE VAST AND ENDLESS SEA
Antoine de Saint-Exupery, French Novelist and Pilot, 1900-1944
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3. A FEW SHORT STORIES
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PEOPLE
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YOUR STAFF. YOUR ADVOCATES.
Three
IT’S OUR TIME.
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Three
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EVERYONE’S AN ADVOCATE.
PlayStation
GAME ON.
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PlayStation
START WITH YOUR STAFF
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PlayStation
ANNOUNCE- MENT
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PlayStation
TERRITORY ROLL-OUT
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PlayStation
ACCESS: THE CORE FANS
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PlayStation
THE MAIN- STREAM
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PlayStation
IN-STORE
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BEING A FASHION AUTHORITY
TOPSHOP
YOUR STYLE.
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PROMISES
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100% CUSTOMER FOCUS, NO TIME LIMITS.
Zappos
NO SCRIPTS.
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TRANSFORMING A BUSINESS, TO FLY TO SERVE
BA
MAKE IT REAL
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TAKE YOUR STAFF ON A JOURNEY.
Eurostar
ALL ABOARD.
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Eurostar
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Eurostar
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Eurostar
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Eurostar
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Eurostar
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Eurostar
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PURPOSE
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CLOSING ITS TAX AVOIDANCE UNIT.
Barclays
PAY TAX.
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PURPOSE BEFORE PROFIT.
Patagonia
DON’T BUY.
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STARTING A MOVEMENT FOR CHANGE
Nike Foundation
GIRL EFFECT.
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Nike Foundation
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The Girl Effect
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The Girl Effect
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WHAT DOES THAT ALL MEAN?
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TOGETHER WE CAN HELP BRANDS… · BE MADE BY THEIR PEOPLE · KEEP THEIR PROMISES · STAY TRUE TO THEIR PURPOSE · DELIVER EXPERIENCES THAT INSPIRE FANDOM
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THANKS @WEAREAMPLIFY @WEAREPEOPLEMADE