Summary of a presentation for Ahold Europe. However, due to confidentiality, several slides are left out.

1. How a branded app
can become a
community hub
Or: be a facilitator instead of an advertizer:
Or: sell memories instead of products
Or: turn a brand into a “person”
Or: attention-worthy
@mikedeblock for Ahold Europe
vrijdag 8 juli 2011

2. There is an app for..
Staying up at night
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3. There is an app for..
Staying up at night
Waking up
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4. There is an app for..
Staying up at night
Having
breakfast
Waking up
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5. There is an app for..
Staying up at night
Having
breakfast
Waking up
and saying
goodbye.....
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6. There is an app for..
Staying up at night
Having
breakfast
Waking up
and saying
goodbye.....
That!
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7. But most apps are being deleted within a month!
?
Apps shouldn’t focus on momentum, but facilitate value.
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8. an
s ed dw
de il
u
oc wi let l be
p f on um th ed
Ap nt m in
on a
e
o m th
m
Diesel App “be stupid at work” by turning FB wall
into an excel sheets
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9. A social layer should be added to a brand
by helping help out, surprise or inspire their users via
brand related experiences
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10. Mobile value via:
Convenience:
help people get things done easier
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11. Facilitate the best choice
As moms trust moms above all else
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12. User-generated content
If you're trying
to decide what
to eat, you
can...
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13. Mobile value via:
Relevance:
Like a friend, be there just when your
customer needs you the most.
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14. Prove that your brand is of added value via your
core values
By selling a memory instead of a product
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15. By helping out during 30 days of complete darkness
Complies with the belief statement from Tropicana
"Brighter mornings make for brighter days
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16. New Zealanders lack the ability to save as
impulsivly as they spend
Westpac helps to save via impulses
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17. Turning a frustrating situation in a comforting
experience
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18. Turning a frustrating situation in a comforting
experience
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19. Turning a frustrating situation in a comforting
experience
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20. Turning a frustrating situation in a comforting
experience
That what friends
are for!
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21. Mobile value via:
Entertainment:
Consistently offering fun at unexpected places
will expand into meaninful experiences
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22. Create mini
ambassadors for 7 days
50 meters
Turning Stockholm in a living board game
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23. Give extra reasons to visit your store by earning and
sharing attention
+30 sec
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24. Meant to enhance and challenge the
insights of your mates!
This is about anticipation, trusting your instincts to make
the right call in the moment
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25. Mobile value via:
Convenience:
help people get things done easier
Relevance:
Like a friend, be there just when your
customer needs you the most.
Entertainment:
Consistently offering fun at unexpected places
will expand into meaninful experiences
vrijdag 8 juli 2011

26. So commit acts to show the purpose of your brand
Since the degree of meaning (pull) determines the
strenght of your customer relation.
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27. while apps are
solely the facilitator
of meaningful
experiences
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28. But
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29. So what should an supermarket app offer
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30. Increasing the brand presence without
increasing the number of stores
Ide
pur a im
e
rch
as cha puls
P u pub se a
tra lic t
pla nspor
tfo
rm t
s
while the app is the facilitator of the experience
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31. a
Ide te a s
ta ces
acli on pro s
F ti
ec view
-sel cial re
pre a so
vi
Share
opinio
n
Filter reviews on app
per activity
Ex
am
ple
Study: concentration
Movie night: laidback
Gym: energy
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32. Design and post your own
sandwich on:
a nded
e br es..
ayb ich
M w
sand Use Idea
foo r-gene
dv
ia a rated
na
pp
Earn $ 0,25 credit
for every time your
burger is sold
Co
m
m
un Participation Co-creation
ity
hu
b
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33. connected
GetUpp uses peer
pressure and shame
Reward to keep you
motivated
Fail
Publicly
shared on
1 facebook
Ide
fac a
the ilitate
on carr
the ot
stic
k
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34. Idea
-
Drop songs, e
bo oks and
H
magaz ines at A
d
to go s tores an
positivly ay
d
influ ence the
ive info
exclus
Drop
objec digital
t in t
real he
worl
d
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35. Rew
wit ard
tekst h st
cre ore
dits
s
Task ucts
p rod out
Are sold- n of
g
b ein ntatio s
e t
P res roduc res
p o
the ess st
T idin
Ide
my a
sho stery
connected Community
ppe
rs
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36. You might forgot the examples and ideas I told you today
as you can find it all back on www.mikedeblock
But please remember these 3 things
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37. Attention and reputation are scarce in today’s
economy
So show who you are, don’t just say it
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38. By being convenient, relevant or entertaining
via brand related experiences
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39. as the value of a brand lies in it’s purpose and
not it’s products.
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40. I hope I was attention worthy
If so, spread the word
and if feel free to ask questions
mikedeblock@gmail.com
www.mikedeblock.com @mikedeblock
vrijdag 8 juli 2011