2. 2
Dave Balter Bzzagent.com
Scott Cook* Intuit Simon Guild MTV Europe
Jeff Howe* Wired Jeffrey Kalmikoff Threadless
Victoria Kartashova Syzygy Steve Knox P&G
(Vocalpoint) Martin Oetting European School of
Management Mary Ralles P&G (Connect +
Develop) Katarina Skoberne OpenAd Dwayne
Spradlin InnoCentive Don Tapscott* Wikinomics
Kelly Thompson iStockphoto
Syzygy Research / Web 2.0
3. 3
Brand Cat
Autism Litters
Sea Your
Squirts Salary
42. 37
Bran
The Sally-Anne Test Auti d
sm
But Wait / Solutions to Which Problems?
43. 37
Bran
The Sally-Anne Test Auti d
sm
Imagine two children, Sally and Anne, playing together:
But Wait / Solutions to Which Problems?
44. 37
Bran
The Sally-Anne Test Auti d
sm
Imagine two children, Sally and Anne, playing together:
Sally has a basket; Anne has a box.
But Wait / Solutions to Which Problems?
45. 37
Bran
The Sally-Anne Test Auti d
sm
Imagine two children, Sally and Anne, playing together:
Sally has a basket; Anne has a box.
Sally puts a marble in her basket and then leaves.
But Wait / Solutions to Which Problems?
46. 37
Bran
The Sally-Anne Test Auti d
sm
Imagine two children, Sally and Anne, playing together:
Sally has a basket; Anne has a box.
Sally puts a marble in her basket and then leaves.
While Sally is away and cannot watch, Anne takes the
marble out of Sally's basket and puts it into her box.
But Wait / Solutions to Which Problems?
47. 37
Bran
The Sally-Anne Test Auti d
sm
Imagine two children, Sally and Anne, playing together:
Sally has a basket; Anne has a box.
Sally puts a marble in her basket and then leaves.
While Sally is away and cannot watch, Anne takes the
marble out of Sally's basket and puts it into her box.
When Sally returns, where will she look for her marble?
But Wait / Solutions to Which Problems?
48. 38
Bran
Auti d
sm
But Wait / Solutions to Which Problems?
49. 38
Bran
Auti d
sm
80% of CEO’s believe their brand delivers a
superior experience...
But Wait / Solutions to Which Problems?
50. 38
Bran
Auti d
sm
80% of CEO’s believe their brand delivers a
superior experience...
...8% of their brand users agree
But Wait / Solutions to Which Problems?
84. 66
1. Start Small
2. Remember the 90:9:1 Rule
3. Get the Motivational Mix Right
4.
Deal with Sturgeon’s Law
5.
Harness Joy’s Law
6. KISS: Keep it Short & Simple
7. Target Communities of Practice
8. Manage the Process
9. Get Legal Involved
10. Promote the Platform
Idea Platforms & Participatory Marketing / 10 Insights