It may sound very dull but open could represent the future for brand engagement. There’s plenty of talk about the UK Government’s Open Data initiative. Just a couple of years in and there are already some interesting projects. Take London’s Cycle Hire Scheme, Boris Bikes. Within days of the announcement there were iPhone apps-a plenty telling you where the nearest bike parks were, how many were there and so on. That was all thanks to open data. Boris and his chums didn’t need to build a complex app, all they had to do was get the information out there and someone would do something interesting with it.
So on to brands. Rather than spending lots of time and energy developing apps or mobile sites, why don’t they just open up their data and let other people use it in interesting ways? If consumers like it they’ll use it, if they don’t they won’t. Tesco’s already did this to some extent a few years ago, by creating an API into their online shopping, Tesco.com. Besides online stock and ordering they also have included their barcodes as part of the interface. They have around 1000 developers registered. And the great thing for Tesco’s is that their .com service can be used by any developer. It’s like a (free) affiliate scheme only much better.
Many online and social media brands know the value of open data. Google has a number of APIs, but the new kids on the block like Foursquare or Instagram have them from the word go. You only have to go to their sites to see how many great applications independent developers have created with this. Take Instagram. Someone I know has just produced a great little app called Instabam. It uses your location and shows photos from near where you are. Great, simple and fun.
So why doesn’t every supermarket do the same as Tescos? And whilst they are at it, they could do even more. Besides prices, stock and barcodes, why not include delivery logistics or store layouts? Someone will develop an app that shows you where your delivery van is, or takes you around the store via the fastest route based on your shopping list. It’s not just retail though, every brand should be doing it. How about banks? OK, they’re not going to open up APIs to our personal accounts, but what about all the other data they publish? Interest rates, insurance offers. Even the salaries of their directors – if they really think they are acceptable, then they should make them open data and let someone make an app with it.
How will people use all this data? Well, we don’t know. That’s the great thing about open data. Of course brands will worry about people ‘mis-using’ their information. However it’s no different than how a brand should approach social media. It’s like saying ‘we shouldn’t have a Twitter presence in case people say something bad about us’ (of course some brands actually do say that). In reality people will think and say bad things about your brand wherever they are, so it’s better to know and address it, surely? The same can be said about open data. It can bring out all kinds of things you would prefer people not to know. One teenager used the government’s data about department energy use to produce a chart showing the best and worst ministries. Some departments looked very bad, but it allowed those poor performing ones to look at the problem and address it. In the end brands need to realise that just like your Facebook Wall, open data is about democracy – let people use it, don’t try to control it.
In fact, if brands opened up all their data, then they need not worry about developing apps or mobile sites any more. Brands should think about it this way – if you open up your data then some bloke in Shoreditch wearing skinny jeans will come up with an application that you never thought of. And it will be great and it won’t cost you a penny. The only problem for me is that as a mobile strategist, brands will no longer need me and I’ll be out of a job!