citizen marketers
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CITIZEN MARKETERSWhen People Are the Message
Alt-MBA Week 7
www.alt-mba.com
Presentation by Cassie Pruettcassie@reachgroupconsulting.com
“The message is simple:Control is
out of control.”
Meet the New Influencers - Filters
• Definition: Human wire services; filters and aggregators of information.
• Example: Hacking Netflix.com (created and run by a non-Netflix employee).
Meet the New Influencers - Filters- Fanatics
• Definition: True believers and evangelists; volunteer coaches / activists whoanalyze the progress of a brand, product, organization, or person and prescribeaction.•Example: McChronicles, written by a McDonald’s fanatic who wants the brand tobe “awesome.”
Meet the New Influencers - Filters- Fanatics- Facilitators
• Definition: Community creators.
• Example: Mini Cooper car owner and community organizer (www.mini2.com).
Meet the New Influencers - Filters- Fanatics- Facilitators- Firecrackers
• Definition: The one-hit wonders of
citizen marketers.
• Example: “Bowiechick” and her
tutorial video that drove camera sales.
People Are the Message Three Commonalities Among Citizen Marketers’ Work:
1. Personal Expression
2. Amateur Status
3. Freely Given
The 1 Percenters The 1% Rule:
About 1 percent of the total number of visitors to a democratized
forum will create content for it or contribute content to it. About
10 percent will interact with the content.
Therefore:
“Building a solid core of early adopting volunteers or
contributors is critical to creating a successfulcommunity-driven Web site or to launching a new product or
designing a grassroots campaign.”
The 1 Percenters Built the World’s Largest Encyclopedia:
The Democratization of Everything Technology Flattens the World:
- Over 1 billion people online; proliferation ofbroadband
- Virtual megaphones and platforms - from
digital cameras and cellphones to blogs
and social networks.
- Millions of people are content creators,
publishers, and broadcasters.
Creating a Democratized Community
The 6 Lessons of YouTube:1. Design and build with community as a founding
principle.
2. Make sharing content extremely easy.
3. Show statistics and flaunt data.
4. Allow for personalization of profile pages.
5. Create a simple, well-designed interface.
6. Provide a search functionality.
Hobbies and Altruism
Market-Helping Behavior:
- The behavior of everyday people who help one another with decisions on
what to buy and who to buy from.
- Four reasons for having market-helping behaviors:
1. Altruism
2. Personal relevance
3. Common good
4. Status
The Power of One
Memes and How They Spread:
- A meme is a catchphrase or concept that spreads quickly from person to
person via the Internet, much like an inside joke.
- Four stages of successful meme replication:
1. Assimilation - The meme is noticed, understood, accepted by the “host”
2. Retention - It’s embedded in memory
3. Expression - The idea takes some form
4. Transmission - It’s passed on to more people
The Power of One and Comcast
1. A citizen marketer creates remarkable content 2. Bloggers spread the surprising story
3. Traditional media outlets pick up the story4. The story lives forever in search
How to Democratize Your Business
The 3 C’s of Working with Citizen Marketers:
1.Contests
2.Co-Creation
3.Communities
The “3 C’s” in Action: Threadless
The Threadless Business Model:
- About 150 designs submitted daily bycommunity (2007)
- Community votes on favorites; 4-6 designspicked each week
- 1,200 shirts of each design printed- All sell-out in 6 months; 90% sell out
in 2 months
“Allow your content to be createdby the community. Put yourproject in their hands. Let yourcommunity grow itself, then rewardthem for making your projectpossible.”
Citizen Marketers and the Alt-MBA
Filters, Fanatics, Facilitators and Firecrackers - The 1 Percenters*
*This snapshot does notrepresent all of the amazingAlt-MBA contributors.
Share Your CM Stories
Alt-MBA Member Case Studies:
- How have you been a Citizen Marketer? Which “F” are you?
- What communities do you participate in?
- What brand(s) / organization(s) are equipping their
communities? Which ones are operating in the old way?
The BIG Question
How Do We (Alt-MBA) Get Betterat the 3 C’s?
What Are Your Ideas?
- What would make this program more relevant / compelling to you?
- How can we make community the Alt-MBA’s core competency?
- How do you want to contribute?
- How can we equip each other to be (better) citizen marketers?
- Insert your question here (in the discussion forum).
“The future is already here. It’s
just not very evenly distributed
yet.” - Wiliam Gibson
Now, go tell your friends…
Welcome to the Future of Education
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