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CITIZEN MARKETERS When People Are the Message

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This is a review of "Citizen Marketers: When People Are the Message" by Ben McConnell and Jackie Huba for Week 7, 2009 of the Alt-MBA Program (www.alt-mba.com).

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Page 1: Citizen Marketers

CITIZEN MARKETERSWhen People Are the Message

Page 2: Citizen Marketers

Alt-MBA Week 7

www.alt-mba.com

Presentation by Cassie [email protected]

Page 3: Citizen Marketers

“The message is simple:Control is

out of control.”

Page 4: Citizen Marketers

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).

Page 5: Citizen Marketers

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.”

Page 6: Citizen Marketers

Meet the New Influencers - Filters- Fanatics- Facilitators

• Definition: Community creators.

• Example: Mini Cooper car owner and community organizer (www.mini2.com).

Page 7: Citizen Marketers

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.

Page 8: Citizen Marketers

People Are the Message Three Commonalities Among Citizen Marketers’ Work:

1. Personal Expression

2. Amateur Status

3. Freely Given

Page 9: Citizen Marketers

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.”

Page 10: Citizen Marketers

The 1 Percenters Built the World’s Largest Encyclopedia:

Page 11: Citizen Marketers

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.

Page 12: Citizen Marketers

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.

Page 13: Citizen Marketers

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

Page 14: Citizen Marketers

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

Page 15: Citizen Marketers

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

Page 16: Citizen Marketers

How to Democratize Your Business

The 3 C’s of Working with Citizen Marketers:

1.Contests

2.Co-Creation

3.Communities

Page 17: Citizen Marketers

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.”

Page 18: Citizen Marketers

Citizen Marketers and the Alt-MBA

Filters, Fanatics, Facilitators and Firecrackers - The 1 Percenters*

*This snapshot does notrepresent all of the amazingAlt-MBA contributors.

Page 19: Citizen Marketers

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?

Page 20: Citizen Marketers

The BIG Question

How Do We (Alt-MBA) Get Betterat the 3 C’s?

Page 21: Citizen Marketers

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).

Page 22: Citizen Marketers

“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