freemavens :: the	
  creative	
  tech	
  company
hi@freemavens.com
Andrzej Moyseowicz
Innovation Partner, Co-Founder
@on_j...
ADVERTISING
ADVOCACY
vs
Cross	
  the	
  line	
  and	
  set	
  up	
  camp.
ADVOCACY
THE	
  PATH	
  TO	
  ENLIGHTENED	
  
CAPITALISM...
ADVOCACY
THE	
  CREATIVE	
  REMIT	
  IS	
  DICTATED	
  
BY	
  ADVOCATES.
NEW PRODUCTS
EVENTS
APPs
Utility
FILM
SOCIAL
TRIA...
#FHS
THE	
  CREATIVE	
  BENCHMARK?
“Our	
  new	
  job	
  is	
  to	
  
get	
  consumers	
  to	
  do	
  
our	
  old	
  job	
  for	
  us.”
freemavens
WHO	
  ARE	
  MAVENS*	
  &	
  
WHY	
  FOCUS	
  ON	
  THEM?
freemavens
*mavens	
  =	
  old	
  yiddish	
  word	
  for	
  som...
MAVENS	
  DRIVE	
  
CONNECTIONS
10
mavens
100	
  
people
CONSUMERS
Average	
  Social	
  
Network	
  Size
>600	
  Connectio...
150x
10
90
CASUALS
mavens
100	
  
people
CONSUMERS
Message
frequency
1.2x
1x
Sources:	
  McKinsey	
  Quarterly	
  WOM	
  2...
freemavens
freemavens::
What	
  we	
  do	
  for	
  brands:
freemavens
PURPOSE
freemavens
PURPOSE
#EarthHack
IF	
  YOU	
  ONLY	
  TWEET	
  ONE	
  THING...
mblr.co/18tVEEG
#EarthHack
@on_jay
@play_marblar
Enter #EarthHack contest to...
MAVEN	
  MAPPING
freemavens
MAVEN	
  MAPPING:	
  WHY	
  DO	
  
SOCIAL	
  LISTENING	
  IF	
  YOU	
  CAN	
  
MAP	
  OUT	
  REAL	
  INFLUENCE?
freemavens
MAVEN	
  MAPPING:	
  WHATS
Lot	
  of	
  generic	
  cha.er,	
  >75%	
  in	
  social	
  pla7orms	
  
rather	
  than	
  mains...
MAVEN	
  MAPPING:	
  WHERE
freemavens
Top	
  Communi;es:
1. Sport
2. Love	
  and	
  family
3. IT	
  &	
  Tech
4. Automo;ve...
MAVEN	
  MAPPING:	
  WHERE
MAVEN	
  MAPPING:	
  WHOs
We	
  can	
  iden;fy	
  dispropor;onately	
  influen;al	
  individuals	
  that	
  are	
  not	
  a...
MAVEN	
  MAPPING:	
  WHOs
We	
  can	
  track	
  those	
  who	
  are	
  most	
  
engaged...	
  or	
  should	
  be!
CREATIVE	
  &	
  MAVEN	
  MEDIA
freemavens
THE	
  COUCH
THE	
  COUCH
???????
Deaths	
  caused	
  by	
  
'legal	
  highs'	
  rises	
  4x
Deaths	
  which	
  were	
  linked	
  to	
  the	
  use	
  of	
  ...
Chris	
  Palengat
STRATEGIC
Business
James	
  Isaac
Callum	
  Negus-­‐
Fancey
CREATIVE
Technology/AcFvaFon
CreaFve	
  tech...
freemavens :: the	
  creative	
  tech	
  company
visit us at freemavens.com
like us at fb.com/freemavens
follow us @freema...
Advertising vs Advocasy by Andrzej Moyseowicz at ICEEFEST 2013
Advertising vs Advocasy by Andrzej Moyseowicz at ICEEFEST 2013
Advertising vs Advocasy by Andrzej Moyseowicz at ICEEFEST 2013
Advertising vs Advocasy by Andrzej Moyseowicz at ICEEFEST 2013
Advertising vs Advocasy by Andrzej Moyseowicz at ICEEFEST 2013
Advertising vs Advocasy by Andrzej Moyseowicz at ICEEFEST 2013
Advertising vs Advocasy by Andrzej Moyseowicz at ICEEFEST 2013
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Advertising vs Advocasy by Andrzej Moyseowicz at ICEEFEST 2013

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Advertising vs Advocasy by Andrzej Moyseowicz at ICEEFEST 2013

  1. 1. freemavens :: the  creative  tech  company hi@freemavens.com Andrzej Moyseowicz Innovation Partner, Co-Founder @on_jay #freemavens
  2. 2. ADVERTISING ADVOCACY vs Cross  the  line  and  set  up  camp.
  3. 3. ADVOCACY THE  PATH  TO  ENLIGHTENED   CAPITALISM...
  4. 4. ADVOCACY THE  CREATIVE  REMIT  IS  DICTATED   BY  ADVOCATES. NEW PRODUCTS EVENTS APPs Utility FILM SOCIAL TRIAL INSTALLATIONS ACTIVATION GAMES APPs Entertainment ADVERTORIAL SNACK CONTENT
  5. 5. #FHS THE  CREATIVE  BENCHMARK?
  6. 6. “Our  new  job  is  to   get  consumers  to  do   our  old  job  for  us.” freemavens
  7. 7. WHO  ARE  MAVENS*  &   WHY  FOCUS  ON  THEM? freemavens *mavens  =  old  yiddish  word  for  someone  who  understands   and  seeks  to  share  that  understanding  with  others
  8. 8. MAVENS  DRIVE   CONNECTIONS 10 mavens 100   people CONSUMERS Average  Social   Network  Size >600  Connections Sources:  McKinsey  Quarterly  WOM  2010,  Bain  “Making  Social  Media  Work”  2011,   Boston  Consul@ng  Group NB:  TO  SCALE 10  mavens  will  comment  on  a  brand  they   believe  in  at  least  4x  a  year  making  a   proper  connection  with  150  people  in   their  networks This  means  1  Maven  can  make   6,000  quality  impressions freemavens
  9. 9. 150x 10 90 CASUALS mavens 100   people CONSUMERS Message frequency 1.2x 1x Sources:  McKinsey  Quarterly  WOM  2010,  Bain  “Making  Social  Media  Work”  2011,  BCG 3x  as  oFen Minimum  120%   greater  purchase   impact  with  10%   of  the  audience   at  least  4x  more  impact  on  catalyzing  a  purchase  in  others NB:  TO  SCALE MAVENS  DRIVE   PURCHASES freemavens
  10. 10. freemavens freemavens::
  11. 11. What  we  do  for  brands: freemavens
  12. 12. PURPOSE freemavens
  13. 13. PURPOSE #EarthHack
  14. 14. IF  YOU  ONLY  TWEET  ONE  THING... mblr.co/18tVEEG #EarthHack @on_jay @play_marblar Enter #EarthHack contest to source eco-home ideas from the crowd
  15. 15. MAVEN  MAPPING freemavens
  16. 16. MAVEN  MAPPING:  WHY  DO   SOCIAL  LISTENING  IF  YOU  CAN   MAP  OUT  REAL  INFLUENCE? freemavens
  17. 17. MAVEN  MAPPING:  WHATS Lot  of  generic  cha.er,  >75%  in  social  pla7orms   rather  than  mainstream  channels,  with  lots  of   need  for  holis;c  recovery  advice
  18. 18. MAVEN  MAPPING:  WHERE freemavens Top  Communi;es: 1. Sport 2. Love  and  family 3. IT  &  Tech 4. Automo;ve 5. Video  gaming Our  first  explora;on  with   Maven  Mapping  affirms  that   that  Physicool  can  enter   conversa;ons  in  expected   AND  surprising  spaces.  Sport   represents  LESS  THAN  1/2  of   the  relevant  cha.er...so   huge  areas  to  mine  and   create  advocacy. Conversa;ons  are  held  primarily  on  social  media,  in   par;cular  Twi.er  holds  the  highest  volume  of  verba;m
  19. 19. MAVEN  MAPPING:  WHERE
  20. 20. MAVEN  MAPPING:  WHOs We  can  iden;fy  dispropor;onately  influen;al  individuals  that  are  not  always  obvious  or  famous.   We  see  how  their  messages  spread  and  impact  others  rather  than  going  for  “celeb”  factor.
  21. 21. MAVEN  MAPPING:  WHOs We  can  track  those  who  are  most   engaged...  or  should  be!
  22. 22. CREATIVE  &  MAVEN  MEDIA freemavens
  23. 23. THE  COUCH
  24. 24. THE  COUCH
  25. 25. ???????
  26. 26. Deaths  caused  by   'legal  highs'  rises  4x Deaths  which  were  linked  to  the  use  of  the  use  of  four  drugs  which  unFl  recently  were  openly  sold  on  the   streets  have  risen  from  nine  in  2007  to  41  in  2011. The  drugs  include  GHB,  more  commonly  referred  to  as  a  "date  rape"  drug,  cathinones  such  as  meow  meow   and  other  sFmulants.  The  drugs  are  popular  on  the  club  scene. A  total  of  77  deaths  over  the  past  five  years  have  been  linked  to  GHB,  while  21  deaths  have  been  linked  to  a   sFmulant  called  BZP.  Cathinones  such  meow  meow,  which  has  been  reclassified  as  a  Class  B  drug  in  the  UK,   have  caused  12  deaths  in  the  past  two  years. Earlier  this  month  Professor  Les  Iverson,  chairman  of  the  Advisory  Council  on  the  Misuse  of  Drugs,  warned   that  the  law  is  struggling  to  keep  up  with  drug  dealers,  who  have  created  200  potenFally  dangerous  syntheFc   drugs  which  have  yet  to  be  banned. The  recreaFonal  drugs  are  oXen  adverFsed  as  “plant  food”  or  “bath  salts”  to  avoid  falling  foul  of  the  law,  but   carry  a  high  risk  of  overdose,  serious  health  problems  or  even  death.   Website:  hp://www.telegraph.co.uk/health/10071086/Deaths-­‐caused-­‐by-­‐legal-­‐highs-­‐rises-­‐four-­‐fold.html
  27. 27. Chris  Palengat STRATEGIC Business James  Isaac Callum  Negus-­‐ Fancey CREATIVE Technology/AcFvaFon CreaFve  technologists  who  eat  binary  for   breakfast,  they  thrive  on  bringing  alive  the   world  as  they  see  it.  With  creaFve  flair   without  the  pretenFous  –  these  guys  bring   all  the  creaFve  firepower  of  a  large  agency   Ex-­‐Worldwide  Account  Director   KraX  &  Vice  Chairman  of  Saatchi  &   Saatchi  EMEA;  Global  Client   Maestro Brand  building  architect Futurist New  Media  Guru freemavens Andrzej  Moyseowicz INNOVATOR CreaFve Ex-­‐Strategy  &  InnovaFons  Director,   EMEA  and  member  of  EMEA  CreaFve   Board  and  Global  TransformaFon   Team  of  Saatchi  &  Saatchi;  award   winning  chemical  and  innovaFons   engineer,  MBA,  strategy,  creaFve,   product  design,  new  and  parFcipaFve   media Global  Experience,  Niche  to  Mass
  28. 28. freemavens :: the  creative  tech  company visit us at freemavens.com like us at fb.com/freemavens follow us @freemavens

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