Tribesourcing

On a strategic level, we at Mindjumpers use a working process we call Tribesourcing. The next slides will give you an introduction to this process.

Why Tribes?

”A tribe is any group of people, large or small, who are connected to one another, a leader and an idea. For millions of years, humans have joined tribes.” “Now the internet has eliminated the barriers of geography, cost, and time. All those blogs and social networking sites are helping existing tribes get bigger and enabling new tribes to be born-groups of ten or ten million who care about their iPhones, or a political campaign, or a new way to fight global warming.” Seth Godin: ’Tribes’, 2008

Social media is a new powerful tool in building valuable tribes. Definition of social media: Technologies that facilitate online interaction and conversation between people.

Are you ready to create value by taking the lead?

Process

Definition: Engaging, involving, motivating and/or leading a tribe to co-create and collaborate on performing a task with the ambition to create a desirable and valuable output. Tribesourcing process

Tribe communities around your brand or with relevant values. Tribes around the brand • I just love the brand • Can’t live without the product • Love working for this company • I just feel they are talking to me • They care about the things I care about Tribes with relevant values • Brand values • Product or service values • Employee values • Communication values • CSR values

Engaging, involving, motivating and/or leading a tribe to co-create and collaborate on performing a task with the ambition to create a desirable and valuable output. Value   New connections – larger tribe.   Personal endorsement of product and/or brand. Sales & distribution   New innovative processes for your Marketing & branding company. PR and communication Product Organization HRM   Product improvements. CSR & corporate image   Increase in brand awareness.   Stronger corporate image.   Increase in on- & offline PR.   Increase in sales.   Cost reductions.

Steps in the Tribesourcing process Step 1 Step 2 Step 3 Step 4 Step 5 Deliverables Initial reports Strategy Production Sourcing Value   Best Practice study   Communication •  Platforms Implementation   Monitoring and   Oppertunity Study Strategy •  Sites   Coordinate launch collecting data from Activities   Social Media Strategy •  Social Media with own channels social media or other   Creative development •  Online Games and partners. online channels.   Seeding Strategy •  Content   Blog Reach   Analysis of KPI×s or •  Tekst   Social Media reach unexpected value •  Identity   Other seeding created. •  Graphics channel actions   All data collected and •  Pictures Maintaining all analysis delivered •  Video   Social Media in report. •  Seeding plan Gardening   Overall evaluation   Monitoring   Weekly report Sourcing   PR   Marketing   Product   HR   CSR   Customer Service   Sales

Best Practice examples

Case Greenpeace Mister Splashy Pants In trying to create awareness on the killing of the humpback whales in the Pacific. Greenpeace created a campaign in which they involved a tribe of social engaged people. They sourced the essence of the campaign to the Tribe - what should the campaign be called. Results •  11.000 submissions •  150.000 voted on the campaign name. •  Online PR on hundreds of websites. •  Government of Japan has abandoned plans to kill humpback whales in the Southern Ocean this season.

Case: Dell – Ideastorm.com Dell is presented with several brands in several social media. One of their high profiled communities is Ideastorm.com, a platform based on sourcing product development ideas to their Tribe. Results The community has Contributed 13,223 ideas Promoted 708,785 times Posted 88,395 comments Dell has Implemented 389 Ideas

Case: Apple Students Tapping into the Tribe of college students - the future consumers of Apples products. Apple Student’s Facebook Page gathers a community and encourages people to become ‘Campus Reps’. From the community they lead people on to their site. Results •  1,410,000 fans on FB •  Extreme dedicated Apple ambassadors at a lot of campus. •  Personal endorsement of their products from tribe members to tribe members. •  Positive feedback – several hundreds of likes and comments on each status update. •  People interact, discuss and comment on products releases etc.

Case: Starbucks Starbucks is building a strong community as well as a tribesourcing tool in order to get feedback from their customers and to improve their products. On their community site, they have divided all their feedback into different categories and the different ideas are listed according to popularity with a separate page for ideas in action. http //mystarbucksidea.force.com/ Results •  A large and heavily-engaged community •  More than 80,000 ideas on products, experiences, and involvement. •  More than 5,200,000 Facebook fans •  Much interaction

Case Image Communications rebrand The advertising agency called Image Communications wanted to rebrand the company and give it a new name that matched the company better. In doing it they created a Help Us Name Us contest. On a website, visitors could enter their ideas and the winner would receive a prize. People could follow the process through their twitter profile. www.helpusnameus.com Results •  The contest reached participants from 52 countries and 6 continents. •  The company received thousands of names in only two weeks. •  The company saved time and costs in relying on their online community

THANK YOU for taking the time to read about Tribesourcing. If you have any questions, don’t hesitate to contact us. Most importantly, if you have some input or feedback we would love to hear from you.

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Tribesourcing

by Mindjumpers on Dec 29, 2009

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