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MDW Boulder April '11 | Matt Britton_Creating Your own IP and the Launch of Crowdtap
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MDW Boulder April '11 | Matt Britton_Creating Your own IP and the Launch of Crowdtap

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Evolving from Ideation and Managing to …

Evolving from Ideation and Managing to
Innovating and Building- Matt Britton, Founder & CEO, Mr Youth. Learn how to create a distinct competitive advantage
beyond people and ideas through the creation of proprietary advertising technology.


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  • 1. Stop Selling Things & Start Building Things Matt Britton Founder & CEO, Mr Youth @MattyB123 MattB@MrYouth.com1
  • 2. “We are no longer in the business of advertising to people. We are in the business of managing communities.” Coca-Cola CMO, Joe Tripodi at 2011 Consumer Electronics Show
  • 3. 3
  • 4. 4
  • 5. 5
  • 6. Socially Infused Marketing Funnel6
  • 7. Evolving Role of Media Channels8
  • 8. Evolving Role of Media Channels9
  • 9. 10
  • 10. ALL DIGITAL IS MOBILE!  
  • 11. Before social….two separate islandsExample  of  Super  Bowl:    Buying  same  #  of  impressions,  but  based  on  social  tentacles  –  some  brands  will  experience  more  ROI  and  longer  campaign  tail.  
  • 12. People are brands, brands are peopleExample  of  Super  Bowl:    Buying  same  #  of  impressions,  but  based  on  social  tentacles  –  some  brands  will  experience  more  ROI  and  longer  campaign  tail.  
  • 13. Success = An Active Community COMMUNITY Loyalty Dialogue Participation Engagement Connection14
  • 14. 15
  • 15. 16
  • 16. 17
  • 17. A Crazy 8 YearsConsume rJourney YouTube: Micro- Broadband: iPhone: Everyone’s a blogging: Faster web Mass adoption star Inroads for real experience of mobile web time feedback Social Networks: TiVo: Facebook: New forms of social Tunes out 55+ is fastest conversation advertising growing demoEmergingTechnolo gy 18
  • 18. 19
  • 19. 20
  • 20. 21
  • 21. 22
  • 22. 23
  • 23. 25
  • 24. 26
  • 25. Solving  a  major  need  due  to  markeDng  shiFs    A"en%on   Par%cipa%on  
  • 26. How  can  parDcipaDon  be…   Scalable   +   Measurable  
  • 27. What  is  parDcipaDon?     Real-­‐Time  Insights   +   Collabora%on   +   Word-­‐of-­‐Mouth  
  • 28. The  Answer:  Crowdtap  it!     On-­‐Demand   Consumer   ParDcipaDon   PlaRorm    
  • 29. What  is  a  brand  crowd?   Brand  Crowd   Highly  acDves   Fans  and  Followers   Open  to  direct  messaging  or  dialogue   Solu%on:  Messaging  via  Social  CRM   Consumers  and  Subscribers   Silent  purchasers   Solu%on:  E-­‐mails  to  CRM  Databases  
  • 30. Recruit  and  mobilize  new  and  exisDng  advocates   CRM  
  • 31. The  User  Experience:  Farmville  Meet  ApprenDce  
  • 32. Build  and  scale  your  brand  crowd  over  Dme   Crowd  grows  with  launch  of  new  ac%ons  
  • 33. Leverage  the  crowd  for  on-­‐demand  parDcipaDon  
  • 34. Target  crowds  of  influenDal  &  insighRul  members  
  • 35. Crowdtap  in  acDon  
  • 36. Stay  in  touch  with  trends   Same  day   data  for  a     big  mee%ng  
  • 37. Get  pulse  checks  on  products  and  adverDsing   1,000+   responses   overnight  
  • 38. Ideate  and  brainstorm  with  targeted  crowds   Crowdsourced   product   development    
  • 39. Seed  and  spread  online  content  
  • 40. Drive  word-­‐of-­‐mouth  with  product  sampling   6,000+     Tweets  
  • 41. Build  brand-­‐centric  experiences  with  consumers  
  • 42. Create  an  integrated  parDcipaDon  channel   VIP  Network  of  brand  advocates  
  • 43. Leverage  the  network  to  drive  buzz  
  • 44. ParDcipate  with  a  network  of  tens-­‐of-­‐thousands       Polls:   50,000+   Responses   Par%es:     10+  aaendees   per  party   Feedback:     1,500+  Ideas   Sampling:     Discussions:     6,000+  Tweets   3,000+  Opinions   Web  Share:     16+  views  per   share.  
  • 45. TODAY  
  • 46. Strong  industry  buzz  since  launching  at  SXSW       “ “ 1  of  8  hoaest  startups  at  SXSW  
  • 47. Partnered  with  many  leading  agencies    
  • 48. Leveraged  by  leading  brands  across  verDcals  
  • 49. 52  
  • 50. ConsideraDons      •  Funding  for  the  long  haul  •   Balancing  client  priori%es  vs.  project  priori%es  •  Crea%ng  a  new  customer  base  •  Diversifying  ownership  structure  •  Dedica%on  of  top  talent  
  • 51. QuesDons?  Cheap  Shots?  Hugs?       Maa  Briaon   Founder  &  CEO:  Mr  Youth   @MaayB123   MaaB@MrYouth.com          54