TBWADIEGO
     THE FLIRT MODEL:
 KEY ISSUES IN COLLECTIVE
CUSTOMER COLLABORATION


         TBWAPHSPOINTERTANGOTEQUILATOPI...
Sami Viitamäki




    TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
COLLECTIVE CUSTOMER
  COLLABORATION




       TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
Marketing Now
   1.000.000
    100.000
     10.000
      1000
       100
        10



    TBWAPHSPOINTERTANGOTEQUILATOPIC...
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
SO HOW DO WE
 DO IT RIGHT?




    TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
THE FLIRT MODEL




     TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
WHERE DO WE START?




       TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
Customer
         SCOPE
                         Participants




 Business
Objectives
                     FOCUS         ...
EVALUATION
ORGANIZATION                        BUSINESS OBJECTIVES                      PARTICIPANTS




                 ...
WHAT WILL WE
TALK ABOUT?




    TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
FOCUS   LANGUAGE




                   TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
SOCIAL
              OBJECTS




FOCUS   LANGUAGE




                   TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
HOW WILL WE
TALK ABOUT IT?




    TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
7 Building Blocks of the social web

                Sharing              Presence




      Conversations       Identity ...
Sharing              Presence




Conversations       Identity        Relationships




          Groups           Reputat...
Sharing              Presence




Conversations       Identity        Relationships




          Groups           Reputat...
Sharing              Presence




Conversations       Identity        Relationships




          Groups           Reputat...
SOCIAL
               OBJECTS




                         SOCIAL
FOCUS   LANGUAGE INTERACTION




                   TBWA...
WHAT'S OUR ROLE?




      TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
SOCIAL
               OBJECTS




                         SOCIAL
FOCUS   LANGUAGE INTERACTION




             ORGANIZATI...
WHAT'S IN IT FOR THE
  PARTICIPANT?




        TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
FOCUS   LANGUAGE INCENTIVES




                 TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
INTRINSIC




FOCUS   LANGUAGE INCENTIVES




                 TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
INTRINSIC




                                  EXTRINSIC
FOCUS   LANGUAGE INCENTIVES      IMMATERIAL




                ...
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
INTRINSIC




                                  EXTRINSIC
FOCUS   LANGUAGE INCENTIVES      IMMATERIAL




                ...
HOW DO I STAY IN CONTROL?




          TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
FOCUS   LANGUAGE INCENTIVES        RULES




                 TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
INITIATION




FOCUS   LANGUAGE INCENTIVES        RULES




                 TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
INITIATION




                                                CREATION &
FOCUS   LANGUAGE INCENTIVES        RULES       I...
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
                               http://www.flickr.com/photos/iboy_daniel/66954315/
INITIATION




                                                CREATION &
FOCUS   LANGUAGE INCENTIVES        RULES       I...
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
HOW DO I
MAKE IT HAPPEN?




     TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
FOCUS   LANGUAGE INCENTIVES         RULES          TOOLS




                  TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
PLATFORM




FOCUS   LANGUAGE INCENTIVES      RULES          TOOLS




                      TBWAPHSPOINTERTANGOTEQUILATOP...
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
PLATFORM




FOCUS   LANGUAGE INCENTIVES      RULES          TOOLS         CREATION




                      TBWAPHSPOINT...
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
PLATFORM




FOCUS   LANGUAGE INCENTIVES      RULES          TOOLS         CREATION




                                  ...
Creation &    IP transfer                                     Creation &
                                                 ...
FOCUS   LANGUAGE INCENTIVES        RULES          TOOLS




                 TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
DIEGO

      Strategy for Growth
      Knowhow and Skill
  Management and Training
…For the Networked Environment
        ...
F       L             I             R               T


    P       L               U               S




                ...
TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
FOCUS   LANGUAGE INCENTIVES          RULES          TOOLS



   POWERFUL   LIVING AN   UNBEATABLE       SURPRISE
     STOR...
Thank You!
    Sami Viitamäki
    TBWADIEGO
sami.viitamaki@diego.fi
www.samiviitamaki.com

       TBWAPHSPOINTERTANGOTEQUI...
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Online Information 2008 FLIRT model

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Online Information 2008 FLIRT model

  1. 1. TBWADIEGO THE FLIRT MODEL: KEY ISSUES IN COLLECTIVE CUSTOMER COLLABORATION TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  2. 2. Sami Viitamäki TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  3. 3. COLLECTIVE CUSTOMER COLLABORATION TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  4. 4. Marketing Now 1.000.000 100.000 10.000 1000 100 10 TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  5. 5. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  6. 6. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  7. 7. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  8. 8. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  9. 9. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  10. 10. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  11. 11. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  12. 12. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  13. 13. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  14. 14. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  15. 15. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  16. 16. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  17. 17. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  18. 18. SO HOW DO WE DO IT RIGHT? TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  19. 19. THE FLIRT MODEL TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  20. 20. WHERE DO WE START? TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  21. 21. Customer SCOPE Participants Business Objectives FOCUS DEPTH Organization SCALE Capabilities TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  22. 22. EVALUATION ORGANIZATION BUSINESS OBJECTIVES PARTICIPANTS Product Innovation Marketing Development RISK COMMITMENT Decision making Voting & Rating COSTS/BENEFITS Closed Submission TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  23. 23. WHAT WILL WE TALK ABOUT? TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  24. 24. FOCUS LANGUAGE TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  25. 25. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  26. 26. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  27. 27. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  28. 28. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  29. 29. SOCIAL OBJECTS FOCUS LANGUAGE TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  30. 30. HOW WILL WE TALK ABOUT IT? TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  31. 31. 7 Building Blocks of the social web Sharing Presence Conversations Identity Relationships Groups Reputation http://nform.ca/publications/social-software-building-block TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  32. 32. Sharing Presence Conversations Identity Relationships Groups Reputation http://nform.ca/publications/social-software-building-block TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  33. 33. Sharing Presence Conversations Identity Relationships Groups Reputation http://nform.ca/publications/social-software-building-block TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  34. 34. Sharing Presence Conversations Identity Relationships Groups Reputation http://nform.ca/publications/social-software-building-block TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  35. 35. SOCIAL OBJECTS SOCIAL FOCUS LANGUAGE INTERACTION TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  36. 36. WHAT'S OUR ROLE? TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  37. 37. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  38. 38. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  39. 39. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  40. 40. SOCIAL OBJECTS SOCIAL FOCUS LANGUAGE INTERACTION ORGANIZATION PRESENCE TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  41. 41. WHAT'S IN IT FOR THE PARTICIPANT? TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  42. 42. FOCUS LANGUAGE INCENTIVES TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  43. 43. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  44. 44. INTRINSIC FOCUS LANGUAGE INCENTIVES TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  45. 45. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  46. 46. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  47. 47. INTRINSIC EXTRINSIC FOCUS LANGUAGE INCENTIVES IMMATERIAL TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  48. 48. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  49. 49. INTRINSIC EXTRINSIC FOCUS LANGUAGE INCENTIVES IMMATERIAL EXTRINSIC MATERIAL TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  50. 50. HOW DO I STAY IN CONTROL? TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  51. 51. FOCUS LANGUAGE INCENTIVES RULES TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  52. 52. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  53. 53. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  54. 54. INITIATION FOCUS LANGUAGE INCENTIVES RULES TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  55. 55. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  56. 56. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  57. 57. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  58. 58. INITIATION CREATION & FOCUS LANGUAGE INCENTIVES RULES INTERACTION TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  59. 59. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  60. 60. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  61. 61. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH° http://www.flickr.com/photos/iboy_daniel/66954315/
  62. 62. INITIATION CREATION & FOCUS LANGUAGE INCENTIVES RULES INTERACTION IP & LEGAL TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  63. 63. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  64. 64. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  65. 65. HOW DO I MAKE IT HAPPEN? TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  66. 66. FOCUS LANGUAGE INCENTIVES RULES TOOLS TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  67. 67. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  68. 68. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  69. 69. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  70. 70. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  71. 71. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  72. 72. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  73. 73. PLATFORM FOCUS LANGUAGE INCENTIVES RULES TOOLS TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  74. 74. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  75. 75. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  76. 76. PLATFORM FOCUS LANGUAGE INCENTIVES RULES TOOLS CREATION TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  77. 77. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  78. 78. PLATFORM FOCUS LANGUAGE INCENTIVES RULES TOOLS CREATION MONITORING & ACTION TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  79. 79. Creation & IP transfer Creation & Platform Interaction & Legal Interaction Scale of Customer Monitoring & Initiation RULES TOOLS Activity Participants Action Business Depth of FOCUS Objectives Activity Extrinsic Scope of Organization Social INCENTIVES LANGUAGE material Activity Capabilities Objects Extrinsic Organization Social Intrinsic Presence Interaction immaterial TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  80. 80. FOCUS LANGUAGE INCENTIVES RULES TOOLS TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  81. 81. DIEGO Strategy for Growth Knowhow and Skill Management and Training …For the Networked Environment TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  82. 82. F L I R T P L U S TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  83. 83. TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  84. 84. FOCUS LANGUAGE INCENTIVES RULES TOOLS POWERFUL LIVING AN UNBEATABLE SURPRISE STORY ADVENTURE CONTENT & DELIGHT TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
  85. 85. Thank You! Sami Viitamäki TBWADIEGO sami.viitamaki@diego.fi www.samiviitamaki.com TBWAPHSPOINTERTANGOTEQUILATOPICDIEGONORTH°
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