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Citizen Marketers

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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).

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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  • 1. CITIZEN MARKETERS When People Are the Message
  • 2. Alt-MBA Week 7 www.alt-mba.com Presentation by Cassie Pruett cassie@reachgroupconsulting.com
  • 3. “The message is simple: Control is .” ol tr on fc to ou
  • 4. 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).
  • 5. Meet the New Influencers - Filters - Fanatics • Definition: True believers and evangelists; volunteer coaches / activists who analyze the progress of a brand, product, organization, or person and prescribe action. •Example: McChronicles, written by a McDonald’s fanatic who wants the brand to be “awesome.”
  • 6. Meet the New Influencers - Filters - Fanatics - Facilitators • Definition: Community creators. • Example: Mini Cooper car owner and community organizer (www.mini2.com).
  • 7. 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.
  • 8. People Are the Message Three Commonalities Among Citizen Marketers’ Work: 1. Personal Expression 2. Amateur Status 3. Freely Given
  • 9. 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 earlyadopting volunteers or contributors is critical to creating a successful community-driven Web site or to launching a new product or designing a grassroots campaign.”
  • 10. The 1 Percenters Built the World’s Largest Encyclopedia:
  • 11. The Democratization of Everything Technology Flattens the World: Over 1 billion people online; proliferation of - broadband Virtual megaphones and platforms - from - digital cameras and cellphones to blogs and social networks. Millions of people are content creators, - publishers, and broadcasters.
  • 12. 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.
  • 13. 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
  • 14. 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
  • 15. The Power of One and Comcast 1. A citizen marketer creates remarkable content 2. Bloggers spread the surprising story 4. The story lives forever in search 3. Traditional media outlets pick up the story
  • 16. How to Democratize Your Business The 3 C’s of Working with Citizen Marketers: 1.Contests 2.Co-Creation 3.Communities
  • 17. The “3 C’s” in Action: Threadless The Threadless Business Model: About 150 designs submitted daily by - community (2007) Community votes on favorites; 4-6 designs - picked 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 created by the community. Put your project in their hands. Let your community grow itself, then reward them for making your project possible.”
  • 18. Citizen Marketers and the Alt-MBA Filters, Fanatics, Facilitators and Firecrackers - The 1 Percenters* *This snapshot does not represent all of the amazing Alt-MBA contributors.
  • 19. 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?
  • 20. The BIG Question How Do We (Alt-MBA) Get Better at the 3 C’s?
  • 21. 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).
  • 22. Welcome to the Future of Education “The future is already here. It’s just not very evenly distributed yet.” - Wiliam Gibson Now, go tell your friends…

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