Creating communities that care
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Creating communities that care

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A discussion of how to create communities that care. The goal is to develop a long-term and meaningful relationship with the community of the brands.

A discussion of how to create communities that care. The goal is to develop a long-term and meaningful relationship with the community of the brands.

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  • disconnected from financial realitieslose sight of generating quantifiable customer demand
  • Clay Shirky calls this extra time we have: Cognitive Surplus.
  • Clay Shirky calls this extra time we have: Cognitive Surplus.
  • Starbucks, PG, Threadless, Wikipedia are frequent examples. There are many others, Kraft Foods, BMW, … Nokia!What are some others?
  • 45,000 individual burgers were created in the first seven days – without a single cent of media spend. In total more than 116,000 burgers were posted – one every 26 seconds! The fans generated more than 12,000 personalized ad campaigns, and more than 1.5 million votes were cast. 7 million page visits made “My Burger” the most successful campaign ever on the McDonald’s Germany portal. During the jury event, the McDonald’s Facebook fan page was accessed more than 1 million times – all on a single day!http://thisisnotadvertising.wordpress.com/2012/05/10/mcdonalds-my-burger-campaign-the-first-burger-created-by-a-fan/
  • RATHER PROMISE SOMETHING SMALL AND CONCRETE THEN BIG AND VAGUE.
  • Causes vsAvaaz, Greenpeace: democracy in starting campaigns. Raise funds, offline actions, petitions. Avaaz, MoveOn, etc are alternatives.
  • Talk about people’s limited time in modern life – you need to show them the components.

Creating communities that care Creating communities that care Presentation Transcript

  • CREATING COMMUNITIESTHAT CAREERDEM OVACIK@
  • good old push doesn’t work
  • …and marketing folks know it already: “82% of marketers agree thatcollaboration with customers will prevail over marketing.” 1-1media, 2008
  • 80 percent of CEO’s dont really trust the work done by marketers. Eloqua, 2012
  • & “Talk about”Like’s and PTA doesn’t really say much about the quality of the conversation. How about focusing on the difference we can make on the products ?
  • RecencyFrequencyDuration E ngagement Score © Gabe Zichermann vsRatings # of fans, PTAVirality # of followers Game professionals measure engagement with virality.
  • “Listening” is good, but mainly just customer support and crisis management. How about open innovation?
  • Status Open badges. rankings Access Meet the team, see product pre/launch Power Get to vote Stuff Prizes © Gabe Zichermann Gamification motivators Kiva’s biggest competition is Farmville!Race for attention. Remember to gamify.
  • Be part of movement bigger then yourself Get in a flow Pleasure activities © Martin Seligman Positive Psychology Sources of happiness“People who feel they made a difference are sustainably happier.”
  • some organizations take the challenge & make online crowd part of the team. not only consumers, but co-creators.
  • Clear explanation of how you can have influence!Thousands of designs submitted. But they have guidelines.
  • Heineken’s crowd-recruitment gives the fans the chance to define the identity of the company by picking its staff!
  • “Mein Burger” Gernmany, 2011. 45,000 submissions, 21 million unique visitors. Best campaign ever. Now repeated all over.
  • Rather promise something small and concrete then big and vague.
  • Online activism. Petitioning / Fundraising / Offline organizing...Causes vs Avaaz, Greenpeace, etc: democracy to activism
  • From 0% to 10% in regional elections. 30% consider voting for them (exit polls). What issue politic did they play on? None. They give the mic away.
  • Wedecide is a new service to help you listen in a different way. It’s all about making change happen.
  • Engage your clout on social media on questions of your interest.
  • Developing ideas together
  • Viral expansion thanks to deep integration with social networks
  • Thanks…Share feedback #smwcphStay in touch @erdemnino erdem@wedecide.com