Pop Idol as Your Business Model

Pop Idol as Your Business Model The Power of Participation Dr Paul Marsden clickadvisor

Who’s the guy with Jacko? clickadvisor

“He should be melted down into glue” Chris Martin, Coldplay clickadvisor

Simon Fuller The Man Behind the Pop Idol Franchise clickadvisor

Pop Idol Participatory Entertainment clickadvisor

Pop Idol Generation Where’s the Mouse? clickadvisor

Web 2.0 Participatory Media clickadvisor

Participatory Media >50% of Top Sites Now Driven By Participatory Media clickadvisor

Participatory Media Not the End of Corporate Art, but... clickadvisor

Participatory Marketing clickadvisor Brands Do Pop Idol

Participatory Marketing clickadvisor Participation Beyond Pop Idol: Brand Ambassadors

Participatory Marketing Closing the Loop with Consumers Participatory Marketing clickadvisor Participation Beyond Pop Idol: Collaborative Filtering

Participatory Marketing clickadvisor Participation Beyond Pop Idol: Participation for Good

The Psychology of Participation / Pop Idol clickadvisor The Hawthorne Eﬀect

Brewtopia - A Pop Idol Brand clickadvisor Participatory Marketing in Action

Participatory Marketing clickadvisor Increases Brand Loyalty and Brand Advocacy

Participatory Marketing Drives Brand Trial and clickadvisor Word of Mouth

Participatory Marketing clickadvisor Four Times as Eﬀective as Television Advertising

Participatory Marketing clickadvisor Self-funding Marketing

Participatory Marketing clickadvisor Builds Brand Equity

Branding: “Establishing eﬃcient, choice-shaping associations with the brand name” Participatory Marketing clickadvisor Builds Brand Equity

Participatory Marketing clickadvisor Listen and Be Seen Be Listening

e Lak gon e ob ome W dr Syn Participatory Marketing clickadvisor Actually Listening

e Lak gon e ob ome W dr 80% of CEO’s believe their brands Syn oﬀer a superior experience... Participatory Marketing clickadvisor Actually Listening

e Lak gon e ob ome W dr 80% of CEO’s believe their brands Syn oﬀer a superior experience... ...8% of their customers agree Bain & Co Participatory Marketing clickadvisor Actually Listening

One More Thing... Back to Pop Idol (Sorry) clickadvisor

Original Pop Idol Concept Web Business for Spotting and Commercialising New Talent Step 1: Source Talent From The Crowd Step 2: Screen for Potential Step 3: Own the Output clickadvisor

Screening for Potential Professional Juries clickadvisor

Screening for Potential People Juries clickadvisor

Owning the Output Commercialise the hell out of the winner clickadvisor

Pop Idol is Not Trivial The Science Bit: Application to Business of Darwinian Genius Creativity = STEP 1: Random Variation + STEP 2: Competitive Selection clickadvisor

Pop Idol is The Ultimate Creative Engine Survival of the Fittest Creativity clickadvisor

Threadless: Pop Idol for Graphic Designers clickadvisor Web Business for Spotting and Commercialising Talent

InnoCentive: Pop Idol for Scientists clickadvisor Web Business for Spotting and Commercialising Talent

iStockphoto: Pop Idol for Photographers clickadvisor Web Business for Spotting and Commercialising Talent

OpenAd: Pop Idol for Creatives clickadvisor Web Business for Spotting and Commercialising Talent

TopCoder: Pop Idol for Geeks clickadvisor Web Business for Spotting and Commercialising Talent

Hosting Your Own Pop Idol clickadvisor Web Business for Spotting and Commercialising Talent

Pop Idol: “Competitive Crowdsourcing” Outsourcing to the Crowd Jeﬀ Howe clickadvisor

Pop Idol: “Competitive Crowdsourcing” Outsourcing to the Crowd Crowdsourcing: The the act of taking a task traditionally performed by an employee or contractor, and outsourcing it in the form of an open call Jeﬀ Howe clickadvisor

Wrap Up clickadvisor

Wrap Up 1. Pop Idol: Eﬀective Digital Marketing Model Gold Standard Participatory Marketing clickadvisor

Wrap Up 1. Pop Idol: Eﬀective Digital Marketing Model Gold Standard Participatory Marketing 2. Pop Idol: Eﬀective Digital Business Model Online Talent Spotting & Commercialisation as Web 2.0’s Golden Egg clickadvisor

Thanks! paul.marsden@clickadvisor.com clickadvisor

Pop Idol as Your Business Model

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