Pop Idol as Your Business Model

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A presentation on participatory marketing

A presentation on participatory marketing

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  • 1. Pop Idol as Your Business Model The Power of Participation Dr Paul Marsden clickadvisor
  • 2. Who’s the guy with Jacko? clickadvisor
  • 3. “He should be melted down into glue” Chris Martin, Coldplay clickadvisor
  • 4. Simon Fuller The Man Behind the Pop Idol Franchise clickadvisor
  • 5. Pop Idol Participatory Entertainment clickadvisor
  • 6. Pop Idol Generation Where’s the Mouse? clickadvisor
  • 7. Web 2.0 Participatory Media clickadvisor
  • 8. Participatory Media >50% of Top Sites Now Driven By Participatory Media clickadvisor
  • 9. Participatory Media Not the End of Corporate Art, but... clickadvisor
  • 10. Participatory Marketing clickadvisor Brands Do Pop Idol
  • 11. Participatory Marketing clickadvisor Brands Do Pop Idol
  • 12. Participatory Marketing clickadvisor Brands Do Pop Idol
  • 13. Participatory Marketing clickadvisor Brands Do Pop Idol
  • 14. Participatory Marketing clickadvisor Brands Do Pop Idol
  • 15. Participatory Marketing clickadvisor Brands Do Pop Idol
  • 16. Participatory Marketing clickadvisor Participation Beyond Pop Idol: Brand Ambassadors
  • 17. Participatory Marketing Closing the Loop with Consumers Participatory Marketing clickadvisor Participation Beyond Pop Idol: Collaborative Filtering
  • 18. Participatory Marketing clickadvisor Participation Beyond Pop Idol: Participation for Good
  • 19. The Psychology of Participation / Pop Idol clickadvisor The Hawthorne Effect
  • 20. Brewtopia - A Pop Idol Brand clickadvisor Participatory Marketing in Action
  • 21. Participatory Marketing clickadvisor Increases Brand Loyalty and Brand Advocacy
  • 22. Participatory Marketing Drives Brand Trial and clickadvisor Word of Mouth
  • 23. Participatory Marketing clickadvisor Four Times as Effective as Television Advertising
  • 24. Participatory Marketing clickadvisor Self-funding Marketing
  • 25. Participatory Marketing clickadvisor Builds Brand Equity
  • 26. Branding: “Establishing efficient, choice-shaping associations with the brand name” Participatory Marketing clickadvisor Builds Brand Equity
  • 27. Participatory Marketing clickadvisor Listen and Be Seen Be Listening
  • 28. e Lak gon e ob ome W dr Syn Participatory Marketing clickadvisor Actually Listening
  • 29. 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
  • 30. 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
  • 31. One More Thing... Back to Pop Idol (Sorry) clickadvisor
  • 32. 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
  • 33. Screening for Potential Professional Juries clickadvisor
  • 34. Screening for Potential People Juries clickadvisor
  • 35. Owning the Output Commercialise the hell out of the winner clickadvisor
  • 36. Pop Idol is Not Trivial The Science Bit: Application to Business of Darwinian Genius Creativity = STEP 1: Random Variation + STEP 2: Competitive Selection clickadvisor
  • 37. Pop Idol is The Ultimate Creative Engine Survival of the Fittest Creativity clickadvisor
  • 38. Pop Idol is The Ultimate Creative Engine Survival of the Fittest Creativity clickadvisor
  • 39. Pop Idol is The Ultimate Creative Engine Survival of the Fittest Creativity clickadvisor
  • 40. Threadless: Pop Idol for Graphic Designers clickadvisor Web Business for Spotting and Commercialising Talent
  • 41. InnoCentive: Pop Idol for Scientists clickadvisor Web Business for Spotting and Commercialising Talent
  • 42. iStockphoto: Pop Idol for Photographers clickadvisor Web Business for Spotting and Commercialising Talent
  • 43. OpenAd: Pop Idol for Creatives clickadvisor Web Business for Spotting and Commercialising Talent
  • 44. TopCoder: Pop Idol for Geeks clickadvisor Web Business for Spotting and Commercialising Talent
  • 45. Hosting Your Own Pop Idol clickadvisor Web Business for Spotting and Commercialising Talent
  • 46. Hosting Your Own Pop Idol clickadvisor Web Business for Spotting and Commercialising Talent
  • 47. Hosting Your Own Pop Idol clickadvisor Web Business for Spotting and Commercialising Talent
  • 48. Hosting Your Own Pop Idol clickadvisor Web Business for Spotting and Commercialising Talent
  • 49. Hosting Your Own Pop Idol clickadvisor Web Business for Spotting and Commercialising Talent
  • 50. Hosting Your Own Pop Idol clickadvisor Web Business for Spotting and Commercialising Talent
  • 51. Pop Idol: “Competitive Crowdsourcing” Outsourcing to the Crowd Jeff Howe clickadvisor
  • 52. 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
  • 53. Wrap Up clickadvisor
  • 54. Wrap Up 1. Pop Idol: Effective Digital Marketing Model Gold Standard Participatory Marketing clickadvisor
  • 55. Wrap Up 1. Pop Idol: Effective Digital Marketing Model Gold Standard Participatory Marketing clickadvisor
  • 56. 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
  • 57. Thanks! paul.marsden@clickadvisor.com clickadvisor