300,000
.O.G. Members
H

400,000 LEGO
BIONICLE fans

ers
0 VW driv ps
170 tu
d VW Mee
atten

sers
iveJournal u
31,000 L s
list Starbuck
files
personal pro
in their

10’s of thousands of
Loewe’s Reel Moms
gather for daytime film
s

200,000 John Kerry
House Party Participants

Customer
Base ---> C
ommunity
From targeting individuals to
Groups ---> Affiliates
collaborating with communities
ts
elis
---> Evang
stomers
Cu

Community-centric active organized community
consumer communities NPD
Evolution
collaborative spaces
meetup wikis
Community-centric
(+)
many2many
referral
permission
1:1 viral marketing
programs
marketing
Consumer-centric
DEPTH OF RELATIONSHIP
direct grassroots
guerrilla bulletin boards
event
alternative feedback
Brand-centric brand clubs
enthusiast networks
advertising
(-)
Product-centric ©2004 community-centric marketing
(-) DEPTH OF COLLABORATION (+)

Brands like Harley Davidson and Saab have been the glue for strong communities.
Now, social software,
like wikis, blogs, rss, and meetup,
enable deeper, easier and more frequent interaction.
These enablers are converting independent voices
into active consumer communities.

The major difference between a traditional target group and a community is CHOICE
COMMUNITY
DEMOGRAPHIC
Member agencies of Hispanic Federation (tri-state area), Hispanic Business Owners
(expected to reach 2 million and generate revenues totaling $273.81 billion), His-
Hispanics panic students on the Campus Life forums on MiGente.com, Cocina Boricua or
LJLatino Poets on LiveJournal.com, Neighborhood social clubs, Members of spe-
cific churches.
Mothers Against Drunk driving, PTAs, Members of WITI, Members of the South
Carolina Baby Boomer Social Club, Members of Urban Baby, Bisexual women on LJ,
Women Members of NAWBO, Sex and the City or Iranian Women’s Issues on Orkut, Chris-
tian Business Women's Network on Ryze, Avon representatives (4.4 million in over
100 countries), Breast cancer activists.
Teen activists on YouthNoise and Bolt, YMCA members, Young Urban Scientists, Youth
Sport Associations, Student councils and political groups, beauty forever or DDR on LJ
Youth
(52 percent of all bloggers are teenagers, and an additional 40 percent are in their
20s), Attendees of a specific school.

IDENTIFY COLLABORATE
Community Mapping identifies the Community adoption and existing
most relevant and compatible groups member campaigns, programs and
in and around your brand. events and relationship management.
Provide tools, space and outreach that
can strengthen community activity and
arm your evangelists.
REACH OUT

Phones - Politics
ets & - Au
Categories
Ga dg tom
- oti
ia ve
Med ry - Annie’s Home
’s Bake -
grow
ara
Barb br n-
Cause ands
-
Soc
YMC
CPG
- A-
ets
cer
Ass
-
Avo
fone -------
club
Voda
avel
king
n-
En-a-ble-rs
Spa
ke
s-R
li
Wor
Vesp
Associations - Tr
ce
y - Stonyfield Farms -
a - Ad
ms
- ---- L
s
-------- Platfor
EG
e-
etail - Fashion - f
li k
l
idas - Wallpaper - R
O-
------ App
e Starbucks -
Fan brandsBull - Wash
--------Sa
Community
brands
ey
l
a
---
b-
Bab
-- -
Trade
-------Har
--
--
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ed
--
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-
-
inan
- Co n
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ts -
dia
-
tent
like Prime
a
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br
i
a
on
rof
lS
ing
Can
Specialty
ton
n-p
er
O-
Mutu LOM
vi
No
al -
Who can benefit from Emitates - Nickelodeon -
ces
-
-C ng
mi
Community-Centric Marketing?
o nsu
Ga mer
n&
ati o elec tr
onics - Recre

Jason Wilson Stacy Hoffman
Di-Ann Eisnor
Creative Dir. Production Dir.
CEO.
Former head of production for
Artist, cultural anthropologist,
Former founder/CEO Eisnor
AOL and former VP Produc-
founder of NINE :
Interactive. (Became part of
tion Eisnor.
0009.org.
the Omnicom Group in 2000)
TEAM
BOARD
Clay Shirky
Oliver Schusser Brad Fitzpatrick
Social software expert,
iTunes Europe, Vodafone,
professor. Founder and CEO
Napster
LiveJournal

Harley Owners Group
CLIENTS Baby Boomers Social Club
Third Agers
LJers
PARTNER Boomer Coalition Meetup
American Heart Association Seattle
Hudson Valley Technology and Commerce
National Association of Women Business Owners
Latin Business Association LBUSA
Linked In
GROUPS Many online small business related networks
Many online local medical institutions and groups

contact Kattenburgergracht 41
Amsterdam 1018KN
Netherlands
Di-Ann Eisnor
OR
in NYC
+31(0)642247878
stacy@community-centric.com
diann@community-centric.com