Community-Centric Marketing

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    Community-Centric Marketing - Presentation Transcript

    1. 300,000 .O.G. Members H
    2. 400,000 LEGO BIONICLE fans
    3. ers 0 VW driv ps 170 tu d VW Mee atten
    4. sers iveJournal u 31,000 L s list Starbuck files personal pro in their
    5. 10’s of thousands of Loewe’s Reel Moms gather for daytime film s
    6. 200,000 John Kerry House Party Participants
    7. Customer Base ---> C ommunity From targeting individuals to Groups ---> Affiliates collaborating with communities ts elis ---> Evang stomers Cu
    8. 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 (+)
    9. 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.
    10. 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.
    11. 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
    12. 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 -- -- rban ed -- nds - - inan - Co n U ts - dia - tent like Prime a EOS ci 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
    13. 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
    14. 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
    15. contact Kattenburgergracht 41 Amsterdam 1018KN Netherlands Di-Ann Eisnor OR in NYC +31(0)642247878 stacy@community-centric.com diann@community-centric.com

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