Your SlideShare is downloading. ×
0
X|Media|Lab Wellington "Commercialising Ideas" - Presentation by Sean Kauppinen
X|Media|Lab Wellington "Commercialising Ideas" - Presentation by Sean Kauppinen
X|Media|Lab Wellington "Commercialising Ideas" - Presentation by Sean Kauppinen
X|Media|Lab Wellington "Commercialising Ideas" - Presentation by Sean Kauppinen
X|Media|Lab Wellington "Commercialising Ideas" - Presentation by Sean Kauppinen
X|Media|Lab Wellington "Commercialising Ideas" - Presentation by Sean Kauppinen
X|Media|Lab Wellington "Commercialising Ideas" - Presentation by Sean Kauppinen
X|Media|Lab Wellington "Commercialising Ideas" - Presentation by Sean Kauppinen
X|Media|Lab Wellington "Commercialising Ideas" - Presentation by Sean Kauppinen
X|Media|Lab Wellington "Commercialising Ideas" - Presentation by Sean Kauppinen
X|Media|Lab Wellington "Commercialising Ideas" - Presentation by Sean Kauppinen
X|Media|Lab Wellington "Commercialising Ideas" - Presentation by Sean Kauppinen
X|Media|Lab Wellington "Commercialising Ideas" - Presentation by Sean Kauppinen
X|Media|Lab Wellington "Commercialising Ideas" - Presentation by Sean Kauppinen
X|Media|Lab Wellington "Commercialising Ideas" - Presentation by Sean Kauppinen
X|Media|Lab Wellington "Commercialising Ideas" - Presentation by Sean Kauppinen
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

X|Media|Lab Wellington "Commercialising Ideas" - Presentation by Sean Kauppinen

1,023

Published on

"Knowing Your Audience And Mining Your Evangelists" - Sean Kauppinen, VP, Triplepointpr (San Francisco)

"Knowing Your Audience And Mining Your Evangelists" - Sean Kauppinen, VP, Triplepointpr (San Francisco)

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,023
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Knowing Your Audience and Mining Your Evangelists
  • 2. Identifying Your Audiences <ul><li>Business – Who can fund? </li></ul><ul><li>Product/Idea – Who can get it the support it needs? </li></ul><ul><li>End User – Who will buy it? </li></ul>
  • 3. Types of Evangelists Business ----------------------  Technology -------  -----------End User
  • 4. Who is the Evangelist <ul><ul><ul><li>Determine the people who make the decisions within your target group </li></ul></ul></ul><ul><ul><ul><ul><li>(CEO, VP of Technology, BizDev, Moms) </li></ul></ul></ul></ul><ul><ul><ul><li>Look for evidence of things they have supported before </li></ul></ul></ul><ul><ul><ul><li>Seek out connections you share </li></ul></ul></ul><ul><ul><ul><ul><li>Read articles about your targets, and research them on Google, LinkedIn, Facebook, etc. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Ask for introductions </li></ul></ul></ul></ul>
  • 5. Engaging the Evangelist <ul><ul><li>Engage them personally </li></ul></ul><ul><ul><ul><li>Your passion will come through </li></ul></ul></ul><ul><ul><ul><li>It’s hard to say bad things about someone if you know them </li></ul></ul></ul><ul><ul><li>Allow them to contribute to your idea - you give them a vested interest in the idea </li></ul></ul><ul><ul><ul><li>People support their own ideas strongly, and want to be introducers of success (Funny YouTube! videos – Hybrid Car) </li></ul></ul></ul>
  • 6. Engaging the Evangelist <ul><ul><li>Implement external ideas you believe in – a good evangelist has good ideas, not just connections </li></ul></ul><ul><ul><ul><li>Builds trust, credibility, and responsibility for the project </li></ul></ul></ul><ul><ul><li>Let them be an ambassador for the project – treat them as part of the team (within reason) </li></ul></ul>
  • 7. Example – MMO Games <ul><ul><li>Determine the audience </li></ul></ul><ul><ul><ul><li>Who will play your game? </li></ul></ul></ul><ul><ul><ul><li>Who will influence them? </li></ul></ul></ul><ul><ul><ul><li>What will influence them, and through what means? </li></ul></ul></ul><ul><ul><ul><ul><li>Hardcore gamers </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Core enthusiast media and TV </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Incorporating beta feedback </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Giving notoriety and praise </li></ul></ul></ul></ul>
  • 8. EverQuest II <ul><ul><ul><li>Internal evangelist is the president of the company </li></ul></ul></ul><ul><ul><ul><li>Driven to beat competition to get rid of one-hit wonder stigma </li></ul></ul></ul><ul><ul><ul><li>Respects the community and their feedback (takes their phone calls directly) </li></ul></ul></ul>
  • 9. EverQuest II <ul><ul><ul><li>Engaged guild leaders and made them part of the earliest beta </li></ul></ul></ul><ul><ul><ul><li>Treated them as VIPs </li></ul></ul></ul><ul><ul><ul><li>Gave them special status in our forums and allowed them to invite their friends/guild </li></ul></ul></ul><ul><ul><ul><li>Gave them the ability to see what needed to be fixed and they presented it as feedback </li></ul></ul></ul><ul><ul><ul><li>The president responded and changed the team plus many of the aspects of the game </li></ul></ul></ul>
  • 10. Utilizing the Evangelists <ul><ul><li>Guild leaders and fan sites made the game huge – Blizzard was scared at launch </li></ul></ul><ul><ul><li>The stage was set for success, follow-through was the last stage… </li></ul></ul>
  • 11. Pitfalls: Apple’s Amazing One Button Mouse of Tomorrow
  • 12. <ul><ul><ul><ul><li>Jobs’ theory is buttons make technology more complex </li></ul></ul></ul></ul><ul><ul><ul><ul><li>One button was the obvious answer because that made it impossible to push the wrong button </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Also huge resistance to the two button mouse because it is what PCs had </li></ul></ul></ul></ul><ul><ul><ul><ul><li>For years people new to Apple would bring up adding a new button to the mouse to the ire of Jobs </li></ul></ul></ul></ul><ul><ul><ul><ul><li>After 7 years, the iMac finally got its second button, when it went to five buttons with MightyMouse </li></ul></ul></ul></ul>Apple Pitfall
  • 13. Getting your Technology Funded and Sold <ul><li>Identify the strategy – getting to market, selling to Microsoft, IPO </li></ul><ul><li>Who has the money? – look at the competitors funding, and who is supporting them (VCs, strategic advisors, board) – use blocking strategy </li></ul><ul><ul><li>Find strategic rivals – Intel vs. AMD, Sony vs. MSFT, Fox vs. Warner Bros. </li></ul></ul>
  • 14. Getting your Technology Funded and Sold <ul><li>Be open to people who almost made it and failed </li></ul><ul><ul><li>They want a second chance to make good on their vision </li></ul></ul><ul><li>Be willing to accept feedback, and help </li></ul><ul><li>Know that most funding comes with expert or “expert” advice, so choose your money smartly </li></ul>
  • 15. Getting your Technology Funded and Sold <ul><li>Be realistic in your expectations </li></ul><ul><ul><li>(Bioware, Club Penguin – throw off the “real numbers”) </li></ul></ul><ul><li>Leverage PR/marketing to build brand in advance of a sale or shopping for a sale </li></ul><ul><li>Utilize your network and those of your evangelists </li></ul>
  • 16. Thank You

×