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SXSW Daina Middleton

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SXSW Daina Middleton

  1. 1. @ DAI N AMI DDLE TON THE POWER OF PARTICIPATION .
  2. 2. MARKETING THROUGH PERSUASION IS OVER!
  3. 3. MARKETING THROUGH PARTICIPATION IS HERE TO STAY
  4. 4. 1982 STAR WARS $486MG R O S S
  5. 5. 1982 SPACE INVADERS $2BILLIONG R O S S 3 X T H E R E V E N U E O F S T A R W A R S
  6. 6. SPACE INVADERS PARTICIPATION FORMULA Discover How to Play the Game Empowered with Multiple Lives, Choose Weapons Connected to Other Players through Score-Saving
  7. 7. MINECRAFT: PARTICIPATION IN ACTION $240MILLION
  8. 8. D + E + C = P2 THE PARTICIPATION WAY Consistent organic activity delivers more engagement DISCOVER is about relevancy, the human desire for knowledge. Create an environment that promotes competence. ENGAGE participants through choice, motivate them to provide meaningful contributions to the product/brand CONNECT Humans love to connect with others (not just the brand) in meaningful ways. Facilitate interactions, “community” Results in increased engagement, action and Participation leading to increased engagement and actions -- Performance!

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