1. CREATING
COMMUNITIES ERDEM OVACIK
THAT CARE 10/04/2013
Photography: Erdem Ovacik

2. Good old push doesn’t work

3. …and marketing folks know it already: “82% of marketers agree that
collaboration with customers will prevail over marketing.” 1-1media, 2008

4. Marketing folks can’t convince their bosses: 80 percent of CEO’s don't really trust
the work done by marketers. (Eloqua, 2012) => Should it be called marketing after all?

5. &
“Talk about”
So, marketing goals end up being a count on “Like’s” and “PTAs”. Doesn’t really
say much about the quality of the conversation.

6. “Listening” is good, but mainly just customer support and crisis management.
If you want to co-create, it’s not going to get you there.

7. Cognitive Surplus. We now have time & platforms to create stuff. (C. Shirky)
The question is “what activity will give me most satisfaction..?”

8. Status
Open badges. rankings
Access
Meet the team, see product pre/launch
Power
Get to vote
Stuff
Prizes
© Gabe Zichermann
Gamification motivators
Gamify – to win in the race for attention.

9. Status Access
Power Stuff
Can you adopt these concepts (online or offline)?

10. Be part of movement
bigger then yourself
Get in a flow
Pleasure activities
© Martin Seligman
Positive Psychology
Sources of happiness
“People who feel they made a difference are sustainably happier.”

11. Be part of
movement bigger
then yourself
Get in a flow
Pleasure activities
Counter-intuitive?

12. Some organizations take the challenge & make online crowd part of the team.
not only consumers, but co-creators.

13. Clear explanation of how you can have influence!
Thousands of designs submitted. But they have guidelines.

14. Heineken’s crowd-recruitment gives the fans the chance to define the identity of
the company by picking its staff!

15. “Mein Burger” Gernmany, 2011. 45,000 submissions, 21 million unique visitors.
Best campaign ever. Now repeated all over.

16. Rather promise something small and concrete then big and vague.

17. Online activism. Petitioning / Fundraising / Offline organizing...
Causes vs Avaaz, Greenpeace, etc: democracy to activism

18. From 0% to 10% in regional elections. 30% consider voting for them (exit polls).
What issue politic did they play on? None. They give the mic away.

19. Wedecide is a new service to help organizations listen in a different way.
It’s about making change happen.

20. Engage your clout on social media on questions of your interest.

21. Developing ideas together

23. Viral expansion thanks to deep integration with social networks

24. Thanks…
Stay in touch
@erdemnino
erdem@wedecide.com