Enjoy my latest presentation about how GoPro built its brand to a multi billion dollar business with virtually no money spent on Big Idea advertising. The 7 Awesome Ways GoPro Wins in the Sharing Economy (GrahamDBrown) Download a sample of my latest book here http://www.grahamdbrown.com/digital-ape-slideshare

1. The 7 Awesome Ways GoPro
WINS in the Sharing Economy

2. http://catchourtravelbug.
com/blog/where-weve-been-
2/cycle-tour-across-australia-sept-
2013-to-mar-2014/
By
Graham D Brown

3. First, a little background...

4. This is a GoPro Camera
flickr © thart2009

5. Here’s why it’s
interesting...

7. Even in a “saturated” market

8. Which is even more
interesting because most
analysts failed to call it

9. Where is GoPro?

10. http://catchourtravelbug.
com/blog/where-weve-been-
2/cycle-tour-across-australia-sept-
2013-to-mar-2014/
Remember to CLICK the SHARE and LIKE
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11. http://www.GrahamDBrown.com/digital-ape-slideshare
If you can’t wait to the end, download now

12. Youtube
certainly
knows

15. So, how does GoPro do it?
flickr © martinwcox

16. Let’s look at
the key mindset
and tactics
of GoPro

17. ...and how it does
things differently

18. The 7 Awesome Ways GoPro
WINS in the Sharing Economy
flickr © rtadlock

19. 1. Storytelling
flickr © mcanevet

20. It’s not about the
GoPro Brand
it’s about
YOU

21. No, not YOU

22. How many
agencies
really get that?

23. It’s about YOU
the customer
flickr © saechang

24. and
YOUR
story

26. The old model
just doesn’t work
anymore

27. if GoPro did ad agency...

28. We’d see
lots of
ad agency
BIG IDEAS

29. like this?

30. or crazy
social
media
campaigns

31. tweet which paradise location you want
to see Kim surf in! #goprokardashian

32. So, getting this right
starts with
a mindset shift...

33. Enter...

34. 2. Brand Democracy
flickr © davidht

35. Give
people
a
VOICE

36. GoPro uses
social media
to give people
new ways
to
tell their story...

38. ...not new ways
to tell the
GoPro story

39. Big difference

40. Stop dreaming about
that Cannes Lion guys

41. and your
Big Idea

42. because
this is about
many small ideas...

43. ...and how
we embrace
that unofficial
brand narrative

44. 3. Curation not control
flickr © q80_outsider

45. An ad agency
can only produce
1 story

46. but...

47. Your customers
can produce
millions

48. millions
of
small
ideas

49. every

50. single

51. day

52. made
with
real
love

53. 4. Fans
flickr © newshour

54. Empower
customers who
produce content
because they love it

55. not because they
want to win an
industry award

56. … empower people
who
stay up all night

57. ...even when
the marketing
department
goes to sleep

58. because
this
isn’t
marketing

59. ...Fans
do this
day in
day out

60. 5. Authenticity
flickr © gordontarpley

61. Build on
this beachhead
of Fans
through
authentic
ecosystems

62. Like
Surf,
Skate
Mountain Biking
etc

63. ...all with their
own existing
lines of influence

64. Keeping it Real

65. Earning
trust
and
attention

66. ...not
paying
for it

67. 6. Joining the Dots
flickr © ttsuruda

68. Focus on
connecting
people within
the ecosystem

69. rather than
selling
to them

70. tighten
the
tribe

71. Always remember
that
one question
you
have to answer...

72. How can
you give them a
better tool
to connect ?

73. 7. Shareability vs Quality
flickr © leah fowler

74. Keep
innovation and
marketing
centered

75. on the
core proposition

76. that your role is
finding new ways
to help customers
share their stories

78. ...not
creating
a better
camera

79. So... go do something amazing

80. ...and make the customer
the HERO of the brand story

81. http://catchourtravelbug.
com/blog/where-weve-been-
2/cycle-tour-across-australia-sept-
2013-to-mar-2014/
Remember to CLICK the SHARE and LIKE
buttons below if you like this presentation

82. http://catchourtravelbug.
com/blog/where-weve-been-
2/cycle-tour-across-australia-sept-
2013-to-mar-2014/
Thank You!
By Graham D Brown
The Digital Ape

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