This document discusses marketing strategies for kids' content across multiple media platforms. It provides 6 key conclusions: 1) Crowds are learning from the web; 2) Creativity is becoming borderless; 3) Give the community a chance to be part of it; 4) Let them tell their own stories with your characters; 5) Fix, guide, and earn; 6) A marketing approach achieved sales of 10 million in 10 days. The document also outlines strategies for an integrated cross-media approach, open development of kids' content, and using new media marketing channels.

1. KIDS' PROPERTIES AND CROSS MEDIA PLANNING Marketing by E-Partizipation

2. Agenda 2 verypracticalexamples 1 lessontheory 1 practicalexampleagain & 6 conclusions

8. Conclusions #1 The crowdislearningfromthe web! ergo #2 The creativityisbecomingborderless!

26. Conclusions #3 Givethecommunity a chancetobepartof it. #4 Letthemtelltheirownstoryswithyourcharacters #5 Fix – Guide - Earn

27. Ecoworldfor Kids Content Competitors Public Technology Suppliers Customers relatives Customers mates Customers teachers Distributors Mobile Customers Technology Partners Broadcasters Artists Investors Merchandisers Games Web

28. Market Approach for Kids Content Tools Content Communication Events Market levels Creators, partners Characters, logo, identification A - Messages Intranet, Alerts, Chats, Forums A - Events Distributors Content, logo, slogan A - targetgroupmessages visits, networking letters, E-Mail Broadcasters Content, brand, slogan A - targetgroupmessages Networking, letters, visits Content Public Press release Fax, E-Mail Media conference Webchannels Channel adaptedcontent Postings, Uploads Teachers How-to –use- content A - targetgroupmessages Webpage, Newsletter Summer sessions Webpage Parents, family What-to-present- content A – targetgroupmessages Homepages Skype conferences, Kids Main contentandcharacters Uploads & downloads

29. Integrated Cross Media Strategy Resources Forms Objects Goals Time frame Long term Standard messages, arguments, pictures Consistencyoriginality, commonground Content integration functional Thematicadjustmentbyconnectinglines instrumental horizontal vertical Formal integration Compliance with formal design principles Presence, conciseness, clarity Standard Signs/Logos, Slogans byfonts, size und colours Mid & longterm Coordinationwithinandbetweenplanningperiods Consistency, continuity Event Planning "timing“ Short & midterm Time integration AdaptedbyBruhn&Boenigk 1999

30. Open Development of Kids Content Recruiting, Akquisition Creation Communitybuilding Characters, Context, Styles, Brand, etc. Blog, Intranet, Web Uploads Vids Pics Cooperation Partner, CoWorkers (Ruledescriptions) Seedmoney FFF Merchandiser etc. Supplier, Artists, Musicans, Moderators etc. Twitter, Facebook, Youtube Pics Shots Licensing, Co-Branding Recruiting, Akquisition Storytelling Game Earning, Earning, Earning ... Startingoveragain- withthe same BRAND Game Idea Script Game App Development Game Distribu-tion YouTube Series < 2‘ Broadcast Series > 5‘ iPad Comic Merchandising Boardgame, Outdoor, Cuttletoys etc.

31. The Chance of New Media Marketing RRS Feeds SEO Blogs Wikis Nanocasting The all e-channel approach Landing Pages E-mail Apps Skype Mashups, Widgets Many-to-one Webinars Affiliate Programms

32. Value Chain

33. The #6 And Last Conclusion 10 Million sales in 10 days!

34. P.S. ChangingofBehaviorParadigm

35. P.S.S. A Cup of Coffee - with Love...

36. Backup

37. The MomentumEffect The word ‚momentum‘ referslooselytothe ‚momentumeffect‘. The momentumeffectis a phenomenonbywhich, underspecificconditions, exceptionalorganicgrowthisgreatedthatfeeds on itself. Thisexceptionelgrowthwe will simplycall ‚momentumgrowth‘. J.C Larreche

38. Momentum-poweredfirms Firm Years Firm Years Apple 10 Nike 10 BMW 30 Rentokil 20 Dell 10 Sony 10 FedEx 30 Starbucks 10 First Direct 15 Swatch 10 IBM 50+10 Tetra Pak 20 IKEA 20 Toyota 10 Johnson&Johnson 30 VirginAtlantic 20 Microsoft 20 Wal-Mart 30 J.C Larreche

39. The Value CreationProcess Value Extraction Focus: Internal Efficiency Value Capture Focus: Partner andcompetitors Value Origination Focus: Customers J.C Larreche

40. The TwinEnginesOfMomentum Vibrant Satisfaction Compelling Value Vibrant Retention Power Offer Design Power Offer Execution Compelling Insights Vibrant Execution Compelling Equity MomentumExecution Momentum Design J.C Larreche

41. Momentum Design AtSkype Compelling Value What do thesecustomersvalue? Communication, Low cost, Reliability, Freedom ofAcess, Sharedenjoyment Compelling Insights Whatthecustomerinsight? Extendinternetchatto live internetaudioandvideochat Power Offer Design What‘stheoffer? ‚The wholeworldcan talk forfree‘ Convienient, lowcost, enjoyableaudio & videotelephoneforbroadbandinternetusers Compelling Equity Whatvalue do theyhavetoSkype? Large baseofinternetsavyconsumerswithhigh potential forpaidpremiumproductsandadvertisingexposure J.C Larreche

42. MomentumExecutionatSkype Vibrant Satisfaction Whatdrivesemotions? BeatingthetelecomsproviderbetterthanexpectationsFun touse Power OfferExecution What‘stheoffer? ‚The wholeworldcan talk forfree‘ Convienient, lowcost, enjoyableaudio & videotelefonforbroadbandinternetusers Vibrant Retention What‘sdrivesaction? ‚The wholeworldcan talk forfree‘ Contactwithcommunity Prompt fromotherusers Already on PC Vibrant Engagement Whatdrivesadvocacy? ‚Member‘ of trendy club Sharing a good deal News value J.C Larreche

43. The Kano Model satisfied Performance Excitement Indifference Need not fullfield Need well fullfield Basic Noriaki Kano dissatisfied

44. The Power Offer Thatgripbetweencompellingvalueandcompellingequityprovidesthetractionthatstartsmomentum. J.C Larreche

45. Recent Power Offers BlackBerry Lexus BMW 5 Series Nespresso Boing 787 Nintendo DS Nintendo WiiCemex Commerce Bank Novartis Glivec Corona Red Bull Skype Swatch eBay Facebook Google First Direct Tetra Pak Tom Tom Harry Potter Toyota PriusiPhoneiPad iPod VirginAtlantic J.C Larreche

46. The ThreePillarsOf A Power Offer Power Crafting Compelling Proposition Compelling Target J.C Larreche

47. The Momentum Business Model Power Crafting Power Crafting Compelling Proposition Compelling Target Compelling Proposition Compelling Target Power Offer Design Power OfferExecution J.C Larreche

48. Customer SatisfactionandBehaviour Positive Champions Passive Customers Customer Engagement Neutral Desperados VeryDissatisfied Neutral VerySatisfied J.C Larreche Satisfaction Score