The document discusses the shift from traditional advertising to community management in marketing, emphasizing the importance of engaging consumers as active participants. It presents Crowdtap as a solution to facilitate scalable and measurable consumer participation while leveraging brand advocates. The content highlights the evolving landscape of digital marketing driven by social interactions and real-time insights.

1. Stop Selling Things & Start Building Things
Matt Britton
Founder & CEO, Mr Youth
@MattyB123
MattB@MrYouth.com
1

2. “We are no longer in the business of advertising to
people. We are in the business of managing
communities.”
Coca-Cola CMO, Joe Tripodi at 2011 Consumer Electronics Show

3. 3

4. 4

5. 5

6. Socially Infused Marketing Funnel
6

8. Evolving Role of Media Channels
8

9. Evolving Role of Media Channels
9

10. 10

11. ALL DIGITAL IS MOBILE!

12. Before social….two separate islands
Example
of
Super
Bowl:
Buying
same
#
of
impressions,
but
based
on
social
tentacles
–
some
brands
will
experience
more
ROI
and
longer
campaign
tail.

13. People are brands, brands are people
Example
of
Super
Bowl:
Buying
same
#
of
impressions,
but
based
on
social
tentacles
–
some
brands
will
experience
more
ROI
and
longer
campaign
tail.

14. Success = An Active Community
COMMUNITY
Loyalty
Dialogue
Participation Engagement
Connection
14

15. 15

16. 16

17. 17

18. A Crazy 8 Years
Consume
r
Journey
YouTube: Micro-
Broadband: iPhone:
Everyone’s a blogging:
Faster web Mass adoption
star Inroads for real
experience of mobile web
time feedback
Social Networks: TiVo: Facebook:
New forms of social Tunes out 55+ is fastest
conversation advertising growing demo
Emerging
Technolo
gy
18

19. 19

20. 20

21. 21

22. 22

23. 23

25. 25

26. 26

28. Solving
a
major
need
due
to
markeDng
shiFs
A"en%on
Par%cipa%on

29. How
can
parDcipaDon
be…
Scalable
+
Measurable

30. What
is
parDcipaDon?
Real-­‐Time
Insights
+
Collabora%on
+
Word-­‐of-­‐Mouth

31. The
Answer:
Crowdtap
it!
On-­‐Demand
Consumer
ParDcipaDon
PlaRorm

32. What
is
a
brand
crowd?
Brand
Crowd
Highly
acDves
Fans
and
Followers
Open
to
direct
messaging
or
dialogue
Solu%on:
Messaging
via
Social
CRM
Consumers
and
Subscribers
Silent
purchasers
Solu%on:
E-­‐mails
to
CRM
Databases

33. Recruit
and
mobilize
new
and
exisDng
advocates
CRM

34. The
User
Experience:
Farmville
Meet
ApprenDce

35. Build
and
scale
your
brand
crowd
over
Dme
Crowd
grows
with
launch
of
new
ac%ons

36. Leverage
the
crowd
for
on-­‐demand
parDcipaDon

37. Target
crowds
of
influenDal
&
insighRul
members

38. Crowdtap
in
acDon

39. Stay
in
touch
with
trends
Same
day
data
for
a
big
mee%ng

40. Get
pulse
checks
on
products
and
adverDsing
1,000+
responses
overnight

41. Ideate
and
brainstorm
with
targeted
crowds
Crowdsourced
product
development

42. Seed
and
spread
online
content

43. Drive
word-­‐of-­‐mouth
with
product
sampling
6,000+
Tweets

44. Build
brand-­‐centric
experiences
with
consumers

45. Create
an
integrated
parDcipaDon
channel
VIP
Network
of
brand
advocates

46. Leverage
the
network
to
drive
buzz

47. ParDcipate
with
a
network
of
tens-­‐of-­‐thousands
Polls:
50,000+
Responses
Par%es:
10+
aaendees
per
party
Feedback:
1,500+
Ideas
Sampling:
Discussions:
6,000+
Tweets
3,000+
Opinions
Web
Share:
16+
views
per
share.

48. TODAY

49. Strong
industry
buzz
since
launching
at
SXSW
“ “
1
of
8
hoaest
startups
at
SXSW

50. Partnered
with
many
leading
agencies

51. Leveraged
by
leading
brands
across
verDcals

52. 52

53. ConsideraDons
• Funding
for
the
long
haul
•
Balancing
client
priori%es
vs.
project
priori%es
• Crea%ng
a
new
customer
base
• Diversifying
ownership
structure
• Dedica%on
of
top
talent

54. QuesDons?
Cheap
Shots?
Hugs?
Maa
Briaon
Founder
&
CEO:
Mr
Youth
@MaayB123
MaaB@MrYouth.com
54