community session - icma meeting budapest
DESCRIPTION
TRANSCRIPT
![Page 1: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/1.jpg)
Folie 1Frank Schultheiss ICMA Conference Budapest 2009
![Page 2: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/2.jpg)
Folie 2Frank Schultheiss ICMA Conference Budapest 2009
The Key Question
do you want to be a shaper…or do you wantto be shaped? You can make a lot of money either way. But you have to understand the
rules of the game in order to succeed.
![Page 3: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/3.jpg)
Folie 3Frank Schultheiss ICMA Conference Budapest 2009
Clients: Shaping Brands
![Page 4: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/4.jpg)
Folie 4Frank Schultheiss ICMA Conference Budapest 2009
Agenda
Who we are
user driven changes
Engaging Strategies
The message is…
![Page 5: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/5.jpg)
Folie 5Frank Schultheiss ICMA Conference Budapest 2009
What we do
![Page 6: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/6.jpg)
Folie 6Frank Schultheiss ICMA Conference Budapest 2009
What we do
![Page 7: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/7.jpg)
Folie 7Frank Schultheiss ICMA Conference Budapest 2009
What we do
![Page 8: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/8.jpg)
Folie 8Frank Schultheiss ICMA Conference Budapest 2009
What we do
![Page 9: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/9.jpg)
Folie 9Frank Schultheiss ICMA Conference Budapest 2009
What we do
![Page 10: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/10.jpg)
Folie 10Frank Schultheiss ICMA Conference Budapest 2009
Who we are
Live Shopping
• One day, one deal• Every midday we
launch an event: one
sale that lives until it sells out, or the next midday (e.g. Woot.com)
![Page 11: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/11.jpg)
Folie 11Frank Schultheiss ICMA Conference Budapest 2009
Who we are
Live Shopping
• One day, one deal• Every midday we
launch an event: one
sale that lives until it sells out, or the next midday (e.g. Woot.com)
![Page 12: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/12.jpg)
Folie 12Frank Schultheiss ICMA Conference Budapest 2009
What we do
Live Shopping
• One day, one deal• Every midday we
launch an event: one
sale that lives until it sells out, or the next midday (e.g. Woot.com)
![Page 13: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/13.jpg)
Folie 13Frank Schultheiss ICMA Conference Budapest 2009
Who we are
![Page 14: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/14.jpg)
Folie 14Frank Schultheiss ICMA Conference Budapest 2009
What we do
Shopping Club
• Exclusive product bundles
• Access only with invitation (e.g. ventee-priovee)
![Page 15: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/15.jpg)
Folie 15Frank Schultheiss ICMA Conference Budapest 2009
Pet food & equipment in Europe
• Market size: 17 billons• Market share online: 1 %
![Page 16: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/16.jpg)
Folie 16Frank Schultheiss ICMA Conference Budapest 2009
What we do
![Page 17: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/17.jpg)
Folie 17Frank Schultheiss ICMA Conference Budapest 2009
What we do
![Page 18: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/18.jpg)
Folie 18Frank Schultheiss ICMA Conference Budapest 2009
What we do
![Page 19: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/19.jpg)
Folie 19Frank Schultheiss ICMA Conference Budapest 2009
What we do
seller buyer
Puppy Package
Profile transfer: patented process
![Page 20: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/20.jpg)
Folie 20Frank Schultheiss ICMA Conference Budapest 2009
Who we are
![Page 21: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/21.jpg)
Folie 21Frank Schultheiss ICMA Conference Budapest 2009
Who we are
![Page 22: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/22.jpg)
Folie 22Frank Schultheiss ICMA Conference Budapest 2009
Who we are
![Page 23: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/23.jpg)
Folie 23Frank Schultheiss ICMA Conference Budapest 2009
Who we are
![Page 24: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/24.jpg)
Folie 24Frank Schultheiss ICMA Conference Budapest 2009
Who we are
![Page 25: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/25.jpg)
Folie 25Frank Schultheiss ICMA Conference Budapest 2009
The Market
![Page 26: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/26.jpg)
Folie 26Frank Schultheiss ICMA Conference Budapest 2009
The Market
![Page 27: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/27.jpg)
Folie 27Frank Schultheiss ICMA Conference Budapest 2009
The Market
![Page 28: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/28.jpg)
Folie 28Frank Schultheiss ICMA Conference Budapest 2009
The Market
![Page 29: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/29.jpg)
Folie 29Frank Schultheiss ICMA Conference Budapest 2009
Agenda
Who we are
user driven changes
Engaging Strategies
The message is…
![Page 30: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/30.jpg)
Folie 30Frank Schultheiss ICMA Conference Budapest 2009
Change?
media change
technology change
![Page 31: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/31.jpg)
Folie 31Frank Schultheiss ICMA Conference Budapest 2009
Change?
Communication change
![Page 32: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/32.jpg)
Folie 32Frank Schultheiss ICMA Conference Budapest 2009
![Page 33: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/33.jpg)
Folie 33Frank Schultheiss ICMA Conference Budapest 2009
![Page 34: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/34.jpg)
Folie 34Frank Schultheiss ICMA Conference Budapest 2009
![Page 35: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/35.jpg)
Folie 35Frank Schultheiss ICMA Conference Budapest 2009
Change?
![Page 36: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/36.jpg)
Folie 36Frank Schultheiss ICMA Conference Budapest 2009
Change?
Engagementto the point.
![Page 37: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/37.jpg)
Folie 37Frank Schultheiss ICMA Conference Budapest 2009
Change?
Social Media Marketing
Social Network Marketing
Engagement
Web 2.0
Community Marketing
Groundswell
![Page 38: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/38.jpg)
Folie 38Frank Schultheiss ICMA Conference Budapest 2009
Agenda
Who we are
user driven changes
Engaging Strategies
The message is…
user driven commerce
![Page 39: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/39.jpg)
Folie 39Frank Schultheiss ICMA Conference Budapest 2009
Engagement?
� Case Net-A-Porter.com: designer fashion shop, 134 MIO $ revenues und 16 MIO $pretax profits
![Page 40: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/40.jpg)
Folie 40Frank Schultheiss ICMA Conference Budapest 2009
![Page 41: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/41.jpg)
Folie 41Frank Schultheiss ICMA Conference Budapest 2009
![Page 42: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/42.jpg)
Folie 42Frank Schultheiss ICMA Conference Budapest 2009
Engagement?
� Case Net-A-Porter.com: designer fashion shop, 134 MIO $ revenues und 16 MIO $pretax profits
� Fashion magazine as Engagement
Plattform
� continuous value source: relevant content
� Interaction solutions anytime –independent and on top of the buying process
![Page 43: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/43.jpg)
Folie 43Frank Schultheiss ICMA Conference Budapest 2009
Engagement Advertising?
Push
Advertising MessageDisplay
Demand Creation
Branding Image
Pull
Value SourceIntegration
Interactive
On demandService
user-drivencompany-driven
Classic vs. Engagement
![Page 44: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/44.jpg)
Folie 44Frank Schultheiss ICMA Conference Budapest 2009
VRM – Vendor RelationshipManagement
![Page 45: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/45.jpg)
Folie 45Frank Schultheiss ICMA Conference Budapest 2009
VRM – Vendor RelationshipManagement
![Page 46: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/46.jpg)
Folie 46Frank Schultheiss ICMA Conference Budapest 2009
VRM – Vendor RelationshipManagement
The idea is that there is much more money to be made, in helping demand find and drive supply, than in helping
supply find and drive demand.
The idea is that there is much more money to be made, in helping demand find and drive supply, than in helping
supply find and drive demand.
![Page 47: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/47.jpg)
Folie 47Frank Schultheiss ICMA Conference Budapest 2009
Identity Commons
The purpose of Identity
Commons is to support,
facilitate, and promote the
creation of an open identity
layer for the Internet -- one that
maximizes control,
convenience, and privacy for
the individual while encouraging
the development of healthy,
interoperable communities.
Powered by
VRM Project
![Page 48: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/48.jpg)
Folie 48Frank Schultheiss ICMA Conference Budapest 2009
Agenda
Who we are
user driven changes
Engaging Strategies
The message is…
![Page 49: Community Session - ICMA Meeting Budapest](https://reader034.vdocument.in/reader034/viewer/2022042813/547b60d5b4795983098b4dbc/html5/thumbnails/49.jpg)
Folie 49Frank Schultheiss ICMA Conference Budapest 2009
The Message is...
The communities are already out there:
Engage your customers!