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The Grateful Dead are
the most successful
live band in history.
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They played over 2300 shows to
approximately 40 million people.
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Lead singer Jerry Garcia smoked more
weed, snorted more cocaine, ingested more
hallucinogenics and injected more heroin
than any other musician in history...
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...except, perhaps, for Keith Richards.
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The ‘Deadheads’ are the most loyal
music fans in Rock n’ Roll.
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marketing lessons from a
60’s rock n’ roll band
building a passionate
online community
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This is not a social media presentation.
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This is a presentation about
building a community.
* Kittens will die every time a term like ‘join the conversation’ is used.
*
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Let’s look at the problems that we’re
facing in the current environment.
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Every two days we create
as much information as we
did from the dawn of
civilization up until 2003.
noise! PROBLEM #1:
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I have 2 million people
on my Facebook page
who I can talk to directly.
Why do I need
traditional advertising?
confusion about the state of marketing
PROBLEM #2:
Robert Polet, CEO Gucci Global
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everyone’s looking for
the next ‘big thing’
PROBLEM #3:
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unrealistic
expectations of
social media
PROBLEM #4:
I want a) a Facebook page
b) a viral video c) pop
d) fizz e) fruit salad
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there’s a deluge of social media campaigns PROBLEM #5:
I clicked on ‘Like’.
Now I want my
%$#%ing iPad!
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behaviours are changing, fast! PROBLEM #6:
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What does it mean to create a community?
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The word ‘community’
derives from the Latin
communare which
means to share.
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The
Com
mun
ity
Bui
ldin
g G
rid
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The Holy Grail
of Community
Marketing?
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It’s when those community members
start talking to each other.
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two local publishing case studies…
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What marketing lessons can we
learn from the Grateful Dead?
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Have a cause. LESSON #1:
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Give content freely. LESSON #2:
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Create unique
idiosyncrasies.
LESSON #3:
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Identify influential
ambassadors.
LESSON #4:
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Empower members. LESSON #5:
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Interact relentlessly
LESSON #6:
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Rewards, often.
LESSON #7:
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is community
building really all
that important?
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46 yrs after Grateful Dead was founded...
800,000 fans on Facebook
$60m merchandise per annum
Over 100 licencees of Dead
paraphernalia in the US
Dead Bean Bear 2nd only to Beanie
Babies for most pop. bean bag toy
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According research by to
McKinsey & Company,
customers within a community
are 9 times more likely to buy
their product than a
competing product from
outside that community.
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Thanks for Listening.
(feedback to @Fred_Roed
please!)
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* Woop. No kittens died.
heavychef.com | worldwidecreative.co.za
*