pop idol as your business model
DESCRIPTION
A presentation on participatory marketingTRANSCRIPT
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Pop Idol as Your Business ModelThe Power of Participation
Dr Paul Marsden
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Who’s the guy with Jacko?
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“He should be melted down into glue”Chris Martin, Coldplay
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Simon FullerThe Man Behind the Pop Idol Franchise
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Pop IdolParticipatory Entertainment
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Pop Idol GenerationWhere’s the Mouse?
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Web 2.0Participatory Media
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Participatory Media>50% of Top Sites Now Driven By Participatory Media
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Participatory MediaNot the End of Corporate Art, but...
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Brands Do Pop Idol
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clickadvisorParticipatory Marketing
Brands Do Pop Idol
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Brands Do Pop Idol
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Brands Do Pop Idol
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Brands Do Pop Idol
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Brands Do Pop Idol
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Participation Beyond Pop Idol: Brand Ambassadors
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Participatory MarketingClosing the Loop with Consumers
Participatory MarketingParticipation Beyond Pop Idol: Collaborative Filtering
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Participation Beyond Pop Idol: Participation for Good
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clickadvisorThe Psychology of Participation / Pop Idol
The Hawthorne Effect
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clickadvisorBrewtopia - A Pop Idol Brand
Participatory Marketing in Action
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Increases Brand Loyalty and Brand Advocacy
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Drives Brand Trial and Word of Mouth
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Four Times as Effective as Television Advertising
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Self-funding Marketing
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Builds Brand Equity
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Builds Brand Equity
Branding: “Establishing efficient, choice-shaping associations with the brand name”
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clickadvisorParticipatory MarketingListen and Be Seen Be Listening
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Actually Listening
Lake
Wobegon
Syndrome
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Actually Listening
80% of CEO’s believe their brands offer a superior experience...
Lake
Wobegon
Syndrome
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Actually Listening
80% of CEO’s believe their brands offer a superior experience...
...8% of their customers agree
Bain & Co
Lake
Wobegon
Syndrome
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One More Thing...Back to Pop Idol (Sorry)
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Original Pop Idol ConceptWeb Business for Spotting and Commercialising New Talent
Step 1: Source Talent From The Crowd
Step 2: Screen for Potential
Step 3: Own the Output
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Screening for PotentialProfessional Juries
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Screening for PotentialPeople Juries
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Owning the OutputCommercialise the hell out of the winner
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Pop Idol is Not TrivialThe Science Bit: Application to Business of Darwinian Genius
Creativity=
STEP 1: Random Variation+
STEP 2: Competitive Selection
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Pop Idol is The Ultimate Creative EngineSurvival of the Fittest Creativity
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Pop Idol is The Ultimate Creative EngineSurvival of the Fittest Creativity
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Pop Idol is The Ultimate Creative EngineSurvival of the Fittest Creativity
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clickadvisorThreadless: Pop Idol for Graphic Designers
Web Business for Spotting and Commercialising Talent
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clickadvisorInnoCentive: Pop Idol for Scientists
Web Business for Spotting and Commercialising Talent
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clickadvisoriStockphoto: Pop Idol for Photographers
Web Business for Spotting and Commercialising Talent
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clickadvisorOpenAd: Pop Idol for Creatives
Web Business for Spotting and Commercialising Talent
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clickadvisorTopCoder: Pop Idol for Geeks
Web Business for Spotting and Commercialising Talent
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clickadvisorHosting Your Own Pop Idol
Web Business for Spotting and Commercialising Talent
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clickadvisorHosting Your Own Pop Idol
Web Business for Spotting and Commercialising Talent
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clickadvisorHosting Your Own Pop Idol
Web Business for Spotting and Commercialising Talent
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clickadvisorHosting Your Own Pop Idol
Web Business for Spotting and Commercialising Talent
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clickadvisorHosting Your Own Pop Idol
Web Business for Spotting and Commercialising Talent
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clickadvisorHosting Your Own Pop Idol
Web Business for Spotting and Commercialising Talent
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Pop Idol: “Competitive Crowdsourcing”Outsourcing to the Crowd
Jeff Howe
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Crowdsourcing:
The the act of taking a task traditionally performed by an employee or contractor, and outsourcing it in the form of an open call
Pop Idol: “Competitive Crowdsourcing”Outsourcing to the Crowd
Jeff Howe
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Wrap Up
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Wrap Up
1. Pop Idol: Effective Digital Marketing ModelGold Standard Participatory Marketing
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Wrap Up
1. Pop Idol: Effective Digital Marketing ModelGold Standard Participatory Marketing
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Wrap Up
1. Pop Idol: Effective Digital Marketing ModelGold Standard Participatory Marketing
2. Pop Idol: Effective Digital Business ModelOnline Talent Spotting & Commercialisation as Web 2.0’s Golden Egg