PROSUMERSSocial Media Marketing

Presented by: Danielle Zur

PRODUCERS + CONSUMERS“PROSUMERS”

First discussed by Marshall McLuhan in the 1970’s

Refined and coined by Alvin Toffler

“Highly involved hobbyists”

Mass Production Standardization

Mass Customizatio

n

Joint Innovation Creation in Online Consumer Groups

Online communities exist for almost all categories

Online communities

Products

Hobbies

Entertainment

Lifestyle

User Innovation Communities Active participation in the creation of goods

and services in an ongoing manner

Interaction and collaboration

Revealing innovation

Personal benefits Network effects Reputational gains Setting a standard Knowledge gains Fun and excitement

Netnographic Research Niketalk Why Basketball shoe community?

Large number of communities Close relationships and shared experiences Highly knowledgeable author Highly competitive market

Findings: Most members have extensive use experience Frequently share experiences, thoughts, opinions Used to support purchase decisions & innovative

product ideas

Joint Innovation Creation

Ideas Improvements Innovative ideas for all shoe components Share experience and expertise

Motives Community norms Giving back to the community 80% excitement driven 20% need driven Hobby or intended career

Joint Innovation Creation

Niketalk “designer”Jason Petrie

Nike Air MaxLebron VII

Consumer Co-creation Niketalk

Skibuilders

Lego Mindstorms

Takeaways Online communities contribute to the

development of tangible consumer goods Innovation results from collaboration Exchange of knowledge provides incentive to

belong to a community Excitement driven Managerial benefits

“Innomediaries” Be prepared to surrender intellectual property

rights!

QUESTIONS?