Evolving from Ideation and Managing to
Innovating and Building- Matt Britton, Founder & CEO, Mr Youth. Learn how to create a distinct competitive advantage
beyond people and ideas through the creation of proprietary advertising technology.
MDW NY | Michael Tabtabai_Great Digital Creative Ideas
MDW Boulder April '11 | Matt Britton_Creating Your own IP and the Launch of Crowdtap
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
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
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
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
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.
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