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Stop Selling Things & Start Building Things                     Matt Britton              Founder & CEO, Mr Youth         ...
“We are no longer in the business of advertising to  people. We are in the business of managing                 communitie...
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Socially Infused Marketing Funnel6
Evolving Role of Media Channels8
Evolving Role of Media Channels9
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ALL DIGITAL IS MOBILE!	  
Before social….two separate islandsExample	  of	  Super	  Bowl:	  	  Buying	  same	  #	  of	  impressions,	  but	  based	 ...
People are brands, brands are peopleExample	  of	  Super	  Bowl:	  	  Buying	  same	  #	  of	  impressions,	  but	  based	...
Success = An Active Community                COMMUNITY                                       Loyalty     Dialogue      Par...
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A Crazy 8 YearsConsume   rJourney                                     YouTube:                                            ...
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Solving	  a	  major	  need	  due	  to	  markeDng	  shiFs	  	  A"en%on	                               Par%cipa%on	  
How	  can	  parDcipaDon	  be…	           Scalable	   +	   Measurable	  
What	  is	  parDcipaDon?	  	             Real-­‐Time	  Insights	                       +	               Collabora%on	     ...
The	  Answer:	  Crowdtap	  it!	  	                                              On-­‐Demand	                              ...
What	  is	  a	  brand	  crowd?	                                        Brand	  Crowd	                                     ...
Recruit	  and	  mobilize	  new	  and	  exisDng	  advocates	                                                             CR...
The	  User	  Experience:	  Farmville	  Meet	  ApprenDce	  
Build	  and	  scale	  your	  brand	  crowd	  over	  Dme	               Crowd	  grows	  with	  launch	  of	  new	  ac%ons	  
Leverage	  the	  crowd	  for	  on-­‐demand	  parDcipaDon	  
Target	  crowds	  of	  influenDal	  &	  insighRul	  members	  
Crowdtap	  in	  acDon	  
Stay	  in	  touch	  with	  trends	                                               Same	  day	                              ...
Get	  pulse	  checks	  on	  products	  and	  adverDsing	                                                        1,000+	   ...
Ideate	  and	  brainstorm	  with	  targeted	  crowds	                                                  Crowdsourced	      ...
Seed	  and	  spread	  online	  content	  
Drive	  word-­‐of-­‐mouth	  with	  product	  sampling	                                                     6,000+	  	     ...
Build	  brand-­‐centric	  experiences	  with	  consumers	  
Create	  an	  integrated	  parDcipaDon	  channel	          VIP	  Network	  of	  brand	  advocates	  
Leverage	  the	  network	  to	  drive	  buzz	  
ParDcipate	  with	  a	  network	  of	  tens-­‐of-­‐thousands	  	  	                                          Polls:	      ...
TODAY	  
Strong	  industry	  buzz	  since	  launching	  at	  SXSW	  	  	                         “                                 ...
Partnered	  with	  many	  leading	  agencies	  	  
Leveraged	  by	  leading	  brands	  across	  verDcals	  
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ConsideraDons	  	  	  •         Funding	  for	  the	  long	  haul	  •         	  Balancing	  client	  priori%es	  vs.	  pr...
QuesDons?	  Cheap	  Shots?	  Hugs?	                              	                              	                   Maa	  ...
MDW Boulder April '11 | Matt Britton_Creating Your own IP and the Launch of Crowdtap
MDW Boulder April '11 | Matt Britton_Creating Your own IP and the Launch of Crowdtap
MDW Boulder April '11 | Matt Britton_Creating Your own IP and the Launch of Crowdtap
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MDW Boulder April '11 | Matt Britton_Creating Your own IP and the Launch of Crowdtap

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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.

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MDW Boulder April '11 | Matt Britton_Creating Your own IP and the Launch of Crowdtap

  1. 1. Stop Selling Things & Start Building Things Matt Britton Founder & CEO, Mr Youth @MattyB123 MattB@MrYouth.com1
  2. 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
  3. 3. 3
  4. 4. 4
  5. 5. 5
  6. 6. Socially Infused Marketing Funnel6
  7. 7. Evolving Role of Media Channels8
  8. 8. Evolving Role of Media Channels9
  9. 9. 10
  10. 10. ALL DIGITAL IS MOBILE!  
  11. 11. Before social….two separate islandsExample  of  Super  Bowl:    Buying  same  #  of  impressions,  but  based  on  social  tentacles  –  some  brands  will  experience  more  ROI  and  longer  campaign  tail.  
  12. 12. People are brands, brands are peopleExample  of  Super  Bowl:    Buying  same  #  of  impressions,  but  based  on  social  tentacles  –  some  brands  will  experience  more  ROI  and  longer  campaign  tail.  
  13. 13. Success = An Active Community COMMUNITY Loyalty Dialogue Participation Engagement Connection14
  14. 14. 15
  15. 15. 16
  16. 16. 17
  17. 17. A Crazy 8 YearsConsume rJourney 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 demoEmergingTechnolo gy 18
  18. 18. 19
  19. 19. 20
  20. 20. 21
  21. 21. 22
  22. 22. 23
  23. 23. 25
  24. 24. 26
  25. 25. Solving  a  major  need  due  to  markeDng  shiFs    A"en%on   Par%cipa%on  
  26. 26. How  can  parDcipaDon  be…   Scalable   +   Measurable  
  27. 27. What  is  parDcipaDon?     Real-­‐Time  Insights   +   Collabora%on   +   Word-­‐of-­‐Mouth  
  28. 28. The  Answer:  Crowdtap  it!     On-­‐Demand   Consumer   ParDcipaDon   PlaRorm    
  29. 29. 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  
  30. 30. Recruit  and  mobilize  new  and  exisDng  advocates   CRM  
  31. 31. The  User  Experience:  Farmville  Meet  ApprenDce  
  32. 32. Build  and  scale  your  brand  crowd  over  Dme   Crowd  grows  with  launch  of  new  ac%ons  
  33. 33. Leverage  the  crowd  for  on-­‐demand  parDcipaDon  
  34. 34. Target  crowds  of  influenDal  &  insighRul  members  
  35. 35. Crowdtap  in  acDon  
  36. 36. Stay  in  touch  with  trends   Same  day   data  for  a     big  mee%ng  
  37. 37. Get  pulse  checks  on  products  and  adverDsing   1,000+   responses   overnight  
  38. 38. Ideate  and  brainstorm  with  targeted  crowds   Crowdsourced   product   development    
  39. 39. Seed  and  spread  online  content  
  40. 40. Drive  word-­‐of-­‐mouth  with  product  sampling   6,000+     Tweets  
  41. 41. Build  brand-­‐centric  experiences  with  consumers  
  42. 42. Create  an  integrated  parDcipaDon  channel   VIP  Network  of  brand  advocates  
  43. 43. Leverage  the  network  to  drive  buzz  
  44. 44. 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.  
  45. 45. TODAY  
  46. 46. Strong  industry  buzz  since  launching  at  SXSW       “ “ 1  of  8  hoaest  startups  at  SXSW  
  47. 47. Partnered  with  many  leading  agencies    
  48. 48. Leveraged  by  leading  brands  across  verDcals  
  49. 49. 52  
  50. 50. 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  
  51. 51. QuesDons?  Cheap  Shots?  Hugs?       Maa  Briaon   Founder  &  CEO:  Mr  Youth   @MaayB123   MaaB@MrYouth.com          54  

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