Pop Idol as Your Business Model

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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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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

clickadvisorThe Psychology of Participation / Pop Idol

The Hawthorne Effect

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”

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

clickadvisorThreadless: Pop Idol for Graphic Designers

Web Business for Spotting and Commercialising Talent

clickadvisorInnoCentive: Pop Idol for Scientists

Web Business for Spotting and Commercialising Talent

clickadvisoriStockphoto: Pop Idol for Photographers

Web Business for Spotting and Commercialising Talent

clickadvisorOpenAd: Pop Idol for Creatives

Web Business for Spotting and Commercialising Talent

clickadvisorTopCoder: Pop Idol for Geeks

Web Business for Spotting and Commercialising Talent

clickadvisorHosting Your Own Pop Idol

Web Business for Spotting and Commercialising Talent

clickadvisorHosting Your Own Pop Idol

Web Business for Spotting and Commercialising Talent

clickadvisorHosting Your Own Pop Idol

Web Business for Spotting and Commercialising Talent

clickadvisorHosting Your Own Pop Idol

Web Business for Spotting and Commercialising Talent

clickadvisorHosting Your Own Pop Idol

Web Business for Spotting and Commercialising Talent

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

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Thanks!paul.marsden@clickadvisor.com