Pop Idol as Your Business Model

clickadvisor

Pop Idol as Your Business ModelThe Power of Participation

Dr Paul Marsden

clickadvisor

Who’s the guy with Jacko?

clickadvisor

“He should be melted down into glue”Chris Martin, Coldplay

clickadvisor

Simon FullerThe Man Behind the Pop Idol Franchise

clickadvisor

Pop IdolParticipatory Entertainment

clickadvisor

Pop Idol GenerationWhere’s the Mouse?

clickadvisor

Web 2.0Participatory Media

clickadvisor

Participatory Media>50% of Top Sites Now Driven By Participatory Media

clickadvisor

Participatory MediaNot the End of Corporate Art, but...

clickadvisorParticipatory Marketing

Brands Do Pop Idol


Brands Do Pop Idol


Brands Do Pop Idol


Brands Do Pop Idol


Brands Do Pop Idol


Brands Do Pop Idol


Participation Beyond Pop Idol: Brand Ambassadors

clickadvisor

Participatory MarketingClosing the Loop with Consumers

Participatory MarketingParticipation Beyond Pop Idol: Collaborative Filtering


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


Increases Brand Loyalty and Brand Advocacy


Drives Brand Trial and Word of Mouth


Four Times as Effective as Television Advertising


Self-funding Marketing


Builds Brand Equity


Builds Brand Equity

Branding: “Establishing efficient, choice-shaping associations with the brand name”

clickadvisorParticipatory MarketingListen and Be Seen Be Listening


Actually Listening

Lake

Wobegon

Syndrome


Actually Listening

80% of CEO’s believe their brands offer a superior experience...

Lake

Wobegon

Syndrome


Actually Listening

80% of CEO’s believe their brands offer a superior experience...

...8% of their customers agree

Bain & Co

Lake

Wobegon

Syndrome

clickadvisor

One More Thing...Back to Pop Idol (Sorry)

clickadvisor

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

clickadvisor

Screening for PotentialProfessional Juries

clickadvisor

Screening for PotentialPeople Juries

clickadvisor

Owning the OutputCommercialise the hell out of the winner

clickadvisor

Pop Idol is Not TrivialThe Science Bit: Application to Business of Darwinian Genius

Creativity=

STEP 1: Random Variation+

STEP 2: Competitive Selection

clickadvisor

Pop Idol is The Ultimate Creative EngineSurvival of the Fittest Creativity

clickadvisor


clickadvisor


clickadvisorThreadless: Pop Idol for Graphic Designers

Web Business for Spotting and Commercialising Talent

clickadvisorInnoCentive: Pop Idol for Scientists


clickadvisoriStockphoto: Pop Idol for Photographers


clickadvisorOpenAd: Pop Idol for Creatives


clickadvisorTopCoder: Pop Idol for Geeks


clickadvisorHosting Your Own Pop Idol












clickadvisor

Pop Idol: “Competitive Crowdsourcing”Outsourcing to the Crowd

Jeff Howe

clickadvisor

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

http://en.wikipedia.org/wiki/Contractor

http://en.wikipedia.org/wiki/Contractor

http://en.wikipedia.org/wiki/Outsourcing

http://en.wikipedia.org/wiki/Outsourcing

clickadvisor

Wrap Up

clickadvisor

Wrap Up

1. Pop Idol: Effective Digital Marketing ModelGold Standard Participatory Marketing

clickadvisor

Wrap Up


clickadvisor

Wrap Up


2. Pop Idol: Effective Digital Business ModelOnline Talent Spotting & Commercialisation as Web 2.0’s Golden Egg

clickadvisor

[email protected]

mailto:[email protected]

mailto:[email protected]