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TBWA\DIEGO

THE FLIRT MODEL: KEY ISSUES IN COLLECTIVE

CUSTOMER COLLABORATION

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Sami Viitamäki

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COLLECTIVE CUSTOMER COLLABORATION

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Marketing Now 1.000.000 100.000 10.000 1000 100 10

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SO HOW DO WE DO IT RIGHT?

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THE FLIRT MODEL

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WHERE DO WE START?

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FOCUS Business Objectives

SCOPE

DEPTH

Customer Participants

Organization Capabilities SCALE

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EVALUATION

Innovation Product Development Marketing

Decision making

Voting & Rating

Closed Submission

RISK COMMITMENT

COSTS/BENEFITS

ORGANIZATION PARTICIPANTS BUSINESS OBJECTIVES

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WHAT WILL WE TALK ABOUT?

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FOCUS LANGUAGE

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FOCUS LANGUAGE

SOCIAL OBJECTS

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HOW WILL WE TALK ABOUT IT?

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7 Building Blocks of the social web

Identity Conversations

Sharing

Relationships

Presence

Reputation Groups

http://nform.ca/publications/social-software-building-block

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Identity Conversations

Sharing

Relationships

Presence

Reputation Groups

http://nform.ca/publications/social-software-building-block

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Identity Conversations

Sharing

Relationships

Presence

Reputation Groups

http://nform.ca/publications/social-software-building-block

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Identity Conversations

Sharing

Relationships

Presence

Reputation Groups

http://nform.ca/publications/social-software-building-block

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FOCUS LANGUAGE SOCIAL INTERACTION

SOCIAL OBJECTS

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WHAT'S OUR ROLE?

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FOCUS LANGUAGE SOCIAL INTERACTION

SOCIAL OBJECTS

ORGANIZATION PRESENCE

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WHAT'S IN IT FOR THE PARTICIPANT?

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FOCUS LANGUAGE INCENTIVES

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FOCUS LANGUAGE INCENTIVES

INTRINSIC

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FOCUS LANGUAGE INCENTIVES EXTRINSIC IMMATERIAL

INTRINSIC

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FOCUS LANGUAGE INCENTIVES EXTRINSIC IMMATERIAL

INTRINSIC

EXTRINSIC MATERIAL

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HOW DO I STAY IN CONTROL?

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FOCUS LANGUAGE INCENTIVES RULES

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FOCUS LANGUAGE INCENTIVES RULES

INITIATION

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FOCUS LANGUAGE INCENTIVES RULES CREATION & INTERACTION

INITIATION

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TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° http://www.flickr.com/photos/iboy_daniel/66954315/

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FOCUS LANGUAGE INCENTIVES RULES CREATION & INTERACTION

INITIATION

IP & LEGAL

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HOW DO I MAKE IT HAPPEN?

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FOCUS LANGUAGE INCENTIVES RULES TOOLS

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FOCUS LANGUAGE INCENTIVES RULES TOOLS

PLATFORM

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FOCUS LANGUAGE INCENTIVES RULES TOOLS

PLATFORM

CREATION

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FOCUS LANGUAGE INCENTIVES RULES TOOLS

PLATFORM

CREATION

MONITORING &

ACTION

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FOCUS

Organization Capabilities

Scope of Activity

Depth of Activity

Business Objectives

Scale of Activity

Customer Participants

LANGUAGE

Social Interaction

Organization Presence

Social Objects INCENTIVES

Intrinsic Extrinsic immaterial

Extrinsic material

RULES Initiation

Creation & Interaction

IP transfer & Legal

TOOLS Monitoring & Action

Creation & Interaction Platform

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FOCUS LANGUAGE INCENTIVES TOOLS RULES

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DIEGO\

Strategy for Growth Knowhow and Skill

Management and Training …For the Networked Environment

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F L I R T

P L U S

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POWERFUL STORY

LIVING AN ADVENTURE

UNBEATABLE CONTENT

SURPRISE & DELIGHT

FOCUS LANGUAGE INCENTIVES RULES TOOLS

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Thank You! Sami Viitamäki TBWA\DIEGO

sami.viitamaki@diego.fi www.samiviitamaki.com