Presentation given to Adtech Shanghai about Consumer Generated Content, Open Source Marketing, Involving Consumers in Research.

1. WOMM, Buzz
Ad Tech, Shanghai
Ian Farmer
CEO
FRONTIERING
Frontiering.com.au
+ 61 417 460 518
This document contains proprietary information to Frontiering and should not be released without prior written agreement

2. Australian Lingo
Good Day G’day
Have a look Gander
Football Footy
Extremely good ORSIM

3. ORSIM – a new way of marketing
Open Source
Research (Consumer Insight)
Shaper-Lead
Innovation &
To
Marketing (diffusion)
da
y’
s
Ag
en
da

4. The idea - broadly
Consumers – Lea d Users - Shapers
L et them
velop and test idea s (research)
de
‘product’ and ‘cre ative’ (innovate)
design
ad message via W OM (diffusion)
spre
t h e ir
for your^ Brand

5. Open Source Marketing
Consumer Generated Media
Mark Hughes – Buzz Marketing
Give consumers access
to the brand
Listen to what they say
Let go and allow them
to interact
WOMM

6. Word Of Mouth
Chatter – stimulated by something new , cool, different ,
interesting, outrageous (buzz)
Advocacy (or detraction) – stimulated by an experience
(personal or referred) with the brand
WOMM – Sti
mulating con
and making versations
it easier for pe
recommend an o p l e to
d sample your
products

7. ORSIM – a new way of marketing
Open Source
Research (Consumer Insight)
Shaper-Lead
Innovation &
To
Marketing (diffusion)
da
y’
s
Ag
en
da

8. Research (consumer insight)
'find-
a-need
‘lead-
and- V user-
fill-it- method’
method' 8 x more*
effective!
(Traditional) (ORSIM)

9. Research – example
Brand Manager for a day
Who Participated
1700+ participants
1000+ ideas generated
Used existing purple paws email
34% participation
120 ideas taken for further
development

10. ORSIM – a new way of marketing
Open Source
Research (Consumer Insight)
Shaper-Lead
Innovation &
To
Marketing (diffusion)
da
y’
s
Ag
en
da

11. Shaper-lead (influencers)
ters
Defined by several parame
Connection - degree of connection
within the social network
Persuasiveness - ability to
convince, persuade and lead others
Credibility - the extent to which a
person is considered a credible
source of information
fo r
et he catalysts
S hapers can b bout your br
an d
da
sprea ding the wor

12. ORSIM – a new way of marketing
Open Source
Research (Consumer Insight)
Shaper-Lead
Innovation
To
Marketing (diffusion)
da
y’
s
Ag
en
da

13. Innovation (shaper lead)
Lego’s example
The
industrial
designer
With my
I really like building LEGO sets
background
with real bricks. I have fun
in industrial being creative and making
design and my own sets using the
engineering LEGO Digital Designer. It
, I find that challenges me to use my
LEGO own imagination and build
an original creation.
bricks are a
great
material to
work with.

14. ORSIM – a new way of marketing
Open Source
Research (Consumer Insight)
Shaper-Lead
Innovation &
To
Marketing (diffusion)
da
y’
s
Ag
en
da

15. ORSIM Marketing
Create your next Ad

16. ORSIM Marketing
Your next design
Pictures for your next brochure

17. ORSIM Marketing
Start a brewery?

18. Brand database, public lists
ORSIM Model
1. Target demographic
ent
gem
ana
4. M
2. Incentive
3. Shaper
filter Discovery
Motivation
Innovation
Diffusion
5. Tribe-ware
Viral Seeds
ent
agem
Eng

19. Your brand - ORSIM?
Open Source Marketing
Research (discovery)
Selection of Shapers (Impact capital testing)
Innovation process (Tribe-ware, Viral seeds)
Marketing (Architects for your brand)
specialists in ORSIM Marketing

20. www.frontiering.com.au