The Power of Participation Marketing, Daina Middleton, Social Fresh Conference 2015.

1. @ D A I N A M I D D L E TO N
THE POWER OF PARTICIPATION
.

2. The PARTICIPATION FORMULA
“NURTURIST” BRANDS WIN

3. MARKETING THROUGH
PERSUASION IS OVER!

4. MARKETING THROUGH PARTICIPATION IS HERE TO STAY

5. 1982 STAR WARS
$486MG R O S S

6. 1982 SPACE INVADERS
$2BILLIONG R O S S 3 X T H E R E V E N U E O F S TA R WA R S

7. SPACE INVADERS
PARTICIPATION FORMULA
Players Discover How to Play the Game
Players Empowered with Multiple Lives, Choose Weapons
Connected to Other Players through Score-Saving

8. MINECRAFT: PARTICIPATION IN ACTION
$240MILLION

9. D + E + C = P2
THE PARTICIPATION WAY
Consistent organic activity delivers more engagement
DISCOVER
is about relevancy, the
human desire for
knowledge. Create an
environment that
promotes competence.
ENGAGE
participants through
choice, motivate them to
provide meaningful
contributions to the
product/brand
CONNECT
Humans love to connect
with others (not just the
brand) in meaningful
ways. Facilitate
interactions, “community”
Results in increased engagement, action and Participation leading to
increased engagement and actions -- Performance!

11. MEET THE
“NURTURIST”
ORGANIZATION

12. EMBRACE, TEST & LEARN1

14. INNOVATE, DON’T PERFECT2

16. ACT QUICKLY, MOTIVATE OTHERS
3

17. Departments/Teams

18. MIX & BLEND, BEYOND CREATE
4

19. • Strengthening brand/image/traffic
• Accessing new markets/customers
• Increasing of customer loyalty
• Reducing of marketing costs
• Measuring the potential value of an
intangible asset
Power of
Partnerships

20. EMBRACE FAILURES IN THE
PURSUIT OF RESULTS5

22. PARTICIPATION IS HERE TO STAY
“NURTURIST” BRANDS WIN

23. @ D A I N A M I D D L E TO N
THANK YOU!