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TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\DIEGO
THE FLIRT MODEL: KEY ISSUES IN COLLECTIVE
CUSTOMER COLLABORATION
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
Sami Viitamäki
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
COLLECTIVE CUSTOMER COLLABORATION
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
Marketing Now 1.000.000 100.000 10.000 1000 100 10
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
SO HOW DO WE DO IT RIGHT?
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
THE FLIRT MODEL
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
WHERE DO WE START?
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
FOCUS Business Objectives
SCOPE
DEPTH
Customer Participants
Organization Capabilities SCALE
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
EVALUATION
Innovation Product Development Marketing
Decision making
Voting & Rating
Closed Submission
RISK COMMITMENT
COSTS/BENEFITS
ORGANIZATION PARTICIPANTS BUSINESS OBJECTIVES
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
WHAT WILL WE TALK ABOUT?
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
FOCUS LANGUAGE
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
FOCUS LANGUAGE
SOCIAL OBJECTS
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
HOW WILL WE TALK ABOUT IT?
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
7 Building Blocks of the social web
Identity Conversations
Sharing
Relationships
Presence
Reputation Groups
http://nform.ca/publications/social-software-building-block
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
Identity Conversations
Sharing
Relationships
Presence
Reputation Groups
http://nform.ca/publications/social-software-building-block
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
Identity Conversations
Sharing
Relationships
Presence
Reputation Groups
http://nform.ca/publications/social-software-building-block
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
Identity Conversations
Sharing
Relationships
Presence
Reputation Groups
http://nform.ca/publications/social-software-building-block
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
FOCUS LANGUAGE SOCIAL INTERACTION
SOCIAL OBJECTS
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
WHAT'S OUR ROLE?
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
FOCUS LANGUAGE SOCIAL INTERACTION
SOCIAL OBJECTS
ORGANIZATION PRESENCE
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
WHAT'S IN IT FOR THE PARTICIPANT?
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
FOCUS LANGUAGE INCENTIVES
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
FOCUS LANGUAGE INCENTIVES
INTRINSIC
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
FOCUS LANGUAGE INCENTIVES EXTRINSIC IMMATERIAL
INTRINSIC
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
FOCUS LANGUAGE INCENTIVES EXTRINSIC IMMATERIAL
INTRINSIC
EXTRINSIC MATERIAL
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
HOW DO I STAY IN CONTROL?
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
FOCUS LANGUAGE INCENTIVES RULES
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
FOCUS LANGUAGE INCENTIVES RULES
INITIATION
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
FOCUS LANGUAGE INCENTIVES RULES CREATION & INTERACTION
INITIATION
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° http://www.flickr.com/photos/iboy_daniel/66954315/
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
FOCUS LANGUAGE INCENTIVES RULES CREATION & INTERACTION
INITIATION
IP & LEGAL
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
HOW DO I MAKE IT HAPPEN?
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
FOCUS LANGUAGE INCENTIVES RULES TOOLS
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
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TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
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TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
FOCUS LANGUAGE INCENTIVES RULES TOOLS
PLATFORM
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
FOCUS LANGUAGE INCENTIVES RULES TOOLS
PLATFORM
CREATION
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
FOCUS LANGUAGE INCENTIVES RULES TOOLS
PLATFORM
CREATION
MONITORING &
ACTION
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
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
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
FOCUS LANGUAGE INCENTIVES TOOLS RULES
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
DIEGO\
Strategy for Growth Knowhow and Skill
Management and Training …For the Networked Environment
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
F L I R T
P L U S
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
POWERFUL STORY
LIVING AN ADVENTURE
UNBEATABLE CONTENT
SURPRISE & DELIGHT
FOCUS LANGUAGE INCENTIVES RULES TOOLS
TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH° TBWA\PHS\POINTER\TANGO\TEQUILA\TOPIC\DIEGO\NORTH°
Thank You! Sami Viitamäki TBWA\DIEGO
[email protected] www.samiviitamaki.com