mtv 24 04
DESCRIPTION
TRANSCRIPT
![Page 1: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/1.jpg)
HEADING TOWARDS THE FUTURE ASLEEP AT THE WHEEL
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MTV History
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VIDEO KILLED THE RADIO STAR
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MTV Future
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SOCIAL MEDIA KILLED THE VIDEO STAR
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– YOU ARE TOO LATE FOR THIS
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VIACOM IN $ 1BLN COPYRIGHT SUIT VS YOUTUBE –YOU ARE A SORE LOSER
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…AND TEENS WILL HATE YOU FOR THIS
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YOU DON‘T UNDERSTAND YOUTH CULTURE ANYMORE
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EXHIBITIONISM
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VOYEURISM
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EXCHANGE
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YOU ARE LOOSING YOUR HERITAGE
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… AND YOU DON‘T UNDERSTAND YOUR BUSINESS ANYMORE
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YOU ARE BUILDING COMMUNITY BRANDS (HUBS)…
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…AND MANAGE COMMUNITIES
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…OTHERS ARE CURRENTLY DOING IT BETTER
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INTEGRATING
th
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…EVEN COKE IS DOING IT BETTER!!!
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THE MYSPACE PARADOXON
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…MYSPACE DEPENDS ON YOU AND YOU DON‘T SEE IT
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…AND YOU ARE PUSHING THE BETTER ONES - *tststs*
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…ITS TIME TO WAKE UP!
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IT‘S THE END OF PURE VERTICAL INFLUENCE
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B C B C B
C
C
Transaction Marketing Relationship Marketing Interactional Marketing
Functional Productbenefit Emotional Productbenefit+ Functional Productbenefit
Social Productbenefit+ Emotional Productbenefit
+ Functional Productbenefit
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The Social Network Community Industry
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Global Trends 2007+!
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s
Visual Communication
Web 2.0
Social Bookmarking
(Mobile-) TaggingMobile Widgets
Mobile Communities
Second Life
Social Gaming
Open InnovationCrowd Sourcing
Location Based Services 2.0
Dynamic SearchEngine Marketing
YouTube-Research
Consumer Generated MediaWifi-Communities
Word-of-MouthMarketing
Brandience
Embedded Branding
TivO
P2P
CrossMobile
Consumer-Control
Mediafragmentation
Dynamic Pricing
Geo-Blogging
Scienfotainment
Live-Research
Brandtainment
Earthmarketing
Search for Meaning
Jetrosexual
Sceptizism
Info-Overload
Geo-Gaming
Geostreaming
Disruption
Gameplacement
Mobile Blogging
Product-Kits
Self-Reliance
Local Customization
Business Blurring and Convergence
RFID
Planned Spontaneity
50+Flocks/GreyCommunities
Parasite Kids/Singles
Mobile-Cocooning 2.0
Retro-Obsolescence
Social Brand Politics
Glocalisation
Third Place
Social-Branding
Source: Brand Science Institute/ N=1136
VillagingGeo-Communities
Ethnic-Communities
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everything
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Challenges
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LOT‘S OF FISH IN THE SEA
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SHRINKING COOLNESS
![Page 33: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/33.jpg)
Quelle: Northeastern University
LONGER COMMUNITY
GROWTH CYCLES
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INNOVATION GAP FOR 3-4 YEARS
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ANTHROPOLGY vs.
TECHNOLOGY
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ABER!DANGER OF PARA-SOCIAL GROUP BEHAVIOR
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CULTURAL DIFFERENCES
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RESEARCH?
MARKETING?
ADVERTISING?
PR?
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Opportunities
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2006
2007
2010
$95$350
$205
$865
$2150$710 $70 $780
$90 $2240
Social Network Community „Ad“ Spending
Note: Definitions includes general social network sites where social networking is the primary activity, social network offerings, vertical social network devoted to a specific hobby or interest, and social networks created by a marketer that are either stand-alonesites or part of a larger marketer site. In all case, figures include online advertising spending as well as fees paid to social networkingventures for site or profile page development
Europe
US
Convergence Budgets Source: Emarketer/Komjuniti
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TOP ADVERTISERS SHIFTING
BUDGETS INTO SOCIAL NETWORK
COMMUNITIES
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![Page 43: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/43.jpg)
NEW ADVERTISING
MODELS
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NETWORK BASED ADVERTISING CONTEXT
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P
PLVS RLT
I
II
IIIIV
V
AWAKINGEUROPEAN COMMUNITY CLUSTERS
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STICKINESS OF COMPETITORS TO
COMMUNITY MODELS
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How did we help the industry lately?
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![Page 49: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/49.jpg)
EBAY WORLDSHOPPING
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NIKE GEO-GAMING
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COCA-COLA ENTERTAINMENT
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NOKIA MOBILEBLOGGING
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MACY‘S TAXI COMMUNITY
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MTV SHAZAM
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This isn‘t the sort of thing we show oursenior management…
Puuhh - We areproducing contentnot social networks
We have already gotsend-to-a-friend e-cardsand MTV Overdrive
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More community members everyday….
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„The Changing Paradigma“
…what are the reasons
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Source: Spiegel
Consumers Learn
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![Page 60: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/60.jpg)
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DECENTRALIZATION
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LOW COST
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COMPLEXITY
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CONSUMERS ARE FREE OF BIAS BORN OF THE DESIRE
FOR A SALE – THEY BELIEVE MORE IN WHAT
OTHER CONSUMERS SAY!
![Page 65: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/65.jpg)
…what are social network communities?
![Page 66: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/66.jpg)
A community usually refers to a group ofpeople who interact and share certainthings as a group, in which intent, belief,resources, preferences, needs, risks and a number of other conditions may be present and common, affecting the identity of the participants and their degree of adhesion.
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…main factors?
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LUCK?
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…let me ring up Sumner Redstone...
God knows what weare going to do withMySpace… (July 2006)
This thing may be worth$6 billion! (Nov 2006)
MONEY?
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No!
![Page 71: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/71.jpg)
Community
Shared Interest/ Motivation
Space of Interaction
Interaction Members/ Networks
![Page 72: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/72.jpg)
…what is interaction?
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![Page 74: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/74.jpg)
ONLY ONE-TO-ONE OR FACE-TO-FACE
INTERACTION?
![Page 75: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/75.jpg)
No!
![Page 76: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/76.jpg)
COMMUNICATION IN ONLINE AND OFFLINE
ENVIRONMENTS
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OBSERVATION OF OTHERS
![Page 78: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/78.jpg)
…how do social network communities grow?
![Page 79: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/79.jpg)
…a little bit of history!
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![Page 81: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/81.jpg)
![Page 82: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/82.jpg)
![Page 83: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/83.jpg)
15% of all conversations involve brands and products40% of all conversations are about media
SELF-REPORT
1-DAY PROXIMITY
Quelle: MIT Media Lab
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1.004.727.825 Conversations
![Page 85: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/85.jpg)
INNER OUTER
Quelle: Northeastern University
![Page 86: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/86.jpg)
G0 G1 G2 G3+
18x 1.7x ??
Quelle: Northeastern University
![Page 87: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/87.jpg)
…who are the driving members?
![Page 88: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/88.jpg)
Connectors?Mavens?
Opinion Leaders?Trendsetters?
Hubs?Influentials?
Alphas?Bees?
Sneezers?Heavy Loyals?Lead-Users?
![Page 89: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/89.jpg)
THE TRENDSETTER?
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THE EXPERT?
![Page 91: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/91.jpg)
THE HEAVY LOYAL?
![Page 92: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/92.jpg)
No!
![Page 93: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/93.jpg)
THE LIGHT LOYAL:LUCY!
![Page 94: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/94.jpg)
...?
![Page 95: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/95.jpg)
NETWORKS
![Page 96: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/96.jpg)
TIE STRENGTH DENSITY
„sparse“ network
„dense“ network
2 CRITERIA OF NETWORKS ARE IMPORTANT FOR THE FLOW OF INFORMATION!
![Page 97: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/97.jpg)
THE STRENGTH OF WEAK TIES
Quelle: Hufnagel 2004; Granovetter 1973
![Page 98: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/98.jpg)
LUCY‘S MOTIVATION TO INTERACT?
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PURPOSIVE VALUE?
![Page 100: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/100.jpg)
ALTRUISM?
![Page 101: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/101.jpg)
SELF-DISCOVERY?
![Page 102: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/102.jpg)
ENJOY TALKING?
![Page 103: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/103.jpg)
SOCIAL ENHANCEMENT?
![Page 104: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/104.jpg)
ENTERTAINMENT?
![Page 105: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/105.jpg)
...what are people really talking about?
![Page 106: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/106.jpg)
SECRETS
SHOCK
SURPRISE
![Page 107: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/107.jpg)
...what could we learn?
![Page 108: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/108.jpg)
Interaction Motives
Best of luck
Self-Discovery Low product/brand involvement
Enjoy Talking(self-assurance)
Difficult to control and stimulate
Social Enhancement(emotional/cognitive)
Entertainment (information incongruence)
Potentially powerful
Hard to conceptualize
Marketing Management Interaction Target Groups
Altruism
Purposive Waste of money
![Page 109: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/109.jpg)
The ultimate question:
![Page 110: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/110.jpg)
WILL OUR INFORMATION REALLY MAKE LUCY LOOK GOOD?
![Page 111: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/111.jpg)
…the space of interaction?
![Page 112: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/112.jpg)
MOBILE ONLINE OFFLINE
![Page 113: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/113.jpg)
…any preferences?
![Page 114: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/114.jpg)
Time of informational spread
Coverage
Media 1.0
Scatterin
g loss
Web 2.0
+
+
+
Arbitrage
Mob 2.0
![Page 115: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/115.jpg)
…key community success factors?
![Page 116: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/116.jpg)
ORGANIC AMPLIFIEDover
![Page 117: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/117.jpg)
CONVERSATION ANNOUNCEMENTover
![Page 118: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/118.jpg)
IDEAS INVESTMENTover
![Page 119: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/119.jpg)
LONG TAIL MASS AUDIENCEover
![Page 120: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/120.jpg)
SHARE PROTECTover
![Page 121: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/121.jpg)
PRESENT SUBSCRIBEover
![Page 122: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/122.jpg)
EARLY AVAILBILITY CORRECTNESSover
![Page 123: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/123.jpg)
SELECT BY CROWD EDITORover
![Page 124: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/124.jpg)
HONEST VOICE CORPORATE SPEAKover
![Page 125: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/125.jpg)
EXPERIENCE PUBLICATIONover
![Page 126: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/126.jpg)
LINK PRODUCTover
![Page 127: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/127.jpg)
…most important…
![Page 128: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/128.jpg)
MITWIRKUNGSEFFEKT –HAWTHORNE EFFECT
![Page 129: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/129.jpg)
Top myths about social network communities
![Page 130: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/130.jpg)
INVITE EVERBODY & ANYBODY
![Page 131: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/131.jpg)
No!
![Page 132: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/132.jpg)
CONCENTRATE ON YOUR
ADVOCATES
![Page 133: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/133.jpg)
BLOGS = COMMUNITY
![Page 134: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/134.jpg)
No!
![Page 135: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/135.jpg)
COMMUNITY = PEOPLE
![Page 136: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/136.jpg)
BUILDING COMMUNITIES WITH NEW CUSTOMERS?
![Page 137: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/137.jpg)
No!
![Page 138: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/138.jpg)
CONCENTRATE ON LIGHT-LOYALS
![Page 139: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/139.jpg)
CORPORATE BRANDS ARE THE MAIN DRIVERS FOR COMMUNITY BUILDING?
![Page 140: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/140.jpg)
No!
![Page 141: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/141.jpg)
CONSUMERS TAKE PART AS COMMUNITY MEMBERS OF
THEIR BELOVED SUB-BRANDS
![Page 142: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/142.jpg)
COMMODITIES COULD NEVER BECOME COMMUNITIES
![Page 143: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/143.jpg)
No!
![Page 144: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/144.jpg)
commodity
good
service
experience
community
SURE, COMMODITIES CAN BECOME COMMUNITIES
![Page 145: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/145.jpg)
OBVIOUS NORMS ARE A SIGNAL FOR HEALTHY
COMMUNITIES?
![Page 146: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/146.jpg)
No!
![Page 147: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/147.jpg)
NORMS OFTEN RESULT IN PRESSURE AND REACTANCE OF COMMUNITY MEMBERS!
![Page 148: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/148.jpg)
COMPANIES SHOULD SUPPORT COMMUNITIES ACTIVELY AND VISIBLY?
![Page 149: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/149.jpg)
No!
![Page 150: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/150.jpg)
BE THE SMART MODERATOR-LEAD THE CONVERSATION
![Page 151: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/151.jpg)
THERE IS ONLY SPACE FOR JUST ONE BIG COMMUNITY
IN THE INDUSTRY?
![Page 152: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/152.jpg)
No!
![Page 153: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/153.jpg)
COMMUNITY COMPETITION HELPS CONSUMERS TO
MAKE DISTINCT DECISIONS
![Page 154: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/154.jpg)
COMMUNITIES ARE STRONG AND LAST
FOREVER
![Page 155: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/155.jpg)
No!
![Page 156: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/156.jpg)
STICKINESS TO THE SYSTEM COULD ERODE THE COMMUNITY IN THE
LONG RUN
![Page 157: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/157.jpg)
COMMUNITY BASHING IS
DANGEROUS
![Page 158: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/158.jpg)
No!
![Page 159: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/159.jpg)
COMMUNITY MEMBERS FIGHT AGAINST
BASHING AND KICK INTRUDERS OUT
![Page 160: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/160.jpg)
…hmmm
![Page 161: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/161.jpg)
They are not like us
As long as we candelete the negative stuff!?!?!Regulatory issues
won‘t let us do this!!!
As long as we candelete the negative stuff!?!?!
![Page 162: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/162.jpg)
STILL FEAR OF THE UNKNOWN?
![Page 163: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/163.jpg)
…OR TOO SLOW?
![Page 164: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/164.jpg)
…ok, learn from the bad!
![Page 165: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/165.jpg)
…ok, learn from the bad!
![Page 166: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/166.jpg)
– YOU ARE TOO LATE FOR THIS
![Page 167: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/167.jpg)
…got it?
![Page 168: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/168.jpg)
Space of Interaction
Brand Related Values
Member/Benefits
Shared Interest
Interaction
![Page 169: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/169.jpg)
What‘s our reachwith communities?
Does this give usthe same ROI as advertising?How do we know our
community is working?
![Page 170: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/170.jpg)
Show me the money!
SHOW ME THE MONEY!
![Page 171: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/171.jpg)
…first off all we show you what you get!
![Page 172: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/172.jpg)
![Page 173: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/173.jpg)
…constantly control!
![Page 174: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/174.jpg)
OUR COMMUNITY CONTROL CENTER
![Page 175: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/175.jpg)
… some measures we use and invented!
![Page 176: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/176.jpg)
NET PROMTER SCORE
• Median Net Promoter™ Score, all industries: 16• Median Komjuniti Net Promoter™ Score: 31
“How likely are you to recommend to a friend or colleague in the future?”
Extremely Likely
Extremely Unlikely
10 9 8 7 6 5 4 3 2 1 0
Promoters DetractorsPassively Satisfied
Net Promoter ™ Scoring
![Page 177: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/177.jpg)
COMMUNITY VALUE CREATION INDEX
![Page 178: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/178.jpg)
SALES CLIMATE FORECAST
![Page 179: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/179.jpg)
…reporting on a daily, weekly, yearly basis!
![Page 180: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/180.jpg)
![Page 181: Mtv 24 04](https://reader034.vdocuments.net/reader034/viewer/2022052522/54921215b47959e9728b45f6/html5/thumbnails/181.jpg)