On a strategic level, we at Mindjumpers use a working process we call Tribesourcing.

The next slides will give you an introduction to this process.

Why Tribes?

”A tribe is any group of people, large or small, who

are connected to one another, a leader and an idea. For millions of years, humans have joined tribes.”

“Now the internet has eliminated the barriers of geography, cost, and time. All those blogs and social networking sites are helping existing tribes get bigger and enabling new tribes to be born-groups of ten or ten million who care about their iPhones, or a political campaign, or a new way to fight global warming.”

Seth Godin: ’Tribes’, 2008

Social media is a new powerful tool in building valuable tribes.

Definition of social media: Technologies that facilitate online interaction and conversation between people.

Are you ready to create value by taking the lead?

Process

Definition: Engaging, involving, motivating and/or leading a tribe to co-create and collaborate on performing a task with the ambition to create a desirable and valuable output.

Tribesourcing process

• Brand values • Product or service values • Employee values • Communication values • CSR values

• I just love the brand

• Can’t live without the product

• Love working for this company

• I just feel they are talking to me

• They care about the things I care about

Tribes around the brand

Tribes with relevant values

Tribe communities around your brand or with relevant values.

Sales & distribution Marketing & branding PR and communication Product Organization HRM CSR & corporate image

•  New connections – larger tribe.

•  Personal endorsement of product and/or brand.

•  New innovative processes for your company.

•  Product improvements.

•  Increase in brand awareness.

•  Stronger corporate image.

•  Increase in on- & offline PR.

•  Increase in sales.

•  Cost reductions.

Value

Engaging, involving, motivating and/or leading a tribe to co-create and collaborate on performing a task with the ambition to create a desirable and valuable output.

Activities

Deliverables

Step 2

  Communication Strategy

  Social Media Strategy   Creative development   Seeding Strategy

Strategy

Step 3

•  Platforms •  Sites •  Social Media

•  Online Games •  Content •  Tekst •  Identity •  Graphics •  Pictures •  Video •  Seeding plan

Production

Step 4

Implementation   Coordinate launch

with own channels and partners.

  Blog Reach   Social Media reach   Other seeding

channel actions Maintaining   Social Media

Gardening   Monitoring   Weekly report Sourcing

  PR   Marketing   Product   HR   CSR   Customer

Service   Sales

Sourcing Initial reports

Step 1

  Best Practice study   Oppertunity Study

Step 5

  Monitoring and collecting data from social media or other online channels.

  Analysis of KPI×s or unexpected value created.

  All data collected and all analysis delivered in report.

  Overall evaluation

Value

Steps in the Tribesourcing process

Best Practice examples

Case: Greenpeace ‒ Mister Splashy Pants

In trying to create awareness on the killing of the humpback whales in the Pacific. Greenpeace created a campaign in which they involved a tribe of social engaged people. They sourced the essence of the campaign to the Tribe - what should the campaign be called.

Results: •  11.000 submissions •  150.000 voted on the campaign name. •  Online PR on hundreds of websites. •  Government of Japan has abandoned plans to kill humpback whales in the Southern Ocean this season.

Case: Dell – Ideastorm.com

Dell is presented with several brands in several social media.

One of their high profiled communities is Ideastorm.com, a platform based on sourcing product development ideas to their Tribe.

Results: The community has: Contributed: 13,223 ideas Promoted: 708,785 times Posted: 88,395 comments

Dell has: Implemented: 389 Ideas

Case: Apple Students

Tapping into the Tribe of college students - the future consumers of Apples products. Apple Student’s Facebook Page gathers a community and encourages people to become ‘Campus Reps’. From the community they lead people on to their site.

Results: •  1,410,000 fans on FB •  Extreme dedicated Apple ambassadors at a lot of campus. •  Personal endorsement of their products from tribe members to tribe members. •  Positive feedback – several hundreds of likes and comments on each status update. •  People interact, discuss and comment on products releases etc.

Case: Starbucks

Starbucks is building a strong community as well as a tribesourcing tool in order to get feedback from their customers and to improve their products.

On their community site, they have divided all their feedback into different categories and the different ideas are listed according to popularity with a separate page for ideas in action. http://mystarbucksidea.force.com/

Results: •  A large and heavily-engaged community •  More than 80,000 ideas on products, experiences, and involvement. •  More than 5,200,000 Facebook fans •  Much interaction

Case: Image Communications rebrand

The advertising agency called Image Communications wanted to rebrand the company and give it a new name that matched the company better.

In doing it they created a Help Us Name Us contest. On a website, visitors could enter their ideas and the winner would receive a prize. People could follow the process through their twitter profile. www.helpusnameus.com

Results: •  The contest reached participants from 52 countries and 6 continents. •  The company received thousands of names in only two weeks. •  The company saved time and costs in relying on their online community

THANK YOU for taking the time to read about Tribesourcing.

If you have any questions, don’t hesitate to contact us.

Most importantly, if you have some input or feedback we would love to

hear from you.