Mobile marketing lessons from a 60’s rock n’ roll band

Using the case study of the Grateful Dead - the most successful live band in history - in teaching us about building passionate communities.

Transcript

3. The Grateful Dead are the most successful live band in history.
4. They played over 2300 shows to approximately 40 million people.
5. Lead singer Jerry Garcia smoked more weed, snorted more cocaine, ingested more hallucinogenics and injected more heroin than any other musician in history...
6. ...except, perhaps, for Keith Richards.
7. The ‘Deadheads’ are the most loyal music fans in Rock n’ Roll.
8. Marketing lessons from a 60’s rock n’ roll band building a passionate mobile community
9. This is not a social media presentation.
10. This is a presentation about building a community. * Kittens will die every time a term like ‘join the conversation’ is used. *
11. Let’s look at the problems that we’re facing in the current environment.
12. Every two days we create as much information as we did from the dawn of civilization up until 2003. noise! PROBLEM #1:
13. I have 2 million people on my Facebook page who I can talk to directly. Why do I need traditional advertising? confusion about the state of marketing PROBLEM #2: Robert Polet, CEO Gucci Global
14. everyone’s looking for the next ‘big thing’ PROBLEM #3:
15. there’s a deluge of mobile marketing campaigns PROBLEM #4: I sent a SMS. Now I want my %$#%ing iPad!
16. decreasing trust levels PROBLEM #5
17. What does it mean to create a community?
18. The word ‘community’ derives from the Latin communare which means to share.
19. The Community Building Grid
20. The Holy Grail of Community Marketing?
21. It’s when those community members start talking to each other.
22. local case studies…
27. What lessons can we learn from the Grateful Dead and other examples?
28. Have a cause. LESSON #1:
29. Give content freely. LESSON #2:
30. Create unique idiosyncrasies. LESSON #3:
31. Identify influential ambassadors. LESSON #4:
32. Empower members. LESSON #5:
33. Interact relentlessly LESSON #6:
34. Rewards, often. LESSON #7:
35. is community building really all that important?
36. 46 yrs after Grateful Dead was founded... 800,000 fans on Facebook $60m merchandise per annum Over 100 licencees of Dead paraphernalia in the US Dead Bean Bear 2nd only to Beanie Babies for most pop. bean bag toy
37. According research by to McKinsey & Company, customers within a community are 9 times more likely to buy their product than a competing product from outside that community.
38. Thanks for Listening! (feedback to @louis_jvr on Twitter)
39. * Woop. No kittens died. heavychef.com | worldwidecreative.co.za *