Jon Wuebben, CEO of Content Launch Getting them to Advocate For Your Brand Now & Forever In this session, Jon shows how user generated content can help other users through their purchasing decisions, on to adoption, and then to developing and sharing deep expertise. And then how that user or "Prosumer" generated content can be used effectively to reach new prospects and audiences. Make no mistake....this isn't a session about getting users to create content on your behalf, its about giving your Prosumer customers an actual seat at the table for your marketing planning and execution. As Jon explains in his new book, Future Marketing, we're on this verge of a new age in marketing and he will show how to tap into your "uber loyal" customer base like never before.

1. Jon Wuebben
CEO, Content Launch
THE PROSUMER AGE IS HERE:
How to Tap Into the Hidden Power of Your
Producer/Customers

2. • We are both producer AND consumer now
• We comment, we share, we promote
• Motivated to seek challenges & discover new perspectives
• Enabled by Web 2.0
• Open source revolution (Linux, Wikipedia)
• Prosumers = new market segment (or reimagined) AND the
ultimate ADVOCATES for your brand
THE PROSUMER
| FutureMarketingBook.com @JonWuebben
The Prosumer

3. • Well-executed customer-led marketing conversations
• Design, prototype, testing, production, distribution, marketing,
and community.
• Customers take brand conversations away from the company in
the form of tweets, posts, blogs, comments, videos.
• Hyper-converged reality: prosumers provide what companies
need to remain relevant & successful.
Convergence of Company & Customer
| FutureMarketingBook.com @JonWuebben
Convergence of Company & Customer

4. From “The Prosumer Movement: A New Challenge for Marketers”
“In many ways, prosumers should be looked at as another market
segment. We would want to identify those who have a strong need to
produce their own goods and figure out ways in which marketers can
help them meet this need. The aim of marketers should not be to
protect the exchange system.”
| FutureMarketingBook.com @JonWuebben
Philip Kotlersaid in 1986….Philip Kotler in 1986…

5. Edward Deci & Richard Ryan: University of Rochester
• Developed the self-determination theory to explain why humans
are motivated to become involved in activities that results in
enhanced performance, persistence, and creativity (i.e., to become
prosumers).
• Motivated to seek challenges and discover new perspectives
• Activity itself stimulates our desire to actualize our potential.
• If intrinsically motivated, you will choose to engage/participate, and
the experience will feel rewarding.
• Basic psychological needs: to feel competent, independent, and
related to others.
| FutureMarketingBook.com @JonWuebben
What Motivates Customers to Become Prosumers?

6. James Whalen, Directors for Quest International Users
Group (community for Oracle, PeopleSoft & JD Edwards
app customers)
• Reinvent the Wheel? No Time, No Need, No Way
• Many Minds are Better than One
• There’s Power in Numbers
• Gain a Fresh Perspective/Greater Awareness
| FutureMarketingBook.com @JonWuebben
Peer to Peer Groups: InsightsPeer to Peer Groups: Insights

7. Popularized by computer scientist Eric Bonabeau
(studied the collective intelligence of social insect colonies)
Self-organization has 4 properties:
1. Positive feedback reinforces desired behavior (bee recruits other bees to exploit a food
source.
2. Negative feedback counterbalances positive feedback (bees overcrowd a food source, which
stops them from exploring it)
3. Amplification of randomness leads to positive reinforcement (bees that get lost trying to locate
a known food source discover new food sources.)
4. Amplification of interactivity has a positive outcome (when insects make positive use of results
of their activities + those from activities of other insects)
| FutureMarketingBook.com @JonWuebben
Swarming Behavior

8. • Swarming closely resembles their behavior (like an ant colony)
• While behavior of an individual programmer might appear
random, open source developers, like ants, self organize to
build impressive software systems
• Directed by lead developers such as Linus Torvalds (the open
source “ant queen”)
• Impresses his distinctive brand and flavor on
his “colony” of software developers.
• Wikipedia also thrives on swarm creativity.
| FutureMarketingBook.com @JonWuebben
Open Source Developers

9. From the Threadless “About Us” page:
You are Threadless. You make the ideas, you pick what we sell, you're
why we exist. Everything we do gives you, and all the creative minds in
the world, more opportunities to make great art.
We started printing on t-shirts and then we realized tons of products
make great canvases. We seek out these canvases, so you can
continue to make and pick the best art. The weird art. The geeky art.
The beautiful art.
And every time you buy from us, you're supporting great art too. We love
helping art unknowns become art totally-knowns, which is why every
single one of our products carries an artist's name.
| FutureMarketingBook.com @JonWuebben
Who Does it Right?

10. Costs are low & margins are above 30%. Why?
Community members tell them precisely what to make, so every product
eventually sells out.
Built a business around the idea that an online community could drive
innovation.
Whether it's called “user innovation,” “crowdsourcing,” or “open source,” it
means rethinking the relationship with customers and helping them to
become prosumers.
“Threadless completely blurs that line of who is a producer and who is a
consumer. The customers end up playing a critical role across all its
operations: idea generation, marketing, sales forecasting. All of that has been
distributed.” - Karim Lakhani, Professor, Harvard Business School
| FutureMarketingBook.com @JonWuebben
The Magic of Threadless

11. @JonWuebben| FutureMarketingBook.com
People Will Buy Experiences
• Value of the experience lasts
• Doing things makes people happier than having things
• Anticipation of an experience vs. anticipation of a purchase
• “-inging” experiences by adding value to goods by adding services to the
things we buy
• Holographic experiences
• Bass Pro Shops, REI, Pike Place Fish Market

12. • Engagement
• Experiences
• Personalization
• Passion
FROM THE “4 P’S” TO…
@JonWuebben| FutureMarketingBook.com
Each component focuses on the relationship you have with
your prosumer customers
From the 4 P’s to…

13. | ContentLaunch.com @JonWuebben
What Can Your Prosumer
Advocates Help You With?

14. • Core audience target: Type of person you can help most
with your content
• What will be delivered to the audience: Types of info
provided through your content
• Desired outcome for the audience: Things your audience
can do after consuming your content
| ContentLaunch.com @JonWuebben
Content Marketing Mission Statement

15. | ContentLaunch.com
Segment Content Types & Flow

16. • Team resources needed to produce high quality content on a
consistent basis?
• What core materials/processes should we implement for content
creation/management?
• The Team: Determine who will be involved in content creation &
specific tasks for each team member
• Workflow: Establish what tasks need to be completed to bring a
content idea to fruition, how to keep the process organized
• Tactical Plan: What topics to cover? How often to publish, on which
channels? How to measure your progress?
GET THE CONTENT DONE
| ContentLaunch.com @JonWuebben
Getting the Content Done

17. 3 Key Take Aways
• Break down the wall between your company and your
customers! (actions not just words)
• Keep your eye on coming trends/technology and make your
customers part of that within your company
• Start with content marketing…this is an easy way to begin the
partnership and increase advocacy
USE AN IMAGE,
ICON(s), ANIMATED
GIF, VIDEO

18. | ContentLaunch.com @JonWuebben
The New Book

19. GET A FREEMIUM ACCOUNT SETUP TODAY!
| ContentLaunch.com @JonWuebben
Need Help with Content Marketing?

20. THANK YOU!
909.437.7015
Phone
jon@contentlaunch.com
E-mail
Jon Wuebben:
FutureMarketingBook.com
ContentLaunch.com