Attention!Media (Adam Kolinger, Anna Sokolova)

1. CROWD - SOURCINGSTORIES -
STORIES-CROWDSOURCING
…not just another new buzzword…
>90%
Sourcing comes
from WOM
Get something
in return

2. CROWD - SOURCINGSTORIES -
>90%
Sourcing comes from
WOM
Get something
in return
People need relevant motivation to
share their stories.
Different people have different motivations…
“What do I get for my
story?”

3. My weddingMy wedding
CROWD - SOURCINGSTORIES -
>90%
Sourcing comes from
WOM
Get something
in return
> Share with us your wedding story
Share the story from your wedding
I used to run every week at Golden Gate Park, and I remember once or
twice passing a nice looking guy who used to walk the same trail I ran. I
used to do my run on Friday, and pretty soon I'd see Mr. Cutie every
Friday, around the same spot. I started smiling hi to him, and he'd say hi
back, with the cutest shy smile. For two months I'd see him. I used to
run right before work, so it would always be the same time.
And it was always one of the brightest parts of my day when I'd see Mr.
Cutie.
Then on August 13th about a year and a half ago, it was just not my day.
Everything was going wrong, from feeling a bit under the weather to
almost getting run over by a bus on the way to the park.
I almost didn't go, too, but I finally convinced myself to do a short run.
Even so, I got there late and didn't see Mr. Cutie at the normal spot.
That added to the bad day.
Storytelling platform
Tickets to:
Museum
Concert
Cinema
Theatre
236 stories sent
(50 %)
23 days left
Share your storyShare your story
Martina Horska uploaded
her story 5 minutes ago..

4. WOM is the key
CROWD - SOURCINGSTORIES -
>90%
Sourcing comes from
WOM
Get something
in return
OWNEDEARNED Take everybody on board!
As long as people talk about the project,
the project lives.
Explain to employees
Post on social networks
Send emails
Talk to strangers
Talk to friends
Talk to customers in the museum
Give flyers/booklets

5. CROWD - SOURCINGSTORIES -
>90%
Sourcing comes from
WOM
Get something
in return
Make the best stories a part of the
exhibition.
Pay with a story
OWNEDEARNED
Use the exhibition site for promotion
Offer an alternative - “Pay with a story”
Pay with a story

6. CROWD - SOURCINGSTORIES -
>90%
Sourcing comes from
WOM
Get something
in return
Explain it to the headmasters/professors
and involve them.
Activation of schools
OWNEDEARNED
Call the headmasters
Inform the professors
Explain the idea
Support them with materials
Create event for professors
Pay with a stories for a school excursions.

7. CROWD - SOURCINGSTORIES -
>90%
Sourcing comes from
WOM
Get something
in return
Story ambassador
Find ambassadors
OWNEDEARNED
LucieVondrackova’swedding
Find different ambassadors for different topics.
Create video
Generate PR
Build on publicity

8. CROWD - SOURCINGSTORIES -
>90%
Sourcing comes from
WOM
Get something
in return
Well, why would I tell
my friends?
I want to take the
reward! So I share it to
fill the bar.
236 stories sent
(50 %)
23 days left
Share your storyShare your story
Tickets to:
Museum
Concert
Cinema
Theatre
Sharing
Retention
Why should I share
another story?
I enjoyed the reward, so
why shouldn’t I do it
again?

9. June December
5000
stories
5000
stories
6 waves
12 different time limited topics
CROWD - SOURCINGSTORIES -
>90%
Sourcing comes from
WOM
Get something
in return
And what about the goal?
1
2
6
3
4
5

10. We give a new
source of
motivation for the
contributors.
We create a
platform for story
submission and
communication.
We activate the
crowd using
owned and earned
channels to
generate
maximum WOM.
We give the
contributors a
motivation to
share project and
return with new
stories.
Give something in
return
236 stories sent
(50 %)
CROWD
Tickets to:
Museum
Concert
Cinema
Theatre
Motivate, Activate and Involve