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HUH?? Threadless?<br />Community based online t-shirt store<br />Members submit t-shirt designs online each week  to be vo...
Designers of the winning entries receive 2000$ plus 500$ for every reprint.</li></li></ul><li>Contents<br />Community<br /...
Community<br />Types of Virtual Community<br />High self-centrality <br />of consumption activity<br />Insider<br />Devote...
Community<br />Sizzle<br />Young, Trendy,Colourful,Interactive<br />
Community<br />Trialogue<br />Customer as a partner<br />Degree of customisation<br />What can companies learn?<br />
Trialogue<br />
Trialogue<br />Customer as a partner<br />Degree of customisation<br />Community<br />What can companies learn?<br />
Customer as a Partner<br />Consumer involvement<br />Customer = <br />a co-creator<br />Reduce costs <br />of NPD<br />Cus...
Interact (IDIC)</li></ul>Nambisan, S. 2002. Designing Virtual Customer Environments for New Product Development" Toward a ...
Customer as a Partner<br />Promotion<br />Street team<br /><ul><li>Customer as models
  Customer as a promoter</li></ul>Word of Mouth<br />
Community<br />Trialogue<br />Customer as a partner<br />Degree of customisation<br />What can companies learn?<br />
Degree of Customisation<br />Differentiate (IDIC)<br />Identify (IDIC)<br />Customise<br />(IDIC)<br />Individual<br />Mas...
Community<br />Trialogue<br />Customer as a partner<br />Degree of customisation<br />What can companies learn?<br />
What can companies learn?<br />Cultivate the community!<br />
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Theadless E-Marketing Initiative Presentation

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Theadless E-Marketing Initiative Presentation

  1. 1.
  2. 2. HUH?? Threadless?<br />Community based online t-shirt store<br />Members submit t-shirt designs online each week to be voted by the community<br />The most popular 4 picked for production<br /><ul><li>Winning designs are printed and available for purchase online.
  3. 3. Designers of the winning entries receive 2000$ plus 500$ for every reprint.</li></li></ul><li>Contents<br />Community<br />Trialogue<br />Customer as a partner<br />Degree of customisation<br />What can companies learn?<br />
  4. 4. Community<br />Types of Virtual Community<br />High self-centrality <br />of consumption activity<br />Insider<br />Devotee<br />Weak social ties <br />to community<br />Strong social ties <br />to community<br />Mingler<br />Tourists<br />Kozinets, R. V. 1999.  E-tribalized marketing?: the strategic implications of virtual communities of consumption. European Management Journal, 17(3), pp. 252-264<br />Low self-centrality of consumption activity<br />
  5. 5. Community<br />Sizzle<br />Young, Trendy,Colourful,Interactive<br />
  6. 6. Community<br />Trialogue<br />Customer as a partner<br />Degree of customisation<br />What can companies learn?<br />
  7. 7. Trialogue<br />
  8. 8. Trialogue<br />Customer as a partner<br />Degree of customisation<br />Community<br />What can companies learn?<br />
  9. 9. Customer as a Partner<br />Consumer involvement<br />Customer = <br />a co-creator<br />Reduce costs <br />of NPD<br />Customer = <br />a resource<br />Customer = source of market information<br /><ul><li>Save (5 S’s)
  10. 10. Interact (IDIC)</li></ul>Nambisan, S. 2002. Designing Virtual Customer Environments for New Product Development" Toward a Theory. Academy of Management Review, 27 (3) pp. 392-413<br />
  11. 11. Customer as a Partner<br />Promotion<br />Street team<br /><ul><li>Customer as models
  12. 12. Customer as a promoter</li></ul>Word of Mouth<br />
  13. 13. Community<br />Trialogue<br />Customer as a partner<br />Degree of customisation<br />What can companies learn?<br />
  14. 14. Degree of Customisation<br />Differentiate (IDIC)<br />Identify (IDIC)<br />Customise<br />(IDIC)<br />Individual<br />Mass Customisation<br />
  15. 15. Community<br />Trialogue<br />Customer as a partner<br />Degree of customisation<br />What can companies learn?<br />
  16. 16. What can companies learn?<br />Cultivate the community!<br />
  17. 17. Thankyou <br />foryourattention<br />C<br />8<br />2<br />
  18. 18. References<br />Kozinets, R. V. 1999.  E-tribalized marketing?: the strategic implications of virtual communities of consumption. European Management Journal, 17(3), pp. 252-264<br />Nambisan, S. 2002. DEsigning Virtual Customer Environments for New Product Development" Toward a Theory. Academy of Management Review, 27 (3) pp. 392-413<br />Threadless, 2010. Threadless. [Online] Available at: www.threadless.com [Accessed 2 March 2010]. <br />

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