The seven-minute session I gave on collaborative consumption at Econsultancy's Future of Digital Marketing 2012.

1. HELLO FROM TMW
Collaborative consumption:
Not a made-up thing
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2. What is it?
Coined by Marcus Felson and Joe L. Spaeth
“Community Structure and Collaborative Consumption: A routine activity
approach"
Published in 1978 in the American Behavioral Scientist.
The paper dealt with car-sharing.
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3. "A new socio-economic 'big idea' promising a
revolution in the way we consume."
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4. "It's not a case of not buying anything,
it's a case of not buying everything."
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9. Product Redistribution Collaborative
service markets lifestyles
systems
Pay for the benefit of using a Redistribute used or pre- People with similar interests
product without needing to owned goods from where are banding together to
own the product outright. they are not needed to share and exchange less
somewhere or someone tangible assets such as time,
where they are. space, skills, and money.
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10. Why should marketers care?
Why share? ‘Me’ meets ‘We’ mindset
Who’s sharing? Gen X, high income
Barriers: Trust, value, quality
Best market segments: Goods (for now)
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11. For marketers, collaborative consumption:
1. Creates new markets via access vs. ownership
2. Taps consumer ‘me’ meets ‘we’ mindset
3. Extends customer relationship from ‘point in time’ to ‘points across time’
4. Enables hassle-free trial
5. Creates word of mouth through user community
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12. Thank you
@vikkichowney
vchowney@tmw.co.uk
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