Marketing in the Participation Age is based on the Intrinsic Motivation Theory that people are motivated to seek challenges, to discover new perspectives, and in doing so, the activity itself stimulates their desire to actualize their individual human potential. If a person is intrinsically motivated, they will choose to actively engage and participate and the experience will be rewarding. Social environments can be designed to facilitate and enable participation, or they can just as easily cause disruption and disinterest. This theory has been applied to psychology and education. It has never been applied to marketing because it has not been relevant to do sountil now. Living by the principles of Marketing in the Participation Age will help companies edge out their competitors, and conscientiously plan their programs to activate a set of motivational elements that work together to inspire people to join, share, take part, connect, and engage. The key to customer participation is to activate all three elements of the framework: Discover: The human desire to continually learn, and the satisfaction of becoming competent at something. In what ways are you inviting Participants to learn more about your product/brand? Empower: Inviting someone to have a meaningful contribution to the brand and/or product. Do you invite Participants to connect with the brand: provide feedback, offer tips and suggestions, and help to create the product itself? Connect: Humans love to interact with others in meaningful ways. Brands often only think of creating environments that allow Participants to connect with the brand, but do you build environments that foster relationships with others who may share the same interest?
Book Details:
- Author: Daina Middleton
- ISBN: 9781118402306
- Year Published: 2013
- Pages: 224
- BISAC: BUS018000, BUSINESS & ECONOMICS/Customer Relations
About the Book and Topic:
Marketing in the Participation Age is based on the Intrinsic Motivation Theory that people are motivated to seek challenges, to discover new perspectives, and in doing so, the activity itself stimulates their desire to actualize their individual human potential. If a person is intrinsically motivated, they will choose to actively engage and participate and the experience will be rewarding. Social environments can be designed to facilitate and enable participation, or they can just as easily cause disruption and disinterest. This theory has been applied to psychology and education. It has never been applied to marketing because it has not been relevant to do sountil now. Living by the principles of Marketing in the Participation Age will help companies edge out their competitors, and conscientiously plan their programs to activate a set of motivational elements that work together to inspire people to join, share, take part, connect, and engage. The key to customer participation is to activate all three elements of the framework: Discover: The human desire to continually learn, and the satisfaction of becoming competent at something. In what ways are you inviting Participants to learn more about your product/brand? Empower: Inviting someone to have a meaningful contribution to the brand and/or product. Do you invite Participants to connect with the brand: provide feedback, offer tips and suggestions, and help to create the product itself? Connect: Humans love to interact with others in meaningful ways. Brands often only think of creating environments that allow Participants to connect with the brand, but do you build environments that foster relationships with others who may share the same interest?
ONGOING PROMOTION & SALES TO PERFORMICS CLIENTS: Performics and Zenith Media (the parent organization inside Publicis) have global client events quarterly around the world. The average size of each event is 50-300 attendees depending on the market and Marketing in the Participation Age will be sold at all events for all attendees. ONGOING PROMOTION VIA PERFORMICS INTERNALLY: Performics has nearly 1,000 employees globally and all will receive the book. Daina will provide employees with individual copies at launch and ask them to promote the launch via social media via their personal accounts. She will also order copies to have on hand to distribute at new employee orientations. ONGOING PROMOTION VIA PUBLICIS PARENT COMPANY: The larger Publicis Groupe and its digital arm VivaKi host a number of events throughout the year for current and prospective clients. A number of these large events coincide with key industry events, such as CES, SXSW, Cannes Media Festival, etc. Similar to the client speaking events for Performics and Zenith, Daina will ensure the book is included in the “added value” packets for these events. SALES VIA AUTHOR SPEAKING: Daina already speaks on average about once per month on the exact topic of this book (an example is the upcoming Digiday event in Park City, Utah where she is the closing keynote: http://www.digidayagencysummit.com/Agenda/). TIMED WITH CONSUMER ELECTRONICS SHOW (CES) 2013: CES would be the first event where the book will be provided to current and prospective clients. In 2011, VivaKi hosted 150 current and prospective clients at CES alone. Daina estimates 500-1,000 books would be distributed at these events in 2013. VivaKi also has a larger client base newsletters and marketing vehicles (website, Twitter, Facebook, etc.) and the book will be featured at launch and beyond in these vehicles. AUTHOR COPIES PURCHASE: Daina will personally commit to the purchase of 3,000 copies immediately upon publication to use for Performics employees and company marketing as well as her own ongoing speaking events.
About the Author
Daina Middleton (Chicago, IL) is a pioneer in the digital marketing space, a marketing professional with more than 20 years in the industry and the global CEO of Performics (www.Performics.com), the performance marketing division of Publicis Groupe and one of the largest and oldest search and performance media agencies. Before moving to the agency side of the industry, she spent 16 years working at Hewlett-Packard in key marketing communications positions across the companys core businesses. Daina regularly speaks and appears at Conversational Marketing Summit, ad:tech, WOMMA, VideoNuze, and iMedia, to name a few.