What is E-Tribal marketing?

What is E-Tribal marketing?

Tribal marketing n. A marketing strategy that attempts to create social groups or communities that are centered around a product or service. The credo of

tribal marketing is that postmodern people are looking for products and services that not only enable them to be freer, but can also link them to others, to a community, to a tribe. - “Tribal Marketing Vol 4,No.11: Dec 2005,John”

What is the Need ?

Over 2000 criticizing comments on Facebook . A twitter account set up in protest collected nearly 5000 followers.“Make your own Gap Logo” site went viral on the internet, promoting nearly 14,000 parody versions.

Mass marketing Vs E- tribal marketing / online community marketing?

Pushing your ideas on People. The Power is with the marketer.

In Tribes/Communities people want to connect. They spread their ideas that lead to a movement. Power flows to the consumer.

How to lead online community marketing

Tell a compelling story

connect a tribe

BB Traveler Mug was FedEx with Overnight

Priority

VS.

COST Creating passion

• Water Walk (TOMS shoes and Wishing Well)

• http://www.youtube.com/user/Breathforthemute

• Connect with different communities and form associations or extended identities.

lead a movement make a change

• Do let people criticize• Correct misinformation• If people don't like something or disagree - that's allowed• Answer back• If there's a complaint that you view as a valid one, apologize & fix it• Give

Shira Abel, Marketing Director at Aniboom.Animation production / IP creation / distributionhttp://www.facebook.com/aniboom http://www.twitter.com/aniboomhttp://www.youtube.com/aniboom

Informal Interview with Shira Abel

Her key takeaways on online community marketing

Thank you!