There is no better way to learn about a subject than to explain it to someone else.
The fourth session of the introductory class in the COMMLead Program was a complete enriching activity. In this class, five groups of people presented to the cohort different ways to approach a problem that involves main concepts of the master’s program: engagement, relationship building and storytelling applied in digital media and marketing. Next are brief reflections of each of the presentations of this class:
Pod #3 Monetizing Communities
The situation to solve was to monetize the mini cooper community. The team did great research. The definition of the target market was really neat. Each of the routes created for the weekend get away, were interesting and accord to the Mini Cooper’s users preferences. I would think again about leasing the mini cooper for non users, I think it goes against the consumer’s image “They can afford the finer things”, it’s not the same to own something, to make it yours, than to lease it.
Pod #2 Engagement in Organisations
This pod had to create an engagement strategy to lead a company. The organization was the non profit Pollinator Pathway. The team presented the engagement proposal in well designed and according to organization’s values presentations. The research done on the company was vast. The team used several multimedia assets to create engagement with the public. The strategy sounded great, the team propose two goals:
1. Increase brand awareness for the homeowners and local seattlelites through digital communication channels by 2014.
2. Foster Community Involvement within the current Pollinator Pathway mile and the surrounding Seattle area, by increasing participation by 20% within 10 months.
Working for a non profit is really hard because “everyone” can be part of it, but when you want to create engagement content is needed to define in an specific way the target of the message. I loved the material this team used (the wall posters included), but we must remember that playing several videos can be distractive, sometimes too much information can loose the attention of the main concept. I think the team should have chosen a single video that would explain the most important part of the presentation.
Pod #1 Data Challenge
The situation to learn about by this pod was to analyze privacy issues related to the launch o a new product that tracks your location, time you spend at work vs. family, and your emotional response. The approach made by this team was to analyze every legal aspect and people response to the matter. The research was deep and well presented. They manage to create a proposal to understand how far people go (or care) to sell their personal data. About the presentation, I liked their slides and the idea of not selling data to third parties. The reflection that comes to my mind with privacy concerns is “consumers are uncomfortable with data sale”, apparently most people don’t like that tech companies profit with their data because there’s nothing in exchange for them, and the privacy problem goes down to monetizing something that in its own nature give us the power to keep something to ourselves. This “power” that appears so light in this digital networked human interactions.
Pod #10 The Behavior Challenge
I wan to congratulate this team, their presentation was one of my favorites. The mission for this pod was to increase people’s recycling habits and help conserve the planet. The entire presentation run with rhythm, great energy, excellent slides, and well done research. Each member of the group had a very clear idea of the overall solution to this mission. To recognize in my generation a target market was fascinating and the collaborators like Comcast, as well. The entire strategy was well thought and merchandized, loved the name “Trash Talk”.
Pod #9 The Free Threat
The last presentation of the day consisted in creating a strategic reaction to the phenomena of free online content, in the context of a high-end magazine for urban farmers. I liked how the team presented this situation like they owned the magazine. Their solution was: “From a Communication Model, to an Online Community driven platform”. I think that the approach to solve this situation was good, but there should be key motivations for the target market (readers) of this magazine to desire becoming an online community. It is important to create the link between technology and farmer activities, in order to create community. Lovely slides.
The five presentations, were great not perfect (nothing is) but they gave an excellent way to approach an specific situation. I am so proud to be part of this cohort, I learned so much and I just have to thank all my classmates for the effort given to this activity, I am sure they learned so much as I did, or even more. Thank you all.