Tech Crunch II

(Community Matters)
continued: Eric moderating. LAF CFO says effective marketing campaign today requires combination of new tech and traditional methods. Wow, I didn’t realize LAF has rasied $210mm, $45mm in last year. 25% of $210mm grassroots. 95% of their marketing is online. Obama has created a brand, it’s a change message. Another xyz campaign: Starbucks mistreating coffee producers in ethiopia. Resulting in Starbucks fixing. Word of mouth accelerated throught the web. It’s always been the fact that word of mouth built brand. Metric use to be satisfaction. Now all about advocacy, recommending. Some take exception. Grassroots passion. Domain media? Consumer control. Give them something authentic to be passionate about and tap into that passion. Hmm, grlstrt rep hasn’t spoken yet but neither has Bon Jovi rep. Ok, he just has, “you can’t be a fan of 500 GB of music.”. There are no mktg monies left in music business. It’s all grassroots. Bryan Menell is on the panel too but on other side of table and I can’t see when he’s talking. Spiceworks founder (but not Scott Abel) talked about creating a cause among IT managers. Realized they could when heard words like hate. HomeAway rep sharing too, Eric says they have great vrbo (?). What’s difference between virality, democracy and grassroots. Posted from my blackberry