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The Sharing Economy- Global Sharing Day target market and communication channels

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Edyta Kosnik
Edyta Kosnik

This document discusses co-creating a Global Sharing Day to raise awareness about the sharing economy. It provides various marketing strategies to target different groups through digital marketing, traditional marketing, merchandising, mass media, internet/online media, public relations, and events. The goal is to engage people and organizations around the world about the benefits of sharing resources to help both people and the planet.

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Co-Creating Global Sharing Day Building the sharing economy
• Sharing Economy is one that puts people and planet at its heart.. • So during Climate Week we had another Meet-Up to Co-Create Global Sharing Day • We were hosted by new community project Small Works
Ways to create global awareness about the sharing economy • Through digital marketing – Increase presence on social media sites. (Facebook, Twitter, LinkedIn, Google +, Instagram, Blogosphere, YouTube, Ted etc) – Tap into social medias local to certain countries, E.g.: Vibo in China – Create online campaigns with the #WIWS (When I was sharing) so people can share anecdotes about their experience. – Establish two-way conversations between the organization and the public. Share thoughts. – Talk in relevant forums and raise awareness, E.g.: Create a subreddit for People Who Share on www.reddit.com. – Viral videos – Documentary
Ways to create global awareness about the sharing economy • Through traditional marketing – Merchandising E.g. T-shirts, buttons, key tags etc – Posters and billboards – Word of mouth – Celebrity endorsements – Guerilla and street marketing
Ways to create global awareness about the sharing economy • Other marketing – Through art – Flash mobs, gimmicks and performances – Meet ups – Through schools and universities – Speak to companies and ask them to make sharing part of their CRS – Advertising on trees/ tube – Sharing awards – Networking events
Target groups • Education – Primary schools – Children – Teachers – Universities – Generation Y – Young adults • Family’s – Parents – Kids
Target groups cont. • Famous people – Politicians – Royal family – Members of Parliament – Pope and other religious figures – Celebrities – Sport stars • Business – Food industry – Retail industry – Fashion industry – Corporations – Travel industry
Target groups cont. • Public – The time rich – The ‘Haves’ – The ‘have not’s – The space poor – Drivers – Unemployed – Elderly – Tourists – EU citizens – Councils
Target groups cont. • Networking – Community – Friends – Neighborhoods – Meet ups
Share more....... How can we spread the message?
Mass media • TV Public: Persistent TV viewers: Children and families, low and middle income families/unemployed, pensioners, students. • Radio Public: long distance drivers-whole day, professionals driving to and from work – in the morning and afternoon, high profile pensioners who tend to listen to radio i.e. BBC -no time frame.
Internet/on-line media Audience: Young people, students, tech savvy professionals, bloggers, businesses, teachers, young adults, business partners, sponsors. Channels: • Social media • Direct marketing • E-newsletters • SEO • User generated content • Blogs • Emails
Promotion and Merchandising Can be used amongst most of the publics to achieve a brand awareness and to create a long lasting memory of the brands logo and identity. Audience: children at schools, young people at universities as well as families and elderly. Well adjusted message can be implemented within merchandising products for sponsors, celebrities, council and government partners, amongst all networking events and tourists. Channels • Leaflets • Theme toys • Stickers and banners • Print Advertising
Public Relations Publics: Can be best used to engage publics with deeper aspects of the brand and its culture. Press releases and features are to be generated and directed specifically for the audiences of the magazines to gain deeper understanding of the Sharing Economy concept and to encourage to involvement. Proposals, media kits, pitches etc. can be generated to businesses, trade unions and formal/governmental bodies and other more influential stakeholders, such as celebrities. Channels • Magazines and newspapers releases and features • Websites content • Fact sheets, media kits, pitches • Newsletters and brochures • Celebrity endorsement/ ambassadors • proposals
Events Publics: Includes all the stakeholders mentioned above with very specifically generated content and program of the events to make sure the right message is delivered to the right audience, i.e. Children events at school to be about sharing as being a good person and about having fun with sharing, while the sharing exhibitions for adults, might contain more political and economical aspects. Channels: • Global Sharing Day • Meetups • Inspirational meetings and discussion boards. • Exhibitions • Big Lunch Day • Festivals

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The Sharing Economy- Global Sharing Day target market and communication channels

  • 1. Co-Creating Global Sharing Day Building the sharing economy
  • 2. • Sharing Economy is one that puts people and planet at its heart.. • So during Climate Week we had another Meet-Up to Co-Create Global Sharing Day • We were hosted by new community project Small Works
  • 3. Ways to create global awareness about the sharing economy • Through digital marketing – Increase presence on social media sites. (Facebook, Twitter, LinkedIn, Google +, Instagram, Blogosphere, YouTube, Ted etc) – Tap into social medias local to certain countries, E.g.: Vibo in China – Create online campaigns with the #WIWS (When I was sharing) so people can share anecdotes about their experience. – Establish two-way conversations between the organization and the public. Share thoughts. – Talk in relevant forums and raise awareness, E.g.: Create a subreddit for People Who Share on www.reddit.com. – Viral videos – Documentary
  • 4. Ways to create global awareness about the sharing economy • Through traditional marketing – Merchandising E.g. T-shirts, buttons, key tags etc – Posters and billboards – Word of mouth – Celebrity endorsements – Guerilla and street marketing
  • 5. Ways to create global awareness about the sharing economy • Other marketing – Through art – Flash mobs, gimmicks and performances – Meet ups – Through schools and universities – Speak to companies and ask them to make sharing part of their CRS – Advertising on trees/ tube – Sharing awards – Networking events
  • 6. Target groups • Education – Primary schools – Children – Teachers – Universities – Generation Y – Young adults • Family’s – Parents – Kids
  • 7. Target groups cont. • Famous people – Politicians – Royal family – Members of Parliament – Pope and other religious figures – Celebrities – Sport stars • Business – Food industry – Retail industry – Fashion industry – Corporations – Travel industry
  • 8. Target groups cont. • Public – The time rich – The ‘Haves’ – The ‘have not’s – The space poor – Drivers – Unemployed – Elderly – Tourists – EU citizens – Councils
  • 9. Target groups cont. • Networking – Community – Friends – Neighborhoods – Meet ups
  • 10. Share more....... How can we spread the message?
  • 11. Mass media • TV Public: Persistent TV viewers: Children and families, low and middle income families/unemployed, pensioners, students. • Radio Public: long distance drivers-whole day, professionals driving to and from work – in the morning and afternoon, high profile pensioners who tend to listen to radio i.e. BBC -no time frame.
  • 12. Internet/on-line media Audience: Young people, students, tech savvy professionals, bloggers, businesses, teachers, young adults, business partners, sponsors. Channels: • Social media • Direct marketing • E-newsletters • SEO • User generated content • Blogs • Emails
  • 13. Promotion and Merchandising Can be used amongst most of the publics to achieve a brand awareness and to create a long lasting memory of the brands logo and identity. Audience: children at schools, young people at universities as well as families and elderly. Well adjusted message can be implemented within merchandising products for sponsors, celebrities, council and government partners, amongst all networking events and tourists. Channels • Leaflets • Theme toys • Stickers and banners • Print Advertising
  • 14. Public Relations Publics: Can be best used to engage publics with deeper aspects of the brand and its culture. Press releases and features are to be generated and directed specifically for the audiences of the magazines to gain deeper understanding of the Sharing Economy concept and to encourage to involvement. Proposals, media kits, pitches etc. can be generated to businesses, trade unions and formal/governmental bodies and other more influential stakeholders, such as celebrities. Channels • Magazines and newspapers releases and features • Websites content • Fact sheets, media kits, pitches • Newsletters and brochures • Celebrity endorsement/ ambassadors • proposals
  • 15. Events Publics: Includes all the stakeholders mentioned above with very specifically generated content and program of the events to make sure the right message is delivered to the right audience, i.e. Children events at school to be about sharing as being a good person and about having fun with sharing, while the sharing exhibitions for adults, might contain more political and economical aspects. Channels: • Global Sharing Day • Meetups • Inspirational meetings and discussion boards. • Exhibitions • Big Lunch Day • Festivals