Imagined Commnuity
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Transcript of Imagined Commnuity
An Imagined Community:A “McKinsey Framework”
for Evaluating Alternative Strategies
2
Where Will Judaism Be 100 Years From Now?
Relevant, Sustaining and Thriving…
Or Limited and nearly extinct?
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3
Imagined Community
Overall StrategyWhat are we trying to achieve?What are our success measurements?How do we create sustainable organizations?How do we best fund and support these organizations?How do we best select which initiatives to fund?How if any do these organizations work together?
MarketingHow can we identify and choose the right market segment(s) to
serve?How can we differentiate our offering from competitive offeringsHow far can we go in customizing our offering for each customer?What are the major ways in which we can grow our organizations?How can we build stronger nonprofits?How can we reduce the cost of customer acquisition?How can we keep our members loyal for a longer period?How do we retain through evolving needs of individuals and groups?
Core Questions
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Transforming Judaism
Participant Experience
Actual Potential
Minimize gap between Actual and Potential Experience
Shift focus to participant’s needs and expectationsDetermine market messaging and positioning based on needsDesign content which self-motivates and propelsLeverage and brand existing material to foster collective consciousness
Intent:
Goals:
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Addressing Individual Needs
Physiological needsHunger, thirst
Safety needsSecurity, protection
Social needsSense of belonging, love
Esteem needsSelf-esteem, recognition, status
Self-actualization
needsSelf-development
and realization
Maslow’s Hierarchy of Needs
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The Experience Cycle
Activation Awareness Initial Experience
Initial Assessment
Continued Experience
Social Context
OverallAssessment
What is it?
Why do I care?
What do I do?
What do I get out of it?
What need does it serve?
Who else is doing this?
What will people think of me?
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Experiential Positioning
Evangelist(Totally Engaged)
Unengaged
Initial Advanced
Experience
IndividualAcceptance
Applicable ExperiencesEnvironment AwarenessMusicDiet /ExercisePersonal DevelopmentPolitical MovementJudaism
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Engagement & Commitment
Unaffiliated Members Maturing Members Influencers
Community Crowd Congregation Committed Core
Attendees
What are individual benefits at each stage?
What are individual responsibility at each stage?
Objective is to achieve deepest involvement with least effort and greatest reward.
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Evaluation Framework
InitiativeWeight WatchersRed Hat SocietyPolitical Party
Media EnterpriseReligious Organization
Amazon
Personal ExperienceAwareness/ Attitude/ BehaviorMaslow’s Needs AddressedProblem(s) SolvedPerceptionEngagement Requirements/ Benefits
Service AttributesCore ElementsPersonalizationSocial AspectAdvanced InvolvementTerms, Price and Value PropositionCustomer Service
StrategyTarget Market(s)Reach/FreqInvestment Ongoing CostCPU /CPABreakeven LevelSustainability
Framework Strategy
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Key ComponentsFor Sustainable Programs
StructureLogic
AdaptabilityRelevancy
Lifestyle ApplicationMarketing & Retention Approach
Business PlanLongevity
Expertise and CredibilityAnticipation
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Where is the Opportunity?
(Inform)Relevant Content
Individual Initiative Seeking
Current or ContextualPersonal Development
(Live)Personal ActionOnline & Real WorldAspirational PlatformSample & Experience
Tikkun OlamPersonal Actualization
Collective Action
(Connect)SOCIAL NETWORKING
Individual & group empowermentTrendsetting Influencers
Expert AccessContinuity Aspect
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Inventive, but usefulOriginal, but not abstract
Stylish, but accessibleBold, but not offensive
Breezy, but still meaningfulForward-looking, but rooted in the present
Smart, but not academicConfident, without bragging
Sexy, but not vulgarOpen-minded, but still opinionated
Inviting, but not ordinary
SOURCE: "Think Bravo," Bravo network
Bravo defines the "guardrails" of its "brand personality" as:
Bravo: Bravo Think
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Initiative ResultsWhat it means to be Jewish?
AwarenessAttitudeBehavior
(Social, Cultural, Religious)Identity
Sense of belongingFamily
Historical PerspectiveCollective ConsciousnessCommunity Involvement
Social ActionJewish Organization Participation
Synagogue AttendancePhilanthropic Options
Affinity to IsraelPrayer
Torah StudyMitzvot
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Outreach Opportunities
Life and Calendar Events Serve as Touch Points• Birth• Hebrew Education• Bar/ Bat Mitzvah• Attending College• Graduating College• Dating• Marriage• Conversion• Child Birth• Volunteerism
• Infertility• Growth Cycle for Children• Divorce• Illness• Death• Emotional Issues• World Events• Holidays• Trip to Israel• Retirement
These Touch points afford the opportunity to connect to market segments