1. freemavens :: the
creative
tech
company
hi@freemavens.com
Andrzej Moyseowicz
Innovation Partner, Co-Founder
@on_jay #freemavens

2. ADVERTISING
ADVOCACY
vs
Cross
the
line
and
set
up
camp.

3. ADVOCACY
THE
PATH
TO
ENLIGHTENED
CAPITALISM...

4. ADVOCACY
THE
CREATIVE
REMIT
IS
DICTATED
BY
ADVOCATES.
NEW PRODUCTS
EVENTS
APPs
Utility
FILM
SOCIAL
TRIAL
INSTALLATIONS
ACTIVATION
GAMES
APPs
Entertainment
ADVERTORIAL
SNACK CONTENT

5. #FHS
THE
CREATIVE
BENCHMARK?

6. “Our
new
job
is
to
get
consumers
to
do
our
old
job
for
us.”
freemavens

7. WHO
ARE
MAVENS*
&
WHY
FOCUS
ON
THEM?
freemavens
*mavens
=
old
yiddish
word
for
someone
who
understands
and
seeks
to
share
that
understanding
with
others

8. MAVENS
DRIVE
CONNECTIONS
10
mavens
100
people
CONSUMERS
Average
Social
Network
Size
>600
Connections
Sources:
McKinsey
Quarterly
WOM
2010,
Bain
“Making
Social
Media
Work”
2011,
Boston
Consul@ng
Group
NB:
TO
SCALE
10
mavens
will
comment
on
a
brand
they
believe
in
at
least
4x
a
year
making
a
proper
connection
with
150
people
in
their
networks
This
means
1
Maven
can
make
6,000
quality
impressions
freemavens

9. 150x
10
90
CASUALS
mavens
100
people
CONSUMERS
Message
frequency
1.2x
1x
Sources:
McKinsey
Quarterly
WOM
2010,
Bain
“Making
Social
Media
Work”
2011,
BCG
3x
as
oFen
Minimum
120%
greater
purchase
impact
with
10%
of
the
audience
at
least
4x
more
impact
on
catalyzing
a
purchase
in
others
NB:
TO
SCALE
MAVENS
DRIVE
PURCHASES
freemavens

10. freemavens
freemavens::

11. What
we
do
for
brands:
freemavens

12. PURPOSE
freemavens

13. PURPOSE
#EarthHack

14. IF
YOU
ONLY
TWEET
ONE
THING...
mblr.co/18tVEEG
#EarthHack
@on_jay
@play_marblar
Enter #EarthHack contest to source eco-home ideas from the crowd

15. MAVEN
MAPPING
freemavens

16. MAVEN
MAPPING:
WHY
DO
SOCIAL
LISTENING
IF
YOU
CAN
MAP
OUT
REAL
INFLUENCE?
freemavens

17. MAVEN
MAPPING:
WHATS
Lot
of
generic
cha.er,
>75%
in
social
pla7orms
rather
than
mainstream
channels,
with
lots
of
need
for
holis;c
recovery
advice

18. MAVEN
MAPPING:
WHERE
freemavens
Top
Communi;es:
1. Sport
2. Love
and
family
3. IT
&
Tech
4. Automo;ve
5. Video
gaming
Our
first
explora;on
with
Maven
Mapping
affirms
that
that
Physicool
can
enter
conversa;ons
in
expected
AND
surprising
spaces.
Sport
represents
LESS
THAN
1/2
of
the
relevant
cha.er...so
huge
areas
to
mine
and
create
advocacy.
Conversa;ons
are
held
primarily
on
social
media,
in
par;cular
Twi.er
holds
the
highest
volume
of
verba;m

19. MAVEN
MAPPING:
WHERE

20. MAVEN
MAPPING:
WHOs
We
can
iden;fy
dispropor;onately
influen;al
individuals
that
are
not
always
obvious
or
famous.
We
see
how
their
messages
spread
and
impact
others
rather
than
going
for
“celeb”
factor.

21. MAVEN
MAPPING:
WHOs
We
can
track
those
who
are
most
engaged...
or
should
be!

22. CREATIVE
&
MAVEN
MEDIA
freemavens

24. THE
COUCH

25. THE
COUCH

27. ???????

33. Deaths
caused
by
'legal
highs'
rises
4x
Deaths
which
were
linked
to
the
use
of
the
use
of
four
drugs
which
unFl
recently
were
openly
sold
on
the
streets
have
risen
from
nine
in
2007
to
41
in
2011.
The
drugs
include
GHB,
more
commonly
referred
to
as
a
"date
rape"
drug,
cathinones
such
as
meow
meow
and
other
sFmulants.
The
drugs
are
popular
on
the
club
scene.
A
total
of
77
deaths
over
the
past
five
years
have
been
linked
to
GHB,
while
21
deaths
have
been
linked
to
a
sFmulant
called
BZP.
Cathinones
such
meow
meow,
which
has
been
reclassified
as
a
Class
B
drug
in
the
UK,
have
caused
12
deaths
in
the
past
two
years.
Earlier
this
month
Professor
Les
Iverson,
chairman
of
the
Advisory
Council
on
the
Misuse
of
Drugs,
warned
that
the
law
is
struggling
to
keep
up
with
drug
dealers,
who
have
created
200
potenFally
dangerous
syntheFc
drugs
which
have
yet
to
be
banned.
The
recreaFonal
drugs
are
oXen
adverFsed
as
“plant
food”
or
“bath
salts”
to
avoid
falling
foul
of
the
law,
but
carry
a
high
risk
of
overdose,
serious
health
problems
or
even
death.
Website:
hp://www.telegraph.co.uk/health/10071086/Deaths-­‐caused-­‐by-­‐legal-­‐highs-­‐rises-­‐four-­‐fold.html

34. Chris
Palengat
STRATEGIC
Business
James
Isaac
Callum
Negus-­‐
Fancey
CREATIVE
Technology/AcFvaFon
CreaFve
technologists
who
eat
binary
for
breakfast,
they
thrive
on
bringing
alive
the
world
as
they
see
it.
With
creaFve
flair
without
the
pretenFous
–
these
guys
bring
all
the
creaFve
firepower
of
a
large
agency
Ex-­‐Worldwide
Account
Director
KraX
&
Vice
Chairman
of
Saatchi
&
Saatchi
EMEA;
Global
Client
Maestro
Brand
building
architect
Futurist
New
Media
Guru
freemavens
Andrzej
Moyseowicz
INNOVATOR
CreaFve
Ex-­‐Strategy
&
InnovaFons
Director,
EMEA
and
member
of
EMEA
CreaFve
Board
and
Global
TransformaFon
Team
of
Saatchi
&
Saatchi;
award
winning
chemical
and
innovaFons
engineer,
MBA,
strategy,
creaFve,
product
design,
new
and
parFcipaFve
media
Global
Experience,
Niche
to
Mass

35. freemavens :: the
creative
tech
company
visit us at freemavens.com
like us at fb.com/freemavens
follow us @freemavens