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
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 CSR
Advertising on trees/ tube
Sharing awards
Networking events

6. Target groups Education Family’s Primary schools Children Teachers
Universities
Generation Y
Young adults
Family’s
Parents
Kids

7. Target groups cont. Business 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: Radio
Persistent TV viewers: Children and families, low and middle income families/unemployed, pensioners, students.
Radio
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 s

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: Channels
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: Channels:
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.
Exhibitions
Big Lunch Day
Festivals