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Ownership
Ownership Changes Behavior
When Customers Own Your Company, Great Things Happen
Consumer-Owners vs. Ordinary Consumers
Source: Bain & Company (2000), as cited in The Industry Standard
Only a Small Number of Americans Are Stock Owners
own stock directly
Source: Federal Reserve Board, 2009
Occupy Wall Street
Why Only 18%? Three Key Friction Points
HIGH MINIMUMS HIGH FEES
Stock Ownership Barriers for Average Americans
COMPLEX
Tens of Millions More Would Like To Be Owners
would buy stock directly from companies of which they are a customer
Source: Opinion Research Corporation
Occupy Main Street
How do we disrupt?CSOPs democratize the markets, making stock ownership easy and affordable for tens of millions of everyday people.
How do Companies Benefit?CSOPs enable companies to use stock ownership to create a deeper, more emotional connection with their consumers.
CSOPs create powerful new brand ambassadors:Consumer-Owners.
As easy as buying a book on Amazon.
Invest the amount that fits your budget.
Opens access to millions of Americans.
3 CLICKS
CSOP Removes Friction – Scales Loyalty
PAY NO FEES, EVER.
INVEST AS LITTLE AS $10
Consumer-Owners Loyal Even When Stock Price Declines
More spending, referrals and visits.
9x are more upset with product degradation than with stock price decline.
2x more would buy on a drop than sell.
Boston Beer IPO (Samuel Adams): 17 years later, 30% still own their original IPO shares.
Source: Opinion Research Corporation; The Boston Beer Corp
Fifth & Pacific Using CSOP to Increase Loyalty
“We look at this as yet another way to be closer to and be more intimate with the people that love us the most and are our best customers.”
-Bill McCombCEO, Fifth & Pacific Companies, Inc.AdAge, May 23, 2012
How CSOPs Enhance Your Social Strategy
Rise of Social Creates New Challenges
What is my social media strategy?
How do I engage customers that are talking about my brand?
Who really owns my brand?
Current Social Metrics Limited to Likes and Attitude
Result: Lots of Fans, Unknown ROI
Ownership: The Ultimate Like
Ownership is the Monetization of Social Media
Ownership is the Monetization of Social Media
Populate social media with brand ambassadors
Ownership is the Monetization of Social Media
Populate social media with brand ambassadors
And they will become your marketing strategy
Ownership is the Monetization of Social Media
Populate social media with brand ambassadors
And they will become your marketing strategy
The Loyalty Effect of Ownership
How Ownership Impacts You
Transforming Capital Markets
• $60 billion in annual capital formation.
• Brand Value literally adds to market value.
• New marketing metrics and critical new CMO dashboards.
Parting Thoughts
If you want to own your customers, let them own you.
Ownership is the world’s first behavioral currency.
Ownership is the ultimate Like button.