On October 2, Tribal Worldwide and sparks & honey hosted the Collaborative Economy Summit at the Hudson Terrace in New York City. The event is the latest installment of Tribal Worldwide New York’s pop-up-panel series of thought provoking conversations led by cultural and economic trendsetters. Drawing in a crowd of approximately 100 start ups, brands, marketers, reporters and other collaborative economy participants the gathering lasted from roughly 10am to 1:30pm.
Seth Friedman, Managing Partner at Tribal Worldwide opened the event by providing the audience with contextual awareness of B2B sharing. Looking to examine implications this type of sharing could potentially have on a business in 2014 and beyond, the event provided a first hand look into how small businesses and big brands can help generate new value for constituents and shareholders in the form of two panel discussions.
The first panel of the day was kicked off by a short presentation from Joe Justice, Founder and CEO of WIKISPEED and Christine Hegarty of the Boston based, Scrum Inc. In their presentation Justice explained how his company taps into the collaborative economy to manufacture high performing automobiles while Hegarty communicated the framework for team organization at Scrum: customer centrism. Justice then went on to join fellow entrepreneurs Miguel McKelvey, Co-founder, Social Bicycles, Jase Wilson, CEO, Neighbor.ly, Terry Young, CEO, sparks & honey, and Jerry Needel, Head of Growth, Indiegogo on the Disrupters panel.
More ownership by doing, less ownership by having, was a common mentality echoed throughout the discussion as panelists described the value in “access” versus “ownership.” when promoting a more efficient, affordable and responsible world. Panel moderator, Brian Morrissey, Editor in Chief of Digiday engaged panelists with a reminder of the time-honored history around the sharing economy.
Principal influencer within the sharing space, Jeremiah Owyang, Chief Catalyst, of the newly established Crowd Companies delivered a keynote address preceding the second panel of the day, Big Brands and Marketers.
Following his presentation on how companies can build thriving new markets through social business, Jeremiah was joined on stage by David Polinchock, Director, AT&T AdWorks Lab, Alpa Pandya, EVP, Sterling Brands, Ahmad Nassar, EVP, Business Affairs & General Counsel, NFL Players, Christina Stanfield, Senior Director of Strategy, Interbrand and Nicolas Johnson, Marketing Director, Hertz Corporation.
Through their conversation seven business opportunities were highlighted for brands:
1. Be purpose driven
2. Be open to innovation from the crowd
3. Safeguard your assets
4. Be a service brand
5. Create deeper relationships within your market
6. Reduce your owned expenses
7. Evolve or die
Rounding out the day, the crowd heard from Sara DaVanzo, Chief Cultural Strategy Officer at sparks & honey who presented key findings from the Marketing Hack free business consultation. Throughout the four-hour event Founders Institute entrepreneurs were supplied with free business advice from industry experts specializing in Strategy, Creative/Design and Branding. Experts included, Sarah DaVanzo, Kinney Edwards, Executive Creative Director, Tribal Worldwide, Matt Freeman, Operating Partner, Bain Capital and Nick Parish, Editorial Director, Contagious and Stuart Hazlewood, Chief Strategy Officer, DDB NY.
Each panel was followed by a Q&A session where engaged audience members posed questions and connect serving as a networking platform for individuals, start-ups and corporations.
Visit the #CollabSummit Storify board for more.