Social Networking to Social Niche-working

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In today’s online world, most people and brands are consumed with thoughts of hitting a “critical mass.” As time goes on, it’s the “credible mass” that will be the most powerful. Drew Hawkins and Julia Cantor walk through primary research and firsthand experience with online platforms such as Pinterest, Untapped, Instagram, Path and much more.

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  • Social Networking to Social Niche-working

    1. 1. FUEL INNOVATION:April 12 6:00-9:00pm @engauge #fuelinnovation
    2. 2. Social Networking to Social Niche-working How to make sense of it allFUEL INNOVATION: Social Networking to Social Niche-working
    3. 3. Drew Hawkins social engagement manager Julia Cantor sr. digital publicist@drewhawkins #fuelinnovation @juliacantor
    4. 4. thanks for coming@drewhawkins #fuelinnovation @juliacantor
    5. 5. Agenda: 1. content explosion 2. finding a niche 3. what’s next@drewhawkins #fuelinnovation @juliacantor
    6. 6. Social media 1.0@drewhawkins #fuelinnovation @juliacantor
    7. 7. Social media 1.0 connections@drewhawkins #fuelinnovation @juliacantor
    8. 8. Social media 1.0 connections content creation@drewhawkins #fuelinnovation @juliacantor
    9. 9. the problem? everyone is a content creator@drewhawkins #fuelinnovation @juliacantor
    10. 10. that’s a problem? yes. we’ve reached information overload@drewhawkins #fuelinnovation @juliacantor
    11. 11. users upload nearly 8 years of video every day. users write 500 thousand blog posts every day. users share 250 million photos every day. users send 233 million tweets every day. users share 40 million posts every day. users share 864 thousand photos every day.@drewhawkins #fuelinnovation @juliacantor
    12. 12. so what do consumers need?@drewhawkins #fuelinnovation @juliacantor
    13. 13. so what do consumers need? control@drewhawkins #fuelinnovation @juliacantor
    14. 14. The Life Cycle of Content content creation@drewhawkins #fuelinnovation @juliacantor
    15. 15. The Life Cycle of Content content creation@drewhawkins #fuelinnovation @juliacantor
    16. 16. The Life Cycle of Content content sharing@drewhawkins #fuelinnovation @juliacantor
    17. 17. The Life Cycle of Content content curation@drewhawkins #fuelinnovation @juliacantor
    18. 18. The Life Cycle of Content content curation@drewhawkins #fuelinnovation @juliacantor
    19. 19. The Life Cycle of Content content curation@drewhawkins #fuelinnovation @juliacantor
    20. 20. Curation Platforms@drewhawkins #fuelinnovation @juliacantor
    21. 21. Curation Platforms we’re moving away from a mindset of reaching “critical mass” and towards one of “credible mass.”@drewhawkins #fuelinnovation @juliacantor
    22. 22. Why Curate?@drewhawkins #fuelinnovation @juliacantor
    23. 23. Why Curate? curation is a research tool to get to know your customer@drewhawkins #fuelinnovation @juliacantor
    24. 24. Why Curate? curation is a research tool to get to know your customer social listening opportunity@drewhawkins #fuelinnovation @juliacantor
    25. 25. Why Curate? curation is a research tool to get to know your customer social listening opportunity establish authority over a niche topic@drewhawkins #fuelinnovation @juliacantor
    26. 26. Where to curate?@drewhawkins #fuelinnovation @juliacantor
    27. 27. sure it’s popular...but why care?@drewhawkins #fuelinnovation @juliacantor
    28. 28. “Essentially, Pinterest excels at something that’s very hard to do on the web - help people discover new things.” -CNN Money@drewhawkins #fuelinnovation @juliacantor
    29. 29. Drives purchase intent 21% of Pinterest users surveyed said they’ve actually bought an item from Pinterest source: TheNextWeb@drewhawkins #fuelinnovation @juliacantor
    30. 30. my wife’s style board a story about purchase intent source: TheNextWeb@drewhawkins #fuelinnovation @juliacantor
    31. 31. my wife’s style board a story about purchase intent source: TheNextWeb@drewhawkins #fuelinnovation @juliacantor
    32. 32. my wife’s style board a story about purchase intent source: TheNextWeb@drewhawkins #fuelinnovation @juliacantor
    33. 33. Builds niche communities@drewhawkins #fuelinnovation @juliacantor
    34. 34. Networks -> interests segues users from curation based on networks to curation based on interest@drewhawkins #fuelinnovation @juliacantor
    35. 35. Agenda: 1. content explosion 2. finding a niche 3. what’s next@drewhawkins #fuelinnovation @juliacantor
    36. 36. niche [nich] n. 1. a place or position suitable or appropriate for a person or thing. 2. a distinct segment of the market@drewhawkins #fuelinnovation @juliacantor
    37. 37. Niche platforms@drewhawkins #fuelinnovation @juliacantor
    38. 38. Niche platforms untappd@drewhawkins #fuelinnovation @juliacantor
    39. 39. Niche platforms runkeeper@drewhawkins #fuelinnovation @juliacantor
    40. 40. Niche platforms path@drewhawkins #fuelinnovation @juliacantor
    41. 41. Niche platforms foodspotting@drewhawkins #fuelinnovation @juliacantor
    42. 42. Niche communities can form around anything.@drewhawkins #fuelinnovation @juliacantor
    43. 43. Niche communities can form around anything. Literally.@drewhawkins #fuelinnovation @juliacantor
    44. 44. Niche communities can form around anything. Literally. Ravelry a community of knitters, crocheters and everything in between@drewhawkins #fuelinnovation @juliacantor
    45. 45. Niche communities can form around anything. Literally. Red Karaoke a website for the connoisseur of the karaoke experience@drewhawkins #fuelinnovation @juliacantor
    46. 46. Niche communities can form around anything. Literally. HAMSTERster love everything about hamsters? meet your new favorite website@drewhawkins #fuelinnovation @juliacantor
    47. 47. Real-time nicheworking [reel-time-nich-wurk-eeng] n. 1. communicating about or around a topic of mutual interest in a virtual micro-community@drewhawkins #fuelinnovation @juliacantor
    48. 48. hashtags = content filtering #godirtygirl@drewhawkins #fuelinnovation @juliacantor
    49. 49. #fuelinnovation@drewhawkins #fuelinnovation @juliacantor
    50. 50. #BlogWorld Twitter stats source: Sheldon Levine, Sysomos@drewhawkins #fuelinnovation @juliacantor
    51. 51. #BlogWorld Twitter stats 24,402 tweets about #blogworld source: Sheldon Levine, Sysomos@drewhawkins #fuelinnovation @juliacantor
    52. 52. #BlogWorld Twitter stats 24,402 tweets about #blogworld 44.49% were original tweets source: Sheldon Levine, Sysomos@drewhawkins #fuelinnovation @juliacantor
    53. 53. #BlogWorld Twitter stats 24,402 tweets about #blogworld 44.49% were original tweets 36.35% were retweets source: Sheldon Levine, Sysomos@drewhawkins #fuelinnovation @juliacantor
    54. 54. My Coke Rewards taking a niche beyond a brand category@drewhawkins #fuelinnovation @juliacantor
    55. 55. Agenda: 1. content explosion 2. finding a niche 3. what’s next@drewhawkins #fuelinnovation @juliacantor
    56. 56. niches = people asking for your content@drewhawkins #fuelinnovation @juliacantor
    57. 57. it only takes 10% to sway the opinion of the majority@drewhawkins #fuelinnovation @juliacantor
    58. 58. evangelists spend 13% more than the average customer and refer business equal to 45% of the money they spend@drewhawkins #fuelinnovation @juliacantor
    59. 59. Avoid “parachute marketing” reward your fans and empower your niche with content curation...@drewhawkins #fuelinnovation @juliacantor
    60. 60. ...and they’ll do the work for you@drewhawkins #fuelinnovation @juliacantor
    61. 61. questions?@drewhawkins #fuelinnovation @juliacantor
    62. 62. thank you that’s all we have for our presentation. go eat some cereal.FUEL INNOVATION: Social Networking to Social Niche-working

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