More Mind Reach

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The presentation prepared by Robin Good for the National eXtension Virtual Conference 2011,

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More Mind Reach

  1. 1. *More Mind Reach*National eXtension Virtual Conference 2011October 17, 18 & 19, 2011
  2. 2. How can you achieve more mind reach
  3. 3. How can you achieve more mind reach by helping others and creating something of value?
  4. 4. How can you achieve more mind reach while building your reputation by helping others and making your efforts sustainable? and creating something of value?
  5. 5. The Sharewood Formula Focus Value Fans Listen
  6. 6. The n. 1 factor is
  7. 7. Focus
  8. 8. :..WARNING..: There are essentially only TWO ways1) Posizionati that people can find you online 1. Through a search (via Google, Bing etc.) 2. Through a social recommendation
  9. 9. 1. Intercept a specific need Bruce Lee’s Jeet Kune Do means “the first that intercepts”
  10. 10. Why to intercept a specific need?1. People do not wander online. They “actively” search for something specific they need or they are interested into.2. By intercepting a specific need you know exactly what your audience wants and why.3. People today want to get their info, their tools and services from someone they consider a “trusted” specialist, an expert.
  11. 11. Identify a specific PIN
  12. 12. Identify a specific PIN• PIN = Problem, Interest, Need
  13. 13. Identify a specific PIN and go AFTER IT!• PIN = Problem, Interest, Need
  14. 14. Identify a specific PIN
  15. 15. 2. Create Unique Value
  16. 16. Why to create value?1. To build for yourself a reputation for being “the someone to go to” on that topic. People / orgs who can create valuable objects are considered “reputable”.2. To become “visible”. This is why you need to create something really special and unique. Something that is of actual value (usefulness) to a specific group of people. Quantity is not enough. It is quality and usefulness-insight that make the difference.3. To become “trusted” by sharing valuable things. Offline and online. (Links from others, articles about you, reviews, etc.)
  17. 17. Why to create value?1. To help those who arrive on your site to find immediately something useful.2. To give them something so good they do want to come back for more.3. To motivate others to talk, recommend, reference, mention and link your good work.
  18. 18. But how do you really define “value”?What’s “value”?
  19. 19. The “wow” test
  20. 20. Can you elicit these reactions?
  21. 21. Can you elicit these reactions?
  22. 22. Can you elicit these reactions?
  23. 23. Can you elicit these reactions?
  24. 24. Will they call their best friend, and tell themwhat you have just shown them?
  25. 25. ...if so, what are the key traits of an information objectthat elicit that kind of reaction?
  26. 26. Here the ones that work for me: Value Creat 2) e 1. Immediately useful (I can make use of it now)2) Create Value 2. Unique (haven’t seen anything like it before) 3. Special (has special, unexpected cool features) 4. Personalized (it seems to be cut exactly for my need) 5. Exclusive (unavailable elsewhere) 6. Accessible (easy to get to)
  27. 27. Here the ones that work for me: Value Creat 2) e 7. Gives me a “set” of information that is self-contained – complete – organized2) Create Value 8. Provides me with a comprehensive view of something 9. Gives me access to all of the resources available 10. Makes sense for me of something otherwise complex, difficult to understand, scattered
  28. 28. ...so, which could be some types of content formatsthat can be used to achieve this?
  29. 29. Here are some ideas: Value Creat 2) e • Newsradar • Directory • Catalogue2) Create Value • Gallery • Collection • Digest • Guide • Course -Tutorial • Template - Model • Comparative Review • Interview
  30. 30. The Complete WOW! Formats Maphttps://www.mindmeister.com/105737930
  31. 31. Creating Value by Curating Content
  32. 32. Risks and Opportunities of Curation• More of the same junk• No added value – just more noise• No Focus, just more news to go through• No voice – no insight to be gained• Easier, trendy way to produce content with zero effort• Better than a blog for who is looking just for that• A kind of touristic, amateurish photo shoot
  33. 33. Curation as Photography• You can take pictures by filling your frame with something, or...• You can make photographs by “curating” all aspects of it: – Subject – focus – Framing – context – Lighting – tone – Exposure – your take – ....
  34. 34. Curation as Dolby• The noise can help in finding the real “sound”• The more "noise" there is in the news stream the easier it is to distinguish what is good and relevant from what is not.• You can hear the same very concept explained by Robert Scoble (at min: 19 30") in this excellent video interview done with Howard Rheingold on the very topic of online content curation
  35. 35. How Many Ways to Curating Content?
  36. 36. How Many Ways to Curating Content? http://bit.ly/curation-types
  37. 37. What do we need from Curation Tool Builders?• Not just another publishing tool• Competence, interest, attention to curators’ real needs• Credit, attribution, transparency• Support for existing open standards• Rewarding quality work• New display and delivery formats• Search facilities• Access to Archives• Freedom of choice for where I want to publish
  38. 38. The Upcoming Types of Curated Formats http://bit.ly/curation-upcoming-formats
  39. 39. And what happens next?What do I do after I create value?
  40. 40. 3. Cultivate your community of fans
  41. 41. Why to cultivate a following?1. To develop a loyal, passionate and growing group of fans willing to support your mission and projects/initiatives.2. To be able to become a trusted reference for them, on your specific subject matter area.3. To listen closely to what your fans and potential customers want.4. To understand and identify their PINs5. To create the premises for a sustainable and productive ecosystem.
  42. 42. Nurture, Care, Truly Help Cultiv fans ate 3) • Support your readers, subscribers, customers by going out of your way in listening and3) Cultivate fans responding to their problems interests and needs (PINs). • Your fan success and satisfaction comes before your own. It is through their appreciation and satisfaction that you will grow and survive. • Invent new ways in which your fans can start also helping each other out.
  43. 43. Share – Give out for free • Go out of your way to create value for others3) Cultivate fans • Share what has value • Give out for free what normally you would have charged for
  44. 44. Engage, Interact • Start building your fan list3) Cultivate fans • Obtain permission to have a relationship exchange • Not by asking first name an emails, but by first giving out freely objects that build your reputation and then offering more “advanced” value that need a sign-up to be accessed
  45. 45. Engage, Interact • Welcome each new subscriber warmly3) Cultivate fans • Talk/Write to that person directly as if it was a friend, not as a company would typically “broadcast” information and news to its customers • Use the “I” and “you” rather than the default “media plural” (we are going to.... And you guys are going to..)
  46. 46. Engage, Interact • Start building your fan list3) Cultivate fans • Obtain permission to have a relationship exchange • Don’t abuse of this permission. Use it only to share valuable information.
  47. 47. Engage, Interact • Segment, segment, segment3) Cultivate fans • Don’ t put everyone in the same bucket • The name of the game is personalization, not spamming
  48. 48. 3) Cultivate fans Spark Conversations
  49. 49. Spark Conversations by using: • Newsletter3) Cultivate fans • Events – online and off • Comments • Email requests • Facebook Questions • Forum • Q&As, FAQ • Polls
  50. 50. 3) Cultivate fans Spark Conversations map https://www.mindmeister.com/118404016
  51. 51. 4. Deep-Listen
  52. 52. Why to deep-listen?1. To really understand what your fans need and want2. To build value starting from what they need, rather than what you think they do3. To improve and refine your services and offerings on the basis of their feedback and suggestions4. To be part of the ecosystem and to grow with it, rather than to plan it at a table and “engineer” it into a direction.
  53. 53. 4) Deep-Listen Listen in between the lines of...
  54. 54. Listen in between the lines of... • Email replies4) Deep-Listen
  55. 55. Listen in between the lines of... • Suggestions, tips, critiques4) Deep-Listen
  56. 56. Listen in between the lines of... • Questions, requests, comments4) Deep-Listen
  57. 57. 4) Deep-Listen Listen to their PINs! • PIN = Problem, Interest, Need
  58. 58. Where and How To Listen
  59. 59. a) Inside your inbox
  60. 60. b) YouTube comments
  61. 61. c) Facebook requests
  62. 62. d) Forum Posts
  63. 63. d) Social searches
  64. 64. e) Twitter Hashtags
  65. 65. f) Social Monitoring Tools
  66. 66. f) Social Monitoring Tools
  67. 67. f) Social Monitoring Toolshttp://www.mediabistro.com/alltwitter/files/2011/04/social-media-monitoring-survey.jpg
  68. 68. g) From Your Fans ...by first giving out something valuable and free
  69. 69. 5. Create Sustainability
  70. 70. 5. by creating useful Tailor-Made Tools
  71. 71. Why to create sustainabilty with tailor-made tools?1. To be able to carry our mission – project ahead over time2. To help your fans – community solve their problems and move forward3. To gain more “authority” and reputation in your area, and4. To gain more visibility to those who are actively searching for a solution in your area of expertise5. To leave something of value behind
  72. 72. Create Tailor Made Tools and Content • Software Tools5) Create Sustainability • Plugins, add-ons • Template, models • Examples Showcase • Directory, catalogues • News channels • Guides • Courses
  73. 73. Look at the difference! Idea - Bet ddddddddBusiness / Profit/drivenHeavy Advertising Promotions
  74. 74. Look at the difference! Idea - Bet Focus / Intercept PIN ddddddddBusiness / Profit/drivenHeavy Advertising Promotions
  75. 75. Look at the difference! Idea - Bet Focus / Intercept PIN ddddddddBusiness / Profit-drivenHeavy Advertising Promotions
  76. 76. Look at the difference! Idea - Bet Focus / Intercept PIN ddddddddBusiness / Profit-driven Passion / Competence/drivenHeavy Advertising Promotions
  77. 77. Look at the difference! Idea - Bet Focus / Intercept PIN ddddddddBusiness / Profit-driven Passion / Competence/drivenHeavy Advertising Promotions
  78. 78. Look at the difference! Idea - Bet Focus / Intercept PIN ddddddddBusiness / Profit-driven Passion / Competence/drivenHeavy Advertising Create high-value Promotions
  79. 79. Look at the difference! Idea - Bet Focus / Intercept PIN ddddddddBusiness / Profit-driven Passion / Competence/drivenHeavy Advertising Create high-value Promotions
  80. 80. Look at the difference! Idea - Bet Focus / Intercept PIN ddddddddBusiness / Profit-driven Passion / Competence/drivenHeavy Advertising Create high-value Promotions Share for free
  81. 81. Look at the difference!High/Volume, High/frequency dddddddd Press Releases Showcases, Public eventsAgents, affiliates, salesmen
  82. 82. Look at the difference!High/Volume, High/frequency Outstanding help dddddddd Press Releases Showcases, Public eventsAgents, affiliates, salesmen
  83. 83. Look at the difference!High/Volume, High/frequency Outstanding help dddddddd Press Releases Showcases, Public eventsAgents, affiliates, salesmen
  84. 84. Look at the difference!High/Volume, High/frequency Outstanding help dddddddd Press Releases Engage, Interact Showcases, Public eventsAgents, affiliates, salesmen
  85. 85. Look at the difference!High/Volume, High/frequency Outstanding help dddddddd Press Releases Engage, Interact Showcases, Public eventsAgents, affiliates, salesmen
  86. 86. Look at the difference!High/Volume, High/frequency Outstanding help dddddddd Press Releases Engage, Interact Showcases, Public events Deep listenAgents, affiliates, salesmen
  87. 87. Look at the difference!High/Volume, High/frequency Outstanding help dddddddd Press Releases Engage, Interact Showcases, Public events Deep listenAgents, affiliates, salesmen
  88. 88. Look at the difference!High/Volume, High/frequency Outstanding help dddddddd Press Releases Engage, Interact Showcases, Public events Deep listenAgents, affiliates, salesmen Share for free
  89. 89. *More Mind Reach*National eXtension Virtual Conference 2011October 17, 18 & 19, 2011 Find this presentation here: http://slideshare.com/RobinGood
  90. 90. www.MasterNewMedia.orgScoop.it/RobinGoodTwitter.com/RobinGoodFacebook.com/RobinGoodYoutube.com/RobinGood

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