America Outdoors Keynote - How To Stand Out Online
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Scott Allen keynote at America Outdoors 2008 - "How to Stand Out Online"

Scott Allen keynote at America Outdoors 2008 - "How to Stand Out Online"

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    America Outdoors Keynote - How To Stand Out Online America Outdoors Keynote - How To Stand Out Online Presentation Transcript

    • Scott Allen How to Stand Out Online December 5, 2008 VISIT: www.TheVirtualHandshake.com CONTACT: [email_address]
    • Old Model New Model
    • New Model
    • Growth of Social Networking   Monthly Unique Visitors Average Daily Unique Visitors
      • Top 20 social networking websites accounted for 3.6% of upstream visits to Shopping & Classified Sites in May 2007, increased 86.7% since May 2006.
      • MySpace, the leading social network, accounted for 3.2% of upstream visits to Shopping & Classifieds websites in May 2007.
      • Source: Hitwise
      Worldwide Growth of Selected* Social Networking Sites June 2007 vs. June 2006 Total Worldwide Home/Work Locations Among Internet Users Age 15+ Source: comScore World Metrix Social Networking Site Total Unique Visitors (000) Jun-06 Jun-07 % Change MySpace 66,401 114,147 72 Facebook 14,083 52,167 270 Hi5 18,098 28,174 56 Friendster 14,917 24,675 65 Orkut 13,588 24,120 78 Bebo 6,694 18,200 172 Tagged 1,506 13,167 774 Worldwide Daily Visitation, Selected Social Networking Sites June 2007 vs. June 2006 Total Worldwide Home/Work Locations Among Internet Users Age 15+ Source: comScore World Metrix Social Networking Site Average Daily Visitors (000) Jun-06 Jun-07 % Change MySpace 16,764 28,786 72 Facebook 3,742 14,917 299 Hi5 2,873 4,727 65 Friendster 3,037 5,966 96 Orkut 5,488 9,628 75 Bebo 1,188 4,833 307 Tagged 202 983 386
    • Growth of Blog Reading by Buyers
    • Case Study: Fashion TopShop.co.uk #2 MySpace 5.12% #9 Bebo 2.89% #14 MSN UK Search 1.29% #15 Yahoo! UK Search 1.15% ASOS.com #5 MySpace 4.55% #9 Bebo 2.27% #13 Yahoo UK Search 1.16% #15 MSN UK Search 1.11% Source: Hitwise
    • Community Engagement
      • Social networking profile
      • Regularly updated blog
      • Multiple groups
      • Authentic engagement
      • No affiliate program
    • 2008 Campaign by the Numbers 4,822 followers 140,952 followers 3,275,846 supporters 599,157 supporters 145,383 subscribers 28,847 subscribers 28:1 5:1 5:1 $639 million $360 million 2:1
    • Cluetrain – 10 Years Later
      • Markets are conversations.
      • Markets consist of human beings, not demographic sectors.
      • Conversations among human beings sound human. They are conducted in a human voice.
      • Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.
      • People recognize each other as such from the sound of this voice.
      • The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
      • - The Cluetrain Manifesto
    • 4 Steps to Social Media Success
      • Observe the Conversation
      • Join the Conversation
      • Start a Conversation
      • Live the Brand
    • Rule #1
      • Conversations are between real people.
      • Don’t let your marketing department write your blog.
      • Encourage people to show their personality and find their “voice”.
      • Give your employees guidelines, not rules.
      • Be sure management buys off that the rewards outweigh the risks.
    • Rule #2
      • You are not the center of the universe.
      • Monitor the conversation.
      • Engage beyond your own site.
      • Acknowledge and link to evangelists.
    • Rule #3
      • Communities don’t run themselves.
      • Commit resources, both for launch and ongoing.
      • Recruit committed customers for launch.
      • Recognize and reward your top contributors.
    • Rule #4
      • Speed is good. Silence is bad.
      • Social media should be concurrent with traditional PR.
      • Negative social media must be responded to – not just quickly but immediately.
      • Give employees guidelines for first response.
    • Rule #5
      • You can’t fool bloggers.
    • Questions ? VISIT: www.TheVirtualHandshake.com CONTACT: [email_address]