THE true social network“them, they, those people” Gossip Circle Familiar without awkwardness Favor Grantors 15 circle of sympathy distraught if dead sports teams / jury / apostles 5 shoulder to lean on most intense / most time invested We’re people, aka complicated. Numbers are approximate.
there lots heretime 42%little high intensity low
Lessons from OprahSocial Grooming, aka Girl talk.fresh content, regular schedule, valuable information, thoughtprovoking - adds to the conversationSelf-Disclosurewomen talk about personal issues that reﬂect WHO THEY ARE65.4% of conversation is about personal relationships & experiencesMen talk about tasks and power issues that reﬂect WHAT THEY DO58.3% of conversation is about personal relationships & experiencesLongevityOprah has been on the national stage since 1986Peels like an oniona combination of the two above - discloses over time - doesn’t over share
Lessons from Oprahcontinued because there are a lot!Uses interpersonal voicesSerious, folksy, ordinary. Her words reﬂect the situation.Non-verbal behaviorsTouches guest or audience members. Virtual cuddling.Sustained eye contactDemonstrates a sense of interest in what her guest is sayingUnderstands our private spaceIntimacy
es s P r oc a d ’sCh te ps ing5mode s rn m ar ket Think BIG . Focus small.
Finding Your Core• Identify your primary goal• Determine your competitive advantage• Outline your client life-cycle• Identify metrics for gauging success• Analyze your cost structure1
ELIMINATE REDUCE star performers audience stimuli animal shows costaisle concession salesmultiple show arenas RAISE CREATE fun and humor theme thrill and danger refined environment multiple productions artistics music and dance CIRQUE DE SOLEIL
STRATEGY CANVAS CIRQUE DU SOLEILHIGH Cirque du Soleil Small Regional Circuses Ringling Bros. and Barnum & BaileyLOW price animal multiple thrill & theme multiple shows show danger productions star aisle arenas fun & unique refined artistic performers concessions humor venue watching music & environment dance Cirque du Soleil Ringling Bros. and Barnum & Bailey Small Regional Circuses
ELIMINATE REDUCE vast amenities cost mirrors workout equipment men workout timeintimidating atmosphere trainers RAISE CREATE encouragement a woman friendly atmosphere convenience non-threatening same-sex environment social environment for women
STRATEGY CANVAS CURVES - gym for womenHIGH Home Exercise Programs Curves TraditionalLOW price amenities workout workout availability convenience womenly fun equipment time of instructors atmosphere environment encouraging non-threatening discipline and motivation same-sex environment in exercise Curves Traditional Health Clubs Home Exercise Programs
BuildingCommunity • Deﬁne and proﬁle your audience - demo and psycho2 • Create a plan for audience engagement (pick manageable # of mediums) • Create plan for achieving client loyalty - friends stick around • How to expand your audience
Expanding Your Audience Blue Ocean Strategy - Chan W. Kim 3 never thought you an option 2 refusing you 1 soon-to-be non-customers on theedge about to jump ship
MessageMastery 3 • Establish point of view / voice: (expert, educator, coach) • Create a concise description of your business • Craft your brand’s story • Deﬁne a convincing call to action
Tech & Media • Deﬁne what to measure, how, and what to do with results • Create a social media plan • Use technology to create top-of-mind status • Integrate technology into existing work-ﬂow • Identify efforts and their relation - concept or mind map 4 MEDIA & TECHNOLOGY WILL BRING YOU MANY FORTUNES
Self-Check Am I engaging in a parasocial or parasitic relationship? How much brain power am I asking my audience to spend on me? Are they getting a return on their investment? Am I being a good gossip? Am I being authentically me? Am I networking / connecting / building a community? Or just broadcasting? Am I on the right channel?
IntellectualSustainability 5• Digitize your mind - get it out of your head and onto paper (or screen)• Using technology to realize new revenue generating assets• Identify new marketing opportunities / new clients• Identify strategic alliances for your service
Chad Peevy@cdpeevy | firstname.lastname@example.org | 512.468.1813