How to Amplify the Human Digital Channel


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There's the digital channel and the HUMAN digital channel. Most of us have done work on A, but not B. Here's a prescription. These are just the slides. The depth is in the telling, but that's not free. : )

You may repurpose these sides as you need, but please cite the work and point back to

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How to Amplify the Human Digital Channel

  1. 1. how to AMPLIFY the human digital channel chris brogan... @chrisbrogan, April 18, 12
  2. 2. legal slide please replicate all and any parts of this content. please steal as much of it as you can carry. please occasionally mention ideas found herein as if you yourself created them. during this presentation, please text, tweet, snap photos, pin things, answer calls, and generally carry on. otherwise, it gets all churchy sounding and i get all nervous. no, really. if you miss anything, drop me a line: . if you don’t miss a thing, then good on you. i am a right-brained thinker. i promise this all has a point. we will get there together. aren’t legal slides absurd? i believe so. @chrisbroganWednesday, April 18, 12
  3. 3. chris brogan... typist nyt bestselling author strategic advisory for mid- large cos father of two lives in massachusetts (us) drives a camaro likes gin and bourbon (not together) still reads comic books in a band with his girlfriend reasonably helpful not arrogant, though seems it sometimes @chrisbroganWednesday, April 18, 12
  4. 4. the strange thing about slides i’m right here. ------- > @chrisbroganWednesday, April 18, 12
  5. 5. scary words “you’ve gotta get on facebook. it will change everything!” “if you don’t do this, you’ll lose everyone under 20.” “it costs nothing. it’s a no brainer.” “people make a fortune doing this stuff.” “it’s totally stupid. nothing ever happens.” “why would anyone do this?” “my buyer is not on here.” “only kids use these things.” “my niece does it for my company.” @chrisbroganWednesday, April 18, 12
  6. 6. the human digital channel digital: your website your ecommerce efforts seo human digital: your social networks your email marketing your mobile strategy content marketing @chrisbroganWednesday, April 18, 12
  7. 7. about your website mobile mobile mobile mobile one call to action more on mobile in a bit @chrisbroganWednesday, April 18, 12
  8. 8. goals what’s the goal? * sales * membership * search conversion * networking * referrals/sharing * information * awareness * thought leadership @chrisbroganWednesday, April 18, 12
  9. 9. the ecosystem listening tools social networks email service providers content management systems url shorteners and trackers mobile website tools sharing technology @chrisbroganWednesday, April 18, 12
  10. 10. wiring this into your org listening tools - the info goes where? social networks - who owns which roles? (remember the goals.) email service providers - strategy for use. content management systems - someone has to do the writing. url shorteners and trackers - without metrics, who cares? mobile website tools - a must. sharing technology - less of a must, but big. @chrisbroganWednesday, April 18, 12
  11. 11. market vs community your community should be larger than your marketplace how do you define and/or cultivate both? @chrisbroganWednesday, April 18, 12
  12. 12. marketplace: human digital ch. always have something to sell; don’t always be selling you’re here to sell, though be crisp and clear when selling attention is a prime currency sharing is an act of power mark zuckerberg: “a like is the opportunity for business.” never invest in a social network. invest in people fire and forget works as well here as it does with loved ones business is about belonging the three stages of brand @chrisbroganWednesday, April 18, 12
  13. 13. community human business: sustainable, relationship-minded business be helpful beyond your sale never a transaction; a relationship get a flag, not a bumper sticker be at the elbow of every deal be there long before the sale this feeds everything else remember that community is a privilege remember that community is transient and often shifting @chrisbroganWednesday, April 18, 12
  14. 14. content marketing are you paying for seo? make the buyer the hero content that helps offsite vs onsite content trade pub vs vanity mag video (HUGE) snackable content (HUGE-R-ER) blogging and all its fun editorial calendars email marketing (see? even more) some serving suggestions @chrisbroganWednesday, April 18, 12
  15. 15. sharing what gets shared? why is sharing important? what makes it easy to share? the different networks and sharing what it means to your business why we talked briefly about url shortener tech referrals and sharing @chrisbroganWednesday, April 18, 12
  16. 16. numbers my favorite metric: $ my second favorite: members other ways to do this: referrals, # of test drives, whatever fills the existing funnel tracking/shorteners/campaign-like thinking my thinking on qr codes @chrisbroganWednesday, April 18, 12
  17. 17. operations how many hours in a day where to find it who should do it wiring it all together building a runbook @chrisbroganWednesday, April 18, 12
  18. 18. next moves tighten up your main website for conversion implement mobile fixes we mentioned now implement email fixes we talked about shortly thereafter which goal do you want to pursue first? write a 1 page policy write a 1 page “when this goes wrong” plan define success and put this into a test stage (how long? 3 months?) determine what “graduation” looks like wire your efforts into the main business build an editorial content calendar for blog, email, and/or soc networks sketch out the metrics you will measure how will you track these efforts? what’s a good first win, a second win, the next year? @chrisbroganWednesday, April 18, 12
  19. 19. chris brogan... human business works sells strategic advisory services and projects around implementing everything we just talked about. QUESTIONS ARE MY FAVORITE HAVE ANY?Wednesday, April 18, 12