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Wednesday, January 16, 13
FUEL INNOVATION:        April 12 6:00-9:00pm @engauge #fuelinnovationWednesday, January 16, 13
Social Networking                                                                      to                                 ...
Drew Hawkins                            social engagement manager                                                   Julia ...
thanks                                                for coming        @drewhawkins        #fuelinnovation              @...
Agenda:                            1. content explosion                               2. finding a niche                   ...
Social media 1.0        @drewhawkins        #fuelinnovation              @juliacantorWednesday, January 16, 13
Social media 1.0                                              connections        @drewhawkins        #fuelinnovation      ...
Social media 1.0                                              connections                                              con...
the problem?                                      everyone is a content creator        @drewhawkins        #fuelinnovation...
that’s a problem?                                                yes. we’ve reached information overload        @drewhawki...
users upload nearly      8 years      of video every day.                              users write         500 thousand   ...
so what do consumers need?        @drewhawkins                        #fuelinnovation   @juliacantorWednesday, January 16,...
so what do consumers need?                                                  control        @drewhawkins                   ...
The Life Cycle of Content                content creation        @drewhawkins               #fuelinnovation   @juliacantor...
The Life Cycle of Content                content creation        @drewhawkins               #fuelinnovation   @juliacantor...
The Life Cycle of Content                content sharing        @drewhawkins              #fuelinnovation   @juliacantorWe...
The Life Cycle of Content                content curation        @drewhawkins               #fuelinnovation   @juliacantor...
The Life Cycle of Content                content curation        @drewhawkins               #fuelinnovation   @juliacantor...
The Life Cycle of Content                content curation        @drewhawkins               #fuelinnovation   @juliacantor...
Curation Platforms        @drewhawkins        #fuelinnovation           @juliacantorWednesday, January 16, 13
Curation Platforms                              we’re moving away from a mindset of                            reaching “c...
Why Curate?        @drewhawkins        #fuelinnovation    @juliacantorWednesday, January 16, 13
Why Curate?                            curation is a research tool to get to know your customer        @drewhawkins       ...
Why Curate?                            curation is a research tool to get to know your customer                           ...
Why Curate?                            curation is a research tool to get to know your customer                           ...
Where to curate?        @drewhawkins        #fuelinnovation      @juliacantorWednesday, January 16, 13
sure it’s popular...but why care?        @drewhawkins           #fuelinnovation                  @juliacantorWednesday, Ja...
“Essentially, Pinterest excels at                                       something that’s very hard to do                  ...
Drives purchase intent                                                     21% of Pinterest users                         ...
my wife’s style board                                              a story about purchase                                 ...
my wife’s style board                                              a story about purchase                                 ...
my wife’s style board                                              a story about purchase                                 ...
Builds niche communities        @drewhawkins        #fuelinnovation         @juliacantorWednesday, January 16, 13
Networks -> interests                    segues users from curation                         based on networks to          ...
Agenda:                            1. content explosion                              2. finding a niche                    ...
niche                                     [nich]                                     n. 1. a place or position suitable or...
Niche platforms        @drewhawkins               #fuelinnovation   @juliacantorWednesday, January 16, 13
Niche platforms                      untappd        @drewhawkins                   #fuelinnovation   @juliacantorWednesday...
Niche platforms                                 runkeeper        @drewhawkins               #fuelinnovation   @juliacantor...
Niche platforms                                                     path        @drewhawkins               #fuelinnovation...
Niche platforms                                                     foodspotting        @drewhawkins               #fuelin...
Niche communities can form around anything.        @drewhawkins               #fuelinnovation         @juliacantorWednesda...
Niche communities can form around anything.                                                                  Literally.   ...
Niche communities can form around anything.                                                                             Li...
Niche communities can form around anything.                                                                            Lit...
Niche communities can form around anything.                                                                         Litera...
Real-time nicheworking                                   [reel-time-nich-wurk-eeng]                                   n. 1...
hashtags = content filtering                            #godirtygirl        @drewhawkins             #fuelinnovation       ...
#fuelinnovation        @drewhawkins        #fuelinnovation     @juliacantorWednesday, January 16, 13
#BlogWorld Twitter stats                                                             source: Sheldon Levine, Sysomos      ...
#BlogWorld Twitter stats                                             24,402 tweets about #blogworld                       ...
#BlogWorld Twitter stats                                             24,402 tweets about #blogworld                       ...
#BlogWorld Twitter stats                                             24,402 tweets about #blogworld                       ...
My Coke Rewards                                        taking a niche beyond a brand                                      ...
Wednesday, January 16, 13
Agenda:                            1. content explosion                               2. finding a niche                   ...
niches =                                 people asking for your content        @drewhawkins        #fuelinnovation        ...
it only takes 10% to sway the                                       opinion of the majority        @drewhawkins        #fu...
evangelists spend 13% more than the                    average customer and refer business                 equal to 45% of...
Avoid “parachute marketing”                                    reward your fans and empower your                          ...
...and they’ll do the work for you        @drewhawkins        #fuelinnovation               @juliacantorWednesday, January...
questions?        @drewhawkins                 #fuelinnovation   @juliacantorWednesday, January 16, 13
thank you                                       that’s all we have for our presentation.                                  ...
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Social Networking to Social Nicheworking

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Julia Cantor and I speak at the #FuelInnovation event hosted at Engauge about the power of niche networks, content curation and influencer marketing.

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Transcript of "Social Networking to Social Nicheworking"

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