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Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
Making a Break Through all the Clutter and Noise
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Making a Break Through all the Clutter and Noise

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  • 1. Making a break through all the clutter and noise
    • Online marketing today and tomorrow
  • 2. Overview
    • Part 1: Clutter and noise. Understanding the landscape
    • Part 2: Cutting through. Content & Community
    • Part 3: Organizational challenges
    • Part 4: What’s next? Emerging trends
    • Part 5: The consultant is in
    2
  • 3. Hi, my name is Peter, I’ll be your tour guide
    • Working in the digital space since 1997
    • Designer turned strategist turned consultant
    • Started one of the world’s first professional agencies focussed on social media
      • The Blog Studio
    • Lead the community practice at Sequentia Environics
      • HP, Yahoo!, Globe & Mail
    • Worked on digital strategy and design for a number of non profits
      • Unicef, SiG@MaRS
    • @flashlight
    3
  • 4. Who’s here?
    • Let’s get a sense of the room
      • Are you responsible for communications in your organization?
      • Do you have a Facebook account?
      • Do you have a Twitter account?
      • Do you know HTML?
      • Have you placed an using Google’s AdWords?
      • Do you know how to use a FTP client?
    4
  • 5. Part 1: Clutter and noise. Understanding the landscape
    • From static to social to mobile
    5
  • 6. Let’s start with a quick landscape scan
    • Yahoo just turned 15
    • Google is 10
    • Facebook opened to the public less than 4 years ago
    • Twitter launched less than 4 years ago
    • Does this make anyone else here feel old?
    6
  • 7. What’s changed?
    • Originally, the web was a place to get information.
    • Today, it’s increasingly a place to interact with people.
    • We’re talking about the social web
      • (not just social media)
    • It’s about the change in what we use the web for
      • Gathering information to socializing
    • People are spending more time online but are doing new things
      • Not the same old, same old
    7 7
  • 8. The Static Web – Place 8
  • 9. The Two Way Web – Purpose 9
  • 10. The Social Web – People 10
  • 11. Back in olden times (like 2000)
    • Build it and they will come
    • It was easy:
      • Hire your cousin’s neighbour’s kid, pay him $250, and you’re done
    • It was the era of brochure-ware
      • Simply reuse your existing content
      • Everything was static
    • The web was 1 way
    • It was all about place
    11
  • 12. Along come the blogs and online banking
    • Blogs are really significant for a couple of reasons
      • Democratize the web
        • Easy
        • Free
      • Easy formation of community around subject matter
        • Comments
        • Trackbacks
        • RELATIONSHIPS
    • Online banking made it ok to enter private data into a website
      • Trained multiple generations of users on using web forms
      • Was a huge factor in moving people online
      • Purpose
    12
  • 13. Birth of Web2.0
    • Let’s call this the two-way web
    • From consumption to creation
    • Created a number of irreversible shifts
        • Birth of the social web
          • Community
          • Thin relationships
            • Dunbar’s number
          • Thick relationships
          • Social recommendations
          • User generated content
          • Purpose
        • Dramatically changed SEO
          • Much greater focus on content, much less on HTML structure
          • Social
    13
  • 14. Volume kaboom
    • The thing to note here is that Web2.0 spawned the creation of BILLIONS of websites
    • BILLIONS(!!!)
    • Largest single output in human history
    • Conversely, the number of sites that an individual visits has plummeted
    14
  • 15. Along comes mobile
    • Like it wasn’t confusing enough before, right?
    • Mobile changes everything
      • Different experience
      • Different design and messaging needs
      • New opportunities
      • Location aware
    15
  • 16. It’s awesome, but it’s noisy
    • This explosion of creativity and connectivity is pretty amazing
      • There are LOTS of social costs, that we haven’t yet begun to understand
        • some good
        • some downright gloomy
          • remember focus? I used to be able to OH LOOK! Shiny!
    • Changing surfing habits, plus changing expectations, plus emerging technologies =
      • need for new ways to think about digital marketing
      • need for new skills, with an emphasis on softer human to group interaction
    16 16
  • 17. Part 2: Cutting through. Content & Community
    • We’re going to talk for a bit about content, community, and how to navigate the external and internal challenges of of this much more complex ecosystem.
    • First, a couple of definitions:
    17
  • 18. Community 18 A group of people who share common interests or values.
  • 19. Hub and Spoke 19
  • 20. Hub and spoke, take two 20
  • 21. Hunting vs Farming
    • Farming = creating an appropriate environment for things to grow
      • They come to you
      • “ If you build it, they will come”
    • Hunting = going out into the wilds to bring down game
      • You go to them
      • eg advertising
    21
  • 22. Law of content attraction
    • The law of content attraction states:
      • if properly distributed and built for sharing, content that is designed for a specific user group will attract that user group around it
    • Deeply powerful, and kind of hard to grasp ‘till you see it in action
      • Swagger Wagon
      • http://www.youtube.com/watch?v=ql-N3F1FhW4
    22 22
  • 23. 23 23
  • 24. http://www.youtube.com/user/Sienna 24
  • 25. Content
    • Content is the currency of all communication.
    • Without content, you’d have _____________
    • So, obviously this is important.
    • There’s things you can do with your content to help it break through the noise
    25 25
  • 26. Content: Optimize for online
    • Copywriting
    • Sharing
    • Search
    • Repurpose and rework
    • Multiple versions
      • tone
      • length
      • media
    26 26
  • 27. Content: Distribute
    • Traditional content fortress
    • Organic distribution
      • Seeding via your fans and readers
        • reciprocity
      • Optimize for sharing
    • Hunting
      • Paid search
        • Google and Yahoo
        • Facebook
      • Seeding
        • difference is the relationship you have with the community
    27 27
  • 28. Content: Make it useful and remarkable
    • Useful content is inherently social
      • if it solves a need, likelihood of sharing increases
        • reciprocity
      • “ need” can be a bunch of different things
        • how to
        • education
        • entertainment
    • Rule of thirds
    • Relate to Purpose
    28 28
  • 29. Content: Actionable
    • Figure out what actions you’d like the user to take
      • spread a message
      • take an action
      • volunteer
    • Make completing that action effortless
      • include the next step right in the content
    • Make every piece of content a stand-alone item
      • don’t assume readers will see your call to action in the sidebar
    29 29
  • 30. Content: Make is a sequence
    • This could be the most important thing I tell you today
      • Think about an action you’d like an audience member to take, ie make a donation
      • Break down the steps
        • awareness
        • info seeking
        • seeing results
        • make donation
        • evangelize
      • (Recognize that not everyone will follow all these steps in this order)
      • Now: create content for each step, and include a strong call to action to move to the next step
      • Always include a call to jump right to the end of the chain, for those who are ready
    30 30
  • 31. Content: Diagnostic
    • If you’ve got a good content sequence in place, you can get a lot of intelligence about your audience by looking at what they interact with, what they share, and what actions they take
    31 31
  • 32. Content: Analysis
    • Inherent in all of this is the ability to track content and activity
      • Google Analytics
      • Search
      • Social media monitoring
    • A lot of this is not easy or intuitive
      • good news: lots and lots of good content available online
        • YouTube
    32 32
  • 33. Content: Optimize for community
    • Definition
      • A group of people who share common interests or values.
    • It’s interesting to take a moment to think about how the internet has changed how communities form. No longer limited by
      • Geography
      • Demographics
      • Race
    • This is a monumental shift
      • Tapscott: Growing up Digital
      • Shirky: Here Comes Everybody
    33 33
  • 34. Content: Why community?
    • Why community?
      • Activation
        • Communities get things done
          • Mobilize the right community and whoa
      • Distribution
        • It’s where we, the people, spend our time
      • Discoverability
        • It’s where we turn for recommendations and information
      • Innovation
        • Unlimited resources
        • Unconstrained imagination
          • beginner’s mind
    • Communities are the new black
    34 34
  • 35. Content: Community creation
    • Farming
    • You can use content to coalesce a community
    • There is a defined practice for how to coalesce communities. If you’re interested, I’d be happy to talk about this at the end.
    35 35
  • 36. Content: Getting in to existing communities
    • Hunting
    • There are already communities that are either directly or tangentially related to what you do
      • Look for them on
        • Google
        • Facebook
        • Twitter
        • Ning
    • Possibly the most effective way for you to spread a message or create action is by tapping into these existing groups. But how?
      • Direct seeding
        • Create content specific to that group
          • Sounds daunting, but doesn’t need to be a big undertaking
            • simple as a tweet or wall post
        • Advertise
    36 36
  • 37. Content: Getting in to existing communities
    • Encourage sharing
      • ask your fans (who may already be members of these related communities) to introduce and share your content
      • make sure you have the right sharing options baked in to your content
        • if the community you’d like to reach is on Facebook, make sure it’s easy to “like”
    37 37
  • 38. Content: Getting in to existing communities
    • WARNING: every community has a unique culture and set of rules
      • Before you wade in and start posting must know and understand the etiquette
      • Community manager is your best starting place
      • Requires empathy and patience, but can pay off in a really big way
    38 38
  • 39. The Obligatory Facebook Slide
    • Should my organization be on Facebook?
      • Almost certainly
    • What should we expect to get out of it?
      • Depends entirely on what you’re prepared to put into it.
    • We’ve got a fan page, now what?
      • Short answer: built community
      • Longer answer:
        • post compelling content
        • Create (and use) an editorial calendar
        • Politely invite everyone in your network
        • Distribute content that is valuable to your target audience around the web and link back to your FB page
        • Use FB ads to deliver targeted invitations
        • Etc
    39
  • 40. Bottom line
    • You’ve got to stop thinking about your website as being where your content and digital activity will take place
    • If you build it, they may come, but only if you reach out first and offer a compelling reason for them to do so
      • Doesn’t mean design and usability aren’t important
        • if anything, it’s the opposite
    40 40
  • 41. Part 3: Organizational challenges
    • Ok, so this content and community stuff is cool, but how on EARTH am I going to get this done?
    41 41
  • 42. Help! I need somebody.
    • Help!
    • Not just anybody
    • You know I need someone
    • Help!
    42 42
  • 43. This *is* rocket science
    • Research
    • Content development
    • Content distribution
    • Community management
    • Analysis
    • We’re talking about developing a whole new skill set
    43 43
  • 44. You don’t need to do it all
    • Forget what I said earlier: THIS is the most important thing I’m going to tell you today
    • It’s not that you don’t need to do all of this, it’s that YOU don’t need to be one to do it all
    • You need support
      • We’ll talk about a couple of tips for getting your board to buy in in a moment
    • The best news: your fans can do a lot of this
    44 44
  • 45. Create your core of digital volunteers
    • This group will
      • help you determine what your audience wants/needs to know
      • help you figure out what parallel or tangential communities exist
      • help you figure out where your target audience spends their time online
      • contribute specific content ideas
      • (if you allow them and give them the tools) create appropriate content for you
      • distribute your content
      • notify you of opportunities
      • form the seed of an active, vital community of your own
    45 45
  • 46. Recruiting your core digital volunteers
    • This takes some up-front work, but you’ll reap the benefits for years and years
    • Step 1: ask people to join your new group. Give it a cool name
      • Use your existing email lists, website, Facebook fans, Twitter followers, personal networks, etc to find people who are already passionate about your organization
      • The name is actually quite important. You want the members to feel special (‘cause they are)
    • Step 2: conduct a digital habits survey
      • use surveymonkey.com or equivalent to find out where these folks spend their time online, and how they want to communicate
    • Step 3: create a private place for group members to interact
      • base this on the feedback from your survey
      • can be a private forum, blog, or Google group.
      • KISS
    46 46
  • 47. Recruiting your core digital volunteers
    • Step 4: setup a series of phone calls or face to face meetings
      • Facilitate a conversation between the group members
        • Hire a facilitator for a few hours if you need help. This is a critical step.
      • Ask questions
      • Spur conversation
        • One of the secondary goals of these phone/face to face meetings is to create connections between the members
    • Step 5: communicate with the group on a regular basis
      • email is usually the preferred method
      • keep it simple, but on a regular schedule
      • this group will forgive a lot, but will disband if you leave them alone
    • Step 6: ask them to distribute your content
      • especially in existing communities, your content will have more resonance and acceptance if it comes from a 3rd party
    47 47
  • 48. Getting your board to buy in
    • This is usually the tricky part
    • The good news:
      • This distributed content/community model is beginning to get some traction in boardrooms.
      • Hard to open the newspaper and NOT see something about Facebook or mobile
    • The bad news:
      • This stuff is complex. It takes time and a lot of attention to get the whole picture
      • You’re unlikely to get buy-in from board members who don’t participate online
    48 48
  • 49. Getting your board to buy in
    • The tricks:
      • The following are taken from the Sequentia Enivronics “Getting Corporate Buy-In for Social Media” white paper. Email me if you want a copy
      • Show the discussion that is already happening about your organization or cause
        • Google search volume for critical keywords or phrases
        • Twitter discussion around key topics or brands
        • Show which bloggers, Twitterers and other participants are already contributing to the industry or brand conversation
      • Show how others in your field are already active in content and community
      • Bootstrap it
        • Co-op with another organization
        • Ask for forgiveness, not permission
    49 49
  • 50. Getting your board to buy in
    • The tricks, con’t
      • Make it personal
        • Start with these questions: “In the last 1 to 2 months, either privately or professionally, in order to research a product or service, or to answer a question, how many people in this room have:
          • gone to the printed phone directory (Yellow Pages)?
          • answered a direct mail advertisement?
          • referred to mainstream media (newspapers, magazines, radio or TV)?
          • used Google or another search engine?
          • tapped a network of friends and colleagues online, via email, Facebook, Twitter, LinkedIn, etc, and then received a link to a web- site that you visited?”
    50 50
  • 51. Part 4: What comes next?
    • Head spinning yet? Well get used to it. This isn’t slowing down.
    51 51
  • 52. What’s next: Mobile
    • Mobile is the next frontier.
    • It is huge.
      • HUUUUUUUUUUUUGE.
    • Factors
      • always-on broadband wireless
      • powerful handsets
      • evolving interfaces
      • location aware
    • We’re getting a glimpse of what the next 5 years will look like with the iPad, the new Android tablet, etc.
      • it’s weird and wonderful, and doesn’t look anything like the last 5 years
    52 52
  • 53. What’s next: recommendation vs search
    • Search is going to get a lot smarter
      • integrate real recommendations from your real friends
        • making your content shareable and “likeable” is critical
      • We’re seeing this now, with Google and others integrating social conversations directly in search results
    53 53
  • 54. What’s next: smarter filters + community
    • We’ll get better info management systems
      • smart agents that predict what we want to see next
    • Communities will get stronger
      • Number of sites visited will decrease
    • Smart filters that bring the web to us, plus strong community hangouts means the number of sites visited will decrease
    54 54
  • 55. The final takeaway
    • If you get nothing else from this session, I hope this will be useful:
      • In the old days (like 6 months ago), digital communications was about Place
      • Today, and going forward, it’s about People + Place + Purpose
    • Keep an eye on People + Place + Purpose, and you’re halfway there
    55 55
  • 56. Part 5: the consultant is in 56
  • 57. Thanks!
    • I hope this has been helpful.
    • Please, feel free to reach out via
      • http://twitter.com/flashlight
      • peter.flaschner@sequentiaenvironics.com mailto:peter.flaschner@sequentiaenvironics.com
      • http://peterflaschner.com
      • http:// http://sequentiaenvironics.com sequentiaenvironics.com
    • Slides will be on http://slideshare.net/flashlight
    57 57

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