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.         .
www KeithBurtis com
A Digital Journey and my top 10
               Lessons for Business




    .         .
www KeithBurtis com
Keith Burtis
        A Digital Journey

        1. Personal Journey

  2. 10 Takeaways/Lessons

    3. How can YOU Apply
           these?

                              Photo Credit: CC Chapman




    .         .
www KeithBurtis com
WHY??




                              -K. Burtis


    .         .
www KeithBurtis com
WHY??


   I am able to employ
    ethical marketing,
  communications and
 business practices that
 give back to the greater
          good .
                              -K. Burtis


    .         .
www KeithBurtis com
Photo Credit: Loren Javier



        No More Mr. Scrooge!
    .         .
www KeithBurtis com
T r us
                                           t



              Photo Credit: Loren Javier



        No More Mr. Scrooge!
    .         .
www KeithBurtis com
T r us
                                           t

        ela tio nsh ips
 R
              Photo Credit: Loren Javier



        No More Mr. Scrooge!
    .         .
www KeithBurtis com
Lesson #1

        Never Approach a network
        or individual in a network
         with a greedy one sided
                  agenda


    .         .
www KeithBurtis com
Circa 1984



Grew Up
 Digital
DOS Programs with
       Dad
          BBS
Chat Modules and
   Listserves




    .         .
www KeithBurtis com
Lesson #2

         The onset of the digital
        revolution would forever
           change the way we
          communicate and do
                business


    .         .
www KeithBurtis com
Early on Pioneers




        Business Shift - Enabling Mass Communication and
                           Collaboration
    .         .
www KeithBurtis com
Analog Art
    Career
           - Art Shows

        - Printed Flyers

        - Word of Mouth



 (Add Time + Materials + Travel + Show Fees + Lodging) ROI = $0

    .         .
www KeithBurtis com
Circa 2003



     Analog &
   Digital Collide




    .         .
www KeithBurtis com
Circa 2003



     Analog &
   Digital Collide
   Audio Books & Podcasts




    .         .
www KeithBurtis com
Circa 2003



     Analog &
   Digital Collide
   Audio Books & Podcasts

        Posting work to Flickr




    .         .
www KeithBurtis com
Circa 2003



     Analog &
   Digital Collide
   Audio Books & Podcasts

        Posting work to Flickr

Attending In-Person Events
        Podcamp




    .         .
www KeithBurtis com
Participate in Online
           Communities
                       Flickr
                      Twitter
                      Facebook
                        Blog



    .         .
www KeithBurtis com
Lesson #3

 Utilize toolsets that help you
   best communicate your
            message.




                  Consistent - Relevant - Human
    .         .
www KeithBurtis com
What types of tools can YOU
  or YOUR organization use to
    best communicate your
           message?

              Text            Photos

                      Audio
                                       Podcasts
         Video


    .         .
www KeithBurtis com
Free Market
          Research!


    .         .
www KeithBurtis com
Market Research Cost =$30 Year for Pro Account!!
                        Photographers
                            Artists
                       Graphic Designer
                        Manufacturers
                         Researchers
    .         .
www KeithBurtis com   The List is Endless!
Sharing is Power
     Exposure from One
            Piece
         - NY Times
      -Washington Post
    -Google Image Search
      -Numerous Blogs

             Benefits
           -Increased Traffic
        - Google Juice (Links)
                 - Sales
           - Piece in Demand
         - Opened New market

    .          .
www KeithBurtis com
Lesson #4


  Sharing in online community
 spaces can often bring valuable
 market research and Exposure.




    .         .
www KeithBurtis com
How can YOU or
          YOUR Company
        Leverage free market
           research tools?
                                         Twitter Trending
           Google Trends                      Topics
                           Poll Daddy
        You Tube Insight                     K-Gen
    .         .
www KeithBurtis com
                                bit.ly
Find your Unique Voice
        Blogging gives you a
            Home Base


        Participating in other
         relevant sites builds
            awareness and
              reputation
    Provide Consistent high
        value Content            Guest post at www.chrisbrogan.com




    .         .
www KeithBurtis com
Lesson #5

      Opportunity is born of
   creating consistent value for
   others while remaining true
            to yourself.



    .         .
www KeithBurtis com
How can YOU or YOUR
        Company Leverage your
          unique knowledge to
        benefit the greater good?

                        Rapport     Research
         Trust
                                  Feedback
                  Relationships


    .         .
www KeithBurtis com
Direct to Consumer
                    on Steroids



        Obama Reaching on all Channels                                                   Sharing my Creative Process




    .
www KeithBurtis com    .                 Gary Vaynerchuck Crushing it! Wine Library TV
Lesson #6

         When customers can
        interact with the people
          creating a product or
          offering a service the
           perceived value is
        almost always greater

    .         .
www KeithBurtis com
How can YOU reach
            out to YOUR
           Customers and
        potential clients in a
          more human and
         transparent way?


    .         .
www KeithBurtis com
The Social Media Funnel
                                Scale and Build Community One
                                     Relationship at a time




                                                           Personal Network
             Personal Network




                                     Skype, Phone, IM
    .           .
www KeithBurtis com
Ford, Scott Monty and Alan Mulally scale
       one relationship at a time.




                      Snippet taken from the Blog of Mark Girolometti



    .         .
www KeithBurtis com
Ford + Scott Monty                  Marc Girolimetti
                                       @MSGiro

         Win                                   Win


  Converts a Sale                          Brand Affinity


    Brand Trust
                                           Shares experience
                                            with his Network
  Potential lifetime
     Customer

  Potential Lifetime                       Increased Buying
     Evangalist                               Satisfaction



                       Twitter & Email
     .          .
 www KeithBurtis com
Lesson #7

    Scale and Build Community
    One Relationship at a time




    .         .
www KeithBurtis com
Community Outreach Manager
        Blogger & Media Outreach
        Internal/External Communications
        Customer/Developer Advocate
        Translating Social outreach to Corporate Heads
        Content Creation
        Metrics & Measures




    .         .
www KeithBurtis com
Tactics meet
                Objectives
    Best Buy Remix Objectives (Static) - To allow
   developers to build on an open system that would
       benefit both Best Buy and the Developer.

Best Buy Remix Tactics (Creative and Flexible)- To
grow and foster a community of developers as well as
  provide them with the tools needed to be creative

    .         .
www KeithBurtis com
Lesson #1

        Never Approach a network
        or individual in a network
         with a greedy one sided
                  agenda.


    .         .
www KeithBurtis com
Lesson #8

    Tactics and Objectives must
         play nice together




    .         .
www KeithBurtis com
.         .
www KeithBurtis com
The ROI of Social Spaces
                      Soft Metrics




                                     Day to Day   Structured Outreach

    Keyword Mentions           Measure of Outreach
    .         .
www KeithBurtis com
Organic vs. Structured Outreach




                                Baseline    Structured

                  Growth rate    5 daily   30 Daily (+25)
    .         .
www KeithBurtis com
Who Cares????


    .         .
www KeithBurtis com
500% Increase
 Developer Sign Ups/Awareness                  X
 Active Developer Increase                     X
 Web Applications Built                        X




        Structured Outreach took Best Buy Remix from less than
              100 Developers to Nearly 1400 in 9 Months




    .         .
www KeithBurtis com
Who Cares????


    .         .
www KeithBurtis com
What is the Value of an
            Active Developer?


 Active Developers = Great Functioning Applications = Traffic & Sales



        100           =           1           =    Trackable Results




    .         .
www KeithBurtis com
Lesson #9

        Soft Social Metrics Must
         Correlate Back to hard
              Business ROI



    .         .
www KeithBurtis com
Lesson # 10
             For Social media to grow;
        professionals must be able to speak
         fluent in social spaces and be able
            to translate that back in the
                     boardroom!




    .         .
www KeithBurtis com
Keith’s Top 10 List

1. Never Approach a network
              or
   individual in a network
   with a greedy one sided
           agenda




    .         .
www KeithBurtis com
Keith’s Top 10 List

2. The onset of the digital
 revolution will forever
    change the way we
   communicate and do
        business.




    .         .
www KeithBurtis com
Keith’s Top 10 List


3. Utilize toolsets that help
   you best communicate
       your message.




    .         .
www KeithBurtis com
Keith’s Top 10 List

   4. Sharing in online
  community spaces can
   often bring valuable
   market research and
        Exposure.




    .         .
www KeithBurtis com
Keith’s Top 10 List


  5. Opportunity is born of
  creating consistent value
 for others while remaining
       true to yourself.




    .         .
www KeithBurtis com
Keith’s Top 10 List

 6. When customers can
 interact with the people
   creating a product or
   offering a service the
perceived value is almost
      always greater




    .         .
www KeithBurtis com
Keith’s Top 10 List



      7. Scale and Build
       Community One
    Relationship at a time




    .         .
www KeithBurtis com
Keith’s Top 10 List



  8. Tactics and Objectives
  must play nice together




    .         .
www KeithBurtis com
Keith’s Top 10 List



   9. Soft Social Metrics
   Must Correlate Back to
    hard Business ROI




    .         .
www KeithBurtis com
Keith’s Top 10 List

  10. For Social media to
 grow; professionals must
 be able to speak fluent in
 social spaces and be able
 to translate that back in
      the boardroom!




    .         .
www KeithBurtis com
Keith’s Top 10 List



   PASSION!!!
        Be passionate or go home




    .         .
www KeithBurtis com
Thank you




Keith Burtis
    Keithburtis.com
      @keithburtis
 keith@keithburtis.com

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A Digital Journey

  • 1. . . www KeithBurtis com
  • 2. A Digital Journey and my top 10 Lessons for Business . . www KeithBurtis com
  • 3. Keith Burtis A Digital Journey 1. Personal Journey 2. 10 Takeaways/Lessons 3. How can YOU Apply these? Photo Credit: CC Chapman . . www KeithBurtis com
  • 4. WHY?? -K. Burtis . . www KeithBurtis com
  • 5. WHY?? I am able to employ ethical marketing, communications and business practices that give back to the greater good . -K. Burtis . . www KeithBurtis com
  • 6. Photo Credit: Loren Javier No More Mr. Scrooge! . . www KeithBurtis com
  • 7. T r us t Photo Credit: Loren Javier No More Mr. Scrooge! . . www KeithBurtis com
  • 8. T r us t ela tio nsh ips R Photo Credit: Loren Javier No More Mr. Scrooge! . . www KeithBurtis com
  • 9. Lesson #1 Never Approach a network or individual in a network with a greedy one sided agenda . . www KeithBurtis com
  • 10. Circa 1984 Grew Up Digital DOS Programs with Dad BBS Chat Modules and Listserves . . www KeithBurtis com
  • 11. Lesson #2 The onset of the digital revolution would forever change the way we communicate and do business . . www KeithBurtis com
  • 12. Early on Pioneers Business Shift - Enabling Mass Communication and Collaboration . . www KeithBurtis com
  • 13. Analog Art Career - Art Shows - Printed Flyers - Word of Mouth (Add Time + Materials + Travel + Show Fees + Lodging) ROI = $0 . . www KeithBurtis com
  • 14. Circa 2003 Analog & Digital Collide . . www KeithBurtis com
  • 15. Circa 2003 Analog & Digital Collide Audio Books & Podcasts . . www KeithBurtis com
  • 16. Circa 2003 Analog & Digital Collide Audio Books & Podcasts Posting work to Flickr . . www KeithBurtis com
  • 17. Circa 2003 Analog & Digital Collide Audio Books & Podcasts Posting work to Flickr Attending In-Person Events Podcamp . . www KeithBurtis com
  • 18. Participate in Online Communities Flickr Twitter Facebook Blog . . www KeithBurtis com
  • 19. Lesson #3 Utilize toolsets that help you best communicate your message. Consistent - Relevant - Human . . www KeithBurtis com
  • 20. What types of tools can YOU or YOUR organization use to best communicate your message? Text Photos Audio Podcasts Video . . www KeithBurtis com
  • 21. Free Market Research! . . www KeithBurtis com
  • 22. Market Research Cost =$30 Year for Pro Account!! Photographers Artists Graphic Designer Manufacturers Researchers . . www KeithBurtis com The List is Endless!
  • 23. Sharing is Power Exposure from One Piece - NY Times -Washington Post -Google Image Search -Numerous Blogs Benefits -Increased Traffic - Google Juice (Links) - Sales - Piece in Demand - Opened New market . . www KeithBurtis com
  • 24. Lesson #4 Sharing in online community spaces can often bring valuable market research and Exposure. . . www KeithBurtis com
  • 25. How can YOU or YOUR Company Leverage free market research tools? Twitter Trending Google Trends Topics Poll Daddy You Tube Insight K-Gen . . www KeithBurtis com bit.ly
  • 26. Find your Unique Voice Blogging gives you a Home Base Participating in other relevant sites builds awareness and reputation Provide Consistent high value Content Guest post at www.chrisbrogan.com . . www KeithBurtis com
  • 27. Lesson #5 Opportunity is born of creating consistent value for others while remaining true to yourself. . . www KeithBurtis com
  • 28. How can YOU or YOUR Company Leverage your unique knowledge to benefit the greater good? Rapport Research Trust Feedback Relationships . . www KeithBurtis com
  • 29. Direct to Consumer on Steroids Obama Reaching on all Channels Sharing my Creative Process . www KeithBurtis com . Gary Vaynerchuck Crushing it! Wine Library TV
  • 30. Lesson #6 When customers can interact with the people creating a product or offering a service the perceived value is almost always greater . . www KeithBurtis com
  • 31. How can YOU reach out to YOUR Customers and potential clients in a more human and transparent way? . . www KeithBurtis com
  • 32. The Social Media Funnel Scale and Build Community One Relationship at a time Personal Network Personal Network Skype, Phone, IM . . www KeithBurtis com
  • 33. Ford, Scott Monty and Alan Mulally scale one relationship at a time. Snippet taken from the Blog of Mark Girolometti . . www KeithBurtis com
  • 34. Ford + Scott Monty Marc Girolimetti @MSGiro Win Win Converts a Sale Brand Affinity Brand Trust Shares experience with his Network Potential lifetime Customer Potential Lifetime Increased Buying Evangalist Satisfaction Twitter & Email . . www KeithBurtis com
  • 35. Lesson #7 Scale and Build Community One Relationship at a time . . www KeithBurtis com
  • 36. Community Outreach Manager Blogger & Media Outreach Internal/External Communications Customer/Developer Advocate Translating Social outreach to Corporate Heads Content Creation Metrics & Measures . . www KeithBurtis com
  • 37. Tactics meet Objectives Best Buy Remix Objectives (Static) - To allow developers to build on an open system that would benefit both Best Buy and the Developer. Best Buy Remix Tactics (Creative and Flexible)- To grow and foster a community of developers as well as provide them with the tools needed to be creative . . www KeithBurtis com
  • 38. Lesson #1 Never Approach a network or individual in a network with a greedy one sided agenda. . . www KeithBurtis com
  • 39. Lesson #8 Tactics and Objectives must play nice together . . www KeithBurtis com
  • 40. . . www KeithBurtis com
  • 41. The ROI of Social Spaces Soft Metrics Day to Day Structured Outreach Keyword Mentions Measure of Outreach . . www KeithBurtis com
  • 42. Organic vs. Structured Outreach Baseline Structured Growth rate 5 daily 30 Daily (+25) . . www KeithBurtis com
  • 43. Who Cares???? . . www KeithBurtis com
  • 44. 500% Increase Developer Sign Ups/Awareness X Active Developer Increase X Web Applications Built X Structured Outreach took Best Buy Remix from less than 100 Developers to Nearly 1400 in 9 Months . . www KeithBurtis com
  • 45. Who Cares???? . . www KeithBurtis com
  • 46. What is the Value of an Active Developer? Active Developers = Great Functioning Applications = Traffic & Sales 100 = 1 = Trackable Results . . www KeithBurtis com
  • 47. Lesson #9 Soft Social Metrics Must Correlate Back to hard Business ROI . . www KeithBurtis com
  • 48. Lesson # 10 For Social media to grow; professionals must be able to speak fluent in social spaces and be able to translate that back in the boardroom! . . www KeithBurtis com
  • 49. Keith’s Top 10 List 1. Never Approach a network or individual in a network with a greedy one sided agenda . . www KeithBurtis com
  • 50. Keith’s Top 10 List 2. The onset of the digital revolution will forever change the way we communicate and do business. . . www KeithBurtis com
  • 51. Keith’s Top 10 List 3. Utilize toolsets that help you best communicate your message. . . www KeithBurtis com
  • 52. Keith’s Top 10 List 4. Sharing in online community spaces can often bring valuable market research and Exposure. . . www KeithBurtis com
  • 53. Keith’s Top 10 List 5. Opportunity is born of creating consistent value for others while remaining true to yourself. . . www KeithBurtis com
  • 54. Keith’s Top 10 List 6. When customers can interact with the people creating a product or offering a service the perceived value is almost always greater . . www KeithBurtis com
  • 55. Keith’s Top 10 List 7. Scale and Build Community One Relationship at a time . . www KeithBurtis com
  • 56. Keith’s Top 10 List 8. Tactics and Objectives must play nice together . . www KeithBurtis com
  • 57. Keith’s Top 10 List 9. Soft Social Metrics Must Correlate Back to hard Business ROI . . www KeithBurtis com
  • 58. Keith’s Top 10 List 10. For Social media to grow; professionals must be able to speak fluent in social spaces and be able to translate that back in the boardroom! . . www KeithBurtis com
  • 59. Keith’s Top 10 List PASSION!!! Be passionate or go home . . www KeithBurtis com
  • 60. Thank you Keith Burtis Keithburtis.com @keithburtis keith@keithburtis.com