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Followers, Friends and Faithful Fans

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The funnel as a marketing model is insufficient. It doesn't account for permission and trust. Provided is an alternative model (CAKE) to help guide your social media strategy development.

The funnel as a marketing model is insufficient. It doesn't account for permission and trust. Provided is an alternative model (CAKE) to help guide your social media strategy development.

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  • 1. FOLLOWERS, FRIENDS AND FAITHFUL FANS Social Media Mar keting @DEZGUY Saturday, October 23, 2010
  • 2. WHAT MADE THIS FOOTBALL FAN THIS WAY? Saturday, October 23, 2010
  • 3. WAS HE BORN LIKE THIS? Saturday, October 23, 2010
  • 4. WHAT ARE OUR TOOLS FOR ANALYSIS? Saturday, October 23, 2010
  • 5. THE FUNNEL AS THE MODEL FOR MARKETING Saturday, October 23, 2010
  • 6. POUR PEOPLE IN THE TOP CUSTOMERS COME OUT THE BOTTOM Saturday, October 23, 2010
  • 7. BASED ON INTERRUPTING Saturday, October 23, 2010
  • 8. IT WAS EASY. IT WORKED. PEOPLE LISTENED. FOR aLONG TIME THIS WORKED Saturday, October 23, 2010
  • 9. EVERYONE MADE MONEY; UNTIL.... Saturday, October 23, 2010
  • 10. EXPLOSION OF COMMUNICATIONS Saturday, October 23, 2010
  • 11. WILDLY INTERCONNECTED. EXTREMELY COMPLICATED Saturday, October 23, 2010
  • 12. WENT FROM BEING CONNECTED... Saturday, October 23, 2010
  • 13. TO BEING BOMBARDED Saturday, October 23, 2010
  • 14. PEOPLE TUNED OUT Saturday, October 23, 2010
  • 15. WE TRIED BIGGER MEGAPHONES Saturday, October 23, 2010
  • 16. WE PUMPED UP THE VOLUME Saturday, October 23, 2010
  • 17. AND THE FILTERS GET STRONGER Saturday, October 23, 2010
  • 18. WE GET EVEN MORE DESPERATE Saturday, October 23, 2010
  • 19. SOCIAL MEDIA SAVIOUR Saturday, October 23, 2010
  • 20. BUT SOCIAL MEDIA IS HURTING.... Saturday, October 23, 2010
  • 21. THE FUNNEL ISN’T WORKING AS WELL AS IT ONCE DID. Saturday, October 23, 2010
  • 22. IT’S EASY FOR PEOPLE TO ‘UNFOLLOW’ Saturday, October 23, 2010
  • 23. EACH NEW STATUS UPDATE ADDS CLUTTER AMOUNT OF ATTENTION STAYS THE SAME Saturday, October 23, 2010
  • 24. WE ARE FEARFUL OF CHANGE Saturday, October 23, 2010
  • 25. FIRE AND FORGET WAS EASY. Saturday, October 23, 2010
  • 26. SOCIAL MEDIA TAKES EFFORT Saturday, October 23, 2010
  • 27. YOU ACTUALLY NEED TO CARE Saturday, October 23, 2010
  • 28. OR YOU’LL FUNNEL YOUR MONEY DOWN THE DRAIN Saturday, October 23, 2010
  • 29. INFANCY WE ARE ALL INFANTS Saturday, October 23, 2010
  • 30. TREATING THE NEW LIKE THE OLD IS A BANDAID SOLUTION Saturday, October 23, 2010
  • 31. THESE ARE UNCHARTED UNCHARTERED WATERS WATERS Saturday, October 23, 2010
  • 32. NECESSITY IS THE MOTHER OF INVENTION - PLATO THINK NECESSITY IS THE MOTHER OF W E NEED TO RE ODEL THE M INVENTION - PLATO Saturday, October 23, 2010
  • 33. NEED TO ACCOUNT FOR PERMISSION AND TRUST Source: Flickr.com zoomar Saturday, October 23, 2010
  • 34. TURN STRANGERS INTO FRIENDS FRIENDS INTO CUSTOMERS CUSTOMERS INTO SUPPORTERS Saturday, October 23, 2010
  • 35. EACH STEP TAKES EFF ORT Saturday, October 23, 2010
  • 36. EACH STEP BUILDS TRUST AND PERMISSION Saturday, October 23, 2010
  • 37. A LESSON FROM A PREACHER Saturday, October 23, 2010
  • 38. FROM COMMUNITY TO CROWD Saturday, October 23, 2010
  • 39. FROM CROWD TO CONGREGATION Saturday, October 23, 2010
  • 40. FROM CONGREGATION TO COMMITTED Saturday, October 23, 2010
  • 41. FROM COMMITTED TO CORE Saturday, October 23, 2010
  • 42. FROM CROWD TO CONGREGATION Saturday, October 23, 2010
  • 43. FROM CONGREGATION TO COMMITTED Source: Flickr.com, rileyroxx Saturday, October 23, 2010
  • 44. FROM COMMITTED TO CORE Saturday, October 23, 2010
  • 45. FROM CROWD TO CONGREGATION Saturday, October 23, 2010
  • 46. FROM CONGREGATION TO COMMITTED Source: Flickr.com d.j.k. Saturday, October 23, 2010
  • 47. FROM COMMITTED TO CORE Source: Flickr.com Fanboy 30 Saturday, October 23, 2010
  • 48. FROM CROWD TO CONGREGATION Saturday, October 23, 2010
  • 49. FROM CONGREGATION TO COMMITTED Source: Flickr.com, korona-pl Saturday, October 23, 2010
  • 50. FROM COMMITTED TO CORE Source: Flickr.com Chris & Shelley Mallinson Source: Flickr.com, wsilver Saturday, October 23, 2010
  • 51. Saturday, October 23, 2010
  • 52. Saturday, October 23, 2010
  • 53. Saturday, October 23, 2010
  • 54. TOOL NEUTRAL. INCLUDES OFFLINE Saturday, October 23, 2010
  • 55. DISCRETE STEPS Saturday, October 23, 2010
  • 56. DISCRETE STEPS Saturday, October 23, 2010
  • 57. SIZE MATTERS. SO DOES SHAPE Saturday, October 23, 2010
  • 58. SIZE MATTERS. SO DOES SHAPE Saturday, October 23, 2010
  • 59. SIZE MATTERS. SO DOES SHAPE Saturday, October 23, 2010
  • 60. SIZE MATTERS. SO DOES SHAPE Saturday, October 23, 2010
  • 61. SIZE MATTERS. SO DOES SHAPE Saturday, October 23, 2010
  • 62. FROM COMMUNITY TO CROWD Saturday, October 23, 2010
  • 63. GOAL IS TO INCREASE COMMITMENT Saturday, October 23, 2010
  • 64. GOAL IS TO INCREASE COMMITMENT Saturday, October 23, 2010
  • 65. BUILD ADVOCATES (FANS, FOLLOWERS, FANATICS) Saturday, October 23, 2010
  • 66. BUILDING AN ARMY Saturday, October 23, 2010
  • 67. BUILDING AN ARMY Saturday, October 23, 2010
  • 68. BUILDING AN ARMY Saturday, October 23, 2010
  • 69. BUILDING AN ARMY Saturday, October 23, 2010
  • 70. BUILDING AN ARMY Saturday, October 23, 2010
  • 71. EVERYONE IS CONNECTED Saturday, October 23, 2010
  • 72. YOU WANT YOUR NETWORK’S NETWORKS Saturday, October 23, 2010
  • 73. YOUR FANS BRING THEIR NETWORKS WITH THEM Saturday, October 23, 2010
  • 74. RECRUITING FOR YOU. Saturday, October 23, 2010
  • 75. RECRUITING FOR YOU. Saturday, October 23, 2010
  • 76. RECRUITING FOR YOU. Saturday, October 23, 2010
  • 77. RECRUITING FOR YOU. Saturday, October 23, 2010
  • 78. RECRUITING FOR YOU. Saturday, October 23, 2010
  • 79. FANS BEGET MORE FANS Saturday, October 23, 2010
  • 80. FANS BEGET MORE FANS Saturday, October 23, 2010
  • 81. YOUR MARKETING PLATFORM GROWS Saturday, October 23, 2010
  • 82. YOUR MARKETING PLATFORM GROWS Saturday, October 23, 2010
  • 83. YOUR MARKETING PLATFORM GROWS Saturday, October 23, 2010
  • 84. YOUR MARKETING PLATFORM GROWS Saturday, October 23, 2010
  • 85. YOUR MARKETING PLATFORM GROWS Saturday, October 23, 2010
  • 86. YOUR MARKETING PLATFORM GROWS Saturday, October 23, 2010
  • 87. SOME THINGS ARE EASIER TO BUILD PLATFORMS THAN OTHERS Saturday, October 23, 2010
  • 88. NOT EVERYTHING IS FAN WORTHY Saturday, October 23, 2010
  • 89. NOT ALL STEPS ARE EQUAL Saturday, October 23, 2010
  • 90. IF YOU DO IT RIGHT... YOU’LL HAVE AN AUDIENCE Saturday, October 23, 2010
  • 91. AND SOMEBODY TO TALK WITH CONVERSE WITH YOU Saturday, October 23, 2010
  • 92. WHO WILL SPREAD YOUR MESSAGE Saturday, October 23, 2010
  • 93. AND WILL BE THERE TO HEP YOU... HELP YOU HELP OTHERS Saturday, October 23, 2010
  • 94. + Goodwill + Revenue - Expenses OUTCOMES YOU CAN TAKE TO THE BANK Saturday, October 23, 2010
  • 95. MORE THAN ‘JUST COMMUNICATION’ Saturday, October 23, 2010
  • 96. BUT YOU NEED THE RIGHT TOOL FOR THE JOB Saturday, October 23, 2010
  • 97. AND YOU USE THE MODEL TO SELECT TOOLS. Saturday, October 23, 2010
  • 98. TO BUILD YOUR CORE Saturday, October 23, 2010
  • 99. HOW DO YOU FORM A CROWD? Saturday, October 23, 2010
  • 100. SOMETHING TO GATHER AROUND Saturday, October 23, 2010
  • 101. AND YOU NEED SOME PEOPLE... Saturday, October 23, 2010
  • 102. Saturday, October 23, 2010
  • 103. YOU COULD USE A BLOG... Saturday, October 23, 2010
  • 104. A CONGREGATION NEEDS SOMETHING TO BELIEVE IN Saturday, October 23, 2010
  • 105. THEY NEED COMMITMENT Saturday, October 23, 2010
  • 106. THEY NEED BELONGING Saturday, October 23, 2010
  • 107. SHOUTING FROM OUTSIDE THE CAMPFIRE CIRCLE DOESN’T WORK Saturday, October 23, 2010
  • 108. IT’S ABOUT MOVING FROM CONTROL... Saturday, October 23, 2010
  • 109. ...TO INFLUENCE. Saturday, October 23, 2010
  • 110. FROM INTERRUPTING... Saturday, October 23, 2010
  • 111. ...TO PERMISSION Saturday, October 23, 2010
  • 112. FROM TALKING AT.... Saturday, October 23, 2010
  • 113. ....TO TALKING WITH. Saturday, October 23, 2010
  • 114. FROM BEING CLOSED.... Saturday, October 23, 2010
  • 115. TO BEING OPEN, TRANSPARENT, ACCOUNTABLE. Saturday, October 23, 2010
  • 116. IT’S ABOUT ADDING VALUE, BEING HELPFUL, BEING GENEROUS Saturday, October 23, 2010
  • 117. BRINGING BEER TO THE CAMPFIRE IS ONE WAY TO GET A SEAT. Saturday, October 23, 2010
  • 118. WE LOVE TO TALK ABOUT OURSELVES Saturday, October 23, 2010
  • 119. MANY PERSONALITIES MANY BEHAVIOURS Saturday, October 23, 2010
  • 120. DON’T BE AFRAID TO ASK FOR COMMITMENT Saturday, October 23, 2010
  • 121. @dezguy Saturday, October 23, 2010
  • 122. GET YOUR CONGREGATION COMMITTED Moving People from the Congregation to the Committed Saturday, October 23, 2010
  • 123. LOOK FOR OPPORTUNITIES TO MOVE PEOPLE TO THE CORE Saturday, October 23, 2010
  • 124. THE OUTCOMES ARE TANGIBLE Saturday, October 23, 2010
  • 125. PERHAPS OUT OF STUPIDITY? Saturday, October 23, 2010
  • 126. YEARS OF TEARS, CHEERS AND BEERS Saturday, October 23, 2010
  • 127. HOW YOU MEASURE SUCCESS IS DEFINED BY THE OBJECTIVE. Saturday, October 23, 2010
  • 128. FOLLOWERS, FRIENDS AND FAITHFUL FANS Social Media Mar keting @DEZGUY Saturday, October 23, 2010