The Secret to Social Media: What do you love?

What do you ?

Also some general photos (like chocolates) may be CC Share-Alike from others on Flickr. Contact me to add attribution if this is the case.

Hello I’m Mike

I am 28

I am a foodie

I am from L.A.

I am on Twitter@mikeprasad

I am on Facebook/mikeprasad

I am in Melbourne!

I likebranding

I liketechnology

I likesocial platforms

I likepunctuation.

I’vefounded

founded

A Community DrivenMedia Network

founded

But enoughabout me

But whyam I here?

But whyshould you care?

I promisedyou the secret

the secret

the secretto social media

the secretis

the secretis.

the secretis..

It’s not aboutsocial media

It’s not reallytransparency

It’s not reallyengagement

It’s not reallyeverything else

Social Media isa set of channels

Social Media isa set of tools

Social Media isa way to scale

Social Media isjust mechanisms

Success inSocial Media

Success inSocial Mediais

Success inSocial Mediais ContextualRelevance

Success inSocial Mediais ContextualRelevance is Utility

Success inSocial Mediais ContextualRelevance & Utility

Success inSocial Mediais ContextualRelevance & UtilityAt Scale

Success inSocial Mediais using the rightmechanism

Success inSocial Mediais using the rightmechanism + rightaudience

Success inSocial Mediais using the rightmechanism + rightaudience + rightbrand & product

Strategies forSuccess inSocial Media

Strategies forSuccess inSocial Media (some with silly names)

Strategies forSuccess inSocial Media (like the Circle of Shiny)

FiveStrategies forSuccess inSocial Media

Strategy #1Brand Like Candy

(Looks delicious huh?)

A good brandis a caricature

A good brandhas a persona

A good brandsets the stage

A good brandtells a story

A good brandcreates a culture

A good brandis your MVP.

Don’t Make Saladsstrategy #2

Multiple Small Seeds vs. Single Large Audience

Multiple Small Seeds vs. Single Large Audience Traditional Large Campaign

Multiple Small Seeds vs. Single Large Audience Stratiﬁed Granular Audience Traditional Large Campaign

Multiple Small Seeds vs. Single Large Audience Stratiﬁed Granular AudienceSocial Media Mechanism Traditional Large Campaign

Multiple Small Seeds vs. Single Large Audience Stratiﬁed Granular Audience Target Seeds Traditional Large Campaign

The Circle of Shinystrategy #3

SeedAudience

Seed ShinyAudience

Seed ShinyAudience Firs Loot k

Seed ShinyAudience Firs Loot k at ce re n G rie pe Ex

Seed ShinyAudience Firs Loot k Ad at ce op re n tio G rie n pe Ex

Seed ShinyAudience re ort & st, Sha Firs dca t Broa Loo Exp k Ad at ce op re n tio G rie n pe Ex

Seed Shiny Audience re ort & st, Sha Firs dca t Broa Loo Exp k Ad at ce op re n tio G rie n pe ExSocial Media Mechanism

New ShinyAudience re ort & st, Sha Firs dca t Broa Loo Exp k Ad at ce op re n tio G rie n pe Ex

Audience Shiny re ort & st, Sha Firs dca THE t Broa Loo CIRCLE OF Exp k SHINY Ad at ce op re n tio G rie n pe Ex

What’s your shiny?

Be a Fireﬁghterstrategy #4

Social Mediais aboutPeople

People are yourconsumers

People are youraudience

People are yourcritics

People are yourmarketers

People are yourpress

People are yourbusiness partners

People are yourﬁre

Fire is powerfulidentify & curate

The Big Sandwichstrategy #5

Critical Viral Buzz

Broader Critical MajorAudience Viral Press &Adoption Buzz Exposure

Targeted Grassroots Seeding

Key InﬂuencersTargeted Grassroots Seeding

Key Inﬂuencers Blogger PressTargeted Grassroots Seeding

Key Inﬂuencers Blogger Press Local PressTargeted Grassroots Seeding

Key Inﬂuencers Blogger Press Critical Viral Buzz Local PressTargeted Grassroots Seeding

Key Inﬂuencers Blogger PressBroader Critical MajorAudience Viral Press &Adoption Buzz Exposure Local Press Targeted Grassroots Seeding

Social Mediais Leverage.

Does it work?

Does it work?Prove it

3 Case Studies

Fatburger + 4SqCase Study #1

Fatburger’s GoalsDrive Locals &Highlight Options

The Burger“Enlargement”

Audience Shiny re ort & st, Sha Firs dca THE t Broa Loo CIRCLE OF Exp k SHINY Ad at ce op re n tio G rie n pe Ex

Shiny re ort & st, Sha Firs dca THE t Broa Loo CIRCLE OFExp k SHINY Ad at ce op re n tio G rie n pe Ex

Key Inﬂuencers Blogger Press General Critical MajorAudience Buzz Press Local Press Targeted Grassroots Seeding

Creatingmore shiny

Creatinga story

TheHypocrite Burger

Key Inﬂuencers Blogger Press General Critical MajorAudience Buzz Press Local Press Targeted Grassroots Seeding

Results?Reinforced Brand

Results?Created Awareness

Results?Drove Locals

Ani.ME + FacebookCase Study #2

Ani.ME GoalsEstablish IconicCultural Brand

Ani.ME GoalsReach MinimumAudience Quickly

100,000+ Fans

100,000+ Fans< 3 months

How?Iconic Brand

How?Iconic Brand + FBAds

How?Iconic Brand + FBAds + TargetedContent

How?Iconic Brand + FBAds + TargetedContent + KeyCuration

Target Seeds

Target Seeds SeedAudience

SeedAudience

Seed ShinyAudience

Seed ShinyAudience Firs Loot k

Seed ShinyAudience Firs Loot k at ce re n G rie pe Ex

Seed ShinyAudience Firs Loot k Ad at ce op re n tio G rie n pe Ex

New ShinyAudience re ort & st, Sha Firs dca t Broa Loo Exp k Ad at ce op re n tio G rie n pe Ex

The Result

The Result?

What’s amazing?

What’s amazing?100,000+ fans

What’s amazing?< 3 months

What’s amazing?$_ _ _ _. _ _ USD

What’s amazing?

What’s amazing?< 1% churn

Kogi + TwitterCase Study #3

Why?New Brand

Why?$2,000,000

Why?$0 Investment

Using$0 Marketing

UsingSocial Media

UsingWord of Mouth

UsingCommunityCuration

CoolBut what is Kogi?

Kogi is

Only inLos Angeles

How?Create an Icon

Target Seeds Traditional Large Campaign

CreateThe Shiny

CreateKogi Kulture

IdentifyThe Mechanism

IdentifyProblems

SolveProblems

SolveWith Mechanism

Why?Twitter

Why?Mobile Venue

Why?Broadcast Location

Why?Get Feedback

Why?Connect Culture

Speciﬁcally?

Kogi Goals

Kogi GoalsEstablish IconicBrand

Kogi GoalsEstablish IconicBrand + Culture

Kogi GoalsEstablish IconicBrand + Culture< NOT FAIL

The Result

The Result?

The Secret

The Secretto viral growth

The Secretto Social Media

The Secretis the righttool

The Secretis the right toolto create utility

The Secretis the right toolto create utilityfor your audience

The Secretis the right toolto create utilityfor your audiencefor your brand

The Secretto Social Media

The Secretis Perspective

The Secretis Perspective.

Perspective

Audience

Culture

What do you ?

Also check out a very cool tool in Private Beta. www.x1social.com Use Code iStratVIP

DISCLAIMER: I work with them.But, really, its unique & useful, as it instantly indexes and searches all Twitter-linked content in context.

http://www.mikeprasad.com	1800
http://www.twylah.com	9
http://namesake.com	3
http://paper.li	2
http://webcache.googleusercontent.com	2
url_unknown	1
http://localhost	1
http://translate.googleusercontent.com	1

The Secret to Social Media: What do you love?

by Mike Prasad on May 17, 2011

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The Secret to Social Media: What do you love? — Presentation Transcript