The Secret to Social Media: What do you love?

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My Opening Keynote as presented at iStrategy Melbourne on May 17, 2011.

The Secret to Social Media: Perspectives, Strategies and Case Studies that can Change Your Business

By Mike Prasad, Bit Love Media & Versa SMB

Key Takeaways:

- What is the secret to implementing social media?

- How to create passionate self-sustaining engagement (and revenue)

- Key implementable strategies for all types of businesses

- Three case studies for three very different businesses

The Secret to Social Media: What do you love?

  1. 1. What do you ?
  2. 2. 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.
  3. 3. Hello I’m Mike
  4. 4. I am 28
  5. 5. I am a foodie
  6. 6. I am from L.A.
  7. 7. I am on Twitter@mikeprasad
  8. 8. I am on Facebook/mikeprasad
  9. 9. I am in Melbourne!
  10. 10. I likebranding
  11. 11. I liketechnology
  12. 12. I likesocial platforms
  13. 13. I likepunctuation.
  14. 14. I’vefounded
  15. 15. founded
  16. 16. founded
  17. 17. founded
  18. 18. A Community DrivenMedia Network
  19. 19. founded
  20. 20. But enoughabout me
  21. 21. But whyam I here?
  22. 22. But whyshould you care?
  23. 23. I promisedyou the secret
  24. 24. the secret
  25. 25. the secretto social media
  26. 26. the secretis
  27. 27. the secretis.
  28. 28. the secretis..
  29. 29. It’s not aboutsocial media
  30. 30. It’s not reallytransparency
  31. 31. It’s not reallyengagement
  32. 32. It’s not reallyeverything else
  33. 33. Social Media isa set of channels
  34. 34. Social Media isa set of tools
  35. 35. Social Media isa way to scale
  36. 36. Social Media isjust mechanisms
  37. 37. Success inSocial Media
  38. 38. Success inSocial Mediais
  39. 39. Success inSocial Mediais ContextualRelevance
  40. 40. Success inSocial Mediais ContextualRelevance is Utility
  41. 41. Success inSocial Mediais ContextualRelevance & Utility
  42. 42. Success inSocial Mediais ContextualRelevance & UtilityAt Scale
  43. 43. Success inSocial Mediais using the rightmechanism
  44. 44. Success inSocial Mediais using the rightmechanism + rightaudience
  45. 45. Success inSocial Mediais using the rightmechanism + rightaudience + rightbrand & product
  46. 46. Success inSocial Mediais using the rightmechanism + rightaudience + rightbrand & product
  47. 47. Strategies forSuccess inSocial Media
  48. 48. Strategies forSuccess inSocial Media (some with silly names)
  49. 49. Strategies forSuccess inSocial Media (like the Circle of Shiny)
  50. 50. FiveStrategies forSuccess inSocial Media
  51. 51. Strategy #1Brand Like Candy
  52. 52. (Looks delicious huh?)
  53. 53. A good brandis a caricature
  54. 54. A good brandhas a persona
  55. 55. A good brandsets the stage
  56. 56. A good brandtells a story
  57. 57. A good brandcreates a culture
  58. 58. A good brandis your MVP.
  59. 59. Don’t Make Saladsstrategy #2
  60. 60. Multiple Small Seeds vs. Single Large Audience
  61. 61. Multiple Small Seeds vs. Single Large Audience Traditional Large Campaign
  62. 62. Multiple Small Seeds vs. Single Large Audience Traditional Large Campaign
  63. 63. Multiple Small Seeds vs. Single Large Audience Traditional Large Campaign
  64. 64. Multiple Small Seeds vs. Single Large Audience Stratified Granular Audience Traditional Large Campaign
  65. 65. Multiple Small Seeds vs. Single Large Audience Stratified Granular Audience Traditional Large Campaign
  66. 66. Multiple Small Seeds vs. Single Large Audience Stratified Granular Audience Traditional Large Campaign
  67. 67. Multiple Small Seeds vs. Single Large Audience Stratified Granular AudienceSocial Media Mechanism Traditional Large Campaign
  68. 68. Multiple Small Seeds vs. Single Large Audience Stratified Granular Audience Target Seeds Traditional Large Campaign
  69. 69. The Circle of Shinystrategy #3
  70. 70. SeedAudience
  71. 71. SeedAudience
  72. 72. Seed ShinyAudience
  73. 73. Seed ShinyAudience Firs Loot k
  74. 74. Seed ShinyAudience Firs Loot k at ce re n G rie pe Ex
  75. 75. Seed ShinyAudience Firs Loot k Ad at ce op re n tio G rie n pe Ex
  76. 76. 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
  77. 77. 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
  78. 78. 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
  79. 79. 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
  80. 80. 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
  81. 81. What’s your shiny?
  82. 82. Be a Firefighterstrategy #4
  83. 83. Social Mediais aboutPeople
  84. 84. People are yourconsumers
  85. 85. People are youraudience
  86. 86. People are yourcritics
  87. 87. People are yourmarketers
  88. 88. People are yourpress
  89. 89. People are yourbusiness partners
  90. 90. People are yourfire
  91. 91. Fire is powerfulidentify & curate
  92. 92. The Big Sandwichstrategy #5
  93. 93. Critical Viral Buzz
  94. 94. Critical Viral Buzz
  95. 95. Broader Critical MajorAudience Viral Press &Adoption Buzz Exposure
  96. 96. Targeted Grassroots Seeding
  97. 97. Key InfluencersTargeted Grassroots Seeding
  98. 98. Key Influencers Blogger PressTargeted Grassroots Seeding
  99. 99. Key Influencers Blogger Press Local PressTargeted Grassroots Seeding
  100. 100. Key Influencers Blogger Press Critical Viral Buzz Local PressTargeted Grassroots Seeding
  101. 101. Key Influencers Blogger PressBroader Critical MajorAudience Viral Press &Adoption Buzz Exposure Local Press Targeted Grassroots Seeding
  102. 102. Key Influencers Blogger PressBroader Critical MajorAudience Viral Press &Adoption Buzz Exposure Local Press Targeted Grassroots Seeding
  103. 103. Social Mediais Leverage.
  104. 104. Does it work?
  105. 105. Does it work?Prove it
  106. 106. 3 Case Studies
  107. 107. Fatburger + 4SqCase Study #1
  108. 108. Fatburger’s GoalsDrive Locals &Highlight Options
  109. 109. The Burger“Enlargement”
  110. 110. 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
  111. 111. 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
  112. 112. 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
  113. 113. 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
  114. 114. 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
  115. 115. Key Influencers Blogger Press General Critical MajorAudience Buzz Press Local Press Targeted Grassroots Seeding
  116. 116. Key Influencers Blogger Press General Critical MajorAudience Buzz Press Local Press Targeted Grassroots Seeding
  117. 117. Key Influencers Blogger Press General Critical MajorAudience Buzz Press Local Press Targeted Grassroots Seeding
  118. 118. Key Influencers Blogger Press General Critical MajorAudience Buzz Press Local Press Targeted Grassroots Seeding
  119. 119. Key Influencers Blogger Press General Critical MajorAudience Buzz Press Local Press Targeted Grassroots Seeding
  120. 120. Creatingmore shiny
  121. 121. Creatinga story
  122. 122. TheHypocrite Burger
  123. 123. TheHypocrite Burger
  124. 124. +
  125. 125. +
  126. 126. Key Influencers Blogger Press General Critical MajorAudience Buzz Press Local Press Targeted Grassroots Seeding
  127. 127. Key Influencers Blogger Press General Critical MajorAudience Buzz Press Local Press Targeted Grassroots Seeding
  128. 128. Results?Reinforced Brand
  129. 129. Results?Created Awareness
  130. 130. Results?Drove Locals
  131. 131. Ani.ME + FacebookCase Study #2
  132. 132. Ani.ME GoalsEstablish IconicCultural Brand
  133. 133. Ani.ME GoalsReach MinimumAudience Quickly
  134. 134. 100,000+ Fans
  135. 135. 100,000+ Fans< 3 months
  136. 136. How?
  137. 137. How?Iconic Brand
  138. 138. How?Iconic Brand + FBAds
  139. 139. How?Iconic Brand + FBAds + TargetedContent
  140. 140. How?Iconic Brand + FBAds + TargetedContent + KeyCuration
  141. 141. Target Seeds
  142. 142. Target Seeds SeedAudience
  143. 143. Target Seeds SeedAudience
  144. 144. SeedAudience
  145. 145. Seed ShinyAudience
  146. 146. Seed ShinyAudience
  147. 147. Seed ShinyAudience Firs Loot k
  148. 148. Seed ShinyAudience Firs Loot k
  149. 149. Seed ShinyAudience Firs Loot k at ce re n G rie pe Ex
  150. 150. Seed ShinyAudience Firs Loot k at ce re n G rie pe Ex
  151. 151. Seed ShinyAudience Firs Loot k Ad at ce op re n tio G rie n pe Ex
  152. 152. 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
  153. 153. 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
  154. 154. 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
  155. 155. The Result
  156. 156. The Result?
  157. 157. What’s amazing?
  158. 158. What’s amazing?100,000+ fans
  159. 159. What’s amazing?100,000+ fans
  160. 160. What’s amazing?< 3 months
  161. 161. What’s amazing?< 3 months
  162. 162. What’s amazing?$_ _ _ _. _ _ USD
  163. 163. What’s amazing?$_ _ _ _. _ _ USD
  164. 164. What’s amazing?
  165. 165. What’s amazing?< 1% churn
  166. 166. Kogi + TwitterCase Study #3
  167. 167. Why?
  168. 168. Why?New Brand
  169. 169. Why?$2,000,000
  170. 170. Why?$0 Investment
  171. 171. Using$0 Marketing
  172. 172. UsingSocial Media
  173. 173. UsingWord of Mouth
  174. 174. UsingCommunityCuration
  175. 175. UsingCommunityCuration
  176. 176. Cool
  177. 177. CoolBut what is Kogi?
  178. 178. Kogi is
  179. 179. Only inLos Angeles
  180. 180. How?
  181. 181. How?Create an Icon
  182. 182. Target Seeds Traditional Large Campaign
  183. 183. CreateThe Shiny
  184. 184. CreateKogi Kulture
  185. 185. IdentifyThe Mechanism
  186. 186. IdentifyProblems
  187. 187. SolveProblems
  188. 188. SolveWith Mechanism
  189. 189. Why?Twitter
  190. 190. Why?Mobile Venue
  191. 191. Why?Broadcast Location
  192. 192. Why?Get Feedback
  193. 193. Why?Connect Culture
  194. 194. Specifically?
  195. 195. Kogi Goals
  196. 196. Kogi GoalsEstablish IconicBrand
  197. 197. Kogi GoalsEstablish IconicBrand + Culture
  198. 198. Kogi GoalsEstablish IconicBrand + Culture< NOT FAIL
  199. 199. The Result
  200. 200. The Result?
  201. 201. The Secret
  202. 202. The Secretto viral growth
  203. 203. The Secretto Social Media
  204. 204. The Secretis the righttool
  205. 205. The Secretis the right toolto create utility
  206. 206. The Secretis the right toolto create utilityfor your audience
  207. 207. The Secretis the right toolto create utilityfor your audiencefor your brand
  208. 208. The Secretto Social Media
  209. 209. The Secretis Perspective
  210. 210. The Secretis Perspective.
  211. 211. Perspective
  212. 212. Brand
  213. 213. Audience
  214. 214. Culture
  215. 215. What do you ?
  216. 216. What do you ?
  217. 217. Also check out a very cool tool in Private Beta. www.x1social.com Use Code iStratVIP
  218. 218. DISCLAIMER: I work with them.But, really, its unique & useful, as it instantly indexes and searches all Twitter-linked content in context.

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