What do you   ?Thursday, December 8, 11                     1
www.slideshare.net/mikeprasad                               www.mikeprasad.com                           Reach me at mike@...
Hello I’m MikeThursday, December 8, 11                    3
I am 28Thursday, December 8, 11             4
I am a foodieThursday, December 8, 11                   5
I am from L.A.Thursday, December 8, 11                    6
I am on Twitter                           @mikeprasadThursday, December 8, 11                     7
I am on Facebook                           /mikeprasadThursday, December 8, 11                      8
I like                           brandingThursday, December 8, 11              9
I like                           technologyThursday, December 8, 11                10
I like                           social platformsThursday, December 8, 11                      11
I like                           punctuation.Thursday, December 8, 11                  12
I’ve                           foundedThursday, December 8, 11             13
foundedThursday, December 8, 11             14
foundedThursday, December 8, 11             15
foundedThursday, December 8, 11             16
A    Community      Driven   Media NetworkThursday, December 8, 11   17
Thursday, December 8, 11   18
Thursday, December 8, 11   19
But enough                           about meThursday, December 8, 11                20
But why                           am I here?Thursday, December 8, 11                21
But why                           should you care?Thursday, December 8, 11                      22
I’m here to intro                           you to social mediaThursday, December 8, 11                         23
And to tell                           you the secretThursday, December 8, 11                    24
the secretThursday, December 8, 11                25
the secret                           to social mediaThursday, December 8, 11                     26
the secret                           isThursday, December 8, 11                27
the secret                           is.Thursday, December 8, 11                28
the secret                           is..Thursday, December 8, 11                29
It’s not about                           social mediaThursday, December 8, 11                    30
Thursday, December 8, 11   31
Thursday, December 8, 11   32
Thursday, December 8, 11   33
It’s not really                           transparencyThursday, December 8, 11                     34
It’s not really                           engagementThursday, December 8, 11                     35
It’s not really                           everything elseThursday, December 8, 11                     36
Social Media is                           a set of channelsThursday, December 8, 11                       37
Social Media is                           a set of toolsThursday, December 8, 11                     38
Social Media is                           a way to scaleThursday, December 8, 11                     39
Social Media is                           just mechanismsThursday, December 8, 11                     40
Success in                           Social MediaThursday, December 8, 11                  41
Success in                           Social Media                           isThursday, December 8, 11                  42
Success in                           Social Media                           is Contextual                           Releva...
Success in                           Social Media                           is Contextual                           Releva...
Success in                           Social Media                           is Contextual                           Releva...
Success in                           Social Media                           is Contextual                           Releva...
Success in                           Social Media                           is using the right                           m...
Success in                           Social Media                           is using the right                           m...
Success in                           Social Media                           is using the right                           m...
Success in                           Social Media                           is using the right                           m...
Strategies for                           Success in                           Social MediaThursday, December 8, 11        ...
Strategies for                           Success in                           Social Media                              (s...
Strategies for                           Success in                           Social Media                              (l...
But before we                           begin thatThursday, December 8, 11                   54
But before we                           begin that let’s                           talk about the toolsThursday, December ...
But before we                           begin that let’s                           talk about the tools                   ...
There are over                           400 social media                           toolsThursday, December 8, 11         ...
There are over                           400 social media                           tools and growing.Thursday, December 8...
There are over                           400 social media                           tools and growing.                    ...
There are 7                           that do.Thursday, December 8, 11                 60
There are 7 + 2                           that may.Thursday, December 8, 11                     61
There are 7 + 2                           that may.                           They areThursday, December 8, 11            ...
They are the 7Thursday, December 8, 11                    63
They are the 7Thursday, December 8, 11                    64
They are the 7Thursday, December 8, 11                    65
They are the 7Thursday, December 8, 11                    66
They are the 7Thursday, December 8, 11                    67
They are the 7Thursday, December 8, 11                    68
They are the 7Thursday, December 8, 11                    69
They are the 7Thursday, December 8, 11                    70
They are the 7 + 2Thursday, December 8, 11                        71
They are the 7 + 2Thursday, December 8, 11                        72
They are the 7 + 2Thursday, December 8, 11                        73
They are the 7 + 2Thursday, December 8, 11                        74
They are webThursday, December 8, 11                  75
They are webThursday, December 8, 11                  76
They are webThursday, December 8, 11                  77
They are webThursday, December 8, 11                  78
They are webThursday, December 8, 11                  79
They are mobileThursday, December 8, 11                     80
They are mobileThursday, December 8, 11                     81
They are mobileThursday, December 8, 11                     82
They are mobileThursday, December 8, 11                     83
They are bothThursday, December 8, 11                   84
They are bothThursday, December 8, 11                   85
They are bothThursday, December 8, 11                   86
They are phonesThursday, December 8, 11                     87
smartphonesThursday, December 8, 11                 88
smartphones                           are importantThursday, December 8, 11                   89
back to the                           Social 7Thursday, December 8, 11                 90
for example                           Social 7Thursday, December 8, 11                 91
for example                           is likeThursday, December 8, 11                 92
word of mouth                           is likeThursday, December 8, 11                   93
word of mouth                           exceptThursday, December 8, 11                   94
at scale                           exceptThursday, December 8, 11              95
Thursday, December 8, 11   96
How much scale?Thursday, December 8, 11                     97
How much scale?                           250 million tweetsThursday, December 8, 11                        98
How much scale?                           250 million tweets                           a day.Thursday, December 8, 11     ...
Thursday, December 8, 11   100
is like a clubhouseThursday, December 8, 11                         101
is like a clubhouse                           800 million activeThursday, December 8, 11                         102
is like a clubhouse                           400 million dailyThursday, December 8, 11                         103
is like a clubhouse                           400 million daily                           with 130 friendsThursday, Decemb...
Thursday, December 8, 11   105
is a TV networkThursday, December 8, 11                     106
is a TV network                           with more videos                           per month                           t...
is a TV network                           with 3 billion views                           a dayThursday, December 8, 11    ...
is a TV network                           with 400 million                           mobile views a dayThursday, December ...
Thursday, December 8, 11   110
is a restaurant                           guideThursday, December 8, 11                     111
is a restaurant                           guide                           with 22 million                           review...
is a restaurant                           guide                           with 22 million                           review...
Thursday, December 8, 11   114
Thursday, December 8, 11   115
Thursday, December 8, 11   116
The Social 7Thursday, December 8, 11                  117
The Social 7 (+2)Thursday, December 8, 11                       118
The Social 7 (+2)Thursday, December 8, 11                       119
The Social 7 (+2)Thursday, December 8, 11                       120
They matter.Thursday, December 8, 11                  121
They matter.Thursday, December 8, 11                  122
Great!Thursday, December 8, 11            123
Great!                           But what now?Thursday, December 8, 11                   124
Five                           Strategies for                           Success                           But what now?Thu...
Five                           Strategies for                           Success in                           Social MediaT...
Strategy #1                           Brand Like CandyThursday, December 8, 11                      127
Thursday, December 8, 11   128
Thursday, December 8, 11   129
(Looks delicious huh?)Thursday, December 8, 11                            130
A good brand                           is a caricatureThursday, December 8, 11                     131
A good brand                           has a personaThursday, December 8, 11                   132
A good brand                           sets the stageThursday, December 8, 11                    133
A good brand                           tells a storyThursday, December 8, 11                   134
A good brand                           creates a cultureThursday, December 8, 11                       135
A good brand                           is your MVP.Thursday, December 8, 11                  136
Thursday, December 8, 11   137
Don’t Make Salads                           strategy #2Thursday, December 8, 11                       138
Thursday, December 8, 11   139
Thursday, December 8, 11   140
Thursday, December 8, 11   141
Multiple Small Seeds vs. Single Large AudienceThursday, December 8, 11                                         142
Multiple Small Seeds vs. Single Large Audience                                       Traditional Large CampaignThursday, D...
Multiple Small Seeds vs. Single Large Audience                                       Traditional Large CampaignThursday, D...
Multiple Small Seeds vs. Single Large Audience                                       Traditional Large CampaignThursday, D...
Multiple Small Seeds vs. Single Large Audience                            Stratified Granular Audience                     ...
Multiple Small Seeds vs. Single Large Audience                            Stratified Granular Audience                     ...
Multiple Small Seeds vs. Single Large Audience                            Stratified Granular Audience                     ...
Multiple Small Seeds vs. Single Large Audience                            Stratified Granular Audience           Social Med...
Multiple Small Seeds vs. Single Large Audience                                 Stratified Granular Audience                ...
The Circle of Shiny                           strategy #3Thursday, December 8, 11                         151
Seed                 AudienceThursday, December 8, 11    152
Seed                 AudienceThursday, December 8, 11    153
Seed                            Shiny                 AudienceThursday, December 8, 11            154
Seed                            Shiny                 Audience                                    Firs                    ...
Seed                            Shiny                 Audience                                           Firs             ...
Seed                                        Shiny                 Audience                                                ...
Seed                                                      Shiny                 Audience                                  ...
Seed                                                      Shiny                 Audience                                  ...
Seed                                                      Shiny                 Audience                                  ...
New                                                      Shiny                 Audience                                   ...
Audience                             Shiny                                        re                                ort & ...
What’s your shiny?Thursday, December 8, 11                        163
Be a Firefighter                           strategy #4Thursday, December 8, 11                     164
Social Media                           is about                           PeopleThursday, December 8, 11                  ...
People are your                           consumersThursday, December 8, 11                     166
People are your                           audienceThursday, December 8, 11                     167
People are your                           criticsThursday, December 8, 11                     168
People are your                           marketersThursday, December 8, 11                     169
People are your                           pressThursday, December 8, 11                     170
People are your                           business partnersThursday, December 8, 11                       171
People are your                           fireThursday, December 8, 11                     172
Thursday, December 8, 11   173
Thursday, December 8, 11   174
Fire is powerful                           identify & curateThursday, December 8, 11                       175
The Big Sandwich                           strategy #5Thursday, December 8, 11                      176
Critical                            Viral                            BuzzThursday, December 8, 11              177
Critical                            Viral                            BuzzThursday, December 8, 11              178
Broader    Critical     Major                           Audience    Viral      Press &                           Adoption ...
Targeted Grassroots SeedingThursday, December 8, 11                                 180
Key Influencers                           Targeted Grassroots SeedingThursday, December 8, 11                              ...
Key Influencers                                 Blogger Press                           Targeted Grassroots SeedingThursday...
Key Influencers                                 Blogger Press                                   Local Press                ...
Key Influencers                                 Blogger Press                                      Critical                ...
Key Influencers                                      Blogger Press                           Broader         Critical      ...
Key Influencers                                      Blogger Press                           Broader         Critical      ...
Social Media                           is Leverage.Thursday, December 8, 11                  187
Does it work?Thursday, December 8, 11                   188
Does it work?                           Prove itThursday, December 8, 11                   189
3 Case StudiesThursday, December 8, 11                    190
Fatburger + 4Sq                           Case Study #1Thursday, December 8, 11                     191
Thursday, December 8, 11   192
Fatburger’s Goals                           Drive Locals &                           Highlight OptionsThursday, December 8...
The Burger                           “Enlargement”Thursday, December 8, 11                   194
Thursday, December 8, 11   195
Thursday, December 8, 11   196
Audience                             Shiny                                        re                                ort & ...
Shiny                                       re                               ort & st,                                    ...
Shiny                                       re                               ort & st,                                    ...
Shiny                                       re                               ort & st,                                    ...
Shiny                                       re                               ort & st,                                    ...
Key Influencers                                      Blogger Press                            General        Critical      ...
Key Influencers                                      Blogger Press                            General        Critical      ...
Key Influencers                                      Blogger Press                            General        Critical      ...
Key Influencers                                      Blogger Press                            General        Critical      ...
Thursday, December 8, 11   206
Thursday, December 8, 11   207
Thursday, December 8, 11   208
Key Influencers                                      Blogger Press                            General        Critical      ...
Creating                           more shinyThursday, December 8, 11                210
Creating                           a storyThursday, December 8, 11              211
The                           Hypocrite BurgerThursday, December 8, 11                      212
The                           Hypocrite BurgerThursday, December 8, 11                      213
+Thursday, December 8, 11       214
+Thursday, December 8, 11       215
Thursday, December 8, 11   216
Key Influencers                                      Blogger Press                            General        Critical      ...
Key Influencers                                      Blogger Press                            General        Critical      ...
Results?                           Reinforced BrandThursday, December 8, 11                      219
Results?                           Created AwarenessThursday, December 8, 11                   220
Results?                           Drove LocalsThursday, December 8, 11                  221
Ani.ME + Facebook                           Case Study #2Thursday, December 8, 11                   222
Thursday, December 8, 11   223
Ani.ME Goals                           Establish Iconic                           Cultural BrandThursday, December 8, 11  ...
Ani.ME Goals                           Reach Minimum                           Audience QuicklyThursday, December 8, 11   ...
Thursday, December 8, 11   226
100,000+ FansThursday, December 8, 11                   227
100,000+ Fans                           < 3 monthsThursday, December 8, 11                   228
How?Thursday, December 8, 11          229
How?                           Iconic BrandThursday, December 8, 11                  230
How?                           Iconic Brand + FB                           AdsThursday, December 8, 11                    ...
How?                           Iconic Brand + FB                           Ads + Targeted                           Conten...
How?                           Iconic Brand + FB                           Ads + Targeted                           Conten...
Target SeedsThursday, December 8, 11                  234
Target Seeds                   Seed                 AudienceThursday, December 8, 11                   235
Target Seeds                   Seed                 AudienceThursday, December 8, 11                   236
Seed                 AudienceThursday, December 8, 11    237
Seed                            Shiny                 AudienceThursday, December 8, 11            238
Seed                            Shiny                 AudienceThursday, December 8, 11            239
Seed                            Shiny                 Audience                                    Firs                    ...
Seed                            Shiny                 Audience                                    Firs                    ...
Seed                            Shiny                 Audience                                           Firs             ...
Seed                            Shiny                 Audience                                           Firs             ...
Seed                                        Shiny                 Audience                                                ...
Seed                                                      Shiny                 Audience                                  ...
Seed                                                      Shiny                 Audience                                  ...
New                                                      Shiny                 Audience                                   ...
The ResultThursday, December 8, 11                248
The Result                           ?Thursday, December 8, 11                249
Thursday, December 8, 11   250
What’s amazing?Thursday, December 8, 11                     251
What’s amazing?                           100,000+ fansThursday, December 8, 11                     252
What’s amazing?                           100,000+ fansThursday, December 8, 11                     253
What’s amazing?                           < 3 monthsThursday, December 8, 11                     254
What’s amazing?                           < 3 monthsThursday, December 8, 11                     255
What’s amazing?                           $_ _ _ _. _ _ USDThursday, December 8, 11                       256
What’s amazing?                           $_ _ _ _. _ _ USDThursday, December 8, 11                       257
What’s amazing?Thursday, December 8, 11                     258
What’s amazing?                           < 1% churnThursday, December 8, 11                     259
Thursday, December 8, 11   260
Kogi + Twitter                           Case Study #3Thursday, December 8, 11                    261
Why?Thursday, December 8, 11          262
Why?                           New BrandThursday, December 8, 11               263
Why?                           $2,000,000Thursday, December 8, 11                264
Why?                           $0 InvestmentThursday, December 8, 11                   265
Using                           $0 MarketingThursday, December 8, 11                  266
Using                           Social MediaThursday, December 8, 11                  267
Using                           Word of MouthThursday, December 8, 11                   268
Using                           Community                           CurationThursday, December 8, 11               269
Using                           Community                           CurationThursday, December 8, 11               270
CoolThursday, December 8, 11          271
Cool                           But what is Kogi?Thursday, December 8, 11                       272
Kogi isThursday, December 8, 11             273
Thursday, December 8, 11   274
Thursday, December 8, 11   275
Only in                           Los AngelesThursday, December 8, 11                 276
How?Thursday, December 8, 11          277
How?                           Create an IconThursday, December 8, 11                    278
Thursday, December 8, 11   279
Target Seeds   Traditional Large CampaignThursday, December 8, 11                                               280
Create                           The ShinyThursday, December 8, 11               281
Create                           Kogi KultureThursday, December 8, 11                  282
Identify                           The MechanismThursday, December 8, 11                   283
Identify                           ProblemsThursday, December 8, 11              284
Solve                           ProblemsThursday, December 8, 11              285
Solve                           With MechanismThursday, December 8, 11                    286
Thursday, December 8, 11   287
Why?                           TwitterThursday, December 8, 11             288
Why?                           Mobile VenueThursday, December 8, 11                  289
Why?                           Broadcast LocationThursday, December 8, 11                    290
Why?                           Get FeedbackThursday, December 8, 11                  291
Why?                           Connect CultureThursday, December 8, 11                     292
Specifically?Thursday, December 8, 11                  293
Thursday, December 8, 11   294
Thursday, December 8, 11   295
Thursday, December 8, 11   296
Thursday, December 8, 11   297
Kogi GoalsThursday, December 8, 11                298
Kogi Goals                           Establish Iconic                           BrandThursday, December 8, 11             ...
Kogi Goals                           Establish Iconic                           Brand + CultureThursday, December 8, 11   ...
Kogi Goals                           Establish Iconic                           Brand + Culture                           ...
The ResultThursday, December 8, 11                302
The Result                           ?Thursday, December 8, 11                303
Thursday, December 8, 11   304
Thursday, December 8, 11   305
Thursday, December 8, 11   306
Thursday, December 8, 11   307
Thursday, December 8, 11   308
Thursday, December 8, 11   309
Thursday, December 8, 11   310
Thursday, December 8, 11   311
Thursday, December 8, 11   312
Thursday, December 8, 11   313
Thursday, December 8, 11   314
Thursday, December 8, 11   315
Thursday, December 8, 11   316
Thursday, December 8, 11   317
Thursday, December 8, 11   318
The SecretThursday, December 8, 11                319
The Secret                           to viral growthThursday, December 8, 11                     320
The Secret                           to Social MediaThursday, December 8, 11                     321
The Secret                           is the right                           toolThursday, December 8, 11                  ...
The Secret                           is the right tool                           to create utilityThursday, December 8, 11...
The Secret                           is the right tool                           to create utility                        ...
The Secret                           is the right tool                           to create utility                        ...
The Secret                           to Social MediaThursday, December 8, 11                     326
The Secret                           is PerspectiveThursday, December 8, 11                    327
The Secret                           is Perspective.Thursday, December 8, 11                     328
Thursday, December 8, 11   329
PerspectiveThursday, December 8, 11                 330
BrandThursday, December 8, 11           331
AudienceThursday, December 8, 11              332
CultureThursday, December 8, 11             333
Thursday, December 8, 11   334
What do you   ?Thursday, December 8, 11                     335
What do you   ?Thursday, December 8, 11                     336
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Social Media Presentation for Y Hata

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My "Secret to Social Media" deck as presented at Y Hata on December 8th 2011. Includes an added primer on social media channels.

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

By Mike Prasad, Versa SMB
www.versasmb.com

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

Published in: Education, Business, Technology
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Social Media Presentation for Y Hata

  1. 1. What do you ?Thursday, December 8, 11 1
  2. 2. www.slideshare.net/mikeprasad www.mikeprasad.com Reach me at mike@versasmb.comThursday, December 8, 11 2
  3. 3. Hello I’m MikeThursday, December 8, 11 3
  4. 4. I am 28Thursday, December 8, 11 4
  5. 5. I am a foodieThursday, December 8, 11 5
  6. 6. I am from L.A.Thursday, December 8, 11 6
  7. 7. I am on Twitter @mikeprasadThursday, December 8, 11 7
  8. 8. I am on Facebook /mikeprasadThursday, December 8, 11 8
  9. 9. I like brandingThursday, December 8, 11 9
  10. 10. I like technologyThursday, December 8, 11 10
  11. 11. I like social platformsThursday, December 8, 11 11
  12. 12. I like punctuation.Thursday, December 8, 11 12
  13. 13. I’ve foundedThursday, December 8, 11 13
  14. 14. foundedThursday, December 8, 11 14
  15. 15. foundedThursday, December 8, 11 15
  16. 16. foundedThursday, December 8, 11 16
  17. 17. A Community Driven Media NetworkThursday, December 8, 11 17
  18. 18. Thursday, December 8, 11 18
  19. 19. Thursday, December 8, 11 19
  20. 20. But enough about meThursday, December 8, 11 20
  21. 21. But why am I here?Thursday, December 8, 11 21
  22. 22. But why should you care?Thursday, December 8, 11 22
  23. 23. I’m here to intro you to social mediaThursday, December 8, 11 23
  24. 24. And to tell you the secretThursday, December 8, 11 24
  25. 25. the secretThursday, December 8, 11 25
  26. 26. the secret to social mediaThursday, December 8, 11 26
  27. 27. the secret isThursday, December 8, 11 27
  28. 28. the secret is.Thursday, December 8, 11 28
  29. 29. the secret is..Thursday, December 8, 11 29
  30. 30. It’s not about social mediaThursday, December 8, 11 30
  31. 31. Thursday, December 8, 11 31
  32. 32. Thursday, December 8, 11 32
  33. 33. Thursday, December 8, 11 33
  34. 34. It’s not really transparencyThursday, December 8, 11 34
  35. 35. It’s not really engagementThursday, December 8, 11 35
  36. 36. It’s not really everything elseThursday, December 8, 11 36
  37. 37. Social Media is a set of channelsThursday, December 8, 11 37
  38. 38. Social Media is a set of toolsThursday, December 8, 11 38
  39. 39. Social Media is a way to scaleThursday, December 8, 11 39
  40. 40. Social Media is just mechanismsThursday, December 8, 11 40
  41. 41. Success in Social MediaThursday, December 8, 11 41
  42. 42. Success in Social Media isThursday, December 8, 11 42
  43. 43. Success in Social Media is Contextual RelevanceThursday, December 8, 11 43
  44. 44. Success in Social Media is Contextual Relevance is UtilityThursday, December 8, 11 44
  45. 45. Success in Social Media is Contextual Relevance & UtilityThursday, December 8, 11 45
  46. 46. Success in Social Media is Contextual Relevance & Utility At ScaleThursday, December 8, 11 46
  47. 47. Success in Social Media is using the right mechanismThursday, December 8, 11 47
  48. 48. Success in Social Media is using the right mechanism + right audienceThursday, December 8, 11 48
  49. 49. Success in Social Media is using the right mechanism + right audience + right brand & productThursday, December 8, 11 49
  50. 50. Success in Social Media is using the right mechanism + right audience + right brand & productThursday, December 8, 11 50
  51. 51. Strategies for Success in Social MediaThursday, December 8, 11 51
  52. 52. Strategies for Success in Social Media (some with silly names)Thursday, December 8, 11 52
  53. 53. Strategies for Success in Social Media (like the Circle of Shiny)Thursday, December 8, 11 53
  54. 54. But before we begin thatThursday, December 8, 11 54
  55. 55. But before we begin that let’s talk about the toolsThursday, December 8, 11 55
  56. 56. But before we begin that let’s talk about the tools and why they matter.Thursday, December 8, 11 56
  57. 57. There are over 400 social media toolsThursday, December 8, 11 57
  58. 58. There are over 400 social media tools and growing.Thursday, December 8, 11 58
  59. 59. There are over 400 social media tools and growing. But most of them DON’T MATTER.Thursday, December 8, 11 59
  60. 60. There are 7 that do.Thursday, December 8, 11 60
  61. 61. There are 7 + 2 that may.Thursday, December 8, 11 61
  62. 62. There are 7 + 2 that may. They areThursday, December 8, 11 62
  63. 63. They are the 7Thursday, December 8, 11 63
  64. 64. They are the 7Thursday, December 8, 11 64
  65. 65. They are the 7Thursday, December 8, 11 65
  66. 66. They are the 7Thursday, December 8, 11 66
  67. 67. They are the 7Thursday, December 8, 11 67
  68. 68. They are the 7Thursday, December 8, 11 68
  69. 69. They are the 7Thursday, December 8, 11 69
  70. 70. They are the 7Thursday, December 8, 11 70
  71. 71. They are the 7 + 2Thursday, December 8, 11 71
  72. 72. They are the 7 + 2Thursday, December 8, 11 72
  73. 73. They are the 7 + 2Thursday, December 8, 11 73
  74. 74. They are the 7 + 2Thursday, December 8, 11 74
  75. 75. They are webThursday, December 8, 11 75
  76. 76. They are webThursday, December 8, 11 76
  77. 77. They are webThursday, December 8, 11 77
  78. 78. They are webThursday, December 8, 11 78
  79. 79. They are webThursday, December 8, 11 79
  80. 80. They are mobileThursday, December 8, 11 80
  81. 81. They are mobileThursday, December 8, 11 81
  82. 82. They are mobileThursday, December 8, 11 82
  83. 83. They are mobileThursday, December 8, 11 83
  84. 84. They are bothThursday, December 8, 11 84
  85. 85. They are bothThursday, December 8, 11 85
  86. 86. They are bothThursday, December 8, 11 86
  87. 87. They are phonesThursday, December 8, 11 87
  88. 88. smartphonesThursday, December 8, 11 88
  89. 89. smartphones are importantThursday, December 8, 11 89
  90. 90. back to the Social 7Thursday, December 8, 11 90
  91. 91. for example Social 7Thursday, December 8, 11 91
  92. 92. for example is likeThursday, December 8, 11 92
  93. 93. word of mouth is likeThursday, December 8, 11 93
  94. 94. word of mouth exceptThursday, December 8, 11 94
  95. 95. at scale exceptThursday, December 8, 11 95
  96. 96. Thursday, December 8, 11 96
  97. 97. How much scale?Thursday, December 8, 11 97
  98. 98. How much scale? 250 million tweetsThursday, December 8, 11 98
  99. 99. How much scale? 250 million tweets a day.Thursday, December 8, 11 99
  100. 100. Thursday, December 8, 11 100
  101. 101. is like a clubhouseThursday, December 8, 11 101
  102. 102. is like a clubhouse 800 million activeThursday, December 8, 11 102
  103. 103. is like a clubhouse 400 million dailyThursday, December 8, 11 103
  104. 104. is like a clubhouse 400 million daily with 130 friendsThursday, December 8, 11 104
  105. 105. Thursday, December 8, 11 105
  106. 106. is a TV networkThursday, December 8, 11 106
  107. 107. is a TV network with more videos per month than the top 3 TV networks made in the last 60 yearsThursday, December 8, 11 107
  108. 108. is a TV network with 3 billion views a dayThursday, December 8, 11 108
  109. 109. is a TV network with 400 million mobile views a dayThursday, December 8, 11 109
  110. 110. Thursday, December 8, 11 110
  111. 111. is a restaurant guideThursday, December 8, 11 111
  112. 112. is a restaurant guide with 22 million reviewsThursday, December 8, 11 112
  113. 113. is a restaurant guide with 22 million reviews trusted by 61 million diners a monthThursday, December 8, 11 113
  114. 114. Thursday, December 8, 11 114
  115. 115. Thursday, December 8, 11 115
  116. 116. Thursday, December 8, 11 116
  117. 117. The Social 7Thursday, December 8, 11 117
  118. 118. The Social 7 (+2)Thursday, December 8, 11 118
  119. 119. The Social 7 (+2)Thursday, December 8, 11 119
  120. 120. The Social 7 (+2)Thursday, December 8, 11 120
  121. 121. They matter.Thursday, December 8, 11 121
  122. 122. They matter.Thursday, December 8, 11 122
  123. 123. Great!Thursday, December 8, 11 123
  124. 124. Great! But what now?Thursday, December 8, 11 124
  125. 125. Five Strategies for Success But what now?Thursday, December 8, 11 125
  126. 126. Five Strategies for Success in Social MediaThursday, December 8, 11 126
  127. 127. Strategy #1 Brand Like CandyThursday, December 8, 11 127
  128. 128. Thursday, December 8, 11 128
  129. 129. Thursday, December 8, 11 129
  130. 130. (Looks delicious huh?)Thursday, December 8, 11 130
  131. 131. A good brand is a caricatureThursday, December 8, 11 131
  132. 132. A good brand has a personaThursday, December 8, 11 132
  133. 133. A good brand sets the stageThursday, December 8, 11 133
  134. 134. A good brand tells a storyThursday, December 8, 11 134
  135. 135. A good brand creates a cultureThursday, December 8, 11 135
  136. 136. A good brand is your MVP.Thursday, December 8, 11 136
  137. 137. Thursday, December 8, 11 137
  138. 138. Don’t Make Salads strategy #2Thursday, December 8, 11 138
  139. 139. Thursday, December 8, 11 139
  140. 140. Thursday, December 8, 11 140
  141. 141. Thursday, December 8, 11 141
  142. 142. Multiple Small Seeds vs. Single Large AudienceThursday, December 8, 11 142
  143. 143. Multiple Small Seeds vs. Single Large Audience Traditional Large CampaignThursday, December 8, 11 143
  144. 144. Multiple Small Seeds vs. Single Large Audience Traditional Large CampaignThursday, December 8, 11 144
  145. 145. Multiple Small Seeds vs. Single Large Audience Traditional Large CampaignThursday, December 8, 11 145
  146. 146. Multiple Small Seeds vs. Single Large Audience Stratified Granular Audience Traditional Large CampaignThursday, December 8, 11 146
  147. 147. Multiple Small Seeds vs. Single Large Audience Stratified Granular Audience Traditional Large CampaignThursday, December 8, 11 147
  148. 148. Multiple Small Seeds vs. Single Large Audience Stratified Granular Audience Traditional Large CampaignThursday, December 8, 11 148
  149. 149. Multiple Small Seeds vs. Single Large Audience Stratified Granular Audience Social Media Mechanism Traditional Large CampaignThursday, December 8, 11 149
  150. 150. Multiple Small Seeds vs. Single Large Audience Stratified Granular Audience Target Seeds Traditional Large CampaignThursday, December 8, 11 150
  151. 151. The Circle of Shiny strategy #3Thursday, December 8, 11 151
  152. 152. Seed AudienceThursday, December 8, 11 152
  153. 153. Seed AudienceThursday, December 8, 11 153
  154. 154. Seed Shiny AudienceThursday, December 8, 11 154
  155. 155. Seed Shiny Audience Firs t Lo okThursday, December 8, 11 155
  156. 156. Seed Shiny Audience Firs t Lo ok at ce re n G rie pe ExThursday, December 8, 11 156
  157. 157. Seed Shiny Audience Firs t Lo ok Ad at ce op re n tio G rie n pe ExThursday, December 8, 11 157
  158. 158. Seed Shiny Audience re ort & st, Sha Firs dca t Lo Broa Exp ok Ad at ce op re n tio G rie n pe ExThursday, December 8, 11 158
  159. 159. Seed Shiny Audience re ort & st, Sha Firs dca t Lo Broa Exp ok Ad at ce op re n tio G rie n pe Ex Social Media MechanismThursday, December 8, 11 159
  160. 160. Seed Shiny Audience re ort & st, Sha Firs dca t Lo Broa Exp ok Ad at ce op re n tio G rie n pe ExThursday, December 8, 11 160
  161. 161. New Shiny Audience re ort & st, Sha Firs dca t Lo Broa Exp ok Ad at ce op re n tio G rie n pe ExThursday, December 8, 11 161
  162. 162. Audience Shiny re ort & st, Sha Firs dca THE t Lo Broa CIRCLE OF Exp ok SHINY Ad at ce op re n tio G rie n pe ExThursday, December 8, 11 162
  163. 163. What’s your shiny?Thursday, December 8, 11 163
  164. 164. Be a Firefighter strategy #4Thursday, December 8, 11 164
  165. 165. Social Media is about PeopleThursday, December 8, 11 165
  166. 166. People are your consumersThursday, December 8, 11 166
  167. 167. People are your audienceThursday, December 8, 11 167
  168. 168. People are your criticsThursday, December 8, 11 168
  169. 169. People are your marketersThursday, December 8, 11 169
  170. 170. People are your pressThursday, December 8, 11 170
  171. 171. People are your business partnersThursday, December 8, 11 171
  172. 172. People are your fireThursday, December 8, 11 172
  173. 173. Thursday, December 8, 11 173
  174. 174. Thursday, December 8, 11 174
  175. 175. Fire is powerful identify & curateThursday, December 8, 11 175
  176. 176. The Big Sandwich strategy #5Thursday, December 8, 11 176
  177. 177. Critical Viral BuzzThursday, December 8, 11 177
  178. 178. Critical Viral BuzzThursday, December 8, 11 178
  179. 179. Broader Critical Major Audience Viral Press & Adoption Buzz ExposureThursday, December 8, 11 179
  180. 180. Targeted Grassroots SeedingThursday, December 8, 11 180
  181. 181. Key Influencers Targeted Grassroots SeedingThursday, December 8, 11 181
  182. 182. Key Influencers Blogger Press Targeted Grassroots SeedingThursday, December 8, 11 182
  183. 183. Key Influencers Blogger Press Local Press Targeted Grassroots SeedingThursday, December 8, 11 183
  184. 184. Key Influencers Blogger Press Critical Viral Buzz Local Press Targeted Grassroots SeedingThursday, December 8, 11 184
  185. 185. Key Influencers Blogger Press Broader Critical Major Audience Viral Press & Adoption Buzz Exposure Local Press Targeted Grassroots SeedingThursday, December 8, 11 185
  186. 186. Key Influencers Blogger Press Broader Critical Major Audience Viral Press & Adoption Buzz Exposure Local Press Targeted Grassroots SeedingThursday, December 8, 11 186
  187. 187. Social Media is Leverage.Thursday, December 8, 11 187
  188. 188. Does it work?Thursday, December 8, 11 188
  189. 189. Does it work? Prove itThursday, December 8, 11 189
  190. 190. 3 Case StudiesThursday, December 8, 11 190
  191. 191. Fatburger + 4Sq Case Study #1Thursday, December 8, 11 191
  192. 192. Thursday, December 8, 11 192
  193. 193. Fatburger’s Goals Drive Locals & Highlight OptionsThursday, December 8, 11 193
  194. 194. The Burger “Enlargement”Thursday, December 8, 11 194
  195. 195. Thursday, December 8, 11 195
  196. 196. Thursday, December 8, 11 196
  197. 197. Audience Shiny re ort & st, Sha Firs dca THE t Lo Broa CIRCLE OF Exp ok SHINY Ad at ce op re n tio G rie n pe ExThursday, December 8, 11 197
  198. 198. Shiny re ort & st, Sha Firs dca THE t Lo Broa CIRCLE OF Exp ok SHINY Ad at ce op re n tio G rie n pe ExThursday, December 8, 11 198
  199. 199. Shiny re ort & st, Sha Firs dca THE t Lo Broa CIRCLE OF Exp ok SHINY Ad at ce op re n tio G rie n pe ExThursday, December 8, 11 199
  200. 200. Shiny re ort & st, Sha Firs dca THE t Lo Broa CIRCLE OF Exp ok SHINY Ad at ce op re n tio G rie n pe ExThursday, December 8, 11 200
  201. 201. Shiny re ort & st, Sha Firs dca THE t Lo Broa CIRCLE OF Exp ok SHINY Ad at ce op re n tio G rie n pe ExThursday, December 8, 11 201
  202. 202. Key Influencers Blogger Press General Critical Major Audience Buzz Press Local Press Targeted Grassroots SeedingThursday, December 8, 11 202
  203. 203. Key Influencers Blogger Press General Critical Major Audience Buzz Press Local Press Targeted Grassroots SeedingThursday, December 8, 11 203
  204. 204. Key Influencers Blogger Press General Critical Major Audience Buzz Press Local Press Targeted Grassroots SeedingThursday, December 8, 11 204
  205. 205. Key Influencers Blogger Press General Critical Major Audience Buzz Press Local Press Targeted Grassroots SeedingThursday, December 8, 11 205
  206. 206. Thursday, December 8, 11 206
  207. 207. Thursday, December 8, 11 207
  208. 208. Thursday, December 8, 11 208
  209. 209. Key Influencers Blogger Press General Critical Major Audience Buzz Press Local Press Targeted Grassroots SeedingThursday, December 8, 11 209
  210. 210. Creating more shinyThursday, December 8, 11 210
  211. 211. Creating a storyThursday, December 8, 11 211
  212. 212. The Hypocrite BurgerThursday, December 8, 11 212
  213. 213. The Hypocrite BurgerThursday, December 8, 11 213
  214. 214. +Thursday, December 8, 11 214
  215. 215. +Thursday, December 8, 11 215
  216. 216. Thursday, December 8, 11 216
  217. 217. Key Influencers Blogger Press General Critical Major Audience Buzz Press Local Press Targeted Grassroots SeedingThursday, December 8, 11 217
  218. 218. Key Influencers Blogger Press General Critical Major Audience Buzz Press Local Press Targeted Grassroots SeedingThursday, December 8, 11 218
  219. 219. Results? Reinforced BrandThursday, December 8, 11 219
  220. 220. Results? Created AwarenessThursday, December 8, 11 220
  221. 221. Results? Drove LocalsThursday, December 8, 11 221
  222. 222. Ani.ME + Facebook Case Study #2Thursday, December 8, 11 222
  223. 223. Thursday, December 8, 11 223
  224. 224. Ani.ME Goals Establish Iconic Cultural BrandThursday, December 8, 11 224
  225. 225. Ani.ME Goals Reach Minimum Audience QuicklyThursday, December 8, 11 225
  226. 226. Thursday, December 8, 11 226
  227. 227. 100,000+ FansThursday, December 8, 11 227
  228. 228. 100,000+ Fans < 3 monthsThursday, December 8, 11 228
  229. 229. How?Thursday, December 8, 11 229
  230. 230. How? Iconic BrandThursday, December 8, 11 230
  231. 231. How? Iconic Brand + FB AdsThursday, December 8, 11 231
  232. 232. How? Iconic Brand + FB Ads + Targeted ContentThursday, December 8, 11 232
  233. 233. How? Iconic Brand + FB Ads + Targeted Content + Key CurationThursday, December 8, 11 233
  234. 234. Target SeedsThursday, December 8, 11 234
  235. 235. Target Seeds Seed AudienceThursday, December 8, 11 235
  236. 236. Target Seeds Seed AudienceThursday, December 8, 11 236
  237. 237. Seed AudienceThursday, December 8, 11 237
  238. 238. Seed Shiny AudienceThursday, December 8, 11 238
  239. 239. Seed Shiny AudienceThursday, December 8, 11 239
  240. 240. Seed Shiny Audience Firs t Lo okThursday, December 8, 11 240
  241. 241. Seed Shiny Audience Firs t Lo okThursday, December 8, 11 241
  242. 242. Seed Shiny Audience Firs t Lo ok at ce re n G rie pe ExThursday, December 8, 11 242
  243. 243. Seed Shiny Audience Firs t Lo ok at ce re n G rie pe ExThursday, December 8, 11 243
  244. 244. Seed Shiny Audience Firs t Lo ok Ad at ce op re n tio G rie n pe ExThursday, December 8, 11 244
  245. 245. Seed Shiny Audience re ort & st, Sha Firs dca t Lo Broa Exp ok Ad at ce op re n tio G rie n pe ExThursday, December 8, 11 245
  246. 246. Seed Shiny Audience re ort & st, Sha Firs dca t Lo Broa Exp ok Ad at ce op re n tio G rie n pe ExThursday, December 8, 11 246
  247. 247. New Shiny Audience re ort & st, Sha Firs dca t Lo Broa Exp ok Ad at ce op re n tio G rie n pe ExThursday, December 8, 11 247
  248. 248. The ResultThursday, December 8, 11 248
  249. 249. The Result ?Thursday, December 8, 11 249
  250. 250. Thursday, December 8, 11 250
  251. 251. What’s amazing?Thursday, December 8, 11 251
  252. 252. What’s amazing? 100,000+ fansThursday, December 8, 11 252
  253. 253. What’s amazing? 100,000+ fansThursday, December 8, 11 253
  254. 254. What’s amazing? < 3 monthsThursday, December 8, 11 254
  255. 255. What’s amazing? < 3 monthsThursday, December 8, 11 255
  256. 256. What’s amazing? $_ _ _ _. _ _ USDThursday, December 8, 11 256
  257. 257. What’s amazing? $_ _ _ _. _ _ USDThursday, December 8, 11 257
  258. 258. What’s amazing?Thursday, December 8, 11 258
  259. 259. What’s amazing? < 1% churnThursday, December 8, 11 259
  260. 260. Thursday, December 8, 11 260
  261. 261. Kogi + Twitter Case Study #3Thursday, December 8, 11 261
  262. 262. Why?Thursday, December 8, 11 262
  263. 263. Why? New BrandThursday, December 8, 11 263
  264. 264. Why? $2,000,000Thursday, December 8, 11 264
  265. 265. Why? $0 InvestmentThursday, December 8, 11 265
  266. 266. Using $0 MarketingThursday, December 8, 11 266
  267. 267. Using Social MediaThursday, December 8, 11 267
  268. 268. Using Word of MouthThursday, December 8, 11 268
  269. 269. Using Community CurationThursday, December 8, 11 269
  270. 270. Using Community CurationThursday, December 8, 11 270
  271. 271. CoolThursday, December 8, 11 271
  272. 272. Cool But what is Kogi?Thursday, December 8, 11 272
  273. 273. Kogi isThursday, December 8, 11 273
  274. 274. Thursday, December 8, 11 274
  275. 275. Thursday, December 8, 11 275
  276. 276. Only in Los AngelesThursday, December 8, 11 276
  277. 277. How?Thursday, December 8, 11 277
  278. 278. How? Create an IconThursday, December 8, 11 278
  279. 279. Thursday, December 8, 11 279
  280. 280. Target Seeds Traditional Large CampaignThursday, December 8, 11 280
  281. 281. Create The ShinyThursday, December 8, 11 281
  282. 282. Create Kogi KultureThursday, December 8, 11 282
  283. 283. Identify The MechanismThursday, December 8, 11 283
  284. 284. Identify ProblemsThursday, December 8, 11 284
  285. 285. Solve ProblemsThursday, December 8, 11 285
  286. 286. Solve With MechanismThursday, December 8, 11 286
  287. 287. Thursday, December 8, 11 287
  288. 288. Why? TwitterThursday, December 8, 11 288
  289. 289. Why? Mobile VenueThursday, December 8, 11 289
  290. 290. Why? Broadcast LocationThursday, December 8, 11 290
  291. 291. Why? Get FeedbackThursday, December 8, 11 291
  292. 292. Why? Connect CultureThursday, December 8, 11 292
  293. 293. Specifically?Thursday, December 8, 11 293
  294. 294. Thursday, December 8, 11 294
  295. 295. Thursday, December 8, 11 295
  296. 296. Thursday, December 8, 11 296
  297. 297. Thursday, December 8, 11 297
  298. 298. Kogi GoalsThursday, December 8, 11 298
  299. 299. Kogi Goals Establish Iconic BrandThursday, December 8, 11 299
  300. 300. Kogi Goals Establish Iconic Brand + CultureThursday, December 8, 11 300
  301. 301. Kogi Goals Establish Iconic Brand + Culture < NOT FAILThursday, December 8, 11 301
  302. 302. The ResultThursday, December 8, 11 302
  303. 303. The Result ?Thursday, December 8, 11 303
  304. 304. Thursday, December 8, 11 304
  305. 305. Thursday, December 8, 11 305
  306. 306. Thursday, December 8, 11 306
  307. 307. Thursday, December 8, 11 307
  308. 308. Thursday, December 8, 11 308
  309. 309. Thursday, December 8, 11 309
  310. 310. Thursday, December 8, 11 310
  311. 311. Thursday, December 8, 11 311
  312. 312. Thursday, December 8, 11 312
  313. 313. Thursday, December 8, 11 313
  314. 314. Thursday, December 8, 11 314
  315. 315. Thursday, December 8, 11 315
  316. 316. Thursday, December 8, 11 316
  317. 317. Thursday, December 8, 11 317
  318. 318. Thursday, December 8, 11 318
  319. 319. The SecretThursday, December 8, 11 319
  320. 320. The Secret to viral growthThursday, December 8, 11 320
  321. 321. The Secret to Social MediaThursday, December 8, 11 321
  322. 322. The Secret is the right toolThursday, December 8, 11 322
  323. 323. The Secret is the right tool to create utilityThursday, December 8, 11 323
  324. 324. The Secret is the right tool to create utility for your audienceThursday, December 8, 11 324
  325. 325. The Secret is the right tool to create utility for your audience for your brandThursday, December 8, 11 325
  326. 326. The Secret to Social MediaThursday, December 8, 11 326
  327. 327. The Secret is PerspectiveThursday, December 8, 11 327
  328. 328. The Secret is Perspective.Thursday, December 8, 11 328
  329. 329. Thursday, December 8, 11 329
  330. 330. PerspectiveThursday, December 8, 11 330
  331. 331. BrandThursday, December 8, 11 331
  332. 332. AudienceThursday, December 8, 11 332
  333. 333. CultureThursday, December 8, 11 333
  334. 334. Thursday, December 8, 11 334
  335. 335. What do you ?Thursday, December 8, 11 335
  336. 336. What do you ?Thursday, December 8, 11 336
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