Making a Gabillion Dollars With Community Marketing...or something like that
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Slide 1. So, I’m here today to talk to you about a subject that is near and dear to my heart: “How to Make a Gabillion Dollars with Community Marketing…or something to that effect” And, truly, ...

Slide 1. So, I’m here today to talk to you about a subject that is near and dear to my heart: “How to Make a Gabillion Dollars with Community Marketing…or something to that effect” And, truly, it’s pretty simple…there really are…
Slide 2. …only 3 ways to make a gabillion dollars online. The first?
Slide 3. …duh…we all know it is…
Slide 4. …the obvious…PORN! Sex! Hubba hubba! …which is accompanied by its first cousin…
Slide 5. …spam…because you know you will need…
Slide 6. …a few of these in order to…
Slide 7. …get alot like this and the next thing you know you can…
Slide 8. …roll your own…
Slide 9. The second way to make that gabillion dollars, of course, is to…
Slide 10. …get extremely bloody lucky. I’ve known more than a few instances where people were in the…
Slide 11. right place at the
Slide 12. right time and ended up…
Slide 13. …striking it rich. These are those situations where we love to go back in time and examine exactly what it was that…munity have to do with making a gabillion dollars?
Slide 25. a whole lot. Because …
Slide 26. …customers have a whole lot of choice, and if you haven’t noticed, it’s getting easier and easier for them to…
Slide 27. …tune you out. In fact, doesn’t it seem that the harder you try to get a message across
Slide 28. the more likely it is that you are ignored? You may be producing the world’s coolest widget (and widget means something entirely different in this crowd), which, much like this sign is good for your customers, yet…they completely ignore it!
Slide 29. Do you wanna know why? Do you? Even if you don’t I’m going to tell you (I have the stage)…It’s because…
Slide 30. they don’t care what you have to say, sell or even give away. No they don’t. People don’t listen to ads, salespeople or important messages anymore. People don’t listen to YOU because they are too busy…
Slide 31. listening to their friends! The people they TRUST! The people they care about!
Slide 32. this is not news. The majority of our buying decisions have always been through word of mouth. This hasn’t changed. What HAS changed is that, thanks to the proliferation of online communities…
Slide 33. …our networks have gotten bigger. Which means that we have more options for getting recommendations. This is a screenshot of my ‘Friend Wheel’ from Facebook. As of this day, I have over 900 friends on Facebook. A portion of them I only actually know online and some of them, of course, have more influence over decisions I make than others. But what is important to note here is that even the most distant “friend” on one of these networks has more influence over my buying decisions than any ad or salesperson I encounter.
Slide 34. It isn’t just me or the digerati or the “next generation”, there is significant online growth in all segments of the market.
Slide 35. Just to put this all into perspective for you, this year Forrester Research found that only 13% of consumers say they buy products because of their ads. Contrast that to 60% of small business owners in North America that say they use peer recommendations to make their buying decisions and over 70% of 18-35 year olds who report the same for their media purchases. With every new social network, the penetration deepens. People are getting savvier and savvier. Their bullshit compass is well-tuned. They don’t want a pretty picture, they want to have the FULL picture.
Slide 36. Now, as a word of caution…some companies have gotten smart to this phenomenon and started to join these social networks themselves…not as people, but as companies and characters and as sales. Which leads to a reaction something like this…
Slide 37. Companies like Pay-Per-Post, who cater to clients who want to tap into Social Networks and the power of blogging, think they will influence others through word of mouth, but they have it dead wrong.
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Making a Gabillion Dollars With Community Marketing...or something like that Presentation Transcript

  • 1. How to Make a Gabillion Dollars With Community Marketing ...or something to that effect by tara ‘missrogue’ hunt citizen agency
  • 2. #1. duh.
  • 3. another way to make a gabillion dollars online is to...
  • 4. right place.
  • 5. right time.
  • 6. dumb luck.
  • 7. they didn’t have a clue.
  • 8. it was a little side project to impress a girl.
  • 9. she hired her cousin who was a college drop-out to do the marketing.
  • 10. the little bastards got lucky.
  • 11. it’s all TechCrunch’s fault
  • 12. we build communities.
  • 13. a bunch.
  • 14. customers have a whole lot of choice
  • 15. do you wanna know why?
  • 16. they don’t care what you have to say, sell or even give away
  • 17. the majority of the buying decisions we make is through word of mouth
  • 18. i’m not that unique
  • 19. “there are three kinds of lies: lies, damned lies, and statistics” Mark Twain
  • 20. SOCIAL CAPITAL
  • 21. does not act the same way as currency.
  • 22. Connections + Time = Trust = The basis of SOCIAL CAPITAL
  • 23. credibility matters
  • 24. without SOCIAL CAPITAL
  • 25. influencer
  • 26. [someone with heaps and heaps of social capital]
  • 27. it’s really as simple as that
  • 28. trust
  • 29. 5 sure-fire steps to transform yourself from a...
  • 30. into a
  • 31. [and maybe even an influencer]
  • 32. loyalty
  • 33. word of mouth
  • 34. 5 sure-fire steps to transform yourself from a...
  • 35. into a
  • 36. #1. turn that bullhorn inwards
  • 37. impersonal
  • 38. INreach
  • 39. #2. become part of the community you serve
  • 40. who is it that you serve?
  • 41. what problem are you solving?
  • 42. for whom?
  • 43. join them!
  • 44. why would they give a damn?
  • 45. differentiate now
  • 46. some people may even give a damn.
  • 47. give a damn yourself
  • 48. customer satisfaction is your best marketing tool
  • 49. #3. create amazing experiences
  • 50. design for maximum happiness
  • 51. ma.gnolia’s
  • 52. #4. embrace the chaos
  • 53. what about blueprints?
  • 54. foundation
  • 55. 1. Stop moving and look around you until you see everything clearly. 2. Transfer the knowledge. 3. Every time you feel anxiety, acknowledge it. 4. Define your own measure of success. 5. Get outside of your personal circle. 6. Realize that everything is out of your control anyway. 7. Have patience.
  • 56. the last sure-fire step
  • 57. whuffie?
  • 58. SOCIAL CAPITAL
  • 59. I don’t think that “fictional” future is too far off...
  • 60. trust.
  • 61. the gift economy
  • 62. the more you give away, the more Social Capital you gain
  • 63. Social Capital is only valuable as it circulates
  • 64. what can you give away that won’t leave you broke?
  • 65. #5. find your higher purpose.
  • 66. you just have to find a way to give back to the community
  • 67. the more you give, the more that comes back
  • 68. “nerd values”
  • 69. “doing well by doing good”
  • 70. “We don't think of ourselves as do-gooders or altruists. It's just that somehow we're trying our best to be run with some sense of moral compass even in a business environment that is growing.” Craig Newmark, founder, Craigslist (SFGate 2004]
  • 71. what can you give away that won’t leave you broke?
  • 72. co-opetition
  • 73. www.avantgame.com/projects.htm
  • 74. • democratize tools • open up • build bridges • spread love • value something bigger
  • 75. social capital [aka whuffie]
  • 76. 5 sure-fire steps to transform yourself from a...
  • 77. into a
  • 78. 1. Turn that bullhorn inwards 2. Become part of the community you serve 3. Create amazing experiences for your customers 4. Embrace the chaos 5. Find your higher purpose
  • 79. p.s. the competition is fierce there, too. ;)
  • 80. licensing: http://www.slideshare.net/missrogue
  • 81. about those rockin’ images: • Many are from iStockphoto.com (totally cool site) except for: • kid superhero: http://www.flickr.com/photos/wiseacre/153532248/ • laughing girls: http://www.flickr.com/photos/60852569@N00/242746787/ • kissing couple: http://www.flickr.com/photos/teointarifa/490408075/ • joyous woman: http://www.flickr.com/photos/lugolounge/6780004/ • purple cow: http://www.flickr.com/photos/foxicat/13446472/ • listen graffiti: http://www.flickr.com/photos/striatic/133146861/ • conehead puppy: http://www.flickr.com/photos/klapow/39693385/ • holocaust wall: http://www.flickr.com/photos/b-tal/179390300/ • barcampblock shot: http://flickr.com/photos/daveandsima/1166482591/ • nerd finger: http://flickr.com/photos/bayat/7491311/ • snowflakes: http://www.flickr.com/photos/tin-g/90143310/ • a screenshot of my friendwheel: http://apps.facebook.com/friendwheel • and the logos & screengrabs I stole from all of the respective sites...
  • 82. some references • Craig Newmark Quote: http://sfgate.com/cgi-bin/article.cgi?f=/c/a/ 2004/08/15/NEWMARK.TMP • Avant Game: http://www.avantgame.com • Cruel 2 B Kind: http://www.cruelgame.com • Microformats: http://www.microformats.org • OpenID: http://www.openid.net • Creative Commons: http://www.creativecommons.org • BarCamp: http://barcamp.org • Coworking: http://coworking.info • Ma.gnolia: http://ma.gnolia.com • API (Application Programming Interface): http://en.wikipedia.org/wiki/API • Friend Wheel: http://apps.facebook.com/friendwheel • Great internet stats: http://pewinternet.org • Whuffie: http://en.wikipedia.org/wiki/Whuffie • Porn addiction recovery: http://www.no-porn.com/
  • 83. Tara Hunt tara@citizenagency.com 415.694.1951 skype: tarahunt747 www.citizenagency.com www.horsepigcow.com