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Gavin Heaton's presentation from the ConnectNow conference in Sydney, Australia.

Gavin Heaton's presentation from the ConnectNow conference in Sydney, Australia.

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  • Full Name Full Name Comment goes here.
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  • Great images, strong messages...without using the word 'social' once. Interesting
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  • I read the Cluetrain Manifesto when I was in my first official marketing role. I had been “doing” marketing for years before this – building marketing plans according to the rules, following branding guidelines, keeping and enforcing the exclusion space around the logo to a consistent 36 points.But the Cluetrain was astounding not because of the challenge it presented to existing marketing - it was astounding because there was no CONTEXT in which it could brought within business practices. The conversations that we were having between the MD and the marketing department – and between the Board and the marketing department - went something like this:Me: “we need to re-do this website” Everyone else: “what’s a website?”
  • Things have changed – I used to talk about websites. Now I talk about blogs. Social media. But things have also remained the same. It’s about change.
  • Feel free to use the #cnow hash tag to share your thoughts – I’ll be checking back here from time to time
  • Coming back to this image – imagine if we had to manage all these connections between people the old fashioned way
  • Like this
  • Feel free to use the #cnow hash tag to share your thoughts – I’ll be checking back here from time to time
  • This is both an opportunity and a challenge – we are self aggregating.
  • Feel free to use the #cnow hash tag to share your thoughts – I’ll be checking back here from time to time
  • Now that you know your audiences in their pungent granularity, you now need to understand their behaviour. Where do they go? What do they do? Where to they spend time and why? This is about walking a mile or two in their shoes. But it also a chance to match the footprints of your brands/products. What overlaps? What doesn’t? Where are the opportunities. And where are the touchpoints that will become valuable as your project grows. You need to map out and understand the nuances of these as they will become launchpads for your conversations.
  • Are the people you listening to part of your audience? Do they constitute a new audience? Can they be disregarded?If you “listen” carefully, people will tell you the most amazing things!
  • Feel free to use the #cnow hash tag to share your thoughts – I’ll be checking back here from time to time

Connect Now Lead Gen+Community Connect Now Lead Gen+Community Presentation Transcript

  • LEADGENERATION
    COMMUNITY, ROI
    ANDOTHERGAMES
    OFCHANCE
    @servantofchaos
    www.servantofchaos.com
    www.ageofconversation.com
    http://www.flickr.com/photos/29487767@N02/4255026872/
  • 2
    People of earth …
  • 3
    A powerful global conversation has begun.
  • 4
    Through the Internet, people are discovering …
  • 5
    and inventing new ways to share relevant knowledge
  • 6
    … with blinding speed.
  • 7
    As a direct result, markets are getting smarter …
  • 8
    and getting smarter faster than most companies.
  • 9
    1. Markets are conversations.
  • 10
    2. Markets consist of human beings, not demographic sectors.
  • 11
    12. There are no secrets.
  • 12
    20. Companies need to realize their markets are often laughing. At them.
  • 13
    26. Public Relations does not relate to the public.
  • 14
    29. Elvis said it best: "We can't go on together with suspicious minds."
  • 15
    36. Companies must ask themselves where their corporate cultures end.
  • 16
    52. Paranoia kills conversation.
  • 17
    60. Markets want to talk to companies
  • 18
    67. As markets, as workers, we wonder why you're not listening …
  • 19
    You seem to be speaking a different language.
  • 20
    68. The inflated self-important jargon you sling around … what's that got to do with us?
  • 21
    69. Maybe you're impressing your investors. Maybe you're impressing Wall Street …
  • 22
    You're not impressing us.
  • 23
    71. Your tired notions of "the market" make our eyes glaze over.
  • 24
    72. We like this new marketplace much better. In fact, we are creating it.
  • 25
    73. You're invited, but it's our world. Take your shoes off at the door.
  • 26
    75. If you want us to talk to you, tell us something. Make it something interesting for a change.
  • 27
    78. You want us to pay?
  • 28
    … We want you to pay attention.
  • 29
    82. Your product broke. Why?
  • 30
    84. We know some people from your company. They're pretty cool online …
  • 31
    Do you have any more like that you're hiding? Can they come out and play?
  • 32
    87. We'd like it if you got what's going on here. That'd be real nice.
  • 33
    89. We have real power and we know it.
  • 34
    95. We are waking up and linking to each other. We are watching. But we are not waiting.
  • Ten years on the Cluetrain still sounds radical …
    http://www.flickr.com/photos/ittybittiesforyou/3501407487/
  • There was no context in which the Cluetrain could be brought within existing business practices
    http://www.flickr.com/photos/michaelsphotos/236286916/
  • Things have changed
    http://www.flickr.com/photos/philliecasablanca/2494647968/
  • Building leads, making connections
    What works
    How to sustain it
    What to expect
    The new B2C
    Frameworks for social communication
    The Auchterlonie Effect
    Continuous Digital Strategy
    Storytelling
    Influence
    Fat value
    http://www.flickr.com/photos/jyesmith/
  • Keeping up with Twitter - #cnow
    http://www.sapweb20.com/blog/powerpoint-twitter-tools/
  • Things have changed
    http://www.flickr.com/photos/philliecasablanca/2494647968/
  • http://www.flickr.com/photos/kitcowan/2103850699
  • What do these people look like?
    http://www.flickr.com/photos/fukagawa/860844783/
  • Where do they play?
    http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110517
  • And what do they do?
    http://www.businessweek.com/magazine/content/07_24/b4038405.htm
  • But are you local?
    http://www.forrester.com/Groundswell/profile_tool.html
    http://www.flickr.com/photos/hyku/455406080/
  • So what do YOU do online?
    http://www.flickr.com/photos/3fold/437853495/
  • Why is this important?
  • Five Impacts of Social Media
    48
    Experts coming under pressure from new voices who are early adopters of new technology
  • 49
    New organisations emerging to deal with the social, cultural and political changes
  • 50
    There is a struggle to revise the social and legal norms -- especially in relation to intellectual property
  • The concepts of identity and community are transformed
    http://darmano.typepad.com
  • New forms of language come into being
  • Educators are pressured to prepare their students for the newly emerging world
  • Elizabeth Eisenstein on the invention of the printing press
  • They don't just FACILITATE communication and interaction. They MEDIATE it.
    http://www.flickr.com/photos/23912576@N05/2962194797
  • This goes beyond the question of whether your company or brand "should have a website" or a "blog", but whether it is important for you to be part of the web of signification that creates the worlds that we live in.
    http://tinyurl.com/soc5impacts
  • 58
    Social networking sites now more popular than porn sites.
    Time, October 31, 2007
  • 59
    Increasingly networked but also individualised.
  • 60
    Individualism
    Independence
    Commercialism
    Community
    Relationships
    Authenticity
    Disconnect between how we “express ourselves” and what we “value”
  • 61
    ABC, the third commercial network in the USA began broadcasting in 1948
  • 62
    3 Networks x 60 years x 365 days x 24 hours
    =
    1.5 million hours programming
  • 63
    More than 1.5 million hours were uploaded to YouTube in the last 6 months
  • 64
    Over 9000 hours per day
    200,000 3 minute videos
    For an audience <100
    88% new/original
  • 65
    150
    “Dunbar Number”
    http://en.wikipedia.org/wiki/Dunbar's_number
  • Why choose “social” as part of your strategy?
    User generated context
    http://asiapacific.acnielsen.com/site/documents/TrustinAdvertisingOct07.pdf
  • How are we tracking? #cnow
    http://www.sapweb20.com/blog/powerpoint-twitter-tools/
  • The Auchterlonie Effect
    http://bit.ly/SoCoch
  • Branding gets personal
    The Auchterlonie Effect is the impetus that drives the ongoing story of YOUR personal engagement with the initial event – and it is, essentially, being able to bask in the reflected credibility of another.
    http://www.flickr.com/photos/duchamp/90520897/
  • Social capital
    Liz
    Stan
    Simon
    Gavin
    Kate
    Ian
    Trent
    David
    http://www.flickr.com/photos/duchamp/90520897/
  • Social judgement
    Liz
    Jye
    Stan
    Simon
    Leila
    Mark
    Gavin
    Kate
    Sally
    Kate
    Annik
    Steve
    Ian
    Trent
    Katie
    Zac
    David
    Nick
    http://www.flickr.com/photos/duchamp/90520897/
  • As David Ogilvy says …
    We sell – or else.
    http://www.flickr.com/photos/noodle/3312333622/
  • Business-to-Business
    In B2B the value of what you have to offer has few customers BUT they are willing to pay a premium.
    CustomSolutions
    Value and Effectiveness
    Complexity
    Volume
    Enterprise
    SME
    Consumer
    http://www.flickr.com/photos/bz3rk/3181201664/
  • Business-to-Consumer
    The value of what you have to offer has many customers BUT the margins are incremental .
    Mass prod / volume
    Value and Effectiveness
    Complexity
    Volume
    Enterprise
    SME
    Consumer
    http://www.flickr.com/photos/bz3rk/3181201664/
  • Enterprise 1.0 Sales
    Enterprise 1.0 firms are designed to service these two markets but they leave a gap in between.
    Mass prod / volume
    CustomSolutions
    Value and Effectiveness
    Complexity
    Volume
    Enterprise
    SME
    Consumer
    http://www.flickr.com/photos/bz3rk/3181201664/
  • The Convergence of Markets
    Knowledge Workers are no longer happy to leave their rich web experiences at home.
    B2C
    B2B
    Value and Effectiveness
    Complexity
    Volume
    Enterprise
    SME
    Consumer
    http://www.flickr.com/photos/bz3rk/3181201664/
  • The Convergence of Markets
    The NEW B2C …Brand-to-Community extends from the consumer space through the enterprise
    B2C
    B2B
    Br2Comm
    Value and Effectiveness
    Complexity
    Volume
    Enterprise
    SME
    Consumer
    http://www.flickr.com/photos/bz3rk/3181201664/
  • Self aggregating and self identifying
    http://www.flickr.com/photos/silvertje/484165708/
    http://www.flickr.com/photos/silvertje/484165708
  • Social vs Professional collision
    http://www.flickr.com/photos/moneko/2751886073/
  • This is putting conversation at the heart of communications (public and private)
  • Because you are what you Google
  • Because everyone has a voice, sometimes the brand message that’s heard doesn’t belong to you
  • Does this mean that messaging is dead?
    http://www.flickr.com/photos/jeremybrooks/2360885389/
  • It means that messaging has to be more robust
    http://www.flickr.com/photos/kenleewrites/3559286463/
  • I still do my core messaging
    I still work from a core message
    http://www.flickr.com/photos/eschipul/4239849264/
  • It also means that you have to plan strategically for good and bad scenarios
  • It means continuously defining and refining your strategy
  • CONTINUOUS DIGITAL STRATEGY
    http://bit.ly/SoCcds
  • Objectives
    Your insight process will have delivered you a challenge, and out of that you or your client will have laid out some objectives which need to be met. They may be “fluffy” objectives like “awareness” or “reach” or they may be harder – like “increasing sales 20%” or “200 new customers”.
    http://www.flickr.com/photos/firewarrior/180546142/
  • Audience
    What do they want? What do they expect? What do they aspire to? What is unmet? What do they look, smell and taste like? It’s time to get up close and personal with the folks who pay your bills!
    http://www.flickr.com/photos/anirudhkoul/3734369273/
  • Audience
    … if you’re engaging with the intent to hear and the intent to consider what those folks are telling you. That builds trust. It lets people know you’re paying attention and that you value their voice.  It’s not a promise of action, but it’s a demonstration of awareness.
    - Amber Naslund
    http://altitudebranding.com/2009/09/social-media-and-the-reality-of-control/
    http://www.flickr.com/photos/niclindh/1389750548/
  • Audience
    Creating a Listening Post
    http://www.flickr.com/photos/89446022@N00/2057416586/
  • Audience
    Creating a Listening Post
    http://search.twitter.com
    http://www.flickr.com/photos/89446022@N00/2057416586/
  • Audience
    Creating a Listening Post
    http://search.twitter.com
    http://www.flickr.com/photos/89446022@N00/2057416586/
  • Audience
    Creating a Listening Post
    http://brandtags.net
    http://www.flickr.com/photos/89446022@N00/2057416586/
  • Audience
    Creating a Listening Post
    http://brandtags.net
    http://www.flickr.com/photos/89446022@N00/2057416586/
  • Audience
    Creating a Listening Post
    http://brandtags.net
    http://www.flickr.com/photos/89446022@N00/2057416586/
  • Audience
    Listening with your Google ears
    PageFlakes
    Feedly
    http://www.flickr.com/photos/ozaking/3807417/
  • Audience
    Creating a Listening Post
    http://google.com/reader
    http://www.flickr.com/photos/89446022@N00/2057416586/
  • Audience
    Creating a Listening Post
    http://pageflakes.com
    http://www.flickr.com/photos/89446022@N00/2057416586/
  • Audience
    Creating a Listening Post
    http://feedly.com
    http://www.flickr.com/photos/89446022@N00/2057416586/
  • Personas
    Audience
    http://www.flickr.com/photos/hortensia/190375624/
  • Audience
    Creating a Listening Post
    http://google.com/adplanner
    http://www.flickr.com/photos/89446022@N00/2057416586/
  • “Snoop”by Sam Gosling
    Audience
    Openness
    Conscientiousness
    Extraversion
    Agreeableness
    Neuroticism
    “Another major finding from our research was that Web sites are extraordinarily good places to learn about people – perhaps the best of all places. Our site snooping yielded information that was at least as accurate as what we learned from the bedrooms, offices and music collections we studied …”
    http://www.flickr.com/photos/mtchm/199007552/
  • Audience
    Who are your customers like?
    “The easiest and most profitable growth will be achieved by adding additional customers very much like your current and most valuable customer.”
    - Robert H Bloom, former CEO Publicis
    http://www.flickr.com/photos/francois/3730247/
  • Keeping up with Twitter - #cnow
    http://www.sapweb20.com/blog/powerpoint-twitter-tools/
  • Now that you know your audiences in their pungent granularity, you now need to understand their behaviour.
    Footprint
    Where do they go? What do they do? Where to they spend time and why?
    This is about walking a mile or two in their shoes. But it also a chance to match the footprints of your brands/products. What overlaps? What doesn’t? Where are the opportunities. And where are the touchpoints that will become valuable as your project grows. You need to map out and understand the nuances of these as they will become launchpads for your conversations.
    http://www.flickr.com/photos/jamesjordan/2507637034/
  • Use Your Listening Post to direct your approach to connection
    Footprint
  • Who, What and Where
    Footprint
    What is being said, how is it connected and what is the velocity behind it?
  • Opportunities Present Themselves!
    Footprint
  • Content
    Here you start to look at the structures of storytelling that will bridge the gaps you have identified in the earlier steps. What can you do to emotionally engage and entertain?
    http://www.flickr.com/photos/fcpl/2275170913/
  • How can you use P-L-A-Y to activate, surprise and delight your audiences?
    Content
    P -- for Power
    Demanding of attention
    Testing limits (boundaries around behaviour, responsibility etc)
    Controlling the controllable
    Belonging
    L -- for learning and curiosity
    Skills development
    Negotiation
    A -- for adventure
    Exploring an ever changing world
    Actively making the world a better place
    Y -- the yelp of surprise and delight
    Recognition and reward
    Self expression
  • Content
    http://peoplebrowsr.com
  • Keeping up with Twitter - #cnow
    http://www.sapweb20.com/blog/powerpoint-twitter-tools/
  • This is where your strategy becomes one of amplification rather than shouting. In the two-way or polyphonic space of the web, your strategy needs to help you turn great content that YOU produce into great stories that others TELL on your behalf. 
    Converse
  • Converse
    Airforce Guide
    http://www.webinknow.com/2008/12/the-us-air-force-armed-with-social-media.html
  • Once we begin conversing – between the people behind the brand and those who consume it, a whole lot of human strangeness steps in. What happens if we like these people “over there” (on either side)? What are the rules of engagement? How do we get serious about progressing our relationship – moving from transactions to experience – and what does that take on both our parts to come to a mutual understanding?
    Commitment
    http://bit.ly/SoCcontext
    http://www.flickr.com/photos/eschipul/2371505523/
  • Measurement
    For example, which audiences are important (or are influential) for your brand/product? Measure it. How much time do they spend on the web and on which sites? Measure it. Which pieces of content will drive engagement (and which pieces need to change and evolve as your project grows)? Measure it. How far do your conversations echo across the web? Measure it. What are the intangibles – and what can be substantiated via research? Measure it.
  • http://www.ubervu.com
  • http://howsociable.com
  • But wait! This sounds like traditional marketing!
    http://bit.ly/SoCcds
  • It’s how we deal with this
    http://www.flickr.com/photos/philliecasablanca/2494647968/
  • By understanding social judgement
    Liz
    Jye
    Stan
    Simon
    Leila
    Mark
    Gavin
    Kate
    Sally
    Kate
    Annik
    Steve
    Ian
    Trent
    Katie
    Zac
    David
    Nick
    http://www.flickr.com/photos/duchamp/90520897/
  • F*ck Influencers
    Why do people share links or retweet on platforms like Twitter? What types of things do people share and for what benefit? How does how people see their networks affect their decisions on what to share?
    - Sean Howard, Craphammer
    http://www.craphammer.ca/2009/07/influencing-conversations.html
  • It’s not about influence it’s about trust
    Every time we forward on a link, retweet a message read on Twitter or any other type of social network interaction, we are CHOOSING to act. We are not just using our network of connections to FILTER the noise, we are using it to SHAPE our experience. It is a choice. And understanding this distinction places us in a context where STORYTELLING emerges as vitally important?
    http://www.servantofchaos.com/2009/08/its-not-about-influence---its-about-trust.html
  • Influence and clusters
    When Stanford’s Eric Sun’s data was clustered by activity it was shown that almost 75% of Fans of a particular Fan page sit within an initial grouping – that they are already connected. Importantly, the instigators account for about 15% of this cluster. That is, contagion starts not with one, but with multiple points of connection – indicating again that “influence” is more closely related to action – with “doing” or “participation” than “telling” and dispersion.
    http://videolectures.net/icwsm09_sun_gmctfnf/
  • This means that contagion is not about influence but about PARTICIPATION and therefore about TRUST
  • As you begin to execute on your strategy, you create multiple points of conversation across your business ecosystem – what can best be called your “digital footprint”. The more points of interaction that occur across your ecosystem create points of connection and exchanges of value. And as these are personal networks (not broadcast), there is a weighting – with one-to-one relationships the exchange involves trust and reputation. This is FAT VALUE.
    http://www.flickr.com/photos/jasohill/3928596822/
    http://www.servantofchaos.com/2009/09/branding-is-a-marathon.html
  • Ecosystem Touchpoints
    YOU
  • Share the message, own the destination
  • Questions?