Lead Generation, Community and Social Media

Gavin Heaton Leads, Community and Social Media @servantofchaos www.servantofchaos.com www.ageofconversation.com

People of earth … 2

A powerful global conversation has begun. 3

Through the Internet, people are discovering … 4

and inventing new ways to share relevant knowledge 5

… with blinding speed. 6

As a direct result, markets are getting smarter … 7

and getting smarter faster than most companies. 8

1. Markets are conversations. 9

2. Markets consist of human beings, not demographic sectors. 10

12. There are no secrets. 11

20. Companies need to realize their markets are often laughing. At them. 12

26. Public Relations does not relate to the public. 13

29. Elvis said it best: "We can't go on together with suspicious minds." 14

36. Companies must ask themselves where their corporate cultures end. 15

52. Paranoia kills conversation. 16

60. Markets want to talk to companies 17

67. As markets, as workers, we wonder why you're not listening … 18

You seem to be speaking a different language. 19

68. The inflated self-important jargon you sling around … what's that got to do with us? 20

69. Maybe you're impressing your investors. Maybe you're impressing Wall Street … 21

You're not impressing us. 22

71. Your tired notions of "the market" make our eyes glaze over. 23

72. We like this new marketplace much better. In fact, we are creating it. 24

73. You're invited, but it's our world. Take your shoes off at the door. 25

75. If you want us to talk to you, tell us something. Make it something interesting for a change. 26

78. You want us to pay? 27

… We want you to pay attention. 28

82. Your product broke. Why? 29

84. We know some people from your company. They're pretty cool online … 30

Do you have any more like that you're hiding? Can they come out and play? 31

87. We'd like it if you got what's going on here. That'd be real nice. 32

89. We have real power and we know it. 33

95. We are waking up and linking to each other. We are watching. But we are not waiting. 34

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/

Variety of platforms, technologies and devices

These are all available to people like you and me

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.flickr.com/photos/hyku/455406080/ http://www.forrester.com/Groundswell/profile_tool.html

So what do YOU do online? http://www.flickr.com/photos/3fold/437853495/

Why is this important?

Five Impacts of Social Media Experts coming under pressure from new voices who are early adopters of new technology 48

New organisations emerging to deal with the social, cultural and political changes 49

There is a struggle to revise the social and legal norms -- especially in relation to intellectual property 50

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

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

Social networking sites now more popular than porn sites. Time, October 31, 2007 57

Increasingly networked but also individualised. 58

Individualism Community Independence Relationships Commercialism Authenticity Disconnect between how we “express ourselves” and what we “value” 59

ABC, the third commercial network in the USA began broadcasting in 1948 60

3 Networks x 60 years x 365 days x 24 hours = 1.5 million hours programming 61

More than 1.5 million hours were uploaded to YouTube in the last 6 months 62

Over 9000 hours per day 200,000 3 minute videos For an audience <100 88% new/original 63

“Dunbar Number” http://en.wikipedia.org/wiki/Dunbar's_number 64

Only 18% of TV ad campaigns generate positive ROI -- Ad Age/Accenture 65

Why choose “social” as part of your strategy? User User User generated generated generated content filtering distribution User generated context 78% of respondents said they trusted - either completely or somewhat – the recommendation of other consumers - Nielsen, Trust in Advertising, 2007 http://asiapacific.acnielsen.com/site/documents/TrustinAdvertisingOct07.pdf

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 Simon Stan Gavin Kate Trent Ian David http://www.flickr.com/photos/duchamp/90520897/

Social judgement Liz Jye Simon Stan Mark Leila Gavin Kate Annik Steve Sally Kate Trent Ian Zac Katie 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. Value and Effectiveness Custom Solutions 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 . Value and Effectiveness Mass prod / volume Complexity Volume Enterprise SME Consumer 73 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. Value and Effectiveness Custom Mass prod / Solutions volume Complexity Volume Enterprise SME Consumer 74 http://www.flickr.com/photos/bz3rk/3181201664/

Convergence is Not About Technology 75 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. Value and Effectiveness B2B B2C Complexity Volume Enterprise SME Consumer 76 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 Value and Effectiveness B2B Br2Comm B2C Complexity Volume Enterprise SME Consumer 77

Self aggregating and self identifying 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/

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 Objectives Measurement Audience Commitment Footprint Converse Content http://bit.ly/SoCcds

Objectives Objectives Measurement Audience Your insight process will have delivered you a challenge, and out of that you or your client Commitment Footprint will have laid out some objectives which need to be met. They may be “fluffy” objectives like Converse Content “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! Objectives Measurement Audience Commitment Footprint Converse Content http://www.flickr.com/photos/anirudhkoul/3734369273/

Audience Objectives … if you’re engaging with the intent to Measurement Audience hear and the intent to consider what those folks are telling you. That builds trust. It lets people know you’re paying Commitment Footprint attention and that you value their voice. It’s not a promise of action, but Converse Content 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/

Brand Audience Product Creating a Listening Post Industry Key personnel Intent Objectives Measurement Audience Commitment Footprint Converse Content http://www.flickr.com/photos/89446022@N00/2057416586/

Audience Creating a Listening Post Objectives Measurement Audience Commitment Footprint Converse Content http://search.twitter.com http://www.flickr.com/photos/89446022@N00/2057416586/

Audience Creating a Listening Post Objectives Measurement Audience Commitment Footprint Converse Content http://brandtags.net http://www.flickr.com/photos/89446022@N00/2057416586/

Audience Technorati Search Listening with your Google ears Twitter Blog Search Search Objectives Google Google LinkedIn Measurement Audience Alerts Reader Answers Commitment Footprint Converse Content PageFlakes Feedly http://www.flickr.com/photos/ozaking/3807417/

Audience Creating a Listening Post Objectives Measurement Audience Commitment Footprint Converse Content http://google.com/reader http://www.flickr.com/photos/89446022@N00/2057416586/

Audience Creating a Listening Post Objectives Measurement Audience Commitment Footprint Converse Content http://pageflakes.com http://www.flickr.com/photos/89446022@N00/2057416586/

Audience Creating a Listening Post Objectives Measurement Audience Commitment Footprint Converse Content http://feedly.com http://www.flickr.com/photos/89446022@N00/2057416586/

Personas Audience Needs Behaviours Objectives Measurement Audience Attitudes Commitment Footprint Converse Content Risk averse http://www.flickr.com/photos/hortensia/190375624/

Audience Creating a Listening Post Objectives Measurement Audience Commitment Footprint Converse Content http://google.com/adplanner http://www.flickr.com/photos/89446022@N00/2057416586/

Audience “Snoop” by Sam Gosling Openness Conscientiousness Extraversion Agreeableness Neuroticism Objectives “Another major finding from our research was Measurement Audience that Web sites are extraordinarily good places to learn about people – perhaps the best of all Commitment Footprint places. Our site snooping yielded information that was at least as accurate as what we learned from the bedrooms, offices and music Converse Content 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/

Now that you know your audiences in their pungent granularity, you now need to understand their Footprint behaviour. Where do they go? What do they do? Where to they spend time and why? Objectives Measurement Audience This is about walking a mile or two in their shoes. Commitment Footprint 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 Converse Content 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 Objectives Measurement Audience Commitment Footprint Converse Content

Who, What and Where Footprint What is being said, how is it connected Objectives and what is the Measurement velocity behind it? Audience Commitment Footprint Converse Content

Opportunities Present Themselves! Footprint Objectives Measurement Audience Commitment Footprint Converse Content

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? Objectives Measurement Audience Commitment Footprint Converse Content

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 Objectives Skills development Measurement Audience Negotiation A -- for adventure Exploring an ever changing world Commitment Footprint Actively making the world a better place Y -- the yelp of surprise and delight Converse Content Recognition and reward Self expression

Capturing the joy - JK Wedding Dance http://www.youtube.com/watch?v=4-94JhLEiN0

Content Objectives Measurement Audience Commitment Footprint Converse Content http://peoplebrowsr.com

This is where your strategy becomes one of amplification rather than Converse 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. Objectives Measurement Audience Commitment Footprint Converse Content

Converse Airforce Guide Objectives Measurement Audience Commitment Footprint Converse Content 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 Commitment “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? Objectives Measurement Audience Commitment Footprint Converse Content http://www.flickr.com/photos/eschipul/2371505523/ http://bit.ly/SoCcontext

Commitment http://www.servantofchaos.com/20 08/07/where-the-hell.html More than 6.8 million student reviews of 1 million professors http://ratemyprofessors.com

Commitment Over 11 million views @ 4:29 per view, 23 million Google references http://tinyurl.com/socwhereismatt

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.

But wait! This sounds like traditional marketing! Objectives Measurement Audience Commitment Footprint Converse Content http://bit.ly/SoCcds

It’s how we deal with this http://www.flickr.com/photos/philliecasablanca/2494647968/

By understanding social judgement Liz Jye Simon Stan Mark Leila Gavin Kate Annik Steve Sally Kate Trent Ian Zac Katie 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

Objectives Measurement Audience Share the message, own the Commitment destination Footprint Converse Content

Questions?

Lead Generation, Community and Social Media

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Notes on slide 1

9 Favorites & 1 Group