Gavin Heaton
           Leads,
   Community and
     Social Media




         @servantofchaos
  www.servantofchaos.com
ww...
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?




                             ...
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/itty...
There was no context in
                 which the Cluetrain could be
                   brought within existing
         ...
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
   ...
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.ht...
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 techno...
New organisations emerging
to deal with the social, cultural
     and political changes




                              ...
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
This goes beyond the question of
   whether your company or brand
 "should have a website" or a "blog",
 but whether it is...
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...
ABC, the third commercial network
in the USA began broadcasting in
               1948




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




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




                               ...
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                       Us...
The Auchterlonie Effect



                          http://bit.ly/SoCoch
Branding gets personal




                                    The Auchterlonie Effect is the impetus that
               ...
Social capital
                  Liz




      Simon                 Stan



                 Gavin                 Kate

...
Social judgement
                  Liz                                                   Jye




      Simon              ...
As David Ogilvy says …




                         We sell – or else.




                              http://www.flickr...
Business-to-Business




                                                                                In B2B the value ...
Business-to-Consumer



                                              The value of what you have to
                      ...
Enterprise 1.0 Sales




                                                                       Enterprise 1.0 firms are
 ...
Convergence is Not About Technology




                                                                              75
h...
The Convergence of Markets




                                                                   Knowledge Workers are no...
The Convergence of Markets




                                                          The NEW B2C …
                   ...
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/3...
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          ...
Objectives




                                                                                      Objectives




      ...
Audience

           What do they want? What do they expect?
           What do they aspire to? What is unmet? What
      ...
Audience




                                                                                                             ...
Brand
Audience
           Product
                                   Creating a Listening Post
           Industry

      ...
Audience

                   Creating a Listening Post




                                                    Objectives
...
Audience

                   Creating a Listening Post




                                                    Objectives
...
Audience

                   Creating a Listening Post




                                                    Objectives
...
Audience

                   Creating a Listening Post




                                                    Objectives
...
Audience

                   Creating a Listening Post




                                                    Objectives
...
Audience


                                                Technorati
                                                  Se...
Audience

                   Creating a Listening Post




                                                    Objectives
...
Audience

                   Creating a Listening Post




                                                    Objectives
...
Audience

                   Creating a Listening Post




                                                    Objectives
...
Personas
Audience




                               Needs                Behaviours
                                     ...
Audience

                   Creating a Listening Post




                                                    Objectives
...
Audience                                                                                   “Snoop”
                       ...
Audience




                                                                 Who are your customers like?




           ...
Now that you know your audiences
                                                  in their pungent granularity, you
     ...
Use Your Listening Post to direct
             your approach to connection
Footprint




                                 ...
Who, What and Where



Footprint




            What is being said,
            how is it connected                      ...
Opportunities Present Themselves!



Footprint




                                                         Objectives



...
Content
Here you start to look at the structures of
storytelling that will bridge the gaps you have
identified in the earl...
How can you use P-L-A-Y to activate, surprise
       and delight your audiences?                                          ...
Capturing the joy - JK Wedding Dance




                                       http://www.youtube.com/watch?v=4-94JhLEiN0
Content




                             Objectives




    Measurement                                     Audience




C...
This is where your strategy becomes one of amplification rather than
Converse   shouting. In the two-way or polyphonic spa...
Converse




                                                                          Airforce Guide




                ...
Once we begin conversing – between the people behind the
                                                    brand and tho...
Commitment




                          http://www.servantofchaos.com/20
                          08/07/where-the-hell.h...
Commitment           Over 11 million views @
                     4:29 per view, 23 million
                     Google re...
Measurement




   For example, which audiences are
   important (or are influential) for your
   brand/product? Measure i...
But wait! This sounds like
 traditional marketing!
                                          Objectives




              ...
It’s how we deal with this




http://www.flickr.com/photos/philliecasablanca/2494647968/
By understanding social judgement

                  Liz                                                   Jye




      S...
F*ck Influencers




          Why do people share links or
          retweet on platforms like Twitter?
          What ty...
It’s not about influence it’s about trust




                       Every time we forward on a link, retweet a
          ...
Influence and clusters


                         When Stanford’s Eric Sun’s data was
                         clustered b...
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 ...
Ecosystem Touchpoints




YOU
Objectives




    Measurement                                  Audience




                         Share the
          ...
Questions?
Lead Generation, Community and Social Media
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Lead Generation, Community and Social Media

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Gavin Heaton's presentation on generating leads and connecting communities via social media from the MarketingNow conference (#mktgnow)

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Lead Generation, Community and Social Media

  1. 1. Gavin Heaton Leads, Community and Social Media @servantofchaos www.servantofchaos.com www.ageofconversation.com
  2. 2. People of earth … 2
  3. 3. A powerful global conversation has begun. 3
  4. 4. Through the Internet, people are discovering … 4
  5. 5. and inventing new ways to share relevant knowledge 5
  6. 6. … with blinding speed. 6
  7. 7. As a direct result, markets are getting smarter … 7
  8. 8. and getting smarter faster than most companies. 8
  9. 9. 1. Markets are conversations. 9
  10. 10. 2. Markets consist of human beings, not demographic sectors. 10
  11. 11. 12. There are no secrets. 11
  12. 12. 20. Companies need to realize their markets are often laughing. At them. 12
  13. 13. 26. Public Relations does not relate to the public. 13
  14. 14. 29. Elvis said it best: "We can't go on together with suspicious minds." 14
  15. 15. 36. Companies must ask themselves where their corporate cultures end. 15
  16. 16. 52. Paranoia kills conversation. 16
  17. 17. 60. Markets want to talk to companies 17
  18. 18. 67. As markets, as workers, we wonder why you're not listening … 18
  19. 19. You seem to be speaking a different language. 19
  20. 20. 68. The inflated self-important jargon you sling around … what's that got to do with us? 20
  21. 21. 69. Maybe you're impressing your investors. Maybe you're impressing Wall Street … 21
  22. 22. You're not impressing us. 22
  23. 23. 71. Your tired notions of "the market" make our eyes glaze over. 23
  24. 24. 72. We like this new marketplace much better. In fact, we are creating it. 24
  25. 25. 73. You're invited, but it's our world. Take your shoes off at the door. 25
  26. 26. 75. If you want us to talk to you, tell us something. Make it something interesting for a change. 26
  27. 27. 78. You want us to pay? 27
  28. 28. … We want you to pay attention. 28
  29. 29. 82. Your product broke. Why? 29
  30. 30. 84. We know some people from your company. They're pretty cool online … 30
  31. 31. Do you have any more like that you're hiding? Can they come out and play? 31
  32. 32. 87. We'd like it if you got what's going on here. That'd be real nice. 32
  33. 33. 89. We have real power and we know it. 33
  34. 34. 95. We are waking up and linking to each other. We are watching. But we are not waiting. 34
  35. 35. Ten years on the Cluetrain still sounds radical … http://www.flickr.com/photos/ittybittiesforyou/3501407487/
  36. 36. There was no context in which the Cluetrain could be brought within existing business practices http://www.flickr.com/photos/michaelsphotos/236286916/
  37. 37. Things have changed http://www.flickr.com/photos/philliecasablanca/2494647968/
  38. 38. 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/
  39. 39. Variety of platforms, technologies and devices
  40. 40. These are all available to people like you and me
  41. 41. What do these people look like? http://www.flickr.com/photos/fukagawa/860844783/
  42. 42. Where do they play? http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110517
  43. 43. And what do they do? http://www.businessweek.com/magazine/content/07_24/b4038405.htm
  44. 44. But are you local? http://www.flickr.com/photos/hyku/455406080/ http://www.forrester.com/Groundswell/profile_tool.html
  45. 45. So what do YOU do online? http://www.flickr.com/photos/3fold/437853495/
  46. 46. Why is this important?
  47. 47. Five Impacts of Social Media Experts coming under pressure from new voices who are early adopters of new technology 48
  48. 48. New organisations emerging to deal with the social, cultural and political changes 49
  49. 49. There is a struggle to revise the social and legal norms -- especially in relation to intellectual property 50
  50. 50. The concepts of identity and community are transformed http://darmano.typepad.com
  51. 51. New forms of language come into being
  52. 52. Educators are pressured to prepare their students for the newly emerging world
  53. 53. Elizabeth Eisenstein on the invention of the printing press
  54. 54. 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
  55. 55. Social networking sites now more popular than porn sites. Time, October 31, 2007 57
  56. 56. Increasingly networked but also individualised. 58
  57. 57. Individualism Community Independence Relationships Commercialism Authenticity Disconnect between how we “express ourselves” and what we “value” 59
  58. 58. ABC, the third commercial network in the USA began broadcasting in 1948 60
  59. 59. 3 Networks x 60 years x 365 days x 24 hours = 1.5 million hours programming 61
  60. 60. More than 1.5 million hours were uploaded to YouTube in the last 6 months 62
  61. 61. Over 9000 hours per day 200,000 3 minute videos For an audience <100 88% new/original 63
  62. 62. “Dunbar Number” http://en.wikipedia.org/wiki/Dunbar's_number 64
  63. 63. Only 18% of TV ad campaigns generate positive ROI -- Ad Age/Accenture 65
  64. 64. 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
  65. 65. The Auchterlonie Effect http://bit.ly/SoCoch
  66. 66. 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/
  67. 67. Social capital Liz Simon Stan Gavin Kate Trent Ian David http://www.flickr.com/photos/duchamp/90520897/
  68. 68. 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/
  69. 69. As David Ogilvy says … We sell – or else. http://www.flickr.com/photos/noodle/3312333622/
  70. 70. 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/
  71. 71. 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/
  72. 72. 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/
  73. 73. Convergence is Not About Technology 75 http://www.flickr.com/photos/bz3rk/3181201664/
  74. 74. 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/
  75. 75. 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
  76. 76. Self aggregating and self identifying http://www.flickr.com/photos/silvertje/484165708/
  77. 77. Social vs Professional collision http://www.flickr.com/photos/moneko/2751886073/
  78. 78. This is putting conversation at the heart of communications (public and private)
  79. 79. Because you are what you Google
  80. 80. Because everyone has a voice, sometimes the brand message that’s heard doesn’t belong to you
  81. 81. Does this mean that messaging is dead? http://www.flickr.com/photos/jeremybrooks/2360885389/
  82. 82. It means that messaging has to be more robust http://www.flickr.com/photos/kenleewrites/3559286463/
  83. 83. It also means that you have to plan strategically for good and bad scenarios
  84. 84. It means continuously defining and refining your strategy
  85. 85. CONTINUOUS DIGITAL STRATEGY Objectives Measurement Audience Commitment Footprint Converse Content http://bit.ly/SoCcds
  86. 86. 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/
  87. 87. 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/
  88. 88. 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/
  89. 89. 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/
  90. 90. Audience Creating a Listening Post Objectives Measurement Audience Commitment Footprint Converse Content http://search.twitter.com http://www.flickr.com/photos/89446022@N00/2057416586/
  91. 91. Audience Creating a Listening Post Objectives Measurement Audience Commitment Footprint Converse Content http://search.twitter.com http://www.flickr.com/photos/89446022@N00/2057416586/
  92. 92. Audience Creating a Listening Post Objectives Measurement Audience Commitment Footprint Converse Content http://brandtags.net http://www.flickr.com/photos/89446022@N00/2057416586/
  93. 93. Audience Creating a Listening Post Objectives Measurement Audience Commitment Footprint Converse Content http://brandtags.net http://www.flickr.com/photos/89446022@N00/2057416586/
  94. 94. Audience Creating a Listening Post Objectives Measurement Audience Commitment Footprint Converse Content http://brandtags.net http://www.flickr.com/photos/89446022@N00/2057416586/
  95. 95. 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/
  96. 96. Audience Creating a Listening Post Objectives Measurement Audience Commitment Footprint Converse Content http://google.com/reader http://www.flickr.com/photos/89446022@N00/2057416586/
  97. 97. Audience Creating a Listening Post Objectives Measurement Audience Commitment Footprint Converse Content http://pageflakes.com http://www.flickr.com/photos/89446022@N00/2057416586/
  98. 98. Audience Creating a Listening Post Objectives Measurement Audience Commitment Footprint Converse Content http://feedly.com http://www.flickr.com/photos/89446022@N00/2057416586/
  99. 99. Personas Audience Needs Behaviours Objectives Measurement Audience Attitudes Commitment Footprint Converse Content Risk averse http://www.flickr.com/photos/hortensia/190375624/
  100. 100. Audience Creating a Listening Post Objectives Measurement Audience Commitment Footprint Converse Content http://google.com/adplanner http://www.flickr.com/photos/89446022@N00/2057416586/
  101. 101. 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/
  102. 102. 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/
  103. 103. 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/
  104. 104. Use Your Listening Post to direct your approach to connection Footprint Objectives Measurement Audience Commitment Footprint Converse Content
  105. 105. 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
  106. 106. Opportunities Present Themselves! Footprint Objectives Measurement Audience Commitment Footprint Converse Content
  107. 107. 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
  108. 108. 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
  109. 109. Capturing the joy - JK Wedding Dance http://www.youtube.com/watch?v=4-94JhLEiN0
  110. 110. Content Objectives Measurement Audience Commitment Footprint Converse Content http://peoplebrowsr.com
  111. 111. 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
  112. 112. 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
  113. 113. 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
  114. 114. 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
  115. 115. Commitment Over 11 million views @ 4:29 per view, 23 million Google references http://tinyurl.com/socwhereismatt
  116. 116. 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.
  117. 117. But wait! This sounds like traditional marketing! Objectives Measurement Audience Commitment Footprint Converse Content http://bit.ly/SoCcds
  118. 118. It’s how we deal with this http://www.flickr.com/photos/philliecasablanca/2494647968/
  119. 119. 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/
  120. 120. 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
  121. 121. 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
  122. 122. 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/
  123. 123. This means that contagion is not about influence but about PARTICIPATION and therefore about TRUST
  124. 124. 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
  125. 125. Ecosystem Touchpoints YOU
  126. 126. Objectives Measurement Audience Share the message, own the Commitment destination Footprint Converse Content
  127. 127. Questions?
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