The six layers of online engagement v. 3.0
Upcoming SlideShare
Loading in...5

The six layers of online engagement v. 3.0



Social Share Summit Rochester

Social Share Summit Rochester
October 26, 2011
Rochester Plaza Hotel



Total Views
Views on SlideShare
Embed Views



1 Embed 2 2


Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
Post Comment
Edit your comment

The six layers of online engagement v. 3.0 The six layers of online engagement v. 3.0 Presentation Transcript

  • Mark W.
  • Life used to be soSIMPLE
  • The world’s first layer ofONLINE ENGAGEMENT
  • How do I make more … with no budget…
  • …when people hate you?
  • DestroyYour Product.
  • 100 SalesLeads!
  • Employees Customers Your WebsiteProspects Local Stakeholders
  • (you)
  • Employees Customers Your WebsiteProspects Local Stakeholders
  • HOWcan get it anymore exciting???
  •  In 2010, world spent 9.3 billion hours on Facebook. That’s 1.1 million years. Largest seller of display advertising -- 770 billion page views per month. Facebook search tripled in two years 48% < 21 cite Facebook as primary news source. 750 million photos were uploaded onto Facebook … in one weekend. 150 years of YouTube videos are watched every day … through Facebook.
  • “Since we launched video last year, more than 45 million videoshave been uploaded to Facebook with approximately 100,000new videos added each day. “
  • The social layer is complete. It is Facebook.
  • Welcome to the new engagement layer.
  • In the technology lollapaloozaof the past decade, digital andsocial media are the warm-up headliner -- Christina “CK” Kerleyacts to the that is Mobile. - Christina “CK” Kerley
  • 5.4 1.7 Billion Billion Mobile Internet 4 77% Percent of the planetSource Intl Telecommunications Union
  • First screen access80%70%60%50%40%30%20%10%0% Egypt India South Ghana Kenya Nigeria Africa
  • Source Portio ResearchIn 2010 there were 7 TRILLION text messages
  • Mobile ad revenue25201510 5 0Gartner 2010 2011 2015
  • …42% click on mobile ads35% visit the advertiser’s site79 % of its largest online advertisersdo not have a mobile optimized site.
  • In 2010, 10 mm Japanese This is the mobile users began using a tap-and-go “mobile wallet”fastest example of technology adoption inHUMANHISTORY
  • If you want to access customers, MAKE IT MOBILE.
  • You had me atmobile.
  •  Smartphones enable a new revolution Smart-phones -- then glasses Optically layering new world over old Metaphor is “magic” “Silent movie” stage
  • Google Goggles (demo)
  • How does it change things?In almost every way! Communication Advertising Collaboration Education and training Work Entertainment Mash-up of all existing platforms
  • The AR layer changes everything AGAIN!
  • Internet + SocialLocation + MobileAugmented Reality
  • SIX Hours/day spent on WOW 200% Profits on Farmville versus Facebook 5 billionHours/year spent on online games by Americans
  • • Video gaming bigger than music sales• Bigger than movie ticket sales• Average gamer age is 32• 65% Americans play video games• > over 50 than under 18 are gamers• 40% are women
  • CONCLUSION?Humans are human.They LOVE to play games.It is theULTIMATECUSTOMERENGAGEMENT
  • Why not make the world a GAME?Why not make the BUSINESS world a GAME?
  •  Humans love to progress and earn status. Game dynamics can reward and influence behavior. Re-frame business behavior with game theory. The full potential of location. One and done deals are not enough. Engage.
  •  Appointment Influence and status Progression Communal discovery Reward
  •  Appointment  Rewarded for doing something at a time, place  “Happy Hour”  “ Farmville” is changing the lifecycle of people.
  •  American Express Like armor in a game Why not have customers gain levels and experience points?
  •  Completion rate on LinkedIn World of Warcraft is a full-time job. What if you go to a business site over and over, and unlock rewards.
  •  User groups -- Leverage network to uncover content/entertainment Groupon – Deals are not unlocked unless enough people sign up Digg or Empire Avenue – people forming communities to unlock the secrets
  •  Challenged customers to basketball themed game Gamers had to  take photos of themselves with players to complete tasks  Upload photos  Return the next week for the next round Results  33,000 participants  30% of them came back within seven days.
  •  Create an avatar for your every day chores Unlock points for strength, stamina, intellect and social while washing, ironing, attending birthdays Everything you tick off from your real world list earns points to help build a powerful virtual avatar to guide you through a quest.
  • This is your presentation ….
  • IMPLICATIONS Rate of change accelerates Connecting with customers will fragment along fault lines of each layer Unparalleled opportunity for connection + loyalty Bring lots of money  Different strategies for different layers  Creativity + High production values  Stream of content
  • Mark W. Schaefer Blog: Twitter: @markwschaefer Email : MSchaefer700@gmail.comTHANK YOU!
  • Is this a B2B marketing repellant?1) Customers are sick of being marketed to2) Why would somebody friend you?3) Have not seen any truly great case studies4) Successes judged by “likes?”
  • My AH-HA! social media moment