Affinitas Ex Machina


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Business & Social Networking - How do we combine/convert online social tools with/to face-2-face events/meetings?
David Flint, Founder –
Main Twitter: techvenue
Chicago Twitter Event Updates: chicagotv

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Affinitas Ex Machina

  1. 1. Business & Social Networking “Affinitas Ex Machina” "How do we combine/convert online social tools with/to face-2-face events/meetings?" David Flint, Founder – [email_address]
  2. 2. SN Playing Field: cRoWdEd... 1
  3. 3. Marketing/PR: Know Thyself <ul><li>Individually, Organizationally, Online, Events, etc. </li></ul><ul><li>Brand </li></ul><ul><li>Differentiation – Audience + Value Proposition </li></ul><ul><li>Identification - Audience </li></ul><ul><li>Orientation – Angle, Future direction? </li></ul><ul><li>Classification - Vertical Market, Age, Vocation </li></ul><ul><li>“ Funification” – How “Fun” and easy are you, your service, events? </li></ul>2
  4. 4. Purpose of Networks? Networks exist to foster self-help, to exchange information, to change society, improve productivity and work life, and to share resources. They are structured to transmit information in a way that is quicker , more high touch , and more energy- efficient than any other process we know. -John Naisbitt, Author, MEGATRENDS 3
  5. 5. What Networking Is: - Sharing of knowledge and contacts - Getting the help you need when you need it - Getting more done with less effort - Building relationships before you need them - Helping others Darling, Diane. Networking Survival Guide: Get the Success You Want by Tapping into the People You Know. Blacklick, OH, USA: McGraw-Hill Companies, The, 2003. p 16. 4
  6. 6. What Networking Is Not: - A one-way relationship - Selling anything - Getting a job - Receiving a donation - Securing funding - Schmoozing (All take, little or no give, or wasting time)‏ Think – RELATIONSHIPS (audience) & VALUE. 5
  7. 7. Relationship Definitions (?)‏ Let's Get Definitions Out of the Way: - Definition of &quot;Friend&quot; (morphing in the online world - watered down?)‏ &quot;A person whom one knows, likes, and trusts.&quot; Ancient: &quot;to like, love, be friendly to.&quot; - Definition of &quot;Acquaintance&quot; &quot;A person whom one knows slightly&quot; &quot;Knowledge of a person acquired by a relationship less intimate than friendship.&quot; Ancient: &quot;to scrutinize&quot; - &quot;Follower&quot; ...well, different name, same game? What's next, Disciple? Take Away Thought: Do we define relationships and value in real world meetings this way in our minds? Should we then always do so online? 6
  8. 8. Your “Screenplay” Screenwriting - The Art, Craft, and Business of Film and Television Writing Richard Walter, Professor and Screenwriting faculty chairman at UCLA - Overall - making the whole thing work from online to offline is akin to designing and producing a screenplay – storyboard action (online) to real live actors. - Online social networking can play the part of the storyboard and/or &quot;movie trailer&quot; so people can get a taste of how fulfilling the whole enchilada will be... - Like it or not, if you're an event producer at any level, you are a producer - producing something real from something that is communicated virtually and connecting the dots in between to the real world. Aristotle on communication - with and among people/audiences requires 3 things: 1) Source 2) Message 3) Receiver 7
  9. 9. Boring or Naughty? &quot;Screenwriter's lone unbreakable rule: Don't be boring.&quot; p. 19 Introducing Screenwriter's Seven (7) Naughty Words: 1) Entertainment - &quot;to occupy and entertain a notion&quot;. 2) Commercialism - &quot;Commerce&quot; - to communicate physically. 3) Voyeurism - What would we do without &quot;Lurkers&quot;? 4) Contrivance - &quot;What is more disjointed, manipulated and arranged than film?&quot; - How 'bout the Internet? 5) Exploitation - &quot;Exploit&quot; - to make the most of... 6) &quot;Hollywood&quot; - Gotta like bright, brash, brassy, attention-craving spectacles, crisp, crazy dialogue, flashy effects...&quot; 7) Audience - &quot;A movie without an audience has the same effect as a movie that does not exist.&quot; 8
  10. 10. Audience Is King. Character Introductions Please... Offline ↔ Online Dress appropriately for the occasion ↔ profile picture / overall site Introduce yourself and shake hands (firm) ↔ solid & clear info, not vague Smile & look the person in the eye ↔ profile pictures, focus on audience Seem approachable ↔ style of page you build, participation factors Choose approach wisely ↔ acquaintance, friend, follower, editor, etc. Initiate &quot;Small Talk&quot; ↔ Your audience is smarter than you, facilitate it! 9
  11. 11. Online Human Factors - Trust Factors - Participation level rewards - Value Factors – Incremental benefit, or functional, helpful, real benefit? - Expectation level factors Over time, performance levels will be expected to increase, free online services and associated events will hit a break-even point and beyond... Free Lunch? - Not if you really want to eat what you like... Users: &quot;Sometimes you don't get what you don't pay for...&quot; Producers: &quot;Sometimes you don't provide what you don't pay for...“ We all gotta eat lunch – so we all gotta pay for it somehow… 10
  12. 12. Growing Relationships <ul><li>1) Attract / Engage </li></ul><ul><li>2) Initial Encounter / Engagement </li></ul><ul><li>3) Repeat Visit </li></ul><ul><li>4) Newbie </li></ul><ul><li>5) Broaden & Deepen </li></ul><ul><li>6) Mature & Comfortable </li></ul>11
  13. 13. “ Close Encounters vs. Heisman Trophy” Different Levels of Involvement: Being Online – (Ex. Webinar) Being There Being at the front of the room Being a volunteer Being a speaker Being a sponsor Being a producer Take Away Point: Think about connecting these levels of involvement with people's proven online involvement in your networks, blogs, etc. with appropriate offers for offline participation. ( Camp Wiki's are EXCELLENT examples of this!)‏ 12
  14. 14. Close Encounters: “ E 3T Model” via Google Analytics Evangelist: Avinash Kaushik <ul><li>E ngage – “Stickiness” </li></ul><ul><ul><li>Screen site (& event) attractive & well planned? </li></ul></ul><ul><ul><li>Information useful, updated, easy to understand? </li></ul></ul><ul><ul><li>Any engagement barriers? </li></ul></ul><ul><ul><ul><li>Long Forms/Lines/pReSeNtAtIoNs………. </li></ul></ul></ul><ul><ul><ul><li>“ Class” System, “Members Only”, Clubbish? </li></ul></ul></ul><ul><ul><ul><li>Cliques, favoritism, “one-uppism” = High Schoolish. </li></ul></ul></ul>13
  15. 15. Close Encounters: “ E 3 T Model” via Google Analytics Evangelist: Avinash Kaushik <ul><li>E mpower </li></ul><ul><ul><li>Give ‘em what they came for </li></ul></ul><ul><ul><ul><li>Ex. Flickr – can search/see photos w/o signing up </li></ul></ul></ul><ul><ul><li>How do you deliver the payoff? </li></ul></ul><ul><ul><li>Make obvious what user can do to get results </li></ul></ul>14
  16. 16. Close Encounters: “ E 3 T Model” via Google Analytics Evangelist: Avinash Kaushik <ul><li>E ase </li></ul><ul><ul><li>Avoid “Corporate-Speak” and jargon </li></ul></ul><ul><ul><li>Ensure all links and destinations are clear & clickable </li></ul></ul><ul><ul><li>Don’t go to new page unless breadcrumbs available </li></ul></ul><ul><ul><li>Usability testing – even informal </li></ul></ul>15
  17. 17. Close Encounters: “ E3 T Model” via Google Analytics Evangelist: Avinash Kaushik <ul><li>T rust </li></ul><ul><ul><li>Competence </li></ul></ul><ul><ul><ul><li>Obvious you think things through </li></ul></ul></ul><ul><ul><li>Predictability </li></ul></ul><ul><ul><ul><li>Integrated Marketing (Ex. Logos, Signs, Monikers…)‏ </li></ul></ul></ul><ul><ul><ul><li>Online and offline markers – the same. </li></ul></ul></ul><ul><ul><li>Benevolence </li></ul></ul><ul><ul><ul><li>Customers best interest is clear ( Don’t forget the kids!) </li></ul></ul></ul><ul><ul><li>Honesty </li></ul></ul>16
  18. 18. Cross/over/pollination It Takes All Types: “ I’m a networking jUnKiE!!! - Booya! - Lookameeee! - I Love You Man! ▼ “It's still important to remember that to be EFFECTIVELY plugged in to your industry & market, you need to also attend workshops, seminars & conferences.” ▼ &quot;Conferences aren't about the sessions, the talks, or the demos, and it doesn't really matter if you attend the vendor exhibition. Conferences are all about the breaks, the dinners, the bar at the conference hotel after the day's done.&quot; ▼ &quot;You could attend the social facets of a conference, you probably don't even need to pay for the conference at all...&quot; ▼ &quot;A highly 'networked' professional could connect with anyone they want anyway...&quot; ▼ “I don’t like people.” 17
  19. 19. Who's Right? No one opinion is &quot;right&quot; - only a best fit for different individuals... Which Are You? What Are You? Who Are You? What Do You Need? Now – Ask The Same of Your Audiences . Value You 18
  20. 20. Business & Social Networking “Affinitas Ex Machina” Thank You! Questions/Discussion? David Flint, Founder – [email_address] 19