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Social Networking to Social Niche-working

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In today’s online world, most people and brands are consumed with thoughts of hitting a “critical mass.” As time goes on, it’s the “credible mass” that will be the most powerful. Drew Hawkins and Julia Cantor walk through primary research and firsthand experience with online platforms such as Pinterest, Untapped, Instagram, Path and much more.

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Social Networking to Social Niche-working

  1. 1. FUEL INNOVATION:April 12 6:00-9:00pm @engauge #fuelinnovation
  2. 2. Social Networking to Social Niche-working How to make sense of it allFUEL INNOVATION: Social Networking to Social Niche-working
  3. 3. Drew Hawkins social engagement manager Julia Cantor sr. digital publicist@drewhawkins #fuelinnovation @juliacantor
  4. 4. thanks for coming@drewhawkins #fuelinnovation @juliacantor
  5. 5. Agenda: 1. content explosion 2. finding a niche 3. what’s next@drewhawkins #fuelinnovation @juliacantor
  6. 6. Social media 1.0@drewhawkins #fuelinnovation @juliacantor
  7. 7. Social media 1.0 connections@drewhawkins #fuelinnovation @juliacantor
  8. 8. Social media 1.0 connections content creation@drewhawkins #fuelinnovation @juliacantor
  9. 9. the problem? everyone is a content creator@drewhawkins #fuelinnovation @juliacantor
  10. 10. that’s a problem? yes. we’ve reached information overload@drewhawkins #fuelinnovation @juliacantor
  11. 11. users upload nearly 8 years of video every day. users write 500 thousand blog posts every day. users share 250 million photos every day. users send 233 million tweets every day. users share 40 million posts every day. users share 864 thousand photos every day.@drewhawkins #fuelinnovation @juliacantor
  12. 12. so what do consumers need?@drewhawkins #fuelinnovation @juliacantor
  13. 13. so what do consumers need? control@drewhawkins #fuelinnovation @juliacantor
  14. 14. The Life Cycle of Content content creation@drewhawkins #fuelinnovation @juliacantor
  15. 15. The Life Cycle of Content content creation@drewhawkins #fuelinnovation @juliacantor
  16. 16. The Life Cycle of Content content sharing@drewhawkins #fuelinnovation @juliacantor
  17. 17. The Life Cycle of Content content curation@drewhawkins #fuelinnovation @juliacantor
  18. 18. The Life Cycle of Content content curation@drewhawkins #fuelinnovation @juliacantor
  19. 19. The Life Cycle of Content content curation@drewhawkins #fuelinnovation @juliacantor
  20. 20. Curation Platforms@drewhawkins #fuelinnovation @juliacantor
  21. 21. Curation Platforms we’re moving away from a mindset of reaching “critical mass” and towards one of “credible mass.”@drewhawkins #fuelinnovation @juliacantor
  22. 22. Why Curate?@drewhawkins #fuelinnovation @juliacantor
  23. 23. Why Curate? curation is a research tool to get to know your customer@drewhawkins #fuelinnovation @juliacantor
  24. 24. Why Curate? curation is a research tool to get to know your customer social listening opportunity@drewhawkins #fuelinnovation @juliacantor
  25. 25. Why Curate? curation is a research tool to get to know your customer social listening opportunity establish authority over a niche topic@drewhawkins #fuelinnovation @juliacantor
  26. 26. Where to curate?@drewhawkins #fuelinnovation @juliacantor
  27. 27. sure it’s popular...but why care?@drewhawkins #fuelinnovation @juliacantor
  28. 28. “Essentially, Pinterest excels at something that’s very hard to do on the web - help people discover new things.” -CNN Money@drewhawkins #fuelinnovation @juliacantor
  29. 29. Drives purchase intent 21% of Pinterest users surveyed said they’ve actually bought an item from Pinterest source: TheNextWeb@drewhawkins #fuelinnovation @juliacantor
  30. 30. my wife’s style board a story about purchase intent source: TheNextWeb@drewhawkins #fuelinnovation @juliacantor
  31. 31. my wife’s style board a story about purchase intent source: TheNextWeb@drewhawkins #fuelinnovation @juliacantor
  32. 32. my wife’s style board a story about purchase intent source: TheNextWeb@drewhawkins #fuelinnovation @juliacantor
  33. 33. Builds niche communities@drewhawkins #fuelinnovation @juliacantor
  34. 34. Networks -> interests segues users from curation based on networks to curation based on interest@drewhawkins #fuelinnovation @juliacantor
  35. 35. Agenda: 1. content explosion 2. finding a niche 3. what’s next@drewhawkins #fuelinnovation @juliacantor
  36. 36. niche [nich] n. 1. a place or position suitable or appropriate for a person or thing. 2. a distinct segment of the market@drewhawkins #fuelinnovation @juliacantor
  37. 37. Niche platforms@drewhawkins #fuelinnovation @juliacantor
  38. 38. Niche platforms untappd@drewhawkins #fuelinnovation @juliacantor
  39. 39. Niche platforms runkeeper@drewhawkins #fuelinnovation @juliacantor
  40. 40. Niche platforms path@drewhawkins #fuelinnovation @juliacantor
  41. 41. Niche platforms foodspotting@drewhawkins #fuelinnovation @juliacantor
  42. 42. Niche communities can form around anything.@drewhawkins #fuelinnovation @juliacantor
  43. 43. Niche communities can form around anything. Literally.@drewhawkins #fuelinnovation @juliacantor
  44. 44. Niche communities can form around anything. Literally. Ravelry a community of knitters, crocheters and everything in between@drewhawkins #fuelinnovation @juliacantor
  45. 45. Niche communities can form around anything. Literally. Red Karaoke a website for the connoisseur of the karaoke experience@drewhawkins #fuelinnovation @juliacantor
  46. 46. Niche communities can form around anything. Literally. HAMSTERster love everything about hamsters? meet your new favorite website@drewhawkins #fuelinnovation @juliacantor
  47. 47. Real-time nicheworking [reel-time-nich-wurk-eeng] n. 1. communicating about or around a topic of mutual interest in a virtual micro-community@drewhawkins #fuelinnovation @juliacantor
  48. 48. hashtags = content filtering #godirtygirl@drewhawkins #fuelinnovation @juliacantor
  49. 49. #fuelinnovation@drewhawkins #fuelinnovation @juliacantor
  50. 50. #BlogWorld Twitter stats source: Sheldon Levine, Sysomos@drewhawkins #fuelinnovation @juliacantor
  51. 51. #BlogWorld Twitter stats 24,402 tweets about #blogworld source: Sheldon Levine, Sysomos@drewhawkins #fuelinnovation @juliacantor
  52. 52. #BlogWorld Twitter stats 24,402 tweets about #blogworld 44.49% were original tweets source: Sheldon Levine, Sysomos@drewhawkins #fuelinnovation @juliacantor
  53. 53. #BlogWorld Twitter stats 24,402 tweets about #blogworld 44.49% were original tweets 36.35% were retweets source: Sheldon Levine, Sysomos@drewhawkins #fuelinnovation @juliacantor
  54. 54. My Coke Rewards taking a niche beyond a brand category@drewhawkins #fuelinnovation @juliacantor
  55. 55. Agenda: 1. content explosion 2. finding a niche 3. what’s next@drewhawkins #fuelinnovation @juliacantor
  56. 56. niches = people asking for your content@drewhawkins #fuelinnovation @juliacantor
  57. 57. it only takes 10% to sway the opinion of the majority@drewhawkins #fuelinnovation @juliacantor
  58. 58. evangelists spend 13% more than the average customer and refer business equal to 45% of the money they spend@drewhawkins #fuelinnovation @juliacantor
  59. 59. Avoid “parachute marketing” reward your fans and empower your niche with content curation...@drewhawkins #fuelinnovation @juliacantor
  60. 60. ...and they’ll do the work for you@drewhawkins #fuelinnovation @juliacantor
  61. 61. questions?@drewhawkins #fuelinnovation @juliacantor
  62. 62. thank you that’s all we have for our presentation. go eat some cereal.FUEL INNOVATION: Social Networking to Social Niche-working

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