The document discusses how consumers are overwhelmed by the amount of online content available and how curating niche content can help people gain control. It suggests moving from trying to reach a broad "critical mass" online to focusing on building "credible mass" by becoming an authority on niche topics through curation. The presentation provides examples of niche communities and platforms that have formed around very specific interests, and how using hashtags can help people find content on particular topics. It also discusses how cultivating niche communities can empower fans to spread content organically.

1. Wednesday, January 16, 13

2. FUEL INNOVATION:
April 12 6:00-9:00pm @engauge #fuelinnovation
Wednesday, January 16, 13

3. Social Networking
to
Social Niche-working
How to make
sense of it all
FUEL INNOVATION: Social Networking to Social Niche-working
Wednesday, January 16, 13

4. Drew Hawkins
social engagement manager
Julia Cantor
sr. digital publicist
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

5. thanks
for coming
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

6. Agenda:
1. content explosion
2. finding a niche
3. what’s next
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

7. Social media 1.0
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

8. Social media 1.0
connections
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

9. Social media 1.0
connections
content creation
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

10. the problem?
everyone is a content creator
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

11. that’s a problem?
yes. we’ve reached information overload
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

12. 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
Wednesday, January 16, 13

13. so what do consumers need?
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

14. so what do consumers need?
control
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

15. The Life Cycle of Content
content creation
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

16. The Life Cycle of Content
content creation
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

17. The Life Cycle of Content
content sharing
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

18. The Life Cycle of Content
content curation
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

19. The Life Cycle of Content
content curation
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

20. The Life Cycle of Content
content curation
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

21. Curation Platforms
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

22. Curation Platforms
we’re moving away from a mindset of
reaching “critical mass” and towards one
of “credible mass.”
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

23. Why Curate?
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

24. Why Curate?
curation is a research tool to get to know your customer
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

25. Why Curate?
curation is a research tool to get to know your customer
social listening opportunity
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

26. 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
Wednesday, January 16, 13

27. Where to curate?
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

28. sure it’s popular...but why care?
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

29. “Essentially, Pinterest excels at
something that’s very hard to do
on the web - help people discover
new things.”
-CNN Money
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

30. Drives purchase intent
21% of Pinterest users
surveyed said they’ve actually
bought an item from Pinterest
source: TheNextWeb
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

31. my wife’s style board
a story about purchase
intent
source: TheNextWeb
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

32. my wife’s style board
a story about purchase
intent
source: TheNextWeb
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

33. my wife’s style board
a story about purchase
intent
source: TheNextWeb
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

34. Builds niche communities
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

35. Networks -> interests
segues users from curation
based on networks to
curation based on interest
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

36. Agenda:
1. content explosion
2. finding a niche
3. what’s next
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

37. 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
Wednesday, January 16, 13

38. Niche platforms
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

39. Niche platforms
untappd
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

40. Niche platforms
runkeeper
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

41. Niche platforms
path
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

42. Niche platforms
foodspotting
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

43. Niche communities can form around anything.
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

44. Niche communities can form around anything.
Literally.
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

45. Niche communities can form around anything.
Literally.
Ravelry
a community of knitters, crocheters and
everything in between
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

46. Niche communities can form around anything.
Literally.
Red Karaoke
a website for the connoisseur of the
karaoke experience
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

47. Niche communities can form around anything.
Literally.
HAMSTERster
love everything about hamsters? meet
your new favorite website
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

48. 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
Wednesday, January 16, 13

49. hashtags = content filtering
#godirtygirl
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

50. #fuelinnovation
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

51. #BlogWorld Twitter stats
source: Sheldon Levine, Sysomos
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

52. #BlogWorld Twitter stats
24,402 tweets about #blogworld
source: Sheldon Levine, Sysomos
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

53. #BlogWorld Twitter stats
24,402 tweets about #blogworld
44.49% were original tweets
source: Sheldon Levine, Sysomos
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

54. #BlogWorld Twitter stats
24,402 tweets about #blogworld
44.49% were original tweets
36.35% were retweets
source: Sheldon Levine, Sysomos
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

55. My Coke Rewards
taking a niche beyond a brand
category
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

56. Wednesday, January 16, 13

57. Agenda:
1. content explosion
2. finding a niche
3. what’s next
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

58. niches =
people asking for your content
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

59. it only takes 10% to sway the
opinion of the majority
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

60. evangelists spend 13% more than the
average customer and refer business
equal to 45% of the money they spend
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

61. Avoid “parachute marketing”
reward your fans and empower your
niche with content curation...
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

62. ...and they’ll do the work for you
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

63. questions?
@drewhawkins #fuelinnovation @juliacantor
Wednesday, January 16, 13

64. thank you
that’s all we have for our presentation.
go eat some cereal.
FUEL INNOVATION: Social Networking to Social Niche-working
Wednesday, January 16, 13