Emerging SocialNetworksFinding the Next Big Thing &Engaging Well From the StartNatanya Anderson, Director of Social Media,...
New social networks ≠ new resourcesCopyright @2011. Whole Foods Market IP, L.P. I Private & Confidential
But new social networks keep coming…Copyright @2011. Whole Foods Market IP, L.P. I Private & Confidential   11/23/2012   3
TO ENGAGE OR NOT TO ENGAGE?A CHECKLIST  Copyright @2011. Whole Foods Market IP, L.P. I Private & Confidential   11/23/2012...
Does it support my broader business objectives?                Awareness, Inc. State of Social Media, September, 2012Copyr...
Are my customers there? @MDGAdvertisingCopyright @2011. Whole Foods Market IP, L.P. I Private & Confidential   11/23/2012 ...
Can I connect and share in new or different ways?Copyright @2011. Whole Foods Market IP, L.P. I Private & Confidential   1...
What is does it take to engage?                                                                        Moderation, communi...
BLEND IN AND MAKE FRIENDSA CHECKLIST  Copyright @2011. Whole Foods Market IP, L.P. I Private & Confidential   11/23/2012   9
Be a user firstCopyright @2011. Whole Foods Market IP, L.P. I Private & Confidential   11/23/2012   10
Celebrate others & ask for directionsCopyright @2011. Whole Foods Market IP, L.P. I Private & Confidential   11/23/2012   11
Think different, bigger, broaderCopyright @2011. Whole Foods Market IP, L.P. I Private & Confidential   11/23/2012   12
Don’t get attached to anything…except measurementCopyright @2011. Whole Foods Market IP, L.P. I Private & Confidential   1...
Communities we’re exploring nowCopyright @2011. Whole Foods Market IP, L.P. I Private & Confidential   11/23/2012   14
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Emerging Social Networks

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Finding the next big thing and engaging well from the start.

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  • Sirr Less has spent the majority of his career pioneering web communities that we’re just slightly before their time.  When many of the ideas behind the use of social networks and social media were in their infancy, Sirr was among the first to bring to life one of the earliest social-network enhanced gaming communities, HEAT.NET – a fully enabled social platform with multiple channels and tools for user communications.  A background in film and television allowed Sirr and his team early entry into the distribution of web video and branded content creation – helping HEAT.NET gain 3 million users at a time when that number was impressive.This expertise in community building and content distribution came in handywhenSirr moved on to NOKIA to help launch the company’s mobile gamingplatform, N-GAGE. Realizing the increased versatility of mobile devices interacting with existing online community structures, Sirr focused his energies on bringing user generated and branded video content to mobile platforms and expanding the interaction between social networking, gaming and mobile-based communities.After leaving NOKIA, Sirr spent 2 months circumnavigating the south island of New Zealand on his bicycle before founding a digital agency with his brother Vadan. The agency, Integrated Alchemy Media (later IA) specialized in fleet and agile solutions for marketing and awareness campaigns with an emphasis on branded video content and web video strategy. In its original incarnation, the purpose of the agency was to fund conscience-driven documentary and creative work with an emphasis on peace and humanity. Despite great success in otherways, in this it failed.Joining the team at the mission-driven and infinitely conscientious Whole Foods Market as the Global Vice President of Communications, Sirr now has the opportunity to test his experience in an arena where authenticity is treasured and where there is a chance to fulfill that missed objective. With the specific charge of telling the company’s story in multiple media, he looks forward to conveying the message of Whole Foods Market and its efforts to place thewellbeing of all of its stakeholders, team members, customers and the earththat sustains us on equal footing with its material success.
  • New opportunities arise daily but we don’t get new resourcesHave to prove business value before we can get further supportHow to justify diverting existing resources?
  • Community Acquisition EngagementProduct/Campaign Promotion AwarenessBrand Perception Evolution
  • Emerging Social Networks

    1. 1. Emerging SocialNetworksFinding the Next Big Thing &Engaging Well From the StartNatanya Anderson, Director of Social Media, Whole Foods Market@natanyapCopyright @2011. Whole Foods Market IP, L.P. I Private & Confidential
    2. 2. New social networks ≠ new resourcesCopyright @2011. Whole Foods Market IP, L.P. I Private & Confidential
    3. 3. But new social networks keep coming…Copyright @2011. Whole Foods Market IP, L.P. I Private & Confidential 11/23/2012 3
    4. 4. TO ENGAGE OR NOT TO ENGAGE?A CHECKLIST Copyright @2011. Whole Foods Market IP, L.P. I Private & Confidential 11/23/2012 4
    5. 5. Does it support my broader business objectives? Awareness, Inc. State of Social Media, September, 2012Copyright @2011. Whole Foods Market IP, L.P. I Private & Confidential 11/23/2012 5
    6. 6. Are my customers there? @MDGAdvertisingCopyright @2011. Whole Foods Market IP, L.P. I Private & Confidential 11/23/2012 6
    7. 7. Can I connect and share in new or different ways?Copyright @2011. Whole Foods Market IP, L.P. I Private & Confidential 11/23/2012 7
    8. 8. What is does it take to engage? Moderation, community management Frequency of Posting Content and StorytellingCopyright @2011. Whole Foods Market IP, L.P. I Private & Confidential 11/23/2012 8
    9. 9. BLEND IN AND MAKE FRIENDSA CHECKLIST Copyright @2011. Whole Foods Market IP, L.P. I Private & Confidential 11/23/2012 9
    10. 10. Be a user firstCopyright @2011. Whole Foods Market IP, L.P. I Private & Confidential 11/23/2012 10
    11. 11. Celebrate others & ask for directionsCopyright @2011. Whole Foods Market IP, L.P. I Private & Confidential 11/23/2012 11
    12. 12. Think different, bigger, broaderCopyright @2011. Whole Foods Market IP, L.P. I Private & Confidential 11/23/2012 12
    13. 13. Don’t get attached to anything…except measurementCopyright @2011. Whole Foods Market IP, L.P. I Private & Confidential 11/23/2012 13
    14. 14. Communities we’re exploring nowCopyright @2011. Whole Foods Market IP, L.P. I Private & Confidential 11/23/2012 14

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