34. 34 95. We are waking up and linking to each other. We are watching. But we are not waiting.
35. Ten years on the Cluetrain still sounds radical … http://www.flickr.com/photos/ittybittiesforyou/3501407487/
36. There was no context in which the Cluetrain could be brought within existing business practices http://www.flickr.com/photos/michaelsphotos/236286916/
37. Things have changed http://www.flickr.com/photos/philliecasablanca/2494647968/
38. Building leads, making connections What works How to sustain it What to expect The new B2C Frameworks for social communication The Auchterlonie Effect Continuous Digital Strategy Storytelling Influence Fat value http://www.flickr.com/photos/jyesmith/
39. Keeping up with Twitter - #cnow http://www.sapweb20.com/blog/powerpoint-twitter-tools/
40. Things have changed http://www.flickr.com/photos/philliecasablanca/2494647968/
56. They don't just FACILITATE communication and interaction. They MEDIATE it. http://www.flickr.com/photos/23912576@N05/2962194797
57. This goes beyond the question of whether your company or brand "should have a website" or a "blog", but whether it is important for you to be part of the web of signification that creates the worlds that we live in. http://tinyurl.com/soc5impacts
58. 58 Social networking sites now more popular than porn sites. Time, October 31, 2007
69. Branding gets personal The Auchterlonie Effect is the impetus that drives the ongoing story of YOUR personal engagement with the initial event – and it is, essentially, being able to bask in the reflected credibility of another. http://www.flickr.com/photos/duchamp/90520897/
70. Social capital Liz Stan Simon Gavin Kate Ian Trent David http://www.flickr.com/photos/duchamp/90520897/
71. Social judgement Liz Jye Stan Simon Leila Mark Gavin Kate Sally Kate Annik Steve Ian Trent Katie Zac David Nick http://www.flickr.com/photos/duchamp/90520897/
72. As David Ogilvy says … We sell – or else. http://www.flickr.com/photos/noodle/3312333622/
73. Business-to-Business In B2B the value of what you have to offer has few customers BUT they are willing to pay a premium. CustomSolutions Value and Effectiveness Complexity Volume Enterprise SME Consumer http://www.flickr.com/photos/bz3rk/3181201664/
74. Business-to-Consumer The value of what you have to offer has many customers BUT the margins are incremental . Mass prod / volume Value and Effectiveness Complexity Volume Enterprise SME Consumer http://www.flickr.com/photos/bz3rk/3181201664/
75. Enterprise 1.0 Sales Enterprise 1.0 firms are designed to service these two markets but they leave a gap in between. Mass prod / volume CustomSolutions Value and Effectiveness Complexity Volume Enterprise SME Consumer http://www.flickr.com/photos/bz3rk/3181201664/
76. The Convergence of Markets Knowledge Workers are no longer happy to leave their rich web experiences at home. B2C B2B Value and Effectiveness Complexity Volume Enterprise SME Consumer http://www.flickr.com/photos/bz3rk/3181201664/
77. The Convergence of Markets The NEW B2C …Brand-to-Community extends from the consumer space through the enterprise B2C B2B Br2Comm Value and Effectiveness Complexity Volume Enterprise SME Consumer http://www.flickr.com/photos/bz3rk/3181201664/
78. Self aggregating and self identifying http://www.flickr.com/photos/silvertje/484165708/ http://www.flickr.com/photos/silvertje/484165708
89. Objectives Your insight process will have delivered you a challenge, and out of that you or your client will have laid out some objectives which need to be met. They may be “fluffy” objectives like “awareness” or “reach” or they may be harder – like “increasing sales 20%” or “200 new customers”. http://www.flickr.com/photos/firewarrior/180546142/
90. Audience What do they want? What do they expect? What do they aspire to? What is unmet? What do they look, smell and taste like? It’s time to get up close and personal with the folks who pay your bills! http://www.flickr.com/photos/anirudhkoul/3734369273/
91. Audience … if you’re engaging with the intent to hear and the intent to consider what those folks are telling you. That builds trust. It lets people know you’re paying attention and that you value their voice. It’s not a promise of action, but it’s a demonstration of awareness. - Amber Naslund http://altitudebranding.com/2009/09/social-media-and-the-reality-of-control/ http://www.flickr.com/photos/niclindh/1389750548/
92. Audience Creating a Listening Post http://www.flickr.com/photos/89446022@N00/2057416586/
93. Audience Creating a Listening Post http://search.twitter.com http://www.flickr.com/photos/89446022@N00/2057416586/
94. Audience Creating a Listening Post http://search.twitter.com http://www.flickr.com/photos/89446022@N00/2057416586/
95. Audience Creating a Listening Post http://brandtags.net http://www.flickr.com/photos/89446022@N00/2057416586/
96. Audience Creating a Listening Post http://brandtags.net http://www.flickr.com/photos/89446022@N00/2057416586/
97. Audience Creating a Listening Post http://brandtags.net http://www.flickr.com/photos/89446022@N00/2057416586/
98. Audience Listening with your Google ears PageFlakes Feedly http://www.flickr.com/photos/ozaking/3807417/
99. Audience Creating a Listening Post http://google.com/reader http://www.flickr.com/photos/89446022@N00/2057416586/
100. Audience Creating a Listening Post http://pageflakes.com http://www.flickr.com/photos/89446022@N00/2057416586/
101. Audience Creating a Listening Post http://feedly.com http://www.flickr.com/photos/89446022@N00/2057416586/
103. Audience Creating a Listening Post http://google.com/adplanner http://www.flickr.com/photos/89446022@N00/2057416586/
104. “Snoop”by Sam Gosling Audience Openness Conscientiousness Extraversion Agreeableness Neuroticism “Another major finding from our research was that Web sites are extraordinarily good places to learn about people – perhaps the best of all places. Our site snooping yielded information that was at least as accurate as what we learned from the bedrooms, offices and music collections we studied …” http://www.flickr.com/photos/mtchm/199007552/
105. Audience Who are your customers like? “The easiest and most profitable growth will be achieved by adding additional customers very much like your current and most valuable customer.” - Robert H Bloom, former CEO Publicis http://www.flickr.com/photos/francois/3730247/
106. Keeping up with Twitter - #cnow http://www.sapweb20.com/blog/powerpoint-twitter-tools/
107. Now that you know your audiences in their pungent granularity, you now need to understand their behaviour. Footprint Where do they go? What do they do? Where to they spend time and why? This is about walking a mile or two in their shoes. But it also a chance to match the footprints of your brands/products. What overlaps? What doesn’t? Where are the opportunities. And where are the touchpoints that will become valuable as your project grows. You need to map out and understand the nuances of these as they will become launchpads for your conversations. http://www.flickr.com/photos/jamesjordan/2507637034/
108. Use Your Listening Post to direct your approach to connection Footprint
109. Who, What and Where Footprint What is being said, how is it connected and what is the velocity behind it?
111. Content Here you start to look at the structures of storytelling that will bridge the gaps you have identified in the earlier steps. What can you do to emotionally engage and entertain? http://www.flickr.com/photos/fcpl/2275170913/
112. How can you use P-L-A-Y to activate, surprise and delight your audiences? Content P -- for Power Demanding of attention Testing limits (boundaries around behaviour, responsibility etc) Controlling the controllable Belonging L -- for learning and curiosity Skills development Negotiation A -- for adventure Exploring an ever changing world Actively making the world a better place Y -- the yelp of surprise and delight Recognition and reward Self expression
115. Keeping up with Twitter - #cnow http://www.sapweb20.com/blog/powerpoint-twitter-tools/
116. This is where your strategy becomes one of amplification rather than shouting. In the two-way or polyphonic space of the web, your strategy needs to help you turn great content that YOU produce into great stories that others TELL on your behalf. Converse
118. Once we begin conversing – between the people behind the brand and those who consume it, a whole lot of human strangeness steps in. What happens if we like these people “over there” (on either side)? What are the rules of engagement? How do we get serious about progressing our relationship – moving from transactions to experience – and what does that take on both our parts to come to a mutual understanding? Commitment http://bit.ly/SoCcontext http://www.flickr.com/photos/eschipul/2371505523/
119. Measurement For example, which audiences are important (or are influential) for your brand/product? Measure it. How much time do they spend on the web and on which sites? Measure it. Which pieces of content will drive engagement (and which pieces need to change and evolve as your project grows)? Measure it. How far do your conversations echo across the web? Measure it. What are the intangibles – and what can be substantiated via research? Measure it.
122. But wait! This sounds like traditional marketing! http://bit.ly/SoCcds
123. It’s how we deal with this http://www.flickr.com/photos/philliecasablanca/2494647968/
124. By understanding social judgement Liz Jye Stan Simon Leila Mark Gavin Kate Sally Kate Annik Steve Ian Trent Katie Zac David Nick http://www.flickr.com/photos/duchamp/90520897/
125. F*ck Influencers Why do people share links or retweet on platforms like Twitter? What types of things do people share and for what benefit? How does how people see their networks affect their decisions on what to share? - Sean Howard, Craphammer http://www.craphammer.ca/2009/07/influencing-conversations.html
126. It’s not about influence it’s about trust Every time we forward on a link, retweet a message read on Twitter or any other type of social network interaction, we are CHOOSING to act. We are not just using our network of connections to FILTER the noise, we are using it to SHAPE our experience. It is a choice. And understanding this distinction places us in a context where STORYTELLING emerges as vitally important? http://www.servantofchaos.com/2009/08/its-not-about-influence---its-about-trust.html
127. Influence and clusters When Stanford’s Eric Sun’s data was clustered by activity it was shown that almost 75% of Fans of a particular Fan page sit within an initial grouping – that they are already connected. Importantly, the instigators account for about 15% of this cluster. That is, contagion starts not with one, but with multiple points of connection – indicating again that “influence” is more closely related to action – with “doing” or “participation” than “telling” and dispersion. http://videolectures.net/icwsm09_sun_gmctfnf/
128. This means that contagion is not about influence but about PARTICIPATION and therefore about TRUST
129. As you begin to execute on your strategy, you create multiple points of conversation across your business ecosystem – what can best be called your “digital footprint”. The more points of interaction that occur across your ecosystem create points of connection and exchanges of value. And as these are personal networks (not broadcast), there is a weighting – with one-to-one relationships the exchange involves trust and reputation. This is FAT VALUE. http://www.flickr.com/photos/jasohill/3928596822/ http://www.servantofchaos.com/2009/09/branding-is-a-marathon.html
I read the Cluetrain Manifesto when I was in my first official marketing role. I had been “doing” marketing for years before this – building marketing plans according to the rules, following branding guidelines, keeping and enforcing the exclusion space around the logo to a consistent 36 points.But the Cluetrain was astounding not because of the challenge it presented to existing marketing - it was astounding because there was no CONTEXT in which it could brought within business practices. The conversations that we were having between the MD and the marketing department – and between the Board and the marketing department - went something like this:Me: “we need to re-do this website” Everyone else: “what’s a website?”
Things have changed – I used to talk about websites. Now I talk about blogs. Social media. But things have also remained the same. It’s about change.
Feel free to use the #cnow hash tag to share your thoughts – I’ll be checking back here from time to time
Coming back to this image – imagine if we had to manage all these connections between people the old fashioned way
Like this
Feel free to use the #cnow hash tag to share your thoughts – I’ll be checking back here from time to time
This is both an opportunity and a challenge – we are self aggregating.
Feel free to use the #cnow hash tag to share your thoughts – I’ll be checking back here from time to time
Now that you know your audiences in their pungent granularity, you now need to understand their behaviour. Where do they go? What do they do? Where to they spend time and why? This is about walking a mile or two in their shoes. But it also a chance to match the footprints of your brands/products. What overlaps? What doesn’t? Where are the opportunities. And where are the touchpoints that will become valuable as your project grows. You need to map out and understand the nuances of these as they will become launchpads for your conversations.
Are the people you listening to part of your audience? Do they constitute a new audience? Can they be disregarded?If you “listen” carefully, people will tell you the most amazing things!
Feel free to use the #cnow hash tag to share your thoughts – I’ll be checking back here from time to time