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THE FIGHT CLUB NETWORKS
WE DON’T TALK ABOUT FIGHT CLUB NETWORKS
@THENEXTWAVE
‣ What are they like?
‣ Demographics and psychographics are a great start, but connecting online means knowing them on a personal level.
Create a persona for your ideal reader. What’s their life like?
‣ Why are they here?
‣ What do they think they’re going to get out of your site? Why did they come here?
‣ What keeps them up at night?
‣ Everyone has a fear, a pain point, a thorn in the side. Let your visitors know you empathize, and offer a solution.
‣ How can you solve their problem?
‣ What’s in it for the them? How are you going to make their lives better?
‣ What do you want them to do?
‣ Answer the question “so what?”—and make sure there’s clear action for your visitor to take.
‣ How can you best reach them?
‣ People vary in how they receive information. Some like video,white papers, diagrams, some like lolcats.
‣ How might they resist?
‣ What keeps them from buying in? Is it your inexperience, your size, your reputation.
adapted from © duarte.com 2008
SEVEN QUESTIONS TO ANSWER ABOUT YOUR AUDIENCE:
WHY IS YOUR BUSINESS 

ON SOCIAL MEDIA?
FAME. FORTUNE.

BEING FOUND!
TO BUILD RELATIONSHIPS
(LOTS OF THEM)
NOTICE I DIDN’T SAY TO GET THESE:
Tyler Durden: The things you own end up owning you.
@THENEXTWAVE
the expected networks:
SOCIAL MEDIA MEANS BEING SOCIAL
ENGAGEMENT
FIGHT CLUB NETWORKS DEFINED:
@THENEXTWAVE
Building connections that are
seemingly 1-to-1, that are
typically regulated by the
community - not the “network”
METRICS
‣ OPENS
‣ CLICKS (ACTIONS)
‣ SHARES
‣ QUESTIONS
‣ VISITS ( INCLUDING IRL)
‣ PURCHASES
IT’S ALL ABOUT COLLECTING
AND ANALYZING DATA
FEEDBACK LOOP
MESSAGE
CUSTOMER
ACTION
RECORD/REACT
[NEW]
Tyler Durden: Sticking feathers up your butt does not make you a chicken.
@THENEXTWAVE
USING SOCIAL MEDIA BECAUSE IT’S
WHAT EVERYONE ELSE IS DOING IS
NOT ONLY A BAD STRATEGY, IT’S A
DANGEROUS ONE.
DIGITAL SHARECROPPING
BUILD YOUR OWN NETWORK
THE FIGHT CLUB NETWORKS
TYPES OF NETWORKS
▸ SOCIAL
▸ COMMERCIAL
▸ SPECIAL INTEREST
▸ GEO-SPECIFIC
▸ FORCED
▸ OPEN/CLOSED
▸ ANONYMOUS
NETWORKS GALORE
ELLO
BLOGGER REDDIT+ MEDIUM MEERKAT PERISCOPE YIK YAK
SNAPCHAT
FLEEK/MOJO
VIMEO VINE
WORDPRESS
TUMBLR FLICKRPINTERESTYOUTUBEINSTAGRAMLINKEDINGOOGLE+TWITTERFACEBOOK
DIGG IMDB STUMBLEUPON
EBAY AMAZON QUORA XBOX PLAYSTATION
THE FIGHT CLUB NETWORKS
MANAGING FIGHT CLUB NETWORKS
▸ Social dashboards don’t work/exist for them
▸ Employees must be trained and trusted
▸ Accounts should belong to the business
▸ Always a conversation, not a sales pitch
▸ Respect the community
CASE STUDY
RESTAURANT NEAR UD
▸ Normal marketing- FB, Twitter, YouTube, Google local
▸ Review sites: Yelp, TripAdvisor
▸ Site- has menu, contact, hours, coupons, hiring info
▸ Has an affinity program via text and email
CASE STUDY
RESTAURANT NEAR UD
BEING “BIG BROTHERISH” 

WILL BE YOUR NUMBER
ONE OBSTACLE
CASE STUDY
Accessory for a professional camera
CONVENTIONAL CHANNELS+
RETAIL CHANNELS
FIGHT CLUB #hijack @hijack
THE FIGHT CLUB NETWORKS
IF SOCIAL NETWORKS ARE YOUR THING
▸ Survey customers on what networks/apps they use
▸ Be prepared to share more than just “business” on them
▸ Have some way of tracking conversions/connections
▸ Convert connections into customers
THE REAL GLUE?
CRM
MARKETING
AUTOMATION
BUT THAT’S A WHOLE OTHER PREZO
FIGHT CLUB
@THENEXTWAVE
Is a movie about a guy talking
to himself.
Don’t be that guy.
THANK YOU
@THENEXTWAVE
QUESTIONS?
WWW.THENEXTWAVE.BIZ
937.228.4433

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Fight Club Networks

  • 1. THE FIGHT CLUB NETWORKS WE DON’T TALK ABOUT FIGHT CLUB NETWORKS @THENEXTWAVE
  • 2. ‣ What are they like? ‣ Demographics and psychographics are a great start, but connecting online means knowing them on a personal level. Create a persona for your ideal reader. What’s their life like? ‣ Why are they here? ‣ What do they think they’re going to get out of your site? Why did they come here? ‣ What keeps them up at night? ‣ Everyone has a fear, a pain point, a thorn in the side. Let your visitors know you empathize, and offer a solution. ‣ How can you solve their problem? ‣ What’s in it for the them? How are you going to make their lives better? ‣ What do you want them to do? ‣ Answer the question “so what?”—and make sure there’s clear action for your visitor to take. ‣ How can you best reach them? ‣ People vary in how they receive information. Some like video,white papers, diagrams, some like lolcats. ‣ How might they resist? ‣ What keeps them from buying in? Is it your inexperience, your size, your reputation. adapted from © duarte.com 2008 SEVEN QUESTIONS TO ANSWER ABOUT YOUR AUDIENCE:
  • 3. WHY IS YOUR BUSINESS 
 ON SOCIAL MEDIA?
  • 6. NOTICE I DIDN’T SAY TO GET THESE:
  • 7. Tyler Durden: The things you own end up owning you. @THENEXTWAVE the expected networks:
  • 8. SOCIAL MEDIA MEANS BEING SOCIAL
  • 10. FIGHT CLUB NETWORKS DEFINED: @THENEXTWAVE Building connections that are seemingly 1-to-1, that are typically regulated by the community - not the “network”
  • 11. METRICS ‣ OPENS ‣ CLICKS (ACTIONS) ‣ SHARES ‣ QUESTIONS ‣ VISITS ( INCLUDING IRL) ‣ PURCHASES
  • 12. IT’S ALL ABOUT COLLECTING AND ANALYZING DATA
  • 14. Tyler Durden: Sticking feathers up your butt does not make you a chicken. @THENEXTWAVE USING SOCIAL MEDIA BECAUSE IT’S WHAT EVERYONE ELSE IS DOING IS NOT ONLY A BAD STRATEGY, IT’S A DANGEROUS ONE.
  • 16. BUILD YOUR OWN NETWORK
  • 17. THE FIGHT CLUB NETWORKS TYPES OF NETWORKS ▸ SOCIAL ▸ COMMERCIAL ▸ SPECIAL INTEREST ▸ GEO-SPECIFIC ▸ FORCED ▸ OPEN/CLOSED ▸ ANONYMOUS
  • 18. NETWORKS GALORE ELLO BLOGGER REDDIT+ MEDIUM MEERKAT PERISCOPE YIK YAK SNAPCHAT FLEEK/MOJO VIMEO VINE WORDPRESS TUMBLR FLICKRPINTERESTYOUTUBEINSTAGRAMLINKEDINGOOGLE+TWITTERFACEBOOK DIGG IMDB STUMBLEUPON EBAY AMAZON QUORA XBOX PLAYSTATION
  • 19. THE FIGHT CLUB NETWORKS MANAGING FIGHT CLUB NETWORKS ▸ Social dashboards don’t work/exist for them ▸ Employees must be trained and trusted ▸ Accounts should belong to the business ▸ Always a conversation, not a sales pitch ▸ Respect the community
  • 20. CASE STUDY RESTAURANT NEAR UD ▸ Normal marketing- FB, Twitter, YouTube, Google local ▸ Review sites: Yelp, TripAdvisor ▸ Site- has menu, contact, hours, coupons, hiring info ▸ Has an affinity program via text and email
  • 22. BEING “BIG BROTHERISH” 
 WILL BE YOUR NUMBER ONE OBSTACLE
  • 23. CASE STUDY Accessory for a professional camera CONVENTIONAL CHANNELS+ RETAIL CHANNELS FIGHT CLUB #hijack @hijack
  • 24. THE FIGHT CLUB NETWORKS IF SOCIAL NETWORKS ARE YOUR THING ▸ Survey customers on what networks/apps they use ▸ Be prepared to share more than just “business” on them ▸ Have some way of tracking conversions/connections ▸ Convert connections into customers
  • 25. THE REAL GLUE? CRM MARKETING AUTOMATION BUT THAT’S A WHOLE OTHER PREZO
  • 26. FIGHT CLUB @THENEXTWAVE Is a movie about a guy talking to himself. Don’t be that guy.