The Future of Marketing: Make Things People Want or Make People Want Things?John V Willshire
Why the future of marketing depends on rebalancing our choice between creating demand, or exploting demand. Make People Want Things, or Make Things People Want?
Game On: Everything you need to know about how games are changing the worldJeremy Johnson
Gaming is at a tipping point, never before have games effected our day-to-day lives in such a substantial way. From entertaining yourself on the subway with Angry Birds, to solving the world's greatest problems - gaming is quickly becoming a mainstream way to explore, communicate, connect, and work.
With "Game On" Jeremy Johnson will take you on a tour of gaming trends - which includes everyone's favorite gaming buzz words: gamification, gameful, game layer, gamestorming, game mechanics, gameplay, game theory and good old video games. How's that for a extra helping of games? Let's top it off with a Call of Duty deathmatch - who's game?
This presentation was given at Big Design 2011 in Dallas Texas. #bigd11
Employee Communities: Community Centric ChangeJoyce Hostyn
Customer Experience starts with the employee experience, but changing the employee experience can be very difficult. Most change methods are still based on an outdated top-down rational view of organizational change. How can we rewire organizational DNA to create great customer experiences? How can we shift the hearts, minds and behaviors of every employee? These are the questions we're wresting with as we rethink our approach to employee experience. Our new strategy is centered on an employee community of peers that we are promoting through internal content marketing. It might be working. Presented at CXPA Members Insight Exchange.
You can do better: Lessons Learned from Government Meets Social NetworksSebastian Deterding
Keynote I gave on October 16, 2009 at the Berlin in October 2009 E-Democracy Unconference on stuff I learned as project lead of the social networking site du-machst.de how to introduce e-participation and web 2.0 culture in a government context.
Make Things People Want - Skillswap, Brighton Digital Festival, 2012John V Willshire
A new version of the 'Make Things People Want' presentation I gave at Clearleft's Skillswap as part of the Brighton Digital Festival 2012. With improved structure around the four key ideas. And a bigger, juicier rant about Star Wars.
The Truth About Profiting From Social Networking (Book Excerpt)Jon Hansen
The Truth About Profiting From Social Networking (Book Excerpt) by Patrice-Anne-Rutledge
Facebook, LinkedIn, YouTube, & beyond: “social network” your way to success, step by step!
• The truth about using social networks to supercharge your career
• The truth about building your business through social networks
• The truth about social networking privacy, safety, and security
This book reveals 50 Proven Social Networking Principles and bite-size, easy-to-use techniques that work
Social networking is one of today's hot topics, and its popularity is predicted to grow over the next decade. An integral part of the Web 2.0 strategy of online collaboration, social networks are enabling millions of people to make the most of online connections and social networking strategies.
Link to Live interview with Patrice-Anne Rutledge (June 4, 2009): http://www.blogtalkradio.com/Jon-Hansen/2009/06/04/The-Psychology-of-Social-Networking
The Evolution of Marketing and CommunicationTara Mahady
Social media didn't just happen. We've evolved into a culture that demands immediate, transparent, and authentic communication. We desire this not only with each other, but with the companies and brands with which we affiliate. Understanding how we arrived at this place, and how marketing and communication has evolved helps us understand the context as we move forward.
The Future of Marketing: Make Things People Want or Make People Want Things?John V Willshire
Why the future of marketing depends on rebalancing our choice between creating demand, or exploting demand. Make People Want Things, or Make Things People Want?
Game On: Everything you need to know about how games are changing the worldJeremy Johnson
Gaming is at a tipping point, never before have games effected our day-to-day lives in such a substantial way. From entertaining yourself on the subway with Angry Birds, to solving the world's greatest problems - gaming is quickly becoming a mainstream way to explore, communicate, connect, and work.
With "Game On" Jeremy Johnson will take you on a tour of gaming trends - which includes everyone's favorite gaming buzz words: gamification, gameful, game layer, gamestorming, game mechanics, gameplay, game theory and good old video games. How's that for a extra helping of games? Let's top it off with a Call of Duty deathmatch - who's game?
This presentation was given at Big Design 2011 in Dallas Texas. #bigd11
Employee Communities: Community Centric ChangeJoyce Hostyn
Customer Experience starts with the employee experience, but changing the employee experience can be very difficult. Most change methods are still based on an outdated top-down rational view of organizational change. How can we rewire organizational DNA to create great customer experiences? How can we shift the hearts, minds and behaviors of every employee? These are the questions we're wresting with as we rethink our approach to employee experience. Our new strategy is centered on an employee community of peers that we are promoting through internal content marketing. It might be working. Presented at CXPA Members Insight Exchange.
You can do better: Lessons Learned from Government Meets Social NetworksSebastian Deterding
Keynote I gave on October 16, 2009 at the Berlin in October 2009 E-Democracy Unconference on stuff I learned as project lead of the social networking site du-machst.de how to introduce e-participation and web 2.0 culture in a government context.
Make Things People Want - Skillswap, Brighton Digital Festival, 2012John V Willshire
A new version of the 'Make Things People Want' presentation I gave at Clearleft's Skillswap as part of the Brighton Digital Festival 2012. With improved structure around the four key ideas. And a bigger, juicier rant about Star Wars.
The Truth About Profiting From Social Networking (Book Excerpt)Jon Hansen
The Truth About Profiting From Social Networking (Book Excerpt) by Patrice-Anne-Rutledge
Facebook, LinkedIn, YouTube, & beyond: “social network” your way to success, step by step!
• The truth about using social networks to supercharge your career
• The truth about building your business through social networks
• The truth about social networking privacy, safety, and security
This book reveals 50 Proven Social Networking Principles and bite-size, easy-to-use techniques that work
Social networking is one of today's hot topics, and its popularity is predicted to grow over the next decade. An integral part of the Web 2.0 strategy of online collaboration, social networks are enabling millions of people to make the most of online connections and social networking strategies.
Link to Live interview with Patrice-Anne Rutledge (June 4, 2009): http://www.blogtalkradio.com/Jon-Hansen/2009/06/04/The-Psychology-of-Social-Networking
The Evolution of Marketing and CommunicationTara Mahady
Social media didn't just happen. We've evolved into a culture that demands immediate, transparent, and authentic communication. We desire this not only with each other, but with the companies and brands with which we affiliate. Understanding how we arrived at this place, and how marketing and communication has evolved helps us understand the context as we move forward.
How to use social media to develop your brand and your business?SWiTCH
The goal of this presentation is to show how social media work and how to tap into it potential without necessarily spending a lot of money to build your brand e-reputation, to engage with your customers and to develop your business. We'd like to show you the best practices to adopt and the mistakes to avoid and the most useful tools to manage your community online.
Markets are conversation, yes it's true. But we don't go here through the eternal mantra of social media and conversations. Instead, we evaluate social media through the lens of the value chain concept, contaminating a managerial vision born in the 80's with the new collaborative wisdom.
May your company profit from Social media? Let's see it
Social Experience Design: one method, two tools, three business tips (2012)Erin 'Folletto' Casali
One method, two tools, three business tips. Or in other words: theory of complexity, Dot Loop, Feedback, Relational Motivation, Social Usability, in-the-flow design, double-pyramid of social businesses.
This is the speech I prepared for UX Conference 2011 (Lugano) and part of the workshop I did at Digital Accademia (Venice).
The noble art of creating stuff worth sharing. Let’s stop talking, let’s star...Polle de Maagt
Nothing changed and everything changed.
The more direct contact brands have with consumers,
the more they need a coherent core identity.
One that translates both into tweets and invoices
in campaigns, and more important, a permanent dialogue.
Because people’s expectations have shifted.
Towards new client service normals.
From ads to acts.
Changing companies towards more consumer centricity isn’t easy.
That requires proving you’re on the right track every single day.
Showing progress.
Building upon your companies’ unused potential.
How to achieve a Sustainable Social Media Ecosystem - IABC seminarNoesium Consulting
A seminar at the International Association of Business Communicators, Canada (IABC) on how to achieve a sustainable social media ecosystem. The need for the right mindset, assessment, strategy, planning and management. This deck includes an intro to Twitter plus case studies.
Can we design organizations for beauty?Joyce Hostyn
The future is ours to imagine, design and create. And if we’re dreaming the future into being, why not dream of a future where business is beautiful. Where business delivers the promise of happiness. Where business is an incredible force for positive change in the world.
A talk I gave on to the brilliant young people currently on the Squared course, about the social web, marketing, and collaborative ways of working around this. Learn more about Squared here - https://plus.google.com/+WeareSquared/posts
Don't Change Infront of an Open Window and Other Real World Advice To Use OnlineKrista Neher
This presentation about Social Media for College Students was delivered by Krista Neher (www.KristaNeher.com) a College Social Media Speaker. Neher speaks on how college students and business professionals can use social media as an asset to build their brand, versus having social media cost them a job.
This presentation shows how college students can:
- Watch out for common mistakes on social media that could cost them a job
- Make a social media presence that impresses potential employers
- Stay safe and make smart choices online
"If you love your content, set it free" ?Mike Ellis
Traditional business models have scarcity at their core: when something is scarce, it becomes valuable. Online, this notion is challenged: in a world where every one of us can copy and distribute content at the click of a mouse, notions of ‘scarcity’ become more and more distant from reality. Several commentators have suggested that scale – i.e. providing more access to ‘valuable’ content rather than less – is actually a more scalable business model for the online economy. This session will look at ways in which content can be freed, and will also examine some of the issues which follow around control and authority.
From webdirections south 09 in Sydney Australia - An approach to designing more social and collaborative environments - a cross between business strategy and design
How to use social media to develop your brand and your business?SWiTCH
The goal of this presentation is to show how social media work and how to tap into it potential without necessarily spending a lot of money to build your brand e-reputation, to engage with your customers and to develop your business. We'd like to show you the best practices to adopt and the mistakes to avoid and the most useful tools to manage your community online.
Markets are conversation, yes it's true. But we don't go here through the eternal mantra of social media and conversations. Instead, we evaluate social media through the lens of the value chain concept, contaminating a managerial vision born in the 80's with the new collaborative wisdom.
May your company profit from Social media? Let's see it
Social Experience Design: one method, two tools, three business tips (2012)Erin 'Folletto' Casali
One method, two tools, three business tips. Or in other words: theory of complexity, Dot Loop, Feedback, Relational Motivation, Social Usability, in-the-flow design, double-pyramid of social businesses.
This is the speech I prepared for UX Conference 2011 (Lugano) and part of the workshop I did at Digital Accademia (Venice).
The noble art of creating stuff worth sharing. Let’s stop talking, let’s star...Polle de Maagt
Nothing changed and everything changed.
The more direct contact brands have with consumers,
the more they need a coherent core identity.
One that translates both into tweets and invoices
in campaigns, and more important, a permanent dialogue.
Because people’s expectations have shifted.
Towards new client service normals.
From ads to acts.
Changing companies towards more consumer centricity isn’t easy.
That requires proving you’re on the right track every single day.
Showing progress.
Building upon your companies’ unused potential.
How to achieve a Sustainable Social Media Ecosystem - IABC seminarNoesium Consulting
A seminar at the International Association of Business Communicators, Canada (IABC) on how to achieve a sustainable social media ecosystem. The need for the right mindset, assessment, strategy, planning and management. This deck includes an intro to Twitter plus case studies.
Can we design organizations for beauty?Joyce Hostyn
The future is ours to imagine, design and create. And if we’re dreaming the future into being, why not dream of a future where business is beautiful. Where business delivers the promise of happiness. Where business is an incredible force for positive change in the world.
A talk I gave on to the brilliant young people currently on the Squared course, about the social web, marketing, and collaborative ways of working around this. Learn more about Squared here - https://plus.google.com/+WeareSquared/posts
Don't Change Infront of an Open Window and Other Real World Advice To Use OnlineKrista Neher
This presentation about Social Media for College Students was delivered by Krista Neher (www.KristaNeher.com) a College Social Media Speaker. Neher speaks on how college students and business professionals can use social media as an asset to build their brand, versus having social media cost them a job.
This presentation shows how college students can:
- Watch out for common mistakes on social media that could cost them a job
- Make a social media presence that impresses potential employers
- Stay safe and make smart choices online
"If you love your content, set it free" ?Mike Ellis
Traditional business models have scarcity at their core: when something is scarce, it becomes valuable. Online, this notion is challenged: in a world where every one of us can copy and distribute content at the click of a mouse, notions of ‘scarcity’ become more and more distant from reality. Several commentators have suggested that scale – i.e. providing more access to ‘valuable’ content rather than less – is actually a more scalable business model for the online economy. This session will look at ways in which content can be freed, and will also examine some of the issues which follow around control and authority.
From webdirections south 09 in Sydney Australia - An approach to designing more social and collaborative environments - a cross between business strategy and design
The recent Outlook for Australian Social Business 2012 showed there was a perception gap between brands and customers. This goes far beyond "social media" - and becoming a "Social Business" means reaching beyond just Facebook or Twitter. It's about transforming your business, industry and relationships.
What's Your Content IQ? Strategies to Solve Real-World Brand ChallengesMcMurry/TMG
Quality content can outperform any other marketing spend over time by growing reach, building brand engagement and loyalty, and serving your business objectives. Find out how in this presentation by Kim Caviness, TMG Custom Media’s SVP of Content, and Andrew Hanelly, TMG’s VP of Digital Experience. Kim and Andrew presented this in a workshop at the iStrategy 2012 conference in Chicago. Attendees got tips and tricks on how to solve the challenges that brands face in the constantly evolving media environment. Plus real-world data to help guide their strategy.
What's Your Content IQ? Strategies to Solve Real-World Brand ChallengesAndrew Hanelly
Andrew Hanelly, TMG's VP, Digital Experience, and Kim Caviness, SVP, Content, co-presented this interactive workshop at IStrategy 2012 in Chicago, challenging attendees to test their content IQ with 3 real-world brand marketing challenges. Discover how more and more brands are taking advantage of the content marketing revolution, and find out how quality content can outperform any other marketing spend over time by growing reach, building brand engagement and loyalty, and serving your business objectives.
Be Seen, Be Found, Be Engaging (IABC Version)Eric Weaver
SEATTLE, WASHINGTON, USA - February 17, 2011 - Presentation from the IABC Seattle workshop "Communication Overload" - synopsis of my thinking from several previous "Social Media 105" presentations.
Community Building as Marketin Tactic. This is a 'mash-up' style presentation that I was able to create from other presentations on SlideShare. I thought I would put my own design spin and re-publish this presentation back to the communty. Enjoy.
iCrossing – Antony Mayfield, You and Your Web Shadow. 5th March 2010, Royal ...lilstu
This presentation was given to iCrossing clients on Friday 5th of March by Antony Mayfield about his upcoming book, Me & My Web Shadow. For more information about the book please visit: http://meandmywebshadow.com
This was a 30 minute talk I did for Bartercard. It focused on opportunities for SME's to use Social Media. Stay connected: www.twitter.com/danielpriestley
How Non Profits Can Tap The Power Of The Social WebAvin Narasimhan
presentation I gave to a group of non-profits who are all interested in the implications of the social web for their respective businesses. highlighted broad cultural implications of the social web, 5 themes or 'things to know' as a non-profit looking to get involved, as well as case studies to show how cause brands and non-profits have engaged people effectively.
A Corporate Approach To Social Media - by Jos Schuurmans / CluetailJos Schuurmans
Jos Schuurmans looks at "social" or "participatory" media, the "social web" and "New Internet" from a corporate organizational viewpoint.
He lays out a conceptual framework for understanding where we are at this point, as well as a general approach to social media through "change from the inside out".
Stop Talking at Me. Nobody is Listening: The New Physics of the ConsumerverseGavin Heaton
Presented at the DiG Festival, NSW, 2013.
Digital is hot right now. But as brands and businesses of all shapes and sizes rush into the digital domain, they bring with them the baggage of old marketing and PR practices. This brave new digital world is a fundamentally different space. Welcome to the "Consumerverse" - an upside-down, inside-out universe where analytics are revealing, on the one hand, the hit and miss randomness of broadcast messaging, and on the other, the growing importance of guided engagement-laden conversation designed to reach the consumer’s “sphere of attraction.”
To succeed in this new Consumerverse, brands need to understand the new physics of attraction and design their business, communications and customer experience accordingly.
How do you consistently engage your audience? How do you tell a compelling story? This presentation shows, through the P-L-A-Y framework, just how you can make your stories move through social networks
InterestingSouth: Cluetrain - Through the Eyes of a ChildGavin Heaton
Presentation for InterestingSouth. To reimagine the world we live in, we often try to "see through the eyes of a child". But what happens when the world of a four year old collides with the new media world of the Cluetrain Manifesto? This THREE minute presentation puts a digital camera in the hands of my daughters.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
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As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
34. 95. We are waking up and linking to
each other. We are watching. But
we are not waiting. 34
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/
39. 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/
56. 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
65. Only 18% of TV ad campaigns
generate positive ROI
-- Ad Age/Accenture
65
66. Why choose “social” as part of your strategy?
User User User
generated generated generated
content filtering distribution
User generated context
78% of respondents said they trusted - either completely or
somewhat – the recommendation of other consumers
- Nielsen, Trust in Advertising, 2007
http://asiapacific.acnielsen.com/site/documents/TrustinAdvertisingOct07.pdf
68. 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/
69. Social capital
Liz
Simon Stan
Gavin Kate
Trent Ian
David
http://www.flickr.com/photos/duchamp/90520897/
70. Social judgement
Liz Jye
Simon Stan Mark Leila
Gavin Kate Annik Steve Sally Kate
Trent Ian Zac Katie
David Nick
http://www.flickr.com/photos/duchamp/90520897/
71. As David Ogilvy says …
We sell – or else.
http://www.flickr.com/photos/noodle/3312333622/
72. Business-to-Business
In B2B the value of what you
have to offer has few customers
BUT they are willing to pay a
premium.
Value and Effectiveness
Custom
Solutions
Complexity Volume
Enterprise SME Consumer
http://www.flickr.com/photos/bz3rk/3181201664/
73. Business-to-Consumer
The value of what you have to
offer has many customers BUT
the margins are incremental .
Value and Effectiveness
Mass prod /
volume
Complexity Volume
Enterprise SME Consumer
73
http://www.flickr.com/photos/bz3rk/3181201664/
74. Enterprise 1.0 Sales
Enterprise 1.0 firms are
designed to service these two
markets but they leave a gap in
between.
Value and Effectiveness
Custom Mass prod /
Solutions volume
Complexity Volume
Enterprise SME Consumer
74
http://www.flickr.com/photos/bz3rk/3181201664/
75. Convergence is Not About Technology
75
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.
Value and Effectiveness
B2B B2C
Complexity Volume
Enterprise SME Consumer
76
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
Value and Effectiveness
B2B Br2Comm B2C
Complexity Volume
Enterprise SME Consumer
77
78. Self aggregating and self identifying
http://www.flickr.com/photos/silvertje/484165708/
88. Objectives
Objectives
Measurement Audience
Your insight process will have delivered you a
challenge, and out of that you or your client Commitment Footprint
will have laid out some objectives which need
to be met. They may be “fluffy” objectives like Converse Content
“awareness” or “reach” or they may be harder
– like “increasing sales 20%” or “200 new
customers”.
http://www.flickr.com/photos/firewarrior/180546142/
89. 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!
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://www.flickr.com/photos/anirudhkoul/3734369273/
90. Audience
Objectives
… if you’re engaging with the intent to Measurement Audience
hear and the intent to consider what
those folks are telling you. That builds
trust. It lets people know you’re paying Commitment Footprint
attention and that you value their
voice. It’s not a promise of action, but Converse Content
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/
91. Brand
Audience
Product
Creating a Listening Post
Industry
Key personnel
Intent
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://www.flickr.com/photos/89446022@N00/2057416586/
92. Audience
Creating a Listening Post
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://search.twitter.com
http://www.flickr.com/photos/89446022@N00/2057416586/
93. Audience
Creating a Listening Post
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://search.twitter.com
http://www.flickr.com/photos/89446022@N00/2057416586/
94. Audience
Creating a Listening Post
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://brandtags.net
http://www.flickr.com/photos/89446022@N00/2057416586/
95. Audience
Creating a Listening Post
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://brandtags.net
http://www.flickr.com/photos/89446022@N00/2057416586/
96. Audience
Creating a Listening Post
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://brandtags.net
http://www.flickr.com/photos/89446022@N00/2057416586/
97. Audience
Technorati
Search Listening with your Google ears
Twitter
Blog Search
Search
Objectives
Google Google LinkedIn Measurement Audience
Alerts Reader Answers
Commitment Footprint
Converse Content
PageFlakes Feedly
http://www.flickr.com/photos/ozaking/3807417/
98. Audience
Creating a Listening Post
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://google.com/reader
http://www.flickr.com/photos/89446022@N00/2057416586/
99. Audience
Creating a Listening Post
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://pageflakes.com
http://www.flickr.com/photos/89446022@N00/2057416586/
100. Audience
Creating a Listening Post
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://feedly.com
http://www.flickr.com/photos/89446022@N00/2057416586/
102. Audience
Creating a Listening Post
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://google.com/adplanner
http://www.flickr.com/photos/89446022@N00/2057416586/
103. Audience “Snoop”
by Sam Gosling
Openness
Conscientiousness
Extraversion
Agreeableness
Neuroticism Objectives
“Another major finding from our research was Measurement Audience
that Web sites are extraordinarily good places
to learn about people – perhaps the best of all
Commitment Footprint
places. Our site snooping yielded information
that was at least as accurate as what we
learned from the bedrooms, offices and music Converse Content
collections we studied …”
http://www.flickr.com/photos/mtchm/199007552/
104. 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/
105. Now that you know your audiences
in their pungent granularity, you
now need to understand their
Footprint behaviour.
Where do they go? What do they do?
Where to they spend time and why?
Objectives
Measurement Audience
This is about walking a mile or two in their shoes.
Commitment Footprint
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 Converse Content
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/
106. Use Your Listening Post to direct
your approach to connection
Footprint
Objectives
Measurement Audience
Commitment Footprint
Converse Content
107. Who, What and Where
Footprint
What is being said,
how is it connected Objectives
and what is the
Measurement
velocity behind it?
Audience
Commitment Footprint
Converse Content
109. 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?
Objectives
Measurement Audience
Commitment Footprint
Converse Content
110. 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 Objectives
Skills development Measurement Audience
Negotiation
A -- for adventure
Exploring an ever changing world Commitment Footprint
Actively making the world a better place
Y -- the yelp of surprise and delight Converse Content
Recognition and reward
Self expression
111. Capturing the joy - JK Wedding Dance
http://www.youtube.com/watch?v=4-94JhLEiN0
113. This is where your strategy becomes one of amplification rather than
Converse 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.
Objectives
Measurement Audience
Commitment Footprint
Converse Content
115. 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
Commitment “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?
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://www.flickr.com/photos/eschipul/2371505523/ http://bit.ly/SoCcontext
116. Commitment
http://www.servantofchaos.com/20
08/07/where-the-hell.html
More than 6.8 million
student reviews of 1
million professors
http://ratemyprofessors.com
117. Commitment Over 11 million views @
4:29 per view, 23 million
Google references
http://tinyurl.com/socwhereismatt
118. 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.
119. But wait! This sounds like
traditional marketing!
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://bit.ly/SoCcds
120. It’s how we deal with this
http://www.flickr.com/photos/philliecasablanca/2494647968/
121. By understanding social judgement
Liz Jye
Simon Stan Mark Leila
Gavin Kate Annik Steve Sally Kate
Trent Ian Zac Katie
David Nick
http://www.flickr.com/photos/duchamp/90520897/
122. 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
123. 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
124. 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/
125. This means that contagion is not about
influence but about PARTICIPATION and
therefore about TRUST
126. 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