This is my four-hour workshop I gave at SXSW 2015.
The workbook that accompanies it will definitely help you make sense of this! Email me at tara.hunt@totem.tc to get a copy of the workbook. (the lead generation form isn't working here)
Moving Towards Insights-Driven StrategiesTara Hunt
There are lots of analytics you can pull when you are working with a large audience to determine what people like/don't like, but there is also a lot of behavioural/interest data that can be used to determine what they will respond to as you are planning your strategies. This presentation was given at Inbound 2015 in Boston (September 8-11).
You Gotta Have Personality: how to connect to today’s customer with videoTara Hunt
Delivered at Digital Crossroads in Louisville, Kentucky on October 21, 2016. The core thesis of my presentation is that video is accessible for those who care about their audience (not for those who want a quick win) and, if you care, you should be making video...but only if you are committed to Hub content.
Channels featured:
https://www.youtube.com/l2inc
https://www.youtube.com/blendtec
https://www.youtube.com/user/Vidlers510
https://www.youtube.com/justinbendercpm (just launched)
https://www.youtube.com/channel/UCYxXNXA0npMEZ7xY74Bq9KA (launching soon)
https://www.youtube.com/channel/UC0Ld0jjEoyc5J3hfdrZVJlw (launching soon)
Podcast Creator:
http://www.joangarry.com/
Articles/Resources:
http://variety.com/2015/digital/news/youtubers-teen-survey-ksi-pewdiepie-1201544882/
http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf (lots of stats)
https://www.thinkwithgoogle.com/intl/en-gb/research-studies/youtube-brand-playbook.html
We all know that, thanks to technology, everything about everything is changing. You can pick up a million other books to describe the surface of those changes, or to wax poetic on what the changes might/maybe/could possibly mean. Most people still associate social with marketing when, in reality, it's much more than that. Social is... well, social. The way in which relate to one another and that affects business, leadership, and even your career.
This deck (co-created with the amazing Tara Hunt) is meant to complement the book, which was first published September 2012 (and named by Fast Company as a best business book of 2012).
It offers a clear breakdown of what the Social Era means now, and how best to take advantage of its benefits in the near and distant future. Each of us need to challenge traditional thinking and it helps if we use examples to show others what "future" (actually, present) looks like.
The Sinners & Saints of Social (retail version)Tara Hunt
I'll be giving a shorter version of this presentation at the Raymark Retailers luncheon in New York next week, but I wanted to post it earlier. It's the culmination of much of my recent work and research. Let me know if you have more examples (or better ones) and if I missed anything.
Presented at Mind the Product Conference in London, UK (Sep 27, 2013), I knew this was going to be a hard sell. Often marketers and product managers don't "get along". I wanted to present marketing as part of the product as well as a necessity even for great products.
The Power point slides that I used for a presentation to the Oviedo Winter Springs Lunch and Learn – May 26, 2015
A non-technical overview of twitter, with 2015 demographics that.
Moving Towards Insights-Driven StrategiesTara Hunt
There are lots of analytics you can pull when you are working with a large audience to determine what people like/don't like, but there is also a lot of behavioural/interest data that can be used to determine what they will respond to as you are planning your strategies. This presentation was given at Inbound 2015 in Boston (September 8-11).
You Gotta Have Personality: how to connect to today’s customer with videoTara Hunt
Delivered at Digital Crossroads in Louisville, Kentucky on October 21, 2016. The core thesis of my presentation is that video is accessible for those who care about their audience (not for those who want a quick win) and, if you care, you should be making video...but only if you are committed to Hub content.
Channels featured:
https://www.youtube.com/l2inc
https://www.youtube.com/blendtec
https://www.youtube.com/user/Vidlers510
https://www.youtube.com/justinbendercpm (just launched)
https://www.youtube.com/channel/UCYxXNXA0npMEZ7xY74Bq9KA (launching soon)
https://www.youtube.com/channel/UC0Ld0jjEoyc5J3hfdrZVJlw (launching soon)
Podcast Creator:
http://www.joangarry.com/
Articles/Resources:
http://variety.com/2015/digital/news/youtubers-teen-survey-ksi-pewdiepie-1201544882/
http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf (lots of stats)
https://www.thinkwithgoogle.com/intl/en-gb/research-studies/youtube-brand-playbook.html
We all know that, thanks to technology, everything about everything is changing. You can pick up a million other books to describe the surface of those changes, or to wax poetic on what the changes might/maybe/could possibly mean. Most people still associate social with marketing when, in reality, it's much more than that. Social is... well, social. The way in which relate to one another and that affects business, leadership, and even your career.
This deck (co-created with the amazing Tara Hunt) is meant to complement the book, which was first published September 2012 (and named by Fast Company as a best business book of 2012).
It offers a clear breakdown of what the Social Era means now, and how best to take advantage of its benefits in the near and distant future. Each of us need to challenge traditional thinking and it helps if we use examples to show others what "future" (actually, present) looks like.
The Sinners & Saints of Social (retail version)Tara Hunt
I'll be giving a shorter version of this presentation at the Raymark Retailers luncheon in New York next week, but I wanted to post it earlier. It's the culmination of much of my recent work and research. Let me know if you have more examples (or better ones) and if I missed anything.
Presented at Mind the Product Conference in London, UK (Sep 27, 2013), I knew this was going to be a hard sell. Often marketers and product managers don't "get along". I wanted to present marketing as part of the product as well as a necessity even for great products.
The Power point slides that I used for a presentation to the Oviedo Winter Springs Lunch and Learn – May 26, 2015
A non-technical overview of twitter, with 2015 demographics that.
Social Media: Fitting Social Media into your Marketing MixElement Three
In this session attendees will walk away with a long list of 'to-do's' on how you can begin integrating social media into your company's marketing efforts. We will dispel common myths and discuss in detail The Social Three - Social Marketing, Social Networking and Social Media.
Digital is eating the world...social media is the digital form of choice! Marketers need to understand the principles of social [Hint: not the same as traditional]; need to focus on digital presence; and need to keep to good practice
The Social Retailer: what ‘social’ means for the future of commerceTara Hunt
Most retailers are having a tough enough time keeping their inventory fresh and up to date, let alone trying to figure out how to leverage the newest, latest, greatest social platform for reaching potential customers. The good news is that leveraging the social web isn't about hopping on the newest, latest, greatest social platform. It's about thinking about your business - internally and externally - as a social organization. And what does that mean? Tara Hunt, one of the pioneers of the social web will talk about how to become a social organization without having to keep up with Twitter and how harnessing the innate socialness of the web can help you connect with your customers and build your business.
The past, the now and the future of blogging or personal storytelling. Six trends you should watch like new communities, techniques, visual storytelling, new platforms and the internet of things. This presentation I gave at blogger conference #blogst14 in Hamburg
Digital media great complicate death...and death complicates digital media!
Plan ahead, prepare your digital assets for you death...and check out the apps that let you continue in social media from the afterlife!
Why Google Plus is the Only Social Network That Matters SMAZ 6Matthew O'Brien
http://bit.ly/UwCcOd Content marketing is the hot topic and focus for most marketers...and it should be. What is odd is how few have a content marketing startegy in place, and those that do are not including Google Plus. At the start of my presentation at SMAZ 6, I polled the room and found about 5% of the audience admitted to having a Google Plus account and only half of them are active with their account. This just shows that people are not paying attention to #gplus.
This presentation and my supporting blog post (http://bit.ly/UwCcOd) should help influence where your marketing efforts will be most fruitful.
OMG - Social Networking!! or Social Marketing with a PurposeTekMiss
If you're in the category of folks who are baffled, frightened and confused about using FaceBook and Twitter and blogging, this presentation is for you. With humor, tips and tricks, you'll see how you can make Social Marketing Fun!
The art of brand storytelling is not about showcasing your greatness or emphasizing on how amazing you are, its about depicting the connection that the brand intends to make with the customer.
And why use Instagram for brand storytelling? Because it is,
- Quick & Intuitive
- Integration with Twitter, Facebook & FourSquare
- Top Photography Channel for TEENS
- Visual Appeal - More Images & Less Text
- The SEXY Filters
Content may be king, but visuals rule. All the latest studies and statistics suggest that images on social media command more attention than text alone. If you want more likes, comments, shares, retweets, and clicks, you want to include pictures with your social media posts. You want to be more visual. Designed to help social media marketers increase their organization’s social media engagement levels, this presentation explains and demonstrates the power of the visual in social media posts.
By using these tactics, you will succeed in growing your company's number of Twitter connections and, consequently, increasing your organization's ability to reach more current and future customers in the social space.
This presentation was developed by Bob Cargill, Director of Social Media at Boston-based digital marketing agency, Overdrive Interactive. It was the first of three segments that comprised a panel discussion entitled "Social Media Strategies, Shortcuts and Secrets," given at NEDMA's Annual Conference on May 14, 2014.
Social Media: Fitting Social Media into your Marketing MixElement Three
In this session attendees will walk away with a long list of 'to-do's' on how you can begin integrating social media into your company's marketing efforts. We will dispel common myths and discuss in detail The Social Three - Social Marketing, Social Networking and Social Media.
Digital is eating the world...social media is the digital form of choice! Marketers need to understand the principles of social [Hint: not the same as traditional]; need to focus on digital presence; and need to keep to good practice
The Social Retailer: what ‘social’ means for the future of commerceTara Hunt
Most retailers are having a tough enough time keeping their inventory fresh and up to date, let alone trying to figure out how to leverage the newest, latest, greatest social platform for reaching potential customers. The good news is that leveraging the social web isn't about hopping on the newest, latest, greatest social platform. It's about thinking about your business - internally and externally - as a social organization. And what does that mean? Tara Hunt, one of the pioneers of the social web will talk about how to become a social organization without having to keep up with Twitter and how harnessing the innate socialness of the web can help you connect with your customers and build your business.
The past, the now and the future of blogging or personal storytelling. Six trends you should watch like new communities, techniques, visual storytelling, new platforms and the internet of things. This presentation I gave at blogger conference #blogst14 in Hamburg
Digital media great complicate death...and death complicates digital media!
Plan ahead, prepare your digital assets for you death...and check out the apps that let you continue in social media from the afterlife!
Why Google Plus is the Only Social Network That Matters SMAZ 6Matthew O'Brien
http://bit.ly/UwCcOd Content marketing is the hot topic and focus for most marketers...and it should be. What is odd is how few have a content marketing startegy in place, and those that do are not including Google Plus. At the start of my presentation at SMAZ 6, I polled the room and found about 5% of the audience admitted to having a Google Plus account and only half of them are active with their account. This just shows that people are not paying attention to #gplus.
This presentation and my supporting blog post (http://bit.ly/UwCcOd) should help influence where your marketing efforts will be most fruitful.
OMG - Social Networking!! or Social Marketing with a PurposeTekMiss
If you're in the category of folks who are baffled, frightened and confused about using FaceBook and Twitter and blogging, this presentation is for you. With humor, tips and tricks, you'll see how you can make Social Marketing Fun!
The art of brand storytelling is not about showcasing your greatness or emphasizing on how amazing you are, its about depicting the connection that the brand intends to make with the customer.
And why use Instagram for brand storytelling? Because it is,
- Quick & Intuitive
- Integration with Twitter, Facebook & FourSquare
- Top Photography Channel for TEENS
- Visual Appeal - More Images & Less Text
- The SEXY Filters
Content may be king, but visuals rule. All the latest studies and statistics suggest that images on social media command more attention than text alone. If you want more likes, comments, shares, retweets, and clicks, you want to include pictures with your social media posts. You want to be more visual. Designed to help social media marketers increase their organization’s social media engagement levels, this presentation explains and demonstrates the power of the visual in social media posts.
By using these tactics, you will succeed in growing your company's number of Twitter connections and, consequently, increasing your organization's ability to reach more current and future customers in the social space.
This presentation was developed by Bob Cargill, Director of Social Media at Boston-based digital marketing agency, Overdrive Interactive. It was the first of three segments that comprised a panel discussion entitled "Social Media Strategies, Shortcuts and Secrets," given at NEDMA's Annual Conference on May 14, 2014.
20 Amazing Examples of Content-First Startups (the Content Inc. Model)Joe Pulizzi
Is there a better way to launch and grow a business? Joe Pulizzi believes the answer is yes. This presentation features 20 different examples of how entrepreneurs built remarkable businesses by first developing a loyal audience, and then launching products or services second.
The Future of Influence - how the audience, content + media is changing how a...Tara Hunt
In my November 2016 presentation at Ciudad de la Ideas in Mexico, I made the argument that though we are still influenced by the same fundamental things, the way they present themselves is very different. My talk is also up on YouTube here: https://www.youtube.com/watch?v=MF2ZbO0bMok&t=25s
GenZ is the largest generation yet and they are truly digital natives. The attitudes and behaviors of Zs will have a huge impact on the future of technology. Grounded in data from hundreds of online research sessions, diaries, and interviews, learn what Gen Z really does online and the ways it will change how we design the experience.
How to Become a Thought Leader in Your NicheLeslie Samuel
Are bloggers thought leaders? Here are some tips on how you can become one. Provide great value, put awesome content out there on a regular basis, and help others.
This is my Social Media version of the movie... Well actually, its a collectuon of social media case studies for an office presentation. How today's Eat Pray Love is equated with Facebook, Twitter and Youtube.. That is what this presentation is all about.
Social Media Workshop from the Illinois Alcoholism and Drug Dependence Associ...LEAD
This presentation will help participants to gain a better understanding about the influential power of social media, and how that power can be used for good. High-level and highly paid marketing executives more often than not get it wrong! By learning how to align social media efforts with mission, you will leave this presentation with an understanding of how to effectively use social media to listen, to engage, and to change the conversation.
Marketing with New Technologies Presentation by Angie A. Swartz (@aaswartz) and Christine Geltz (@geltzcomm) at the Dorothy Chandler Pavilion given July 23, 2009 as part of Reflections on Leadership-Women's Business Conference sponsored by The Metropolitan Water District of Southern California. For more information, email Angie@squaremartinimedia.com.
Running head SOCIAL MEDIA 1SOCIAL MEDIA.docxtoltonkendal
Running head: SOCIAL MEDIA
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SOCIAL MEDIA
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Social Media
Introduction
Social media refers to all the online platforms that are used by people across the world to share information, ideas, and views. The discovery of social media has had several impacts on the society. It has made people change the way they use to do things in the past. This paper seeks to explain how the discovery of Facebook, Twitter, YouTube, Snap Chat and Instagram has influenced and shaped the American culture.
Facebook
Facebook was discovered back in 2004 by Mark Zuckerberg as a medium for communication for college students. But eventually, it got accepted in the broader society, and today, it has more than a billion users. However, the discovery and integration of Facebook to the society has had many effects on the American culture.
Employment. Before the discovery of Facebook, American jobseekers had to watch TVs, listen to radios or read billboards for them to learn about new jobs. Some even had to walk to the offices to ask whether or not there were employment vacancies. Actually, it was a hectic process that required a lot of efforts and sacrifice. But with the discovery of Facebook, people nowadays learn of new job vacancies on this platform (Foreman, 2017). All you need is to like Facebook pages of the companies/sites that specialize in advertising latest job vacancies. This has dropped the old culture of having to stay close to TVs/Radio or visit the respective companies, instead, it has created a culture of seeking for employment while resting on your bed. If the current trend prevails, in future almost all companies will stop advertising vacancies via radios and televisions, and switch to using social media like Facebook (RELATIONS, 2018).
Connection. The discovery of Facebook has also changed the culture on how people connect. Initially, family members who had left for schools or jobs in far cities would communicate with their loved ones through phone calls. While that still promoted the family bond among the members, it didn’t do it as much as Facebook. Note that, phone call rates were expensive and so many Americans would only make few calls a day. Moreover, the phone calls did not support sharing of pictures and videos. But with the discovery of Facebook, granddaughters can frequently share pictures with their grandparents, thus increasing the bondage among the family members (RELATIONS, 2018). If this trend prevails, in future family members will hardly be visiting each other, since much of the connection and interactions will be done via Facebook (Read, 2016).
Twitter.
Discovered in 2006, Twitter has had a great impact on the American culture. People no longer do a lot of things that they used to do before 2006. For example:
News. Before twitter began trending in America, people had to stay close to radios or watch television to learn of the breaking news. Those were the only platforms that could d ...
Social Media Marketing for Actors - Dumbass Filmmakers!fatelink
We produced this packet for the actors of "Dumbass Filmmakers!" to help them navigate social media and build buzz for themselves and our show.
It includes advice on YouTube, Vimeo and Twitter, among other practical advice for getting the word out about your latest internet television project.
Young Lions Czechia
Creative Competitions & Unique Training Programme
MEDIA | DIGITAL | PR | PRINT | MARKETING
The young professionals go head-to-head and compete against the clock to be crowned the Young Lions champions.
It takes only 24 hours from a brief to the outcome. Each team has two members from agencies, client organisations or freelancers.
Young Lions develop ambition and the ability to create excellent communications solutions.
We can call them the national championship for brand communication professionals aged 31 or under*.
They provide a unique opportunity to develop creative and personal excellence.
COMPETITIONS
The only platform where young professionals can find out how good they are compared to their peers.
Coveted award closely watched by the whole industry.
Success accelerates career development.
Develop a healthy ambition.
TRAINING PROGRAMME
Powerful learning through experience by working under time pressure.
Provides invaluable group and individual feedback sessions.
Develops competencies in communication, cooperation, problem-solving, decision-making, getting things done, pitching, and presenting.
Enhances ability to create excellent solutions.
www.younglions.cz
Master YouTube Influence is a new powerful report that reveals the money-making possibilities of becoming a YouTube influencer. Readers of the report will learn that there are a number of influencers on YouTube that are earning significant incomes.
The report explains that YouTube influencers are sought out by sponsors who will pay well.
Learn the social media tools of YouTube to master the art of influence, get likes, views, subscribers, then get paid for doing what you love. Share your insights, goals, expertise and even start fundraisers for your favorite charity, family, friends and yourself. This journey is worth the effort! The video industry has hit the internet and is practically marketing itself. You can influence society from top to bottom so why not get paid for it while enjoying yourself!
Main Presentation Slides from the #iprevent San Diego Conference - April 20-2...LEAD
Developed by LEAD, in partnership with Live4Lali, this conference series features inspiring speakers who engage participants with innovative ideas and real-world solutions to substance use, abuse and overdose.
Learn how to run 12+ profitable YouTube channels and make 7 figures from themEmily Aldous
Master YouTube Influence is a new influential report that reveals the money-making possibilities of becoming a YouTube influencer. Readers of the report will learn that there are a number of influencers on YouTube that are earning significant incomes.
The report explains that YouTube influencers are sought out by sponsors who will pay well.
Readers will learn that it is not an easy thing to become a successful YouTube influencer. The report stresses that it requires dedication and consistent action to succeed. There is a step-by-step process in the report to become a YouTube influencer that readers can follow. This explains in detail what they need to do to get started in the best way.
The reader will learn about some YouTube promotional tactics that they can use to gain more subscribers and get more views on their videos. These tactics are not used by many YouTubers and offer clear advantages. They are easy to implement and are proven to deliver good results for channel growth.
The report explains different monetization strategies for YouTube influencers. Readers will learn that they do not require millions of subscribers to be considered for sponsorship and advertising. Monitoring and recording the growth of a YouTube channel is explained and the key metrics potential sponsors will look out for when choosing partners on the platform.
Readers of this report will learn how they can proactively find sponsors and advertisers for their YouTube channel. They will learn how to find potential sponsors and the best way to approach them. It is explained that it is better to be proactive than wait for potential sponsors to come calling.
The report also discusses other ways that YouTube influencer can monetize their channel. These include signing up for the YouTube Partner Program for a share of advertising revenues and promoting products and services in videos as an affiliate to earn commissions.
SREE SREENIVASAN: Fostering Brand Loyalty Through High-Trust Social Media Eng...techsytalk
Social media is a mighty medium to connect and deepen your relationship with your audience, but ONLY if you learn the art of engagement. In this session we bring to you one of the most sought after social media authorities, the former Chief Digital Officer of NYC and The Metropolitan Museum of Art - Sree Sreenivasan - to give us an abridged blueprint on digital and social media strategy to implement immediately with your event teams.
Gone are the days of sweet little Hannah Montana, voice overs of adorable cute girls, and partying in the USA. At only 20 years of age, Miley Cyrus is TWERKing her way to the TOP! Here are 5 Marketing Secrets from Miley!
Metrics are a (big fat) lie (Social Media Camp Panel)Tara Hunt
At the 10th anniversary Social Media Camp event, I led a panel with Fiona Birch, Mike Gingerich and Sean Moffitt, where we discussed how analytics can (and will) trip you up if you don't have your priorities in order. This deck only represents the "how they are a lie" part, not the solutions we discussed, but I thought it would still be pretty good to share.
The Revolution will not be Televised...but if you're lucky, it'll be memed.Tara Hunt
I gave this presentation at CTAM Canada's annual gathering at Corus HQ in Toronto on June 20th. I think it's safe to say that it was a bit...um...controversial.
In order to prepare for this talk, I poured over mutiple reports and studies about the state of the Canadian Media and Entertainment industry. These reports included a lot of hand-wringing over online and American VOD services (Neflix, etc), but really discounted "User-Uploaded Video" (or "User-Generated Content") as largely irrelevant (except for the CRTC, who seems to want to regulate and tax creators).
So...that's what I focused on in here: UGC, including Creators (and online influencers), remix/mashup culture, stans/super fans, and social media content in general.
Three points where I think the audience winced:
1. with the enormous growth in available content, we are seeing a huge appetite for diverse stories - we don't need any more content aimed at white people.
2. the biggest competitors for attention are your own audience, who are no longer "consumers"...they are creators. And there are many of them and growing.
3. stop worrying about people stealing your content. Content isn't where the value lies. Attention is where the value lies. You should be encouraging them to steal! It's free marketing!
I guess I can understand why my message was a little controversial, but I want to help, not hurt.
Your Customer's Journey in the Social EraTara Hunt
I presented this at the United Benefits Advisors' spring conference in May - to answer the question, "Why would benefits advisors use social media?" I presented it like this:
The customer journey is non-linear and unpredictable. It goes online/offline/and more. You need to be on that path in as many places as possible. Social is a good chunk of that now.
Stories in the Social Era - Presenting to CCO Learning Day (Government of Can...Tara Hunt
On February 20, I presented this to a group of Communications Officers in various departments of the Government of Canada. The question presented to me when approached to give this talk was: "How do government services tell effective stories on social?"
My core thesis: They don't. People don't want to be told stories, they want to be involved in making them...especially in the social era.
Understanding the Customer Journey in the Social EraTara Hunt
I spoke at the United Benefit Advisors annual conference in Chicago on September 11/12, 2017, on the subject of how a B2B business (and even a smaller one) can make sense of social.
I tied the idea of social to the customer journey and showed how, along each step of the way, they could engage customers and potential customers with social...not just social media: social content, reviews, social thinking, and more.
Since the beginning of the social web, marketers have been trying to figure out what it is that creates buzz online? Is it that funny viral YouTube video? Witty real-time twitter banter? A big enough budget on that Facebook video? Kylie Jenner’s instagram?
Well, I’m going to tell you today that it is NONE of those things, but it’s also NOT rocket science.
The biggest factor that will determine how quickly something travels through a network is…
I guess you’ll just have to click through the presentation to find out.
This talk was given at Social Media Camp in Victoria, BC on May 7, 2016.
Finding My Voice + Learning to Trust my Gut - from LeanIN Toronto LaunchTara Hunt
I gave this talk at the LeanIN Toronto Launch party on September 24 to a group of 300 amazing women. It is all about finding your voice and being yourself and not letting anyone else tell you otherwise.
Collaboration and Tales of Digital Culture from the Social@Scale summit by Sp...Tara Hunt
It’s been 10 years since the Web 2.0 conference launched 2004. We were talking MySpace back then as the behemoth, but there were plenty of emerging social tools: Flickr, Delicious, Blogs, Wikis. And I was a beta tester a few years later on a platform called TWTTR that would go on to become the engine of revolutions around the world. I knew it would be big when we experienced our first ‘twitter quake’.
We’re now in an age where it’s pretty much a given that every business needs a social presence. To not have one would be as ludicrous as not having a webpage…or a phone number even. [A stat about the adoption of online - spending, etc]
Year after year, the technology advances. Today, 30% of the world (and 56% of Americans AND Canadians) are on smart phones and that is growing by 20% each year. MySpace was left in Facebook’s wake years ago and who knows what tomorrow’s hot new platform will be.
And as the technology advances, I get really excited, but I also get really worried. Because the technology is moving quickly, but the culture is not. Or, to be clear, there IS a culture - or rather multiple cultures - that have grown and been catalyzed through the democratization of the web, but not everyone understands what is really going on here:
The web isn’t about the tools or the technology, it is about the culture.
There are 5 new rules for Digital Culture:
1. There is no mass.
2. Listening is more valuable than talking
3. When you see a parade, get in front of it!
4. Trust is the most valuable currency. To earn AND give.
5. Invest in the long term.
I gave this on June 3, 2014, in Toronto, ON, Canada at the Social@Scale Summit hosted by Air Canada, organized by Sprinklr
11 Rules for the Social Era - book by Nilofer MerchantTara Hunt
The era of social technologies provides seemingly endless opportunity, both for individuals and organizations. But it’s also the subject of seemingly endless hype. Yes, social tools allow us to do things entirely differently—but how do you really capitalize on that? This deck covers the 11 rules. You can buy the book here:
http://www.amazon.com/Rules-Creating-Value-Social-ebook/dp/B0097DM41E?tag=wwwnilofermer-20
Check out Nilofer's site here:
http://nilofermerchant.com/
This presentation is mostly just the framework for questions at the Blissdom Canada panel we gave. I think it was recorded, so I'll link to it afterwords so you can see the great advice that followed the questions.
See the video of this here: http://youtu.be/spy6NmD6iPI
Startup life and culture is super sexy and all sorts of founders are appearing in their jeans and t-shirts and boyish/girlish grins on the covers of magazines and newspapers across North America. Seems that millions of dollars of money is being thrown left right and center at anyone with a dream and the gumption to pursue it. There has been no better time to quit your day job and pursue this. It costs next to nothing to build stuff on the web, right?
Only it isn't *exactly* like that and we're only hearing a small portion of the stories. Sure, Tara Hunt would encourage everyone with an awesome idea to pursue their dream, but in this presentation, she lays down what being a startup founder is REALLY like. She also plans to share all the tips and tricks she is learning from (continually) making a whole bunch of mistakes...because nobody is talking about this stuff. By the end of her talk, you'll either hand in your notice and go for it or shelve those dreams forever. Bring it!
Emotional Data: hipsters, human beings and mapping of taste dataTara Hunt
As personal expression grows through social web tools, we are seeing the true diversity and complexity of human beings. However, most recommendation engines and marketing tools are stuck in mass market mentality. ‘People who bought this, also bought this’ just doesn’t quite cut it anymore.
Fortunately, a field of evolutionary psychology that starts to explain the signals of personal expression is picking up steam. Taste Signaling explains the type of signals that people are practically screaming out to the world through posting to social networks. Could this be the key that maps data to our emotional selves and could unlock the future of truly personalizing our web experiences? Come find out what the Big Five Indicators are and how data can be emotional, too.
I am 37 years old and this month marks the first time in my adult life that I had to call up my landlord and tell him I couldn’t pay my rent on time. I’m not telling you this for pity and it isn’t a rags to riches story. I am doing what I love. I am more alive than I’ve ever felt. And though I’m more broke than I’ve ever been, I’m also happier.
Hello, my name is Tara and I am a startup entrepreneur…
Let me tell you…that it takes HERCULIAN levels of strength to hold the faith day after day as you travel down an unclear path.
Imagine this. You are an entrepreneur standing in front of a group of important people, people who hold the power to change your future – venture capitalists, media, potential employees, and YOU – and you pour your heart out to them. You present your vision in the best way you know how to articulate it. Your palms are sweating. Your heart is beating out of your chest. You are so excited and filled with passion and you just know they are going to recognize it. They will understand your vision and want to be part of it. They will want to help you get there.
But then you start noticing them checking their blackberries and looking bored…their furrowed brows…and you know what is coming. They proceed to tell you every way in which your business will fail. It’s been done before, so it will fail. It’s never been done before so it will fail. There are too many competitors, so it will fail. You come into those meetings with your heart on your sleeve and the reach across the table, grab your heart, put it in their teeth and take a big, juicy bite out of it, hand it back to you and say, “good luck with that.”
And you leave those meetings with two things. Number one, a broken, bleeding heart and number two, a burning desire to prove to them just how wrong they are. And you hold onto that second thing, imagining yourself handing them their hats on a silver platter when they come to you to beg to be part of your success some day.
But those meetings are the easy ones. At least you know exactly where you stand when you leave them.
The worst meetings go something like this…once again, you are presenting your vision with passion and this time, the reception is different. You see a sparkle in their eyes. They are nodding their heads. They start to ask you deeper questions about your marketing strategy and technology and you answer these questions like a pro. You know your business. You know your market. They tell you they want to follow up! You leave those meetings in a very different mood. You are giddy. You practically skip back to your office.
You get back to your office all fired up and send that follow up email, “great to meet with you! Here are those things you asked for!” finally! Someone who gets it! You want to celebrate! Your business is going to move forward!
Then a couple of days pass….nothing. Days turn to weeks….still nothing. Your spidey senses start tingling…well…maybe they got busy? Perhaps a family emergency? Maybe an illness?
So you send a follow up email, “hey! Just following up to see if you need anything else from me! If you have any questions, just ask!”
And then comes the reply. It’s vague and flat and sounds nothing like the previous meeting. It goes something like this:
“Tara, thank you for coming in and showing us what you are working on. We really enjoyed meeting the team and though we like your idea, we are just going to pass on it right now. Keep in touch!”
Huh? This is the point that you take a drink. Tequila has become my personal favorite. Take a pass? What? What happened? Where is the love?
It’s as if everyone you meet with is directly or indirectly telling you that you are chasing a pipedream….that you should just give up.
Give up? Never. Isn’t this what a startup is about? Building something with unknown results? It’s never certain. We have a great team, a product that is well on it
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
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Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
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Confidently measure SEO performance
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Marketing Trends - Experts Insights on How
Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop
1. | @missrogue | Tara Hunt | TOTEM.TC |
Real Lessons in Working with Digital Influencers
2. | @missrogue | Tara Hunt | TOTEM.TC |
• Interact a LOT. Ask tonnes of questions. Tell your own stories where
applicable. Push back. Share!
• Watch a LOT of Videos. We are mostly covering YouTube, but we can
explore other platforms as well. Show and tell!
• Absorb a LOT of information. My card is in your workbook. Feel free to
reach out to me afterwards if any of it was unclear.
• Have fun! I hope!
Today we will:
3. | @missrogue | Tara Hunt | TOTEM.TC |
• WHY work with online influencers?
• WHO are these influencers and what have they done to build their
influence?
• WHERE do we find them?
• HOW do we make this work?
Schedule
4. | @missrogue | Tara Hunt | TOTEM.TC |
work with digital influencers?
5. | @missrogue | Tara Hunt | TOTEM.TC |
1. They are who the audience is
paying attention to.
2. They are who the audience
TRUSTS.
3. And yes, their audiences include
non-Millennials, too!
3 Reasons to Work with Digital Influencers:
https://www.flickr.com/photos/
12. | @missrogue | Tara Hunt | TOTEM.TC |
– Marketing Magazine (UK) March 3, 2015
http://www.marketingmagazine.co.uk/article/1335724/five-marketing-lessons-generation-youtube
!
YouTube celebrities work because their audience wants authentic perspective. "The danger
for the celebrity is that endorsements compromise their perceived objectivity, which is at
the root of what initially made them popular," he argues.
!
Continued reliance on pre-roll advertising and the slick commercialised 30-second spot
fails to tap into the authenticity and immediacy the medium demands. To truly capitalise
on this trend, brands should invest in creating their own content or partnering vloggers.
13. | @missrogue | Tara Hunt | TOTEM.TC |
are some of these digital influencers?
14. | @missrogue | Tara Hunt | TOTEM.TC |
A Few Areas of Influence
GAMING DIY UNBOXING SKETCH COMEDY
VLOGGING ANIMATION MAKEUP PRANKS
FASHION & STYLE HOME DECOR MUSIC COMEDY
AUTOMOTIVE FOOD & COOKING TECHNOLOGY NEWS
TRAVEL SPORTS PARENTING PETS
15. | @missrogue | Tara Hunt | TOTEM.TC |
A Few Platforms You’ll Find Them On
TWITTER YOUTUBE VINE
SNAPCHAT INSTAGRAM BLOGS
FACEBOOK PINTEREST PODCASTS
17. GRACE HELBIG
2.1 million subscribers YouTube
900,000 followers Instagram
964,000 followers on Twitter
!
Vlogger/Comedian
!
Grace has been on YouTube since 2007, when she started her daily vlog. She is an
actor and comedian, who has leveraged her YouTube fame to get acting gigs. She’s
worked with brands like St. Ives.
https://www.flickr.com/photos/gageskidmore/7484686814/
18. LOUIS COLE
1.2 million subscribers YouTube
864,000 followers Instagram
590,000 followers on Twitter
!
Travel/Adventure
Louis has been on YouTube since 2011, where he originally gained fame by eating awful things. In 2013, he switched gears to vlog
his travel adventures.
https://www.flickr.com/photos/gageski
19. GLOZELL GREEN
3.4 million subscribers YouTube
196,300 followers Vine
745,000 followers on Twitter
!
Comedy
Green started her YouTube channel in 2008 - mostly with song parodies and comedy sketches about her life. She interviewed
Barack Obama after the State of the Union address this year.
https://www.flickr.com/pho
20. BETHANY MOTA
8.4 million subscribers YouTube
4.4 million followers Instagram
2,390,000 followers on Twitter
!
Beauty/DIY/Fashion
Bethany started on YouTube in 2009 and since she rose to fame, she’s done a clothing line for Aeropostale, been the face of
CoverGirl, been on Dancing with the Stars, was a judge on Project Runway, and she also interviewed Obama post SOTU address.
She will be 20 this year.
https://www.flickr.com/phot
21. PEWDIEPIE
(real name: Felix Arvid Ulf Kjellberg)
35 million subscribers YouTube
5.46 million followers on Twitter
5.4 million followers on Facebook
!
Gamer
!
Felix created his channel in 2010 and was the first channel to
reach 15 million subscribers in 2013. He is known for his very
colourful commentary (ie cussing) on his gaming videos. He’s
moved into more vlogging and comedy as well as gaming. He’s
worked with a few brands (like Mountain Dew), but mostly
works on his own. It’s estimated he makes $4-6 million in ad
sales alone per year.
22. RYAN HIGA
13.9 million subscribers YouTube
1.6 million likes on Facebook
1.58 million followers on Twitter
!
Comedy
Ryan has been on YouTube from very early days. His channel started in 2006. His channel was the first one to reach 3 million
subscribers in 2010.
23. MKBHD
(name: Marques Brownlee)
2.2 million subscribers YouTube
174,000 followers on Instagram
324,000 followers on Twitter
!
Technology
!
Marques started uploading videos in 2009. He is the most
subscribed to in tech-based YouTube channels.
24. MELISSA MAKER
(channel: CLEANMYSPACE)
245,000 subscribers YouTube
6,433 followers on Instagram
3,683 followers on Twitter
!
Home Care
!
Melissa started doing how-to cleaning videos in 2011
and is a great example of finding a passionate niche
and really rocking it. Though her subscriber numbers
aren’t super high (compared to the biggies already
listed), she’s received over 20million views on her
videos.
25. MANJULA JAIN
222,300 subscribers YouTube
442 followers on Twitter
745,400 followers on Facebook
!
Indian Cooking
!
Manjula was an early adopter in 2008. She isn’t the ‘typical’
YouTube creator - she has grandkids! Once again, a great
example of a channel built on passion and persistence that has
done well over the years. These more ‘niche’ channels
(Manjula’s videos have been viewed over 92 million times) are
important to pay attention to. There are more opportunities
here than battling for the big guys.
27. NASH GRIER
11.2 million followers Vine
4.3 million followers on Twitter
4.1 million followers on YouTube
!
Comedy Sketches
!
Nash shot to stardom on Vine in 2013, but has faced all sorts
of controversy around his use of homophobic and sexist slurs
in Vines. In 2014, Aeropostale, who had partnered with Grier,
got all sorts of pressure from teens to drop him.
28. EHBEE FAMILY
1.4 million followers Vine
35,000 followers on YouTube
30,000 avg views Snapchat
!
Comedy Sketches
!
Great family humour that grew on Vine since 2013. They’ve worked with Disney,
Dignity Health, Regal Cinemas, Nordstrom and Toyota.
29. US THE DUO
4.5 million followers Vine
396,000 followers on Instagram
149,000 followers on Twitter
!
Music
!
A lovely couple with a wonderful story. They’ve been together for three years and became famous on Vine after their
#6secondcovers went viral. They’ve now gotten married and released an album.
30. AMYMARIE GAERTNER
3.6 million followers Vine
274,700 subscribers on YouTube
81,000 followers on Twitter
699,000 followers on Instagram
!
Dance
!
Amymarie is a self-taught dancer and choreographer who shot to
fame with Vine in 2014. She also posts adorable Vines of her dog,
Ginger.
32. CASEY NEISTAT
506,000 Subscribers on YouTube
76,500 followers on Twitter
228,000 followers on Instagram
!
Filmmaker/Activist
!
Casey has been very omni-channel over the years. He first gained
fame in 2003 with a film called ‘iPod’s Dirty Little Secret’, then with
a popular video on the New York Bike lanes in 2011. He’s done
videos with Nike (Make It Count), Mercedes-Benz and J.Crew. He is
prolific on Snapchat now.
33. DASHA BATTELLE
!
Artist
!
Dasha creates what she calls ‘SnapArt’, drawing pictures with her finger and the rudimentary Snapchat tools. She works for
Mashable on the visual storytelling team.
34. JEROME JARRE
8.1 million followers on Vine
1.15 million followers on Twitter
913,000 subscribers on YouTube
!
Pranks/Comedy/Inspiration
It’s hard to classify Jerome. He’s prolific on Vine and on Snapchat…as well as YouTube. His message is about fun and positivity
and he recently did a prank where he turned down a million dollar brand deal (brand unnamed). He’s now raising money to
support other creators in their endeavours. He is thought to be the first Snapchat celebrity.
35. | @missrogue | Tara Hunt | TOTEM.TC |
Power Influencers
Influencers
Social Enthusiasts
Fans
Big audience with lots of clout. Celebrity status. Depending on the network, could be
>100k or >1M engaged followers. Creating content is their full-time job.
Great, engaged audience. Most likely has closer relationships with followers
(answers tweets and comments). They may still have a day job. These are
great people to get to know before they get really big!
They follow lots of influencers and interact on a regular basis. They
are looking to become Influencers one day. Don’t ignore these ones…
you never know who follows back or how they will grow their own
audiences over time!
The bulk of people on social networks just want to interact with
their friends, but they still really love it when a brand they love
interacts with them.
38. | @missrogue | Tara Hunt | TOTEM.TC |
The Theory of Emotional Arousal
Adapted from Jonah Berger’s studies in Contagious: Why Things Catch On
Emotional arousal is a state of heightened physiological activity.
High-arousal emotions include joy, anger, fear, surprise, awe and
distress. Positive high-arousal emotions incite us to share.
39. | @missrogue | Tara Hunt | TOTEM.TC |
High Arousal vs Low Arousal
HIGH AROUSAL LOW AROUSAL
+
Awe, Joy, Love, Excitement,
Humor, Hope, Giddiness,
Inspiration, Surprise
(happy), Obsession
Contentment,
Relaxation, Calmness,
Satisfaction
-
Fear, Distress, Anger,
Anxiety, Disgust,
Tension, Frustration,
Alarm, Annoyance
Depression, Sadness,
Loss, Pity, Boredom,
Gloom
!
Though sad moments are shared by Digital Influencers, the moments are shared to give hope and inspiration to their audience.
Though sharing their sexual orientation was emotional for the twins, the outcome was incredibly positive.
41. | @missrogue | Tara Hunt | TOTEM.TC |
Mimetic Desire (theory by René Girard)
“The theory of mimetic desire says that we do not desire things
directly for ourselves in a linear fashion, but rather we desire
objects because someone else desires that object.”
42. | @missrogue | Tara Hunt | TOTEM.TC |
How Mimetic Desire Works
I’m just like you…I was bullied and
lost. I’m silly and imperfect! Now
look at where I am! You can do it,
too!
OMG! We love you, Bethany! You are so
inspirational! We want to be JUST like you! We
want to dress like you, eat like you…BE you!
!
Because Bethany and her
kin are just ‘normal’ kids
that followed their
passions - exposing
warts and all - other
‘normal’ kids see
themselves reflected and
are motivated to follow
the same path.
43. | @missrogue | Tara Hunt | TOTEM.TC |
Even Traditional Celebrities Are Doing It
!
Traditionally, celebrities had a polished,
perfect image. The growth of democratized
media has shifted the desire for the audience.
Now we want to see imperfection. It is in a
moment of human frailty that we see ourselves
and feel that we have something in common.
44. They put their audience first.
“empowerment & sense of community”
http://www.fastcompany.com/3033832/the-art-of-
45. | @missrogue | Tara Hunt | TOTEM.TC |
— Marvin Weisbord, author of Productive Workplaces: Organizing and Managing for Dignity, Meaning and
Community
How to build a community:
!
“People support what they help to create.”
46. | @missrogue | Tara Hunt | TOTEM.TC |
!
Start small. Content creators don’t need tons of money or fancy equipment to develop big
viewership. They need to cultivate a connection and then build from there. It’s as though
successful YouTube content creators have intuitively – or perhaps out of necessity – built their
brands and businesses on the premise that you need to lead with a minimum viable product and
the development of your community of customers, culled from the audience you attract, to have
a better chance of being sustainable.
— Rock on Ink Magazine
48. | @missrogue | Tara Hunt | TOTEM.TC |
Finding the right influencer is crucial to the
success of your campaign. There are a few
tools available and a process to help you pick
the right one. Here are the steps:
1. Define your goals
2. Figure out your audience
3. Research the space
4. Narrow the options
5. Reach out
Finding the Right Influencer
https://www.flickr.com/pho
49. | @missrogue | Tara Hunt | TOTEM.TC |
Are you trying to:
build awareness?
seem popular?
seed high profile reviews?
build relationships?
sell a product or a service?
other? or all of the above?
Defining Your Campaign Goals
51. | @missrogue | Tara Hunt | TOTEM.TC |
ADVOCACYRETENTIONEXPERIENCEPURCHASECONSIDER
Audience Awareness Stages
AWARE RESEARCH
This is where influencer marketing is AWESOME. You should use other tactics here.
52. | @missrogue | Tara Hunt | TOTEM.TC |
Best Way to Set Up Your Program?
manually
53. | @missrogue | Tara Hunt | TOTEM.TC |
WHY Manual Setup?
ADVANTAGES DISADVANTAGES
You own the relationships It takes a lot of time
You understand the community (both the
customer + influencer)
—
It saves you money —
You get the jump on emerging influencers —
You could learn some tricks of the trade —
It’s hella fun —
55. | @missrogue | Tara Hunt | TOTEM.TC |
Figure Out Your Audience
To understand who influences them, you need to know more
about your audience:
!
Who are they? (demographics)
!
Where do they hang out online? (online behaviour)
!
What are their interests? (psychographics)
56. | @missrogue | Tara Hunt | TOTEM.TC |
Figure Out Your Audience
HINT: If you don’t already have data about your audience, take a
look at data on your competition or proxies. You won’t want to
copy them, but you can learn from them.
60. | @missrogue | Tara Hunt | TOTEM.TC |
Getting To Know the Space
Now that you are committed to spending lots of your free time on
social media, following who your audience follows, you’ll
discover:
!
The rules of engagement
!
The insider language
!
The tropes
61. | @missrogue | Tara Hunt | TOTEM.TC |
The Rules of Engagement
“You are the bomb.”
“I’m hanging with you.”
“I’ve checked you out.”
“I recognize you.”
“I’ve seen you around.”
AWARE INTERESTED INTERACTED ENGAGED TIGHT
start here
and ONLY here
62. | @missrogue | Tara Hunt | TOTEM.TC |
TROPES: The Makeup Tutorial
https://www.youtube.com/watch?v=YFMaLuI1uxc
!
Pretty self-explanatory,
Makeup Tutorials are
step-by-step how-to’s on
creating a look. Kandee
Johnson, Michelle Phan,
Tamang Phan and
Carli Bybel are some of
the biggest in this
category.
63. | @missrogue | Tara Hunt | TOTEM.TC |
TROPES: The Haul
https://www.youtube.com/watch?v=TtpFYJNue9E
!
Hauls are video blogs that
document what the
YouTuber just purchased.
Originally brushed off as
‘stupid and shallow’ by
critics, haul vloggers
have grown to have some
of the largest, most
dedicated audiences on
YT.
64. | @missrogue | Tara Hunt | TOTEM.TC |
TROPES: The Tag
https://www.youtube.com/watch?v=us_E-QyQEp0
!
Tags are powerful
because they spread
through the community
(they also exist on
Instagram as photo
challenges). It’s ‘tag’ as
in tag, you’re it!
!
There are 361,000+ TMI
Tag videos
65. | @missrogue | Tara Hunt | TOTEM.TC |
TROPES: The Challenge
https://www.youtube.com/watch?v=8nT_pX0cGV0
!
Challenges are like Tags, but
they are usually more
physical in nature (and
participated in by the male
creators more).
!
There are 503,000 results for
Cinnamon Challenge on
YouTube. Glozell’s is the
most popular with 43million
views!
66. | @missrogue | Tara Hunt | TOTEM.TC |
TROPES: DIY’s
https://www.youtube.com/watch?v=cttmSGew-EA
!
DIY’s are how-to videos on
recreating stuff you would
normally buy in the store,
but are simple enough to do
yourself. Of course, they are
also how-to’s, but I always
think that DIY’s are the
simpler brethren of How-
To’s.
!
Rarely do I see anyone build
something insurmountable
(like a house).
67. | @missrogue | Tara Hunt | TOTEM.TC |
TROPES: Pranking
https://www.youtube.com/watch?v=7t0EtKlQxyo
!
Prank channels are very
popular on YouTube. Pranks
range from simple to very
elaborate (like this one or
like the Just For Laughs
Gags pranks). The audience
really loves being in on the
joke and watching the poor
victims of the prank being
tricked.
68. | @missrogue | Tara Hunt | TOTEM.TC |
TROPES: Unboxing
https://www.youtube.com/watch?v=aoc8d0gcf08
!
Unboxing videos are
incredibly popular. Started
with the tech set, it’s now
the toddler crowd that’s
gotten involved. Sometimes
called ‘toddler crack’, the
toy unboxing channels are
some of the most subscribed
to channels and have led to
YouTube creating children’s
tools that access only these
channels.
69. | @missrogue | Tara Hunt | TOTEM.TC |
TROPES: Lists
https://www.youtube.com/watch?v=ZY7fz_9kStQ
!
Before Buzzfeed video,
there were many, many
list YouTubers.
!
Lists are usually in
numbers (10 things you
didn’t know about blah)
and are both entertaining
and informative.
70. | @missrogue | Tara Hunt | TOTEM.TC |
TROPES: How It Works
https://www.youtube.com/watch?v=bV--EABqhiY
!
How it works is not only
informative, but it’s very
entertaining and is highly
searchable on YouTube.
!
These videos are mostly
scientific, but are
sometimes just
explorations in social
behaviour.
71. | @missrogue | Tara Hunt | TOTEM.TC |
TROPES: Play With Me
https://www.youtube.com/watch?v=EJ99CVsQI88
!
Minecraft is one of the
biggest gaming communities
on YouTube, but there are
many gamers that post
entire games or sections of
their games and get
hundreds of thousands of
views.
!
Why? Well, why do we
watch sports? Video games
are the new pro sport for the
next generation.
72. | @missrogue | Tara Hunt | TOTEM.TC |
TROPES: Draw My Life
https://www.youtube.com/watch?v=cqfSdF6M-g4
!
This Tag cut across all
communities and genres on
YouTube and nearly every
YouTube celebrity has made
one. They are wonderful
ways to learn more about
the YouTubers we follow.
!
They are made by telling
their life stories (highlights,
of course - with serious
issues) and drawing out the
story.
73. | @missrogue | Tara Hunt | TOTEM.TC |
Narrow the Options
By the time you get here, you will probably know enough
influencers, but just in case, there are some tools you can use
to:
!
Find the right influencers
!
Set up influencer campaigns
!
Figure out if you are on the right path
86. | @missrogue | Tara Hunt | TOTEM.TC |
The Creative Process
The Influencer knows his/her own
audience the best.
Give him/her the creative brief + be clear
about the campaign goals and then let
him/her bring you back a proposal.
87. | @missrogue | Tara Hunt | TOTEM.TC |
Being Clear With Your Goals
CLEAR/REASONABLE GOALS UNCLEAR/UNREASONABLE GOALS
Give away # of products. 500,000 giveaway entries.
Show how to use the product in an
image.
100,000 hashtags.
Produce a video that integrates the
benefits of the product.
250,000 views.
Maximize impressions of product
review across social networks.
3 million impressions.
88. | @missrogue | Tara Hunt | TOTEM.TC |
Measuring Success
As aligned to where Influencer campaigns move the needle:
1. increase awareness (mentions, impressions, reach)
2. create more authentic positive reviews (number of reviews on review
sites, unbiased videos/posts results in a search)
3. positive feedback on your product/brand (thumbs up, shares, positive
comments)