The document discusses the evolution of the web across three phases, highlighting a shift from static pages to interactive communities. It emphasizes that social behavior is integral to the modern web, advocating for marketing strategies that focus on everyday influential individuals rather than traditional celebrities. Additionally, it explores the rise of startup accelerators and advises on selecting the right ones to enhance business growth.

1. SXSW LEARNINGS
Griffin Farley 2012

2. PHASES OF THE WEB

3. THE FIRST PHASE OF THE WEB
Documents linked together. For brands this often meant copying and pasting their print marketing materials online. When
we interacted with websites, we couldn’t interact with other people.

4. THE SECOND PHASE OF THE WEB
With the second phase we started seeing opportunities for interaction with others. Some websites had reviews, and ways
to leave comments. Many brands added social network buttons to their existing site pages. This social behavior was
bolted on.

5. THE THIRD PHASE OF THE WEB
We are now in the third phase of the internet where websites are being rebuilt around people. Social behavior is the key
feature. It is not bolted on.

6. QUICK TIPS
Don’t think about the social web as a set of features to add on to your existing site.
The social web is not about adding a “like” button or a “share” button.
Zynga, Facebook Photos and Etsy reinvented businesses
by designing around people.
Think of the social web like you think of electricity. It’s always there powering
everything else. Social behavior is the same: always there, motivating us to act.

7. A CASE AGAINST THE TIPPING POINT

8. THE LAW OF THE FEW
If you reach and influence the minority of influential people in society,
they will in turn influence hundreds, thousands and even millions of others.
Much marketing in the last ten years has been focused on finding and seeding
messages with these “influentials.”

9. HOW WE WANT MARKETING TO WORK
This focus on “influentials” is mostly based on a view of how we want the world
to work versus how it actually works.
15% 85%
of influencers of non-influencers
30% 70%
of conversations of conversations
Focus marketing efforts on lots of small connected groups vs. a few influencers

10. DRIVING FACTORS BEHIND THIS
Our online world is catching up with our offline world.
People live in networks, they are not isolated, independent actors.
Most decision funnel marketing is based on this.
For the first time in humanity, we can accurately map and measure
human-to-human interaction.
This will force a move towards Permission based marketing
instead of Disruption/ Interruption based marketing

11. QUICK TIPS
Move away from the idea of finding “influentials.”
Celebrities can still drive behavior
We are all influential in different contexts. You ned to find everyday
people who are passionate about what your brand does, and market to them.
They will go on to tell their friends.
Don’t focus on products, focus on interests.

12. SOCIAL COMMUNITY MANAGEMENT

13. COMMUNITY MANAGEMENT EXPERTS

14. COMMUNITY MANGER TRAITS
Interesting
Empathy for Others
Respect for the Brand
Contagious Passion about the Brand

15. THE SKILL YOU ARE BORN WITH
Can’t Train Judgement

16. HIRING A COMMUNITY MANAGER
Disregard Resumes, Odd Backgrounds, Hire Interesting People
Their Attitude: Here I am and this is how I can add value
They need to be a reflection of their audience
They need to be an employee first, fan second
Nobody had success converting a fan into a community manager

17. EDITORIAL VOICE
Founders set the voice, early beta tester emails, letters from archives
Write a community credo (community manifesto)
Belonging to this community means what?

18. QUICK TIPS
User of the Day
Real Life Events for Users to Attend

19. START UP ACCELERATORS

20. ROCK STARS OF THE BUSINESS WORLD

21. THE NUMBER
A year ago their were less than 10 start up accelerators
Now their are more than 200
Next year their could be 1000

22. THE DEALS
If they accept you you get $6,000 per founder, max $18,000
Have to work out of the accelerator for 3 months
They get your product to the next phase (whatever that is)
They put you in front of Venter Capitalists and Angel Investors

23. QUICK TIPS
If you have an idea find a start-up accelerator that has done the following:
A history of funding
A network of mentors
An in-house team that can get your idea to the next phase
An accelerator that doesn’t take more than 6% equity