Mark W. Schaefer@markwschaeferwww.businessesGROW.com
Life used to be soSIMPLE
The world’s first layer ofONLINE ENGAGEMENT
How do I make more …                       with no budget…
…when people hate you?
ANSWER:
DestroyYour Product.   http://www.youtube.com/watch?v=NtX0jRMxhM4
100 SalesLeads!
Employees                    Customers            Your WebsiteProspects                         Local                     ...
(you)
Employees                    Customers            Your WebsiteProspects                         Local                     ...
HOWcan get it anymore exciting???
 In 2010, world spent 9.3 billion hours on  Facebook. That’s 1.1 million years. Largest seller of display advertising --...
“Since we launched video last year, more than 45 million videoshave been uploaded to Facebook with approximately 100,000ne...
The social layer is complete.      It is Facebook.
Welcome to the new engagement layer.
BUTHOW?
In the technology lollapaloozaof the past decade, digital andsocial media are the warm-up      headliner          -- Chris...
5.4                                  1.7    Billion                                 Billion    Mobile                     ...
First screen access80%70%60%50%40%30%20%10%0%      Egypt   India   South    Ghana   Kenya   Nigeria                      A...
Source Portio ResearchIn 2010 there were 7 TRILLION text messages
Mobile ad revenue25201510 5 0Gartner   2010     2011         2015
…42% click on mobile ads35% visit the advertiser’s site79 % of its largest online advertisersdo not have a mobile optimize...
In 2010, 10 mm Japanese   This is the          mobile users began using          a tap-and-go “mobile          wallet”fast...
If you want to access customers,        MAKE IT MOBILE.
You had me atmobile.
   Smartphones enable    a new revolution   Smart-phones --    then glasses   Optically layering    new world over old...
Google Goggles (demo)http://www.youtube.com/watch?v=Hhgfz0zPmH4
http://www.youtube.com/watch?v=_rCHsAmqzLs&NR=1&feature=fvwp
http://www.youtube.com/watch?v=7JWk_JIE3Ow&feature=player_embedded
http://www.youtube.com/watch?v=pzB4mIPdm9k&feature=player_embedded
How does it change things?In almost every way! Communication Advertising Collaboration Education and training Work E...
The AR layer changes everything AGAIN!
Internet + SocialLocation + MobileAugmented Reality
SIX          Hours/day spent on WOW              200%     Profits on Farmville versus Facebook          5 billionHours/yea...
•   Video gaming bigger than music sales•   Bigger than movie ticket sales•   Average gamer age is 32•   65% Americans pla...
CONCLUSION?Humans are human.They LOVE to play games.It is theULTIMATECUSTOMERENGAGEMENT
Why not make the world a GAME?Why not make the BUSINESS world          a GAME?
 Humans love to progress  and earn status. Game dynamics can  reward and influence  behavior. Re-frame business  behavi...
   Appointment   Influence and status   Progression   Communal discovery   Reward
   Appointment     Rewarded for doing      something at a time,      place     “Happy Hour”     “ Farmville” is changi...
   American Express   Like armor in a game   Why not have customers    gain levels and experience    points?
   Completion rate on    LinkedIn   World of Warcraft is a    full-time job.   What if you go to a    business site ove...
 User groups -- Leverage network to uncover  content/entertainment Groupon – Deals are not unlocked unless enough  peopl...
 Challenged customers to  basketball themed game Gamers had to     take photos of themselves      with players to compl...
 Create an avatar for your  every day chores Unlock points for strength,  stamina, intellect and social  while washing, ...
This is your presentation   ….
IMPLICATIONS Rate of change accelerates Connecting with customers will fragment along  fault lines of each layer Unpara...
Mark W. Schaefer             Blog:             www.businessesGROW.com             Twitter:             @markwschaefer     ...
Is this a B2B marketing repellant?1)   Customers are sick of being marketed to2)   Why would somebody friend you?3)   Have...
My AH-HA! social media moment
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
The six layers of online engagement v. 3.0
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The six layers of online engagement v. 3.0

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Social Share Summit Rochester
October 26, 2011
Rochester Plaza Hotel

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The six layers of online engagement v. 3.0

  1. 1. Mark W. Schaefer@markwschaeferwww.businessesGROW.com
  2. 2. Life used to be soSIMPLE
  3. 3. The world’s first layer ofONLINE ENGAGEMENT
  4. 4. How do I make more … with no budget…
  5. 5. …when people hate you?
  6. 6. ANSWER:
  7. 7. DestroyYour Product. http://www.youtube.com/watch?v=NtX0jRMxhM4
  8. 8. 100 SalesLeads!
  9. 9. Employees Customers Your WebsiteProspects Local Stakeholders
  10. 10. (you)
  11. 11. Employees Customers Your WebsiteProspects Local Stakeholders
  12. 12. HOWcan get it anymore exciting???
  13. 13.  In 2010, world spent 9.3 billion hours on Facebook. That’s 1.1 million years. Largest seller of display advertising -- 770 billion page views per month. Facebook search tripled in two years 48% < 21 cite Facebook as primary news source. 750 million photos were uploaded onto Facebook … in one weekend. 150 years of YouTube videos are watched every day … through Facebook.
  14. 14. “Since we launched video last year, more than 45 million videoshave been uploaded to Facebook with approximately 100,000new videos added each day. “
  15. 15. The social layer is complete. It is Facebook.
  16. 16. Welcome to the new engagement layer.
  17. 17. BUTHOW?
  18. 18. In the technology lollapaloozaof the past decade, digital andsocial media are the warm-up headliner -- Christina “CK” Kerleyacts to the that is Mobile. - Christina “CK” Kerley
  19. 19. 5.4 1.7 Billion Billion Mobile Internet 4 77% Percent of the planetSource Intl Telecommunications Union
  20. 20. First screen access80%70%60%50%40%30%20%10%0% Egypt India South Ghana Kenya Nigeria Africa
  21. 21. Source Portio ResearchIn 2010 there were 7 TRILLION text messages
  22. 22. Mobile ad revenue25201510 5 0Gartner 2010 2011 2015
  23. 23. …42% click on mobile ads35% visit the advertiser’s site79 % of its largest online advertisersdo not have a mobile optimized site.
  24. 24. In 2010, 10 mm Japanese This is the mobile users began using a tap-and-go “mobile wallet”fastest example of technology adoption inHUMANHISTORY
  25. 25. If you want to access customers, MAKE IT MOBILE.
  26. 26. You had me atmobile.
  27. 27.  Smartphones enable a new revolution Smart-phones -- then glasses Optically layering new world over old Metaphor is “magic” “Silent movie” stage
  28. 28. Google Goggles (demo)http://www.youtube.com/watch?v=Hhgfz0zPmH4
  29. 29. http://www.youtube.com/watch?v=_rCHsAmqzLs&NR=1&feature=fvwp
  30. 30. http://www.youtube.com/watch?v=7JWk_JIE3Ow&feature=player_embedded
  31. 31. http://www.youtube.com/watch?v=pzB4mIPdm9k&feature=player_embedded
  32. 32. How does it change things?In almost every way! Communication Advertising Collaboration Education and training Work Entertainment Mash-up of all existing platforms
  33. 33. The AR layer changes everything AGAIN!
  34. 34. Internet + SocialLocation + MobileAugmented Reality
  35. 35. SIX Hours/day spent on WOW 200% Profits on Farmville versus Facebook 5 billionHours/year spent on online games by Americans
  36. 36. • Video gaming bigger than music sales• Bigger than movie ticket sales• Average gamer age is 32• 65% Americans play video games• > over 50 than under 18 are gamers• 40% are women
  37. 37. CONCLUSION?Humans are human.They LOVE to play games.It is theULTIMATECUSTOMERENGAGEMENT
  38. 38. Why not make the world a GAME?Why not make the BUSINESS world a GAME?
  39. 39.  Humans love to progress and earn status. Game dynamics can reward and influence behavior. Re-frame business behavior with game theory. The full potential of location. One and done deals are not enough. Engage.
  40. 40.  Appointment Influence and status Progression Communal discovery Reward
  41. 41.  Appointment  Rewarded for doing something at a time, place  “Happy Hour”  “ Farmville” is changing the lifecycle of people.
  42. 42.  American Express Like armor in a game Why not have customers gain levels and experience points?
  43. 43.  Completion rate on LinkedIn World of Warcraft is a full-time job. What if you go to a business site over and over, and unlock rewards.
  44. 44.  User groups -- Leverage network to uncover content/entertainment Groupon – Deals are not unlocked unless enough people sign up Digg or Empire Avenue – people forming communities to unlock the secrets
  45. 45.  Challenged customers to basketball themed game Gamers had to  take photos of themselves with players to complete tasks  Upload photos  Return the next week for the next round Results  33,000 participants  30% of them came back within seven days.
  46. 46.  Create an avatar for your every day chores Unlock points for strength, stamina, intellect and social while washing, ironing, attending birthdays Everything you tick off from your real world list earns points to help build a powerful virtual avatar to guide you through a quest.
  47. 47. This is your presentation ….
  48. 48. IMPLICATIONS Rate of change accelerates Connecting with customers will fragment along fault lines of each layer Unparalleled opportunity for connection + loyalty Bring lots of money  Different strategies for different layers  Creativity + High production values  Stream of content
  49. 49. Mark W. Schaefer Blog: www.businessesGROW.com Twitter: @markwschaefer Email : MSchaefer700@gmail.comTHANK YOU!
  50. 50. Is this a B2B marketing repellant?1) Customers are sick of being marketed to2) Why would somebody friend you?3) Have not seen any truly great case studies4) Successes judged by “likes?”
  51. 51. My AH-HA! social media moment

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