lead generation, community and social media
DESCRIPTION
Gavin Heaton's presentation on generating leads and connecting communities via social media from the MarketingNow conference (#mktgnow)TRANSCRIPT
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Gavin Heaton
Leads,
Community and
Social Media
@servantofchaos
www.servantofchaos.com
www.ageofconversation.com
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People of earth …
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A powerful global
conversation has begun.
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Through the Internet,
people are discovering …
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and inventing new ways to
share relevant knowledge
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… with blinding speed.
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As a direct result, markets
are getting smarter …
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and getting smarter faster
than most companies.
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1. Markets are conversations.
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2. Markets consist of human
beings, not demographic
sectors.
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12. There are no secrets.
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20. Companies need
to realize their
markets are often
laughing. At them.
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26. Public Relations does not
relate to the public.
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29. Elvis said it best: "We
can't go on together with
suspicious minds."
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36. Companies must ask
themselves where their
corporate cultures end.
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52. Paranoia kills
conversation.
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60. Markets want to talk to
companies
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67. As markets, as workers,
we wonder why you're not
listening …
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You seem to be speaking a
different language.
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68. The inflated self-important
jargon you sling around …
what's that got to do with us?
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69. Maybe you're impressing
your investors. Maybe you're
impressing Wall Street …
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You're not impressing us.
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71. Your tired notions of "the
market" make our eyes glaze over.
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72. We like this new marketplace
much better. In fact, we are creating
it.
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73. You're invited, but it's
our world. Take your
shoes off at the door.
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75. If you want us to talk to you, tell
us something. Make it something
interesting for a change.
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78. You want us to pay?
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… We want you to pay attention.
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82. Your product broke. Why?
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84. We know some people
from your company. They're
pretty cool online …
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Do you have any more like
that you're hiding? Can they
come out and play?
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87. We'd like it if you got
what's going on here.
That'd be real nice.
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89. We have real power and
we know it.
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95. We are waking up and linking to
each other. We are watching. But
we are not waiting.
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http://www.flickr.com/photos/ittybittiesforyou/3501407487/
Ten years on the Cluetrain still sounds radical …
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There was no context in which the Cluetrain could be
brought within existing business practices
http://www.flickr.com/photos/michaelsphotos/236286916/
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Things have changed
http://www.flickr.com/photos/philliecasablanca/2494647968/
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Building leads, making connections
The new B2CFrameworks for social communicationThe Auchterlonie Effect
Continuous Digital StrategyStorytellingInfluenceFat value
http://www.flickr.com/photos/jyesmith/
What worksHow to sustain itWhat to expect
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Variety of platforms, technologies and devices
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These are all available to people like you and me
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What do these people look like?
http://www.flickr.com/photos/fukagawa/860844783/
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Where do they play?
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110517
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And what do they do?
http://www.businessweek.com/magazine/content/07_24/b4038405.htm
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But are you local?
http://www.forrester.com/Groundswell/profile_tool.htmlhttp://www.flickr.com/photos/hyku/455406080/
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So what do YOU do online?
http://www.flickr.com/photos/3fold/437853495/
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Why is this important?
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Five Impacts of Social Media
48
Experts coming under
pressure from new voices
who are early adopters of
new technology
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New organisations emerging
to deal with the social, cultural
and political changes
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There is a struggle to revise
the social and legal norms --
especially in relation to
intellectual property
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The concepts of identity and
community are transformed
http://darmano.typepad.com
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New forms of language come
into being
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Educators are pressured to
prepare their students for the
newly emerging world
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Elizabeth Eisenstein on the
invention of the printing press
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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
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Social networking sites
now more popular than
porn sites.
Time, October 31, 2007
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Increasingly networked
but also individualised.
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Disconnect between how we
“express ourselves” and what we
“value”
Individualism
Independence
Commercialism
Community
Relationships
Authenticity
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ABC, the third commercial network
in the USA began broadcasting in
1948
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3 Networks x 60 years x 365 days
x 24 hours
=
1.5 million hours programming
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More than 1.5 million hours were
uploaded to YouTube in the last 6
months
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Over 9000 hours per day
200,000 3 minute videos
For an audience <100
88% new/original
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“Dunbar Number”
http://en.wikipedia.org/wiki/Dunbar's_number
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Only 18% of TV ad campaigns
generate positive ROI
-- Ad Age/Accenture
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Why choose “social” as part of your strategy?
User generated
content
User generated
filtering
User generated
distribution
User generated context
http://asiapacific.acnielsen.com/site/documents/TrustinAdvertisingOct07.pdf
78% of respondents said they trusted - either completely or somewhat – the recommendation of other consumers- Nielsen, Trust in Advertising, 2007
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The Auchterlonie Effect
http://bit.ly/SoCoch
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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/
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Social capital
http://www.flickr.com/photos/duchamp/90520897/
Gavin
IanTrent
David
Liz
StanSimon
Kate
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Social judgement
http://www.flickr.com/photos/duchamp/90520897/
Gavin
IanTrent
David
Liz
StanSimon
Kate Sally
KatieZac
Nick
Jye
LeilaMark
KateAnnik Steve
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As David Ogilvy says …
We sell – or else.
http://www.flickr.com/photos/noodle/3312333622/
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Business-to-Business
Custom
Solutions
Enterprise SME Consumer
Va
lue
an
d E
ffe
ctive
ne
ss
Complexity Volume
In B2B the value of what you
have to offer has few customers
BUT they are willing to pay a
premium.
http://www.flickr.com/photos/bz3rk/3181201664/
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Business-to-Consumer
73
Mass prod /
volume
Enterprise SME Consumer
Complexity Volume
Va
lue
an
d E
ffe
ctive
ne
ss
The value of what you have to
offer has many customers BUT
the margins are incremental .
http://www.flickr.com/photos/bz3rk/3181201664/
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Enterprise 1.0 Sales
74
Custom
Solutions
Mass prod /
volume
Enterprise SME Consumer
Complexity Volume
Va
lue
an
d E
ffe
ctive
ne
ss
Enterprise 1.0 firms are
designed to service these two
markets but they leave a gap in
between.
http://www.flickr.com/photos/bz3rk/3181201664/
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Convergence is Not About Technology
75http://www.flickr.com/photos/bz3rk/3181201664/
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The Convergence of Markets
76
B2B B2C
Enterprise SME Consumer
Complexity Volume
Va
lue
an
d E
ffe
ctive
ne
ss
Knowledge Workers are no
longer happy to leave their rich
web experiences at home.
http://www.flickr.com/photos/bz3rk/3181201664/
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The Convergence of Markets
77
B2B B2C
Enterprise SME Consumer
Complexity Volume
Va
lue
an
d E
ffe
ctive
ne
ss
The NEW B2C …Brand-to-Community extends
from the consumer space
through the enterprise
Br2Comm
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Self aggregating and self identifying
http://www.flickr.com/photos/silvertje/484165708/
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Social vs Professional collision
http://www.flickr.com/photos/moneko/2751886073/
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This is putting conversation at the heart of communications (public and private)
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Because you are what you Google
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Because everyone has a voice, sometimes the brand message that’s heard doesn’t belong to you
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Does this mean that messaging is dead?
http://www.flickr.com/photos/jeremybrooks/2360885389/
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It means that messaging has to be
more robust
http://www.flickr.com/photos/kenleewrites/3559286463/
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It also means that you have to plan strategically for good and bad scenarios
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It means continuously defining and refining your strategy
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CONTINUOUS DIGITAL STRATEGY
http://bit.ly/SoCcds
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
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Objectives
Your insight process will have delivered you a challenge, and out of that you or your client will have laid out some objectives which need to be met. They may be “fluffy” objectives like “awareness” or “reach” or they may be harder – like “increasing sales 20%” or “200 new customers”.
http://www.flickr.com/photos/firewarrior/180546142/
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
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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!
http://www.flickr.com/photos/anirudhkoul/3734369273/
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
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… if you’re engaging with the intent to hear and the intent to consider what those folks are telling you. That builds trust. It lets people know you’re paying attention and that you value their voice. It’s not a promise of action, but it’s a demonstration of awareness.- Amber Naslund
http://www.flickr.com/photos/niclindh/1389750548/http://altitudebranding.com/2009/09/social-media-and-the-reality-of-control/
Audience
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
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Creating a Listening Post
Brand
Product
Industry
Key personnel
Intent
http://www.flickr.com/photos/89446022@N00/2057416586/
Audience
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
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Creating a Listening Post
http://www.flickr.com/photos/89446022@N00/2057416586/
Audience
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
http://search.twitter.com
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Creating a Listening Post
http://www.flickr.com/photos/89446022@N00/2057416586/
Audience
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
http://search.twitter.com
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Creating a Listening Post
http://www.flickr.com/photos/89446022@N00/2057416586/
Audience
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
http://brandtags.net
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Creating a Listening Post
http://www.flickr.com/photos/89446022@N00/2057416586/
Audience
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
http://brandtags.net
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Creating a Listening Post
http://www.flickr.com/photos/89446022@N00/2057416586/
Audience
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
http://brandtags.net
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Listening with your Google ears
Google Reader
Google Alerts
Blog Search
Technorati Search
Twitter Search
Answers
PageFlakes Feedly
http://www.flickr.com/photos/ozaking/3807417/
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
Audience
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Creating a Listening Post
http://www.flickr.com/photos/89446022@N00/2057416586/
Audience
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
http://google.com/reader
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Creating a Listening Post
http://www.flickr.com/photos/89446022@N00/2057416586/
Audience
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
http://pageflakes.com
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Creating a Listening Post
http://www.flickr.com/photos/89446022@N00/2057416586/
Audience
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
http://feedly.com
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Personas
Behaviours
Attitudes
Needs
Risk averse
http://www.flickr.com/photos/hortensia/190375624/
Audience
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
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Creating a Listening Post
http://www.flickr.com/photos/89446022@N00/2057416586/
Audience
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
http://google.com/adplanner
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“Snoop”by Sam Gosling
http://www.flickr.com/photos/mtchm/199007552/
Audience
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
OpennessConscientiousnessExtraversionAgreeablenessNeuroticism
“Another major finding from our research was that Web sites are extraordinarily good places to learn about people – perhaps the best of all places. Our site snooping yielded information that was at least as accurate as what we learned from the bedrooms, offices and music collections we studied …”
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Who are your customers like?
http://www.flickr.com/photos/francois/3730247/
Audience
“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
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Footprint
This is about walking a mile or two in their shoes. 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 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.
Now that you know your audiences in their pungent granularity, you now need to understand their behaviour.
Where do they go? What do they do? Where to they spend time and why?
http://www.flickr.com/photos/jamesjordan/2507637034/
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
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Use Your Listening Post to direct your approach to connection
Footprint
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
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Who, What and Where
Footprint
What is being said, how is it connected and what is the velocity behind it?
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
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Opportunities Present Themselves!
Footprint
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
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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?
http://www.flickr.com/photos/fcpl/2275170913/
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
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How can you use P-L-A-Y to activate, surprise and delight your audiences?
P -- for PowerDemanding of attentionTesting limits (boundaries around behaviour, responsibility etc)Controlling the controllableBelongingL -- for learning and curiositySkills developmentNegotiationA -- for adventureExploring an ever changing worldActively making the world a better placeY -- the yelp of surprise and delightRecognition and rewardSelf expression
Content
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
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http://www.youtube.com/watch?v=4-94JhLEiN0
Capturing the joy - JK Wedding Dance
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Content
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
http://peoplebrowsr.com
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Converse
This is where your strategy becomes one of amplification rather than 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
Audience
Footprint
ContentConverse
Commitment
Measurement
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Airforce Guide
http://www.webinknow.com/2008/12/the-us-air-force-armed-with-social-media.html
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
Converse
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Commitment
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 “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?
http://bit.ly/SoCcontext
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
http://www.flickr.com/photos/eschipul/2371505523/
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More than 6.8 million
student reviews of 1
million professors
http://www.servantofchaos.com/20
08/07/where-the-hell.html
http://ratemyprofessors.com
Commitment
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http://tinyurl.com/socwhereismatt
Over 11 million views @
4:29 per view, 23 million
Google references
Commitment
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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.
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But wait! This sounds like traditional marketing!
http://bit.ly/SoCcds
Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
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It’s how we deal with this
http://www.flickr.com/photos/philliecasablanca/2494647968/
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By understanding social judgement
http://www.flickr.com/photos/duchamp/90520897/
Gavin
IanTrent
David
Liz
StanSimon
Kate Sally
KatieZac
Nick
Jye
LeilaMark
KateAnnik Steve
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http://www.craphammer.ca/2009/07/influencing-conversations.html
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
F*ck Influencers
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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
It’s not about influence it’s about trust
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http://videolectures.net/icwsm09_sun_gmctfnf/
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.
Influence and clusters
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This means that contagion is not about influence but about PARTICIPATION and
therefore about TRUST
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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.servantofchaos.com/2009/09/branding-is-a-marathon.htmlhttp://www.flickr.com/photos/jasohill/3928596822/
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Ecosystem Touchpoints
YOU
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Objectives
Audience
Footprint
ContentConverse
Commitment
Measurement
Share the
message,
own the
destination
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Questions?