In today’s online world, most people and brands are consumed with thoughts of hitting a “critical mass.” As time goes on, it’s the “credible mass” that will be the most powerful. Drew Hawkins and Julia Cantor walk through primary research and firsthand experience with online platforms such as Pinterest, Untapped, Instagram, Path and much more.

2. FUEL INNOVATION:
April 12 6:00-9:00pm @engauge #fuelinnovation

3. Social Networking
to
Social Niche-working
How to make
sense of it all
FUEL INNOVATION: Social Networking to Social Niche-working

4. Drew Hawkins
social engagement manager
Julia Cantor
sr. digital publicist
@drewhawkins #fuelinnovation @juliacantor

5. thanks
for coming
@drewhawkins #fuelinnovation @juliacantor

6. Agenda:
1. content explosion
2. finding a niche
3. what’s next
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7. Social media 1.0
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8. Social media 1.0
connections
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9. Social media 1.0
connections
content creation
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10. the problem?
everyone is a content creator
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11. that’s a problem?
yes. we’ve reached information overload
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12. users upload nearly 8 years of video every day.
users write 500 thousand blog posts every day.
users share 250 million photos every day.
users send 233 million tweets every day.
users share 40 million posts every day.
users share 864 thousand photos every day.
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13. so what do consumers need?
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14. so what do consumers need?
control
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15. The Life Cycle of Content
content creation
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16. The Life Cycle of Content
content creation
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17. The Life Cycle of Content
content sharing
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18. The Life Cycle of Content
content curation
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19. The Life Cycle of Content
content curation
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20. The Life Cycle of Content
content curation
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21. Curation Platforms
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22. Curation Platforms
we’re moving away from a mindset of
reaching “critical mass” and towards one
of “credible mass.”
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23. Why Curate?
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24. Why Curate?
curation is a research tool to get to know your customer
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25. Why Curate?
curation is a research tool to get to know your customer
social listening opportunity
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26. Why Curate?
curation is a research tool to get to know your customer
social listening opportunity
establish authority over a niche topic
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27. Where to curate?
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28. sure it’s popular...but why care?
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29. “Essentially, Pinterest excels at
something that’s very hard to do
on the web - help people discover
new things.”
-CNN Money
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30. Drives purchase intent
21% of Pinterest users
surveyed said they’ve actually
bought an item from Pinterest
source: TheNextWeb
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31. my wife’s style board
a story about purchase
intent
source: TheNextWeb
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32. my wife’s style board
a story about purchase
intent
source: TheNextWeb
@drewhawkins #fuelinnovation @juliacantor

33. my wife’s style board
a story about purchase
intent
source: TheNextWeb
@drewhawkins #fuelinnovation @juliacantor

34. Builds niche communities
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35. Networks -> interests
segues users from curation
based on networks to
curation based on interest
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36. Agenda:
1. content explosion
2. finding a niche
3. what’s next
@drewhawkins #fuelinnovation @juliacantor

37. niche
[nich]
n. 1. a place or position suitable or
appropriate for a person or thing. 2. a
distinct segment of the market
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38. Niche platforms
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39. Niche platforms
untappd
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40. Niche platforms
runkeeper
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41. Niche platforms
path
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42. Niche platforms
foodspotting
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43. Niche communities can form around anything.
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44. Niche communities can form around anything.
Literally.
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45. Niche communities can form around anything.
Literally.
Ravelry
a community of knitters, crocheters and
everything in between
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46. Niche communities can form around anything.
Literally.
Red Karaoke
a website for the connoisseur of the
karaoke experience
@drewhawkins #fuelinnovation @juliacantor

47. Niche communities can form around anything.
Literally.
HAMSTERster
love everything about hamsters? meet
your new favorite website
@drewhawkins #fuelinnovation @juliacantor

48. Real-time nicheworking
[reel-time-nich-wurk-eeng]
n. 1. communicating about or around a
topic of mutual interest in a virtual
micro-community
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49. hashtags = content filtering
#godirtygirl
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50. #fuelinnovation
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51. #BlogWorld Twitter stats
source: Sheldon Levine, Sysomos
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52. #BlogWorld Twitter stats
24,402 tweets about #blogworld
source: Sheldon Levine, Sysomos
@drewhawkins #fuelinnovation @juliacantor

53. #BlogWorld Twitter stats
24,402 tweets about #blogworld
44.49% were original tweets
source: Sheldon Levine, Sysomos
@drewhawkins #fuelinnovation @juliacantor

54. #BlogWorld Twitter stats
24,402 tweets about #blogworld
44.49% were original tweets
36.35% were retweets
source: Sheldon Levine, Sysomos
@drewhawkins #fuelinnovation @juliacantor

55. My Coke Rewards
taking a niche beyond a brand
category
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57. Agenda:
1. content explosion
2. finding a niche
3. what’s next
@drewhawkins #fuelinnovation @juliacantor

58. niches =
people asking for your content
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59. it only takes 10% to sway the
opinion of the majority
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60. evangelists spend 13% more than the
average customer and refer business
equal to 45% of the money they spend
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61. Avoid “parachute marketing”
reward your fans and empower your
niche with content curation...
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62. ...and they’ll do the work for you
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63. questions?
@drewhawkins #fuelinnovation @juliacantor

64. thank you
that’s all we have for our presentation.
go eat some cereal.
FUEL INNOVATION: Social Networking to Social Niche-working