12. THE true social network
“them, they, those people”
Gossip Circle
Familiar without awkwardness
Favor Grantors
15 circle of sympathy
distraught if dead
sports teams / jury / apostles
5 shoulder to lean on
most intense / most time invested
We’re people, aka complicated. Numbers are approximate.
13. there
lots
here
time
42%
little
high intensity low
18. Lessons from Oprah
Social Grooming, aka Girl talk.
fresh content, regular schedule, valuable information, thought
provoking - adds to the conversation
Self-Disclosure
women talk about personal issues that reflect WHO THEY ARE
65.4% of conversation is about personal relationships & experiences
Men talk about tasks and power issues that reflect WHAT THEY DO
58.3% of conversation is about personal relationships & experiences
Longevity
Oprah has been on the national stage since 1986
Peels like an onion
a combination of the two above - discloses over time - doesn’t over share
19. Lessons from Oprah
continued because there are a lot!
Uses interpersonal voices
Serious, folksy, ordinary. Her words reflect the situation.
Non-verbal behaviors
Touches guest or audience members. Virtual cuddling.
Sustained eye contact
Demonstrates a sense of interest in what her guest is saying
Understands our private space
Intimacy
20. es s
P r oc
a d ’s
Ch
te ps ing
5
mode
s
rn m
ar ket
Think BIG .
Focus small.
21. Finding Your Core
• Identify your primary goal
• Determine your competitive advantage
• Outline your client life-cycle
• Identify metrics for gauging success
• Analyze your cost structure
1
22. ELIMINATE REDUCE
star performers audience stimuli
animal shows cost
aisle concession sales
multiple show arenas
RAISE CREATE
fun and humor theme
thrill and danger refined environment
multiple productions
artistics music and dance
CIRQUE DE SOLEIL
23. STRATEGY CANVAS
CIRQUE DU SOLEIL
HIGH
Cirque du Soleil
Small Regional Circuses
Ringling Bros. and Barnum & Bailey
LOW
price animal multiple thrill & theme multiple
shows show danger productions
star aisle arenas fun & unique refined artistic
performers concessions humor venue watching music &
environment dance
Cirque du Soleil Ringling Bros. and Barnum & Bailey Small Regional Circuses
24. ELIMINATE REDUCE
vast amenities cost
mirrors workout equipment
men workout time
intimidating atmosphere trainers
RAISE CREATE
encouragement a woman friendly atmosphere
convenience non-threatening same-sex environment
social environment for women
25. STRATEGY CANVAS
CURVES - gym for women
HIGH
Home Exercise Programs
Curves
Traditional
LOW
price amenities workout workout availability convenience womenly fun
equipment time of instructors atmosphere
environment encouraging non-threatening
discipline and motivation same-sex environment
in exercise
Curves Traditional Health Clubs Home Exercise Programs
26. Building
Community
• Define and profile your audience - demo and psycho
2 • Create a plan for audience engagement (pick manageable # of mediums)
• Create plan for achieving client loyalty - friends stick around
• How to expand your audience
27. Expanding Your Audience
Blue Ocean Strategy - Chan W. Kim
3
never thought
you an option
2
refusing you
1
soon-to-be
non-customers on the
edge about to jump ship
28. Message
Mastery
3
• Establish point of view / voice: (expert, educator, coach)
• Create a concise description of your business
• Craft your brand’s story
• Define a convincing call to action
29. Tech & Media
• Define what to measure, how, and what to do with results
• Create a social media plan
• Use technology to create top-of-mind status
• Integrate technology into existing work-flow
• Identify efforts and their relation - concept or mind map
4
MEDIA & TECHNOLOGY WILL
BRING YOU MANY FORTUNES
30.
31. Self-Check
Am I engaging in a parasocial or parasitic relationship?
How much brain power am I asking my audience to spend
on me? Are they getting a return on their investment?
Am I being a good gossip?
Am I being authentically me?
Am I networking / connecting / building a community?
Or just broadcasting?
Am I on the right channel?
32.
33.
34. Intellectual
Sustainability 5
• Digitize your mind - get it out of your head and onto paper (or screen)
• Using technology to realize new revenue generating assets
• Identify new marketing opportunities / new clients
• Identify strategic alliances for your service
