Chris Brogan Presentation

STORY
OVER
DATA
Thursday, January 31, 13

IT’S NOT
ABOUT
THE MIC


WHAT DOES A
RENTER WANT
?

MOBILE FIRST
EASY COMPARE
PHOTOS/VIDEOS
REVIEWS

WHAT DOES A
MARKETER
WANT
?

MORE LEADS
MORE REACH
LESS TIME & $
SIMPLER METRICS

WHAT DOES A
SALESPERSON
WANT
?

MORE PROSPECTS
MORE TRUST
LESS COMPLEX
MORE REFERRALS

SOCIAL STUFF

ONE SOLUTION
CONTENT MARKETING


?
WHAT MAKES
THIS SO
DIFFICULT

THE

OVERSATURATED
WORLD


CONSUMPTION
NATION


THE WEB AFTER
PANDA & PENGUIN

HOURS IN A DAY
SUBJECT MATTER
A PLAN

YOU
WERE
TOLD

CHRIS BROGAN : OUR FRAMES
WE HELP YOU CRAFT A
VISION, A PLAN, AND
BUILD A COMMUNITY OF
SUPPORT TO HELP YOU
MEET YOUR GOALS.

@CHRISBROGAN
CHRIS@CHRISBROGAN.COM
HTTP://HUMANBUSINESSWORKS.COM
#IMPACTEQ

IF YOU REMEMBER ONLY

FIVE TAKEAWAYS
(THEN WE BOTH WIN!)


FIVE WINS
MOBILE RESPONSIVE
“WARM LANDING” PAGE
FUNNEL MINDED CONTENT STORES
BUYER HERO MATERIAL
SHARABILITY IS FUEL


C R E A T E

HOW DO

PEOPLE BUY?

MOBILE!
MORE EDUCATED
VELOCITY OF SALE
SHARABILITY
CUSTOM EXPERIENCES
REFERRALS/REVIEWS
MOBILE!


CHALLENGE:
BILLBOARD
BLIGHT

ANY IDEAS
HOW YOU
WOULD HELP
?

SOMETHING TO
TALK
ABOUT

SOMETHING TO
SHOOT


THE PEOPLE THAT
YOU MEET


CHALLENGE:
NEWCOMER

DOLLAR SHAVE
CLUB


IMPACT=
CONTRAST * (REACH + EXPOSURE +
ARTICULATION + TRUST + ECHO)

CREATE

HOW DO YOU
HELP
DOLLAR SHAVE
CLUB
?

CHALLENGE:
MY CUSTOMERS
AREN’T HERE

EVENT
TRIGGERED
OPPORTUNITIES
(LISTENING TOOLS!)


EDUCATION
YOUTUBE! YOUTUBE! YOUTUBE!


AN OPPORTUNITY
MIX THOSE STORIES WITH THEM
STORIES


ASK 3 QUESTIONS
WHAT IS THE STORY?
HOW CAN I INCLUDE MY GUEST?
HOW WILL I MAKE THIS SHAREWORTHY?


HELP THEM SUCCESS
ONRAMPING TO SOCIAL
ON


GOALS
IDEAS
PLATFORM
NETWORK

INTERNAL CLARITY

MENTAL
EXTERNAL OWNERSHIP
(WHEN I SAY CELL PHONE, YOU SAY...)


CONTRAST


REACH
EXPOSURE
WE ARE FLEDGLING
TV STATIONS


REACH/EXPOSURE
AMEX OPEN VS BUSINESSWEEK
COMEDIANS IN CARS GETTING COFFEE
TRADE MAG 2.0
AUTO PARTS CATALOG VS IPAD


THE
JUNKWEB
AND THE
PHONETERNET

THE
JUNKWEB

THE
PHONETERNET

CHALLENGE:
NOT ENOUGH
REACH/EXPOSURE

JOE
IN
MADISON

THIS
IN T ISN’
ATTENTION HE T
STORY BOO
SHARING
K!
EMOTION
TRUST ASSET
SPECTRUM

TRUST & ECHO
DOLLAR SHAVE CLUB
AJ BOMBERS
ME


SERVING SUGGESTIONS

GOALS
WE HELP ____
BY BEING THE BEST AT ____
& WE EXCEED EXPECTATIONS BY ___.
IF WE DO IT RIGHT,
WE HOPE YOU’D TELL YOUR FRIENDS
THAT WE _____.

GOALS & IDEAS
TIE BIG STORIES TO SIMPLE METRICS
1-2 METRICS TOPS PER GROUP
(EX) MARKETING: $ OR #
(EX) SALES: $ PER GUEST
(EX) SERVICE: REFERRAL GRADE SVC


IDEAS
BRAVE!
HIGH CONTRAST
EASY TO ARTICULATE
COMMUNITY’S LANGUAGE
GIVE IDEAS HANDLES


PLATFORM
40% SMALL BUS NOT ON WEB
68% OF WEB TRAFFIC IS MOBILE
OFFLINE-TO-ONLINE OPPS


NETWORK

RICKY
GERVAIS


EXTRACTION
OF VALUE
AMANDA
HOCKING


RECIPES


START SOMEWHERE
HOMEBASE+OUTPOSTS+EMAIL
OUR PRESENCE GOALS ARE
CONTENT FOR THE MOBILE WORLD
EDITORIAL CALENDAR (TOPICS)
CRM
METRICS

START SOMEWHERE
PRESENCE MANAGEMENT
NETWORKING ON AND OFFLINE
PRE-DURING-POST EVENT NTWKG
IN-NETWORK SHARING
THE UP AND COMERS
OUT OF NETWORK GROWTH
THE CLEAN ASK
SERVICE CRAFTSMANSHIP

CONTENT MKTG
FLEDGLING TV STATIONS
MAKE YOUR BUYER THE HERO
(HARLEY, MOLESKINE, STOP&SHOP)
EQUIP YOUR BUYER FOR SUCCESS
TAPAS WORLD: MOBILE/FAST/EASY
VIDEO/AUDIO
EMAIL: THE GOLDEN TICKET

SPOTLIGHT
MY NEWSLETTER
HBWAY.COM/NL

COMMUNITY
NEVER YOUR COMMUNITY
COMMUNITY IS NEVER ONLY BUYERS
TELL THEIR STORIES INCESSANTLY
PARTICIPATE ANY WAY YOU CAN
OFFLINE (DIGITAL AMPLIFICATION)
MAKE SHARING EASY
EMAIL IS GOLD
REFERRALS ARE A COMMUNITY SPORT

TELL BIGGER
STORIES


BE
BRAVE
NOW

LOVE THE GRIND


SERVICE
CRAFTSMANSHIP

MASTER THE
IMPACT
EQUATION!

MORE?
HBWAY.COM/NL
@CH
RISBR
OGAN

THANK YOU SO VERY MUCH!

Chris Brogan Presentation

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