Weitere ähnliche Inhalte Ähnlich wie Social Media and the Business of Serendipity (20) Kürzlich hochgeladen (20) Social Media and the Business of Serendipity1. Social Media and the
Business of Serendipity
The strategy of leveraging social media
to be in the right place at the right time.
May 8, 2013
Presented by: John Hondroulis | @jHondroulis
©2013 John Hondroulis | @jHondroulis
2. 2©2013 John Hondroulis | @jHondroulis
The Business of Serendipity
2
The business of serendipity is the quest to
recognize patterns that may lead to moments
rich with the promise of serendipity.
3. 33
Internet = Scale – Context
WWW = Context – Human Interaction
Mobile = Human Interaction – Scale
Photo: http://kimoquaintance.com/2011/08/22/what-can-we-learn-about-somalis-from-their-facebook-networks/
©2013 John Hondroulis | @jHondroulis
4. Digital’s Role in the Devolution of Social Interaction
44
Telephone EmailIn Person Mail Texting Social Media
•1 to few
•Eye to Eye
•Proximity
•Instant
gratification
•Synchronous
stream of
information
•1 to many
•Pen to Pen
•Calligraphy
•Prose
•Expanding
Geographic Radius
•Delayed gratification
•Linear stream of
information
•1 to 1
•Voice to Voice
•National Reach
•Instant
gratification
•1 to many many
•Pixel to Pixel
•Global Reach
•Delayed
gratification
•Asynchronous
stream
•1 to few
•Character to
Character
•Local Reach
•Instant
gratification
•Intimate UX
•Curt human
interaction
•Snack-sized data
•1 to millions
•Faces to Faces
•Global Reach
•Instant
gratification
•Intimately Public
•Infinitely
Scaleable
Scale
Humanization of the
Digital Experience
Human Interaction
©2013 John Hondroulis | @jHondroulis
5. Social Media is the Humanization of the Digital Exprience
55
Humanization Patterns of Serendipity
Producers of digital works
have the potential to
broadcast to millions of
users, intimate day-to-day
experiences.
Scale
Social Media has
humanized the internet
experience by enabling
users to engage in
conversations with their
leaders, artists and
producers of digital works.
+ =
Foursquare - LBS
Instagram - Photo sharing
Blogs -Thought leadership
YouTube- Meteoric15 minutes of fame
Pinterest - Curation
Spotify – Discovery engines
Finding moments rich with
the promise of serendipity
Image:CiberDemocracia
©2013 John Hondroulis | @jHondroulis
7. 7
7
Jan 2010
1st Computer
1st email address
Started Facebook
Discovered The
Pioneer Woman
(1.4M/mo)
7
3rd Month
100’s FB friends
Positive reaction
from friends
Ran out of
characters
4th Month
1st post
Unknown in
blogging
community
“I would love to get
invited to the ranch”
Wenderly Designs, Ltd.
©2013 John Hondroulis | @jHondroulis
9. Wenderly Designs, Ltd.
9
9
Best of all
Homepage Callout
Permanent position
on the footer
Guest at the Ranch
True friend
9©2013 John Hondroulis | @jHondroulis
10. The Process
An Vi Ex At Al
Analyze Visualize Explore Attract Align
©2013 John Hondroulis | @jHondroulis
10
12. 12
Find your Center of Gravity
12
Who owns Social
Media?
PR?
Customer Service?
Marketing?
Legal?!
Yes!
Roles define function
Report
Engage
Amplify
An
©2013 John Hondroulis | @jHondroulis
13. 13
Find your Center of Gravity
13
Art of Living in Suburbia – @Wenderly
Thought Leader -@ChrisBrogan
Change Agent - @GaryVee
The Trailblazer – @KevinRose
The Scholar - @ScottMonty
Knight in Shining Armor - @JeffPulver
The Inventor- @DocPemberton
The Digital Persona
Passion?
Talents?
Assets=Differentiator?
Organizational
resources?
Social Media is free but it
comes at a price
ROI?
Compliance hurdles?
An
©2013 John Hondroulis | @jHondroulis
Image: Dave Campbell
15. 15
Visualize the Story of your Brand
15
Digital Profile
Brand Authenticity
Think in thumbnails
Visualize your
elevator pitch
Demonstrate your
point of view
Be true to your voice
Build consistency
across all channels
Business:Personal
Cleanse your
followers
Brand Authenticity Compass
Proactive
Dysfunctional
Brand Identity
Reactive
Reality Perception
Functional
Brand Image
BRAND
AUTHENTICITY
Vi
©2013 John Hondroulis | @jHondroulis
17. 17
Fix your Eyes on Your Guiding Star
“We must fix our gaze on a guiding star as soon as one comes upon the
horizon, and once we have attached ourselves to that star, we must keep
our eyes on it and our hands on the plow."
- Ossie Davis
17
Ex
©2013 John Hondroulis | @jHondroulis
Image:DMQPhotagraphy
18. 18
Shoot for Super Stars
18
Dad
Runt
Greek Philosopher
“You learn more about a person from
the friends they keep than the words
they speak.”
Your network is a
reflection of you
Ex
©2013 John Hondroulis | @jHondroulis
19. 19
Turn Stars into Galaxies
Find the Leaders
19
Your Rolodex
Trade orgs/rags
Technorati.com
Klout.com
CircleCount.com
LinkeIn Groups
Quora
Pinterest
YouTube
About.me
Google+ Ripples
Image: Cosmic 140—Art for Geeks by oliver reichenstein
Ex
©2013 John Hondroulis | @jHondroulis
20. 20
Turn Stars into Galaxies
Find the Leaders
20Image: Cosmic 140—Art for Geeks by oliver reichenstein
Ex
Follow, Circle, Like
and more
Listen and learn
Be selective
Unfollow often
Where’s the
chatter?
Determine your
core channels for
best exposure
Find the road less
travelled
Follow the Leaders
©2013 John Hondroulis | @jHondroulis
21. Find the Leaders Follow the Leaders
21
Turn Stars into Galaxies
21Image: Cosmic 140—Art for Geeks by oliver reichenstein
Ex
Discerning
influencers offer
unique
opportunities
Listen for engaging
topics
Find comon
interests
Pickup on the tone
of the streams
Follow their Follows
©2013 John Hondroulis | @jHondroulis
23. Send Signals to Attract Followers
2323
At
Blog / Vlog / Tweet /
Circle / Pin / Like /
Checkin / Stumble /
Favorite / +1 /
Comment /
Contribute / Shoot /
Snap / Subscribe /
Share / Embed /
Endorse / Digg / Edit
Send &
Receive
Inspire &
Entertain
Generating VERBS Publishing NOUNS
Articles / Followers /
Friends / Likes Circles
/ Photos / Videos /
+1’s / Whitepapers /
Tweets / Locations /
Colleagues / Stories /
Stream /
Humanize Scale
S
©2013 John Hondroulis | @jHondroulis
Image: Bruce Fingerhood
25. 25
Align the Moon and Stars
25
Look for Moments
Get out!!!
Create lists
Set up mobile
alerts
Be a beacon NOT
a spotlight
Flatter with dignity
Ask for advice on
influencer’s domain
Offer to help
Al
©2013 John Hondroulis | @jHondroulis
26. 26
Sync the URL to IRL
26
Plancast
Meetup.com
Conference Sites
TweetUps
Status updates
Foursquare
Blog posts
Facebook Events
Al
©2013 John Hondroulis | @jHondroulis
27. 27
Being in the Stream
27
Al
Virtual Events
Google+ Hangouts
Livestream.com/Ustream.
com
Webinars Live-tweet
#HBSalumChat
Influence map the stream
©2013 John Hondroulis | @jHondroulis
28. 28
Align Live Events with Patterns of Serendipity
28
Al
Find attendee stars
Align w/ PR team
Follow event Hashtag
Share advice
Build hype
Make “buddies”
Pre-event
©2013 John Hondroulis | @jHondroulis
Image: Bringshare, LLC
29. Al
Use Twitter handle on
badge
Follow the #hashtags
and get in the stream
Take group
photos/video and share
Connect with your
“buddies”
Live-tweet retweetable
quotes or thoughts
Event
Align Live Events with Patterns of Serendipity
©2013 John Hondroulis | @jHondroulis
Image: Bringshare, LLC 29
30. Al
Event
Introduce yourself then
follow
Connect across networks
Checkin on Location
Based Systems (LBS)
Foursquare
Facebook
Google+
Who checked in w/ you?
Explore Instagram
Align Live Events with Patterns of Serendipity
©2013 John Hondroulis | @jHondroulis
30
31. 31
Align Live Events with Patterns of Serendipity
31
#FF
Broadcast great meetings
Curate event with photos
and commentary on your
blog, site, Flickr, YouTube,
etc
Tag new friends on
Facebook
Take advantage of post-
event momentum
Post-event
Al
©2013 John Hondroulis | @jHondroulis
Image: Chris P. Dunn
33. Grounded
LinkedIn
Join Groups
Post/Engage
Start Groups
Complete Business Profiles
Engage organization
Recommend and Get
Recommended
Blogs
Write
Comment
• Subscribe to RSS
The Communities
• Twitter
•
Setup Alerts
•
Create Lists
•
Favorite Tweets
•
Use #'s and @’s
• Facebook
•
Like
•
Engage
•
Validate comments
•
Defend your champion
•
Show appreciation
•
Compelling visuals
• YouTube
•
Subscribe
•
Comment
•
Share
•
+1
©2013 John Hondroulis | @jHondroulis
Image: Westy Ford 33
34. 34
The Communities
34©2013 John Hondroulis | @jHondroulis
•
Blue Sky
• Google+
• StumbleUpon
• Foursquare
• Pinterest
• Instagram
• Slideshare
• Vimeo
• Tumblr
35. The Communities
©2013 John Hondroulis | @jHondroulis
•
Deep Space
• Quora
• Wikipedia
• Pose
• Spotify
• GetGlue
• Vine
• Etsy
• Threadless
• Behance
• Stackoverflow
35
Hinweis der Redaktion Chris bro Chris bro