34. 95. We are waking up and linking to
each other. We are watching. But
we are not waiting. 34
35. Ten years on the Cluetrain still
sounds radical …
http://www.flickr.com/photos/ittybittiesforyou/3501407487/
36. There was no context in
which the Cluetrain could be
brought within existing
business practices
http://www.flickr.com/photos/michaelsphotos/236286916/
39. Building leads, making connections
What works
How to sustain it
What to expect
The new B2C
Frameworks for social communication
The Auchterlonie Effect
Continuous Digital Strategy
Storytelling
Influence
Fat value
http://www.flickr.com/photos/jyesmith/
56. 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
65. Only 18% of TV ad campaigns
generate positive ROI
-- Ad Age/Accenture
65
66. Why choose “social” as part of your strategy?
User User User
generated generated generated
content filtering distribution
User generated context
78% of respondents said they trusted - either completely or
somewhat – the recommendation of other consumers
- Nielsen, Trust in Advertising, 2007
http://asiapacific.acnielsen.com/site/documents/TrustinAdvertisingOct07.pdf
68. 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/
69. Social capital
Liz
Simon Stan
Gavin Kate
Trent Ian
David
http://www.flickr.com/photos/duchamp/90520897/
70. Social judgement
Liz Jye
Simon Stan Mark Leila
Gavin Kate Annik Steve Sally Kate
Trent Ian Zac Katie
David Nick
http://www.flickr.com/photos/duchamp/90520897/
71. As David Ogilvy says …
We sell – or else.
http://www.flickr.com/photos/noodle/3312333622/
72. Business-to-Business
In B2B the value of what you
have to offer has few customers
BUT they are willing to pay a
premium.
Value and Effectiveness
Custom
Solutions
Complexity Volume
Enterprise SME Consumer
http://www.flickr.com/photos/bz3rk/3181201664/
73. Business-to-Consumer
The value of what you have to
offer has many customers BUT
the margins are incremental .
Value and Effectiveness
Mass prod /
volume
Complexity Volume
Enterprise SME Consumer
73
http://www.flickr.com/photos/bz3rk/3181201664/
74. Enterprise 1.0 Sales
Enterprise 1.0 firms are
designed to service these two
markets but they leave a gap in
between.
Value and Effectiveness
Custom Mass prod /
Solutions volume
Complexity Volume
Enterprise SME Consumer
74
http://www.flickr.com/photos/bz3rk/3181201664/
75. Convergence is Not About Technology
75
http://www.flickr.com/photos/bz3rk/3181201664/
76. The Convergence of Markets
Knowledge Workers are no
longer happy to leave their rich
web experiences at home.
Value and Effectiveness
B2B B2C
Complexity Volume
Enterprise SME Consumer
76
http://www.flickr.com/photos/bz3rk/3181201664/
77. The Convergence of Markets
The NEW B2C …
Brand-to-Community extends
from the consumer space
through the enterprise
Value and Effectiveness
B2B Br2Comm B2C
Complexity Volume
Enterprise SME Consumer
77
78. Self aggregating and self identifying
http://www.flickr.com/photos/silvertje/484165708/
88. Objectives
Objectives
Measurement Audience
Your insight process will have delivered you a
challenge, and out of that you or your client Commitment Footprint
will have laid out some objectives which need
to be met. They may be “fluffy” objectives like Converse Content
“awareness” or “reach” or they may be harder
– like “increasing sales 20%” or “200 new
customers”.
http://www.flickr.com/photos/firewarrior/180546142/
89. 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!
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://www.flickr.com/photos/anirudhkoul/3734369273/
90. Audience
Objectives
… if you’re engaging with the intent to Measurement Audience
hear and the intent to consider what
those folks are telling you. That builds
trust. It lets people know you’re paying Commitment Footprint
attention and that you value their
voice. It’s not a promise of action, but Converse Content
it’s a demonstration of awareness.
- Amber Naslund
http://altitudebranding.com/2009/09/social-media-and-the-reality-of-control/ http://www.flickr.com/photos/niclindh/1389750548/
91. Brand
Audience
Product
Creating a Listening Post
Industry
Key personnel
Intent
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://www.flickr.com/photos/89446022@N00/2057416586/
92. Audience
Creating a Listening Post
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://search.twitter.com
http://www.flickr.com/photos/89446022@N00/2057416586/
93. Audience
Creating a Listening Post
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://search.twitter.com
http://www.flickr.com/photos/89446022@N00/2057416586/
94. Audience
Creating a Listening Post
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://brandtags.net
http://www.flickr.com/photos/89446022@N00/2057416586/
95. Audience
Creating a Listening Post
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://brandtags.net
http://www.flickr.com/photos/89446022@N00/2057416586/
96. Audience
Creating a Listening Post
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://brandtags.net
http://www.flickr.com/photos/89446022@N00/2057416586/
97. Audience
Technorati
Search Listening with your Google ears
Twitter
Blog Search
Search
Objectives
Google Google LinkedIn Measurement Audience
Alerts Reader Answers
Commitment Footprint
Converse Content
PageFlakes Feedly
http://www.flickr.com/photos/ozaking/3807417/
98. Audience
Creating a Listening Post
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://google.com/reader
http://www.flickr.com/photos/89446022@N00/2057416586/
99. Audience
Creating a Listening Post
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://pageflakes.com
http://www.flickr.com/photos/89446022@N00/2057416586/
100. Audience
Creating a Listening Post
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://feedly.com
http://www.flickr.com/photos/89446022@N00/2057416586/
102. Audience
Creating a Listening Post
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://google.com/adplanner
http://www.flickr.com/photos/89446022@N00/2057416586/
103. Audience “Snoop”
by Sam Gosling
Openness
Conscientiousness
Extraversion
Agreeableness
Neuroticism Objectives
“Another major finding from our research was Measurement Audience
that Web sites are extraordinarily good places
to learn about people – perhaps the best of all
Commitment Footprint
places. Our site snooping yielded information
that was at least as accurate as what we
learned from the bedrooms, offices and music Converse Content
collections we studied …”
http://www.flickr.com/photos/mtchm/199007552/
104. Audience
Who are your customers like?
“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
http://www.flickr.com/photos/francois/3730247/
105. Now that you know your audiences
in their pungent granularity, you
now need to understand their
Footprint behaviour.
Where do they go? What do they do?
Where to they spend time and why?
Objectives
Measurement Audience
This is about walking a mile or two in their shoes.
Commitment Footprint
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 Converse Content
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.
http://www.flickr.com/photos/jamesjordan/2507637034/
106. Use Your Listening Post to direct
your approach to connection
Footprint
Objectives
Measurement Audience
Commitment Footprint
Converse Content
107. Who, What and Where
Footprint
What is being said,
how is it connected Objectives
and what is the
Measurement
velocity behind it?
Audience
Commitment Footprint
Converse Content
109. 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?
Objectives
Measurement Audience
Commitment Footprint
Converse Content
110. How can you use P-L-A-Y to activate, surprise
and delight your audiences? Content
P -- for Power
Demanding of attention
Testing limits (boundaries around behaviour,
responsibility etc)
Controlling the controllable
Belonging
L -- for learning and curiosity Objectives
Skills development Measurement Audience
Negotiation
A -- for adventure
Exploring an ever changing world Commitment Footprint
Actively making the world a better place
Y -- the yelp of surprise and delight Converse Content
Recognition and reward
Self expression
111. Capturing the joy - JK Wedding Dance
http://www.youtube.com/watch?v=4-94JhLEiN0
113. This is where your strategy becomes one of amplification rather than
Converse 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
Measurement Audience
Commitment Footprint
Converse Content
115. 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
Commitment “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?
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://www.flickr.com/photos/eschipul/2371505523/ http://bit.ly/SoCcontext
116. Commitment
http://www.servantofchaos.com/20
08/07/where-the-hell.html
More than 6.8 million
student reviews of 1
million professors
http://ratemyprofessors.com
117. Commitment Over 11 million views @
4:29 per view, 23 million
Google references
http://tinyurl.com/socwhereismatt
118. 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.
119. But wait! This sounds like
traditional marketing!
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://bit.ly/SoCcds
120. It’s how we deal with this
http://www.flickr.com/photos/philliecasablanca/2494647968/
121. By understanding social judgement
Liz Jye
Simon Stan Mark Leila
Gavin Kate Annik Steve Sally Kate
Trent Ian Zac Katie
David Nick
http://www.flickr.com/photos/duchamp/90520897/
122. F*ck Influencers
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
http://www.craphammer.ca/2009/07/influencing-conversations.html
123. It’s not about influence it’s about trust
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
124. Influence and clusters
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.
http://videolectures.net/icwsm09_sun_gmctfnf/
125. This means that contagion is not about
influence but about PARTICIPATION and
therefore about TRUST
126. 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.flickr.com/photos/jasohill/3928596822/ http://www.servantofchaos.com/2009/09/branding-is-a-marathon.html