Lead Generation, Community and Social Media

Gavin Heaton

Leads,

Community and

Social Media

@servantofchaos

www.servantofchaos.com

www.ageofconversation.com

2

People of earth …

3

A powerful global

conversation has begun.

4

Through the Internet,

people are discovering …

5

and inventing new ways to

share relevant knowledge

6

… with blinding speed.

7

As a direct result, markets

are getting smarter …

8

and getting smarter faster

than most companies.

9

1. Markets are conversations.

10

2. Markets consist of human

beings, not demographic

sectors.

11

12. There are no secrets.

12

20. Companies need

to realize their

markets are often

laughing. At them.

13

26. Public Relations does not

relate to the public.

14

29. Elvis said it best: "We

can't go on together with

suspicious minds."

15

36. Companies must ask

themselves where their

corporate cultures end.

16

52. Paranoia kills

conversation.

17

60. Markets want to talk to

companies

18

67. As markets, as workers,

we wonder why you're not

listening …

19

You seem to be speaking a

different language.

20

68. The inflated self-important

jargon you sling around …

what's that got to do with us?

21

69. Maybe you're impressing

your investors. Maybe you're

impressing Wall Street …

22

You're not impressing us.

23

71. Your tired notions of "the

market" make our eyes glaze over.

24

72. We like this new marketplace

much better. In fact, we are creating

it.

25

73. You're invited, but it's

our world. Take your

shoes off at the door.

26

75. If you want us to talk to you, tell

us something. Make it something

interesting for a change.

27

78. You want us to pay?

28

… We want you to pay attention.

29

82. Your product broke. Why?

30

84. We know some people

from your company. They're

pretty cool online …

31

Do you have any more like

that you're hiding? Can they

come out and play?

32

87. We'd like it if you got

what's going on here.

That'd be real nice.

33

89. We have real power and

we know it.

34

95. We are waking up and linking to

each other. We are watching. But

we are not waiting.

http://www.flickr.com/photos/ittybittiesforyou/3501407487/

Ten years on the Cluetrain still sounds radical …

There was no context in which the Cluetrain could be

brought within existing business practices

http://www.flickr.com/photos/michaelsphotos/236286916/

Things have changed

http://www.flickr.com/photos/philliecasablanca/2494647968/

Building leads, making connections

The new B2CFrameworks for social communicationThe Auchterlonie Effect

Continuous Digital StrategyStorytellingInfluenceFat value

http://www.flickr.com/photos/jyesmith/

What worksHow to sustain itWhat to expect

Variety of platforms, technologies and devices

These are all available to people like you and me

What do these people look like?

http://www.flickr.com/photos/fukagawa/860844783/

Where do they play?

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110517

And what do they do?

http://www.businessweek.com/magazine/content/07_24/b4038405.htm

But are you local?

http://www.forrester.com/Groundswell/profile_tool.htmlhttp://www.flickr.com/photos/hyku/455406080/

So what do YOU do online?

http://www.flickr.com/photos/3fold/437853495/

Why is this important?

Five Impacts of Social Media

48

Experts coming under

pressure from new voices

who are early adopters of

new technology

49

New organisations emerging

to deal with the social, cultural

and political changes

50

There is a struggle to revise

the social and legal norms --

especially in relation to

intellectual property

The concepts of identity and

community are transformed

http://darmano.typepad.com

New forms of language come

into being

Educators are pressured to

prepare their students for the

newly emerging world

Elizabeth Eisenstein on the

invention of the printing press

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

57

Social networking sites

now more popular than

porn sites.

Time, October 31, 2007

58

Increasingly networked

but also individualised.

59

Disconnect between how we

“express ourselves” and what we

“value”

Individualism

Independence

Commercialism

Community

Relationships

Authenticity

60

ABC, the third commercial network

in the USA began broadcasting in

1948

61

3 Networks x 60 years x 365 days

x 24 hours

=

1.5 million hours programming

62

More than 1.5 million hours were

uploaded to YouTube in the last 6

months

63

Over 9000 hours per day

200,000 3 minute videos

For an audience <100

88% new/original

http://www.youtube.com/watch?v=zlfKdbWwruY&feature=user

64

“Dunbar Number”

http://en.wikipedia.org/wiki/Dunbar's_number

65

Only 18% of TV ad campaigns

generate positive ROI

-- Ad Age/Accenture

Why choose “social” as part of your strategy?

User generated

content

User generated

filtering

User generated

distribution

User generated context

http://asiapacific.acnielsen.com/site/documents/TrustinAdvertisingOct07.pdf

78% of respondents said they trusted - either completely or somewhat – the recommendation of other consumers- Nielsen, Trust in Advertising, 2007

The Auchterlonie Effect

http://bit.ly/SoCoch

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/

Social capital


Gavin

IanTrent

David

Liz

StanSimon

Kate

Social judgement


Gavin

IanTrent

David

Liz

StanSimon

Kate Sally

KatieZac

Nick

Jye

LeilaMark

KateAnnik Steve

As David Ogilvy says …

We sell – or else.

http://www.flickr.com/photos/noodle/3312333622/

Business-to-Business

Custom

Solutions

Enterprise SME Consumer

Va

lue

an

d E

ffe

ctive

ne

ss

Complexity Volume

In B2B the value of what you

have to offer has few customers

BUT they are willing to pay a

premium.

http://www.flickr.com/photos/bz3rk/3181201664/

Business-to-Consumer

73

Mass prod /

volume


Complexity Volume

Va

lue

an

d E

ffe

ctive

ne

ss

The value of what you have to

offer has many customers BUT

the margins are incremental .


Enterprise 1.0 Sales

74

Custom

Solutions

Mass prod /

volume


Complexity Volume

Va

lue

an

d E

ffe

ctive

ne

ss

Enterprise 1.0 firms are

designed to service these two

markets but they leave a gap in

between.


Convergence is Not About Technology

75http://www.flickr.com/photos/bz3rk/3181201664/

The Convergence of Markets

76

B2B B2C


Complexity Volume

Va

lue

an

d E

ffe

ctive

ne

ss

Knowledge Workers are no

longer happy to leave their rich

web experiences at home.


The Convergence of Markets

77

B2B B2C


Complexity Volume

Va

lue

an

d E

ffe

ctive

ne

ss

The NEW B2C …Brand-to-Community extends

from the consumer space

through the enterprise

Br2Comm

Self aggregating and self identifying

http://www.flickr.com/photos/silvertje/484165708/

Social vs Professional collision

http://www.flickr.com/photos/moneko/2751886073/

This is putting conversation at the heart of communications (public and private)

Because you are what you Google

Because everyone has a voice, sometimes the brand message that’s heard doesn’t belong to you

Does this mean that messaging is dead?

http://www.flickr.com/photos/jeremybrooks/2360885389/

It means that messaging has to be

more robust

http://www.flickr.com/photos/kenleewrites/3559286463/

It also means that you have to plan strategically for good and bad scenarios

It means continuously defining and refining your strategy

CONTINUOUS DIGITAL STRATEGY

http://bit.ly/SoCcds

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement

Objectives

Your insight process will have delivered you a challenge, and out of that you or your client will have laid out some objectives which need to be met. They may be “fluffy” objectives like “awareness” or “reach” or they may be harder – like “increasing sales 20%” or “200 new customers”.

http://www.flickr.com/photos/firewarrior/180546142/

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement

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!

http://www.flickr.com/photos/anirudhkoul/3734369273/

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement

… if you’re engaging with the intent to hear and the intent to consider what those folks are telling you. That builds trust. It lets people know you’re paying attention and that you value their voice. It’s not a promise of action, but it’s a demonstration of awareness.- Amber Naslund

http://www.flickr.com/photos/niclindh/1389750548/http://altitudebranding.com/2009/09/social-media-and-the-reality-of-control/

Audience

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement

Creating a Listening Post

Brand

Product

Industry

Key personnel

Intent

http://www.flickr.com/photos/89446022@N00/2057416586/

Audience

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement



Audience

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement

http://search.twitter.com



Audience

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement

http://search.twitter.com



Audience

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement

http://brandtags.net



Audience

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement




Audience

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement


Listening with your Google ears

Google Reader

Google Alerts

Blog Search

Technorati Search

Twitter Search

LinkedIn

Answers

PageFlakes Feedly

http://www.flickr.com/photos/ozaking/3807417/

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement

Audience



Audience

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement

http://google.com/reader



Audience

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement

http://pageflakes.com



Audience

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement

http://feedly.com

Personas

Behaviours

Attitudes

Needs

Risk averse

http://www.flickr.com/photos/hortensia/190375624/

Audience

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement



Audience

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement

http://google.com/adplanner

“Snoop”by Sam Gosling

http://www.flickr.com/photos/mtchm/199007552/

Audience

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement

OpennessConscientiousnessExtraversionAgreeablenessNeuroticism

“Another major finding from our research was that Web sites are extraordinarily good places to learn about people – perhaps the best of all places. Our site snooping yielded information that was at least as accurate as what we learned from the bedrooms, offices and music collections we studied …”

Who are your customers like?

http://www.flickr.com/photos/francois/3730247/

Audience

“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

Footprint

This is about walking a mile or two in their shoes. 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 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.

Now that you know your audiences in their pungent granularity, you now need to understand their behaviour.

Where do they go? What do they do? Where to they spend time and why?

http://www.flickr.com/photos/jamesjordan/2507637034/

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement

Use Your Listening Post to direct your approach to connection

Footprint

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement

Who, What and Where

Footprint

What is being said, how is it connected and what is the velocity behind it?

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement

Opportunities Present Themselves!

Footprint

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement

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?

http://www.flickr.com/photos/fcpl/2275170913/

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement

How can you use P-L-A-Y to activate, surprise and delight your audiences?

P -- for PowerDemanding of attentionTesting limits (boundaries around behaviour, responsibility etc)Controlling the controllableBelongingL -- for learning and curiositySkills developmentNegotiationA -- for adventureExploring an ever changing worldActively making the world a better placeY -- the yelp of surprise and delightRecognition and rewardSelf expression

Content

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement

http://www.youtube.com/watch?v=4-94JhLEiN0

Capturing the joy - JK Wedding Dance

Content

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement

http://peoplebrowsr.com

Converse

This is where your strategy becomes one of amplification rather than 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

Audience

Footprint

ContentConverse

Commitment

Measurement

Airforce Guide

http://www.webinknow.com/2008/12/the-us-air-force-armed-with-social-media.html

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement

Converse

Commitment

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 “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?

http://bit.ly/SoCcontext

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement

http://www.flickr.com/photos/eschipul/2371505523/

More than 6.8 million

student reviews of 1

million professors

http://www.servantofchaos.com/20

08/07/where-the-hell.html

http://ratemyprofessors.com

Commitment

http://tinyurl.com/socwhereismatt

Over 11 million views @

4:29 per view, 23 million

Google references

Commitment

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.

But wait! This sounds like traditional marketing!

http://bit.ly/SoCcds

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement

It’s how we deal with this

http://www.flickr.com/photos/philliecasablanca/2494647968/

By understanding social judgement


Gavin

IanTrent

David

Liz

StanSimon

Kate Sally

KatieZac

Nick

Jye

LeilaMark

KateAnnik Steve

http://www.craphammer.ca/2009/07/influencing-conversations.html

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

F*ck Influencers

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

It’s not about influence it’s about trust

http://videolectures.net/icwsm09_sun_gmctfnf/

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.

Influence and clusters

This means that contagion is not about influence but about PARTICIPATION and

therefore about TRUST

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.servantofchaos.com/2009/09/branding-is-a-marathon.htmlhttp://www.flickr.com/photos/jasohill/3928596822/

Ecosystem Touchpoints

YOU

Objectives

Audience

Footprint

ContentConverse

Commitment

Measurement

Share the

message,

own the

destination

Questions?

Lead Generation, Community and Social Media

Business

radical http

new voices

new ways

new marketplace

new organisations

new forms of language

people of earth

expectthe new b2cframeworks