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PyroMarketing 909 Miranda Place Franklin, TN 37067 615-812-3821 www.pyromarketing.com
The Four-Step Process for Igniting Social Media Marketing Fires
For help marketing your products, training your staff, or understanding how to structure your company for the
digital future contact,Greg Stielstra
www.pyromarketing@bellsouth.net615-261-8095
3/19/2010 Copyright PyroMarketing 2010 2
Human Nature
EnvironmentalConditions
Behavior
Historical Era ?-1439
• Dialogue
• One to one
• People-focused
• People & Brands are peers
• Brand perception through experience
• People organize by proximity
• “How may I help you?”
3/19/2010 Copyright PyroMarketing 2010 3
Mass Era 1439-1999
• Monologue
• One to many
• Product-focused
• Media/Brands more powerful than people
• Brand perception through advertising
• People organize by proximity
• “How can we get the word out?”
3/19/2010 Copyright PyroMarketing 2010 4
Well connected to mediaPoorly connected to each other
copyright PyroMarketing
copyright PyroMarketing
Organize by proximity into communities of convenience
Communications Transformation: From Centralized to Socialized
1960 1970 1980 1990 2000 201019501940
Telephone
AM Radio
TVFM Radio
Cable TV
Cell phone
Mass Media Dominate Interpersonal Media Dominate
Internet
Social networks
blogsSkype
Online videoIM
Fax Pager
Camera phones
SMS
Photo sharingSatellite TV
One to Many Many to Many
Digital Era 2000-?
• Trialogue
• Affinity-Focused
• Many:Many that feels like 1:1
• People as powerful as brands
• Brand perception through experience & recommendation
• People organize by affinity
3/19/2010 Copyright PyroMarketing 2010 8
Poorly connected to mediaWell connected to each other
copyright PyroMarketing
copyright PyroMarketing
Organize by affinity into communities of interest
Selective Perception
3/19/2010 Copyright PyroMarketing 2010 11
Prospect Theory
Benefit of a gain
Pain of a loss
+$1
-$1
The paradox of choice
PyroMarketing 909 Miranda Place Franklin, TN 37067 615-812-3821 www.pyromarketing.com
Copyright Greg Stielstra 2003
3/19/2010 Copyright PyroMarketing 2010 21
Word Association Table
The Case for a Creator
Creation Christian Science Lee Strobel Journalist Law
Intelligent
Design
Apologetics Research Christian
conversion
Reporter Evidence
Darwin Defending faith Experiment Testimony News Verdict
Evolution Bible Teaching Former Atheist Author Case
Genesis
Writer
Trial
Atheist
Search Combinations
The Case for a Creator
Creation Christian Science Lee Strobel Journalist Law
Intelligent
Design
Apologetics Research Christian
conversion
Reporter Evidence
Darwin Defending faith Experiment Testimony News Verdict
Evolution Bible Teaching Former Atheist Case
Genesis Trial
Atheist
Search Combinations
The Case for a Creator
Creation Christian Science Lee Strobel Journalist Law
Intelligent
Design
Apologetics Research Christian
conversion
Reporter Evidence
Darwin Defending faith Experiment Testimony News Verdict
Evolution Bible Teaching Former Atheist Case
Genesis Trial
Atheist
Search Combinations
The Case for a Creator
Creation Christian Science Lee Strobel Journalist Law
Intelligent
Design
Apologetics Research Christian
conversion
Reporter Evidence
Darwin Defending faith Experiment Testimony News Verdict
Evolution Bible Teaching Former Atheist Case
Genesis Trial
Atheist
Uncover New Associations
• Panda’s Thumb: pro evolution website
– National Center for Science Education
– List and contacts for Op-Ed
• Scopes Trial
– Dayton Tennessee
– March 13, 1925
– ACLU
– Butler Act• Teaching Evolution and Creation in Schools
– Court TV
Word Association Table
The Case for a Creator
Creation Christian Science Lee Strobel Journalist Law
Intelligent
Design
Apologetics Research Christian
conversion
Reporter Evidence
Darwin Defending faith Experiment Testimony News Verdict
Evolution Bible Teachers Former Atheist Court TV Case
Controversy Genesis Schools Trial
Atheist ACLU Legislation
Education Constitution
Curriculum Scopes Trial
CEAI
• CEAI 8000 Christians teaching in public schools
– Website
– Database
– Newsletter
– Convention
The Idea Center
• Intelligent design clubs on high school and college campuses
– Promoted book in club starter kits
– Website
– Reviewed
– Database
Facebook Groups
3/19/2010 Copyright PyroMarketing 2010 30
www.search.twitter.com
3/19/2010 Copyright PyroMarketing 2010 32
www.tweetreach.com
3/19/2010 Copyright PyroMarketing 2010 33
www.socialmention.com
3/19/2010 Copyright PyroMarketing 2010 34
Copyright Greg Stielstra 2003
3/19/2010 Copyright PyroMarketing 2010 36
Content Conversation
2 Sides of Social Media Coin
copyright PyroMarketing
3/19/2010 Copyright PyroMarketing 2010 39
3/19/2010 Copyright PyroMarketing 2010 40
Online Video
3/19/2010 Copyright PyroMarketing 2010 41
www.ustream.com
3/19/2010 Copyright PyroMarketing 2010 42
Copyright Greg Stielstra 2003
Facebook Fan Page
3/19/2010 Copyright PyroMarketing 2010 44
Copyright Greg Stielstra 2003
Hollow
3/19/2010 Copyright PyroMarketing 2010 49
1. Gather the driest tinder– Found 1800 eating disorder groups & leader contact info
2. Touch it with the match– Free book to 100 leaders – Sample chapters online– 4 articles to 25 article sharing sites– Excerpts to blog and Twitter
3. Fan the flames– Reading group materials – discussion guide, author video, PowerPoint, quiz– Widget – sample chapter, author video, link to store– Social network for people with eating disorders– Author engaging in social media discussions as they emerge
4. Save the coals– Database of group leaders– Database of discussion group participants– Facebook Fan Page
3/19/2010 Copyright PyroMarketing 2010 50
“Perhaps if the existing community would take now and
then the trouble to pass in review the changes it has
already witnessed, it would be less astounded at the
revolutions which continually do and continually must
flash before it; perhaps also it might with more grace
accept the inevitable, and cease from the useless attempts
at making a wholly new world conform itself to the rules
and theories of a bygone civilization.” —Charles Francis
Adams, Jr.
PyroMarketing 909 Miranda Place Franklin, TN 37067 615-812-3821 www.pyromarketing.com
The Four-Step Process for Igniting Social Media Marketing Fires
For help marketing your products, training your staff, or understanding how to structure your company for the
digital future contact,Greg Stielstra
www.pyromarketing@bellsouth.net615-261-8095
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