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Lucky you
Creative Commons | Flickr user shaire productions
The advantage
Creative Commons | Flickr user DonkeyHotey
A brief note on today’s examples…
This is the ad that
changed my life
Finding the side door
Creative Commons | Flickr user Kate e. did
Creative Commons | Flickr user Kitch
Gatekeeping today
The Social Media Side Door
"A generous, tactical, thoughtful manifesto
that follows through on the exhortation of our
time . . . 'pick yourself.' Everyone owns a media
company now, time to start acting that way.”
-Seth Godin, author
"It's one of the most informative and effective social media books I've ever read.”
-Joe Fernandez, CEO & Co-Founder, Klout
Standing in line
Creative Commons | Flickr user gadl
Reach ≠ influence
Creative Commons | Flickr user andorpro
Flatter, wider
Creative Commons | Flickr user Dimitry B
Data visibility
Creative Commons | Flickr user Ars Electronica
Build—don’t buy—influencers
Creative Commons | Flickr user Miss Mass
13%
15%
17%
21%
0%
5%
10%
15%
20%
25%
INSTAGRAM PINTEREST
VISUAL PLATFORM ADOPTION
2013 2014
Source: Pew
Source: Instagram
1
1.6
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
LIKES PER DAY (BILLIONS)
2013 2014
MORE TRUST LESS TRUST
63%
trust customer
photos more than
company photos
Source: Olapic & Fluid / Google Consumer Surveys
The visual content canyon
The visual content canyon
46%
54%
42%
44%
46%
48%
50%
52%
54%
56%
% POSTED ORIGINAL PHOTOS OR VIDEO
2012 2013
Source: Olapic
“”
Hi, [username]. Great photo! Mind
if we use it in our marketing
materials? We’ll always attribute it
to you!
Being 3-D
Creative Commons | Flickr user toddwshaffer
Better stories
Creative Commons | Flickr user eskimoblood
Backstage passes
Creative Commons | Flickr user pareeerica
Find touchstones
Creative Commons | Flickr user helst1
Emulate your audience
Creative Commons | Flickr user Rowena Waack
Be indispensable
Creative Commons | Flickr user Christian Naenny
Become a curator
Creative Commons | Flickr user eSeL.at
Content is not king
Creative Commons | Flickr user eSeL.at
Play to the…
Creative Commons | Flickr user John Curley
Ego capital
Anything that makes you feel good or helps
you define yourself positively to the world.
FORM EXAMPLE
Personal insights & comparison Quizzes, rankings
Social proof & status Badges, scores
Image creation & cultivation Exclusive events
Self-reflection Year In Review slideshows
Why do we share?
1. To bring valuable / entertaining content to others
2. To define ourselves and receive social validation
3. To strengthen and nourish our relationships
4. To achieve self-fulfillment (“we enjoy getting credit for it”)
5. To advocate for beliefs, causes, entities
Source: NYT Psychology of Sharing study, 2011
The Ego Cycle
Company gives you ego boost
You brag share it with your network
Your network wants an ego boost
Your network engages company that provided ego
boost
The Ego Cycle
Facebook makes your year look
cool
Facebook urges you to share it
(you do)
Facebook asks your friends if they
want one, too
Of course they do
Interviews
Creative Commons | Flickr user boellstiftung
Repurpose everything
Blog posts ebooks
YouTube videos Vine, Instagram micro-videos
Webinars / presos narrated videos
Industry / market stats infographics, stats pages
Externalize your data insights
Value of unique insights
Grab attention
Prove credibility
Sources
Owned
3rd party (especially open data)
Collaborative
Consumers
Google Consumer Insights
Deliver value in abundance
before asking for anything
Creative Commons | Flickr user infomatique
Universal Convergence
Channels
Devices
Data
“IRL” vs. physical world
Social graph interest graph
People I know People like me
Aspirational (people I want to be)
Happenstance (social) vs. affinity (interest)
Discovery & reviews: Millennials trust strangers > friends, family
Data literacy
Must rise within marketing orgs
Sound decisions
Better collaboration w/ non-marketers
Data expertise too costly
Real-time adaptability
Right brain, left brain harmony
THANK YOU! QUESTIONS?
