social networking to social nicheworking

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Wednesday, January 16, 13

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Julia Cantor and I speak at the #FuelInnovation event hosted at Engauge about the power of niche networks, content curation and influencer marketing.

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Page 1: Social Networking to Social Nicheworking

Wednesday, January 16, 13

Page 2: Social Networking to Social Nicheworking

FUEL INNOVATION: April 12 6:00-9:00pm @engauge #fuelinnovation

Wednesday, January 16, 13

Page 3: Social Networking to Social Nicheworking

FUEL INNOVATION: Social Networking to Social Niche-working

Social Networkingto

Social Niche-workingHow to make sense of it all

Wednesday, January 16, 13

Page 4: Social Networking to Social Nicheworking

@drewhawkins

Drew Hawkinssocial engagement manager

Julia Cantorsr. digital publicist

@juliacantor#fuelinnovationWednesday, January 16, 13

Page 5: Social Networking to Social Nicheworking

thanks for coming

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 6: Social Networking to Social Nicheworking

Agenda:

1. content explosion

2. finding a niche

3. what’s next

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 7: Social Networking to Social Nicheworking

Social media 1.0

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 8: Social Networking to Social Nicheworking

Social media 1.0connections

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 9: Social Networking to Social Nicheworking

Social media 1.0connectionscontent creation

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 10: Social Networking to Social Nicheworking

the problem?everyone is a content creator

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 11: Social Networking to Social Nicheworking

that’s a problem?

yes. we’ve reached information overload

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 12: Social Networking to Social Nicheworking

users upload nearly of video every day.8 years

users send tweets every day.233 million

users share photos every day.864 thousand

users share photos every day.250 million

users write blog posts every day. 500 thousand

users share posts every day. 40 million

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 13: Social Networking to Social Nicheworking

so what do consumers need?

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 14: Social Networking to Social Nicheworking

so what do consumers need?

control

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 15: Social Networking to Social Nicheworking

The Life Cycle of Contentcontent creation

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 16: Social Networking to Social Nicheworking

The Life Cycle of Contentcontent creation

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 17: Social Networking to Social Nicheworking

The Life Cycle of Contentcontent sharing

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 18: Social Networking to Social Nicheworking

The Life Cycle of Contentcontent curation

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 19: Social Networking to Social Nicheworking

The Life Cycle of Contentcontent curation

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 20: Social Networking to Social Nicheworking

The Life Cycle of Contentcontent curation

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 21: Social Networking to Social Nicheworking

Curation Platforms

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 22: Social Networking to Social Nicheworking

Curation Platforms

we’re moving away from a mindset of reaching “critical mass” and towards one

of “credible mass.”

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 23: Social Networking to Social Nicheworking

Why Curate?

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 24: Social Networking to Social Nicheworking

Why Curate?

curation is a research tool to get to know your customer

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 25: Social Networking to Social Nicheworking

Why Curate?

curation is a research tool to get to know your customer

social listening opportunity

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 26: Social Networking to Social Nicheworking

Why Curate?

curation is a research tool to get to know your customer

social listening opportunity

establish authority over a niche topic

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 27: Social Networking to Social Nicheworking

Where to curate?

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 28: Social Networking to Social Nicheworking

@drewhawkins @juliacantor#fuelinnovation

sure it’s popular...but why care?

Wednesday, January 16, 13

Page 29: Social Networking to Social Nicheworking

“Essentially, Pinterest excels at something that’s very hard to do on the web - help people discover new things.”

-CNN Money

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 30: Social Networking to Social Nicheworking

21% of Pinterest users surveyed said they’ve actually bought an item from Pinterest

Drives purchase intent

source: TheNextWeb

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 31: Social Networking to Social Nicheworking

my wife’s style boarda story about purchase intent

source: TheNextWeb

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 32: Social Networking to Social Nicheworking

my wife’s style boarda story about purchase intent

source: TheNextWeb

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 33: Social Networking to Social Nicheworking

my wife’s style boarda story about purchase intent

source: TheNextWeb

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 34: Social Networking to Social Nicheworking

Builds niche communities

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 35: Social Networking to Social Nicheworking

Networks -> interestssegues users from curation

based on networks to curation based on interest

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 36: Social Networking to Social Nicheworking

Agenda:

1. content explosion

2. finding a niche

3. what’s next

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 37: Social Networking to Social Nicheworking

niche[nich]n. 1. a place or position suitable or appropriate for a person or thing. 2. a distinct segment of the market

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 38: Social Networking to Social Nicheworking

Niche platforms

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 39: Social Networking to Social Nicheworking

Niche platforms

untappd

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 40: Social Networking to Social Nicheworking

Niche platforms

runkeeper

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 41: Social Networking to Social Nicheworking

Niche platforms

path

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

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Niche platforms

foodspotting

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 43: Social Networking to Social Nicheworking

Niche communities can form around anything.

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

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Niche communities can form around anything. Literally.

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 45: Social Networking to Social Nicheworking

Niche communities can form around anything. Literally.

Ravelrya community of knitters, crocheters and everything in between

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 46: Social Networking to Social Nicheworking

Niche communities can form around anything. Literally.

Red Karaoke

a website for the connoisseur of the karaoke experience

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 47: Social Networking to Social Nicheworking

Niche communities can form around anything. Literally.

HAMSTERsterlove everything about hamsters? meet

your new favorite website

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 48: Social Networking to Social Nicheworking

Real-time nicheworking[reel-time-nich-wurk-eeng]n. 1. communicating about or around a topic of mutual interest in a virtual micro-community

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 49: Social Networking to Social Nicheworking

hashtags = content filtering

#godirtygirl

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 50: Social Networking to Social Nicheworking

#fuelinnovation

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 51: Social Networking to Social Nicheworking

@drewhawkins @juliacantor#fuelinnovation

#BlogWorld Twitter stats

source: Sheldon Levine, Sysomos

Wednesday, January 16, 13

Page 52: Social Networking to Social Nicheworking

@drewhawkins @juliacantor#fuelinnovation

24,402 tweets about #blogworld

#BlogWorld Twitter stats

source: Sheldon Levine, Sysomos

Wednesday, January 16, 13

Page 53: Social Networking to Social Nicheworking

@drewhawkins @juliacantor#fuelinnovation

24,402 tweets about #blogworld

#BlogWorld Twitter stats

44.49% were original tweets

source: Sheldon Levine, Sysomos

Wednesday, January 16, 13

Page 54: Social Networking to Social Nicheworking

@drewhawkins @juliacantor#fuelinnovation

24,402 tweets about #blogworld

#BlogWorld Twitter stats

44.49% were original tweets

36.35% were retweets

source: Sheldon Levine, Sysomos

Wednesday, January 16, 13

Page 55: Social Networking to Social Nicheworking

@drewhawkins @juliacantor#fuelinnovation

My Coke Rewardstaking a niche beyond a brand category

Wednesday, January 16, 13

Page 56: Social Networking to Social Nicheworking

Wednesday, January 16, 13

Page 57: Social Networking to Social Nicheworking

Agenda:

1. content explosion

2. finding a niche

3. what’s next

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 58: Social Networking to Social Nicheworking

niches = people asking for your content

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 59: Social Networking to Social Nicheworking

it only takes 10% to sway the opinion of the majority

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 60: Social Networking to Social Nicheworking

evangelists spend 13% more than the average customer and refer business

equal to 45% of the money they spend

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 61: Social Networking to Social Nicheworking

Avoid “parachute marketing”reward your fans and empower your niche with content curation...

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 62: Social Networking to Social Nicheworking

...and they’ll do the work for you

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 63: Social Networking to Social Nicheworking

questions?

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Page 64: Social Networking to Social Nicheworking

FUEL INNOVATION: Social Networking to Social Niche-working

thank youthat’s all we have for our presentation. go eat some cereal.

Wednesday, January 16, 13