social networking to social nicheworking
DESCRIPTION
Julia Cantor and I speak at the #FuelInnovation event hosted at Engauge about the power of niche networks, content curation and influencer marketing.TRANSCRIPT
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Wednesday, January 16, 13
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FUEL INNOVATION: April 12 6:00-9:00pm @engauge #fuelinnovation
Wednesday, January 16, 13
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FUEL INNOVATION: Social Networking to Social Niche-working
Social Networkingto
Social Niche-workingHow to make sense of it all
Wednesday, January 16, 13
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@drewhawkins
Drew Hawkinssocial engagement manager
Julia Cantorsr. digital publicist
@juliacantor#fuelinnovationWednesday, January 16, 13
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thanks for coming
@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13
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Agenda:
1. content explosion
2. finding a niche
3. what’s next
@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13
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Social media 1.0
@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13
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Social media 1.0connections
@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13
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Social media 1.0connectionscontent creation
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the problem?everyone is a content creator
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that’s a problem?
yes. we’ve reached information overload
@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13
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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
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so what do consumers need?
@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13
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so what do consumers need?
control
@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13
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The Life Cycle of Contentcontent creation
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The Life Cycle of Contentcontent creation
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The Life Cycle of Contentcontent sharing
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The Life Cycle of Contentcontent curation
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The Life Cycle of Contentcontent curation
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The Life Cycle of Contentcontent curation
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Curation Platforms
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Curation Platforms
we’re moving away from a mindset of reaching “critical mass” and towards one
of “credible mass.”
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Why Curate?
@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13
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Why Curate?
curation is a research tool to get to know your customer
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Why Curate?
curation is a research tool to get to know your customer
social listening opportunity
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Why Curate?
curation is a research tool to get to know your customer
social listening opportunity
establish authority over a niche topic
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Where to curate?
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@drewhawkins @juliacantor#fuelinnovation
sure it’s popular...but why care?
Wednesday, January 16, 13
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“Essentially, Pinterest excels at something that’s very hard to do on the web - help people discover new things.”
-CNN Money
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21% of Pinterest users surveyed said they’ve actually bought an item from Pinterest
Drives purchase intent
source: TheNextWeb
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my wife’s style boarda story about purchase intent
source: TheNextWeb
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my wife’s style boarda story about purchase intent
source: TheNextWeb
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my wife’s style boarda story about purchase intent
source: TheNextWeb
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Builds niche communities
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Networks -> interestssegues users from curation
based on networks to curation based on interest
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Agenda:
1. content explosion
2. finding a niche
3. what’s next
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niche[nich]n. 1. a place or position suitable or appropriate for a person or thing. 2. a distinct segment of the market
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Niche platforms
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Niche platforms
untappd
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Niche platforms
runkeeper
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Niche platforms
path
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Niche platforms
foodspotting
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Niche communities can form around anything.
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Niche communities can form around anything. Literally.
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Niche communities can form around anything. Literally.
Ravelrya community of knitters, crocheters and everything in between
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Niche communities can form around anything. Literally.
Red Karaoke
a website for the connoisseur of the karaoke experience
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Niche communities can form around anything. Literally.
HAMSTERsterlove everything about hamsters? meet
your new favorite website
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Real-time nicheworking[reel-time-nich-wurk-eeng]n. 1. communicating about or around a topic of mutual interest in a virtual micro-community
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hashtags = content filtering
#godirtygirl
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#fuelinnovation
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@drewhawkins @juliacantor#fuelinnovation
#BlogWorld Twitter stats
source: Sheldon Levine, Sysomos
Wednesday, January 16, 13
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@drewhawkins @juliacantor#fuelinnovation
24,402 tweets about #blogworld
#BlogWorld Twitter stats
source: Sheldon Levine, Sysomos
Wednesday, January 16, 13
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@drewhawkins @juliacantor#fuelinnovation
24,402 tweets about #blogworld
#BlogWorld Twitter stats
44.49% were original tweets
source: Sheldon Levine, Sysomos
Wednesday, January 16, 13
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@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
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@drewhawkins @juliacantor#fuelinnovation
My Coke Rewardstaking a niche beyond a brand category
Wednesday, January 16, 13
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Wednesday, January 16, 13
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Agenda:
1. content explosion
2. finding a niche
3. what’s next
@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13
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niches = people asking for your content
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it only takes 10% to sway the opinion of the majority
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evangelists spend 13% more than the average customer and refer business
equal to 45% of the money they spend
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Avoid “parachute marketing”reward your fans and empower your niche with content curation...
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...and they’ll do the work for you
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questions?
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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