Wednesday, January 16, 13

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

Wednesday, January 16, 13

FUEL INNOVATION: Social Networking to Social Niche-working

Social Networkingto

Social Niche-workingHow to make sense of it all

Wednesday, January 16, 13

@drewhawkins

Drew Hawkinssocial engagement manager

Julia Cantorsr. digital publicist

@juliacantor#fuelinnovationWednesday, January 16, 13

thanks for coming

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Agenda:

1. content explosion

2. finding a niche

3. what’s next

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Social media 1.0

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Social media 1.0connections

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Social media 1.0connectionscontent creation

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

the problem?everyone is a content creator

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

that’s a problem?

yes. we’ve reached information overload

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

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

so what do consumers need?

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

so what do consumers need?

control

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

The Life Cycle of Contentcontent creation

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

The Life Cycle of Contentcontent creation

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

The Life Cycle of Contentcontent sharing

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

The Life Cycle of Contentcontent curation

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

The Life Cycle of Contentcontent curation

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

The Life Cycle of Contentcontent curation

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Curation Platforms

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

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

Why Curate?

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Why Curate?

curation is a research tool to get to know your customer

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Why Curate?

curation is a research tool to get to know your customer

social listening opportunity

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

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

Where to curate?

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

@drewhawkins @juliacantor#fuelinnovation

sure it’s popular...but why care?

Wednesday, January 16, 13

“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

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

my wife’s style boarda story about purchase intent

source: TheNextWeb

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

my wife’s style boarda story about purchase intent

source: TheNextWeb

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

my wife’s style boarda story about purchase intent

source: TheNextWeb

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Builds niche communities

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Networks -> interestssegues users from curation

based on networks to curation based on interest

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Agenda:

1. content explosion

2. finding a niche

3. what’s next

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

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

Niche platforms

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Niche platforms

untappd

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Niche platforms

runkeeper

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Niche platforms

path

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Niche platforms

foodspotting

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Niche communities can form around anything.

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Niche communities can form around anything. Literally.

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Niche communities can form around anything. Literally.

Ravelrya community of knitters, crocheters and everything in between

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Niche communities can form around anything. Literally.

Red Karaoke

a website for the connoisseur of the karaoke experience

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

Niche communities can form around anything. Literally.

HAMSTERsterlove everything about hamsters? meet

your new favorite website

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

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

hashtags = content filtering

#godirtygirl

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

#fuelinnovation

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

@drewhawkins @juliacantor#fuelinnovation

#BlogWorld Twitter stats

source: Sheldon Levine, Sysomos

Wednesday, January 16, 13

@drewhawkins @juliacantor#fuelinnovation

24,402 tweets about #blogworld

#BlogWorld Twitter stats

source: Sheldon Levine, Sysomos

Wednesday, January 16, 13

@drewhawkins @juliacantor#fuelinnovation

24,402 tweets about #blogworld

#BlogWorld Twitter stats

44.49% were original tweets

source: Sheldon Levine, Sysomos

Wednesday, January 16, 13

@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

@drewhawkins @juliacantor#fuelinnovation

My Coke Rewardstaking a niche beyond a brand category

Wednesday, January 16, 13

Wednesday, January 16, 13

Agenda:

1. content explosion

2. finding a niche

3. what’s next

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

niches = people asking for your content

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

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

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

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

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

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

...and they’ll do the work for you

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

questions?

@drewhawkins @juliacantor#fuelinnovationWednesday, January 16, 13

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