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Guardian Masterclass
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adeleb
April 15, 2012
Business
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Guardian Masterclass
adeleb
April 15, 2012
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Transcript
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“THE GAME HAS CHANGED.”
BUT WHAT DOES THAT MEAN?
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3 MILLION DONORS $500 MIL + DONATED
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$4,500 VS. $3 MIL AD SPEND
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SMART BUSINESSES CELEBRATE CUSTOMERS AS TRIBE MEMBERS.
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6 ELEMENTS OF TRIBE BUILDING
TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY
//
TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY
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TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY
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TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY
//
LOGICAL // SPATIAL // LINGUISTIC // KINESTHETIC // MUSICAL //
INTERPERSONAL // INTRAPERSONAL // NATURALISTIC
THESE PROVIDE DATA FOR THE MAP, BUT NOT THE COMPASS
ITSELF.
LOGICAL // SPATIAL // LINGUISTIC // KINESTHETIC // MUSICAL //
INTERPERSONAL // INTRAPERSONAL // NATURALISTIC
THE ABILITY TO BE SENSITIVE TO AND UNDERSTAND OTHERS, IN
ORDER TO COOPERATE.
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HUMANS WANT TO TRADE WITH OTHER HUMANS.
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TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY
//
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HERO + CONFLICT
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WHAT’S THE STORY? WHAT’S THE CONFLICT?
TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY
//
“SUCCESSFUL COMPANIES IN SOCIAL MEDIA ACT MORE LIKE PARTY PLANNERS
THAN TRADITIONAL ADVERTISER.”
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TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY
//
*
Source: http://www.forentrepreneurs.com/lessons-learnt-viral-marketing/
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http://www.telegraph.co.uk/news/worldnews/joseph-kony/9134431/Kony-2012-Stats-breakdown-of-the-viral-video.html
HOW WILL SOMEONE TELL ANOTHER PERSON ABOUT YOU? HOW FAST?
TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY
//
HOOTSUITE // TWEETDECK GOOGLE ANALYTICS // SEARCH.TWITTER // MIXPANEL //
TOO MUCH DATA IS AS BAD AS NOT ENOUGH DATA
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TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY
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HOW DO YOU PREVENT GOSSIP?
YOU CAN’T CONTROL THE CONVERSATION, BUT YOU CAN STRENGTHEN THE
RELATIONSHIP.
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TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY
//
Source: http://www.web-strategist.com/blog/research/
Source: http://www.web-strategist.com/blog/research/
I need proof that what we’re doing is actually working.
Start with proof of concept.
Step 1: Establish a baseline 8% YoY Growth
Baselines illustrate deltas (changes) Is something happening here?
Step 2: Create Activity Timelines
Step 2: Create Activity Timelines
Step 2: Create Activity Timelines
Step 3: Look at Sales Revenue
Step 3: Also look at # of transactions
Step 3: Also measure net new customers
Transaction data should be specific F.R.Y. FREQUENCY, REACH, YIELD How
often customers transact. (transactions per month) How many customers you are reaching. (net new customers) How much they spend. ($ per transaction)
The latest numbers indicate that our YoY sales $ are
up 60%. Our individual transactions have doubled, as have our transacting customers. Something’s working! Groovy! Let’s figure out what.
Step 4: Measure transactional precursors
Step 4: Measure transactional precursors
Step 4: Measure transactional precursors
We overlaid all of our timelines and noticed that since
our social media activities began, our website visits are up, our social mentions are also up, and everyone seems to love us. So is there a discernable pattern in this?
Step 5: Overlay all timelines activities transactions social data web
data loyalty metrics etc.
Step 6: Look for patterns Before After Impact Impact Impact
No Impact Uncertain Impact
Step 7: Prove relationships Before After How was this group
Touched by SM?
TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY
//
TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY
//
TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY
//
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