Guardian Masterclass

Transcript

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2. “THE GAME HAS CHANGED.”

3. BUT WHAT DOES THAT MEAN?

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6. 3 MILLION DONORS $500 MIL + DONATED

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9. $4,500 VS. $3 MIL AD SPEND

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12. SMART BUSINESSES CELEBRATE CUSTOMERS AS TRIBE MEMBERS.

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14. 6 ELEMENTS OF TRIBE BUILDING

15. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY

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16. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY

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17. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY

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18. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY

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19. LOGICAL // SPATIAL // LINGUISTIC // KINESTHETIC // MUSICAL //

    INTERPERSONAL // INTRAPERSONAL // NATURALISTIC

20. THESE PROVIDE DATA FOR THE MAP, BUT NOT THE COMPASS

    ITSELF.

21. LOGICAL // SPATIAL // LINGUISTIC // KINESTHETIC // MUSICAL //

    INTERPERSONAL // INTRAPERSONAL // NATURALISTIC

22. THE ABILITY TO BE SENSITIVE TO AND UNDERSTAND OTHERS, IN

    ORDER TO COOPERATE.
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24. HUMANS WANT TO TRADE WITH OTHER HUMANS.

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29. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY

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33. HERO + CONFLICT

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37. WHAT’S THE STORY? WHAT’S THE CONFLICT?

38. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY

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39. “SUCCESSFUL COMPANIES IN SOCIAL MEDIA ACT MORE LIKE PARTY PLANNERS

    THAN TRADITIONAL ADVERTISER.”
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45. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY

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47. Source: http://www.forentrepreneurs.com/lessons-learnt-viral-marketing/

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51. http://www.telegraph.co.uk/news/worldnews/joseph-kony/9134431/Kony-2012-Stats-breakdown-of-the-viral-video.html

52. HOW WILL SOMEONE TELL ANOTHER PERSON ABOUT YOU? HOW FAST?

53. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY

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54. HOOTSUITE // TWEETDECK GOOGLE ANALYTICS // SEARCH.TWITTER // MIXPANEL //

55. TOO MUCH DATA IS AS BAD AS NOT ENOUGH DATA

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59. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY

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60. HOW DO YOU PREVENT GOSSIP?

61. YOU CAN’T CONTROL THE CONVERSATION, BUT YOU CAN STRENGTHEN THE

    RELATIONSHIP.
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69. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY

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70. Source: http://www.web-strategist.com/blog/research/

71. Source: http://www.web-strategist.com/blog/research/

72. I need proof that what we’re doing is actually working.

    Start with proof of concept.

73. Step 1: Establish a baseline 8% YoY Growth

74. Baselines illustrate deltas (changes) Is something happening here?

75. Step 2: Create Activity Timelines

76. Step 2: Create Activity Timelines

77. Step 2: Create Activity Timelines

78. Step 3: Look at Sales Revenue

79. Step 3: Also look at # of transactions

80. Step 3: Also measure net new customers

81. 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)

82. 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.

83. Step 4: Measure transactional precursors

84. Step 4: Measure transactional precursors

85. Step 4: Measure transactional precursors

86. 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?

87. Step 5: Overlay all timelines activities transactions social data web

    data loyalty metrics etc.

88. Step 6: Look for patterns Before After Impact Impact Impact

    No Impact Uncertain Impact

89. Step 7: Prove relationships Before After How was this group

    Touched by SM?

90. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY

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91. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY

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92. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY

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