More Mind Reach: The Sharewood Formula

2ca23337519e25d751c60b05e2ba1fff?s=47 Robin Good
October 19, 2011

More Mind Reach: The Sharewood Formula

How can you achieve more mind reach by helping others while building your reputation and making your efforts sustainable by creating something of value?

Presentation delivered at the NeVC 2011 Online Conference on Oct.18 2011

2ca23337519e25d751c60b05e2ba1fff?s=128

Robin Good

October 19, 2011
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Transcript

  1. 3.
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    How can you achieve more mind reach by helping others

    and creating something of value? while building your reputation and making your efforts sustainable?
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    1) Posizionati :..WARNING..: There are essentially only TWO ways that

    people can find you online 1. Through a search (via Google, Bing etc.) 2. Through a social recommendation
  7. 11.

    1. Intercept a specific need Bruce Lee’s Jeet Kune Do

    means “the first that intercepts”
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    1. People do not wander online. They “actively” search for

    something specific they need or they are interested into. 2. By intercepting a specific need you know exactly what your audience wants and why. 3. People today want to get their info, their tools and services from someone they consider a “trusted” specialist, an expert. Why to intercept a specific need?
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    1. To build for yourself a reputation for being “the

    someone to go to” on that topic. People / orgs who can create valuable objects are considered “reputable”. 2. To become “visible”. This is why you need to create something really special and unique. Something that is of actual value (usefulness) to a specific group of people. Quantity is not enough. It is quality and usefulness-insight that make the difference. 3. To become “trusted” by sharing valuable things. Offline and online. (Links from others, articles about you, reviews, etc.) Why to create value?
  10. 19.

    1. To help those who arrive on your site to

    find immediately something useful. 2. To give them something so good they do want to come back for more. 3. To motivate others to talk, recommend, reference, mention and link your good work. Why to create value?
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    ...if so, what are the key traits of an information

    object that elicit that kind of reaction?
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    2) Creat e Value 1. Immediately useful (I can make

    use of it now) 2. Unique (haven’t seen anything like it before) 3. Special (has special, unexpected cool features) 4. Personalized (it seems to be cut exactly for my need) 5. Exclusive (unavailable elsewhere) 6. Accessible (easy to get to) Here the ones that work for me: 2) Create Value
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    2) Creat e Value 7. Gives me a “set” of

    information that is self-contained – complete – organized 8. Provides me with a comprehensive view of something 9. Gives me access to all of the resources available 10. Makes sense for me of something otherwise complex, difficult to understand, scattered Here the ones that work for me: 2) Create Value
  14. 31.

    2) Creat e Value • Newsradar • Directory • Catalogue

    • Gallery • Collection • Digest • Guide • Course -Tutorial • Template - Model • Comparative Review • Interview Here are some ideas: 2) Create Value
  15. 34.

    Risks and Opportunities of Curation • More of the same

    junk • No added value – just more noise • No Focus, just more news to go through • No voice – no insight to be gained • Easier, trendy way to produce content with zero effort • Better than a blog for who is looking just for that • A kind of touristic, amateurish photo shoot
  16. 35.

    Curation as Photography • You can take pictures by filling

    your frame with something, or... • You can make photographs by “curating” all aspects of it: – Subject – focus – Framing – context – Lighting – tone – Exposure – your take – ....
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    Curation as Dolby • The noise can help in finding

    the real “sound” • The more "noise" there is in the news stream the easier it is to distinguish what is good and relevant from what is not. • You can hear the same very concept explained by Robert Scoble (at min: 19' 30") in this excellent video interview done with Howard Rheingold on the very topic of online content curation
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    What do we need from Curation Tool Builders? • Not

    just another publishing tool • Competence, interest, attention to curators’ real needs • Credit, attribution, transparency • Support for existing open standards • Rewarding quality work • New display and delivery formats • Search facilities • Access to Archives • Freedom of choice for where I want to publish
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    1. To develop a loyal, passionate and growing group of

    fans willing to support your mission and projects/initiatives. 2. To be able to become a trusted reference for them, on your specific subject matter area. 3. To listen closely to what your fans and potential customers want. 4. To understand and identify their PINs 5. To create the premises for a sustainable and productive ecosystem. Why to cultivate a following?
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    3) Cultiv ate fans • Support your readers, subscribers, customers

    by going out of your way in listening and responding to their problems interests and needs (PINs). • Your fan success and satisfaction comes before your own. It is through their appreciation and satisfaction that you will grow and survive. • Invent new ways in which your fans can start also helping each other out. Nurture, Care, Truly Help 3) Cultivate fans
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    3) Cultivate fans Share – Give out for free •

    Go out of your way to create value for others • Share what has value • Give out for free what normally you would have charged for
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    Engage, Interact 3) Cultivate fans • Start building your fan

    list • Obtain permission to have a relationship exchange • Not by asking first name an emails, but by first giving out freely objects that build your reputation and then offering more “advanced” value that need a sign-up to be accessed
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    Engage, Interact 3) Cultivate fans • Welcome each new subscriber

    warmly • Talk/Write to that person directly as if it was a friend, not as a company would typically “broadcast” information and news to its customers • Use the “I” and “you” rather than the default “media plural” (we are going to.... And you guys are going to..)
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    Engage, Interact 3) Cultivate fans • Start building your fan

    list • Obtain permission to have a relationship exchange • Don’t abuse of this permission. Use it only to share valuable information.
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    Engage, Interact 3) Cultivate fans • Segment, segment, segment •

    Don’ t put everyone in the same bucket • The name of the game is personalization, not spamming
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    Spark Conversations by using: • Newsletter • Events – online

    and off • Comments • Email requests • Facebook Questions • Forum • Q&As, FAQ • Polls 3) Cultivate fans
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    1. To really understand what your fans need and want

    2. To build value starting from what they need, rather than what you think they do 3. To improve and refine your services and offerings on the basis of their feedback and suggestions 4. To be part of the ecosystem and to grow with it, rather than to plan it at a table and “engineer” it into a direction. Why to deep-listen?
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    Why to create sustainabilty with tailor-made tools? 1. To be

    able to carry our mission – project ahead over time 2. To help your fans – community solve their problems and move forward 3. To gain more “authority” and reputation in your area, and 4. To gain more visibility to those who are actively searching for a solution in your area of expertise 5. To leave something of value behind
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    5) Create Sustainability • Software Tools • Plugins, add-ons •

    Template, models • Examples Showcase • Directory, catalogues • News channels • Guides • Courses Create Tailor Made Tools and Content
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    Look at the difference! Idea - Bet Promotions dddddddd Business

    / Profit/driven Heavy Advertising Focus / Intercept PIN
  32. 78.

    Look at the difference! Idea - Bet Promotions dddddddd Business

    / Profit-driven Heavy Advertising Focus / Intercept PIN
  33. 79.

    Look at the difference! Idea - Bet Promotions dddddddd Business

    / Profit-driven Heavy Advertising Focus / Intercept PIN Passion / Competence/driven
  34. 80.

    Look at the difference! Idea - Bet Promotions dddddddd Business

    / Profit-driven Heavy Advertising Focus / Intercept PIN Passion / Competence/driven
  35. 81.

    Look at the difference! Idea - Bet Promotions dddddddd Business

    / Profit-driven Heavy Advertising Focus / Intercept PIN Passion / Competence/driven Create high-value
  36. 82.

    Look at the difference! Idea - Bet Promotions dddddddd Business

    / Profit-driven Heavy Advertising Focus / Intercept PIN Passion / Competence/driven Create high-value
  37. 83.

    Look at the difference! Idea - Bet Promotions dddddddd Business

    / Profit-driven Heavy Advertising Focus / Intercept PIN Passion / Competence/driven Create high-value Share for free
  38. 85.
  39. 86.
  40. 87.

    Look at the difference! High/Volume, High/frequency Agents, affiliates, salesmen dddddddd

    Press Releases Showcases, Public events Outstanding help Engage, Interact
  41. 88.

    Look at the difference! High/Volume, High/frequency Agents, affiliates, salesmen dddddddd

    Press Releases Showcases, Public events Outstanding help Engage, Interact
  42. 89.

    Look at the difference! High/Volume, High/frequency Agents, affiliates, salesmen dddddddd

    Press Releases Showcases, Public events Outstanding help Engage, Interact Deep listen
  43. 90.

    Look at the difference! High/Volume, High/frequency Agents, affiliates, salesmen dddddddd

    Press Releases Showcases, Public events Outstanding help Engage, Interact Deep listen
  44. 91.

    Look at the difference! High/Volume, High/frequency Agents, affiliates, salesmen dddddddd

    Press Releases Showcases, Public events Outstanding help Engage, Interact Deep listen Share for free
  45. 92.