Social Media and the Business of Serendipity
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The strategy of leveraging social media to be in the right place at the right time. With the astounding impact social media has had on our society, business and individuals are hard at work trying to figure out how to leverage its power. While most can easily see the benefit as a tool for engaging their audience from a digital perch, few companies are leveraging it as a tool to make IRL ( in real life) connections with their audience, customers and/or prospects Tactics such as virtually attending industry events, using twitter hash tags and mentions to facilitate IRL meetings and assessing the power in the room using Foursquare. This is an edited version of a presentation given to Harvard Business School's Alumni Career Development Webinar series.
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Social Media and the Business of Serendipity
- 1. Social Media and the Business of Serendipity The strategy of leveraging social media to be in the right place at the right time. May 8, 2013 Presented by: John Hondroulis | @jHondroulis ©2013 John Hondroulis | @jHondroulis
- 2. 2©2013 John Hondroulis | @jHondroulis The Business of Serendipity 2 The business of serendipity is the quest to recognize patterns that may lead to moments rich with the promise of serendipity.
- 3. 33 Internet = Scale – Context WWW = Context – Human Interaction Mobile = Human Interaction – Scale Photo: http://kimoquaintance.com/2011/08/22/what-can-we-learn-about-somalis-from-their-facebook-networks/ ©2013 John Hondroulis | @jHondroulis
- 4. Digital’s Role in the Devolution of Social Interaction 44 Telephone EmailIn Person Mail Texting Social Media •1 to few •Eye to Eye •Proximity •Instant gratification •Synchronous stream of information •1 to many •Pen to Pen •Calligraphy •Prose •Expanding Geographic Radius •Delayed gratification •Linear stream of information •1 to 1 •Voice to Voice •National Reach •Instant gratification •1 to many many •Pixel to Pixel •Global Reach •Delayed gratification •Asynchronous stream •1 to few •Character to Character •Local Reach •Instant gratification •Intimate UX •Curt human interaction •Snack-sized data •1 to millions •Faces to Faces •Global Reach •Instant gratification •Intimately Public •Infinitely Scaleable Scale Humanization of the Digital Experience Human Interaction ©2013 John Hondroulis | @jHondroulis
- 5. Social Media is the Humanization of the Digital Exprience 55 Humanization Patterns of Serendipity Producers of digital works have the potential to broadcast to millions of users, intimate day-to-day experiences. Scale Social Media has humanized the internet experience by enabling users to engage in conversations with their leaders, artists and producers of digital works. + = Foursquare - LBS Instagram - Photo sharing Blogs -Thought leadership YouTube- Meteoric15 minutes of fame Pinterest - Curation Spotify – Discovery engines Finding moments rich with the promise of serendipity Image:CiberDemocracia ©2013 John Hondroulis | @jHondroulis
- 6. 6 Wendy Blogger Storyteller Artist Photographer Mother Wife 6 Client Wenderly Designs, Ltd. ©2013 John Hondroulis | @jHondroulis
- 7. 7 7 Jan 2010 1st Computer 1st email address Started Facebook Discovered The Pioneer Woman (1.4M/mo) 7 3rd Month 100’s FB friends Positive reaction from friends Ran out of characters 4th Month 1st post Unknown in blogging community “I would love to get invited to the ranch” Wenderly Designs, Ltd. ©2013 John Hondroulis | @jHondroulis
- 8. 8 1,158,483 Pageviews 332,000 Unique Visitors 345,112/ 13,673,940 Twitter Rank Today Strong professional network Deep personal relationships National Advertisers Bush’s, Phillips, Eggland’s 8 Wenderly Designs, Ltd. ©2013 John Hondroulis | @jHondroulis
- 9. Wenderly Designs, Ltd. 9 9 Best of all Homepage Callout Permanent position on the footer Guest at the Ranch True friend 9©2013 John Hondroulis | @jHondroulis
- 10. The Process An Vi Ex At Al Analyze Visualize Explore Attract Align ©2013 John Hondroulis | @jHondroulis 10
- 11. Analyze yourself An Analyze ©2013 John Hondroulis | @jHondroulis 11
- 12. 12 Find your Center of Gravity 12 Who owns Social Media? PR? Customer Service? Marketing? Legal?! Yes! Roles define function Report Engage Amplify An ©2013 John Hondroulis | @jHondroulis
- 13. 13 Find your Center of Gravity 13 Art of Living in Suburbia – @Wenderly Thought Leader -@ChrisBrogan Change Agent - @GaryVee The Trailblazer – @KevinRose The Scholar - @ScottMonty Knight in Shining Armor - @JeffPulver The Inventor- @DocPemberton The Digital Persona Passion? Talents? Assets=Differentiator? Organizational resources? Social Media is free but it comes at a price ROI? Compliance hurdles? An ©2013 John Hondroulis | @jHondroulis Image: Dave Campbell
- 14. Vi Visualize Visualize your story ©2013 John Hondroulis | @jHondroulis 14
- 15. 15 Visualize the Story of your Brand 15 Digital Profile Brand Authenticity Think in thumbnails Visualize your elevator pitch Demonstrate your point of view Be true to your voice Build consistency across all channels Business:Personal Cleanse your followers Brand Authenticity Compass Proactive Dysfunctional Brand Identity Reactive Reality Perception Functional Brand Image BRAND AUTHENTICITY Vi ©2013 John Hondroulis | @jHondroulis
- 16. Explore your Universe Ex Explore ©2013 John Hondroulis | @jHondroulis 16
- 17. 17 Fix your Eyes on Your Guiding Star “We must fix our gaze on a guiding star as soon as one comes upon the horizon, and once we have attached ourselves to that star, we must keep our eyes on it and our hands on the plow." - Ossie Davis 17 Ex ©2013 John Hondroulis | @jHondroulis Image:DMQPhotagraphy
- 18. 18 Shoot for Super Stars 18 Dad Runt Greek Philosopher “You learn more about a person from the friends they keep than the words they speak.” Your network is a reflection of you Ex ©2013 John Hondroulis | @jHondroulis
- 19. 19 Turn Stars into Galaxies Find the Leaders 19 Your Rolodex Trade orgs/rags Technorati.com Klout.com CircleCount.com LinkeIn Groups Quora Pinterest YouTube About.me Google+ Ripples Image: Cosmic 140—Art for Geeks by oliver reichenstein Ex ©2013 John Hondroulis | @jHondroulis
- 20. 20 Turn Stars into Galaxies Find the Leaders 20Image: Cosmic 140—Art for Geeks by oliver reichenstein Ex Follow, Circle, Like and more Listen and learn Be selective Unfollow often Where’s the chatter? Determine your core channels for best exposure Find the road less travelled Follow the Leaders ©2013 John Hondroulis | @jHondroulis
- 21. Find the Leaders Follow the Leaders 21 Turn Stars into Galaxies 21Image: Cosmic 140—Art for Geeks by oliver reichenstein Ex Discerning influencers offer unique opportunities Listen for engaging topics Find comon interests Pickup on the tone of the streams Follow their Follows ©2013 John Hondroulis | @jHondroulis
- 22. At Attract 22 Attract with your Gravity ©2013 John Hondroulis | @jHondroulis
- 23. Send Signals to Attract Followers 2323 At Blog / Vlog / Tweet / Circle / Pin / Like / Checkin / Stumble / Favorite / +1 / Comment / Contribute / Shoot / Snap / Subscribe / Share / Embed / Endorse / Digg / Edit Send & Receive Inspire & Entertain Generating VERBS Publishing NOUNS Articles / Followers / Friends / Likes Circles / Photos / Videos / +1’s / Whitepapers / Tweets / Locations / Colleagues / Stories / Stream / Humanize Scale S ©2013 John Hondroulis | @jHondroulis Image: Bruce Fingerhood
- 24. Al Align the Moon & Stars Align ©2013 John Hondroulis | @jHondroulis 24
- 25. 25 Align the Moon and Stars 25 Look for Moments Get out!!! Create lists Set up mobile alerts Be a beacon NOT a spotlight Flatter with dignity Ask for advice on influencer’s domain Offer to help Al ©2013 John Hondroulis | @jHondroulis
- 26. 26 Sync the URL to IRL 26 Plancast Meetup.com Conference Sites TweetUps Status updates Foursquare Blog posts Facebook Events Al ©2013 John Hondroulis | @jHondroulis
- 27. 27 Being in the Stream 27 Al Virtual Events Google+ Hangouts Livestream.com/Ustream. com Webinars Live-tweet #HBSalumChat Influence map the stream ©2013 John Hondroulis | @jHondroulis
- 28. 28 Align Live Events with Patterns of Serendipity 28 Al Find attendee stars Align w/ PR team Follow event Hashtag Share advice Build hype Make “buddies” Pre-event ©2013 John Hondroulis | @jHondroulis Image: Bringshare, LLC
- 29. Al Use Twitter handle on badge Follow the #hashtags and get in the stream Take group photos/video and share Connect with your “buddies” Live-tweet retweetable quotes or thoughts Event Align Live Events with Patterns of Serendipity ©2013 John Hondroulis | @jHondroulis Image: Bringshare, LLC 29
- 30. Al Event Introduce yourself then follow Connect across networks Checkin on Location Based Systems (LBS) Foursquare Facebook Google+ Who checked in w/ you? Explore Instagram Align Live Events with Patterns of Serendipity ©2013 John Hondroulis | @jHondroulis 30
- 31. 31 Align Live Events with Patterns of Serendipity 31 #FF Broadcast great meetings Curate event with photos and commentary on your blog, site, Flickr, YouTube, etc Tag new friends on Facebook Take advantage of post- event momentum Post-event Al ©2013 John Hondroulis | @jHondroulis Image: Chris P. Dunn
- 32. The Tools ©2013 John Hondroulis | @jHondroulis 32
- 33. Grounded LinkedIn Join Groups Post/Engage Start Groups Complete Business Profiles Engage organization Recommend and Get Recommended Blogs Write Comment • Subscribe to RSS The Communities • Twitter • Setup Alerts • Create Lists • Favorite Tweets • Use #'s and @’s • Facebook • Like • Engage • Validate comments • Defend your champion • Show appreciation • Compelling visuals • YouTube • Subscribe • Comment • Share • +1 ©2013 John Hondroulis | @jHondroulis Image: Westy Ford 33
- 34. 34 The Communities 34©2013 John Hondroulis | @jHondroulis • Blue Sky • Google+ • StumbleUpon • Foursquare • Pinterest • Instagram • Slideshare • Vimeo • Tumblr
- 35. The Communities ©2013 John Hondroulis | @jHondroulis • Deep Space • Quora • Wikipedia • Pose • Spotify • GetGlue • Vine • Etsy • Threadless • Behance • Stackoverflow 35
- 36. Thank You Q&A John Hondroulis | @jHondroulis | +1(614)887-7520
Notes de l'éditeur
- Chris bro
- Chris bro