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Transcript of SXSW Learnings
Griffin Farley 2012
PHASES OF THE WEB
Documents linked together. For brands this often meant copying and pasting their print marketing materials online. When we interacted with websites, we couldnt interact with other people.
THE FIRST PHASE OF THE WEB
THE SECOND PHASE OF THE WEB
With the second phase we started seeing opportunities for interaction with others. Some websites had reviews, and ways to leave comments. Many brands added social network buttons to their existing site pages. This social behavior was bolted on.
THE THIRD PHASE OF THE WEB
We are now in the third phase of the internet where websites are being rebuilt around people. Social behavior is the key feature. It is not bolted on.
Dont think about the social web as a set of features to add on to your existing site.
The social web is not about adding a like button or a share button.
Zynga, Facebook Photos and Etsy reinvented businessesby designing around people.
Think of the social web like you think of electricity. Its always there poweringeverything else. Social behavior is the same: always there, motivating us to act.
A CASE AGAINST THE TIPPING POINT
If you reach and influence the minority of influential people in society,they will in turn influence hundreds, thousands and even millions of others.
Much marketing in the last ten years has been focused on finding and seedingmessages with these influentials.
THE LAW OF THE FEW
This focus on influentials is mostly based on a view of how we want the worldto work versus how it actually works.
HOW WE WANT MARKETING TO WORK
Focus marketing efforts on lots of small connected groups vs. a few influencers
Our online world is catching up with our offline world.
People live in networks, they are not isolated, independent actors.Most decision funnel marketing is based on this.
For the first time in humanity, we can accurately map and measurehuman-to-human interaction.
DRIVING FACTORS BEHIND THIS
This will force a move towards Permission based marketing instead of Disruption/ Interruption based marketing
Move away from the idea of finding influentials.Celebrities can still drive behavior
We are all influential in different contexts. You ned to find everydaypeople who are passionate about what your brand does, and market to them.
They will go on to tell their friends.
Dont focus on products, focus on interests.
SOCIAL COMMUNITY MANAGEMENT
COMMUNITY MANAGEMENT EXPERTS
Empathy for Others
Respect for the Brand
Contagious Passion about the Brand
COMMUNITY MANGER TRAITS
Cant Train Judgement
THE SKILL YOU ARE BORN WITH
Disregard Resumes, Odd Backgrounds, Hire Interesting People
Their Attitude: Here I am and this is how I can add value
They need to be a reflection of their audience
They need to be an employee first, fan second
Nobody had success converting a fan into a community manager
HIRING A COMMUNITY MANAGER
Founders set the voice, early beta tester emails, letters from archives
Write a community credo (community manifesto)
Belonging to this community means what?
User of the Day
Real Life Events for Users to Attend
START UP ACCELERATORS
ROCK STARS OF THE BUSINESS WORLD
A year ago their were less than 10 start up accelerators
Now their are more than 200
Next year their could be 1000
If they accept you you get $6,000 per founder, max $18,000
Have to work out of the accelerator for 3 months
They get your product to the next phase (whatever that is)
They put you in front of Venter Capitalists and Angel Investors
If you have an idea find a start-up accelerator that has done the following:
A history of funding
A network of mentors
An in-house team that can get your idea to the next phase
An accelerator that doesnt take more than 6% equity