Social Media and the Business of Serendipity

Social Media and the Business of SerendipityThe 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©2013 John Hondroulis | @jHondroulis

The Business of Serendipity

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The business of serendipity is the quest to recognize patterns that may lead to moments rich with the promise of serendipity.

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Internet = Scale – ContextWWW = Context – Human InteractionMobile = Human Interaction – Scale

Photo: http://kimoquaintance.com/2011/08/22/what-can-we-learn-about-somalis-from-their-facebook-networks/


Digital’s Role in the Devolution of Social Interaction

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Telephone EmailIn Person Mail Texting Social Media

•1 to few

•Eye to Eye

•Proximity

•Instant gratification

•Synchronous stream of information

•1 to few

•Eye to Eye

•Proximity


•Synchronous stream of information

•1 to many

•Pen to Pen

•Calligraphy

•Prose

•Expanding Geographic Radius

•Delayed gratification

•Linear stream of information

•1 to many

•Pen to Pen

•Calligraphy

•Prose

•Expanding Geographic Radius


•Linear stream of information

•1 to 1

•Voice to Voice

•National Reach


•1 to 1

•Voice to Voice

•National Reach


•1 to many many

•Pixel to Pixel

•Global Reach


•Asynchronous stream

•1 to many many

•Pixel to Pixel

•Global Reach


•Asynchronous stream

•1 to few

•Character to Character

•Local Reach


•Intimate UX

•Curt human interaction

•Snack-sized data

•1 to few

•Character to Character

•Local Reach


•Intimate UX

•Curt human interaction

•Snack-sized data

•1 to millions

•Faces to Faces

•Global Reach


•Intimately Public

•Infinitely Scaleable

•1 to millions

•Faces to Faces

•Global Reach


•Intimately Public

•Infinitely Scaleable

Sca

le

Humanization of the Digital ExperienceHuman Interaction


Social Media is the Humanization of the Digital Exprience

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Humanization Patterns of SerendipityProducers of digital

works have the potential to broadcast to millions of users, intimate day-to-day experiences.

ScaleSocial 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 famePinterest - Curation

Spotify – Discovery engines

Finding moments rich with the promise of serendipity

Ima

ge

: Cib

er D

em

ocra

cia


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WendyBlogger

StorytellerArtist

Photographer

MotherWife

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Client

Wenderly Designs, Ltd.


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Jan 20101st Computer

1st email address

Started Facebook

Discovered The Pioneer Woman

(1.4M/mo)

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3rd Month100’s FB friends

Positive reaction from

friends

Ran out of characters

4th Month1st post

Unknown in blogging

community“I would love to get

invited to the ranch”



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1,158,483Pageviews

332,000Unique Visitors

345,112/ 13,673,940 Twitter Rank

TodayStrong professional network

Deep personal relationships

National Advertisers

Bush’s, Phillips, Eggland’s

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99

Best of allHomepage Callout

Permanent position on the footer

Guest at the Ranch

True friend


The Process

An Vi Ex At Al

Analyze Visualize Explore Attract Align

©2013 John Hondroulis | @jHondroulis 10

Analyze yourself

An

Analyze


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Find your Center of Gravity

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Who owns Social Media?

PR?

Customer Service?

Marketing?

Legal?!

Yes!

Roles define function

Report

Engage

Amplify

An


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Find your Center of Gravity

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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 | @jHondroulisImage: Dave Campbell

Vi

Visualize

Visualize your story


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Visualize the Story of your Brand

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Digital ProfileBrand 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

Rea

ctiv

e

Reality Perception

Functional

Brand ImageBRANDAUTHENTICITY

Vi


Explore your Universe

Ex

Explore


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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

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Ex


Ima

ge

: DM

Q P

ho

tag

rap

hy

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Shoot for Super Stars

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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


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Turn Stars into Galaxies

Find the Leaders

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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


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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


Find the Leaders Follow the Leaders

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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


At

Attract

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Attract with your Gravity


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 | @jHondroulisImage: Bruce Fingerhood

Al

Align the Moon & Stars

Align


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Align the Moon and Stars

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Look for Moments

Get out!!!Create listsSet up mobile alertsBe a beacon NOT a spotlightFlatter with dignityAsk for advice on influencer’s domainOffer to help

Al


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Sync the URL to IRL

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Plancast

Meetup.com

Conference Sites

TweetUps

Status updates

Foursquare

Blog posts

Facebook Events

Al


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Being in the Stream

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Al

Virtual EventsGoogle+ Hangouts

Livestream.com/Ustream.com

Webinars Live-tweet

#HBSalumChat

Influence map the stream


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Align Live Events with Patterns of Serendipity

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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

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


©2013 John Hondroulis | @jHondroulis Image: Bringshare, LLC 29

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



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#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 | @jHondroulisImage: Chris P. Dunn

The Tools


GroundedLinkedIn

Join Groups

Post/Engage

Start Groups

Complete Business Profiles

Engage organization

Recommend and Get Recommended

BlogsWrite

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 | @jHondroulisImage: Westy Ford 33

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The Communities


• Blue Sky• Google+• StumbleUpon• Foursquare• Pinterest• Instagram• Slideshare• Vimeo• Tumblr

The Communities


• Deep Space• Quora• Wikipedia• Pose• Spotify• GetGlue• Vine• Etsy• Threadless• Behance• Stackoverflow

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Thank You

Q&A John Hondroulis | @jHondroulis | +1(614)887-7520

Technology

Social Media and the Business of Serendipity