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Knowledge Circle - The Impact Equation - Business Books Club

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Knowledge Circle - The Impact Equation - Business Books Club

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Les auteurs expliquent dans cet ouvrage comment faire émerger l'élément différentiateur du message, comment être pertinent et sortir de la masse à l'ère de l'explosion des communications numériques, alors qu'un consommateur est aujourd'hui assujetti à 20 000 stimuli publicitaires par jour.

Les auteurs expliquent dans cet ouvrage comment faire émerger l'élément différentiateur du message, comment être pertinent et sortir de la masse à l'ère de l'explosion des communications numériques, alors qu'un consommateur est aujourd'hui assujetti à 20 000 stimuli publicitaires par jour.

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Knowledge Circle - The Impact Equation - Business Books Club

  1. 1. The Impact Equation Cheat sheet
  2. 2. The authors • Chris Brogan • influential blogger & speaker • Blog = Top 5 of the Advertising Age Power150 / Top 10 Technocrati (2012) • CEO. Human Business Works • board of advisors HubSpot • PodCamp co-founder • other books (Google+, Social Media) • Julien Smith • Originalsuccessfulpodcasters • Blogger & Speaker • Saint-Henri, montreal • CEO Breather Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust (2009) New york times bestseller, WSJbestseller, Amazon top 100 list (# 30)
  3. 3. executive summary • Is this book for you? • The concept & The equation • How to spread my idea? • What are the ways to build influence and stand out? • How to build my platform? • How can I have an impact? • How do I build an audience? • How do I differenciate myself? • How do i build credibility? • Business cases Idea Platform Human element Visibility
  4. 4. Why this topic? • "medium is the message", Marshall Mcluhan • "Now that the tools have become technologically boring, they can become socially interesting." Clay Shirky Big data Social Media Analytics UX Native advertising Content marketing Responsive Web design Growth hacking Native advertising Gamification Geolocation The internet of things buzz words
  5. 5. The diagnosis of the situation How do I become a participant without addingto the noize? How can I bring value? • Disruptive technology. The frictionless nature of the distribution. • UGC (user generated content): we are the first generation who are not only mass consumers of media in multiple formats but also mass creators of media. • Competitive environment.20 000 stimuli per day. • It will be harder to impress audiences tomorrowthan today. • The more complex and competitive the ecosystem, the more adaptable and targeted your messages must become. • The democratization of information: the consumers are increasingly critical aboutthe products/the services (consumers turn to social platforms for advices - tripadviser, youtube, etc.) • Consumers have less confidence in corporations.(communication bidirectionnelle vs unidirectionnel= transforme l'organisation) • Advertisingdistracts. (except for the superbowl)
  6. 6. Part 1: Goals (kpi)
  7. 7. Impact = C x (R+E+A+T+E) CREATE mnemonic acronym • Contrast: differentiation,interest, positionning (remarkable) • Reach: the higher the nbr of people connecting the more influential you get (quant) • Exposure: all about how often you connect with your audience(quant) • Articulation: being understood instantly • Trust: credibility • Echo: the feeling of connection with your audience
  8. 8. business case: Dollarshaveclub.com • Contrast: The DSC sells just three types of blades. Nothing fancy. • Reach: DSC YouTube video received three million views the first week and covered by all the major US media • Exposure: DSC sends a subscriber a new blade in the mail every single month • Articulation: simple USP 1$ for 2 blades; 5$ for 4; 9$ for 6. • Trust: Consumers don't know much about the company. Challenged Gillette. Why pay more so that Gilette can have celibrity endorsements? • Echo: Everything about the video and the website is built to make you feel like you're part of the joke. You feel it's exclusive. $50 000 website 20 000 subscribers $100 000/month
  9. 9. a new paradigm: data at the core of business decisions • Buzz Feed: algorithm & metrics oriented editorial content vs old editorial paradigm (not exclusive, no scoop = value decrease/ emergence slow news ). • Veronica Mars, the movie: Fundraising campaign to produce the film through Kickstarter(crowdfunding platform). It attained the $2 million goal in less than ten hours.
  10. 10. PART 2 : IDEAS IDEAS SHARP LIKE A LASER
  11. 11. SETH GODIN: If You're Going To Be Average, You Might As Well Quit http://www.ted.com/talks/seth_godin_on_sliced_bread#t-32167 "We are living in is a century of idea diffusion. People who can spread ideas, regardless of what those ideas are, win." Godin, 2003
  12. 12. Contrast: how to improve? 1. What is the proposition's value? 2. Pan out. Is your value information or emotion? 3. Where must you compete and what is critical in order to maintain position? 4. What can be diminished? 5. What can be eliminated? 6. Examples : Cirque du soleil. Quebecor.
  13. 13. Contrast: making something stand out 1. If you're just talking about you. Don't even bother. 2. Ideas have shapes. (Baseball analogy) (Scenario film, Pop song, Ted format) 3. Don't throw ideas haphazardly. Be strategic. Find the sticky factor. 4. Multiply ideas. Test. Strategic trial and error. 5. Be brave. 6. Smart / Emotional imprint content spreads itself. 7. Extrapolation. (Contrast gone bad. Burger King business case. McDonalds - McCafé (100millions rev, 1rst year op)
  14. 14. Articulation: tell it to me like i'm six years old (the Kenneth Hadge method) Articulation = Clarity 1. Words must serve the idea: use small words, simple phrases. Big words distract and create unnecessary barriers. 2. Simplicity: Articulate your USP/ concepts in a few words. 3. Master the art of language. Learn to convince with your words. ex. Cicero, Winston Churchill, René Lévesque, Martin Luther King. 4. Process of synthesis: A big part of creating clarity in your idea is connecting the dots. Brings together a whole picture which makes it more comprehensible. 5. Focus on one or a few ideas. Framework. Funnel exercice.
  15. 15. PART 3: PLATFORMS TOOLS TO REACH PEOPLE & COMMUNICATE IDEAS
  16. 16. Reach: plants without sunlight dry up Reach: The higher the number of people you can connect with, the more influential your idea can become. (quantitative) 1. Size of your list. (email) 2. Number of followers 3. How many people you connect to. Etc. • What is a platform? (definition) • Kim Kardashian vs Paulo Coelho. • Ricky Gervais podcast (business model) • Platform = building a solid base of followers, building a solid relationship • Less affected by external factors • The can't get enough of you VS spam • More followers does not mean more business opportunities
  17. 17. How to increase your reach? How to build your platform? 1. Build ASAP 2. Consistency 3. Launch/Big splash strategy 4. Viral video campaign 5. Advertising 6. PR coverage 7. Cross-marketing/cross-promotion 8. Partnerships 9. Bring real value 10. Free strategy (eBook, Keynote, webinars) 11. Trade shows/Events 12. Time factor (be patient) 13. nonlinear exponential growth
  18. 18. Exposure: hype vs value How often you connect with your audience: The art of hitting peole again and again until they take action. the frequency. • Exposure is a blend of opportunityand the ability to be part of various platforms. • Not just stupid repetition • Ubiquitous. (Moschino/Jeremy Scott)
  19. 19. Toolkit Exposure 1. Don't cross-post the same content. Create a unique spin for each platform. 2. Make your information useful. Don't need to be strictly serious. (Hipster chef) 3. Adapt your content. Responsive design. 4. Brevity rules. Simplify content. (e-books, video, infographics) 5. Newsletters: more text less graphics
  20. 20. PART 4: NETWORK IF YOU'RE NOT TRUSTED, YOU'RE NOTHING.
  21. 21. Trust equation: C*R*I/S = TRUST C = CREDIBILITY: what you say that can actually be backedup by your credentials. R = RELIABILITY: you actually do what you say you do. I = INTIMACY: all levels of closeness between individuals. S = SELF-INTEREST: do you genuinely want to help or just want to sell? are you truly listening? "To sustain a strong business experience in today's marketplace, Trust will be a longer and more visible path than ever before. In a world of reviews, online complaints, and the inability to hide any bad experiencesfrom future buyers, you'll find Trust a powerful and important attribute."p.209
  22. 22. Trust toolkit 1. Credentials. Experience. Who is behind the curtain? 2. Media coverage (blogger, magazines, etc.) 3. Transparency. (terms of use, policy, ingredientslist) 4. Polish online reputation (address bad reviews, ask for a review, for comments) 5. Be reliable. Be consistent. 6. Display values and principles. (community nurturing approach vs bias big corporation) 7. Treat your supplier your employees like ambassadors. (consciouscapitalism)
  23. 23. Business case: Dolbeau.ca • They new nothing about fashion but had a simple idea. Their secret? Creating products specifically targeted toward fashion bloggers + using the best materials & be adaptable. Within 24hs of its launch Dolbeau hit the fashion blogs hard. • Contrast: adapting the exact needs of their industry making it worth spreading (hipster/blogger niche) • Reach: Blogosphere • Exposure: Dolbeau uses instagramto connect to its fan, so everytime a product is launched everybody knows about it. • Articulation: Dolbeau story is easy to sell. Quality vs Quantity. • Trust: they've hired the most stylish person they know to talk about fashion directly on the site making Dolbeau.ca itself a destination. • Echo: a simple site giving you the impression that a person made it, not a big corporation. Accessible.
  24. 24. Echo: how does your message resonate? • Echo: action-reaction. It's about connection. It's about being approachable. Emotional imprint. • Nobody likes the snobbish asshole at a cocktail party. • Adele talks with people not as a celebrity but as if they were friends. As if she's talking directly with you, and you can easily relate.
  25. 25. ECHO toolkit 1. Bidirectional communication. 2. Sacrifice, give, be generous. 3. Don't be a fake, be real. 4. Treat people as equals. Be approachable. (vs Celebrity on a pedestal) 5. Use their language. Making a Star wars joke in a roomful of technologist is a safe bet. 6. Find common ground. Ask where people are from like comedians. 7. Share your feelings. Share your excitement, your indignation. It's about being human. 8. Keep the message alive and adapt to the modern world. 9. The ultimate Echo: speaking at a universal level (Paulo Coehlo, religion).
  26. 26. 1. Pick a metric (kpi) 2. Level up. 3. Play new games. once you're feeling comfortable mix it up. 4. Take a wild swing: try something bigger than what should be a natural progression. Bigger risk means bigger rewards. • A-B testing, trial and error. Iteration.
  27. 27. summarized by: viriya.thach@gmail.com 514.886.4463 Knowledge Circle knowledgecircleclub@gmail.com First meetup September 8, 2014

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