Chad Peevy@cdpeevy

150 Monkeysin Cyberspace

Text

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130Approximate size of Roman Army Units

(Centurions)

154Ideal size for a congregation

according to the General Synod of the Church of England

110Average size of Amish and

Hutterite Communities (split at 150)

(split at 150)

130Average number of

friends on Facebook

Robin Dunbar

Neocortex Size as a Constraint on Group Size in Primates

LANGUAGE TRANSACTION

GOAL GOALAGREEMENT

INTERFACEEVALUATE

ACTION

EXCHANGE

ACTION

LEARN

CONTEXT

DUNBAR’S CONCLUSION

515 circle of sympathy

distraught if deadsports teams / jury / apostles

Gossip CircleFamiliar without awkwardness

Favor Grantors

THE true social network

shoulder to lean onmost intense / most time invested

We’re people, aka complicated. Numbers are approximate.

“them, they, those people”

42%

intensity

time

lots

little

high low

here

there

BUSINESS

PERSONAL

PARASOCIALone way relationships

I wonder. . .

Lessons from Oprah

Social Grooming, aka Girl talk.fresh content, regular schedule, valuable information, thought provoking - adds to the conversation

Self-Disclosurewomen talk about personal issues that reflect WHO THEY ARE 65.4% of conversation is about personal relationships & experiences

Men talk about tasks and power issues that reflect WHAT THEY DO58.3% of conversation is about personal relationships & experiences

LongevityOprah has been on the national stage since 1986

Peels like an oniona combination of the two above - discloses over time - doesn’t over share

Lessons from Oprah continued because there are a lot!

Uses interpersonal voicesSerious, folksy, ordinary. Her words reflect the situation.

Non-verbal behaviorsTouches guest or audience members. Virtual cuddling.

Sustained eye contactDemonstrates a sense of interest in what her guest is saying

Understands our private spaceIntimacy

Chad’s Process

Think BIG. Focus small.

5 steps

modern marketing

Finding Your Core

• Identify your primary goal

• Determine your competitive advantage

• Outline your client life-cycle

• Identify metrics for gauging success

• Analyze your cost structure

1

ELIMINATE

star performers

animal shows

aisle concession sales

multiple show arenas

audience stimuli

cost

REDUCE

RAISE CREATE

fun and humor

thrill and danger

theme

refined environment

multiple productions

artistics music and dance

CIRQUE DE SOLEIL

STRATEGY CANVASCIRQUE DU SOLEIL

HIGH

LOW

Cirque du Soleil Ringling Bros. and Barnum & Bailey Small Regional Circuses

price

starperformers

animalshows

aisleconcessions

multipleshow

arenas fun &humor

thrill &danger

theme

uniquevenue

refinedwatching

environment

multipleproductions

artisticmusic &dance

Small Regional Circuses

Ringling Bros. and Barnum & Bailey

Cirque du Soleil

ELIMINATE REDUCE

CREATE

a woman friendly atmosphere

non-threatening same-sex environment

social environment for women

cost

workout equipment

workout time

trainers

encouragement

convenience

RAISE

vast amenities

mirrors

men

intimidating atmosphere

STRATEGY CANVASCURVES - gym for women

HIGH

LOW

Curves Traditional Health Clubs Home Exercise Programs

price amenities workoutequipment

workouttime

availabilityof instructors

environment encouragingdiscipline and motivation

in exercise

non-threateningsame-sex environment

convenience womenly funatmosphere

Curves

Traditional

Home Exercise Programs

Building Community

• Define and profile your audience - demo and psycho• Create a plan for audience engagement (pick manageable # of mediums)• Create plan for achieving client loyalty - friends stick around• How to expand your audience2

1soon-to-be

non-customers on the edge about to jump ship

2refusing you

3never thought you an option

Blue Ocean Strategy - Chan W. Kim

Expanding Your Audience

Message Mastery

• Establish point of view / voice: (expert, educator, coach)

• Create a concise description of your business• Craft your brand’s story• Define a convincing call to action

3

Tech & Media

4

• Define what to measure, how, and what to do with results• Create a social media plan• Use technology to create top-of-mind status• Integrate technology into existing work-flow• Identify efforts and their relation - concept or mind map

MEDIA & TECHNOLOGY WILL BRING YOU MANY FORTUNES

Self-Check

Am I engaging in a parasocial or parasitic relationship?

How much brain power am I asking my audience to spend on me? Are they getting a return on their investment?

Am I being a good gossip?

Am I being authentically me?

Am I networking / connecting / building a community?Or just broadcasting?

Am I on the right channel?

IntellectualSustainability

• Digitize your mind - get it out of your head and onto paper (or screen)• Using technology to realize new revenue generating assets• Identify new marketing opportunities / new clients• Identify strategic alliances for your service

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Chad Peevy@cdpeevy | chad@peevymedia.com | 512.468.1813