What do you ?
Also some general photos (like chocolates) may be CC Share-Alike from others on Flickr.Contact me to add attribution if this is the case.
Hello I’m Mike
I am 28
I am a foodie
I am from L.A.
I am on Twitter@mikeprasad
I am on Facebook/mikeprasad
I am in Melbourne!
I like branding
I like technology
I like social platforms
I like punctuation.
I’vefounded
founded
founded
founded
A Community
DrivenMedia Network
founded
But enough about me
But whyam I here?
But whyshould you care?
I promised you the secret
the secret
the secretto social media
the secretis
the secretis.
the secretis..
It’s not aboutsocial media
It’s not reallytransparency
It’s not reallyengagement
It’s not reallyeverything else
Social Media isa set of channels
Social Media isa set of tools
Social Media isa way to scale
Social Media isjust mechanisms
Success inSocial Media
Success inSocial Mediais
Success inSocial Mediais ContextualRelevance
Success inSocial Mediais ContextualRelevance is Utility
Success inSocial Mediais ContextualRelevance & Utility
Success inSocial Mediais ContextualRelevance & UtilityAt Scale
Success inSocial Mediais using the rightmechanism
Success inSocial Mediais using the rightmechanism + rightaudience
Success inSocial Mediais using the rightmechanism + rightaudience + rightbrand & product
Success inSocial Mediais using the rightmechanism + rightaudience + rightbrand & product
Strategies forSuccess inSocial Media
Strategies forSuccess inSocial Media
(some with silly names)
Strategies forSuccess inSocial Media
(like the Circle of Shiny)
FiveStrategies forSuccess inSocial Media
Strategy #1Brand Like Candy
(Looks delicious huh?)
A good brandis a caricature
A good brandhas a persona
A good brandsets the stage
A good brandtells a story
A good brandcreates a culture
A good brandis your MVP.
Don’t Make Saladsstrategy #2
Multiple Small Seeds vs. Single Large Audience
Traditional Large Campaign
Multiple Small Seeds vs. Single Large Audience
Multiple Small Seeds vs. Single Large Audience
Traditional Large Campaign
Multiple Small Seeds vs. Single Large Audience
Traditional Large Campaign
Multiple Small Seeds vs. Single Large Audience
Traditional Large Campaign
Stratified Granular Audience
Multiple Small Seeds vs. Single Large Audience
Stratified Granular Audience
Traditional Large Campaign
Multiple Small Seeds vs. Single Large Audience
Stratified Granular Audience
Traditional Large Campaign
Multiple Small Seeds vs. Single Large Audience
Stratified Granular Audience
Traditional Large CampaignSocial Media Mechanism
Multiple Small Seeds vs. Single Large Audience
Target Seeds
Stratified Granular Audience
Traditional Large Campaign
The Circle of Shinystrategy #3
Seed Audience
Seed Audience
ShinySeed
Audience
Shiny
First Look
Seed Audience
Shiny
First Look
Great
Experience
Seed Audience
Shiny
First Look
AdoptionGreat
Experience
Seed Audience
Shiny
First LookBro
adca
st,
Expo
rt &
Sha
re
AdoptionGreat
Experience
Seed Audience
Shiny
First LookBro
adca
st,
Expo
rt &
Sha
re
AdoptionGreat
Experience
Seed Audience
Social Media Mechanism
Shiny
First LookBro
adca
st,
Expo
rt &
Sha
re
AdoptionGreat
Experience
Seed Audience
Shiny
First LookBro
adca
st,
Expo
rt &
Sha
re
AdoptionGreat
Experience
New Audience
THE CIRCLE OF
SHINY
Shiny
First LookBro
adca
st,
Expo
rt &
Sha
re
AdoptionGreat
Experience
Audience
What’s your shiny?
Be a Firefighterstrategy #4
Social Mediais aboutPeople
People are yourconsumers
People are youraudience
People are yourcritics
People are yourmarketers
People are yourpress
People are yourbusiness partners
People are yourfire
Fire is powerfulidentify & curate
The Big Sandwichstrategy #5
CriticalViralBuzz
CriticalViralBuzz
BroaderAudience Adoption
MajorPress &
Exposure
CriticalViralBuzz
Targeted Grassroots Seeding
Key Influencers
Targeted Grassroots Seeding
Key Influencers
Blogger Press
Targeted Grassroots Seeding
Key Influencers
Blogger Press
Local Press
Targeted Grassroots Seeding
CriticalViralBuzz
Key Influencers
Blogger Press
Local Press
Targeted Grassroots Seeding
BroaderAudience Adoption
MajorPress &
Exposure
CriticalViralBuzz
Key Influencers
Blogger Press
Local Press
Targeted Grassroots Seeding
BroaderAudience Adoption
MajorPress &
Exposure
CriticalViralBuzz
Key Influencers
Blogger Press
Local Press
Targeted Grassroots Seeding
Social Mediais Leverage.
Does it work?
Does it work?Prove it
3 Case Studies
Fatburger + 4SqCase Study #1
Fatburger’s GoalsDrive Locals &Highlight Options
The Burger“Enlargement”
THE CIRCLE OF
SHINY
Shiny
First LookBro
adca
st,
Expo
rt &
Sha
re
AdoptionGreat
Experience
Audience
THE CIRCLE OF
SHINY
Shiny
First LookBro
adca
st,
Expo
rt &
Sha
re
AdoptionGreat
Experience
THE CIRCLE OF
SHINY
Shiny
First LookBro
adca
st,
Expo
rt &
Sha
re
AdoptionGreat
Experience
THE CIRCLE OF
SHINY
Shiny
First LookBro
adca
st,
Expo
rt &
Sha
re
AdoptionGreat
Experience
THE CIRCLE OF
SHINY
Shiny
First LookBro
adca
st,
Expo
rt &
Sha
re
AdoptionGreat
Experience
GeneralAudience
MajorPress
CriticalBuzz
Key Influencers
Blogger Press
Local Press
Targeted Grassroots Seeding
GeneralAudience
MajorPress
CriticalBuzz
Key Influencers
Blogger Press
Local Press
Targeted Grassroots Seeding
GeneralAudience
MajorPress
CriticalBuzz
Key Influencers
Blogger Press
Local Press
Targeted Grassroots Seeding
GeneralAudience
MajorPress
CriticalBuzz
Key Influencers
Blogger Press
Local Press
Targeted Grassroots Seeding
GeneralAudience
MajorPress
CriticalBuzz
Key Influencers
Blogger Press
Local Press
Targeted Grassroots Seeding
Creating more shiny
Creatinga story
TheHypocrite Burger
TheHypocrite Burger
+
+
GeneralAudience
MajorPress
CriticalBuzz
Key Influencers
Blogger Press
Local Press
Targeted Grassroots Seeding
GeneralAudience
MajorPress
CriticalBuzz
Key Influencers
Blogger Press
Local Press
Targeted Grassroots Seeding
Results?Reinforced Brand
Results?Created Awareness
Results?Drove Locals
Ani.ME + FacebookCase Study #2
Ani.ME GoalsEstablish IconicCultural Brand
Ani.ME GoalsReach Minimum Audience Quickly
100,000+ Fans
100,000+ Fans< 3 months
How?
How?Iconic Brand
How?Iconic Brand + FB Ads
How?Iconic Brand + FB Ads + Targeted Content
How?Iconic Brand + FB Ads + Targeted Content + Key Curation
Target Seeds
Seed Audience
Target Seeds
Seed Audience
Target Seeds
Seed Audience
ShinySeed
Audience
ShinySeed
Audience
Shiny
First Look
Seed Audience
Shiny
First Look
Seed Audience
Shiny
First Look
Great
Experience
Seed Audience
Shiny
First Look
Great
Experience
Seed Audience
Shiny
First Look
AdoptionGreat
Experience
Seed Audience
Shiny
First LookBro
adca
st,
Expo
rt &
Sha
re
AdoptionGreat
Experience
Seed Audience
Shiny
First LookBro
adca
st,
Expo
rt &
Sha
re
AdoptionGreat
Experience
Seed Audience
Shiny
First LookBro
adca
st,
Expo
rt &
Sha
re
AdoptionGreat
Experience
New Audience
The Result
The Result?
What’s amazing?
What’s amazing?100,000+ fans
What’s amazing?100,000+ fans
What’s amazing?< 3 months
What’s amazing?< 3 months
What’s amazing?$_ _ _ _. _ _ USD
What’s amazing?$_ _ _ _. _ _ USD
What’s amazing?
What’s amazing?< 1% churn
Kogi + TwitterCase Study #3
Why?
Why?New Brand
Why?$2,000,000
Why?$0 Investment
Using$0 Marketing
UsingSocial Media
UsingWord of Mouth
UsingCommunity Curation
UsingCommunity Curation
Cool
CoolBut what is Kogi?
Kogi is
Only inLos Angeles
How?
How?Create an Icon
Target Seeds Traditional Large Campaign
CreateThe Shiny
CreateKogi Kulture
Identify The Mechanism
Identify Problems
SolveProblems
SolveWith Mechanism
Why?Twitter
Why?Mobile Venue
Why?Broadcast Location
Why?Get Feedback
Why?Connect Culture
Specifically?
Kogi Goals
Kogi GoalsEstablish IconicBrand
Kogi GoalsEstablish IconicBrand + Culture
Kogi GoalsEstablish IconicBrand + Culture < NOT FAIL
The Result
The Result?
The Secret
The Secret to viral growth
The Secret to Social Media
The Secret is the right tool
The Secret is the right tool to create utility
The Secret is the right tool to create utilityfor your audience
The Secret is the right tool to create utilityfor your audience for your brand
The Secret to Social Media
The Secret is Perspective
The Secret is Perspective.
Perspective
Brand
Audience
Culture
What do you ?
What do you ?
Also check out a very cool tool in Private Beta.
www.x1social.com Use Code iStratVIP
DISCLAIMER: I work with them.
But, really, its unique & useful, as it instantly indexes and searches all Twitter-linked content in context.