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.