Having more fans and followers has become a metric by which businesses are often measured in the social space. However, if we look at how conversations happen on social media, it has become primarily a means for broadcasting. In this session for Marketing Profs' Digital Marketing World April virtual conference on Social Media Marketing, I discussed the concept of narrowcasting and how to mine your followers for the people and conversations you're really trying to reach.

1. Narrowcasting
How to Make the Most of Existing Connections.
#TheLabNYC | #Narrowcast
Amy Vernon

2. #TheLabNYC | #Narrowcast
This is what we’re
encouraged to strive for

3. But what about these folks?
#TheLabNYC | #Narrowcast

4. We Broadcast All The Time
#TheLabNYC | #Narrowcast

5. But Who is Listening?
#TheLabNYC | #Narrowcast

6. NAR·ROW·CAST
verb (used without object)
[nar-oh-kast, -kahst]
To aim a program or programming at a
specific, limited audience or sales market.
Origin: 1770–80, for an earlier sense; narrow (broad ) cast
Source: Dictionary.com
#TheLabNYC | #Narrowcast

7. Why Narrowcasting?
• People follow YOU for a reason
Find out why they follow
• You follow THEMfor a reason
Grow your network through their relevant
connections
• Not everyone wants to re-engage
Focus on those who do
#TheLabNYC | #Narrowcast

8. 1. Researchwho you follow and what they are interested
in broadcasting/talking about
2. Engage the followers you have by finding content of
interest
– Sometimes, it’s re-engaging by re-tweeting their content
3. Grow your network by tracking which of their followers
they engage with regularly or are of interest to you…
Extending engagement will continue to grow your network.
#TheLabNYC | #Narrowcast
RESEARCH + ENGAGEMENT = GROWTH
Narrowcasting Formula

9. Find the
right
people
#TheLabNYC | #Narrowcast
RESEARCH + ENGAGEMENT = GROWTH
Find the right people

10. #TheLabNYC | #Narrowcast
RESEARCH + ENGAGEMENT = GROWTH

11. #TheLabNYC | #Narrowcast
RESEARCH + ENGAGEMENT = GROWTH

12. #TheLabNYC | #Narrowcast
RESEARCH + ENGAGEMENT = GROWTH

13. #TheLabNYC | #Narrowcast
RESEARCH+ ENGAGEMENT = GROWTH

14. #TheLabNYC | #Narrowcast
RESEARCH+ ENGAGEMENT = GROWTH

15. #TheLabNYC | #Narrowcast
RESEARCH+ ENGAGEMENT = GROWTH

16. #TheLabNYC | #Narrowcast
RESEARCH+ ENGAGEMENT = GROWTH
• Daily routine (start
with 10 minutes a
day)
• List creation (easy
with the right tools)
• Schedule tweets to
keep the
momentum going

17. #TheLabNYC | #Narrowcast
How? Tools!
GROWTH (Schedule, Share & Repeat )
ENGAGEMENTRESEARCH

18. #TheLabNYC | #Narrowcast
Tools for RESEARCH + ENGAGEMENT = GROWTH

19. #TheLabNYC | #Narrowcast
Tools for RESEARCH + ENGAGEMENT = GROWTH

20. #TheLabNYC | #Narrowcast
Tools for RESEARCH + ENGAGEMENT = GROWTH

21. #TheLabNYC | #Narrowcast
Tools for RESEARCH + ENGAGEMENT = GROWTH

22. #TheLabNYC | #Narrowcast
Tools for RESEARCH + ENGAGEMENT = GROWTH

23. Internet Media Labs is single-minded in its
drive to create technology & services that
focus on relevance, the social web and the
enterprise.
About Us
#TheLabNYC | #Narrowcast

24. As General Manager of Social Marketing for
Internet Media Labs, Amy helps IML’s clients
make the most out of their social marketing
• 20 years in newspaper journalism
• Part of the 1993 Pulitzer-winning Miami
Herald staff
• Top female submitter of all time on Digg.com
• Secret passion: Spreadsheets
www.internetmedialabs.com | #TheLabNYC | #Narrowcast
Amy Vernon
avernon@internetmedialabs.com
www.Facebook.com/AmyVernon
www.Facebook.com/InternetMediaLabs
@AmyVernon
@InternetLabs
http://j.mp/AmyVGplus
http://j.mp/IMLGplus