presentation from British Airways F2F in NYC.

1. HOW to engage a global
community online
presented by Rick Bakas - bakasmedia.com

2. /rickbakas
/bakasmedia
First Director of Social
Media in the wine
industry
Former Brand Manager
at NIKE
Adviser at Bakas Media
Really loves #Bacon

3. #Cabernet day 9/2/10
9,000+ tweets
4,500+ Facebook posts
75 meetups in 6 countries
largest virtual wine tasting
3,000-5,000 participants
globally
Cost: approximately 20-30
hours of my time and
samples of wine

4. why do #Cabernet day?
email capture
engage a community
grow a community
sell some wine
take a position of
power in the industry
cross-pollinate

5. Here’s why it worked:

6. One passionate idea
“Share your love for Cabernet across your social graph.”

7. Online & Offline
Let Cabernet lovers organize their own meetup.com/cabernet meetup.
Foursquare checkin deals at points of purchase.

8. http://bit.ly/cabernet
One single page to promote
Package everything participants need to know into one portable page.
That page becomes a link—the easiest thing to share online.

9. Democratize ownership
Realize the power and reach of social media through collaboration.

10. Show how to participate
Give people reasons to participate, take away reasons not to.

11. The community lived for a short period of
time so you must capture the community.

12. scale up the community

13. Influence = Reach(Brand x Expertise x Trust)
*reach is a multiplier of influence

14. Engage an online
community
One passionate idea
Online & Offline
Package into one
single page (Eventbrite)
Democratize ownership
Remove barriers to
participate
Prepare to conquer

15. Thank you. I hope this was helpful.

16. /rickbakas
/bakasmedia
add /rickbakas or
/bakasmedia to the
end of social site URL’s
bakasmedia.com
rbakas@mac.com