There's the digital channel and the HUMAN digital channel. Most of us have done work on A, but not B. Here's a prescription. These are just the slides. The depth is in the telling, but that's not free. : ) You may repurpose these sides as you need, but please cite the work and point back to humanbusinessworks.com

1. how to
AMPLIFY the human digital
channel
chris brogan...
@chrisbrogan
humanbusinessworks.com/contact
Wednesday, April 18, 12

2. legal slide
please replicate all and any parts of this content. please steal as much of
it as you can carry. please occasionally mention ideas found herein as if
you yourself created them.
during this presentation, please text, tweet, snap photos, pin things,
answer calls, and generally carry on. otherwise, it gets all churchy
sounding and i get all nervous. no, really.
if you miss anything, drop me a line: humanbusinessworks.com/contact . if
you don’t miss a thing, then good on you.
i am a right-brained thinker. i promise this all has a point. we will get
there together. aren’t legal slides absurd? i believe so.
@chrisbrogan
Wednesday, April 18, 12

3. chris brogan...
typist
nyt bestselling author
strategic advisory for mid- large cos
father of two
lives in massachusetts (us)
drives a camaro
likes gin and bourbon (not together)
still reads comic books
in a band with his girlfriend
reasonably helpful
not arrogant, though seems it
sometimes
@chrisbrogan
Wednesday, April 18, 12

4. the strange thing about slides
i’m right here. ------- >
@chrisbrogan
Wednesday, April 18, 12

5. scary words
“you’ve gotta get on facebook. it will change everything!”
“if you don’t do this, you’ll lose everyone under 20.”
“it costs nothing. it’s a no brainer.”
“people make a fortune doing this stuff.”
“it’s totally stupid. nothing ever happens.”
“why would anyone do this?”
“my buyer is not on here.”
“only kids use these things.”
“my niece does it for my company.”
@chrisbrogan
Wednesday, April 18, 12

6. the human digital channel
digital:
your website
your ecommerce efforts
seo
human digital:
your social networks
your email marketing
your mobile strategy
content marketing
@chrisbrogan
Wednesday, April 18, 12

7. about your website
mobile mobile mobile mobile
one call to action
more on mobile in a bit
@chrisbrogan
Wednesday, April 18, 12

8. goals
what’s the goal?
* sales
* membership
* search conversion
* networking
* referrals/sharing
* information
* awareness
* thought leadership
@chrisbrogan
Wednesday, April 18, 12

9. the ecosystem
listening tools
social networks
email service providers
content management systems
url shorteners and trackers
mobile website tools
sharing technology
@chrisbrogan
Wednesday, April 18, 12

10. wiring this into your org
listening tools - the info goes where?
social networks - who owns which roles? (remember the goals.)
email service providers - strategy for use.
content management systems - someone has to do the writing.
url shorteners and trackers - without metrics, who cares?
mobile website tools - a must.
sharing technology - less of a must, but big.
@chrisbrogan
Wednesday, April 18, 12

11. market vs community
your community should be larger than your marketplace
how do you define and/or cultivate both?
@chrisbrogan
Wednesday, April 18, 12

12. marketplace: human digital ch.
always have something to sell; don’t always be selling
you’re here to sell, though
be crisp and clear when selling
attention is a prime currency
sharing is an act of power
mark zuckerberg: “a like is the opportunity for business.”
never invest in a social network. invest in people
fire and forget works as well here as it does with loved ones
business is about belonging
the three stages of brand
@chrisbrogan
Wednesday, April 18, 12

13. community
human business: sustainable, relationship-minded business
be helpful beyond your sale
never a transaction; a relationship
get a flag, not a bumper sticker
be at the elbow of every deal
be there long before the sale
this feeds everything else
remember that community is a privilege
remember that community is transient and often shifting
@chrisbrogan
Wednesday, April 18, 12

14. content marketing
are you paying for seo?
make the buyer the hero
content that helps
offsite vs onsite content
trade pub vs vanity mag
video (HUGE)
snackable content (HUGE-R-ER)
blogging and all its fun
editorial calendars
email marketing (see? even more)
some serving suggestions
@chrisbrogan
Wednesday, April 18, 12

15. sharing
what gets shared?
why is sharing important?
what makes it easy to share?
the different networks and sharing
what it means to your business
why we talked briefly about url shortener tech
referrals and sharing
@chrisbrogan
Wednesday, April 18, 12

16. numbers
my favorite metric: $
my second favorite: members
other ways to do this: referrals, # of test drives, whatever fills the
existing funnel
tracking/shorteners/campaign-like thinking
my thinking on qr codes
@chrisbrogan
Wednesday, April 18, 12

17. operations
how many hours in a day
where to find it
who should do it
wiring it all together
building a runbook
@chrisbrogan
Wednesday, April 18, 12

18. next moves
tighten up your main website for conversion
implement mobile fixes we mentioned now
implement email fixes we talked about shortly thereafter
which goal do you want to pursue first?
write a 1 page policy
write a 1 page “when this goes wrong” plan
define success and put this into a test stage (how long? 3 months?)
determine what “graduation” looks like
wire your efforts into the main business
build an editorial content calendar for blog, email, and/or soc networks
sketch out the metrics you will measure
how will you track these efforts?
what’s a good first win, a second win, the next year?
@chrisbrogan
Wednesday, April 18, 12

19. chris brogan...
human business works sells
strategic advisory services and projects
around implementing everything
we just talked about.
http://humanbusinessworks.com/contact
QUESTIONS ARE MY FAVORITE
HAVE ANY?
Wednesday, April 18, 12