Social Share Summit Rochester October 26, 2011 Rochester Plaza Hotel

1. Mark W. Schaefer
@markwschaefer
www.businessesGROW.com

2. Life used to be so
SIMPLE

5. The world’s first layer of
ONLINE ENGAGEMENT

7. How do I make more …
with no budget…

8. …when people hate you?

9. ANSWER:

10. Destroy
Your Product.
http://www.youtube.com/watch?v=NtX0jRMxhM4

12. 100
Sales
Leads!

16. Employees Customers
Your Website
Prospects Local
Stakeholders

22. (you)

23. Employees Customers
Your Website
Prospects Local
Stakeholders

24. HOW
can get it any
more exciting???

27.  In 2010, world spent 9.3 billion hours on
Facebook. That’s 1.1 million years.
 Largest seller of display advertising -- 770 billion
page views per month.
 Facebook search tripled in two years
 48% < 21 cite Facebook as primary news source.
 750 million photos were uploaded onto
Facebook … in one weekend.
 150 years of YouTube videos are watched every
day … through Facebook.

33. “Since we launched video last year, more than 45 million videos
have been uploaded to Facebook with approximately 100,000
new videos added each day. “

38. The social layer is complete.
It is Facebook.

39. Welcome to the new engagement layer.

40. BUT
HOW?

41. In the technology lollapalooza
of the past decade, digital and
social media are the warm-up
headliner
-- Christina “CK” Kerley
acts to the
that is Mobile.
- Christina “CK” Kerley

43. 5.4 1.7
Billion Billion
Mobile Internet
4 77%
Percent of the planet
Source Intl Telecommunications Union

45. First screen access
80%
70%
60%
50%
40%
30%
20%
10%
0%
Egypt India South Ghana Kenya Nigeria
Africa

46. Source Portio Research
In 2010 there were 7 TRILLION text messages

48. Mobile ad revenue
25
20
15
10
5
0
Gartner 2010 2011 2015

49. …
42% click on mobile ads
35% visit the advertiser’s site
79 % of its largest online advertisers
do not have a mobile optimized site.

50. In 2010, 10 mm Japanese
This is the
mobile users began using
a tap-and-go “mobile
wallet”
fastest example
of technology
adoption in
HUMAN
HISTORY

51. If you want to access customers,
MAKE IT MOBILE.

52. You had
me at
mobile.

54.  Smartphones enable
a new revolution
 Smart-phones --
then glasses
 Optically layering
new world over old
 Metaphor is “magic”
 “Silent movie” stage

56. Google Goggles (demo)
http://www.youtube.com/watch?v=Hhgfz0zPmH4

57. http://www.youtube.com/watch?v=_rCHsAmqzLs&NR=1&feature=fvwp

58. http://www.youtube.com/watch?v=7JWk_JIE3Ow&feature=player_embedded

59. http://www.youtube.com/watch?v=pzB4mIPdm9k&feature=player_embedded

62. How does it change things?
In almost every way!
 Communication
 Advertising
 Collaboration
 Education and training
 Work
 Entertainment
 Mash-up of all existing
platforms

63. The AR layer changes everything AGAIN!

66. Internet + Social
Location + Mobile
Augmented Reality

67. SIX
Hours/day spent on WOW
200%
Profits on Farmville versus Facebook
5 billion
Hours/year spent on online games by Americans

68. • Video gaming bigger than music sales
• Bigger than movie ticket sales
• Average gamer age is 32
• 65% Americans play video games
• > over 50 than under 18 are gamers
• 40% are women

69. CONCLUSION?
Humans are human.
They LOVE to play games.
It is the
ULTIMATE
CUSTOMER
ENGAGEMENT

70. Why not make the world a GAME?
Why not make the BUSINESS world
a GAME?

73.  Humans love to progress
and earn status.
 Game dynamics can
reward and influence
behavior.
 Re-frame business
behavior with game
theory.
 The full potential of
location. One and done
deals are not enough.
Engage.

74.  Appointment
 Influence and status
 Progression
 Communal discovery
 Reward

75.  Appointment
 Rewarded for doing
something at a time,
place
 “Happy Hour”
 “ Farmville” is changing
the lifecycle of people.

76.  American Express
 Like armor in a game
 Why not have customers
gain levels and experience
points?

77.  Completion rate on
LinkedIn
 World of Warcraft is a
full-time job.
 What if you go to a
business site over and
over, and unlock
rewards.

78.  User groups -- Leverage network to uncover
content/entertainment
 Groupon – Deals are not unlocked unless enough
people sign up
 Digg or Empire Avenue – people forming
communities to unlock the secrets

79.  Challenged customers to
basketball themed game
 Gamers had to
 take photos of themselves
with players to complete
tasks
 Upload photos
 Return the next week for the
next round
 Results
 33,000 participants
 30% of them came back
within seven days.

80.  Create an avatar for your
every day chores
 Unlock points for strength,
stamina, intellect and social
while washing, ironing,
attending birthdays
 Everything you tick off from
your real world list earns
points to help build a
powerful virtual avatar to
guide you through a quest.

83. This is your presentation ….

85. IMPLICATIONS
 Rate of change accelerates
 Connecting with customers will fragment along
fault lines of each layer
 Unparalleled opportunity for connection + loyalty
 Bring lots of money
 Different strategies for different layers
 Creativity + High production values
 Stream of content

86. Mark W. Schaefer
Blog:
www.businessesGROW.com
Twitter:
@markwschaefer
Email :
MSchaefer700@gmail.com
THANK YOU!

90. Is this a B2B marketing repellant?
1) Customers are sick of being marketed to
2) Why would somebody friend you?
3) Have not seen any truly great case studies
4) Successes judged by “likes?”

91. My AH-HA! social media moment