Six Slides On Social Nicheworking
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Transcript of Six Slides On Social Nicheworking
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Six Slides on Social NicheWorking
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Success in Social Media
• Editorial– Established, trusted brands extending into social media.– Startups with a unique angle or POV (e.g. Huffington Post, Daily
Candy, Wired.com, blog networks, etc)
• Utility– User-empowerment– enabling the audience to more than reader,
watcher, listener.– Typified by search (Google, Ask, Yahoo, etc) social networking (like
Facebook), media sharing (like Flickr and YouTube), self-expression (like blogs or Twitter), geo-tagging (like Google Maps, Foursquare or Brightkite), event planning (like Pingg and Eventful), and many others.
The top 1000 most-trafficked web destinations are predominantly utility-centric.
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Broad vs. Niche
• Social media is following the "general to niche" trend, or co-existence we've previously seen in general commerce and the collective media industry.
Broad Niche Broad Niche
Broad Niche
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Social Nicheworking
• Utility will be subsumed by Affinity or Passion Group– “Utility-centric" apps (like social networking, microblogging, photo-
sharing, event planning, etc) are being subsumed by integrated apps centered on a passion, hobby, industry or other affinity group.
Example: Who will golfers go to for info, recommendations, deals, entertainment, etc?
Those who provide a “niche” online/mobile experience that combinesEditorial POV + Subject Matter Expertise + Passion-Centric Social Utility
will win the audience/user.
Answer: Both!
Their fellow social media users…? Golf Digest…?
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A Platform to Capture Social Nicheworks: PlanetTagger• Re-brandable, location-enabled, integrated social marketing (ISM) app to use for:
– Integrating and optimizing disparate social media marketing and editorial activities of a brand.
– Creating a center for members of an affinity group’s social media utilities– event planning, mapping, sharing, commenting, curating, etc.: Engage your super-users.
– A safe path for integrating an editorial company culture with a user-generated audience culture.
– Location-enabled: Unlocking local, mobile and geo-targeted advertising revenue streams• Local advertising• Flash-mobbing/flash-shopping and mobile couponing• “Editorial voice” safely and contextually combined with user-generated activity.• Passion-specific microblogging, media sharing, geo-tagging, event marketing, and more.
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A Location-Enabled Integrated Social Marketing (ISM) Platform
The PlanetTagger platform is white-label. It can be easily
re-branded, re-skinned and used for different
passion groups.
Brides & Weddings
Travelers
Golfers
Foodies
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What’s next?
• Publisher• Integrate your De-Centralized Social Media Marketing and Messaging (as a Publisher,
CableNet, Brand Custodian, etc). • Users
• Harness the Social Media Utility Usage of Members of your Target Niche Passion Group. Engage the “Creators” (super-users) and the Contributors, Opportunists and Lurkers will follow.
• Sponsors and Advertisers• Create a focused, targeted, location-enabled environment into which to lace advertising and
marketing.
Capture, Leverage & Monetize
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http://spectrumdna.com
Jim Banister +1 435 901 3001