This is the presentation that One to One provided at our “Engaging the Social Customer” event held in London last week at the Royal Institue of British Architects (RIBA).
At the start of this year, One to One decided to take a different approach to our thought leadership program. In the past we would conduct traditional live webinars via Web-Ex. Those were promoted via paid digital media, search, and e-mail marketing. We would on average get about 15-20 people to attend the day of the event and then post the asset on Slideshare.com for sharing (which would result in several hundred views over the remainder of the year). I can tell you from experience, this approach was painful.
This year, we adopted Sliderocket, a cloud-based social presentation web service, as our primary presentation platform. Instead of live presentations, we opted to pre-record each thought leadership piece and make them available for on-demand viewing (under the brand OnetoOne.tv). This approach also offered an array of social options to comment and/or share the presentation via e-mail, twitter, direct links, or embed code.
Additionally, we decided to promote the asset in waves. Each wave represents about a week in time. Below is a high-level overview of how we staged our out-reach.
Wave 1: Share with Industry thought leaders via Twitter (thanks @ChipConley & @armano for your re-tweets)
Wave 2: Share via One to One’s Social Ecosystem (Twitter, Facebook, LinkedIn, and Blog)
Wave 3: Promote via our Opt-In E-Newsletter titled One to One Perspectives (21k Opt-in List)
Wave 4: Promote via Paid Search and Paid Social (Facebook & Linked In)
Wave 5: Blog Posts on Digital Marketing Industry Publications (i.e. Marketing Sherpa, etc). note: this is in progress
Wave 6: Create and share Slideshare Version (Posted today. Has already resulted in over 100 new views).
Wave 7: Present at a major conference (Ian Karnell, CEO of One to One, will be presenting this content @ Internet World in London on May 10th).
Wave 8: One to One Breakfast Series (live event in development)
Instead of spending thousands of dollars to get dozens of participants to a live webinar, we drove almost over 760 visitors in the first month (>5,000% increase in performance) by primarily leveraging social channels, spending a couple of hundred on pay-for-performance media, and making the content readily available for viewing and re-sharing.
As this was our first of many scheduled pieces we plan to produce for OnetoOne.tv this year, it goes without saying we will continue to optimize our efforts based on our ongoing insights and learnings from this approach. Indeed, one thing that we will need to work on is increasing the average viewing time from 14.37 Minutes to 20-25 Minutes. Seeking to get a larger audience in the first 30 days will also be our focus.
In the end, we could not be happier with our initial results. Any thoughts and feedback regarding this approach are welcome.
Trendwatching.com published a fantastic Trend Briefing yesterday titled “The F-Factor“. The brief reviews how consumers are increasingly tapping into their networks of friends, fans, and followers to discover, discuss and purchase goods and services, in ever-more sophisticated ways. As a result, it’s never been more important for brands to make sure they too have the F-FACTOR.
Some of the data provided by in brief inspired me to create the above infographic that I titled “F-Brands”. I thought it was a nice way to quickly summarize the impact that Facebook is having on how humans utilize the platform to engage with each other and directly with brands to make purchase decisions. Feel free to provide any comments/thoughts on the design.
So this falls in the totally “BAD ASS” category. A free online tool called Nexus is an interactive social network grapher that visually displays connections between Facebook friends and their shared interests with one click. Below is the output of what my social network of 522 friends on Facebook visually looks like:
<click on the above image to zoom>
The application allows you to hover over any node above to view friend connections. You are also able to click a node to view similarities with other friends. Finally, friends with darker connection lines have more interests and groups in common.
NASA’s Stardust spacecraft returned safely to Earth when the capsule carrying cometary and interstellar particles successfully touched down at 2:10 a.m. Pacific time this past Sunday in the desert salt flats of the U.S. Air Force Utah Test and Training Range. Launched in February 7th, 1999, Stardust rendezvoused with the Comet Wild2 in January 2004 and captured thousands of cometary dust grains in special aerogel collectors.
This is the first sample return from a solid solar-system body beyond the Moon and the first ever samples of contemporary interstellar dust ever collected. In order to search for the tiny dust samples embedded in the aerogel, scientists from the Nasa Jet Propulsion Lab at the California Institute of Technology are recruiting volunteers online to download a virtual microscope (VM) . The VM will automatically connect to a server and download so-called "focus movies" — stacks of images that are collected from the spacecraft using an automated microscope at the Cosmic Dust Lab at Johnson Space Center. Those interested may learn more and apply to participate at the following website: http://stardustathome.ssl.berkeley.edu/