The presentation prepared by Robin Good for the National eXtension Virtual Conference 2011,

1. *More Mind Reach*
National eXtension Virtual Conference 2011
October 17, 18 & 19, 2011

2. How can you achieve more mind reach

3. How can you achieve more mind reach
by helping others
and creating something of value?

4. How can you achieve more mind reach
while building your reputation
by helping others
and making your efforts sustainable?
and creating something of value?

5. The Sharewood Formula
Focus
Value
Fans
Listen

6. The n. 1 factor is

7. Focus

10. :..WARNING..:
There are essentially
only TWO ways
1) Posizionati
that people can find you online
1. Through a search
(via Google, Bing etc.)
2. Through a social
recommendation

11. 1. Intercept a specific need
Bruce Lee’s Jeet Kune Do means “the first that intercepts”

12. Why to intercept a specific need?
1. People do not wander online. They “actively” search
for something specific they need or they are
interested into.
2. By intercepting a specific need you know exactly
what your audience wants and why.
3. People today want to get their info, their tools and
services from someone they consider a “trusted”
specialist, an expert.

13. Identify a specific PIN

14. Identify a specific PIN
• PIN = Problem, Interest, Need

15. Identify a specific PIN
and go AFTER IT!
• PIN = Problem, Interest, Need

16. Identify a specific PIN

17. 2. Create Unique Value

18. Why to create value?
1. To build for yourself a reputation for being “the someone to
go to” on that topic. People / orgs who can create valuable
objects are considered “reputable”.
2. To become “visible”. This is why you need to create
something really special and unique. Something that is of
actual value (usefulness) to a specific group of people.
Quantity is not enough. It is quality and usefulness-insight
that make the difference.
3. To become “trusted” by sharing valuable things. Offline and
online. (Links from others, articles about you, reviews, etc.)

19. Why to create value?
1. To help those who arrive on your site to find
immediately something useful.
2. To give them something so good they do want to
come back for more.
3. To motivate others to talk, recommend, reference,
mention and link your good work.

20. But how do you really define “value”?
What’s “value”?

21. The “wow” test

22. Can you elicit these reactions?

23. Can you elicit these reactions?

24. Can you elicit these reactions?

25. Can you elicit these reactions?

26. Will they call their best friend,
and tell them
what you have just shown them?

27. ...if so,
what are the key traits
of an information object
that elicit that kind of reaction?

28. Here the ones that work for me:
Value
Creat
2)
e
1. Immediately useful (I can make use of it now)
2) Create Value
2. Unique (haven’t seen anything like it before)
3. Special (has special, unexpected cool features)
4. Personalized (it seems to be cut exactly for my need)
5. Exclusive (unavailable elsewhere)
6. Accessible (easy to get to)

29. Here the ones that work for me:
Value
Creat
2)
e
7. Gives me a “set” of information that is
self-contained – complete – organized
2) Create Value
8. Provides me with a comprehensive
view of something
9. Gives me access to all
of the resources available
10. Makes sense for me of something otherwise
complex, difficult to understand, scattered

30. ...so,
which could be some
types of content formats
that can be used to achieve this?

31. Here are some ideas:
Value
Creat
2)
e
• Newsradar
• Directory
• Catalogue
2) Create Value
• Gallery
• Collection
• Digest
• Guide
• Course -Tutorial
• Template - Model
• Comparative Review
• Interview

32. The Complete
WOW! Formats Map
https://www.mindmeister.com/105737930

33. Creating Value by Curating Content

34. Risks and Opportunities of Curation
• More of the same junk
• No added value – just more noise
• No Focus, just more news to go through
• No voice – no insight to be gained
• Easier, trendy way to produce content with zero effort
• Better than a blog for who is looking just for that
• A kind of touristic, amateurish photo shoot

35. Curation as Photography
• You can take pictures by filling your frame with
something, or...
• You can make photographs
by “curating” all aspects of it:
– Subject – focus
– Framing – context
– Lighting – tone
– Exposure – your take
– ....

36. Curation as Dolby
• The noise can help in finding the real “sound”
• The more "noise" there is in the news stream the easier it is to
distinguish what is good and relevant from what is not.
• You can hear the same very concept explained by Robert
Scoble (at min: 19' 30") in this excellent video interview done
with Howard Rheingold on the very topic of online content
curation

37. How Many Ways to Curating Content?

38. How Many Ways to Curating Content?
http://bit.ly/curation-types

39. What do we need from Curation Tool Builders?
• Not just another publishing tool
• Competence, interest, attention to curators’ real needs
• Credit, attribution, transparency
• Support for existing open standards
• Rewarding quality work
• New display and delivery formats
• Search facilities
• Access to Archives
• Freedom of choice for where I want to publish

40. The Upcoming Types of Curated Formats
http://bit.ly/curation-upcoming-formats

41. And what happens next?
What do I do after I create value?

42. 3. Cultivate your community of fans

43. Why to cultivate a following?
1. To develop a loyal, passionate and growing group of fans
willing to support your mission and projects/initiatives.
2. To be able to become a trusted reference for them, on your
specific subject matter area.
3. To listen closely to what your fans and potential
customers want.
4. To understand and identify their PINs
5. To create the premises for a sustainable and productive
ecosystem.

44. Nurture, Care, Truly Help
Cultiv
fans
ate
3)
• Support your readers, subscribers, customers
by going out of your way in listening and
3) Cultivate fans
responding to their problems interests and
needs (PINs).
• Your fan success and satisfaction comes before
your own. It is through their appreciation and
satisfaction that you will grow and survive.
• Invent new ways in which your fans can start
also helping each other out.

45. Share – Give out for free
• Go out of your way to create value for others
3) Cultivate fans
• Share what has value
• Give out for free what normally
you would have charged for

46. Engage, Interact
• Start building your fan list
3) Cultivate fans
• Obtain permission to have a relationship exchange
• Not by asking first name an emails, but by first
giving out freely objects that build your reputation
and then offering more “advanced” value that need a
sign-up to be accessed

47. Engage, Interact
• Welcome each new subscriber warmly
3) Cultivate fans
• Talk/Write to that person directly as if it was a friend,
not as a company would typically “broadcast”
information and news to its customers
• Use the “I” and “you” rather than the default “media
plural” (we are going to.... And you guys are going to..)

48. Engage, Interact
• Start building your fan list
3) Cultivate fans
• Obtain permission to have a relationship exchange
• Don’t abuse of this permission. Use it only to share
valuable information.

49. Engage, Interact
• Segment, segment, segment
3) Cultivate fans
• Don’ t put everyone in the same bucket
• The name of the game is personalization,
not spamming

50. 3) Cultivate fans Spark Conversations

51. Spark Conversations by using:
• Newsletter
3) Cultivate fans
• Events – online and off
• Comments
• Email requests
• Facebook Questions
• Forum
• Q&As, FAQ
• Polls

52. 3) Cultivate fans Spark Conversations map
https://www.mindmeister.com/118404016

53. 4. Deep-Listen

54. Why to deep-listen?
1. To really understand what your fans need and want
2. To build value starting from what they need, rather
than what you think they do
3. To improve and refine your services and offerings
on the basis of their feedback and suggestions
4. To be part of the ecosystem and to grow with it,
rather than to plan it at a table and “engineer” it
into a direction.

55. 4) Deep-Listen Listen in between the lines of...

56. Listen in between the lines of...
• Email replies
4) Deep-Listen

57. Listen in between the lines of...
• Suggestions, tips, critiques
4) Deep-Listen

58. Listen in between the lines of...
• Questions, requests, comments
4) Deep-Listen

59. 4) Deep-Listen Listen to their PINs!
• PIN = Problem, Interest, Need

60. Where and How To Listen

61. a) Inside your inbox

62. b) YouTube comments

63. c) Facebook requests

64. d) Forum Posts

65. d) Social searches

66. e) Twitter Hashtags

67. f) Social Monitoring Tools

68. f) Social Monitoring Tools

69. f) Social Monitoring Tools
http://www.mediabistro.com/alltwitter/files/2011/04/social-media-monitoring-survey.jpg

70. g) From Your Fans
...by first giving out something valuable and free

71. 5. Create Sustainability

72. 5. by creating useful Tailor-Made Tools

73. Why to create sustainabilty
with tailor-made tools?
1. To be able to carry our mission – project ahead over time
2. To help your fans – community solve their problems and move
forward
3. To gain more “authority” and reputation in your area, and
4. To gain more visibility to those who are actively searching for a
solution in your area of expertise
5. To leave something of value behind

74. Create Tailor Made Tools and Content
• Software Tools
5) Create Sustainability
• Plugins, add-ons
• Template, models
• Examples Showcase
• Directory, catalogues
• News channels
• Guides
• Courses

76. Look at the difference!
Idea - Bet
dddddddd
Business / Profit/driven
Heavy Advertising
Promotions

77. Look at the difference!
Idea - Bet Focus / Intercept PIN
dddddddd
Business / Profit/driven
Heavy Advertising
Promotions

78. Look at the difference!
Idea - Bet Focus / Intercept PIN
dddddddd
Business / Profit-driven
Heavy Advertising
Promotions

79. Look at the difference!
Idea - Bet Focus / Intercept PIN
dddddddd
Business / Profit-driven Passion / Competence/driven
Heavy Advertising
Promotions

80. Look at the difference!
Idea - Bet Focus / Intercept PIN
dddddddd
Business / Profit-driven Passion / Competence/driven
Heavy Advertising
Promotions

81. Look at the difference!
Idea - Bet Focus / Intercept PIN
dddddddd
Business / Profit-driven Passion / Competence/driven
Heavy Advertising Create high-value
Promotions

82. Look at the difference!
Idea - Bet Focus / Intercept PIN
dddddddd
Business / Profit-driven Passion / Competence/driven
Heavy Advertising Create high-value
Promotions

83. Look at the difference!
Idea - Bet Focus / Intercept PIN
dddddddd
Business / Profit-driven Passion / Competence/driven
Heavy Advertising Create high-value
Promotions Share for free

84. Look at the difference!
High/Volume, High/frequency
dddddddd
Press Releases
Showcases, Public events
Agents, affiliates, salesmen

85. Look at the difference!
High/Volume, High/frequency Outstanding help
dddddddd
Press Releases
Showcases, Public events
Agents, affiliates, salesmen

86. Look at the difference!
High/Volume, High/frequency Outstanding help
dddddddd
Press Releases
Showcases, Public events
Agents, affiliates, salesmen

87. Look at the difference!
High/Volume, High/frequency Outstanding help
dddddddd
Press Releases Engage, Interact
Showcases, Public events
Agents, affiliates, salesmen

88. Look at the difference!
High/Volume, High/frequency Outstanding help
dddddddd
Press Releases Engage, Interact
Showcases, Public events
Agents, affiliates, salesmen

89. Look at the difference!
High/Volume, High/frequency Outstanding help
dddddddd
Press Releases Engage, Interact
Showcases, Public events Deep listen
Agents, affiliates, salesmen

90. Look at the difference!
High/Volume, High/frequency Outstanding help
dddddddd
Press Releases Engage, Interact
Showcases, Public events Deep listen
Agents, affiliates, salesmen

91. Look at the difference!
High/Volume, High/frequency Outstanding help
dddddddd
Press Releases Engage, Interact
Showcases, Public events Deep listen
Agents, affiliates, salesmen Share for free

93. *More Mind Reach*
National eXtension Virtual Conference 2011
October 17, 18 & 19, 2011
Find this presentation here:
http://slideshare.com/RobinGood

94. www.MasterNewMedia.org
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