T.A. McCann – create something great

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• Know your customers• Create Personas• Engage directly early and often• Use surveys to quantify and test • Create ongoing user interactions/perception

• Find and nurture the new influencers• Social success and promotion on 1XUX

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A valuable target customer

• Business professional• Places high value of relationships (>8/10)• Has significant (>50%) of key relationships outside

company• >5 meetings/week with outside people (more/new is

better)• Uses technology to gain information advantage• Actively builds and manages his network

• Pays monthly information service fees (mobile, CRM, wiki, contact manager… (more is better)

• Roles include (execs, sales, recruiter, PR, journalists, lawyers…)

• Influencer of others and/or small teams• Technical, early but not bleeding edge adopter

• Often fits in GTD category as well• Reads books like “never eat alone” or “4 hour work

week”• Attends “networking” events or activities

People like this include;T.A.BradBuzzKendallBrandtMilesDave Thomas

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Friends of Gist(FOG)

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http://www.surveymonkey.com/s/ZTH5BJR

Kevin Spidel

Managing DirectorPatriot Strategieshttp://patriotstrategies.comWashington, DC, USA5300 contacts, 1279 companies

"I am the Managing Director of an international PR firm and am very active on the social web. Gist allows me to cut through the noise and manage my contacts directly. I am able to monitor what matters... the relationship."

Gist user since 11/03/09 – has invited 34 users

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Copy the leaders (for some stuff)

MarketingPositioningUser/market dataFeature priorityKey thought leaders

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The new influencer

• Usually has a day job, writing for passion

• Well connected and socially enabled

• Selling to other influencers as much as customers

• Easily co-opted with “first looks” and attention

• Leverage your own influence to gain theirs

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Make someone else the champion

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Jump on someone else’s message

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Track your influencers

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1XUX

• Deliver value in seconds• Tweet my success• Build user communities• Create regular interactions

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Set big goals

Get connected

Listen and learn

Fail fast and iterate

Persist

Go make something great.T.A. McCann

tam@gist.comwww.gist.com/tamccann