integrate 2016 - geno church

WELCOME TO THE

BRAVE. NEW. WORLD.

hello #integrate16!@genochurch

CRISISchildhood identity

hey I’m

BATMAN

go speed

RACER

yeah,

SO

ARRR,

MATE

PIRATE DREAMS

MAKE

BELIEVE

HATCHESBATTEN DOWN THE

MAROONED

ISLANDFAR AWAY

SHITSCARY

GUYSSORRY

DAMN SURE

FOR

IT’S THE

MYTHOLOGY

SYMBOLISM

STORIESTHAT GET COLLECTED, SHARED AND ENRICHED BY PEOPLE

WE HAVE A COMMON UNDERSTANDING OF WHAT A PIRATE IS…

WHOEVER TELLS THE BEST STORY WINS!

THE PROBLEM

i can save the day

shiny OBJECTS

people first

start with

follow the LEADER

WOMM HAS A PROBLEM

PRAY POST AND

HASH TAG

TAKEOVERS

WORD OF MOUTH BASICS

WOMM Is any business action that earns a customer recommendation. It is the act of striving to spark, foster and grow authentic relationships between customers and a brand.

Word of Mouth Marketing inspires Word of Mouth.

WOM Is the process of organically talking about, sharing or recommending something.

People driveword of mouth.

People don’t say they like the product because they like the product.

People say they like the product because they like

themselves.

“This product is amazing. You should see what it does.”

“I am amazing. You should see what I can do with it.”

WHAT THEY MEAN:

WHAT THEY SAY:

Behind their authentic recommendation is a feeling about what this product has enabled them to be.

WOM LEADS TO COMMUNITY COMMUNITY happens when people connect with each other and come together around a shared interest, passion, cause or product. Building and growing community brings Word of Mouth to life.

COMMUNITY

COMMUTINY

TRIBE? ARE WE A MEMBER OF A….

OR ARE WE JUST A MEMBER OF A….

SOCIAL MEDIA CAMPAIGN

TOUCHSTONE A TRIBE BECOMES A

IN OUR LIVES

MATCHMAKING OF PURPOSE

YOURPURPOSE THEIRPURPOSE

VALUESBELIEFSINTERESTSHAPPINESS

COMMUNITYISAN ARCHIVEFORA BRAND’SMYTHOLOGY

ABRANDSMYTHOLOGYLives by becoming a 'Community Mythology' through the stories that get collected and shared and enriched, through People who love a brand and the lifestyle that they associate with the brand.

THESHAREDSHIP

A SHARED SHIP… a “community of people” is built on myths - the stories told by people, common shared ideas and common shared beliefs, bringing people together on the quest for a shared output, a shared fight to make a difference.

TOSPINAYARNWASTOTELLASTORYORTALE

YARNSTAUGHTKNOWLEDGEOFTHESHIP,

SOCIALRELATIONSANDSURVIVAL

THEPOETRYOFTHESEA

TODAY’SYARNTELLER

EVERYDAYCONSUMER

“We define influencers, as everyday consumers who are substantially more likely than the average person to seek out information and to share ideas, and recommendations with other people. They do this both through volunteering their opinions about products and services that they feel passionate about, and by being turned to for their knowledge, advice and insights.”

(RESEARCH SOURCE How to Use Influencers to Drive Word Of Mouth Strategy (Keller Fay, 2016)

Research by Keller Fay, and confirmed by academic research, proves that every-day people have significant value to marketers.

Everyday influencers value has been shown to be four times greater than average consumers. 

FANlikes a brand

suports a brand

loves a brand

acts on behalf of a brand

shares on behalf of a brand

ADVOCATE

EVANGELIST

AMBASSADOR

INFLUENCER

THE SHARED SHIP

let’s get

NERDY

Share Information _____________________ Factual Knowledge

Nuts & Bolts Stuff

People engage in Functional conversations about brands to get information needed to make decisions and to better interpret the world around them.

_____________________

Show Distinctiveness Express Individuality

Signal Uniqueness

People engage in Social conversations about brands to impress others, to express uniqueness, and to increase their reputation.

SocialSignaling

_____________________

Love and Hate Shock and Awe Laughs and Cries

Showing Emotions

When we are OVERJOYED, we TELL OTHERS.

When we are DISGUSTED, we TELL OTHERS.

And when we are INDIFFERENT, we DON’T TELL ANYBODY.

Brands are talked about in two conversation channels, the offline channel and the online channel.

Offline conversations are with people in personal, one-on-one situations — making it more appropriate to talk

emotionally about matters.

Online conversations are with people in more public settings like Facebook and Twitter — thus, making it more of

a channel to broadcast our uniqueness, our expert knowledge, and our passions.

LOVE STORY?

wanna hear a

family vacationah, the

moments

courageous moments

discoverymoments

ginormousmoments

alltogethermoments

poopedoutmoments

DON’T WE ALL WISH

SO, WHY NOT?

Hmmmm, shall we count the

REASONS

CONFIDENCEa lack of

FEARjust plain

SHORTAGE

a

of time

to beginHOW & WHERE

not knowing

PACTParent & Child Together Time

GET OUT & GET GOING

CLASSROOMthe usual

CLASS ROOM

the ultimate

TASKto be accomplishednot just a

THE WORLD

give their children

TO DO LIST

not another

POINT THE WAY

inspire, encourage &

WHAT WE DID

STRONG IDENTITY

begin with a

DUG INTO THE SOCIAL SPACES

EXPLORED & UNDERSTOOD

interaction. reactions.

MEANINGFUL CONVERSATION

to the

what is

TIME TOGETHER

spending

GETTING AWAYfrom the stress of daily life

CONQUERING FEARS

TRYING NEW

THINGS

SHARED EXPERIENCES

AUTHENTIC VOICES

SURPRISE & DELIGHT

our solution?

LESSONS LEARNED

a few

ELEVATINGthe small family share

LETTING GO

of pushing content

HEART& SOUL

allow community to be

STAR OF THESHOW

user generated content

WHOPPING RESULTS

we’re seeing some

OVER TWENTY THOUSAND

images & growing

OVER THIRTY MILLION

potential impressions

50STATES

73COUNTRIES

WE’VE DONE

LOTS OF AMAZING

THINGS

ONE LAST STORY

SAY IT AIN’T SO GALI LEO

1609RUMOR MILL…

THE

“I CAN DOBETTER.”

GALILEO SAID…

GOOD ENOUGH?

SAY IT AIN’T SO GALILEO

DO YOU RAISE YOUR TELESCOPE

DO YOU HAVE THE COURAGE

TO LOOK WITH FRESH EYES

CHALLENGE OUR VALUES AND BELIEFS

Ibelievethatwhenyou’reaPirateforGood,(image:youbelieveyourWHYisworthafight.)

WALK THE PLANK OF THE UNKNOWN

OH SHIT

Ibelievethatwhenyou’reaPirateforGood,(image:youbelieveyourWHYisworthafight.)

MUTINY CAN HELP US FIND A TRUTH,

FIND COURAGE, EMBRACE FEAR, SCALE OLD WALLS BUILT TALL

BY PAST FAILURES…

COMMON GOOD

ACTIONS FOR THE

BE A PIRATE FOR GOOD

WELCOME TO THE BRAVE NEW WORLD #integrate16!

@genochurch