what art can teach brands about building engaged online communities

What Art Can Teach Brands About Building Engaged Online Communities frankfest3

October 27, 2010

Can Art Teach Brands About Building Engaged Online Communities? frankfest3

October 27, 2010

Emotive / E-Motive

Photo by Wally GobertzCreative Commonshttp://www.flickr.com/photos/Wallyg/

Facebook usage worldwide: 517,760,460

SourceInternet World Stats (stats for August 31, 2010)http://www.internetworldstats.com

Using online technologies to share experiences through words, pictures, videos and actions: SOCIAL MEDIA

Why Art?

Entice/Engage

Entice/Engage

Entice/Engage

Entice/Engage

Entice/Engage

Entice/Engage

Entice/Engage

Entice/Engage

The need for voice

Photo by Rodrigo MunizCreative Commonshttp://www.flickr.com/photos/rodrigomuniz/

Bigger than you

Photo by Sylvain RacicotCreative Commonshttp://www.flickr.com/photos/humanoide/

Open collaboration

Drupal

WordPressLinux

Blogs

Creative Commons

Wikipedia

Photo by Patrick DaltonCreative Commonshttp://www.flickr.com/photos/27518426@N03/

The collective experience

Building collective experiences

Collaborate Co-create Engender trust

Working toward a common goal

Sharing vulnerability

Individual interventions to

create the greatest effect

Collaborate: The Gates

Photo by Timothy VogelCreative Commonshttp://www.flickr.com/photos/vogelium/

Co-Create: Halifax begs your pardon!

Engender Trust: Spencer Tunick

Photo by Guillermo AmadorCreative Commonshttp://www.flickr.com/photos/modulor/

Trust

http://lucypeel.com/2010/05/02/getting-naked-with-2700-other-people-the-spencer-tunick-experience/

“The Spencer Tunick experience has made me appreciate the variety and beauty of the body and what is possible if we all trust each other. We can all be at our most vulnerable, but still be capable of helping and protecting each other.”

-Lucy Peel, 2008 participant

Ripples of experiences

Motivate (make art?)

listen

respond

create

Emotional appeal

Photo by Dr. FeelCreative Commonshttp://www.flickr.com/photos/punch/

Motivate (make art?)

1. Listen:Understand the community and its needs. Be curious.

2. Respond:Get involved. Be naked and vulnerable. Gain trust.

3. Create:Take risks. Plan for participation. Encourage questions.

Thank you

ivan@ivanenunez.com

@ivan_nunez