Download - Conversations
conversationthe art of building
communities through
dialogue and storytelling{ }
SILENCE = GOLDEN
1990: 6 degrees of separation
2012: 2.8 degrees of separation
humans are social animals
we share
we shareupdates
we shareupdatesjokes
we shareanecdotes
updatesjokes
we share
creations
anecdotesupdates
jokes
we share
creations
anecdotesupdates
jokes
news
we share
creations
anecdotesupdates
jokes
blogs
news
we share
reviews
creations
anecdotesupdates
jokes
blogs
news
we share
reviews
creations
anecdotesupdates
advice
jokes
blogs
news
we share
warningsreviews
creations
anecdotesupdates
advice
jokes
blogs
news
EVERY MINUTE
EVERY MINUTE
674,000 Facebook updates
EVERY MINUTE
674,000 Facebook updates
2,000,000 YouTube video views
EVERY MINUTE
674,000 Facebook updates
202,000,000+ emails
2,000,000 YouTube video views
EVERY MINUTE
674,000 Facebook updates
202,000,000+ emails
27,000 Tumblr posts
2,000,000 YouTube video views
EVERY MINUTE
674,000 Facebook updates
202,000,000+ emails
27,000 Tumblr posts
2,000,000 YouTube video views
48 hours video uploaded to YouTube
EVERY MINUTE
674,000 Facebook updates
202,000,000+ emails
27,000 Tumblr posts
2,000,000 YouTube video views
48 hours video uploaded to YouTube
3,600 new photos on Instragram
EVERY MINUTE
674,000 Facebook updates
202,000,000+ emails
27,000 Tumblr posts
2,000,000 YouTube video views
48 hours video uploaded to YouTube
100,000 tweets
3,600 new photos on Instragram
EVERY MINUTE
674,000 Facebook updates
202,000,000+ emails
27,000 Tumblr posts
2,000,000 YouTube video views
48 hours video uploaded to YouTube
100,000 tweets
47,000 app store downloads
3,600 new photos on Instragram
the market
for something
to believe in
is
the market
for something
to believe in
is
infinite
we are looking for
we are looking for
connection
we are looking for
connectionconfirmation
we are looking for
connection
communityconfirmation
we are looking for
connection
communitycomrades
confirmation
we are looking for
connection
communitycomradescomfort
confirmation
VS
VStaking a job
VStaking a job joining a cause
VScolleagues comrades
VSpaycheque purpose
a job
a jobis a commodity
a jobis a commoditythat can be sold
a calling
a callingis completelydifferent
Applying this
thinking to a
real problem,
can be a real
problem
community - a group
of people connected
voluntarily to an idea,
purpose and/or interest
a brand is a lie we tell ourselves so we can have an
emotional relationship with an inanimate object
a brand is the average of all the experiences of a
service or product, filtered through an individual’s
perception, social graph and personal bias
Brands have advocates.
Those advocates are connected.
They have become a community.
So have the detractors.
brand
expression
belongingstatus
awareness
(emotional connection)
(adds to personal story)
(adds to world view)
brand
rich media
communityprofessional
quick data
(emotional connection)
(adds to personal story)
(adds to personal value)(adds to world view)
website
YouTubePinterest
InstagramBlogs
FacebookForumsYammer
LinkedInSlideShare
ForumsAssociations
TwitterNews Feed
Blogs
building content
rhythm
rhythm [sets the pace]
rhythmchords
[sets the pace]
rhythmchords
[sets the pace]
[sets the mood]
rhythmchords
melody
[sets the pace]
[sets the mood]
rhythmchords
melody
[sets the pace]
[sets the mood]
[tells the story]
rhythmchords
harmonymelody
[sets the pace]
[sets the mood]
[tells the story]
rhythmchords
harmonymelody
[sets the pace]
[sets the mood]
[tells the story]
[adds complexity]
rhythmchords
harmonymelodysolo
[sets the pace]
[sets the mood]
[tells the story]
[adds complexity]
rhythmchords
harmonymelodysolo
[sets the pace]
[sets the mood]
[tells the story]
[adds complexity]
[adds emphasis and emotion]
frequencyconsistencydiversitynarrative
voice
ATTITUDE APPROACH
ATTITUDE APPROACH
GOALS STRATEGY
ATTITUDE APPROACH
GOALS STRATEGYTACTICS
EXECUTION
many outfits
many outfits
one sense of style
One voice, one vision
One voice, one visionMultiple touch-points
One voice, one visionMultiple touch-points
Managed conversations
One voice, one visionMultiple touch-points
Managed conversationsContinuous metrics
One voice, one visionMultiple touch-points
Managed conversationsContinuous metrics
Break the fourth wall
One voice, one visionMultiple touch-points
Managed conversationsContinuous metrics
Break the fourth wallStories, not updates
Thanks