![Page 1: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/1.jpg)
Sticking the
Feather Connecting Customers in a Connected World Scot McKee, Managing Director, Birddog April. 2012
![Page 2: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/2.jpg)
Connect More Dots Conference, Holland 2012
Presentation for:
![Page 3: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/3.jpg)
Introduction
![Page 4: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/4.jpg)
At the heart of every good story… At the heart of every good brand… …is the customer
Telling the right story
![Page 5: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/5.jpg)
Language barriers Visual disparities Cultural differences
Stories are complicated
![Page 6: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/6.jpg)
English words look like this
Stories are complicated
The world’s strongest �fiber�
![Page 7: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/7.jpg)
French words look like this
Stories are complicated
Le fibre �plus fort �du monde �
![Page 8: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/8.jpg)
American business people look like this
Stories are complicated
![Page 9: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/9.jpg)
German business people look like this
Stories are complicated
![Page 10: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/10.jpg)
The Connected Customer – and a feather up the ass Stories are complicated
Even the way we tell the same story is different
![Page 11: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/11.jpg)
In England to congratulate someone, we say:
Stories are complicated
![Page 12: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/12.jpg)
“Put a feather in your cap”
Stories are complicated
![Page 13: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/13.jpg)
In Holland to congratulate someone, you say:
Stories are complicated
![Page 14: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/14.jpg)
“Stick a feather up your ass” Same story, different customer ‘experience
Stories are complicated
![Page 15: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/15.jpg)
The wider the brand is distributed The harder brand clarity & consistency becomes
Stories are complicated
![Page 16: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/16.jpg)
Luckily, help is at hand: Brand Audience Channels
Key storytelling assets
![Page 17: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/17.jpg)
‘A brand is a perception or collection of perceptions in the mind(s) of an audience(s)’
Use your brand
![Page 18: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/18.jpg)
Your brand is how your audience ‘feels’ about your business/product/service
Use your brand
![Page 19: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/19.jpg)
Brand Values are more than just motivational posters
Use your brand
![Page 20: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/20.jpg)
Brand Values are ‘behavioural’ – implicit in your actions
Use your brand
![Page 21: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/21.jpg)
Brand Values What you ‘do’ has more impact with customers
Use your brand
![Page 22: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/22.jpg)
The hole looks the same if you just keep digging Remember to look up
Know your audience
![Page 23: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/23.jpg)
B2B brands no longer have a single customer Customers (plural) stretch across value chains
Know your audience
![Page 24: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/24.jpg)
The differences are unique to them But the commonality is unique to you
Know your audience
![Page 25: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/25.jpg)
Actually, the highest common value is you
Know your audience
![Page 26: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/26.jpg)
Your brand is what connects your audience(s)
Know your audience
![Page 27: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/27.jpg)
The challenge is to ensure they’re talking to you Not just about you
Know your audience
![Page 28: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/28.jpg)
Every engagement reinforces the brand across connected networks and communities
Know your audience
![Page 29: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/29.jpg)
Think deeper and wider Look for the ‘share’ opportunities
Know your audience
![Page 30: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/30.jpg)
You no longer just sell a product to a buyer You engage connected communities
Know your audience
![Page 31: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/31.jpg)
Your brand: Creates conversation Facilitates discussion Enables connections Extends networks Leads opinion …connects more dots
Know your audience
![Page 32: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/32.jpg)
And that’s before you start your day job
Know your audience
![Page 33: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/33.jpg)
There are the customers you ‘know’
Know your audience
![Page 34: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/34.jpg)
There are the customers you ‘know about’
Know your audience
![Page 35: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/35.jpg)
And then… …there are ‘the crazies’
Know your audience
![Page 36: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/36.jpg)
They know all about you, because they’re crazy
Know your audience
![Page 37: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/37.jpg)
Here’s a typical (and familiar…) example The ‘Turnerminator’
Know your audience
![Page 38: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/38.jpg)
We know quite a lot about the Turnerminator
Know your audience
![Page 39: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/39.jpg)
Mainly, we know he likes hammocks
Know your audience
![Page 40: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/40.jpg)
You can tell he’s crazy because he has a knife
Know your audience
![Page 41: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/41.jpg)
And he goes to places like this… for fun
Know your audience
![Page 42: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/42.jpg)
This is where he sleeps (yes, in a hammock)
Know your audience
![Page 43: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/43.jpg)
This is where he cooks and the crap he eats
Know your audience
![Page 44: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/44.jpg)
These are his crazy friends
Know your audience
![Page 45: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/45.jpg)
And do you know what he loves? What he really, really *loves*…?
Know your audience
![Page 46: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/46.jpg)
What he loves more than his knife…?
Know your audience
![Page 47: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/47.jpg)
What he loves more than screwing holes in ice?
Know your audience
![Page 48: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/48.jpg)
And possibly even more than scaring children?
Know your audience
![Page 49: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/49.jpg)
He loves Dyneema®
Know your audience
![Page 50: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/50.jpg)
He loved the lightweight strength of Dyneema® So he carried a roll on his trip…
Know your audience
![Page 51: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/51.jpg)
And turned it into a sled to haul his pack
Know your audience
![Page 52: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/52.jpg)
I know all this… Because he told the world, online The important questions are: Were you listening? And can you connect the dots?
Know your audience
![Page 53: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/53.jpg)
And what about ‘DarthDude’ in Malaysia?
Know your audience
![Page 54: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/54.jpg)
Mad as a box of frogs
Know your audience
![Page 55: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/55.jpg)
Here’s the big moment…
Know your audience
![Page 56: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/56.jpg)
Yay! Lift-off… or splashdown. (Whatevs.)
Know your audience
![Page 57: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/57.jpg)
What does DarthDude attribute his success to?
Know your audience
![Page 58: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/58.jpg)
To Dyneema®
Know your audience
![Page 59: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/59.jpg)
Even virtual crazies use virtual Dyneema®
Know your audience
![Page 60: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/60.jpg)
Underwater crazies use Dyneema® to ‘fly’
Know your audience
![Page 61: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/61.jpg)
Tree cutting crazies discuss Dyneema® with all their treetop friends
Know your audience
![Page 62: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/62.jpg)
Your customers are no longer just ‘businesses’
Know your audience
![Page 63: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/63.jpg)
They are communities that *love* your product
Know your audience
![Page 64: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/64.jpg)
But they need your *brand* to connect the dots
Know your audience
![Page 65: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/65.jpg)
In the past, we used advertising to connect, but customers no longer want to be ‘told’
Changing channels
![Page 66: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/66.jpg)
Traditional advertising isn’t working
Changing channels
![Page 67: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/67.jpg)
In 2005, ad revenues fell off a cliff It’s also when social media exploded
Changing channels
![Page 68: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/68.jpg)
A decade later, revenues are sill in decline Traditional comms have regressed 60yrs
Changing channels
![Page 69: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/69.jpg)
The only increased circulation - Wall St. Journal
Changing channels
![Page 70: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/70.jpg)
Because it connected with customers… online
Changing channels
![Page 71: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/71.jpg)
So the audience has moved online To connect, brands need to move with them
Changing channels
![Page 72: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/72.jpg)
By connecting within customer communities
Changing channels
![Page 73: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/73.jpg)
But organisations are scared of Social Media…
Changing channels
![Page 74: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/74.jpg)
So by playing safe, the emotional connection between brand and customer is lost
Changing channels
![Page 75: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/75.jpg)
And yet the main opportunity of social media is emotional connection
Changing channels
![Page 76: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/76.jpg)
Remember that emotions come from people, not places or brands And people in social places, connect like this…
Changing channels
![Page 77: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/77.jpg)
This is Prycie
Changing channels
![Page 78: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/78.jpg)
Prycie wanted to know my ‘fav animal’
Changing channels
![Page 79: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/79.jpg)
The giraffe had been taken
Changing channels
![Page 80: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/80.jpg)
But the Pushmepullyou hadn’t…
Changing channels
![Page 81: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/81.jpg)
So Prycie sent me a left-handed drawing
Changing channels
![Page 82: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/82.jpg)
She explained why she was practicing drawing
Changing channels
![Page 83: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/83.jpg)
And shared the early ‘limited editions’…
Changing channels
![Page 84: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/84.jpg)
I liked my picture so much, I blogged about it
Changing channels
![Page 85: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/85.jpg)
And sent my blog to Prycie
Changing channels
![Page 86: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/86.jpg)
She was pleased, and told her whole network
Changing channels
![Page 87: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/87.jpg)
Prycie was really quite… emotional
Changing channels
![Page 88: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/88.jpg)
So she told all her Facebook friends too
Changing channels
![Page 89: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/89.jpg)
I don’t know Prycie We’ve never met The conversation wasn’t ‘work’ But connecting your brand to customers isn’t always ‘work’
Changing channels
![Page 90: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/90.jpg)
I know this, because I know what happened in the 1 minute 30 secs after my blog post…
Changing channels
![Page 91: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/91.jpg)
28 hits in 30 seconds…
Changing channels
47 hits in 45 seconds…
![Page 92: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/92.jpg)
119 hits in 90 seconds
Changing channels
![Page 93: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/93.jpg)
I know where they came from…
Changing channels
![Page 94: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/94.jpg)
… what they looked like, and what they said
Changing channels
![Page 95: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/95.jpg)
That was the first 1 mins. 30 secs. But it didn’t stop there
Changing channels
![Page 96: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/96.jpg)
A connected network keeps connecting
Changing channels
![Page 97: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/97.jpg)
It may appear unconnected, but all roads lead to the brand And revenue
Changing channels
![Page 98: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/98.jpg)
I have Prycie, you have the crazies… It’s probably fair
Changing channels
![Page 99: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/99.jpg)
Put the customer at the heart of your story Stories are complicated so simplify them Use your brand values to guide you Know your (connected) audience
To end at the beginning
![Page 100: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/100.jpg)
Think deeper and wider about communities Listen, learn, connect Emotions come from people Connecting emotion to brands creates revenue
To end at the beginning
![Page 101: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/101.jpg)
Thank you (and be social…)
Scot McKee
![Page 102: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/102.jpg)
http://www.birddog.co.uk http://www.slideshare.net/birddogb2b http://www.youtube.com/user/BirddogB2B https://twitter.com/#!/BirddogB2B https://twitter.com/#!/scotmckee http://is.gd/mckeebooks Photo Credit: http://www.freedigitalphotos.net
Further Resources
![Page 103: Sticking the Feather - Connecting Customers in a Connected World - Scot McKee](https://reader033.vdocument.in/reader033/viewer/2022052822/554f06a3b4c90547648b52ab/html5/thumbnails/103.jpg)
© 2012 Birddog Ltd. 58 Parker Street, Covent Garden, London WC2B 5PZ / +44 (0)20 7323 6666 / www.birddog.co.uk / [email protected]
Change Happens
Scot McKee, Managing Director @scotmckee