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