Date post: | 22-Oct-2014 |
Category: |
Business |
View: | 644 times |
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Let’s Get Real:How and Why Your Organization and Clients
Must Communicate AuthenticallyToday or Suffer the Consequences
#iabchr10#iabcgetreal
Real or not?
Real or not?
Real or not?
Takeaway # 1
• It’s hard to tell what’s real any more. Sometimes, the “fake” is more authentic than what’s real.
#iabchr10
#iabcgetreal
Why it matters
• “Authenticity is the benchmark against which all brands are measured.”— John Grant, The New Marketing Manifesto
Why it matters
• “If you can fake authenticity, the rest will take care of itself.”
— Seth Godin, Permission Marketing
Why it matters
• “If you can fake authenticity, the rest will take care of itself.”
— Seth Godin, Permission Marketing
Authenticity: What it means
• Your story isrooted in fact
Authenticity: What it means
• Your story isshared by a fluent storyteller
Authenticity: What it means
• You continuallyread youraudience toensure you’reconnected
Authenticity: What it means
• Rick Dias, Chief Operating Officer at Thermos,“cited blogger commentary as the leading cause of their decision to change the plastic again, to a mixture that is a bit more pliable but is not quite as heat tolerant.”
— Z Recommends consumer research blog
Takeaway #2
• An authentic story is rooted in fact, shared by a fluent storyteller and continually adjusted to resonate with your audience.
#iabchr10#iabcgetreal
Authenticity: Why it matters
Authenticity: Why it matters• United Breaks Guitars
QuickTime™ and a decompressor
are needed to see this picture.
Authenticity: Why it matters• Too many more examples to name . . .
Takeaway #3• On the Internet, no
one knows you’rea dog. But they knowif you’re dishonestand they will punishyou for it.
#iabchr10#iabcgetreal
Authenticity: How to get it• "Always be a first-rate
version of yourself,instead of a second-rateversion of somebody else.”
— Judy Garland
Authenticity: Assess yourself!• You are who you are, not who you claim
to be.
• ‘As part of that effort,Volvo will try to searchfor "a clear definitionof what the brand stands for," theGerman-born Mr. Jacoby said.’
Assess yourself? How?• Remember? Rooted in fact.• A method: The Five Burning Questions
Assess yourself? How?1. Business purpose• It’s not all about the money
Assess yourself? How?2. Market need/opportunity• It’s not about you. It’s about your
customer. It’s about both of you together.
Assess yourself? How?3. Position• Fill in the blank: Are you Hertz, or are
you . . .
Assess yourself? How?4. Communication channels and
methods• Are you “reading your audience?”
Assess yourself? How?5. Message and
call to action• Are you engaging
your audience?
Takeaway #4• Authenticity means going to market with
a story of who you are, not who you want to be.
#iabchr10
#iabcgetreal
So who are you anyway?• The importance of an authentic
archetype
Why it matters• Reaching the “old brain”
Why it matters• Reaching the “old brain”
Why it matters• Our old brains struggle in a new world
How you do it• Adapt old, authentic archetypes
How you do it• Create new, authentic archetypes
Takeaway #5: Your payoff• “Stories create connections for people.
Stories create the emotional context people need to locate themselves in a larger experience.”
— Scott Bedbury, Brandstream(formerly led Nike and Starbucks marketing)
#iabchr10#iabcgetreal
Some tools for you• Five Burning Questions Assessment
Some tools for you• Mapping your authentic story
Some tools for you• Charting your authentic story plot
Authenticity and social media• Truth or consequences in 140 characters
Authenticity and social media• Truth or consequences in 140 characters
Takeaway #6• For social media success, you must first
be authentic, or you will learn the meaning of #epicfail.
#iabchr10
#iabcgetreal
Thank you!Paul Furiga, ABC
President
WordWrite Communications LLC
10475 Perry Highway Suite 104
Wexford, PA 15090-9213http://card.ly/wordwritepr
http://www.linkedin.com/in/paulfuriga
http://www.twitter.com/paulfuriga