INTEGRATE 2016 - Geno Church
Transcript of INTEGRATE 2016 - Geno Church
WELCOME TO THE
BRAVE. NEW. WORLD.
hello #integrate16!@genochurch
CRISISchildhood identity
hey I’m
BATMAN
go speed
RACER
yeah,
SO
ARRR,
MATE
PIRATE DREAMS
MAKE
BELIEVE
HATCHESBATTEN DOWN THE
MAROONED
ISLANDFAR AWAY
SHITSCARY
GUYSSORRY
DAMN SURE
FOR
IT’S THE
MYTHOLOGY
SYMBOLISM
STORIESTHAT GET COLLECTED, SHARED AND ENRICHED BY PEOPLE
WE HAVE A COMMON UNDERSTANDING OF WHAT A PIRATE IS…
WHOEVER TELLS THE BEST STORY WINS!
THE PROBLEM
i can save the day
shiny OBJECTS
people first
start with
follow the LEADER
WOMM HAS A PROBLEM
PRAY POST AND
HASH TAG
TAKEOVERS
WORD OF MOUTH BASICS
WOMM Is any business action that earns a customer recommendation. It is the act of striving to spark, foster and grow authentic relationships between customers and a brand.
Word of Mouth Marketing inspires Word of Mouth.
WOM Is the process of organically talking about, sharing or recommending something.
People driveword of mouth.
People don’t say they like the product because they like the product.
People say they like the product because they like
themselves.
“This product is amazing. You should see what it does.”
“I am amazing. You should see what I can do with it.”
WHAT THEY MEAN:
WHAT THEY SAY:
Behind their authentic recommendation is a feeling about what this product has enabled them to be.
WOM LEADS TO COMMUNITY COMMUNITY happens when people connect with each other and come together around a shared interest, passion, cause or product. Building and growing community brings Word of Mouth to life.
COMMUNITY
COMMUTINY
TRIBE? ARE WE A MEMBER OF A….
OR ARE WE JUST A MEMBER OF A….
SOCIAL MEDIA CAMPAIGN
TOUCHSTONE A TRIBE BECOMES A
IN OUR LIVES
MATCHMAKING OF PURPOSE
YOURPURPOSE THEIRPURPOSE
VALUESBELIEFSINTERESTSHAPPINESS
COMMUNITYISAN ARCHIVEFORA BRAND’SMYTHOLOGY
ABRANDSMYTHOLOGYLives by becoming a 'Community Mythology' through the stories that get collected and shared and enriched, through People who love a brand and the lifestyle that they associate with the brand.
THESHAREDSHIP
A SHARED SHIP… a “community of people” is built on myths - the stories told by people, common shared ideas and common shared beliefs, bringing people together on the quest for a shared output, a shared fight to make a difference.
TOSPINAYARNWASTOTELLASTORYORTALE
YARNSTAUGHTKNOWLEDGEOFTHESHIP,
SOCIALRELATIONSANDSURVIVAL
THEPOETRYOFTHESEA
TODAY’SYARNTELLER
EVERYDAYCONSUMER
“We define influencers, as everyday consumers who are substantially more likely than the average person to seek out information and to share ideas, and recommendations with other people. They do this both through volunteering their opinions about products and services that they feel passionate about, and by being turned to for their knowledge, advice and insights.”
(RESEARCH SOURCE How to Use Influencers to Drive Word Of Mouth Strategy (Keller Fay, 2016)
Research by Keller Fay, and confirmed by academic research, proves that every-day people have significant value to marketers.
Everyday influencers value has been shown to be four times greater than average consumers.
FANlikes a brand
suports a brand
loves a brand
acts on behalf of a brand
shares on behalf of a brand
ADVOCATE
EVANGELIST
AMBASSADOR
INFLUENCER
THE SHARED SHIP
let’s get
NERDY
Share Information _____________________ Factual Knowledge
Nuts & Bolts Stuff
People engage in Functional conversations about brands to get information needed to make decisions and to better interpret the world around them.
_____________________
Show Distinctiveness Express Individuality
Signal Uniqueness
People engage in Social conversations about brands to impress others, to express uniqueness, and to increase their reputation.
SocialSignaling
_____________________
Love and Hate Shock and Awe Laughs and Cries
Showing Emotions
When we are OVERJOYED, we TELL OTHERS.
When we are DISGUSTED, we TELL OTHERS.
And when we are INDIFFERENT, we DON’T TELL ANYBODY.
Brands are talked about in two conversation channels, the offline channel and the online channel.
Offline conversations are with people in personal, one-on-one situations — making it more appropriate to talk
emotionally about matters.
Online conversations are with people in more public settings like Facebook and Twitter — thus, making it more of
a channel to broadcast our uniqueness, our expert knowledge, and our passions.
LOVE STORY?
wanna hear a
family vacationah, the
moments
courageous moments
discoverymoments
ginormousmoments
alltogethermoments
poopedoutmoments
DON’T WE ALL WISH
SO, WHY NOT?
Hmmmm, shall we count the
REASONS
CONFIDENCEa lack of
FEARjust plain
SHORTAGE
a
of time
to beginHOW & WHERE
not knowing
PACTParent & Child Together Time
GET OUT & GET GOING
CLASSROOMthe usual
CLASS ROOM
the ultimate
TASKto be accomplishednot just a
THE WORLD
give their children
TO DO LIST
not another
POINT THE WAY
inspire, encourage &
WHAT WE DID
STRONG IDENTITY
begin with a
DUG INTO THE SOCIAL SPACES
EXPLORED & UNDERSTOOD
interaction. reactions.
MEANINGFUL CONVERSATION
to the
what is
TIME TOGETHER
spending
GETTING AWAYfrom the stress of daily life
CONQUERING FEARS
TRYING NEW
THINGS
SHARED EXPERIENCES
AUTHENTIC VOICES
SURPRISE & DELIGHT
our solution?
LESSONS LEARNED
a few
ELEVATINGthe small family share
LETTING GO
of pushing content
HEART& SOUL
allow community to be
STAR OF THESHOW
user generated content
WHOPPING RESULTS
we’re seeing some
OVER TWENTY THOUSAND
images & growing
OVER THIRTY MILLION
potential impressions
50STATES
73COUNTRIES
WE’VE DONE
LOTS OF AMAZING
THINGS
ONE LAST STORY
SAY IT AIN’T SO GALI LEO
1609RUMOR MILL…
THE
“I CAN DOBETTER.”
GALILEO SAID…
GOOD ENOUGH?
SAY IT AIN’T SO GALILEO
DO YOU RAISE YOUR TELESCOPE
DO YOU HAVE THE COURAGE
TO LOOK WITH FRESH EYES
CHALLENGE OUR VALUES AND BELIEFS
Ibelievethatwhenyou’reaPirateforGood,(image:youbelieveyourWHYisworthafight.)
WALK THE PLANK OF THE UNKNOWN
OH SHIT
Ibelievethatwhenyou’reaPirateforGood,(image:youbelieveyourWHYisworthafight.)
MUTINY CAN HELP US FIND A TRUTH,
FIND COURAGE, EMBRACE FEAR, SCALE OLD WALLS BUILT TALL
BY PAST FAILURES…
COMMON GOOD
ACTIONS FOR THE
BE A PIRATE FOR GOOD
WELCOME TO THE BRAVE NEW WORLD #integrate16!
@genochurch