The Meaning of Place: Keynote Address from CIVSA 2015
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Transcript of The Meaning of Place: Keynote Address from CIVSA 2015
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twitter: @kateo @koinsights#civsa2015
Presented by Kate O’Neill
The Meaning of Place
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twitter: @kateo @koinsights#civsa2015
[imagine a picture
of me in college.]
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twitter: @kateo @koinsights#civsa2015
“Home and Wandering.”
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twitter: @kateo @koinsights#civsa2015
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twitter: @kateo @koinsights#civsa2015
What does a place mean?
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twitter: @kateo @koinsights#civsa2015
What do I mean by “meaning”?
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twitter: @kateo @koinsights#civsa2015
Let’s back up.
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twitter: @kateo @koinsights#civsa2015
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twitter: @kateo @koinsights#civsa2015
My work has always been about relevance and meaningful
experiences.language:
the vehicle of meaning.how we convey
intent and significance.
the Web / Internet:how we capture
and transmit knowledge globally
data:how we model
what is potentially meaningful
marketing: how we understand
what has value to whom in what context,
and influence intentthrough alignment
and relevance
experiences
human understanding
meaning
relevance
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twitter: @kateo @koinsights#civsa2015
speaker intent message
listener takeaway
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twitter: @kateo @koinsights#civsa2015
speaker intent message
listener takeaway
shared understanding
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twitter: @kateo @koinsights#civsa2015
context
speaker intent message
listener takeaway
shared understanding
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twitter: @kateo @koinsights#civsa2015
…back to "Home and Wandering"
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twitter: @kateo @koinsights#civsa2015
(pho
togr
aph
cred
it: Fl
ickr
use
r Z
ol87
)
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twitter: @kateo @koinsights#civsa2015
planned center of town
(image source w
ww
.cnuil.org)
my first childhood
home
my second childhood
home
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twitter: @kateo @koinsights#civsa2015
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twitter: @kateo @koinsights#civsa2015 Maybe “home” is
where you are empowered to
create your own experiences.
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twitter: @kateo @koinsights#civsa2015
Why do we "wander" or travel?
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twitter: @kateo @koinsights#civsa2015
Why do we* encourage students to leave home?
* “we” as a society, I mean
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twitter: @kateo @koinsights#civsa2015
"how very college of you"
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twitter: @kateo @koinsights#civsa2015 Maybe we
“wander” or leave home
to be jarred into seeing ourselves.
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twitter: @kateo @koinsights#civsa2015
“We travel, initially, to lose ourselves; and we travel, next, to find ourselves. … And we travel, in essence, to become young fools again — to slow time down and get taken in, and fall in love once more.”
― Pico Iyer
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twitter: @kateo @koinsights#civsa2015
So to make people want to “wander”
towards your place…
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twitter: @kateo @koinsights#civsa2015
Help people see themselves
there.
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twitter: @kateo @koinsights#civsa2015
To make people feel at “home” there…
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twitter: @kateo @koinsights#civsa2015
Help people feel empowered to
create their own experiences.
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twitter: @kateo @koinsights#civsa2015
Part of the meaning of place is…
in how empowered we feel to create our
experiences.
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twitter: @kateo @koinsights#civsa2015
How can we architect meaningful
experiences without being contrived?
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twitter: @kateo @koinsights#civsa2015
Distill everything about a place,
its identity, culture, etc.
down to an essence.
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twitter: @kateo @koinsights#civsa2015
By the way…Digital experience should
not impede physical experience
It should empower it
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twitter: @kateo @koinsights#civsa2015
Metaphor, Significance and symbolism: what
does a thing signify?
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twitter: @kateo @koinsights#civsa2015
How to distill a brand's essence without being
reductive or overly simplistic
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twitter: @kateo @koinsights#civsa2015
Let’s look right here: at Nashville.
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twitter: @kateo @koinsights#civsa2015
(pho
togr
aph
cred
it: w
ww
.nas
hville
reco
very
.com
)
The Flood of 2010
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twitter: @kateo @koinsights#civsa2015
(imag
e cr
edit:
ABC
Stu
dios
/ am
azon
.com
)
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twitter: @kateo @koinsights#civsa2015
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twitter: @kateo @koinsights#civsa2015
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twitter: @kateo @koinsights#civsa2015
How do you promote something with so
many stories?
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twitter: @kateo @koinsights#civsa2015 Build on
recognizable truths.
And a bit of mythology.
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twitter: @kateo @koinsights#civsa2015
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twitter: @kateo @koinsights#civsa2015
Meaning is relative and contextual.
And it’s inseparable from
relevance.
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twitter: @kateo @koinsights#civsa2015
Part of the meaning of place is…
in the stories we collectively tell
about it.
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twitter: @kateo @koinsights#civsa2015
How do you get it across to someone what a place could MEAN to THEM?
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twitter: @kateo @koinsights#civsa2015
Sign up for our upcoming webinar with promo code CIVSA for 20% off: “Meaningful Stories” bit.ly/mgflstories
June 30
Want more help with brand storytelling?
![Page 45: The Meaning of Place: Keynote Address from CIVSA 2015](https://reader034.fdocuments.net/reader034/viewer/2022042716/55b6dc3bbb61eb12598b4601/html5/thumbnails/45.jpg)
twitter: @kateo @koinsights#civsa2015
Take inventory of your stories.
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twitter: @kateo @koinsights#civsa2015
Identify your prompts.
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twitter: @kateo @koinsights#civsa2015
“Never let the facts get in the way of a
good story.”— Mark Twain
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twitter: @kateo @koinsights#civsa2015
“Never let the facts get in the way of a
good story.”— Mark Twain
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twitter: @kateo @koinsights#civsa2015
“Get your facts first, and then you can distort them as much as you please.”
— Mark Twain
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twitter: @kateo @koinsights#civsa2015
“The difference between comedy and tragedy is
where you stop telling the story.”
— Neil Gaiman
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twitter: @kateo @koinsights#civsa2015
context
speaker intent message
listener takeaway
shared understanding
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twitter: @kateo @koinsights#civsa2015
Community is meaning writ large.
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twitter: @kateo @koinsights#civsa2015
Part of the meaning of place is…
in the community we create there.
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twitter: @kateo @koinsights#civsa2015
For a college campus
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twitter: @kateo @koinsights#civsa2015
For a city like Nashville
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twitter: @kateo @koinsights#civsa2015
For a conference like this.
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twitter: @kateo @koinsights#civsa2015 The Meaning of Place:
‣ is in how empowered we feel to create our own experiences there.
‣ is in the stories we collectively tell about it.
‣ is in the community we create there.
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twitter: @kateo @koinsights#civsa2015
thank you!
Facebook: /kateoneillpage
LinkedIn: /kateoneill
Twitter: @kateo
connect with me here:
Image credit: Robbie Quinn (http://robbiequinnphotography.com/)
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twitter: @kateo @koinsights#civsa2015
What questions do you have?
Twitter: @kateo
Facebook: /kateoneillpage
LinkedIn: /kateoneill
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twitter: @kateo @koinsights#civsa2015
Sign up for our upcoming webinar with promo code CIVSA for 20% off: “Meaningful Stories” bit.ly/mgflstories
June 30
Want help with brand storytelling?
Don’t forget!
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