Bryan Kramer - H2H Secrets to Making Things Crowdworthy, CSWGlobal14

• 1.#H2H @bryankramer Human to Human #H2H: The Secret to Making Ideas Crowdworthy @bryankramer #H2H

2. #H2H @bryankramer There is no more B2B or B2C. Its H2H: Human to Human. 3. #H2H @bryankramer Context Simplicity Empathy Imperfection 4. #H2H @bryankramer 5. #H2H @bryankramer What is a crowd? As humans, we see ourselves as having membership or non-membership in various social groups Based on the personal values and morals of a human, they will identify as a member or non-member of an ambiguous crowd. Source: Social identity theory on Wikipedia 6. #H2H @bryankramer Sharing. Going viral. Word of mouth. Why do crowds make things catch on? 7. #H2H @bryankramer 8. #H2H @bryankramer The Social Stadium The idea is the disturbance Social channels are the medium 9. #H2H @bryankramer dark delightful Disruption has 2 sides. 10. #H2H @bryankramer #SFBatkid 11. #H2H @bryankramer 12. #H2H @bryankramer 13. #H2H @bryankramer 14. #H2H @bryankramer The facts. Months of planning 11K volunteers Seeded content Reddit > aggregator sites > 70K Likes two weeks before event Metrics: #SFBatKid Obamas Tweet was RT over 8K times 15. #H2H @bryankramer #AirBnBHV 16. #H2H @bryankramer #AirBnBHV First Short Film Crowdsourced From Vines 17. #H2H @bryankramer The facts. Well organized, not rigid Director, storyboards and media plan, but open to creative interpretation. Made their fans the stars Received over 750 Vines in six days. Metrics: #AirBnBHV 322K views on YouTube. Retweet by Ashton Kutcher to 15M followers. 18. #H2H @bryankramer #WestJetChristmas 19. #H2H @bryankramer #WestJetChristmas 20. #H2H @bryankramer Seed Tweet Social validation including # of views doubled engagement 21. #H2H @bryankramer The facts. Simple concept How do we show our guests we care? Made it authentic 175 WestJet employees, 250 passengers Metrics: #WestJetChristmas 35M views and 1000% increase in subscribers on YouTube. Over 1M shares on Mashable a new record. 22. #H2H @bryankramer Secret #1 Have a simple human concept. 23. #H2H @bryankramer Secret #2 Have a structured plan. 24. #H2H @bryankramer Secret #3 Apply the rules of Improv. 25. #H2H @bryankramer Secret #4 Invite people to the party. 26. #H2H @bryankramer Business does not have emotion. Humans do. Humans need to connect with something bigger than themselves. Humans just want to be included. Just speak Human to Human: #H2H 27. #H2H @bryankramer Thank you! www.bryankramer.com #H2H /bryankramer @bryankramer /bryanjkramer 28. #H2H @bryankramer