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conversation the art of building communities through dialogue and storytelling { }
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Page 1: Conversations

conversationthe art of building

communities through

dialogue and storytelling{ }

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SILENCE = GOLDEN

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1990: 6 degrees of separation

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2012: 2.8 degrees of separation

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humans are social animals

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we share

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we shareupdates

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we shareupdatesjokes

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we shareanecdotes

updatesjokes

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we share

creations

anecdotesupdates

jokes

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we share

creations

anecdotesupdates

jokes

news

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we share

creations

anecdotesupdates

jokes

blogs

news

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we share

reviews

creations

anecdotesupdates

jokes

blogs

news

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we share

reviews

creations

anecdotesupdates

advice

jokes

blogs

news

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we share

warningsreviews

creations

anecdotesupdates

advice

jokes

blogs

news

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EVERY MINUTE

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EVERY MINUTE

674,000 Facebook updates

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EVERY MINUTE

674,000 Facebook updates

2,000,000 YouTube video views

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EVERY MINUTE

674,000 Facebook updates

202,000,000+ emails

2,000,000 YouTube video views

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EVERY MINUTE

674,000 Facebook updates

202,000,000+ emails

27,000 Tumblr posts

2,000,000 YouTube video views

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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

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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

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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

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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

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the market

for something

to believe in

is

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the market

for something

to believe in

is

infinite

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we are looking for

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we are looking for

connection

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we are looking for

connectionconfirmation

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we are looking for

connection

communityconfirmation

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we are looking for

connection

communitycomrades

confirmation

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we are looking for

connection

communitycomradescomfort

confirmation

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VS

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VStaking a job

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VStaking a job joining a cause

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VScolleagues comrades

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VSpaycheque purpose

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a job

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a jobis a commodity

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a jobis a commoditythat can be sold

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a calling

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a callingis completelydifferent

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Applying this

thinking to a

real problem,

can be a real

problem

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community - a group

of people connected

voluntarily to an idea,

purpose and/or interest

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a brand is a lie we tell ourselves so we can have an

emotional relationship with an inanimate object

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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

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Brands have advocates.

Those advocates are connected.

They have become a community.

So have the detractors.

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brand

expression

belongingstatus

awareness

(emotional connection)

(adds to personal story)

(adds to world view)

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brand

rich media

communityprofessional

quick data

(emotional connection)

(adds to personal story)

(adds to personal value)(adds to world view)

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website

YouTubePinterest

InstagramBlogs

FacebookForumsYammer

LinkedInSlideShare

ForumsAssociations

TwitterNews Feed

Blogs

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building content

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rhythm

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rhythm [sets the pace]

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rhythmchords

[sets the pace]

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rhythmchords

[sets the pace]

[sets the mood]

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rhythmchords

melody

[sets the pace]

[sets the mood]

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rhythmchords

melody

[sets the pace]

[sets the mood]

[tells the story]

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rhythmchords

harmonymelody

[sets the pace]

[sets the mood]

[tells the story]

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rhythmchords

harmonymelody

[sets the pace]

[sets the mood]

[tells the story]

[adds complexity]

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rhythmchords

harmonymelodysolo

[sets the pace]

[sets the mood]

[tells the story]

[adds complexity]

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rhythmchords

harmonymelodysolo

[sets the pace]

[sets the mood]

[tells the story]

[adds complexity]

[adds emphasis and emotion]

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frequencyconsistencydiversitynarrative

voice

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ATTITUDE APPROACH

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ATTITUDE APPROACH

GOALS STRATEGY

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ATTITUDE APPROACH

GOALS STRATEGYTACTICS

EXECUTION

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many outfits

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many outfits

one sense of style

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One voice, one vision

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One voice, one visionMultiple touch-points

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One voice, one visionMultiple touch-points

Managed conversations

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One voice, one visionMultiple touch-points

Managed conversationsContinuous metrics

Page 90: Conversations

One voice, one visionMultiple touch-points

Managed conversationsContinuous metrics

Break the fourth wall

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One voice, one visionMultiple touch-points

Managed conversationsContinuous metrics

Break the fourth wallStories, not updates

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Thanks