Using Improv To Build A
 Genuine Online Brand
     Jeff Moriarty, Sitewire
 Director Social Media Strategy


            @...
Who Is This Guy?
• Sitewire – Directory of Social Media
  Strategy

• Intel Corporation – Community
  Manager, SM evangeli...
What is Improv



                                         • Spontaneous creativity
                                      ...
Blending In
• Crowded field
• Lots of noise
• Indistinct voice
• Lack of plan
image via Don Solo on Flickr
                ...
Improvisational Media

• Genuine
    engagement
• In the moment
• More What If
• Break patterns
image via kevindooley on F...
Craft a Character
                                   • If you donʼt care,
                                      neither do...
Have An Attitude
 • What do you care
    about?
 • Perspective
 • More engaging
 • Create discussion
 • Create loyalty
ima...
Social Sponge
                        • Crowds know the
                                      darndest things
            ...
Yes, and...
• Accept and build
• Add information
• Everythingʼs a gift
• Original solutions
• Pixar
image via di the huntr...
Brand As Character
                                   • Create a character
                                     biography
...
Playing The Game

• Whatʼs the Goal?
• Know the Rules
• Know your Team

image via Stefan on Flickr
                       ...
Be The Straight Man
• Home run needs a
   good pitch
• Success for the team
   or the person?
• Set up the talent
image vi...
Listen to your Team
                   • Honestly listen; not
                                     just waiting to speak
 ...
Playing The Game
• Identify a clear SM
  Plan
• Roles of employees,
  experts, industry
• Interaction between
  team
 imag...
Make a Scene
• Conflict. Conflict.
  Conflict.
• Not: Argument,
  Contradiction
• Establish, Explore,
  Resolve

image via .....
Heighten
                               • Raise the bar or get off
                                     the stage
        ...
Change Roles
                          • Director, Actor
                          • Audience,
                           ...
Telling A Story
                                        • Have a point
                                        • Show, don...
Make a Scene
• Find your brandʼs
  conflict
• Extend otherʼs
  discussions
• Know - and show -
  your story

image via ...-...
Comedy


• The Common Experience
• Comedy = Pain + Distance
• Show me what you laugh at, and Iʼll
   show you who you are
...
STOP PLANNING!




image via vramak on Flickr
                             @jmoriarty   #SMAZ
Stand Out
• Build a plan, but be
  bold
• Create your identity
• Connect with a team
• Walk a path, take
  others with you...
Thank you!

• Email: jmoriarty@sitewire.net
• Twitter: jmoriarty
• improvmedia.net


             @jmoriarty           #SM...
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Using Improv To Build A Genuine Online Brand

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Improvisational acting is a skill actors use to create creative and engaging scenes, but its tenets apply just as well to social media. Put aside the gobbledygook terms and learn some of the basic concepts of improv and how you can use them to build a strong, genuine presence for yourself or your brand.

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  • You’re a drunk tomato who lost his job and can only speak in questions
    Utterly terrifying
    Completely in the moment
    Think on your feet
  • “Bobby, I hear mom coming home!”
    “Who’s that at the door?
    ? = Get under The Bus
    Contribute, move the scene forward
  • “Bobby, I hear mom coming home!”
    “Who’s that at the door?
    ? = Get under The Bus
    Contribute, move the scene forward
  • “Bobby, I hear mom coming home!”
    “Who’s that at the door?
    ? = Get under The Bus
    Contribute, move the scene forward
  • “Bobby, I hear mom coming home!”
    “Who’s that at the door?
    ? = Get under The Bus
    Contribute, move the scene forward
  • “Bobby, I hear mom coming home!”
    “Who’s that at the door?
    ? = Get under The Bus
    Contribute, move the scene forward
  • “Bobby, I hear mom coming home!”
    “Who’s that at the door?
    ? = Get under The Bus
    Contribute, move the scene forward
  • “Bobby, I hear mom coming home!”
    “Who’s that at the door?
    ? = Get under The Bus
    Contribute, move the scene forward
  • Home run needs a good pitch
    Game: Interview
    Success for the team or the person?
    Set up the talent
  • “Bobby, I hear mom coming home!”
    “Who’s that at the door?
    ? = Get under The Bus
    Contribute, move the scene forward
  • Using Improv To Build A Genuine Online Brand

    1. 1. Using Improv To Build A Genuine Online Brand Jeff Moriarty, Sitewire Director Social Media Strategy @jmoriarty #SMAZ
    2. 2. Who Is This Guy? • Sitewire – Directory of Social Media Strategy • Intel Corporation – Community Manager, SM evangelist • Ignite Phoenix – Co-Founder • ImprovAZ – Co-Shenaniganizer • Phoenix Innovation Foundation – Co- Founder @jmoriarty #SMAZ
    3. 3. What is Improv • Spontaneous creativity • Flexible, adaptable, fun image via vancouverfilmschool on Flickr • Character, Game, Scene @jmoriarty #SMAZ
    4. 4. Blending In • Crowded field • Lots of noise • Indistinct voice • Lack of plan image via Don Solo on Flickr @jmoriarty #SMAZ
    5. 5. Improvisational Media • Genuine engagement • In the moment • More What If • Break patterns image via kevindooley on Flickr @jmoriarty #SMAZ
    6. 6. Craft a Character • If you donʼt care, neither do I • Energy, attributes, P.O.V. • Ask an Expert image via rumpleteaser on Flickr @jmoriarty #SMAZ
    7. 7. Have An Attitude • What do you care about? • Perspective • More engaging • Create discussion • Create loyalty image via The Real Darren Stone on Flickr @jmoriarty #SMAZ
    8. 8. Social Sponge • Crowds know the darndest things • Expand outside your comfort zone • Provides context • Unexpected connections image via shioshvili on Flickr @jmoriarty #SMAZ
    9. 9. Yes, and... • Accept and build • Add information • Everythingʼs a gift • Original solutions • Pixar image via di the huntress on Flickr @jmoriarty #SMAZ
    10. 10. Brand As Character • Create a character biography • Visualize as a person • Engage directly image via rumpleteaser on Flickr @jmoriarty #SMAZ
    11. 11. Playing The Game • Whatʼs the Goal? • Know the Rules • Know your Team image via Stefan on Flickr @jmoriarty #SMAZ
    12. 12. Be The Straight Man • Home run needs a good pitch • Success for the team or the person? • Set up the talent image via Alex //Berlin _ as+photography on Flickr @jmoriarty #SMAZ
    13. 13. Listen to your Team • Honestly listen; not just waiting to speak • Trust yourself & your partners • Real response, not just message image via vieux bandit on Flickr • Quoting, referencing @jmoriarty #SMAZ
    14. 14. Playing The Game • Identify a clear SM Plan • Roles of employees, experts, industry • Interaction between team image via Stefan on Flickr @jmoriarty #SMAZ
    15. 15. Make a Scene • Conflict. Conflict. Conflict. • Not: Argument, Contradiction • Establish, Explore, Resolve image via ...-Wink-... on Flickr @jmoriarty #SMAZ
    16. 16. Heighten • Raise the bar or get off the stage • Step, not a destination • Separate from the pack • Incremental risk image via Light Knight on Flickr @jmoriarty #SMAZ
    17. 17. Change Roles • Director, Actor • Audience, Customer • Challenge yourself, counterparts image via Dunechaser on Flickr @jmoriarty #SMAZ
    18. 18. Telling A Story • Have a point • Show, donʼt tell • Include others • Relate to whole scene image via F de Falso on Flickr @jmoriarty #SMAZ
    19. 19. Make a Scene • Find your brandʼs conflict • Extend otherʼs discussions • Know - and show - your story image via ...-Wink-... on Flickr @jmoriarty #SMAZ
    20. 20. Comedy • The Common Experience • Comedy = Pain + Distance • Show me what you laugh at, and Iʼll show you who you are image via puck90 on Flickr @jmoriarty #SMAZ
    21. 21. STOP PLANNING! image via vramak on Flickr @jmoriarty #SMAZ
    22. 22. Stand Out • Build a plan, but be bold • Create your identity • Connect with a team • Walk a path, take others with you image via TYSZKO on Flickr @jmoriarty #SMAZ
    23. 23. Thank you! • Email: jmoriarty@sitewire.net • Twitter: jmoriarty • improvmedia.net @jmoriarty #SMAZ
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