Using Improv To Build A Genuine Online Brand

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

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

What is Improv • Spontaneous creativity • Flexible, adaptable, fun image via vancouverﬁlmschool on Flickr • Character, Game, Scene @jmoriarty #SMAZ

Blending In • Crowded ﬁeld • Lots of noise • Indistinct voice • Lack of plan image via Don Solo on Flickr @jmoriarty #SMAZ

Improvisational Media • Genuine engagement • In the moment • More What If • Break patterns image via kevindooley on Flickr @jmoriarty #SMAZ

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

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

Social Sponge • Crowds know the darndest things • Expand outside your comfort zone • Provides context • Unexpected connections image via shioshvili on Flickr @jmoriarty #SMAZ

Yes, and... • Accept and build • Add information • Everythingʼs a gift • Original solutions • Pixar image via di the huntress on Flickr @jmoriarty #SMAZ

Brand As Character • Create a character biography • Visualize as a person • Engage directly image via rumpleteaser on Flickr @jmoriarty #SMAZ

Playing The Game • Whatʼs the Goal? • Know the Rules • Know your Team image via Stefan on Flickr @jmoriarty #SMAZ

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

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

Playing The Game • Identify a clear SM Plan • Roles of employees, experts, industry • Interaction between team image via Stefan on Flickr @jmoriarty #SMAZ

Make a Scene • Conflict. Conflict. Conflict. • Not: Argument, Contradiction • Establish, Explore, Resolve image via ...-Wink-... on Flickr @jmoriarty #SMAZ

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

Change Roles • Director, Actor • Audience, Customer • Challenge yourself, counterparts image via Dunechaser on Flickr @jmoriarty #SMAZ

Telling A Story • Have a point • Show, donʼt tell • Include others • Relate to whole scene image via F de Falso on Flickr @jmoriarty #SMAZ

Make a Scene • Find your brandʼs conﬂict • Extend otherʼs discussions • Know - and show - your story image via ...-Wink-... on Flickr @jmoriarty #SMAZ

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

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 image via TYSZKO on Flickr @jmoriarty #SMAZ

Thank you! • Email: jmoriarty@sitewire.net • Twitter: jmoriarty • improvmedia.net @jmoriarty #SMAZ

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Using Improv To Build A Genuine Online Brand

by Jeff Moriarty on Feb 12, 2010

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Using Improv To Build A Genuine Online Brand — Presentation Transcript