THE ART           ofconversation• GET LAI D AND WIN AWARDS •BY PAT LAW REPRESENTING GOODSTUPH
What I Really DoWhat my mum thinks I do    What my partner thinks I do   What my clients think I doWhat bloggers think I d...
Follow me at @patlaw. :)!
Ask a question:#SMDayNairobi
1. We make brands social.2. We Find Tribes. And their leaders.3. We make tribe leaders fall in lovewith our brands. Over t...
Our GOODSTUPH
SO WHAT HAPPENED?
1998Google was born.The name was an accident. It wasa typo on the first cheque from aninvestor who couldn’t spell“Googol”
2001WIKIPEDIA was born.19% of Wikipedia users holdMasters degrees.
2003LINKEDIN was born.There are 1 million new users onLinkedin every 12 days or 1 user persecond.
2003Myspace was born.YES THEY Are still alive.And you can log in using FacebookConnect.
2005YOUTUBE was born.The most viewed music video onYouTube of all time, unfortunately, isJustin Bieber’s Baby, featuringLu...
2006Facebook OPENS TO ALL.TODAY, Coca-Cola has more fans thanthe entire population in Canada.
2006Twitter was born.In 2010, over 25 billion tweets weresent on Twitter. 50% were probablyfrom @justinbieber’s fans.
2009Pinterest was born.Pinterest is now the third mostpopular network in US in terms oftraffic, with 10.4 million users an...
2010INSTAGRAM was born.80 million users to date. Over 4 billionphotos uploaded, or about 5 millionphotos per day.
TRADITIONALADVERTISING     =   I tell youSocial MediaMARKETING 1.0   =   THEY tell youSocial MediaMARKETING 2.0           ...
?                   ?     what is    social     intelligence
According to Wikipedia:The ability to understand and manage men andwomen, boys and girls, to act wisely in humanrelations.!
According to me:Your ability to mindf**k.!
Am I good looking?
Your face has character.!
Am I fat?
You have curves that will make
Jennifer Lopez blush.!
Do you not agree with me?
What your Agency really wantsto say...No bitch, I donʼt.!
What your Agency ends upsaying...I get where youʼre coming from. We can do sowith your suggestion, brilliant one, by the w...
1. SHOW UNDERSTANDING. Entertain THE INSECURITY FIRST.I get where youʼre coming from. We can do sowith your suggestion, br...
Five       5   classic bullshit           we are guilty of.
1       Half truths.    “I did not have sexual relations with that    woman, Miss Lewinsky”
    
    Bill Clinton!
2       Thank-to-brag.    “Dear customers, thank you for making us    the number 1 brand in the world.”
    
    Brand X!
3   One-hit wonder.    “Those arenʼt really customers. They    purchased our products as a one-off”.
    
    Client!
One-offs, not counted.Customers/ writers/ singers/ painters/actors. !One-offs, counted.Murderers/ thieves/ terrorists.!
4   The Viral Request.    “We need a viral campaign, one that    spreads like wildfire!”
    
    Client/ Agency/ That idio...
Why did I share it?• Humour: Itʼs funny

• Relevance: I feel the pain

• Disruptive: Itʼs not another ad with acar driving...
If you need pre-seeding, youridea is probably not awesome ortimely enough.!
5   The 360 campaign.    “We need a 360 campaign that covers all    touch points”
    
    Client/ Agency/ That idiotic pl...
Is your target audienceconsuming all touch points?
Creating a social currency$$$$$$$$$$
According to Wikipedia:The extent to which people share the brandas part of their everyday social lives at workor at home.!
According to me:Itʼs that thing that you use to:

1. Be liked
2. Be loved
3. Be respected
                BECAUSE4. Be rem...
Examples of social currencies       Be liked                  Be respected• A joke
                    • A piece of knowle...
Over 200,000 unique views in 5 days50% of all bags sold a day before its official launch David Marshall’s kids contacted u...
Creatingstoriesonline,fromOffline.
The Power Without The TowerHP Z1 Workstation
I don’t care.Is it better without the tower?Why would I read your brochure again?Not a mac.
Architects      ANIMATORS       DESIGNERS       PHOTOGRAPHERS   Videographers
CREATIVE BUILDERS
BUILD THE ENVIRONMENT THAT        INSPIRES YOU.
IN SUMMARY1   Create    conversations,    not headlines.    2: Be relevant.three ego   Feed the
Questions?THE ENDPat Law Founder, GOODSTUPH           Twitter: patlaw
  Blog: blankanvas.bypatlaw.com
    Email: pat@goods...
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
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The Art of Conversation - presented by Pat Law from GOODSTUPH

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Pat Law's presentation during the Social Media Day Nairobi, organized by Squad Digital.

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The Art of Conversation - presented by Pat Law from GOODSTUPH

  1. 1. THE ART ofconversation• GET LAI D AND WIN AWARDS •BY PAT LAW REPRESENTING GOODSTUPH
  2. 2. What I Really DoWhat my mum thinks I do What my partner thinks I do What my clients think I doWhat bloggers think I do What I think I do What I really do
  3. 3. Follow me at @patlaw. :)!
  4. 4. Ask a question:#SMDayNairobi
  5. 5. 1. We make brands social.2. We Find Tribes. And their leaders.3. We make tribe leaders fall in lovewith our brands. Over time.
  6. 6. Our GOODSTUPH
  7. 7. SO WHAT HAPPENED?
  8. 8. 1998Google was born.The name was an accident. It wasa typo on the first cheque from aninvestor who couldn’t spell“Googol”
  9. 9. 2001WIKIPEDIA was born.19% of Wikipedia users holdMasters degrees.
  10. 10. 2003LINKEDIN was born.There are 1 million new users onLinkedin every 12 days or 1 user persecond.
  11. 11. 2003Myspace was born.YES THEY Are still alive.And you can log in using FacebookConnect.
  12. 12. 2005YOUTUBE was born.The most viewed music video onYouTube of all time, unfortunately, isJustin Bieber’s Baby, featuringLudacris.
  13. 13. 2006Facebook OPENS TO ALL.TODAY, Coca-Cola has more fans thanthe entire population in Canada.
  14. 14. 2006Twitter was born.In 2010, over 25 billion tweets weresent on Twitter. 50% were probablyfrom @justinbieber’s fans.
  15. 15. 2009Pinterest was born.Pinterest is now the third mostpopular network in US in terms oftraffic, with 10.4 million users and adaily growth of 145%.80% of Pinterest users are female.
  16. 16. 2010INSTAGRAM was born.80 million users to date. Over 4 billionphotos uploaded, or about 5 millionphotos per day.
  17. 17. TRADITIONALADVERTISING = I tell youSocial MediaMARKETING 1.0 = THEY tell youSocial MediaMARKETING 2.0 = TALK LIKE FRIENDS
  18. 18. ? ? what is social intelligence
  19. 19. According to Wikipedia:The ability to understand and manage men andwomen, boys and girls, to act wisely in humanrelations.!
  20. 20. According to me:Your ability to mindf**k.!
  21. 21. Am I good looking?
  22. 22. Your face has character.!
  23. 23. Am I fat?
  24. 24. You have curves that will make
Jennifer Lopez blush.!
  25. 25. Do you not agree with me?
  26. 26. What your Agency really wantsto say...No bitch, I donʼt.!
  27. 27. What your Agency ends upsaying...I get where youʼre coming from. We can do sowith your suggestion, brilliant one, by the way. 

But just to ensure weʼre on the same page, I doneed to confirm with my production departmentif there are any implications pertaining to yoursuggestion, and if so, if thereʼs any incrementalcost to be incurred.!
  28. 28. 1. SHOW UNDERSTANDING. Entertain THE INSECURITY FIRST.I get where youʼre coming from. We can do sowith your suggestion, brilliant one, by the way. 

 2. Feed the ego
But just to ensure weʼre on the same page, I doneed to confirm with my production department 

 3. Don’t play bad cop. Blame someone else. if there are any implications pertaining to your suggestion, and if so, if thereʼs any incremental cost to be incurred.! 4. Say no without saying no. Make him/ her say no by playing up the biggest decision making Factor.
  29. 29. Five 5 classic bullshit we are guilty of.
  30. 30. 1 Half truths. “I did not have sexual relations with that woman, Miss Lewinsky”
 
 Bill Clinton!
  31. 31. 2 Thank-to-brag. “Dear customers, thank you for making us the number 1 brand in the world.”
 
 Brand X!
  32. 32. 3 One-hit wonder. “Those arenʼt really customers. They purchased our products as a one-off”.
 
 Client!
  33. 33. One-offs, not counted.Customers/ writers/ singers/ painters/actors. !One-offs, counted.Murderers/ thieves/ terrorists.!
  34. 34. 4 The Viral Request. “We need a viral campaign, one that spreads like wildfire!”
 
 Client/ Agency/ That idiotic planner who does nothing but google for venn diagrams!
  35. 35. Why did I share it?• Humour: Itʼs funny

• Relevance: I feel the pain

• Disruptive: Itʼs not another ad with acar driving down a cliff with a hot girl in it!
  36. 36. If you need pre-seeding, youridea is probably not awesome ortimely enough.!
  37. 37. 5 The 360 campaign. “We need a 360 campaign that covers all touch points”
 
 Client/ Agency/ That idiotic planner who does nothing but google for venn diagrams!
  38. 38. Is your target audienceconsuming all touch points?
  39. 39. Creating a social currency$$$$$$$$$$
  40. 40. According to Wikipedia:The extent to which people share the brandas part of their everyday social lives at workor at home.!
  41. 41. According to me:Itʼs that thing that you use to:

1. Be liked
2. Be loved
3. Be respected
 BECAUSE4. Be remembered! YOU HAVE AN EGO!
  42. 42. Examples of social currencies Be liked Be respected• A joke
 • A piece of knowledge• A piece of gossip
 shared
• An opinion about • A little something notsomething people feel for! everyone have
 • Endorsement from “higher authority”!
  43. 43. Over 200,000 unique views in 5 days50% of all bags sold a day before its official launch David Marshall’s kids contacted us for the bags!
  44. 44. Creatingstoriesonline,fromOffline.
  45. 45. The Power Without The TowerHP Z1 Workstation
  46. 46. I don’t care.Is it better without the tower?Why would I read your brochure again?Not a mac.
  47. 47. Architects ANIMATORS DESIGNERS PHOTOGRAPHERS Videographers
  48. 48. CREATIVE BUILDERS
  49. 49. BUILD THE ENVIRONMENT THAT INSPIRES YOU.
  50. 50. IN SUMMARY1 Create conversations, not headlines. 2: Be relevant.three ego Feed the
  51. 51. Questions?THE ENDPat Law Founder, GOODSTUPH Twitter: patlaw
 Blog: blankanvas.bypatlaw.com
 Email: pat@goodstuph.org
 Skype: patlaw07
 Website: www.goodstuph.org"

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