Your SlideShare is downloading. ×
10 Rules for your Community to Survive a Zombie Attack…
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

10 Rules for your Community to Survive a Zombie Attack…

2,291
views

Published on

I’m a Zombie junkie, if a character looks like a Zombie, I turn into a couch potato. I’ve spent many late nights watching Shaun of the Dead, Dawn of the Dead, The Walking Dead, and my …

I’m a Zombie junkie, if a character looks like a Zombie, I turn into a couch potato. I’ve spent many late nights watching Shaun of the Dead, Dawn of the Dead, The Walking Dead, and my favorite—Zombieland—instead of sleeping.

I think all my Zombie watching has it’s rewards… lighthearted paranoia, killer soundtracks, and rules for survival. Evidently the CDC thinks so too.

In my opinion, Zombieland is the best of the best, a tasty movie (no pun intended) full of humor, zombie killings, and rules to live by. In my twisted mind, I saw brilliance in the survival rules of Zombieland. I also saw a challenge: Can those same rules be applied to community building? Here’s a cherry-picked list of ten “Rules from Zombieland” that I feel fit the bill:


0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,291
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
33
Comments
0
Likes
3
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. @Geno Church | Brains On Fire @WeirdoToys | Justin Gammon10 Rules for your Community to Survive a Zombie Attack…
  • 2. BA CK S TO RYI’m a Zombie junkie, if a character looks like a Zombie, I turn into a couch potato. I’ve spent many late nights watching Shaun of the Dead, Dawn of the Dead, The Walking Dead, and my favorite—Zombieland—instead of sleeping.I think all my Zombie watching has it’s rewards… lighthearted paranoia, killer soundtracks, and rules for survival. Evidently the CDC thinks so too.In my opinion, Zombieland is the best of the best, a tasty movie (no pun intended) full of humor, zombie killings, and rules to live by. In my twisted mind, I saw brilliance in the survival rules of Zombieland. I also saw a challenge: Can those same rules be applied to community building?
  • 3. The original blog post.
  • 4. c ase you haven’ t not iced: In Z OM EoSt! BI h a reIn case you haven’t noticed ZOMBIES are Hot
  • 5. The Walking Dead
  • 6. Works War Z
  • 7. The First zombie film… 1932 White Zombie
  • 8. And my Fav… Zombieland the inspiration for this preso.
  • 9. Meet Justin Gammon design marvel… at Brains On Fire. And Zombie Illustrator
  • 10. Justin Gammon
  • 11. Rule #1: Cardio. Heart Beat -- to me this speaks to the purpose. A community is a collection of people that live in the real world not just in a dot com.
  • 12. R ule #1: Cardio This rule is not PC, basically larger people always die first in a Zombie Apocalypse. Cardio is a good thing, and in the case of community building, cardio is about pacing for the long run, and strengthening the heart and the soul of the community—which are PEOPLE. Cardio is for the health of the community. Having a purpose sets the stage for basic community health, and a healthy heartbeat.This rule is not PC, basically larger people always die first in a Zombie Apocalypse. Cardio is a good thing, and in the case of community building, cardio is about pacing for the long run, and strengthening the heart and the soul of the community—which are PEOPLE.Cardio is what feeds a community, gives it a purpose “the why” of it’s existence.Cardio is for the health of the community. Having a purpose sets the stage for basic community health, giving your community something to do.
  • 13. C ut i t On C ut IT OğSadly we treat communities… and PEOPLE like an on and off switch… We cut it on, we cut it off.You cant cut your heart on and off like a light switch… and you shouldnt be doing the same with the conversations at marketing you build to engage your customers.
  • 14. M a ke tha t an 11!Think volume dial – some times theres static, soft noise, then it gets louder, and sometimes it gets really loud, but your goal is to never let it go quiet, a zero.
  • 15. Maybe together… the brand, employees, customers… can make something magical like turn the volume to an 11.
  • 16. Rule #2: Double Tap. A Double Tap plan starts - with how does one become a member? How many of you are like me and suffer from username and password amnesia?
  • 17. Rule #2: The Dou ble Tap To make sure a Zombie is dead, you double tap (two shots, not just one). How does this relate to community building? It’s about reaching out and doing a double tap. Most of the time companies say, “hello” (at best) and go off to gather more likes, members or customers. Building a community is so much more than a “like.” A Double Tap plan - your community strategy should start with “how does one become a member?”To make sure a Zombie is dead, you double tap (two shots, not just one). How does this relate to community building? It’s about reaching out and doing a double tap. Most of the time companies say, “hello” (at best) and go off to gather more likes, members or customers. Building a community is so much more than a “like.”A Double Tap plan - your community strategy should start with “how does one become a member?”
  • 18. I stumbled onto this white paper years ago… about cults… it got me thinking about how people first make contact with a community.
  • 19. Ask Peo ple to pu t So me Sk in in th e Ga meAsk people to put some skin in the game… refer members, share their "why" they joined, give leadership something to do, become a real hello.
  • 20. One way is a barrier of entry - Fiskars Brand Ambassador Program; The Fiskateers. Has a Barrier of Entry.To become a Fiskateer… you have to click on a Lead Fiskateer, and tell that you want to be a Fiskateer.Guess what, you get a real email back… “that’s great tell me why you want to be a Fiskateer?”Yep, we lose some folks, but it starts a connection… and a human welcome.
  • 21. Rule #5: Noattachments.
  • 22. Rule #5: No attachments.I have a confession… I’m a social mediaagnostic
  • 23. Rule #5: N o Aĭ ac hme nts Here comes my social media agnostic speech. It’s easy to get caught up in having a go-to social media strategy. This rule is about dropping your attachments, finding your customer’s attachments then building what they need.Here comes my social media agnostic speech. It’s easy to get caught up in having a go-to social media strategy. This rule is about dropping your attachments, finding your customer’s attachments then building what they need.
  • 24. vacation for a second. nted Let’s take a mental . Re the trip to Paris you always d vs You’re finally taking dreamed of. After a deli return to the hotel room been stolen. No mor cards. No more passp cious French meal, you to find your bags have e Euros. No more credit ort. After battling the a French police officer, O wne language barrier with you head to the A merican Embassy for help. The Embassy: Your Although you’re on foreign soil, as soon as you r, you’ve found your home Home Away From Home walk through the doo away from home. Embassies are an esta blished presence where interactions, conversatio ns and participation are facilitated by o ne or more ambassadors.Owned vs Rented…The Embassy: Your Home Away from HomeLet’s take a mental vacation for a second. You’re finally taking the trip to Paris you always dreamed of. After a delicious French meal, you return to the hotel room to find your bags have been stolen. No more Euros. No more credit cards. No more passport. After battling the language barrier with a French police officer, youhead to the American Embassy for help. Although you’re on foreign soil, as soon as you walk through the door, you’ve found your home away from home.Embassies are an established presence where interactions, conversations and participation are facilitated by one or more ambassadors.Let’s talk real estate: owned vs. rented
  • 25. We’re going to minute. Think owned real esta talk home turf of community.c for a te. It belongs to om as Owned Some thoughts You have contr you. ol of the conver You decide how sation. and when to bl post a photo. Yo og or u decide how p blog or photo w osting a ill be done. You change the des can ign. You make t It’s a space the he rules. brand controls .Owned: We’re going to talk home turf for a minute. Think of community.com as owned real estate. It belongs to you. You have control of the conversation. You decide how and when to blog or post a photo. You decide how posting a blog or photo will be done. You can change the design. You make the rules. It’s a space thebrand controls.
  • 26. Why are owned pro Control: Owne space where you perties important? d properties provide a can lead, direct and Owned Some thoughts create your conversation Credibility: Adds c redible because it lives on a brand/commun ity connected site. Value back to th e Brand: Because the Brand empowers leade rs and members to have honest, open conversations, they establish a pro-peop le presence founded in transparency.Why are owned properties important?Control: Owned properties provide a space where you can lead, direct and create your conversationCredibility: Adds credible because it lives on a brand/community connected site.Value back to the Brand: Because the Brand empowers leaders and members to have honest, open conversations, they establish a pro-people presence founded in transparency.
  • 27. Ren ted Now let’s talk a bout rented pro realize it, but i perties. You ma f you’re social m y not already renting edia savvy, you all over the pla ’re Twitter, Wordp ce. Facebook, of rented prope ress and YouTu be are all exam ples Some thoughts rties. You can c (i.e. create acc reate “camps” ounts/profiles) properties, but in these rented you’re not in co work. Just like ntrol of how th renting a house ey you can’t paint , if the landlord the walls or ha says the cookie crum ve a dog – that’ bles. The same s how rented online p thing goes for roperties. If Tw to convey your itter says you h message in 140 ave If Facebook cha characters, so b nges their priv e it. don’t have a sa acy policies, yo y in the matter u .Rented: Now let’s talk about rented properties. You may not realize it, but if you’re social media savvy, you’re already renting all over the place. Facebook, Twitter, Wordpress and YouTube are all examples of rented properties. You can create “camps” (i.e. create accounts/profiles) in these rented properties, but you’re not incontrol of how they work. Just like renting a house, if the landlord says you can’t paint the walls or have a dog – that’s how the cookie crumbles. The same thing goes for rented online properties. If Twitter says you have to convey your message in 140 characters, so be it. If Facebook changes their privacy policies, you don’thave a say in the matter.
  • 28. Why are rented pr Rented propertie operties important? s are great way to Ren ted Some thoughts connect. Though yo u may not have all the control, they p rovide an opening in the conversation to r each out to people outside your owne d “home turf” and become a part of their conversations.Why are rented properties important?Rented properties are great way to connect. Though you may not have all the control, they provide an opening in the conversation to reach out to people outside your owned “home turf” and become a part of their conversations.
  • 29. Ren ted So let’s go back to the embassy metaphor. Your owned pro perty (commun is your homela ity.com) nd. Think of th Some thoughts you create in re e footprints nted spaces (F Twitter) as you acebook, r little embassi like the embass es. Just y in France, yo make the law o u may not f the land, but i little space you n that can represent w stand for. And hat you you can become welcoming plac a e that invites o that rented spa thers in ce to join you.So let’s go back to the embassy metaphor.Your owned property (community.com) is your homeland. Think of the footprints you create in rented spaces (Facebook, Twitter) as your little embassies. Just like the embassy in France, you may not make the law of the land, but in that little space you can represent what you stand for. And you can become a welcomingplace that invites others in that rented space to join you.
  • 30. Rule #8: Get a Kick AssPartner.
  • 31. Rule #8: Get aK ic k Aį PAr tner Just like in buddy cop movies, communities eventually will need a good cop and a bad cop. It’s hard for a brand to be good cop and bad cop. It can make for community bad feelings. I know a certain community manager with the nickname “The Velvet Hammer” given to her by the community. Brand = good cop, Third-Party or Community Manager = gentle, tactful bad cop.Just like in buddy cop movies, communities eventually need a good cop and a bad cop. It’s hard for a brand to be good cop and bad cop. It can make for community bad feelings. I know a certain community manager with the nickname “The Velvet Hammer” given to her by the community. Brand = good cop, Third-Party orCommunity Manager = gentle, tactful bad cop.
  • 32. Community Manag ement is not just Bes tF rie nds ly about being a disc ussion police. The community CM can role in building rel play an important ationships early on g with commenters. r ules aĬ by engagin BFF Baby. T reat your community members as your best friends.Community Management is not just about being a discussion police. The community CM can play an important role in building relationships early on by engaging with commenters.BFF Baby. Treat your community members as your best friends.
  • 33. Rule #16 Opportunity Knocks
  • 34. Rule #16: OĬ or tun ity K no cks Every time the door knocks you answer it, unless, there’s a bloody screaming zombie banging loudly at your door.Every time the door knocks you answer it, unless there’s a bloody, screaming zombie banging loudly at your door.
  • 35. Same thing with co and engagem mmunity content ent. Have a plan for Be com eF ans answering an community m d adding on to your embers’ comments. iggest opportunities of You rF ans This is one of the b you have to build r eal relationships and show tha t you care what your community memb ers think, elevate them by ackn owledging them.Same thing with community content and engagement. Have a plan for answering and adding on to your community members’ comments.This is one of the biggest opportunities you have to build real relationships and show that care what your community members think, elevate them by acknowledging them.
  • 36. Wonderopolis… a wonder a day… builds conversations that become a community
  • 37. Engaging in comments from readers… plants the seeds for community. Conversations people carry around in their lives.online and offline.
  • 38. User-generated Wonder Video -Wood Bat vs Metal Bat
  • 39. Rule #20 It’s a marathon, not a sprint, unless it’s a sprint, thensprint
  • 40. R ule #20: on, am t It’s rin ar ath sp nt, then sprint ot a’s a spri n s it unles Sometimes, you need a kick start and a sprint to get things started. Integrating media that is interesting or surprising can get people clicking.Sometimes, you need a kick start and a sprint to get things started. Integrating media that is interesting or surprising can get people clicking.
  • 41. S PRINT!How we’re launching TinkerNation for Liquid Wrench
  • 42. Animated banner ads that move you to a story… about; tinkering
  • 43. We engaged bloggers from tinkering categories… and ask them to share “why” they tinker.
  • 44. Transparency - of the bloggers.
  • 45. Rule # 30: Pack Your StainStick.
  • 46. Rule #17: P ac kY our St ain St ick Communities are built and powered by people. This means it’s a messy business. Just like surviving a Zombie Apocalypse, you’re probably not going to come out clean. Communities require a lot of blood, sweat and tears. (I happen to think that’s the best part).Communities are built and powered by people. This means it’s a messy business. Just like surviving a Zombie Apocalypse, you’re probably not going to come out clean. Communities require a lot of blood, sweat and tears. (I happen to think that’s the best part).A community is composed of Human Beings not Human Doers. We all have good days and bad days.Having a clear purpose and community mantra puts everyone on the same page. Still, there are people who will go rogue. Having a clear purpose helps the community police itself.
  • 47. th eF Ut ur e osfhould not be your B us in eį y! T ec hn ol ogThe future of your business should not be technology!
  • 48. it should be about Human Beings… we’re not Human Doers.
  • 49. A comm unity is composed of s not Human Doers. P eop le HE Human Being AR ET We all have good d ays and bad days. Having a clear purpose and community m on the same p people who w antra puts ever yone age. Still, there are ill go rogue. Having purpose helps the K iĥ er Aď a clear commu nity police itself.People are the Killer App
  • 50. Rule #29 The Buddy System
  • 51. Rule #29: Th e Bu Ġy Sys tem We join communities to be a part of something, and we all want to be a part of something bigger than ourselves. We also want to connect with like-minded kindred spirits that share the same passion that caused us to join the community in the first place. Communities get stronger as people connect sideways (member-to-member), not just brand- to-member or lead-to-member. Thanks Seth Godin for reminding us of that.We join communities to be a part of something, and we all want to be a part of something bigger than ourselves. We also want to connect with like-minded kindred spirits that share the same passion that caused us to join the community in the first place.Communities get stronger as people connect sideways (member-to-member), not just brand-to-member or lead-to-member. Thanks Seth Godin for reminding us of that.
  • 52. Dribbble
  • 53. A community for Designers… you have to be drafted to get into the community by current members.And yes, its got a basketball theme.
  • 54. Justin shared his are for this preso in all stages of development… to get suggestions. To create a better product.
  • 55. Rule #17: Don’t be a Hero.
  • 56. Rule #17: Do n’ t Be aH er O Too many times we (the brand, the agency) want to be the hero. Folks, the customer is the hero, the advocate is the hero, the volunteer is the hero.Too many times we (the brand, the agency) want to be the hero. Folks, the customer is the hero, the advocate is the hero, the volunteer is the hero.
  • 57. Ama zing thin gs ha ppen W hen Yo uG ive Up owner sh ip!Amazing things happen… When you give up ownership.
  • 58. Meet Scrap Girl and Croppin… Fiskateer SUper Heroes… and they re offline-ers… meaning they don’t post online. But they do empower the brand and the community at local charity events… and they inspire others to be fanactics.
  • 59. Super Hero tool belts… when you become a Fiskateer you get a number… a place in the community, forever.
  • 60. Justice for Children International… had to change their name.
  • 61. The story of a nameless little girl… allows others to join in an share the story.Co-Ownership and an Identity for advocates to abolish child sex slavery.
  • 62. The story of a nameless little girl… allows others to join in an share the story.Co-Ownership and an Identity for advocates to abolish child sex slavery.
  • 63. Rule #32: Enjoy the littlethings.
  • 64. Rule #17: E njo yt he Li ĭl eT hi ngs I know you need ROI, measuring eyeballs and ears, body counting, sales, etc., but a community is comprised of living human beings not zombies. Take the time to talk and listen to your community’s neighbors. Don’t take for granted the people and all the little things that make them care about your brand, your product and your cause.I know you need ROI, measuring eyeballs and ears, body counting, sales, etc., but a community is comprised of living human beings not zombies. Take the time to talk and listen to your community’s neighbors. Don’t take for granted the people and all the little things that make them care about your brand, your product andyour cause.
  • 65. W hat IF… the re was a OM BIE A PO CA LY PS E? ZWhat if… there was a Zombie Apocalypse?
  • 66. W ould YOU h ave real to fall attwee el the R ll ns died io ting psorbraocw? hi tom k on If aWould you have real relationships to fall back on if all the tweeting died tomorrow?
  • 67. the Peop usu for the way you mloove yo for le Faho Be w L OV E TH EM !Be famous for the people who love you for the way you love them.Be lovable. Love your people back.
  • 68. b Ra ( ins! ON F IRE) Presentation by: Geno Church @GenoChurchDesign/Illustration by: Justin Gammon @WeirdoToysBrainsOnFire.com