American Fraternal Alliance -- Keynote & Breakout
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American Fraternal Alliance -- Keynote & Breakout

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Scott Ginsberg speaks at the annual conference of the American Fraternal Alliance. The keynote speech is about branding, the breakout about joinability.

Scott Ginsberg speaks at the annual conference of the American Fraternal Alliance. The keynote speech is about branding, the breakout about joinability.

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American Fraternal Alliance -- Keynote & Breakout American Fraternal Alliance -- Keynote & Breakout Presentation Transcript

  • Monday, April 18, 2011
  • What do YOU see?Monday, April 18, 2011
  • *What could I do in this moment that would be the exact OPPOSITE of everyone else?Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
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  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • So:Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • I have a commitment and a confession:Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Let me SUGGEST this:Monday, April 18, 2011
  • Monday, April 18, 2011
  • Let me ASK YA this:Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Fortunately:Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Here’s the reality:Monday, April 18, 2011
  • 41Monday, April 18, 2011
  • That’s my reality:Monday, April 18, 2011
  • I don’t know the first thing the fraternal industry.Monday, April 18, 2011
  • Monday, April 18, 2011
  • Here’s what I do know:Monday, April 18, 2011
  • I know what it’s like to feel anonymous.Monday, April 18, 2011
  • I know what it’s like to feel like your size is a disadvantage.Monday, April 18, 2011
  • I know what it’s like to feel like nobody wants to join you.Monday, April 18, 2011
  • What you do, matters.Monday, April 18, 2011
  • You’re not here because your job is to sell insurance.Monday, April 18, 2011
  • Your job is to help people put values in action.Monday, April 18, 2011
  • ‘ It’s not about the nametag.Monday, April 18, 2011
  • 53Monday, April 18, 2011
  • You actually let your son wear a nametag every single day?Monday, April 18, 2011
  • Cool.Monday, April 18, 2011
  • When people bring you their crazy ideas, what’s the first word out of your mouth?Monday, April 18, 2011
  • ‘ It’s not about the nametag.Monday, April 18, 2011
  • Monday, April 18, 2011
  • The real question:Monday, April 18, 2011
  • ‘ What’s your nametag?Monday, April 18, 2011
  • Monday, April 18, 2011
  • Practice.Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
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  • Monday, April 18, 2011
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  • Monday, April 18, 2011
  • Practice.Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Branding is ______________ .Monday, April 18, 2011
  • TEXT your answer in five words or less to Scott’s cell: 314/374-3397 (no sexting you perverts)Monday, April 18, 2011
  • Branding is ______________ . 314/374-3397 (Not kidding about the sexting.)Monday, April 18, 2011
  • We did that for three reasons:Monday, April 18, 2011
  • Monday, April 18, 2011
  • I’m not here because I know branding:Monday, April 18, 2011
  • I’m not here because I teach branding:Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • BRANDING is bringing your humanity to the moment.Monday, April 18, 2011
  • BRANDING is the best, highest version of yourself.Monday, April 18, 2011
  • BRANDING is how people experience you.Monday, April 18, 2011
  • BRANDING is how people experience themselves in relation to you.Monday, April 18, 2011
  • BRANDING is what you’re known for, what you’re known as and what you’re known for knowing.Monday, April 18, 2011
  • Branding is the price of admission.Monday, April 18, 2011
  • Monday, April 18, 2011
  • Having a cool logo.Monday, April 18, 2011
  • Dressing for success.Monday, April 18, 2011
  • Self-serving competitiveness.Monday, April 18, 2011
  • Getting ahead of people and moving up the ladder.Monday, April 18, 2011
  • Delivering an unforgettable, value-added unique selling proposition to stakeholders.Monday, April 18, 2011
  • Integrating a sequence of promises that align with organizational initiatives.Monday, April 18, 2011
  • Forcing people to memorize some empty, trite mission statement.Monday, April 18, 2011
  • Telling everyone you meet how awesome you are.Monday, April 18, 2011
  • Let me SUGGEST this:Monday, April 18, 2011
  • 1. Being different is no longer enough.Monday, April 18, 2011
  • Your brand must offer: purpose driven human uniquenessMonday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Just ask your kids:Monday, April 18, 2011
  • Monday, April 18, 2011
  • different is something you do deliberatelyMonday, April 18, 2011
  • unique is something you are inherentlyMonday, April 18, 2011
  • At my organization, we’re branding our ______________Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • *Is your brand truly unique, or just different?Monday, April 18, 2011
  • 2. Branding comes from imagination, not millions.Monday, April 18, 2011
  • So, you’re small.Monday, April 18, 2011
  • Big deal. Big deal.Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Brands can create millions even if they didn’t take millions to create.Monday, April 18, 2011
  • Sioux City, Iowa (try to contain your excitement)Monday, April 18, 2011
  • Your officeMonday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • “Flying sucks!”Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Don’t back away from perceived negatives.Monday, April 18, 2011
  • Monday, April 18, 2011
  • Small is beautiful.Monday, April 18, 2011
  • Small means you can be honest.Monday, April 18, 2011
  • Small means reinvent in real time.Monday, April 18, 2011
  • Small means you can interact with members directly and humanely.Monday, April 18, 2011
  • Small means you can respond to changing member needs immediately.Monday, April 18, 2011
  • Small means you can preserve the charm and intimacy of connecting personally.Monday, April 18, 2011
  • exerciseMonday, April 18, 2011
  • Small means you can ______________.Monday, April 18, 2011
  • Don’t go for bigness, go for greatness.Monday, April 18, 2011
  • 3. Always retain the emotional connection of your brand.Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Humans are emotional creatures: Not integers, categories or demographics.Monday, April 18, 2011
  • Let me SUGGEST this:Monday, April 18, 2011
  • Capture heartshare.Monday, April 18, 2011
  • Monday, April 18, 2011
  • Heartshare is the level of emotional responsiveness your brand commands.Monday, April 18, 2011
  • Monday, April 18, 2011
  • He didn’t have a plan, he had a dream, and he laid bare his belief.Monday, April 18, 2011
  • Monday, April 18, 2011
  • Figure out the emotion. you’re selling.Monday, April 18, 2011
  • Monday, April 18, 2011
  • If everybody did exactly what you said what would the world look like?Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • If everybody did exactly what you said what would the world look like?Monday, April 18, 2011
  • Capture heartshare.Monday, April 18, 2011
  • When it’s your heart, you don’t have to prove to anybody that you can’t live without it.Monday, April 18, 2011
  • That’s branding.Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
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  • Follow the musicians.Monday, April 18, 2011
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  • Monday, April 18, 2011
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  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • But there’s one thing missing:Monday, April 18, 2011
  • There are no COVER BANDS in the Rock ‘n Roll Hall of Fame.Monday, April 18, 2011
  • Yes, you can always play someone else’s material.Monday, April 18, 2011
  • Even when it seems easier.Monday, April 18, 2011
  • Earn a nice round of applause from the people who matter most.Monday, April 18, 2011
  • Make your own music.Monday, April 18, 2011
  • That’s branding.Monday, April 18, 2011
  • “So, Scott, what do you actually do all day?”Monday, April 18, 2011
  • My job is to be a resource to my audiences and clients.Monday, April 18, 2011
  • Monday, April 18, 2011
  • Author. Speaker. Columnist. Producer. Mobile Host. Mentor. Artist.Monday, April 18, 2011
  • Monday, April 18, 2011
  • Author. Speaker. Columnist. Producer. Mobile Host. Mentor. Artist.Monday, April 18, 2011
  • Author. Speaker. Columnist. Producer. Mobile Host. Mentor. Artist.Monday, April 18, 2011
  • Author. Speaker. Columnist. Producer. Mobile Host. Mentor. Artist.Monday, April 18, 2011
  • Author. Speaker. Columnist. Producer. Mobile Host. Mentor. Artist.Monday, April 18, 2011
  • Author. Speaker. Columnist. Producer. Mobile Host. Mentor. Artist.Monday, April 18, 2011
  • Hey Scott, can I pick your brain sometime?Monday, April 18, 2011
  • Instead:Monday, April 18, 2011
  • Monday, April 18, 2011
  • When I rent your brain, what can I expect?Monday, April 18, 2011
  • Rent Scott’s Brain WHAT WILL BE DIFFERENT IN SO, HERE’S YOUR LIFE AS A BRING AND I’LL IN A WITHOUT AND YOU BUT I’M WHAT THAT RESULT OF THIS ME YOUR: OFFER MY: SPACE OF: ANY: WILL BE: NOT YOUR: MEANS: RELATIONSHIP: • Brand. • Access. • Acceptance. • Agenda-pushing. • Accelerated. • 12-step sponsor. • I place ideas at your feet for • You will develop a daily • Business. • Advice. • Affirmation. • Bullshit. • Challenged. • 24-hour hotline. your consideration. practice. • Career. • Attitude. • Candor. • Cloning. • Clarified. • 411 call. • I will not lead you beyond • You will use writing to solve where I’m living or have your problems, drive your • Challenges. • Counsel. • Comfort. • Excuses. • Disturbed. • 911 dispatch. lived. success and achieve your • Concerns. • Creativity. • Compassion. • Fixing. • Energized. • Accountability partner. objectives. • I’m responsible to you, not • Content. • Ears. • Confidence. • Have-tos. • Enlarged. • Assembly line. responsible for you. • You will have productive • Dilemma. • Energy. • Confidentiality. • Formulas. • Enthused. • Babysitter. • The onus is on you to be dialogues with yourself. • Ideas. • Enthusiasm. • Creativity. • Judgment. • Expanded. • Boss. responsible to the wisdom • You will achieve my level of • Intuitions. • Examples. • Depth. • Musts. • Heard. • Change agent. provided. success without being my • We share the relationship clone. • Questions. • Experiences. • Enthusiasm. • Need-tos. • Infected. • Codependent but you own the results. • You will capture, own and • Roadblocks. • Feedback. • Facilitated discovery. • Prescriptions. • Inspired. • Daily Grind. convert your thoughts into • Will plant a seed and enable • Situation. • Frames. • Flexibility. • Scripts. • Invigorated. • Doormat. others to figure it out on money. • Stuckness. • Honesty. • Fun • Shoulds. • Met where you are. • Easy button. their own over time. • You will brand your own • Uncertainty. • Hope. • Gentle elbowing. • Superimposing. • More aware. • Editor. • You don’t act – you don’t language and turn your • Website. • Humor. • Honesty. • Motivated. • Final authority on life. grow. thoughts into value messages. • What Ifs. • Insight. • Helping and teaching. • Nourished. • Hand-holder. • You don’t ask – you don’t get. • You will accrue a creative • Knowledge. • Humility. • Pushed. • Muse. inventory. • Life lessons. • Imperfection. • Questioned. • Parent. • You drive the deliverables. • You will build an idea • Mistakes. • Insinuation, not imposition. • Refueled. • Pastor. • You must be mentorable factory. and pushable. • Models. • Intimacy. • Reminded. • Permanent leaning post. • You will propel your own • You must fully commit to • Observations. • Laser-like focus. • Renewed. • Physician. momentum by mastering this process. dependence avoidance • Opinions. • Learning. • Stirred. • Problem-solver. • You reach out to me when without be an island. • Passion. • Mutual respect. • Strengthened.` • Rabbi. you have a need. • You will build a DIY kit for • Perspective. • Openness. • Stretched. • Secretary. kicking your own ass. • Philosophy. • Patience. • Thinking differently. • Soul mate. • You will customize litmus • Presence. • Personal growth. • Thinking harder. • Spouse. tests and opportunity filters • Processes. • Playfulness. • Unblocked. • Therapist. for give yourself permission/discernment, • Questions. • Professionalism. • Uncomfortable. • Unlimited advice dispenser. decision-making processes. • Recommendations. • Relaxation. • Unleashed. • You will never be alone in • Reflections. • Reasonable response time. • Unstoppable. this journey. • Reservoir. • Responsive spirit. • You will fall in love with • Resources. • Safety. yourself. • Selfhood. • Specificity. • You will give your river a • Silliness. • Spontaneity. voice. • Sounding board. • Springboard-ness. • You will move your thinking forward. • Stillness. • Timely response. • You will be heard. • Stories. • Timely touchpoints. • You will delete average, • Strength. • Transparency. boring and anonymity out of • Thought process. • Trust. your career. • Time. • Understanding. • Truth. • Verbal mirror. • Wisdom. HELLO, my name is Scott! 7563 Oxford Drive #2S / St. Louis, MO 63105 / scott@hellomynameisscott.comMonday, April 18, 2011
  • Author. Speaker. Columnist. Producer. Mobile Host. Mentor. Artist.Monday, April 18, 2011
  • ‘ What’s your nametag?Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • My job is to be a resource to my audiences and clients.Monday, April 18, 2011
  • Monday, April 18, 2011
  • “Yeah, but what if I’m a cheapskate and don’t want to give you any money?”Monday, April 18, 2011
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  • MeMonday, April 18, 2011
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  • GOODBYE, your name was Scott!Monday, April 18, 2011
  • Monday, April 18, 2011
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  • Monday, April 18, 2011
  • *Is YOUR commitment unquestionable?Monday, April 18, 2011
  • Monday, April 18, 2011
  • Consistency is far better than rare moments of greatness.Monday, April 18, 2011
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  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • What do YOU see?Monday, April 18, 2011
  • Monday, April 18, 2011
  • *If they can’t come up to you, how will they ever get get behind you?Monday, April 18, 2011
  • The Nametag Principle TMMonday, April 18, 2011
  • exerciseMonday, April 18, 2011
  • To be joinable is to be ______________ .Monday, April 18, 2011
  • Most people only get ONE THIRD of the equation...Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • To be approachable is to be three things:Monday, April 18, 2011
  • Monday, April 18, 2011
  • Trustable.Monday, April 18, 2011
  • Buyable.Monday, April 18, 2011
  • Call-back-able.Monday, April 18, 2011
  • Monday, April 18, 2011
  • Relatable.Monday, April 18, 2011
  • Listenable.Monday, April 18, 2011
  • Yessable.Monday, April 18, 2011
  • Monday, April 18, 2011
  • Referable.Monday, April 18, 2011
  • Brandable.Monday, April 18, 2011
  • Follow-up-able.Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Here’s what’s going to happen:Monday, April 18, 2011
  • 1. Demonstrate interest in the person, not just the potential.Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
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  • Thank you nametag!Monday, April 18, 2011
  • Here’s what happened:Monday, April 18, 2011
  • Here’s the question that matters:Monday, April 18, 2011
  • What do you see when you see people?Monday, April 18, 2011
  • Monday, April 18, 2011
  • “I see you.”Monday, April 18, 2011
  • 280Monday, April 18, 2011
  • “We never got lazy with each other.”Monday, April 18, 2011
  • Monday, April 18, 2011
  • *What’s your best practice for making members feel seen?Monday, April 18, 2011
  • 2. Being bought is not enough.Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Good brands are bought, great brands are joined.Monday, April 18, 2011
  • To join a brand is to CONNECT with it on a visceral level.Monday, April 18, 2011
  • To join a brand is to ENGAGE with it on a human level.Monday, April 18, 2011
  • To join a brand is to UNITE with it on a personal level.Monday, April 18, 2011
  • Otherwise people are just giving you money.Monday, April 18, 2011
  • You know what your members want:Monday, April 18, 2011
  • Monday, April 18, 2011
  • Engagement is the only unit of marketing that matters.Monday, April 18, 2011
  • Monday, April 18, 2011
  • I don’t pass them out to make people wear nametags.Monday, April 18, 2011
  • Monday, April 18, 2011
  • What matters is that they join me in that spontaneous moment of human interaction.Monday, April 18, 2011
  • Monday, April 18, 2011
  • An act deepens the emotional connection over time.Monday, April 18, 2011
  • My brand seeks to create: Acts of ________ in moments of _________.Monday, April 18, 2011
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  • Acts of connection in moments of isolation.Monday, April 18, 2011
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  • My brand seeks to create: Acts of ________ in moments of _________.Monday, April 18, 2011
  • 3. Surrender is the new control.Monday, April 18, 2011
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  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Enable members to take your brand into their own hands by openly embracing a fan mentality.Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • This demonstrates: Trust Ownership Vulnerability.Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • *What’s your best practice surrendering control to your members?Monday, April 18, 2011
  • 4. Engagement is more than participation.Monday, April 18, 2011
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  • Don’t make your online efforts a one way street.Monday, April 18, 2011
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  • Interact with people in a way no other organization can touch.Monday, April 18, 2011
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  • Why this thing works:Monday, April 18, 2011
  • It’s fun.Monday, April 18, 2011
  • It’s funny.Monday, April 18, 2011
  • It’s organic.Monday, April 18, 2011
  • It taps into their creative flair.Monday, April 18, 2011
  • It meets them where they are.Monday, April 18, 2011
  • It flips the spotlight.Monday, April 18, 2011
  • It opens a direct channel.Monday, April 18, 2011
  • It provides free research.Monday, April 18, 2011
  • It doesn’t require much thought.Monday, April 18, 2011
  • It introduces an element of intrigue.Monday, April 18, 2011
  • It never has a right or wrong answer.Monday, April 18, 2011
  • It spices up their daily journey, giving them a reason to reengage over and over again.Monday, April 18, 2011
  • It gives people space to express themselves on my platform.Monday, April 18, 2011
  • This type of engagement involves: Risk taking, spontaneity socially supported co-creation.Monday, April 18, 2011
  • *What’s your best practice for helping members express themselves on your online platform?Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • Monday, April 18, 2011
  • What do YOU see?Monday, April 18, 2011
  • You see that face to face is making a comeback.Monday, April 18, 2011
  • You see that being approachable isn’t a function of mindset.Monday, April 18, 2011
  • You see that to engage the people who matter most, you have to treat them like people.Monday, April 18, 2011
  • You see that your humanity is your brand’s greatest competitive advantage.Monday, April 18, 2011
  • What do YOU see?Monday, April 18, 2011