Mindful Metaphors - Mindful Marketing

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Beware metaphors can have your audience place you in the wrong bucket. …

Beware metaphors can have your audience place you in the wrong bucket.

This deck was made with Haikudeck. I assumed they were a wanna be Slideshare. I'd totally missed the core value - they rock at making simple decks with great images.

They lost me at their branding and metaphor.

They don't CLEARLY communicate that they are an authoring tool.

This is a huge lesson. Are people driving by and missing your wow?

It took a friend to share, recommend and highlight Haikudecks' value prop.

Their metaphors didn't help..

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  • 1. Photo by Kuyan Redman - Creative Commons Attribution-NonCommercial-ShareAlike License http://www.flickr.com/photos/76541731@N06
  • 2. Photo by Alex E. Proimos - Creative Commons Attribution-NonCommercial License http://www.flickr.com/photos/34120957@N04
  • 3. Photo by @jackeliiine - Creative Commons Attribution-NonCommercial-ShareAlike License http://www.flickr.com/photos/38730224@N05
  • 4. Photo by pixel pro photography south africa - Creative Commons Attribution-NonCommercial-ShareAlike License http://www.flickr.com/photos/
  • 5. Photo by marsmet545 - Creative Commons Attribution-NonCommercial-ShareAlike License http://www.flickr.com/photos/79996062@N08
  • 6. Photo by Alyssa L. Miller - Creative Commons Attribution License http://www.flickr.com/photos/34701044@N06
  • 7. Photo by soundman1024 - Creative Commons Attribution License http://www.flickr.com/photos/53941521@N00
  • 8. Photo by WhatDaveSees - Creative Commons Attribution-NonCommercial-ShareAlike License http://www.flickr.com/photos/60506910@N00
  • 9. Photo by Mo Morgan - Creative Commons Attribution-NonCommercial-ShareAlike License http://www.flickr.com/photos/83273330@N00
  • 10. Photo by norbet1 - Creative Commons Attribution-NonCommercial-ShareAlike License http://www.flickr.com/photos/11185080@N03
  • 11. Photo by HVargas - Creative Commons Attribution-ShareAlike License http://www.flickr.com/photos/13492637@N07
  • 12. Photo by marsmet541 - Creative Commons Attribution-NonCommercial-ShareAlike License http://www.flickr.com/photos/63619732@N06
  • 13. Photo by Mark Brannan - Creative Commons Attribution-NonCommercial-ShareAlike License http://www.flickr.com/photos/23403402@N00
  • 14. Photo by mag3737 - Creative Commons Attribution-NonCommercial-ShareAlike License http://www.flickr.com/photos/50318388@N00
  • 15. Photo by jonasginter - Creative Commons Attribution-NonCommercial-ShareAlike License http://www.flickr.com/photos/27017674@N06
  • 16. Photo by Protocol Photography - Creative Commons Attribution-NonCommercial-ShareAlike License http://www.flickr.com/photos/33972384@N07
  • 17. Photo by a virtual unknown - Creative Commons Attribution-NonCommercial-ShareAlike License http://www.flickr.com/photos/28179139@N08
  • 18. Photo by Portland Center Stage - Creative Commons Attribution-NonCommercial License http://www.flickr.com/photos/11509945@N02
  • 19. Photo by Ellieboat - Creative Commons Attribution-NonCommercial-ShareAlike License http://www.flickr.com/photos/51229101@N06
  • 20. Photo by Twistiti - Creative Commons Attribution-NonCommercial License http://www.flickr.com/photos/9390392@N02
  • 21. Photo by Mylla - Creative Commons Attribution-NonCommercial-ShareAlike License http://www.flickr.com/photos/83969782@N00
  • 22. Photo by Jaclyn Auletta - Creative Commons Attribution-NonCommercial-ShareAlike License http://www.flickr.com/photos/53325935@N05
  • 23. Photo by Eleni Zazani - Creative Commons Attribution License http://www.flickr.com/photos/45598251@N05
  • 24. Photo by Roel Wijnants - Creative Commons Attribution-NonCommercial License http://www.flickr.com/photos/76672458@N00
  • 25. Photo by monkeyc.net - Creative Commons Attribution-NonCommercial-ShareAlike License http://www.flickr.com/photos/73584213@N00
  • 26. Photo by Javier Volcan - Creative Commons Attribution-NonCommercial-ShareAlike License http://www.flickr.com/photos/48391269@N00
  • 27. Photo by wanderlasss - Creative Commons Attribution-NonCommercial License http://www.flickr.com/photos/76259435@N00
  • 28. Photo by BenSpark - Creative Commons Attribution-NonCommercial-ShareAlike License http://www.flickr.com/photos/80081080@N00
  • 29. Photo by billifino - Creative Commons Attribution-NonCommercial-ShareAlike License http://www.flickr.com/photos/24649612@N04
  • 30. Photo by @Doug88888 - Creative Commons Attribution-NonCommercial-ShareAlike License http://www.flickr.com/photos/29468339@N02
  • 31. Photo by Slideshow Bruce - Creative Commons Attribution-NonCommercial License http://www.flickr.com/photos/19752067@N00
  • 32. ! Backstory: Be Mindful of metaphors • ! Assumption: Haikudeck is a Slideshare wannabe • Differentiation: Metaphors can grant & deny • Reality: Authoring Tool for Slides • Strength: Finding/crediting images • Lesson: Pick Metaphors with care • Warning: Metaphors can be implied or assumed This deck was made with Haikudeck Photo by notrealistic - Creative Commons Attribution-ShareAlike License http://www.flickr.com/photos/notrealistic/5153362707/
  • 33. Our METAPHOR: LISTS ! LISTLY MAKES LISTS SIMPLER TO CREATE, SHARE & EMBED
  • 34. Listly is Slideshare for Lists
  • 35. istly EXTEND lifeTime value of content (evolving seo) Solo or Collaborative Bookmarking 2 Social curation 3 4 moderated crowd extended lists 1 9 LY IST L 5 embeddable findable Shareable content 6 Simpler Social List Creation 8 7 Twitter Lists Contest platform Social ranking & prioritization ThE SwIsS ArMy KnIfE oF CoNtEnT MaRkEtInG