SMC Gville May 2010


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Aaron Von Frank's May 2010 presentation at Social Media Club Greenville

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SMC Gville May 2010

  1. 1. The story behind…<br />1<br />
  2. 2. 5 Things To Discuss<br />1. Who Am I? <br />2. What Was Google On Main & How Did It Happen?<br />3. Why Did It Work (& Stories From 3 Volunteers)? <br />4. What’s Coming Next? <br />5. Q & A <br />2<br />If you’re still awake.<br />
  3. 3. 1. Who Am I?  <br />3<br />
  4. 4. 2. What Was Google On Main & How Did It Happen? <br />Profanity/inappropriate language will be blacked out to make this presentation safe for children<br />and to protect the guilty.<br />4<br />
  5. 5. 5<br />February 22<br />27 Daysuntil Google On Main!<br />It all started innocently enough: The<br />Swamp Fox, John Warner, calls a <br />meeting to discuss the Fiber in his diet. <br />Yeah. Not sure what this has to do with Google, but what the heck… .<br />Hey, it’s the InnoVenture and Swamp Fox guy! <br />
  6. 6. John creates a Google Doc spreadsheet for <br />everyone to add thoughts and comments to. The idea <br />that becomes Google On Main is born (proof of US<br />citizenship below):<br />6<br />February 28<br />21 Daysuntil Google On Main!<br />
  7. 7. 7<br />March 3<br />17 Daysuntil Google On Main!<br />And 2 days before TEDxGreenville- yikes!<br />I call a meeting of the<br />community outreach team to<br />Orange Coat International <br />Headquarters (pictured on left)<br />Glow sticks would be cool!<br />You’re f***ing crazy!<br />Google sites & services! <br />We Are Feeling Lucky! <br />
  8. 8. 8<br />March 5<br />15 Daysuntil Google On Main!<br />March 6<br />14 Daysuntil Google On Main!<br />Day of Rest<br />It’s a bed. It’s for decoration..<br />Hey, what the heck is that thing! <br />
  9. 9. 9<br />March 7<br />13 Daysuntil Google On Main!<br />Few Small Problems To Overcome: <br />No public announcement/zero public awareness, <br />No website or social media presence,<br />No money, no permission, no insurance, <br />Etc, etc. Oh yeah, did I mention etc? <br />You’re f***ing crazy..<br />No prob. Just get me some coffee. <br />
  10. 10. First draft of website, facebook page, twitter hashtags, YouTube channel go public,<br />First SM interactions take place,<br />10<br />March 8<br />12 Daysuntil Google On Main!<br />"well, I may not actually make it there that night, but I'll send emissaries! good luck Greenville! <3“ -Monica Munoz-Turres<br />"So cool! Wish I could be there!" -Amber Osborne <br />"Of course I will be there!  And bringing friends- many many friends!" -Kym Petrie <br />"We can't make it sorry...have two prior commitments that night" <br />-Dick Carlson <br />
  11. 11. 11<br />March 9<br />11 Daysuntil Google On Main!<br />Then a few good things started happening: <br />Hundreds of people started pouring on;<br />A little website called Mashable picked us up;<br />People in the community like Victor Chen, Ed Wilmot, & TimTV pointed out <br /> that we should consider using a “greener” glowstick than the fluid-filled ones. <br />Victor found LED powered glowsticks with 6 color settings; <br />I even came up with a final draft of the logo that even Evan @ Orange <br /> Coat liked OK (the one I put out at 5am on Sunday was pretty embarrassing). <br />This logo officially<br />approved by:<br />Evan Tishuk<br />Inspector #: OC01001<br />
  12. 12. Then more media started calling & emailing to <br />cover We Are Feeling Lucky/Google On Main. <br />WYFF, Mashable, Tech Crunch, Fox Carolinas, Business Black Box, ABC, Fast Company, <br />Then we picked up our first sponsor: James <br />Akers, Jr and WOW Realty.<br />12<br />March 10<br />10 Daysuntil Google On Main!<br />
  13. 13. 13<br />March 11<br />9 Daysuntil Google On Main!<br />“It can’t be done.”<br />“That’s impossible.”<br />“I bet you don’t have what it takes to pull that off.”<br />No prob. Get me the coffee..<br />City said it’s impossible for us to do Google On Main.<br />
  14. 14. 14<br />March 11<br />9 Daysuntil Google On Main!<br />This did initially lead to some interesting exchanges between various team members… but then we got it figured out.<br />22222222222<br />
  15. 15. <ul><li>Make sure the city will let us submit permits if we meet their requirements</li></ul>15<br />March 12<br />8 Daysuntil Google On Main!<br />“We’ve got your back.” –Mayor White’s response<br />
  16. 16. 16<br />March 13<br />7 Daysuntil Google On Main!<br /><ul><li>Find an organization to cover the $millions in insurance needs.
  17. 17. Find an organization willing to submit our permits.</li></ul>“Thanks Brenda & Russ!”<br />
  18. 18. 17<br />March 15<br />5 Daysuntil Google On Main!<br /><ul><li>Raise $4,500 in 24 hours to cover costs.
  19. 19. Order port-o-johns and medical personnel. </li></li></ul><li>18<br />March 16<br />4 Daysuntil Google On Main!<br /><ul><li>“Notify” Main Street businesses about Google On Main.</li></ul>“Thanks Jake Knight & Kat Hardaway for getting these promo fliers out to Main St businesses.”<br />“Thanks Kym Petrie for paying for printing costs.”<br />
  20. 20. 19<br />March 17<br />3 Daysuntil Google On Main!<br />We get our official approval for Google On Main@ Falls Park<br />from the City AND the Peace Center grants us access to their<br />Amphitheater. Now we can fully market Google On Main. <br />That’s helpful. Cause we have to get 3x more people in 3 days.<br />
  21. 21. I order my first helicopter (little nervous that Visa fraud<br />alert didn’t call about this- or the 2,200 glow sticks for<br />that matter). <br />We also release our Google On <br />Main “Instructional Video.” <br />20<br />March 18<br />2 Daysuntil Google On Main!<br />
  22. 22. The volunteers & organizers do a dry run at the park. <br />TIC Properties emails me back to say they’ll try to get<br />their lights turned on/off to do what we need.<br />21<br />March 19<br />1 Dayuntil Google On Main!<br />
  23. 23. 2,200 people start coming out to play. Minor problems: <br />We’re missing sign in sheets & the volunteer who was supposed to print them.<br />We can’t hear Falls Park & they can’t hear Peace Center. <br />Text messages say encouraging things such as, “No cops are here,” “oh s*** park is still full of people,” “We’re not ready yet. Stall.” <br />22<br />March 20<br />0 Daysuntil Google On Main!<br />Everything is going according to plan- sort of. Well…<br />
  24. 24. 23<br />“Welcome to Greenville, South Carolina.”<br />March 20<br />0 Daysuntil Google On Main!<br />
  25. 25. 24<br />March 21<br />1 DaysinceGoogle On Main!<br />Mike Bergen from (our helicopter<br />photographer) delivers the bad news…<br />
  26. 26. 25<br />March 21<br />1 DaysinceGoogle On Main!<br />
  27. 27. Part 3 – Why Did It Work: Top 5 Reasons<br />Message: We, Not Me– Never, Ever<br />Focused Competition: Our Tribe is Better Than Your Tribe & We Have 2 Weeks to Prove It<br />Ice Cream Shop: Something for Everybody <br />Wow Factor: Purple Cow... erGlowsticks<br />Greenville: Special City, Special People (and amazing team) <br />26<br />
  28. 28. 27<br />Part 4 – What’s Next?<br />Is it possible for Greenville to fully <br />understand, harness, and replicate<br />what happened on March 20, 2010? <br />Please tell us it’s impossible. <br />
  29. 29. Part 5 – Question & AnswerThanks for your support & attendance.Thanks Trey & SMC for the invitation to share our message.<br />28<br />