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LOHAS Event: Trends in Social Media

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Room 214 and LOHAS partnered to put on a social media workshop. This presentation by Room 214 co-founder James Clark outlines the fundamental steps to understanding trends in social media and helps …

Room 214 and LOHAS partnered to put on a social media workshop. This presentation by Room 214 co-founder James Clark outlines the fundamental steps to understanding trends in social media and helps guide readers to better learn the digital language.


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  • 1. James ClarkCo-founder, Room 214jclark@room214.com@jamesoclark, @Room_214Trends in Social MediaIntriguing and Inspiring
  • 2. Intriguided By
  • 3. Inspired By
  • 4. Inspired By
  • 5. What? Seriously?Never Given a Challenge They Cant AchieveTons of collaborators ready to help you succeed from Day 1There is an EPIC and inspiring storyReceive Constant FeedbackPhoto Credit: PCgamer.com
  • 6. Mastery at What?Virtuosos of Urgent OptimismVirtuosos of Weaving a Tight Social FabricVirtuosos of Blissful ProductivityVirtuosos of Epic MeaningJane McGonagal, Institute of the Future
  • 7. Exact Traits Needed For
  • 8. What does this have to do withDigital and Social Media?Went From Complicated toComplex Real Fast
  • 9. Social GraphvsInterest Graph
  • 10. SocialGraphVSInterestGraph
  • 11. SocialGraphVSInterestGraphWho I Am To OthersWho I KnowImplicit Relationship toWhat Im Likely to BuyWho I Really AmWhat I Engage WithExplicit Relationship toWhat Im Likely to BuyAssumehole Knowhole
  • 12. BRONIES: Friendship is Magic
  • 13. Help Not SellJay Baer: Youtility
  • 14. Need:Friend of Mind Awareness"You seek to have theprospective customerallow you inside theircircle of trust, whereyou become morethan just a purveyor,but a rather valuableresource."~ Jay Baer
  • 15. Collaborative EconomyJeremiah Owyang
  • 16. Jeremiah Owyang~Altimeter Group"The CollaborativeEconomy is aneconomic modelwhere ownership andaccess are sharedbetween people,startups andcorporations."
  • 17. Need:Two-Way Anytime Platforms
  • 18. Storytelling and thePost Advertising Age
  • 19. www.zeromomentoftruth.com
  • 20. The Consumer is More InformedThan Employees
  • 21. ...and theyre able to easily organize
  • 22. ... likely to step outside of comfort zone
  • 23. ...becauseIn Each Other We Trust
  • 24. The Good News Is...Storytelling Reigns Supreme
  • 25. WHY STORY MATTERSIts the currency everyone is trading onWhen story is strong people naturallywant to be a part of itWhen the story is confusing or lacking emotion,people will stand on the sidelinesStorytelling becomes an invitation into relationshipSource: Michael Margolis, Get Storied
  • 26. STORY IS THE MISSING LINKBETWEENINNOVATION AND MARKETINGINNOVATION DOESNT HAPPEN IN A VACUUM, IT MUST BE:● COMMUNICATED THROUGH A STRATEGIC STORY PEOPLE CANIDENTIFY WITH● MAPPED TO YOUR PAST (ORIGINS), PRESENT (VALUES) ANDFUTURE (ASPIRATIONS)● ALIGNED TO NEEDS OF YOUR AUDIENCE AND THEIR EVOLVINGIDENTITYSource: Michael Margolis, Get Storied
  • 27. WHY MOST INNOVATIONS FAIL● Your audience cant find themselves in the story● Drive for your brands self-validation hijacks the authenticstoryline● There is no story alignment at the leadership of the company● Critical dimension of culture and identity are underestimated● Change is framed as a judgement and repudiation of the past● Promises are not translated into the right experiences, rituals andhabitsSource: Michael Margolis, Get Storied
  • 28. "I had to know and understand myown story before I could listen toand help other people with theirs."-- Barack Obama44th President of the USA
  • 29. BRAND IS STORY
  • 30. Step 1Find the core story at the heart of thebrand to create your story platformSource: turndogmillionaire.com
  • 31. Step 2Create narratives based on that storyand publish across all outlets in weirdand wonderful waysSource: turndogmillionaire.com
  • 32. Step 3Use paid and free media to syndicatethe story to where the applicableaudience will most likely see itSource: turndogmillionaire.com
  • 33. Step 4Content has to trigger at least 1 of 3psychological sharing motivations:EmotionIdentity and Self ExpressionInformationSource: turndogmillionaire.com
  • 34. Step 5Optimize and tag it properly so peoplecan find itSource: turndogmillionaire.com
  • 35. Step 6Fans sustainandparticipate inthe brandstory
  • 36. Understand Your Brand StoryAudience:Who are they?What are their passions?What are their mediahabits: online and off?What channels?Brand:What is the brand about?What is the core brandnarrative?Whats the brands history?Category:Understand the true competitive landscape of yourbrand in the eyes of your busy customers.What can you offer that your customers cant getelsewhere?Whats your competition doing?Photo Credit: Courtney Dudley for WNYCExcerpt from: "How to Crush Your Competitors on Social Media in 30 Days", from HubSpot, Inc.
  • 37. Thank You!@Room_214@jamesoclarkInfo@room214.com

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