Clever presentation title
How building a community is like
      dating a pretty girl




            Saul Colt – Head of ...
My name is…..
…and I am the…




Head of Magic at
A little about me
[Might as well start off
   with an apology]
[Should probably add
 another apology here
       as well]
So why am I here today?
To explain how building a
community is like dating a pretty
              girl!
The Dictionary says….


   Community is a social group of
    any size whose members share a
common characteristic or inte...
So why are
      Communities important?
•   Can provide you with input
•   Make brands human
•   Cheerlead for brands
•   ...
So how do you build a
     community?
In the 50’s people knew
     their customers!
4 E’s
•Execute
•Extraordinary
•Experiences
•Everyday
“To really know what is going on
within your community you have
to read the entire Internet every
           single day!”
...
Web 2.0 lets you go back to
           that!
So how is this like dating?
For the rest of this day think of your
product or service as ……
So how is this like dating?
… and think of your community
as……
Life Cycle of Dating

    • Introduction
     • Attraction
      • Courting
       • Dating
        • Love
Introduction
Introductions can come from anywhere
• Friends/referrals
• Advertising
• WOM
• Etc
• Etc
• etc
Attraction
No one really knows how attraction works
 and why some people like one think over
   the other..kinda like how ...
Courting/Dating
Or doing nice things!
Courting/Dating
Or doing nice things!
Love
The goal is to get here…
Why?
• Love spreads fast
• People love to be in Love and
  Love to see people in Love
• Love is infectious
• People talk a...
Speaking of
                   Twitter



Warning – something shameless coming in the next slide
Audience Participation!
1. Log onto Twitter on your phone or laptop.
2. [All the women in the room tweet] “OMG I
   just m...
So how do you get to Love?
• Treat her well and you will be rewarded
• Keep her interested
• Show her you care and show he...
So in the words of Heavy D




 “now that we found love, what are
      we gonna do…with it?
Do Interesting Things!
Shower your community
     with Cereal
See your
Results in
Real time!
Doing this stuff takes
time and effort but…

But Love is worth it
…and so is the time you spend
   with your community!
…so in
 closing
and this is even more super important

• Building communities is like making love to
  customers can never ever ever be a ...
Any Questions?
How Building Communities are like Dating a Pretty Girl!
How Building Communities are like Dating a Pretty Girl!
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How Building Communities are like Dating a Pretty Girl!

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Here are the slides I whipped up for a talk I gave at the Red Wire (www.redwirenation.com) Wired Wednesday #wiredwedto called "How Building Communities are like dating a pretty girl" I also have a video of this talk that is available for viewing on my website www.saulcolt.com

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How Building Communities are like Dating a Pretty Girl!

  1. 1. Clever presentation title How building a community is like dating a pretty girl Saul Colt – Head of Magic April 1st/09 – Wired Wednesday Toronto
  2. 2. My name is…..
  3. 3. …and I am the… Head of Magic at
  4. 4. A little about me
  5. 5. [Might as well start off with an apology]
  6. 6. [Should probably add another apology here as well]
  7. 7. So why am I here today?
  8. 8. To explain how building a community is like dating a pretty girl!
  9. 9. The Dictionary says…. Community is a social group of any size whose members share a common characteristic or interest and are perceived as distinct in some respect from the larger society
  10. 10. So why are Communities important? • Can provide you with input • Make brands human • Cheerlead for brands • You have one already if you know it or not, so why not join the fun!
  11. 11. So how do you build a community?
  12. 12. In the 50’s people knew their customers!
  13. 13. 4 E’s •Execute •Extraordinary •Experiences •Everyday
  14. 14. “To really know what is going on within your community you have to read the entire Internet every single day!” -Saul Colt, April 1st, 2009
  15. 15. Web 2.0 lets you go back to that!
  16. 16. So how is this like dating? For the rest of this day think of your product or service as ……
  17. 17. So how is this like dating? … and think of your community as……
  18. 18. Life Cycle of Dating • Introduction • Attraction • Courting • Dating • Love
  19. 19. Introduction Introductions can come from anywhere • Friends/referrals • Advertising • WOM • Etc • Etc • etc
  20. 20. Attraction No one really knows how attraction works and why some people like one think over the other..kinda like how there are…. …but few people like them both!
  21. 21. Courting/Dating Or doing nice things!
  22. 22. Courting/Dating Or doing nice things!
  23. 23. Love The goal is to get here…
  24. 24. Why? • Love spreads fast • People love to be in Love and Love to see people in Love • Love is infectious • People talk about love • People Tweet about love and start conversations
  25. 25. Speaking of Twitter Warning – something shameless coming in the next slide
  26. 26. Audience Participation! 1. Log onto Twitter on your phone or laptop. 2. [All the women in the room tweet] “OMG I just made out with @SaulColt and it was surprisingly good” 3. [All the men in the room tweet] “OMG I just made out with @SaulColt and it was surprisingly good” 4. Feel good because you just helped build up the myth of “saul”
  27. 27. So how do you get to Love? • Treat her well and you will be rewarded • Keep her interested • Show her you care and show her what you are up to! • Handsome is not a substitute for personality • Handsome does not make you popular • You will have to sometimes deal with jealousy
  28. 28. So in the words of Heavy D “now that we found love, what are we gonna do…with it?
  29. 29. Do Interesting Things!
  30. 30. Shower your community with Cereal
  31. 31. See your Results in Real time!
  32. 32. Doing this stuff takes time and effort but… But Love is worth it
  33. 33. …and so is the time you spend with your community!
  34. 34. …so in closing
  35. 35. and this is even more super important • Building communities is like making love to customers can never ever ever be a campaign. • Building communities will deliver incredible ROI but it can’t be tracked the traditional way. • These initiatives need to be done in-house and can’t be given to an agency. • This is a foundation of a sexy WOM campaign – Live the 4 E’s
  36. 36. Any Questions?

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