How Building Communities are like Dating a Pretty Girl!

Clever presentation title How building a community is like dating a pretty girl Saul Colt – Head of Magic April 1st/09 – Wired Wednesday Toronto

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 interest and are perceived as distinct in some respect from the larger society

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!

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!” -Saul Colt, April 1st, 2009

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 there are…. …but few people like them both!

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 about love • People Tweet about love and start conversations

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 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”

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

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 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

Any Questions?

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How Building Communities are like Dating a Pretty Girl!

by Saul Colt on Apr 02, 2009

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How Building Communities are like Dating a Pretty Girl! — Presentation Transcript