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Let’s Get Real:
How and Why Your Organization and Clients
Must Communicate Authentically
Today or Suffer the Consequences
#iabchr10
#iabcgetreal
Real or not?
Real or not?
Real or not?
Takeaway # 1
• It’s hard to tell what’s real any more.
Sometimes, the “fake” is more authentic
than what’s real.
#iabchr10
#iabcgetreal
Why it matters
• “Authenticity is the benchmark against
which all brands are measured.”
— John Grant, The New Marketing Manifesto
Why it matters
• “If you can fake authenticity, the rest will
take care of itself.”
— Seth Godin, Permission Marketing
Why it matters
• “If you can fake authenticity, the rest will
take care of itself.”
— Seth Godin, Permission Marketing
Authenticity: What it means
• Your story is
rooted in fact
Authenticity: What it means
• Your story is
shared by a fluent
storyteller
Authenticity: What it means
• You continually
read your
audience to
ensure you’re
connected
Authenticity: What it means
• Rick Dias, Chief Operating Officer at
Thermos,“cited blogger commentary as
the leading cause of their decision to
change the plastic again, to a mixture
that is a bit more pliable but is not quite
as heat tolerant.”
— Z Recommends consumer research blog
Takeaway #2
• An authentic story is rooted in fact,
shared by a fluent storyteller and
continually adjusted to resonate with
your audience.
#iabchr10
#iabcgetreal
Authenticity: Why it matters
Authenticity: Why it matters
• United Breaks Guitars
QuickTime™ and a
decompressor
are needed to see this picture.
Authenticity: Why it matters
• Too many more examples to name . . .
Takeaway #3
• On the Internet, no
one knows you’re
a dog. But they know
if you’re dishonest
and they will punish
you for it.
#iabchr10
#iabcgetreal
Authenticity: How to get it
• "Always be a first-rate
version of yourself,
instead of a second-rate
version of somebody else.”
— Judy Garland
Authenticity: Assess yourself!
• You are who you are, not who you claim
to be.
• ‘As part of that effort,
Volvo will try to search
for "a clear definition
of what the brand stands for," the
German-born Mr. Jacoby said.’
Assess yourself? How?
• Remember? Rooted in fact.
• A method: The Five Burning Questions
Assess yourself? How?
1. Business purpose
• It’s not all about the money
Assess yourself? How?
2. Market need/opportunity
• It’s not about you. It’s about your
customer. It’s about both of you
together.
Assess yourself? How?
3. Position
• Fill in the blank: Are you Hertz, or are
you . . .
Assess yourself? How?
4. Communication channels and
methods
• Are you “reading your audience?”
Assess yourself? How?
5. Message and
call to action
• Are you engaging
your audience?
Takeaway #4
• Authenticity means going to market with
a story of who you are, not who you
want to be.
#iabchr10
#iabcgetreal
So who are you anyway?
• The importance of an authentic
archetype
Why it matters
• Reaching the “old brain”
Why it matters
• Reaching the “old brain”
Why it matters
• Our old brains struggle in a new world
How you do it
• Adapt old, authentic archetypes
How you do it
• Create new, authentic archetypes
Takeaway #5: Your payoff
• “Stories create connections for people.
Stories create the emotional context
people need to locate themselves in a
larger experience.”
— Scott Bedbury, Brandstream
(formerly led Nike and Starbucks marketing)
#iabchr10
#iabcgetreal
Some tools for you
• Five Burning Questions Assessment
Some tools for you
• Mapping your authentic story
Some tools for you
• Charting your authentic story plot
Authenticity and social media
• Truth or consequences in 140
characters
Authenticity and social media
• Truth or consequences in 140
characters
Takeaway #6
• For social media success, you must first
be authentic, or you will learn the
meaning of #epicfail.
#iabchr10
#iabcgetreal
Thank you!
Paul Furiga, ABC
President
WordWrite Communications LLC
10475 Perry Highway Suite 104
Wexford, PA 15090-9213
http://card.ly/wordwritepr
paul.furiga@wordwritepr.com
http://www.linkedin.com/in/paulfuriga
http://www.twitter.com/paulfuriga

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Let’s Get Real: How and Why Your Organization and Clients Must Communicate Authentically Today or Suffer the Consequences

  • 1. Let’s Get Real: How and Why Your Organization and Clients Must Communicate Authentically Today or Suffer the Consequences #iabchr10 #iabcgetreal
  • 5. Takeaway # 1 • It’s hard to tell what’s real any more. Sometimes, the “fake” is more authentic than what’s real. #iabchr10 #iabcgetreal
  • 6. Why it matters • “Authenticity is the benchmark against which all brands are measured.” — John Grant, The New Marketing Manifesto
  • 7. Why it matters • “If you can fake authenticity, the rest will take care of itself.” — Seth Godin, Permission Marketing
  • 8. Why it matters • “If you can fake authenticity, the rest will take care of itself.” — Seth Godin, Permission Marketing
  • 9. Authenticity: What it means • Your story is rooted in fact
  • 10. Authenticity: What it means • Your story is shared by a fluent storyteller
  • 11. Authenticity: What it means • You continually read your audience to ensure you’re connected
  • 12. Authenticity: What it means • Rick Dias, Chief Operating Officer at Thermos,“cited blogger commentary as the leading cause of their decision to change the plastic again, to a mixture that is a bit more pliable but is not quite as heat tolerant.” — Z Recommends consumer research blog
  • 13. Takeaway #2 • An authentic story is rooted in fact, shared by a fluent storyteller and continually adjusted to resonate with your audience. #iabchr10 #iabcgetreal
  • 15. Authenticity: Why it matters • United Breaks Guitars QuickTime™ and a decompressor are needed to see this picture.
  • 16. Authenticity: Why it matters • Too many more examples to name . . .
  • 17. Takeaway #3 • On the Internet, no one knows you’re a dog. But they know if you’re dishonest and they will punish you for it. #iabchr10 #iabcgetreal
  • 18. Authenticity: How to get it • "Always be a first-rate version of yourself, instead of a second-rate version of somebody else.” — Judy Garland
  • 19. Authenticity: Assess yourself! • You are who you are, not who you claim to be. • ‘As part of that effort, Volvo will try to search for "a clear definition of what the brand stands for," the German-born Mr. Jacoby said.’
  • 20. Assess yourself? How? • Remember? Rooted in fact. • A method: The Five Burning Questions
  • 21. Assess yourself? How? 1. Business purpose • It’s not all about the money
  • 22. Assess yourself? How? 2. Market need/opportunity • It’s not about you. It’s about your customer. It’s about both of you together.
  • 23. Assess yourself? How? 3. Position • Fill in the blank: Are you Hertz, or are you . . .
  • 24. Assess yourself? How? 4. Communication channels and methods • Are you “reading your audience?”
  • 25. Assess yourself? How? 5. Message and call to action • Are you engaging your audience?
  • 26. Takeaway #4 • Authenticity means going to market with a story of who you are, not who you want to be. #iabchr10 #iabcgetreal
  • 27. So who are you anyway? • The importance of an authentic archetype
  • 28. Why it matters • Reaching the “old brain”
  • 29. Why it matters • Reaching the “old brain”
  • 30. Why it matters • Our old brains struggle in a new world
  • 31. How you do it • Adapt old, authentic archetypes
  • 32. How you do it • Create new, authentic archetypes
  • 33. Takeaway #5: Your payoff • “Stories create connections for people. Stories create the emotional context people need to locate themselves in a larger experience.” — Scott Bedbury, Brandstream (formerly led Nike and Starbucks marketing) #iabchr10 #iabcgetreal
  • 34. Some tools for you • Five Burning Questions Assessment
  • 35. Some tools for you • Mapping your authentic story
  • 36. Some tools for you • Charting your authentic story plot
  • 37. Authenticity and social media • Truth or consequences in 140 characters
  • 38. Authenticity and social media • Truth or consequences in 140 characters
  • 39. Takeaway #6 • For social media success, you must first be authentic, or you will learn the meaning of #epicfail. #iabchr10 #iabcgetreal
  • 40. Thank you! Paul Furiga, ABC President WordWrite Communications LLC 10475 Perry Highway Suite 104 Wexford, PA 15090-9213 http://card.ly/wordwritepr paul.furiga@wordwritepr.com http://www.linkedin.com/in/paulfuriga http://www.twitter.com/paulfuriga

Editor's Notes

  1. jokes don't work when they're lies to Terry Gross at NPR