Let’s Get Real:
How and Why Your Organization and Clients
Must Communicate Authentically
Today or Suffer the Consequences
...
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...
Why it matters
• “Authenticity is the benchmark against
which all brands are measured.”
— John Grant, The New Marketing Ma...
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...
Takeaway #2
• An authentic story is rooted in fact,
shared by a fluent storyteller and
continually adjusted to resonate wi...
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 i...
Authenticity: How to get it
• "Always be a first-rate
version of yourself,
instead of a second-rate
version of somebody el...
Authenticity: Assess yourself!
• You are who you are, not who you claim
to be.
• ‘As part of that effort,
Volvo will try t...
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
to...
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
#iabcgetre...
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 loc...
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...
Thank you!
Paul Furiga, ABC
President
WordWrite Communications LLC
10475 Perry Highway Suite 104
Wexford, PA 15090-9213
ht...
Upcoming SlideShare
Loading in …5
×

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

712 views

Published on

WordWrite President and CEO Paul Furiga presented this at the 2010 IABC Heritage Region Conference in Philadelphia, Pa.

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
712
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • jokes don't work when they're lies to Terry Gross at NPR
  • Let’s Get Real: How and Why Your Organization and Clients Must Communicate Authentically Today or Suffer the Consequences

    1. 1. Let’s Get Real: How and Why Your Organization and Clients Must Communicate Authentically Today or Suffer the Consequences #iabchr10 #iabcgetreal
    2. 2. Real or not?
    3. 3. Real or not?
    4. 4. Real or not?
    5. 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. 6. Why it matters • “Authenticity is the benchmark against which all brands are measured.” — John Grant, The New Marketing Manifesto
    7. 7. Why it matters • “If you can fake authenticity, the rest will take care of itself.” — Seth Godin, Permission Marketing
    8. 8. Why it matters • “If you can fake authenticity, the rest will take care of itself.” — Seth Godin, Permission Marketing
    9. 9. Authenticity: What it means • Your story is rooted in fact
    10. 10. Authenticity: What it means • Your story is shared by a fluent storyteller
    11. 11. Authenticity: What it means • You continually read your audience to ensure you’re connected
    12. 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. 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
    14. 14. Authenticity: Why it matters
    15. 15. Authenticity: Why it matters • United Breaks Guitars QuickTime™ and a decompressor are needed to see this picture.
    16. 16. Authenticity: Why it matters • Too many more examples to name . . .
    17. 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. 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. 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. 20. Assess yourself? How? • Remember? Rooted in fact. • A method: The Five Burning Questions
    21. 21. Assess yourself? How? 1. Business purpose • It’s not all about the money
    22. 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. 23. Assess yourself? How? 3. Position • Fill in the blank: Are you Hertz, or are you . . .
    24. 24. Assess yourself? How? 4. Communication channels and methods • Are you “reading your audience?”
    25. 25. Assess yourself? How? 5. Message and call to action • Are you engaging your audience?
    26. 26. Takeaway #4 • Authenticity means going to market with a story of who you are, not who you want to be. #iabchr10 #iabcgetreal
    27. 27. So who are you anyway? • The importance of an authentic archetype
    28. 28. Why it matters • Reaching the “old brain”
    29. 29. Why it matters • Reaching the “old brain”
    30. 30. Why it matters • Our old brains struggle in a new world
    31. 31. How you do it • Adapt old, authentic archetypes
    32. 32. How you do it • Create new, authentic archetypes
    33. 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. 34. Some tools for you • Five Burning Questions Assessment
    35. 35. Some tools for you • Mapping your authentic story
    36. 36. Some tools for you • Charting your authentic story plot
    37. 37. Authenticity and social media • Truth or consequences in 140 characters
    38. 38. Authenticity and social media • Truth or consequences in 140 characters
    39. 39. Takeaway #6 • For social media success, you must first be authentic, or you will learn the meaning of #epicfail. #iabchr10 #iabcgetreal
    40. 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

    ×