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