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Social currency fuels bravery and creativity

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Geoffrey Hantson, Executive Creative Director, Duval Guillaume
#DMC2014

Published in: Marketing
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Social currency fuels bravery and creativity

  1. 1. SOCIAL CURRENCY FUELS BRAVENESS AND CREATIVITY
  2. 2. TWITTER @geoffreyhantson
  3. 3. WHAT IS SOCIAL CURRENCY?
  4. 4. BEFORE: 80% CONTROL TODAY: 70% NO CONTROL
  5. 5. CONTROL NO CONTROL MAINLY ONE-­‐WAY COMMUNICATION MAINLY INFLUENCING, DIRECTING AND/OR STARTING CONVERSATION
  6. 6. CONTROL NO CONTROL STORYTELLING GIVING A STORY TO TELL
  7. 7. CONTROL NO CONTROL TRUST ENGAGE BRAND EQUITY SOCIAL CURRENCY
  8. 8. BUILD BRAND STORIES. ENABLE BRAND STORIES TO BE TOLD
  9. 9. INVENT A SOCIAL OBJECT
  10. 10. A SOCIAL OBJECT CAN BE ANYTHING
  11. 11. IT TAKES COURAGE AND CREATIVITY TO PROVOKE A CONVERSATION
  12. 12. 1 CONVERSATION IS UNPREDICTABLE
  13. 13. 1 CONVERSATION IS UNPREDICTABLE 2 THERE’S NO KEY TO SUCCES
  14. 14. 1 PROVOKE
  15. 15. 1 PROVOKE 2 SURPRISE
  16. 16. 1 PROVOKE 2 SURPRISE 3 RELEVANT
  17. 17. 1 PROVOKE 2 SURPRISE 3 RELEVANT 4 REAL EMOTIONS
  18. 18. 1 PROVOKE 2 SURPRISE 3 RELEVANT 4 REAL EMOTIONS 5 WOW!
  19. 19. THE BIGGEST RISK IS NO RISK.
  20. 20. THANK YOU.
  21. 21. THANK YOU.

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