The Art of Building Communities Through Dialogue and Storytelling
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This document discusses the importance of community and conversation in building brands. It notes that people are looking for connection, confirmation and community. Brands can provide a sense of belonging, status and expression for their advocates, who become communities. Effective brand building involves establishing rhythm, voice and narrative across multiple touchpoints like websites, social media and blogs to manage conversations and create emotional connections with continuous feedback.
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The Art of Building Communities Through Dialogue and Storytelling
- 1. conversation the art of building communities through dialogue and storytelling{ }
- 4. 1990: 6 degrees of separation
- 5. 2012: 2.8 degrees of separation
- 6. humans are social animals
- 7. we share
- 18. EVERY MINUTE
- 22. EVERY MINUTE 674,000 Facebook updates 202,000,000+ emails 27,000 Tumblr posts 2,000,000 YouTube video views
- 23. EVERY MINUTE 674,000 Facebook updates 202,000,000+ emails 27,000 Tumblr posts 2,000,000 YouTube video views 48 hours video uploaded to YouTube
- 24. EVERY MINUTE 674,000 Facebook updates 202,000,000+ emails 27,000 Tumblr posts 2,000,000 YouTube video views 48 hours video uploaded to YouTube 3,600 new photos on Instragram
- 25. EVERY MINUTE 674,000 Facebook updates 202,000,000+ emails 27,000 Tumblr posts 2,000,000 YouTube video views 48 hours video uploaded to YouTube 100,000 tweets 3,600 new photos on Instragram
- 26. EVERY MINUTE 674,000 Facebook updates 202,000,000+ emails 27,000 Tumblr posts 2,000,000 YouTube video views 48 hours video uploaded to YouTube 100,000 tweets 47,000 app store downloads 3,600 new photos on Instragram
- 28. the market for something to believe in is
- 29. the market for something to believe in is infinite
- 30. we are looking for
- 31. we are looking for connection
- 32. we are looking for connection confirmation
- 33. we are looking for connection community confirmation
- 34. we are looking for connection community comrades confirmation
- 35. we are looking for connection community comrades comfort confirmation
- 36. VS
- 37. VStaking a job
- 38. VStaking a job joining a cause
- 42. a job
- 43. a job is a commodity
- 44. a job is a commodity that can be sold
- 45. a calling
- 47. Applying this thinking to a real problem, can be a real problem
- 48. community - a group of people connected voluntarily to an idea, purpose and/or interest
- 49. a brand is a lie we tell ourselves so we can have an emotional relationship with an inanimate object
- 50. a brand is the average of all the experiences of a service or product, filtered through an individual’s perception, social graph and personal bias
- 51. Brands have advocates. Those advocates are connected. They have become a community. So have the detractors.
- 55. brand expression belongingstatus awareness (emotional connection) (adds to personal story) (adds to world view)
- 56. brand rich media communityprofessional quick data (emotional connection) (adds to personal story) (adds to personal value)(adds to world view)
- 58. building content
- 59. rhythm
- 60. rhythm [sets the pace]
- 62. rhythm chords [sets the pace] [sets the mood]
- 63. rhythm chords melody [sets the pace] [sets the mood]
- 64. rhythm chords melody [sets the pace] [sets the mood] [tells the story]
- 65. rhythm chords harmony melody [sets the pace] [sets the mood] [tells the story]
- 66. rhythm chords harmony melody [sets the pace] [sets the mood] [tells the story] [adds complexity]
- 67. rhythm chords harmony melody solo [sets the pace] [sets the mood] [tells the story] [adds complexity]
- 68. rhythm chords harmony melody solo [sets the pace] [sets the mood] [tells the story] [adds complexity] [adds emphasis and emotion]
- 77. many outfits
- 78. many outfits one sense of style
- 86. One voice, one vision
- 87. One voice, one vision Multiple touch-points
- 88. One voice, one vision Multiple touch-points Managed conversations
- 89. One voice, one vision Multiple touch-points Managed conversations Continuous metrics
- 90. One voice, one vision Multiple touch-points Managed conversations Continuous metrics Break the fourth wall
- 91. One voice, one vision Multiple touch-points Managed conversations Continuous metrics Break the fourth wall Stories, not updates
- 93. Thanks