Cultivating Visibility
HOW PRSA PROFESSIONALS CAN AMPLIFY THE
HUMAN DIGITAL CHANNEL FOR THEIR CLIENTS
chris brogan...
@chrisbrogan
http://chrisbrogan.com
Monday, October 17, 11

OFFICIAL NOTICE
Please tweet this. Please share. Please take these ideas
and say you thought of them (no, really). Please talk
loudly during this speech to your neighbors, and/or to
people in other parts of the world. Please blurt out the
answers before anyone else does, if you know them.
Please disagree with me loudly. Please shout out, “Oh
PLEASE!” if you think something I say is stupid, or not
easily attainable. Please take pictures, even though
you are very far back and I will resemble a glowing
blur. Please laugh often, even if I’m not saying anything
funny. Please type out reminders to yourself for later,
such as “revise my official notice slide in my
presentations.”
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Monday, October 17, 11

PRSA
A new definition.
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ICON
A person or thing regarded as a representative symbol
of something.
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Monday, October 17, 11

FRED SHUTTLESWORTH
1922 - 2011
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Monday, October 17, 11

Think Differently.
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Monday, October 17, 11

ME
typist
blogger
consultant
author
president
dad
comic book nerd
camaro driver
getting healthy
@chrisbrogan
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Monday, October 17, 11

US
We are here to learn how to amplify the
human digital channel. Only, those are my words. Let’s
make them mean something together.
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Monday, October 17, 11

THE HUMAN DIGITAL CHANNEL
Not a website.
Not search.
Human interactions.
Shopkeeper, not her shop.
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Monday, October 17, 11

IS MEADOW BAILEY HERE?
@meadowbailey
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Monday, October 17, 11

THE THREE BIG POINTS
Cultivate Visibility - attention is a currency.
Earn Leverage - a loyal fan trumps a neutral party.
Business is About Belonging - inclusion is the new black.
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Monday, October 17, 11

CULTIVATE VISIBILITY
Stories are the coin of the realm.
Telling stories changes per medium.
Make the customer the hero.
MAKE.THE.CUSTOMER.THE.HERO.
Frequency matters. Frequency matters.
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Monday, October 17, 11

AMPLIFY YOUR STORIES
You had to be there.
You had to be there.
You are here.
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MEN’S WEARHOUSE
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Monday, October 17, 11

TO DO
Record more video. Cultivate more video stories.
Seek referrals and testimonials.
Read: The Referral Engine - http://c.hris.cc/re *
Build better contact databases.
* amazon affiliate link 15
Monday, October 17, 11

EARN LEVERAGE
What Julien Smith and I learned about leverage,
and what we think about it now.
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Monday, October 17, 11

YOUR STAGE, YOUR LIGHT
What Jay-Z could teach you about leverage.
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Monday, October 17, 11

YOU ARE IN SALES
You might be selling the story. You might be selling the
internal conversation. But you are in sales.
October 15, 2011 6:12 PM By Citibank Public Affairs - Citibank
Public Affairs issued the following statement regarding today's
incident: "A large amount of protesters entered our branch at 555
La Guardia Place around 2:00 PM today.
They were very disruptive and refused to leave after being
repeatedly asked, causing our staff to call 911. The Police asked
the branch staff to close the branch until the protesters could be
removed. Only one person asked to close an account and was
accommodated."
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Monday, October 17, 11

YOU ARE IN CUSTOMER SERVICE
Service is the new black.
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WHICH EARNS YOUR APPRECIATION?
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Monday, October 17, 11

LEVERAGE AND SERENDIPITY
If you think answering that darned ROI question is hard,
it gets weirder still.
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ONE TWEET
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DO YOU RECOGNIZE THIS MAN?
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Monday, October 17, 11

VELOCITY, LEVITY, SERENDIPITY
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BLOGGER RELATIONS
Do you want exposure or leverage?
“Influence.”
Your new responsibility.
The 10 post / 20 tweet litmus test.
The “no shotgun pitches” treaty.
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Monday, October 17, 11

CAUSES RULE
http://invisiblepeople.tv
http://501missionplace.com
http://nten.org
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Monday, October 17, 11

TO DO
Shine your light.
Connect with causes.
Improve blogger relations.
Reconsider metrics.
Rethink velocity.
Listen. Harder.
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Monday, October 17, 11

BUSINESS IS ABOUT BELONGING
Humankind’s greatest need.
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Monday, October 17, 11

THE “YOU” IN YOUTUBE
Why do we share what we do?
How do we open up the circle?
When it’s “us” instead of “you.”
Why contests can be so annoying.
Check-Ins are not PR.
How stories spread.
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SAWUBONA
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CONVERSATIONS RULE (NO, REALLY)
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SPEAKING OF COMIC NERD STUFF
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THE REAL LOYALTY PROGRAMS
When did “loyalty” equal “please spam me more than
people who don’t opt in?
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Monday, October 17, 11

TO DO
Media training for everyone.
Simple one-page policies.
Get the masses into the game, with some backup.
Be clear on the mission.
This isn’t online-only advice, mind you.
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Monday, October 17, 11

THE THREE BIG POINTS
Cultivate Visibility - attention is a currency.
Earn Leverage - a loyal fan trumps a neutral party.
Business is About Belonging - inclusion is the new black.
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Monday, October 17, 11

WHAT MATTERS MOST TO ME
Think about ways to amplify the human digital channel
and help your clients’ customers feel like they matter.
In the process, remember just how much you matter.
Remember that you’re not just doing a job: you’re
making everything better.
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Monday, October 17, 11

?
Some people choose this exact
moment to slip out and run away. If
you are one of these people, please
drop me a line later:
http://chrisbrogan.com/contact
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Monday, October 17, 11

http://humanbusinessworks.com
Monday, October 17, 11