LOHAS Event: Trends in Social Media

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Room 214 and LOHAS partnered to put on a social media workshop. This presentation by Room 214 co-founder James Clark outlines the fundamental steps to understanding trends in social media and helps guide readers to better learn the digital language.

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LOHAS Event: Trends in Social Media

  1. 1. James ClarkCo-founder, Room 214jclark@room214.com@jamesoclark, @Room_214Trends in Social MediaIntriguing and Inspiring
  2. 2. Intriguided By
  3. 3. Inspired By
  4. 4. Inspired By
  5. 5. What? Seriously?Never Given a Challenge They Cant AchieveTons of collaborators ready to help you succeed from Day 1There is an EPIC and inspiring storyReceive Constant FeedbackPhoto Credit: PCgamer.com
  6. 6. Mastery at What?Virtuosos of Urgent OptimismVirtuosos of Weaving a Tight Social FabricVirtuosos of Blissful ProductivityVirtuosos of Epic MeaningJane McGonagal, Institute of the Future
  7. 7. Exact Traits Needed For
  8. 8. What does this have to do withDigital and Social Media?Went From Complicated toComplex Real Fast
  9. 9. Social GraphvsInterest Graph
  10. 10. SocialGraphVSInterestGraph
  11. 11. SocialGraphVSInterestGraphWho I Am To OthersWho I KnowImplicit Relationship toWhat Im Likely to BuyWho I Really AmWhat I Engage WithExplicit Relationship toWhat Im Likely to BuyAssumehole Knowhole
  12. 12. BRONIES: Friendship is Magic
  13. 13. Help Not SellJay Baer: Youtility
  14. 14. Need:Friend of Mind Awareness"You seek to have theprospective customerallow you inside theircircle of trust, whereyou become morethan just a purveyor,but a rather valuableresource."~ Jay Baer
  15. 15. Collaborative EconomyJeremiah Owyang
  16. 16. Jeremiah Owyang~Altimeter Group"The CollaborativeEconomy is aneconomic modelwhere ownership andaccess are sharedbetween people,startups andcorporations."
  17. 17. Need:Two-Way Anytime Platforms
  18. 18. Storytelling and thePost Advertising Age
  19. 19. www.zeromomentoftruth.com
  20. 20. The Consumer is More InformedThan Employees
  21. 21. ...and theyre able to easily organize
  22. 22. ... likely to step outside of comfort zone
  23. 23. ...becauseIn Each Other We Trust
  24. 24. The Good News Is...Storytelling Reigns Supreme
  25. 25. WHY STORY MATTERSIts the currency everyone is trading onWhen story is strong people naturallywant to be a part of itWhen the story is confusing or lacking emotion,people will stand on the sidelinesStorytelling becomes an invitation into relationshipSource: Michael Margolis, Get Storied
  26. 26. STORY IS THE MISSING LINKBETWEENINNOVATION AND MARKETINGINNOVATION DOESNT HAPPEN IN A VACUUM, IT MUST BE:● COMMUNICATED THROUGH A STRATEGIC STORY PEOPLE CANIDENTIFY WITH● MAPPED TO YOUR PAST (ORIGINS), PRESENT (VALUES) ANDFUTURE (ASPIRATIONS)● ALIGNED TO NEEDS OF YOUR AUDIENCE AND THEIR EVOLVINGIDENTITYSource: Michael Margolis, Get Storied
  27. 27. WHY MOST INNOVATIONS FAIL● Your audience cant find themselves in the story● Drive for your brands self-validation hijacks the authenticstoryline● There is no story alignment at the leadership of the company● Critical dimension of culture and identity are underestimated● Change is framed as a judgement and repudiation of the past● Promises are not translated into the right experiences, rituals andhabitsSource: Michael Margolis, Get Storied
  28. 28. "I had to know and understand myown story before I could listen toand help other people with theirs."-- Barack Obama44th President of the USA
  29. 29. BRAND IS STORY
  30. 30. Step 1Find the core story at the heart of thebrand to create your story platformSource: turndogmillionaire.com
  31. 31. Step 2Create narratives based on that storyand publish across all outlets in weirdand wonderful waysSource: turndogmillionaire.com
  32. 32. Step 3Use paid and free media to syndicatethe story to where the applicableaudience will most likely see itSource: turndogmillionaire.com
  33. 33. Step 4Content has to trigger at least 1 of 3psychological sharing motivations:EmotionIdentity and Self ExpressionInformationSource: turndogmillionaire.com
  34. 34. Step 5Optimize and tag it properly so peoplecan find itSource: turndogmillionaire.com
  35. 35. Step 6Fans sustainandparticipate inthe brandstory
  36. 36. Understand Your Brand StoryAudience:Who are they?What are their passions?What are their mediahabits: online and off?What channels?Brand:What is the brand about?What is the core brandnarrative?Whats the brands history?Category:Understand the true competitive landscape of yourbrand in the eyes of your busy customers.What can you offer that your customers cant getelsewhere?Whats your competition doing?Photo Credit: Courtney Dudley for WNYCExcerpt from: "How to Crush Your Competitors on Social Media in 30 Days", from HubSpot, Inc.
  37. 37. Thank You!@Room_214@jamesoclarkInfo@room214.com

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