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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.”
                                                                2
Monday, October 17, 11
PRSA

    A new definition.




                         3
Monday, October 17, 11
ICON
    A person or thing regarded as a representative symbol
    of something.




                                                            4
Monday, October 17, 11
FRED SHUTTLESWORTH

    1922 - 2011




                         5
Monday, October 17, 11
Think Differently.


                                          6
Monday, October 17, 11
ME
    typist
    blogger
    consultant
    author
    president
    dad
    comic book nerd
    camaro driver
    getting healthy
    @chrisbrogan



                         7
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.




                                                             8
Monday, October 17, 11
THE HUMAN DIGITAL CHANNEL
    Not a website.
    Not search.
    Human interactions.
    Shopkeeper, not her shop.




                                9
Monday, October 17, 11
IS MEADOW BAILEY HERE?




                         @meadowbailey
                                         10
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.




                                                                11
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.




                                             12
Monday, October 17, 11
AMPLIFY YOUR STORIES
     You had to be there.
     You had to be there.
     You are here.




                            13
Monday, October 17, 11
MEN’S WEARHOUSE




                         14
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.




                                                     16
Monday, October 17, 11
YOUR STAGE, YOUR LIGHT

   What Jay-Z could teach you about leverage.




                                                17
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."




                                                                                              18
Monday, October 17, 11
YOU ARE IN CUSTOMER SERVICE

    Service is the new black.




                                  19
Monday, October 17, 11
WHICH EARNS YOUR APPRECIATION?




                                     20
Monday, October 17, 11
Monday, October 17, 11
LEVERAGE AND SERENDIPITY
   If you think answering that darned ROI question is hard,
   it gets weirder still.




                                                              22
Monday, October 17, 11
ONE TWEET




                         23
Monday, October 17, 11
DO YOU RECOGNIZE THIS MAN?




                                 24
Monday, October 17, 11
VELOCITY, LEVITY, SERENDIPITY




                                    25
Monday, October 17, 11
BLOGGER RELATIONS
    Do you want exposure or leverage?
    “Influence.”
    Your new responsibility.
    The 10 post / 20 tweet litmus test.
    The “no shotgun pitches” treaty.




                                          26
Monday, October 17, 11
CAUSES RULE




                         http://invisiblepeople.tv
                         http://501missionplace.com
                         http://nten.org
                                                      27
Monday, October 17, 11
TO DO
    Shine your light.
    Connect with causes.
    Improve blogger relations.
    Reconsider metrics.
    Rethink velocity.
    Listen. Harder.




                                 28
Monday, October 17, 11
BUSINESS IS ABOUT BELONGING

    Humankind’s greatest need.




                                  29
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.




                                        30
Monday, October 17, 11
SAWUBONA




                         31
Monday, October 17, 11
CONVERSATIONS RULE (NO, REALLY)




                                      32
Monday, October 17, 11
SPEAKING OF COMIC NERD STUFF




                                   33
Monday, October 17, 11
THE REAL LOYALTY PROGRAMS
    When did “loyalty” equal “please spam me more than
    people who don’t opt in?




                                                         34
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.




                                                      35
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.




                                                                36
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.




                                                               37
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

                                                               38
Monday, October 17, 11
http://humanbusinessworks.com
Monday, October 17, 11

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Cultivating Visibility

  • 1. Cultivating Visibility HOW PRSA PROFESSIONALS CAN AMPLIFY THE HUMAN DIGITAL CHANNEL FOR THEIR CLIENTS chris brogan... @chrisbrogan http://chrisbrogan.com Monday, October 17, 11
  • 2. 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.” 2 Monday, October 17, 11
  • 3. PRSA A new definition. 3 Monday, October 17, 11
  • 4. ICON A person or thing regarded as a representative symbol of something. 4 Monday, October 17, 11
  • 5. FRED SHUTTLESWORTH 1922 - 2011 5 Monday, October 17, 11
  • 6. Think Differently. 6 Monday, October 17, 11
  • 7. ME typist blogger consultant author president dad comic book nerd camaro driver getting healthy @chrisbrogan 7 Monday, October 17, 11
  • 8. 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. 8 Monday, October 17, 11
  • 9. THE HUMAN DIGITAL CHANNEL Not a website. Not search. Human interactions. Shopkeeper, not her shop. 9 Monday, October 17, 11
  • 10. IS MEADOW BAILEY HERE? @meadowbailey 10 Monday, October 17, 11
  • 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. 11 Monday, October 17, 11
  • 12. 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. 12 Monday, October 17, 11
  • 13. AMPLIFY YOUR STORIES You had to be there. You had to be there. You are here. 13 Monday, October 17, 11
  • 14. MEN’S WEARHOUSE 14 Monday, October 17, 11
  • 15. 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
  • 16. EARN LEVERAGE What Julien Smith and I learned about leverage, and what we think about it now. 16 Monday, October 17, 11
  • 17. YOUR STAGE, YOUR LIGHT What Jay-Z could teach you about leverage. 17 Monday, October 17, 11
  • 18. 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." 18 Monday, October 17, 11
  • 19. YOU ARE IN CUSTOMER SERVICE Service is the new black. 19 Monday, October 17, 11
  • 20. WHICH EARNS YOUR APPRECIATION? 20 Monday, October 17, 11
  • 22. LEVERAGE AND SERENDIPITY If you think answering that darned ROI question is hard, it gets weirder still. 22 Monday, October 17, 11
  • 23. ONE TWEET 23 Monday, October 17, 11
  • 24. DO YOU RECOGNIZE THIS MAN? 24 Monday, October 17, 11
  • 25. VELOCITY, LEVITY, SERENDIPITY 25 Monday, October 17, 11
  • 26. BLOGGER RELATIONS Do you want exposure or leverage? “Influence.” Your new responsibility. The 10 post / 20 tweet litmus test. The “no shotgun pitches” treaty. 26 Monday, October 17, 11
  • 27. CAUSES RULE http://invisiblepeople.tv http://501missionplace.com http://nten.org 27 Monday, October 17, 11
  • 28. TO DO Shine your light. Connect with causes. Improve blogger relations. Reconsider metrics. Rethink velocity. Listen. Harder. 28 Monday, October 17, 11
  • 29. BUSINESS IS ABOUT BELONGING Humankind’s greatest need. 29 Monday, October 17, 11
  • 30. 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. 30 Monday, October 17, 11
  • 31. SAWUBONA 31 Monday, October 17, 11
  • 32. CONVERSATIONS RULE (NO, REALLY) 32 Monday, October 17, 11
  • 33. SPEAKING OF COMIC NERD STUFF 33 Monday, October 17, 11
  • 34. THE REAL LOYALTY PROGRAMS When did “loyalty” equal “please spam me more than people who don’t opt in? 34 Monday, October 17, 11
  • 35. 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. 35 Monday, October 17, 11
  • 36. 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. 36 Monday, October 17, 11
  • 37. 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. 37 Monday, October 17, 11
  • 38. ? 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 38 Monday, October 17, 11