SMWNYC 2017 - Doner - More Than Words

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Social Media Week

Watch the full session on SMW Insider: https://socialmediaweek.org/insider/sessions/more-than-words/

Marketing

@Marctothec
MORE THAN WORDS:
MOVING FROM COMMS TO KINETICS
@Marctothec

@Marctothec
WE ARE LIVING IN THE MIDDLE OF A REMARKABLE
INCREASE IN OUR ABILITY TO SHARE, TO
COOPERATE WITH ONE ANOTHER, AND TO TAKE
COLLECTIVE ACTION…ALL OUTSIDE OF THE
FRAMEWORK OF TRADITIONAL INSTITUTIONS.
- CLAY SHIRKY

SMOKING WAS KILLING US LEAD IN OUR TOYS MORE POLLUTION IN OUR CARS

@Marctothec
Caring for the world, one person at a time, inspires and unites
the people of Johnson & Johnson. We embrace innovation—
bringing ideas, products and services to life to advance the
health and well-being of people around the world.
“
”- Johnson & Johnson

@Marctothec
THEY’RE ALL TALK.
AND TRUST REQUIRES MORE THAN WORDS

@Marctothec
ASSOCIATED WITH
THE LIMBIC SYSTEM:
ASSOCIATED WITH
THE NEOCORTEX:
EMOTIONS
(TRUST, LOVE, LOYALTY)
BEHAVIOR
(DECISION MAKING & ACTION)
LANGUAGE
(WORDS & ARTICULATION)
RATIONALITY
(LOGIC & LINEAR THINKING)

LIMBIC
(I FEEL HERE)
NEOCORTEX
(I THINK RATIONALLY)
ENTERS
BRAIN
HERE

@Marctothec
Human beings aren't rational animals; we're
rationalizing animals who want to appear
reasonable to ourselves.
- Elliot Aroson
(Harvard Applied Social Psychologist)
“
”

@Marctothec
People don’t buy what you do.
They buy why you do it.
- Simon Sinek
(Author, “Start With Why”)
“
”

OPTIMISM EVERY BODY IS AN ATHLETE CHALLENGE THE STATUS QUO

DEMOCRATIZE FLIGHT DEMOCRATIZED ACCESS TO LIFE’S ESSENTIALS
ORGANIZE THE WORLD’S DATA ENCOURAGE SELF-ESTEEMTHE POSSIBILITIES OF AN ELECTRIC WORLD
LIVE LIFE TO THE FULLEST

We must restore hope to young people, help
the old, be open to the future, spread love. Be
poor among the poor. We need to include the
excluded and preach peace.
- Pope Francis
“
”

Marcus + Russell
THE MANIFESTATION OF HIS CONVICTION TRANSCENDS RELIGION
AND EXCITES PEOPLE TO SPREAD THE GOOD WORD

“WHAT”
FOCUSED
“WHY”
FOCUSED
TRANSACTIONAL
RELATIONSHIP
LOYALTY-BASED
RELATIONSHIP

Culture moves forward on the basis
of a simple question:
Do people like me do something like this?
- Seth Godin
“
”

@Marctothec
MORE THAN WORDS.
IF YOU WANT TO DEVELOP TRUST AND INSPIRE ACTION

180K CALLS
SOURCE: GREY EMEA HQ CASE STUDY

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SMWNYC 2017 - Doner - More Than Words

1. @Marctothec MORE THAN WORDS: MOVING FROM COMMS TO KINETICS @Marctothec

2. @Marctothec HI! I’M MARCUS.

10.

11. @Marctothec

12. @Marctothec

13. @Marctothec WORDS.

14. @Marctothec

15. @Marctothec WE ARE LIVING IN THE MIDDLE OF A REMARKABLE INCREASE IN OUR ABILITY TO SHARE, TO COOPERATE WITH ONE ANOTHER, AND TO TAKE COLLECTIVE ACTION…ALL OUTSIDE OF THE FRAMEWORK OF TRADITIONAL INSTITUTIONS. - CLAY SHIRKY

16. @Marctothec WORDS ARE EASY.

17.

18. SMOKING WAS KILLING US LEAD IN OUR TOYS MORE POLLUTION IN OUR CARS

19. @Marctothec

20.

21.

22.

23.

24.

25. @Marctothec

26.

27.

28. @Marctothec Caring for the world, one person at a time, inspires and unites the people of Johnson & Johnson. We embrace innovation— bringing ideas, products and services to life to advance the health and well-being of people around the world. “ ”- Johnson & Johnson

29.

30.

31. @Marctothec THEY’RE ALL TALK. AND TRUST REQUIRES MORE THAN WORDS

32. @Marctothec

33.

34. @Marctothec LIMBIC SYSTEM

35. @Marctothec ASSOCIATED WITH THE LIMBIC SYSTEM: ASSOCIATED WITH THE NEOCORTEX: EMOTIONS (TRUST, LOVE, LOYALTY) BEHAVIOR (DECISION MAKING & ACTION) LANGUAGE (WORDS & ARTICULATION) RATIONALITY (LOGIC & LINEAR THINKING)

36. LIMBIC (I FEEL HERE) NEOCORTEX (I THINK RATIONALLY) ENTERS BRAIN HERE

37.

38. @Marctothec Human beings aren't rational animals; we're rationalizing animals who want to appear reasonable to ourselves. - Elliot Aroson (Harvard Applied Social Psychologist) “ ”

39.

40. @Marctothec A brand is not so much about rational arguments, but the way the company resonates with people emotionally. - Steve Jobs “ ”

41. HOW!?!

42. WHY?

43.

44. @Marctothec People don’t buy what you do. They buy why you do it. - Simon Sinek (Author, “Start With Why”) “ ”

45.

46.

47. OPTIMISM EVERY BODY IS AN ATHLETE CHALLENGE THE STATUS QUO

48. DEMOCRATIZE FLIGHT DEMOCRATIZED ACCESS TO LIFE’S ESSENTIALS ORGANIZE THE WORLD’S DATA ENCOURAGE SELF-ESTEEMTHE POSSIBILITIES OF AN ELECTRIC WORLD LIVE LIFE TO THE FULLEST

49.

50. We must restore hope to young people, help the old, be open to the future, spread love. Be poor among the poor. We need to include the excluded and preach peace. - Pope Francis “ ”

51.

52.

53.

54. Marcus + Russell THE MANIFESTATION OF HIS CONVICTION TRANSCENDS RELIGION AND EXCITES PEOPLE TO SPREAD THE GOOD WORD

55.

56.

57. “WHAT” FOCUSED “WHY” FOCUSED TRANSACTIONAL RELATIONSHIP LOYALTY-BASED RELATIONSHIP

58. BRAND BELIEF = MY BELIEF

59. THIS IS WHAT MAKES “SOCIAL MARKETING” SO POWERFUL PEOPLE CONSUME AND SHARE THE BRAND WITH PEOPLE WHO ARE JUST LIKE THEM BRANDS MARCOMM TARGET AUDIENCE CHECK US OUT TAP INTO NETWORK SHARE

60. BRAND CONVICTION NETWORK BELIEFS OPPORTUNITY

61. @Marctothec

62. Culture moves forward on the basis of a simple question: Do people like me do something like this? - Seth Godin “ ”

63.

64.

65. @Marctothec MORE THAN WORDS. IF YOU WANT TO DEVELOP TRUST AND INSPIRE ACTION

66.

67.

68.

69. @Marctothec

70.

71. @Marctothec