American Fraternal Alliance -- Keynote & Breakout
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Transcript of American Fraternal Alliance -- Keynote & Breakout
Monday, April 18, 2011
What do YOU see?
Monday, April 18, 2011
*What could I do in this moment
that would be the exact OPPOSITE
of everyone else?
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So:
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I have a commitmentand a confession:
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Let meSUGGEST
this:
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Let meASK YA
this:
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Fortunately:
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Here’s thereality:
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41
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That’s myreality:
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I don’t know thefirst thing
the fraternal industry.
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Here’s whatI do know:
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I knowwhat it’s like to
feel anonymous.
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I knowwhat it’s like to feel like your sizeis a disadvantage.
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I knowwhat it’s like to
feel like nobodywants to join you.
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What you do, matters.
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You’re not herebecause your job is to
sell insurance.
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Your job is tohelp people put
values in action.
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It’s not about the nametag.
‘
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53
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You actually let your son wear a nametagevery single day?
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Cool.
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When peoplebring you theircrazy ideas,
what’s the first word out of your mouth?
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It’s not about the nametag.
‘
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The realquestion:
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What’syour
nametag?
‘
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Practice.
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Practice.
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Branding is______________ .
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TEXT your answer infive words or less
to Scott’s cell:
314/374-3397(no sexting you perverts)
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Branding is______________ .
314/374-3397(Not kidding about the sexting.)
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We did that for three reasons:
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I’m not here because Iknow branding:
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I’m not here because Iteach branding:
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BRANDING is bringing your
humanity to the moment.
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BRANDING is the best, highest version of yourself.
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BRANDING is how people
experience you.
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BRANDING is how people
experience themselvesin relation to you.
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BRANDING is what you’re
known for, what you’re known as and what you’re
known for knowing.
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Branding is the price of admission.
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Having acool logo.
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Dressing forsuccess.
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Self-serving competitiveness.
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Getting ahead of people and
moving up the ladder.
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Delivering an unforgettable, value-added
unique selling proposition to stakeholders.
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Integrating a sequence of promises that
align withorganizational
initiatives.Monday, April 18, 2011
Forcing people tomemorize
some empty, trite mission statement.
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Telling everyone you meet howawesome
you are.
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Let meSUGGEST
this:
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1. Being different is no longer enough.
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Your brand must offer:purposedrivenhuman
uniquenessMonday, April 18, 2011
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Just askyour kids:
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differentis something youdo deliberately
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uniqueis something youare inherently
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At my organization, we’re branding our______________
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*Is your brandtruly unique,
or just different?
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2. Brandingcomes fromimagination,not millions.
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So, you’re small.
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Big deal. Big deal.
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Brands cancreate millionseven if they didn’t
take millions to create.
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Sioux City, Iowa(try to contain your excitement)
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Your office
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“Flying sucks!”
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Don’tback away
from perceived negatives.
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Small is beautiful.
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Small meansyou can be honest.
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Small meansreinvent in real time.
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Small meansyou can interact with
members directly and humanely.
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Small meansyou can respond to
changing member needs immediately.
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Small meansyou can preserve the charm and intimacy of connecting personally.
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exercise
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Small meansyou can
______________.
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Don’t go for bigness,go for greatness.
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3. Always retain the emotional
connectionof your brand.
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Humans are emotional creatures:Not integers, categories
or demographics.
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Let meSUGGEST
this:
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Capture heartshare.Monday, April 18, 2011
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Heartshare isthe level of
emotional responsiveness
your brand commands.
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He didn’t have a plan,he had a dream,
and he laid bare his belief.
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Figure outthe emotion.
you’re selling.
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If everybody didexactly what you said
what would the world look like?
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If everybody didexactly what you said
what would the world look like?
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Capture heartshare.Monday, April 18, 2011
When it’s your heart,you don’t have to
prove to anybodythat you can’t live
without it.
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That’sbranding.
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Follow the musicians.
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But there’sone thing missing:
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There are noCOVER BANDS in the Rock ‘n RollHall of Fame.
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Yes, you can always play someone else’s
material.
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Even when itseems easier.
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Earn a niceround of
applausefrom the people
who matter most.
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Make your own music.
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That’sbranding.
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“So, Scott, what do you actuallydo all day?”
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My job is to be a resource to my
audiences and clients.
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Author.Speaker.
Columnist.Producer.
Mobile Host.Mentor.Artist.
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Monday, April 18, 2011
Author.Speaker.
Columnist.Producer.
Mobile Host.Mentor.Artist.
Monday, April 18, 2011
Author.Speaker.
Columnist.Producer.
Mobile Host.Mentor.Artist.
Monday, April 18, 2011
Author.Speaker.
Columnist.Producer.
Mobile Host.Mentor.Artist.
Monday, April 18, 2011
Author.Speaker.
Columnist.Producer.
Mobile Host.Mentor.Artist.
Monday, April 18, 2011
Author.Speaker.
Columnist.Producer.
Mobile Host.Mentor.Artist.
Monday, April 18, 2011
Hey Scott, can I pickyour brain sometime?
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Instead:
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When I rentyour brain, what can I expect?
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• Brand.• Business.• Career.• Challenges.• Concerns.• Content.• Dilemma.• Ideas.• Intuitions.• Questions.• Roadblocks.• Situation.• Stuckness.• Uncertainty.• Website.• What Ifs.
• Access.• Advice.• Attitude.• Counsel.• Creativity.• Ears.• Energy.• Enthusiasm.• Examples.• Experiences.• Feedback.• Frames.• Honesty.• Hope.• Humor.• Insight.• Knowledge.• Life lessons.• Mistakes.• Models.• Observations.• Opinions.• Passion.• Perspective.• Philosophy.• Presence.• Processes.• Questions.• Recommendations.• Reflections.• Reservoir.• Resources.• Selfhood.• Silliness.• Sounding board.• Stillness.• Stories.• Strength.• Thought process.• Time.• Truth.• Verbal mirror.• Wisdom.
• Acceptance.• Affirmation.• Candor.• Comfort.• Compassion.• Confidence.• Confidentiality.• Creativity.• Depth.• Enthusiasm.• Facilitated discovery.• Flexibility.• Fun• Gentle elbowing.• Honesty.• Helping and teaching.• Humility.• Imperfection.• Insinuation, not imposition.• Intimacy.• Laser-like focus.• Learning.• Mutual respect.• Openness.• Patience.• Personal growth.• Playfulness.• Professionalism.• Relaxation.• Reasonable response time.• Responsive spirit.• Safety.• Specificity.• Spontaneity.• Springboard-ness.• Timely response.• Timely touchpoints.• Transparency.• Trust.• Understanding.
• Agenda-pushing.• Bullshit.• Cloning.• Excuses.• Fixing.• Have-tos.• Formulas.• Judgment.• Musts.• Need-tos.• Prescriptions.• Scripts.• Shoulds.• Superimposing.
• Accelerated.• Challenged.• Clarified.• Disturbed.• Energized.• Enlarged.• Enthused.• Expanded.• Heard.• Infected.• Inspired.• Invigorated.• Met where you are.• More aware.• Motivated.• Nourished.• Pushed.• Questioned.• Refueled.• Reminded.• Renewed.• Stirred.• Strengthened.`• Stretched.• Thinking differently.• Thinking harder.• Unblocked.• Uncomfortable.• Unleashed.• Unstoppable.
• 12-step sponsor.• 24-hour hotline.• 411 call.• 911 dispatch.• Accountability partner.• Assembly line.• Babysitter.• Boss.• Change agent.• Codependent• Daily Grind.• Doormat.• Easy button.• Editor.• Final authority on life.• Hand-holder.• Muse.• Parent.• Pastor.• Permanent leaning post.• Physician.• Problem-solver.• Rabbi.• Secretary.• Soul mate.• Spouse.• Therapist.• Unlimited advice dispenser.
• I place ideas at your feet foryour consideration.
• I will not lead you beyondwhere I’m living or havelived.
• I’m responsible to you, notresponsible for you.
• The onus is on you to beresponsible to the wisdomprovided.
• We share the relationshipbut you own the results.
• Will plant a seed and enableothers to figure it out ontheir own over time.
• You don’t act – you don’tgrow.
• You don’t ask – you don’tget.
• You drive the deliverables.• You must be mentorable
and pushable.• You must fully commit to
this process.• You reach out to me when
you have a need.
• You will develop a dailypractice.
• You will use writing to solveyour problems, drive yoursuccess and achieve yourobjectives.
• You will have productivedialogues with yourself.
• You will achieve my level ofsuccess without being myclone.
• You will capture, own andconvert your thoughts intomoney.
• You will brand your ownlanguage and turn yourthoughts into valuemessages.
• You will accrue a creativeinventory.
• You will build an ideafactory.
• You will propel your ownmomentum by masteringdependence avoidancewithout be an island.
• You will build a DIY kit forkicking your own ass.
• You will customize litmustests and opportunity filtersfor give yourselfpermission/discernment,decision-making processes.
• You will never be alone inthis journey.
• You will fall in love withyourself.
• You will give your river avoice.
• You will move your thinkingforward.
• You will be heard.• You will delete average,
boring and anonymity out ofyour career.
Rent Scott’s Brain
HELLO, my name is Scott! 7563 Oxford Drive #2S / St. Louis, MO 63105 / [email protected]
BRINGME YOUR:
AND I’LLOFFER MY:
IN A SPACE OF:
WITHOUTANY:
AND YOUWILL BE:
BUT I’MNOT YOUR:
SO, HERE’SWHAT THAT
MEANS:
WHAT WILL BEDIFFERENT IN
YOUR LIFE AS ARESULT OF THISRELATIONSHIP:
Monday, April 18, 2011
Author.Speaker.
Columnist.Producer.
Mobile Host.Mentor.Artist.
Monday, April 18, 2011
What’syour
nametag?
‘
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Monday, April 18, 2011
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My job is to be a resource to my
audiences and clients.
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“Yeah, but what ifI’m a cheapskate
and don’t want togive you any money?”
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Me
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GOODBYE,your namewas Scott!
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*Is YOURcommitment
unquestionable?
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Consistency is far better than
rare momentsof greatness.
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What do YOU see?
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*If they can’t come up to you,
how will they ever getget behind you?
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The NametagPrincipleTM
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exerciseMonday, April 18, 2011
To be joinableis to be
______________ .
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Most people only getONE THIRDof the equation...
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To beapproachable
is to be three things:
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Trustable.
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Buyable.
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Call-back-able.
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Relatable.
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Listenable.
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Yessable.
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Referable.
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Brandable.
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Follow-up-able.
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Here’s what’s goingto happen:
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1. Demonstrateinterest in the
person, not justthe potential.
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Thank you nametag!
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Here’s what happened:
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Here’s the questionthat matters:
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What do yousee when you see people?
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“I see you.”
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280
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“We nevergot lazy
with each other.”
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*What’s yourbest practice
for making membersfeel seen?
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2. Beingbought is
not enough.
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Good brands are bought, great brands are joined.
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To join a brand is toCONNECTwith it on a
visceral level.
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To join a brand is toENGAGEwith it on ahuman level.
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To join a brand is toUNITE
with it on apersonal level.
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Otherwisepeople are just
giving you money.
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You know whatyour members want:
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Engagementis the only unit of marketingthat matters.
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I don’t pass them outto make peoplewear nametags.
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What mattersis that they join mein that spontaneous moment of human
interaction.Monday, April 18, 2011
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An act deepens the emotional connection over time.
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My brand seeks to create:
Acts of________
in moments of_________.
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Acts of connectionin moments of isolation.
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My brand seeks to create:
Acts of________
in moments of_________.
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3. Surrenderis the new
control.
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Enable members to take your brand intotheir own handsby openly embracing
a fan mentality.Monday, April 18, 2011
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This demonstrates:Trust
OwnershipVulnerability.
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*What’s yourbest practice
surrendering control to your members?
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4. Engagementis more than
participation.
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Don’t make youronline efforts a
one way street.
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Interact withpeople in a way no other organization
can touch.
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Why this thingworks:
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It’s fun.
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It’s funny.
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It’s organic.
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It taps into theircreative flair.
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It meets themwhere they are.
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It flips thespotlight.
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It opens a direct channel.
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It providesfree research.
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It doesn’t requiremuch thought.
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It introduces anelement of intrigue.
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It never has aright or wrong
answer.Monday, April 18, 2011
It spices up their daily journey, giving them
a reason to reengage over and over again.
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It gives people space toexpress themselves
on my platform.Monday, April 18, 2011
This type of engagement involves:
Risk taking, spontaneity
socially supportedco-creation.
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*What’s yourbest practice
for helping members express themselves on your online platform?
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What do YOU see?
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You see thatface to face
is making a comeback.
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You see that beingapproachableisn’t a function
of mindset.
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You see that toengage the people
who matter most, you have to treat them
like people.
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You see that yourhumanity
is your brand’s greatest competitive
advantage.
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What do YOU see?
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