LOHAS Event: Trends in Social Media

James ClarkCo-founder, Room [email protected]@jamesoclark, @Room_214

Trends in Social MediaIntriguing and Inspiring

mailto:[email protected]




Intriguided By

Inspired By

What? Seriously?

Never Given a Challenge They Can't Achieve

Tons of collaborators ready to help you succeed from Day 1

There is an EPIC and inspiring story

Receive Constant Feedback

Photo Credit: PCgamer.com

Mastery at What?

Virtuosos of Urgent Optimism

Virtuosos of Weaving a Tight Social Fabric

Virtuosos of Blissful Productivity

Virtuosos of Epic Meaning

Jane McGonagal, Institute of the Future

Exact Traits Needed For

What does this have to do with Digital and Social Media?

Went From Complicated to Complex Real Fast

Social Graph vs

Interest Graph

Social Graph

VS

Interest Graph

Social Graph

VS

Interest Graph

Who I Am To Others

Who I Know

Implicit Relationship to What I'm Likely to Buy

Who I Really Am

What I Engage With

Explicit Relationship to What I'm Likely to Buy

Assumehole Knowhole

BRONIES: Friendship is Magic

Help Not Sell

Jay Baer: Youtility

Need:Friend of Mind Awareness"You seek to have the prospective customer allow you inside their circle of trust, where you become more than just a purveyor, but a rather valuable resource."~ Jay Baer

Collaborative Economy

Jeremiah Owyang

Jeremiah Owyang~Altimeter Group

"The Collaborative Economy is an economic model where ownership and access are shared between people, startups and corporations."

Need:Two-Way Anytime Platforms

Storytelling and thePost Advertising Age

www.zeromomentoftruth.com

The Consumer is More Informed Than Employees

...and they're able to easily organize

... likely to step outside of comfort zone

...becauseIn Each Other We Trust

The Good News Is...

Storytelling Reigns Supreme

WHY STORY MATTERS

It's the currency everyone is trading on

When story is strong people naturallywant to be a part of it

When the story is confusing or lacking emotion, people will stand on the sidelines

Storytelling becomes an invitation into relationship

Source: Michael Margolis, Get Storied

STORY IS THE MISSING LINKBETWEENINNOVATION AND MARKETING

INNOVATION DOESN'T HAPPEN IN A VACUUM, IT MUST BE:● COMMUNICATED THROUGH A STRATEGIC STORY PEOPLE CAN

IDENTIFY WITH● MAPPED TO YOUR PAST (ORIGINS), PRESENT (VALUES) AND

FUTURE (ASPIRATIONS)● ALIGNED TO NEEDS OF YOUR AUDIENCE AND THEIR EVOLVING

IDENTITY


WHY MOST INNOVATIONS FAIL

● Your audience can't find themselves in the story● Drive for your brand's self-validation hijacks the authentic

storyline● 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 and

habits


"I had to know and understand my own story before I could listen to and help other people with theirs."

-- Barack Obama44th President of the USA

BRAND IS STORY

Step 1

Find the core story at the heart of the brand to create your story platform

Source: turndogmillionaire.com

Step 2

Create narratives based on that story and publish across all outlets in weird

and wonderful ways


Step 3

Use paid and free media to syndicate the story to where the applicable

audience will most likely see it


Step 4

Content has to trigger at least 1 of 3 psychological sharing motivations:

EmotionIdentity and Self Expression

Information


Step 5

Optimize and tag it properly so people can find it


Step 6

Fans sustain and

participate in the brand

story

Understand Your Brand Story

Audience:Who are they?What are their passions?What are their media habits: online and off?What channels?

Brand:What is the brand about?What is the core brand narrative?What's the brand's history?

Category:Understand the true competitive landscape of your brand in the eyes of your busy customers.What can you offer that your customer's can't get elsewhere?What's your competition doing?

Photo Credit: Courtney Dudley for WNYC

Excerpt from: "How to Crush Your Competitors on Social Media in 30 Days", from HubSpot, Inc.

Thank You!

@Room_214@[email protected]

LOHAS Event: Trends in Social Media

Self Improvement

Transcript of LOHAS Event: Trends in Social Media