Brand-Driven Communities at BarcampICR

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BRAND DRIVEN COMMUNITIES NickWestergaard.com @NickWestergaard

Transcript of Brand-Driven Communities at BarcampICR

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BRAND DRIVEN

COMMUNITIES

NickWestergaard.com@NickWestergaard

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What am I passionate about?

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BRANDING SOCIAL MEDIA

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BRAND DRIVEN

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1,500

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500 billion

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BRANDING SOCIAL MEDIA

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BRANDDRIVENCOMMUNITY

BRANDSOCIAL MEDIA

TRADITIONAL MEDIA

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BRAND DRIVEN COMMUNITIES

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photo via Fran Simo / Flickr

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photo via feastoffun.com / Flickr

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6 TRAITS

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MOTIVATED BY MASLOW

photo via jeffeaton / Flickr

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photo via Kilgub / Flickr

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SOCIAL

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GATHEROFFLINE

photo via Wajimacallit / Flickr

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HELP EACH OTHER

photo via Jonathan Cohen / Flickr

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photo via C! / Flickr

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COMMUNITY VALUE

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BRANDING SOCIAL MEDIA

ACCESSIBLE CONVERSATIONS

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BRANDING

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...is that if your brand does not have a belief, if it does not have a soul and does not correctly architect its messages everywhere it touches consumers ...

... it can become irrelevant. It can be ignored, or even

become a focal point for online contempt.”

– Lee Clow

“THE REALITY OF THE NEW MEDIA WORLD ...

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- Who you are - What you say- What you stand for

BRAND DNA

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CASE STUDY

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CREATION STORY

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CREED

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ICONS

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RITUALS

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PAGANS

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SACRED WORDS

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LEADER

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SOCIAL MEDIA

NEED THESE ELEMENTS PACKAGED UP

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HOW WE DELIVER THE MESSAGE?

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SOCIAL MEDIA

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COMMUNITY BUILDING

photo via Pat Scullion / Flickr

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YOUR WEBSITE

photo via JimmyWayne / Flickr

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photo via xcode / Flickr

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photo via furiousgeorge81 / Flickr

SHARE & ENGAGE

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photo via chaztoo / flickr

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WHAT ARE PEOPLE TWEETING?

4%4%6%

9%

38%

40%

Pointless BabbleConversationalPass-Along ValueSelf-PromotionNewsSpam

Source: Pear Analytics

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photo via wili_hybrid / Flickr

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12:1

photo via bengrey / Flickr

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photo via lumierefl / Flickr

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GO VIRAL

OVER A MILLION

VIEWS

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photo via nan The Suss-Man (Mike) / Flickr

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Groups

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RE-CAP

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BRANDING SOCIAL MEDIA

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{Creation storyCreedIconsRitualsPagansSacred wordsLeader

BRANDING

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SOCIAL MEDIA

WEBSITE / BLOG

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BRANDSOCIAL MEDIA

TRADITIONAL MEDIA

BRAND-DRIVEN COMMUNITY

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CLOSING

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EVERYONE’S A MARKETER

photo via Wayne Large / Flickr

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BRAND BUILDERS

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EARLY ADOPTERS

LAGGARDS

INNOVATORS

MAJORITY(early & late)

Rogers Innovation Adoption Curve

EARLY ADOPTERS

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SOCIAL SKILLS

photo via Ricky Justus / Flickr

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THANK YOU

NickWestergaard.com@NickWestergaard