What Art Can Teach Brands About Building Engaged Online Communities
-
Upload
ivan-nunez -
Category
Business
-
view
978 -
download
0
description
Transcript of What Art Can Teach Brands About Building Engaged Online Communities
![Page 1: What Art Can Teach Brands About Building Engaged Online Communities](https://reader036.fdocuments.us/reader036/viewer/2022070300/540eb0a18d7f72767e8b4f35/html5/thumbnails/1.jpg)
What Art Can Teach Brands About Building Engaged Online Communities frankfest3
October 27, 2010
![Page 2: What Art Can Teach Brands About Building Engaged Online Communities](https://reader036.fdocuments.us/reader036/viewer/2022070300/540eb0a18d7f72767e8b4f35/html5/thumbnails/2.jpg)
Can Art Teach Brands About Building Engaged Online Communities? frankfest3
October 27, 2010
![Page 3: What Art Can Teach Brands About Building Engaged Online Communities](https://reader036.fdocuments.us/reader036/viewer/2022070300/540eb0a18d7f72767e8b4f35/html5/thumbnails/3.jpg)
Emotive / E-Motive
Photo by Wally GobertzCreative Commonshttp://www.flickr.com/photos/Wallyg/
![Page 4: What Art Can Teach Brands About Building Engaged Online Communities](https://reader036.fdocuments.us/reader036/viewer/2022070300/540eb0a18d7f72767e8b4f35/html5/thumbnails/4.jpg)
Facebook usage worldwide: 517,760,460
SourceInternet World Stats (stats for August 31, 2010)http://www.internetworldstats.com
![Page 5: What Art Can Teach Brands About Building Engaged Online Communities](https://reader036.fdocuments.us/reader036/viewer/2022070300/540eb0a18d7f72767e8b4f35/html5/thumbnails/5.jpg)
Using online technologies to share experiences through words, pictures, videos and actions: SOCIAL MEDIA
![Page 6: What Art Can Teach Brands About Building Engaged Online Communities](https://reader036.fdocuments.us/reader036/viewer/2022070300/540eb0a18d7f72767e8b4f35/html5/thumbnails/6.jpg)
Why Art?
![Page 7: What Art Can Teach Brands About Building Engaged Online Communities](https://reader036.fdocuments.us/reader036/viewer/2022070300/540eb0a18d7f72767e8b4f35/html5/thumbnails/7.jpg)
Entice/Engage
![Page 8: What Art Can Teach Brands About Building Engaged Online Communities](https://reader036.fdocuments.us/reader036/viewer/2022070300/540eb0a18d7f72767e8b4f35/html5/thumbnails/8.jpg)
Entice/Engage
![Page 9: What Art Can Teach Brands About Building Engaged Online Communities](https://reader036.fdocuments.us/reader036/viewer/2022070300/540eb0a18d7f72767e8b4f35/html5/thumbnails/9.jpg)
Entice/Engage
![Page 10: What Art Can Teach Brands About Building Engaged Online Communities](https://reader036.fdocuments.us/reader036/viewer/2022070300/540eb0a18d7f72767e8b4f35/html5/thumbnails/10.jpg)
Entice/Engage
![Page 11: What Art Can Teach Brands About Building Engaged Online Communities](https://reader036.fdocuments.us/reader036/viewer/2022070300/540eb0a18d7f72767e8b4f35/html5/thumbnails/11.jpg)
Entice/Engage
![Page 12: What Art Can Teach Brands About Building Engaged Online Communities](https://reader036.fdocuments.us/reader036/viewer/2022070300/540eb0a18d7f72767e8b4f35/html5/thumbnails/12.jpg)
Entice/Engage
![Page 13: What Art Can Teach Brands About Building Engaged Online Communities](https://reader036.fdocuments.us/reader036/viewer/2022070300/540eb0a18d7f72767e8b4f35/html5/thumbnails/13.jpg)
Entice/Engage
![Page 14: What Art Can Teach Brands About Building Engaged Online Communities](https://reader036.fdocuments.us/reader036/viewer/2022070300/540eb0a18d7f72767e8b4f35/html5/thumbnails/14.jpg)
Entice/Engage
![Page 15: What Art Can Teach Brands About Building Engaged Online Communities](https://reader036.fdocuments.us/reader036/viewer/2022070300/540eb0a18d7f72767e8b4f35/html5/thumbnails/15.jpg)
The need for voice
Photo by Rodrigo MunizCreative Commonshttp://www.flickr.com/photos/rodrigomuniz/
![Page 16: What Art Can Teach Brands About Building Engaged Online Communities](https://reader036.fdocuments.us/reader036/viewer/2022070300/540eb0a18d7f72767e8b4f35/html5/thumbnails/16.jpg)
Bigger than you
Photo by Sylvain RacicotCreative Commonshttp://www.flickr.com/photos/humanoide/
![Page 17: What Art Can Teach Brands About Building Engaged Online Communities](https://reader036.fdocuments.us/reader036/viewer/2022070300/540eb0a18d7f72767e8b4f35/html5/thumbnails/17.jpg)
Open collaboration
Drupal
WordPressLinux
Blogs
Creative Commons
Wikipedia
Photo by Patrick DaltonCreative Commonshttp://www.flickr.com/photos/27518426@N03/
![Page 18: What Art Can Teach Brands About Building Engaged Online Communities](https://reader036.fdocuments.us/reader036/viewer/2022070300/540eb0a18d7f72767e8b4f35/html5/thumbnails/18.jpg)
The collective experience
![Page 19: What Art Can Teach Brands About Building Engaged Online Communities](https://reader036.fdocuments.us/reader036/viewer/2022070300/540eb0a18d7f72767e8b4f35/html5/thumbnails/19.jpg)
Building collective experiences
Collaborate Co-create Engender trust
Working toward a common goal
Sharing vulnerability
Individual interventions to
create the greatest effect
![Page 20: What Art Can Teach Brands About Building Engaged Online Communities](https://reader036.fdocuments.us/reader036/viewer/2022070300/540eb0a18d7f72767e8b4f35/html5/thumbnails/20.jpg)
Collaborate: The Gates
Photo by Timothy VogelCreative Commonshttp://www.flickr.com/photos/vogelium/
![Page 21: What Art Can Teach Brands About Building Engaged Online Communities](https://reader036.fdocuments.us/reader036/viewer/2022070300/540eb0a18d7f72767e8b4f35/html5/thumbnails/21.jpg)
Co-Create: Halifax begs your pardon!
![Page 22: What Art Can Teach Brands About Building Engaged Online Communities](https://reader036.fdocuments.us/reader036/viewer/2022070300/540eb0a18d7f72767e8b4f35/html5/thumbnails/22.jpg)
Engender Trust: Spencer Tunick
Photo by Guillermo AmadorCreative Commonshttp://www.flickr.com/photos/modulor/
![Page 23: What Art Can Teach Brands About Building Engaged Online Communities](https://reader036.fdocuments.us/reader036/viewer/2022070300/540eb0a18d7f72767e8b4f35/html5/thumbnails/23.jpg)
Trust
http://lucypeel.com/2010/05/02/getting-naked-with-2700-other-people-the-spencer-tunick-experience/
“The Spencer Tunick experience has made me appreciate the variety and beauty of the body and what is possible if we all trust each other. We can all be at our most vulnerable, but still be capable of helping and protecting each other.”
-Lucy Peel, 2008 participant
![Page 24: What Art Can Teach Brands About Building Engaged Online Communities](https://reader036.fdocuments.us/reader036/viewer/2022070300/540eb0a18d7f72767e8b4f35/html5/thumbnails/24.jpg)
Ripples of experiences
![Page 25: What Art Can Teach Brands About Building Engaged Online Communities](https://reader036.fdocuments.us/reader036/viewer/2022070300/540eb0a18d7f72767e8b4f35/html5/thumbnails/25.jpg)
Motivate (make art?)
listen
respond
create
Emotional appeal
Photo by Dr. FeelCreative Commonshttp://www.flickr.com/photos/punch/
![Page 26: What Art Can Teach Brands About Building Engaged Online Communities](https://reader036.fdocuments.us/reader036/viewer/2022070300/540eb0a18d7f72767e8b4f35/html5/thumbnails/26.jpg)
Motivate (make art?)
1. Listen:Understand the community and its needs. Be curious.
2. Respond:Get involved. Be naked and vulnerable. Gain trust.
3. Create:Take risks. Plan for participation. Encourage questions.