Slides from the talk I gave at NXNE in Toronto and Halifax Pop Explosion. The corresponding sketchnotes by @IainKeith are here: http://bit.ly/T9BLwC It’s time for the ultimate face-off: People vs. Brands. We dissected six of the biggest trends in our industry, including storytelling, transmedia, entrepreneurialism, curation, influence & cause marketing. We looked at best-in-class examples from both brands and people. After determining who comes out on top, we looked at what we can learn from the winner and how to apply key learnings to brand communications & marketing strategies.

1. 2012: YEAR OF THE PEOPLE?
THOUGHTS FOR HPX

2. hi, i’m rosie!
i’m on twitter as @rosiesiman :)

3. 360i
i work at 360i as a strategist (and it’s pretty awesome. and we’re hiring!) @rosiesiman

4. JANUARY 2012 // THE PREDICTIONS BEGIN...
@rosiesiman

5. JANUARY 2012 // ZOOEY DESCHANEL PROVES SHE’S CUTER THAN YOU COULD HAVE EVER IMAGINED
@rosiesiman

6. JANUARY 2012 // ENTER HELLO GIGGLES
“Every time Zooey “That’s not even it. Her genius
Deschanel picks up a is that she knows that, and
ukelele, a hipster angel gets figured out that she should
his wings tattoo.” own a piece of the tattoo
parlor.”
@rosiesiman

7. RACHEL SKLAR NAILS IT // “IT’S HAPPENED. PEOPLE MATTER MORE THAN BRANDS.”
@rosiesiman

8. RACHEL SKLAR NAILS IT? // PEOPLE MATTER MORE THAN BRANDS... OR DO THEY?
@rosiesiman

9. 6 TRENDS THAT MATTER
STORYTELLING
CONTENT CURATION
ENTREPRENEURIALISM
TRANSMEDIA
INFLUENCE
DO GOOD
@rosiesiman

10. 6 TRENDS THAT MATTER
STORYTELLING
CONTENT CURATION
ENTREPRENEURIALISM
TRANSMEDIA
INFLUENCE
DO GOOD
@rosiesiman

11. STORYTELLING // THE BATTLEGROUND
BRANDS
PEOPLE
ISAAC’S LIVE LIP-DUB PROPOSAL
http://www.youtube.com/watch?v=5_v7QrIW0zY
@rosiesiman

12. STORYTELLING // THE BATTLEGROUND
BRANDS
PEOPLE
BACK TO THE START, CHIPOTLE
http://www.youtube.com/watch?v=aMfSGt6rHos
@rosiesiman

13. STORYTELLING // THE BATTLEGROUND
NATURAL NARRATORS
BRANDS
PEOPLE
(OCCASIONALLY EPIC) ELEVATOR PITCH GIVERS
WINNER: PEOPLE
@rosiesiman

14. STORYTELLING // BRIDGING THE GAP WITH COLLABORATION & CO-CREATION
BORROW RELEVANCE
GUIDE PARTICIPATION
TEST & LEARN
REWARD
@rosiesiman

15. 6 TRENDS THAT MATTER
STORYTELLING
CONTENT CURATION
ENTREPRENEURIALISM
TRANSMEDIA
INFLUENCE
DO GOOD
@rosiesiman

16. CONTENT CURATION // THE BATTLEGROUND
BRANDS
PEOPLE
ISAAC’S LIVE LIP-DUB PROPOSAL
WHAT IS CURATION?, PERCOLATE
http://blog.percolate.com/2012/what-is-curation/
@rosiesiman

17. CONTENT CURATION // THE BATTLEGROUND
BRANDS
PEOPLE
OPEN FORUM, AMEX
http://openforum.com/
@rosiesiman

18. CONTENT CURATION // THE BATTLEGROUND
NATURAL NARRATORS
BRANDS
PEOPLE
CONTENT CONSUMERS & CREATORS
CONTENT CREATORS
(OCCASIONALLY EPIC) ELEVATOR PITCH GIVERS
WINNER: PEOPLE
@rosiesiman

19. CONTENT CURATION // GIVING BRANDS A LEG UP
@rosiesiman

20. 6 TRENDS THAT MATTER
STORYTELLING
CONTENT CURATION
ENTREPRENEURIALISM
TRANSMEDIA
INFLUENCE
DO GOOD
@rosiesiman

21. ENTREPRENEURIALISM // THE BATTLEGROUND
BRANDS
PEOPLE
LOUIS CK SNUBS THE MIDDLE MEN
http://artsbeat.blogs.nytimes.com/2011/12/14/something-for-louis-c-k-to-smile-about-his-internet-comedy-special-is-profitable/
@rosiesiman

22. ENTREPRENEURIALISM // THE BATTLEGROUND
BRANDS
PEOPLE
PEPSI 10
http://mashable.com/2011/10/06/pepsico-selects-10-startups-to-pilot-digital-marketing-projects/
@rosiesiman

23. ENTREPRENEURIALISM // THE BATTLEGROUND
NATURAL NARRATORS
BRANDS
PEOPLE
CONTENT CONSUMERS & CREATORS
FLEXIBLE & NIMBLE
LONG STANDING STRUCTURES, SLOW MOVING
CONTENT CREATORS
(OCCASIONALLY EPIC) ELEVATOR PITCH GIVERS
WINNER: PEOPLE
@rosiesiman

24. ENTREPRENEURIALISM // GIVING ACCESS TO INTRAPRENEURS
“An intrapreneur is someone who has an entrepreneurial
streak in his or her DNA, but chooses to align his or her talents
with a large organization in place of creating his or her own.”
FIND THE RIGHT TALENT
SET THEM UP FOR SUCCESS
APPLY KEY LEARNINGS
SHOW THE VALUE
http://www.forbes.com/sites/onmarketing/2012/05/21/move-over-entrepreneurs-here-come-the-intrapreneurs/ @rosiesiman

25. 6 TRENDS THAT MATTER
STORYTELLING
CONTENT CURATION
ENTREPRENEURIALISM
TRANSMEDIA
INFLUENCE
DO GOOD
@rosiesiman

26. TRANSMEDIA // THE BATTLEGROUND
BRANDS
PEOPLE
JAY BUSHMAN AS THE EPIC POET OF TWITTER
http://www.newscientist.com/blogs/culturelab/2010/11/storytelling-20-the-epic-poet-of-twitter.html
@rosiesiman

27. TRANSMEDIA // THE BATTLEGROUND
BRANDS
PEOPLE
THE DARK KNIGHT
https://vimeo.com/6303664
@rosiesiman

28. TRANSMEDIA // THE BATTLEGROUND
NATURAL NARRATORS
BRANDS
PEOPLE
CONTENT CONSUMERS & CREATORS
FLEXIBLE & NIMBLE LARGE BUDGETS & EPIC SCALE
(RELATIVELY) SMALL BUDGETS, INDIVIDUALS ARCHAIC STRUCTURES, SLOW MOVING
CONTENT CREATORS
(OCCASIONALLY EPIC) ELEVATOR PITCH GIVERS
WINNER: BRANDS
@rosiesiman

29. TRANSMEDIA // BORROWING FROM BRANDS
BUILD A PLATFORM
CONSIDER FUNCTIONAL INTEGRATION
MAKE IT GAMEFUL
VARY THE EXPERIENCES
http://johndollin.blogspot.com/2010/11/is-transmedia-transforming-tv.html
@rosiesiman

30. 6 TRENDS THAT MATTER
STORYTELLING
CONTENT CURATION
ENTREPRENEURIALISM
TRANSMEDIA
INFLUENCE
DO GOOD
@rosiesiman

31. INFLUENCE // THE BATTLEGROUND
BRANDS
PEOPLE
WORD OF MOUTH MARKETING WITH KLOUT
http://www.wired.com/business/2012/04/ff_klout/
@rosiesiman

32. INFLUENCE // THE BATTLEGROUND
BRANDS
PEOPLE
COKE MANAGES SUBCONSCIOUS INFLUENCE
http://www.neatorama.com/2011/03/15/coke-vs-pepsi-the-pioneers/
@rosiesiman

33. INFLUENCE // THE BATTLEGROUND
NATURAL NARRATORS
BRANDS
PEOPLE
CONTENT CONSUMERS & CREATORS IRRATIONALLY INFLUENTIAL
FLEXIBLE & NIMBLE LARGE BUDGETS & EPIC SCALE
(RELATIVELY) SMALL BUDGETS, INDIVIDUALS ARCHAIC STRUCTURES, SLOW MOVING
THE ORIGINAL WORD OF MOUTH MARKETERS CONTENT CREATORS
(OCCASIONALLY EPIC) ELEVATOR PITCH GIVERS
WINNER: TOSS UP
@rosiesiman

34. INFLUENCE // HARNESSING BRAND POWER INFLUENCE // HARNESSING PEOPLE POWER
BUILD YOUR OWN BRAND BORROW CREDIBILITY
POWER OF SYMBOLS NIX MARKET RESEARCH*
*AS WE KNOW IT
@rosiesiman

35. 6 TRENDS THAT MATTER
STORYTELLING
CONTENT CURATION
ENTREPRENEURIALISM
TRANSMEDIA
INFLUENCE
DO GOOD
@rosiesiman

36. DO GOOD // THE BATTLEGROUND
BRANDS
PEOPLE
CAIN’S ARCADE
http://cainesarcade.com/
@rosiesiman

37. DO GOOD // THE BATTLEGROUND
BRANDS
PEOPLE
TOYOTA’S IDEAS FOR GOOD
http://www.toyota.com/ideas-for-good/
@rosiesiman

38. DO GOOD // THE BATTLEGROUND
NATURAL NARRATORS A BIT FORCED, BUT WORTH IT
BRANDS
PEOPLE
CONTENT CONSUMERS & CREATORS IRRATIONALLY INFLUENTIAL
FLEXIBLE & NIMBLE LARGE BUDGETS & EPIC SCALE
(RELATIVELY) SMALL BUDGETS, INDIVIDUALS ARCHAIC STRUCTURES, SLOW MOVING
NATURAL WORD OF MOUTH MARKETERS CONTENT CREATORS
GENERALLY ALTRUISTIC (OCCASIONALLY EPIC) ELEVATOR PITCH GIVERS
WINNER: EVERYONE
@rosiesiman

39. PEOPLE VS. BRANDS // THE WINNER IS...
S: 3
AND
STORYTELLING BR STORYTELLING
CONTENT CURATION CONTENT CURATION
ENTREPRENEURIALISM ENTREPRENEURIALISM
TRANSMEDIA TRANSMEDIA
INFLUENCE INFLUENCE
DO GOOD 5 DO GOOD
P L E:
EO @rosiesiman

40. SHAMELESS PLUG // YOUR WEEKLY CULTURAL CACHE
WANT THE 10 THINGS YOU SHOULD BE PAYING
ATTENTION TO EACH WEEK DELIVERED TO YOUR INBOX
ON TUESDAY MORNINGS? I THOUGHT SO :)
WWW.THETUESDAYTEN.COM
@rosiesiman

41. THE WINNER... // AGREE OR DISAGREE?
WHAT DO YOU THINK??
@ROSIESIMAN
BIT.LY/HPXROSIE WWW.THETUESDAYTEN.COM