The s

1. { }
the art of building
conversation communities through
dialogue and storytelling

3. SILENCE = GOLDEN

4. 1990: 6 degrees of separation

5. 2012: 2.8 degrees of separation

6. humans are social animals

7. we share

8. updates we share

9. jokes
updates we share

10. jokes
updates we share
anecdotes

11. creations
jokes
updates we share
anecdotes

12. creations
jokes
updates we share
anecdotes
news

13. blogs
creations
jokes
updates we share
anecdotes
news

14. blogs
creations
jokes
updates we share
anecdotes
news
reviews

15. advice
blogs
creations
jokes
updates we share
anecdotes
news
reviews

16. advice
blogs
creations
jokes
updates we share
anecdotes
news
reviews
warnings

18. EVERY
MINUTE

19. 674,000
Facebook updates
EVERY
MINUTE

20. 674,000
Facebook updates
2,000,000
YouTube video views
EVERY
MINUTE

21. 674,000
Facebook updates
2,000,000
YouTube video views
EVERY 202,000,000+
emails
MINUTE

22. 674,000
Facebook updates
2,000,000
YouTube video views
EVERY 202,000,000+
emails
MINUTE
27,000
Tumblr posts

23. 674,000
Facebook updates
2,000,000
YouTube video views
EVERY 202,000,000+
emails
MINUTE
27,000
Tumblr posts
48 hours video
uploaded to YouTube

24. 674,000
Facebook updates
2,000,000
YouTube video views
EVERY 202,000,000+
emails
MINUTE
3,600 new photos 27,000
on Instragram Tumblr posts
48 hours video
uploaded to YouTube

25. 674,000
Facebook updates
2,000,000
YouTube video views
100,000 EVERY 202,000,000+
tweets emails
MINUTE
3,600 new photos 27,000
on Instragram Tumblr posts
48 hours video
uploaded to YouTube

26. 674,000
Facebook updates
47,000 app 2,000,000
store downloads YouTube video views
100,000 EVERY 202,000,000+
tweets emails
MINUTE
3,600 new photos 27,000
on Instragram Tumblr posts
48 hours video
uploaded to YouTube

28. the market
for something
to believe in
is

29. the market
for something
to believe in
is
infinite

30. we are looking for

31. we are looking for
connection

32. we are looking for
connection
confirmation

33. we are looking for
connection
confirmation
community

34. we are looking for
connection
confirmation
community
comrades

35. we are looking for
connection
confirmation
community
comrades
comfort

36. VS

37. taking a job VS

38. taking a job VS joining a cause

39. colleagues VS comrades

40. paycheque VS purpose

42. a job

43. a job
is a commodity

44. a job
is a commodity
that can be sold

45. a calling

46. a calling
is completely
different

47. Applying this
thinking to a
real problem,
can be a real
problem

48. community - a group
of people connected
voluntarily to an idea,
purpose and/or interest

49. a brand is a lie we tell ourselves so we can have an
emotional relationship with an inanimate object

50. a brand is the average of all the experiences of a
service or product, filtered through an individual’s
perception, social graph and personal bias

51. Brands have advocates.
Those advocates are connected.
They have become a community.
So have the detractors.

55. (adds to personal story)
expression
status brand belonging
(emotional connection)
awareness
(adds to world view)

56. (adds to personal story)
rich media
professional brand community
(emotional connection)
quick data
(adds toto world view)
(adds personal value)

57. YouTube
Pinterest
Instagram
Blogs
LinkedIn website Facebook
SlideShare Forums
Forums Yammer
Associations
Twitter
News Feed
Blogs

58. building
content

59. rhythm

60. rhythm [sets the pace]

61. chords
rhythm [sets the pace]

62. chords [sets the mood]
rhythm [sets the pace]

63. melody
chords [sets the mood]
rhythm [sets the pace]

64. melody [tells the story]
chords [sets the mood]
rhythm [sets the pace]

65. melody [tells the story]
harmony
chords [sets the mood]
rhythm [sets the pace]

66. melody [tells the story]
harmony [adds complexity]
chords [sets the mood]
rhythm [sets the pace]

67. solo
melody [tells the story]
harmony [adds complexity]
chords [sets the mood]
rhythm [sets the pace]

68. solo [adds emphasis
and emotion]
melody [tells the story]
harmony [adds complexity]
chords [sets the mood]
rhythm [sets the pace]

69. voice
narrative
diversity
consistency
frequency

71. ATTITUDE
APPROACH

73. ATTITUDE
APPROACH
GOALS
STRATEGY

75. ATTITUDE
APPROACH
GOALS
STRATEGY
TACTICS
EXECUTION

77. many outfits

78. many outfits
one sense of style

86. One voice, one vision

87. One voice, one vision
Multiple touch-points

88. One voice, one vision
Multiple touch-points
Managed conversations

89. One voice, one vision
Multiple touch-points
Managed conversations
Continuous metrics

90. One voice, one vision
Multiple touch-points
Managed conversations
Continuous metrics
Break the fourth wall

91. One voice, one vision
Multiple touch-points
Managed conversations
Continuous metrics
Break the fourth wall
Stories, not updates

93. Thanks