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Travis Warren
                           WhippleHill, Inc
                           travisw@whipplehill.com




Generating Social
Currency with Old Photos
FLICKR/POPTECH
"When technology becomes technically
                 boring, it becomes socially interesting"




FLICKR/POPTECH
A Standard Life study suggests 28 to 40-year-olds
                      don't plan for the future because they prefer to
                        reminisce about past times. Yet experts say
                     nostalgia can give meaning to our seemingly dull
                           lives. - “What is nostalgia good for?”




                                                              Researchers at the University of
                                                              Southampton in the U.K. have also
                                                              found nostalgia to be a potent mood
                                                              booster. Since memories often star
Thinking of good memories for just 20                         important people in our lives, they
minutes a day can make people more cheerful                   may give us a comforting sense of
than they were the week before, and happier                   belonging.
than if they think of their current lives, report
researchers from Loyola University.
Tagging
Library of Congress | horse | dog | shepherd | montana | Gravelly
Range | Madison County | field | 1942 | August | collie | russell | lee
| russelllee | work | country | lone ranger | sheltie | marlboro man |
man | cowboy | horseback | great plains | transparency | big sky |
plains | prairie | loyalty | pride | weathered | white horse | devotion |
mans best friend | saddle | loyal | cowboy hat | blue sky | coat |
gloves | grass | stirrup | bridle | reins | tumble weed | clouds | hills |
Americana | cachorro | cavalo | cão | pastor | grass land | flea-bitten
horse | chien | caballo | cheval | indian | stoic | sheepdog | farm dog
| home | range | canine | animal | clowns | maria | jose | fernando |
abba | baba | aladdin | feathers | master and servant
Tagging
Library of Congress | horse | dog | shepherd | montana | Gravelly Range
| Madison County | field | 1942 | August | collie | russell | lee | russelllee
| work | country | lone ranger | sheltie | marlboro man | man | cowboy |
horseback | great plains | transparency | big sky | plains | prairie |
loyalty | pride | weathered | white horse | devotion | mans best friend |
saddle | loyal | cowboy hat | blue sky | coat | gloves | grass | stirrup |
bridle | reins | tumble weed | clouds | hills | Americana | cachorro |
cavalo | cão | pastor | grass land | flea-bitten horse | chien | caballo |
cheval | indian | stoic | sheepdog | farm dog | home | range | canine |
animal | clowns | maria | jose | fernando | abba | baba | aladdin |
feathers | master and servant
Folksonomy
Library of Congress | horse | dog | shepherd | montana | Gravelly Range
| Madison County | field | 1942 | August | collie | russell | lee | russelllee
| work | country | lone ranger | sheltie | marlboro man | man | cowboy |
horseback | great plains | transparency | big sky | plains | prairie |
loyalty | pride | weathered | white horse | devotion | mans best friend |
saddle | loyal | cowboy hat | blue sky | coat | gloves | grass | stirrup |
bridle | reins | tumble weed | clouds | hills | Americana | cachorro |
cavalo | cão | pastor | grass land | flea-bitten horse | chien | caballo |
cheval | indian | stoic | sheepdog | farm dog | home | range | canine |
animal | clowns | maria | jose | fernando | abba | baba | aladdin |
feathers | master and servant
Now What?
Honored Alumni Reunion

- happens annually
- tied to board meeting
http://www.mpix.com
40



30



20



10



 0
     13-17   18-24    25-34    35-44   45-54    55+

             2004    1994      1984    1974    1973 -


             DEMOGRAPHIC SWEET SPOT
100

               90

               80
PHOTO VIEWS




               70

               60

               50

               40

               30

               20

               10

                0
+1   -1
+1

     -1

+1
+1



+1
Where are we?
-   Slideshows
-   Framed Prints
-   Email Stewardship Pages
-   use them on Chuck’s Corner
-   Flickr Drive-bys
-   Starting Conversations on
    Facebook & Twitter
Where now?
POPTECH
ime
                                                                  free t
                                                            ative
                                                       umul
                                                ld’s c
                                           e wor
                                     for th
                               ities
                        ssibil
                  e w po
             les n
      et enab
intern
TRAVISWARREN_123
proctorarchives
proctorarchives
proctorarchives
user             Proctor
                       Academy                        group
                                 member




                                          New
                                          Hampshire

collection




         set



               photo
Homepage
          Proctor
          Archives


                     members



   user   Proctor
          Academy
                               Proctor
                               In Focus


                                                  other
                                                 members


                               New
2008/09                        Hampshire


2009/10


Hockey
Theater
</presentation>
http://en.wikipedia.org/wiki/Social_currency

Social currency can be divided into six dimensions or levers:

It is about creating a sense of community and by that a strong affiliation
between customers, consumers and users of a brand. Having social
currency increases a brandʼs engagement with consumers and interaction
with customers, and by that adding to the customer conversation around
the brand, it grants access to information and knowledge, which is being
shared within the customer base. Belonging to a group also helps users of a
brand to grow personally by accessing new utility and also developing their
own identity in the respective peer group. A strong attachment to a brand
will also be a core driver for an active advocacy recommending or even
defending the brand.

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Social Currency and Old Photos

  • 1. Travis Warren WhippleHill, Inc travisw@whipplehill.com Generating Social Currency with Old Photos
  • 3. "When technology becomes technically boring, it becomes socially interesting" FLICKR/POPTECH
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10. A Standard Life study suggests 28 to 40-year-olds don't plan for the future because they prefer to reminisce about past times. Yet experts say nostalgia can give meaning to our seemingly dull lives. - “What is nostalgia good for?” Researchers at the University of Southampton in the U.K. have also found nostalgia to be a potent mood booster. Since memories often star Thinking of good memories for just 20 important people in our lives, they minutes a day can make people more cheerful may give us a comforting sense of than they were the week before, and happier belonging. than if they think of their current lives, report researchers from Loyola University.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19. Tagging Library of Congress | horse | dog | shepherd | montana | Gravelly Range | Madison County | field | 1942 | August | collie | russell | lee | russelllee | work | country | lone ranger | sheltie | marlboro man | man | cowboy | horseback | great plains | transparency | big sky | plains | prairie | loyalty | pride | weathered | white horse | devotion | mans best friend | saddle | loyal | cowboy hat | blue sky | coat | gloves | grass | stirrup | bridle | reins | tumble weed | clouds | hills | Americana | cachorro | cavalo | cão | pastor | grass land | flea-bitten horse | chien | caballo | cheval | indian | stoic | sheepdog | farm dog | home | range | canine | animal | clowns | maria | jose | fernando | abba | baba | aladdin | feathers | master and servant
  • 20. Tagging Library of Congress | horse | dog | shepherd | montana | Gravelly Range | Madison County | field | 1942 | August | collie | russell | lee | russelllee | work | country | lone ranger | sheltie | marlboro man | man | cowboy | horseback | great plains | transparency | big sky | plains | prairie | loyalty | pride | weathered | white horse | devotion | mans best friend | saddle | loyal | cowboy hat | blue sky | coat | gloves | grass | stirrup | bridle | reins | tumble weed | clouds | hills | Americana | cachorro | cavalo | cão | pastor | grass land | flea-bitten horse | chien | caballo | cheval | indian | stoic | sheepdog | farm dog | home | range | canine | animal | clowns | maria | jose | fernando | abba | baba | aladdin | feathers | master and servant
  • 21. Folksonomy Library of Congress | horse | dog | shepherd | montana | Gravelly Range | Madison County | field | 1942 | August | collie | russell | lee | russelllee | work | country | lone ranger | sheltie | marlboro man | man | cowboy | horseback | great plains | transparency | big sky | plains | prairie | loyalty | pride | weathered | white horse | devotion | mans best friend | saddle | loyal | cowboy hat | blue sky | coat | gloves | grass | stirrup | bridle | reins | tumble weed | clouds | hills | Americana | cachorro | cavalo | cão | pastor | grass land | flea-bitten horse | chien | caballo | cheval | indian | stoic | sheepdog | farm dog | home | range | canine | animal | clowns | maria | jose | fernando | abba | baba | aladdin | feathers | master and servant
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 30. Honored Alumni Reunion - happens annually - tied to board meeting
  • 31.
  • 32.
  • 33.
  • 35.
  • 36.
  • 37. 40 30 20 10 0 13-17 18-24 25-34 35-44 45-54 55+ 2004 1994 1984 1974 1973 - DEMOGRAPHIC SWEET SPOT
  • 38.
  • 39.
  • 40.
  • 41.
  • 42. 100 90 80 PHOTO VIEWS 70 60 50 40 30 20 10 0
  • 43.
  • 44.
  • 45. +1 -1
  • 46. +1 -1 +1
  • 47. +1 +1
  • 48.
  • 49.
  • 50.
  • 51.
  • 52.
  • 53.
  • 54.
  • 55.
  • 56.
  • 57.
  • 58.
  • 59. Where are we? - Slideshows - Framed Prints - Email Stewardship Pages - use them on Chuck’s Corner - Flickr Drive-bys - Starting Conversations on Facebook & Twitter
  • 62.
  • 63. ime free t ative umul ld’s c e wor for th ities ssibil e w po les n et enab intern
  • 64.
  • 66.
  • 67.
  • 68.
  • 72.
  • 73.
  • 74. user Proctor Academy group member New Hampshire collection set photo
  • 75. Homepage Proctor Archives members user Proctor Academy Proctor In Focus other members New 2008/09 Hampshire 2009/10 Hockey Theater
  • 76.
  • 78. http://en.wikipedia.org/wiki/Social_currency Social currency can be divided into six dimensions or levers: It is about creating a sense of community and by that a strong affiliation between customers, consumers and users of a brand. Having social currency increases a brandʼs engagement with consumers and interaction with customers, and by that adding to the customer conversation around the brand, it grants access to information and knowledge, which is being shared within the customer base. Belonging to a group also helps users of a brand to grow personally by accessing new utility and also developing their own identity in the respective peer group. A strong attachment to a brand will also be a core driver for an active advocacy recommending or even defending the brand.