Les auteurs expliquent dans cet ouvrage comment faire émerger l'élément différentiateur du message, comment être pertinent et sortir de la masse à l'ère de l'explosion des communications numériques, alors qu'un consommateur est aujourd'hui assujetti à 20 000 stimuli publicitaires par jour.

1. The Impact Equation
Cheat sheet

2. The authors
• Chris Brogan
• influential blogger & speaker
• Blog = Top 5 of the Advertising Age Power150 /
Top 10 Technocrati (2012)
• CEO. Human Business Works
• board of advisors HubSpot
• PodCamp co-founder
• other books (Google+, Social Media)
• Julien Smith
• Originalsuccessfulpodcasters
• Blogger & Speaker
• Saint-Henri, montreal
• CEO Breather
Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust (2009)
New york times bestseller, WSJbestseller, Amazon top 100 list (# 30)

3. executive summary
• Is this book for you?
• The concept & The equation
• How to spread my idea?
• What are the ways to build
influence and stand out?
• How to build my platform?
• How can I have an impact?
• How do I build an audience?
• How do I differenciate myself?
• How do i build credibility?
• Business cases
Idea
Platform
Human
element
Visibility

4. Why this topic?
• "medium is the
message", Marshall
Mcluhan
• "Now that the tools
have become
technologically boring,
they can become
socially interesting."
Clay Shirky
Big data Social Media Analytics
UX
Native
advertising
Content
marketing
Responsive
Web design
Growth
hacking
Native
advertising
Gamification Geolocation
The internet
of things
buzz words

5. The diagnosis of the situation
How do I become a participant without addingto the noize? How can I bring value?
• Disruptive technology. The frictionless nature of the distribution.
• UGC (user generated content): we are the first generation who are not only mass consumers of media in multiple formats
but also mass creators of media.
• Competitive environment.20 000 stimuli per day.
• It will be harder to impress audiences tomorrowthan today.
• The more complex and competitive the ecosystem, the more adaptable and targeted your messages must become.
• The democratization of information: the consumers are increasingly critical aboutthe products/the services (consumers
turn to social platforms for advices - tripadviser, youtube, etc.)
• Consumers have less confidence in corporations.(communication bidirectionnelle vs unidirectionnel= transforme
l'organisation)
• Advertisingdistracts. (except for the superbowl)

6. Part 1: Goals (kpi)

7. Impact = C x (R+E+A+T+E)
CREATE mnemonic acronym
• Contrast: differentiation,interest, positionning (remarkable)
• Reach: the higher the nbr of people connecting the more influential you get (quant)
• Exposure: all about how often you connect with your audience(quant)
• Articulation: being understood instantly
• Trust: credibility
• Echo: the feeling of connection with your audience

8. business case: Dollarshaveclub.com
• Contrast: The DSC sells just three types of blades. Nothing fancy.
• Reach: DSC YouTube video received three million views the first week and covered
by all the major US media
• Exposure: DSC sends a subscriber a new blade in the mail every single month
• Articulation: simple USP 1$ for 2 blades; 5$ for 4; 9$ for 6.
• Trust: Consumers don't know much about the company. Challenged Gillette. Why
pay more so that Gilette can have celibrity endorsements?
• Echo: Everything about the video and the website is built to make you feel like
you're part of the joke. You feel it's exclusive.
$50 000 website
20 000 subscribers
$100 000/month

9. a new paradigm:
data at the core of business decisions
• Buzz Feed: algorithm & metrics oriented editorial content vs old editorial
paradigm (not exclusive, no scoop = value decrease/ emergence slow news ).
• Veronica Mars, the movie: Fundraising campaign to produce the film
through Kickstarter(crowdfunding platform). It attained the $2 million goal
in less than ten hours.

10. PART 2 : IDEAS
IDEAS SHARP LIKE A LASER

11. SETH GODIN: If You're Going To Be
Average, You Might As Well Quit
http://www.ted.com/talks/seth_godin_on_sliced_bread#t-32167
"We are living in is a century of idea
diffusion. People who can spread ideas,
regardless of what those ideas are, win."
Godin, 2003

12. Contrast: how to improve?
1. What is the proposition's value?
2. Pan out. Is your value information or emotion?
3. Where must you compete and what is critical in order to maintain position?
4. What can be diminished?
5. What can be eliminated?
6. Examples : Cirque du soleil. Quebecor.

13. Contrast: making something stand out
1. If you're just talking about you. Don't even bother.
2. Ideas have shapes. (Baseball analogy) (Scenario film, Pop song, Ted
format)
3. Don't throw ideas haphazardly. Be strategic. Find the sticky factor.
4. Multiply ideas. Test. Strategic trial and error.
5. Be brave.
6. Smart / Emotional imprint content spreads itself.
7. Extrapolation. (Contrast gone bad. Burger King business case.
McDonalds - McCafé (100millions rev, 1rst year op)

14. Articulation: tell it to me like i'm six years old
(the Kenneth Hadge method)
Articulation = Clarity
1. Words must serve the idea: use small words, simple phrases. Big words distract and
create unnecessary barriers.
2. Simplicity: Articulate your USP/ concepts in a few words.
3. Master the art of language. Learn to convince with your words. ex. Cicero, Winston
Churchill, René Lévesque, Martin Luther King.
4. Process of synthesis: A big part of creating clarity in your idea is connecting the
dots. Brings together a whole picture which makes it more comprehensible.
5. Focus on one or a few ideas. Framework. Funnel exercice.

15. PART 3: PLATFORMS
TOOLS TO REACH PEOPLE & COMMUNICATE IDEAS

16. Reach: plants without sunlight dry up
Reach: The higher the number of people you can connect with, the more influential your idea can become. (quantitative)
1. Size of your list. (email)
2. Number of followers
3. How many people you connect to. Etc.
• What is a platform? (definition)
• Kim Kardashian vs Paulo Coelho.
• Ricky Gervais podcast (business model)
• Platform = building a solid base of followers, building a solid relationship
• Less affected by external factors
• The can't get enough of you VS spam
• More followers does not mean more business opportunities

17. How to increase your reach? How to build your
platform?
1. Build ASAP
2. Consistency
3. Launch/Big splash strategy
4. Viral video campaign
5. Advertising
6. PR coverage
7. Cross-marketing/cross-promotion
8. Partnerships
9. Bring real value
10. Free strategy (eBook, Keynote, webinars)
11. Trade shows/Events
12. Time factor (be patient)
13. nonlinear exponential growth

18. Exposure: hype vs value
How often you connect with your audience: The art of hitting peole
again and again until they take action. the frequency.
• Exposure is a blend of opportunityand the ability
to be part of various platforms.
• Not just stupid repetition
• Ubiquitous. (Moschino/Jeremy Scott)

19. Toolkit Exposure
1. Don't cross-post the same content. Create a unique spin for each platform.
2. Make your information useful. Don't need to be strictly serious. (Hipster
chef)
3. Adapt your content. Responsive design.
4. Brevity rules. Simplify content. (e-books, video, infographics)
5. Newsletters: more text less graphics

20. PART 4: NETWORK
IF YOU'RE NOT TRUSTED, YOU'RE NOTHING.

21. Trust equation: C*R*I/S = TRUST
C = CREDIBILITY: what you say that can actually be backedup by your credentials.
R = RELIABILITY: you actually do what you say you do.
I = INTIMACY: all levels of closeness between individuals.
S = SELF-INTEREST: do you genuinely want to help or just want to sell? are you
truly listening?
"To sustain a strong business experience in today's marketplace, Trust will be a longer and more
visible path than ever before. In a world of reviews, online complaints, and the inability
to hide any bad experiencesfrom future buyers, you'll find Trust a powerful and important
attribute."p.209

22. Trust toolkit
1. Credentials. Experience. Who is behind the curtain?
2. Media coverage (blogger, magazines, etc.)
3. Transparency. (terms of use, policy, ingredientslist)
4. Polish online reputation (address bad reviews, ask for a review, for comments)
5. Be reliable. Be consistent.
6. Display values and principles. (community nurturing approach vs bias big
corporation)
7. Treat your supplier your employees like ambassadors. (consciouscapitalism)

23. Business case: Dolbeau.ca
• They new nothing about fashion but had a simple idea. Their secret? Creating products specifically targeted
toward fashion bloggers + using the best materials & be adaptable. Within 24hs of its launch Dolbeau hit the
fashion blogs hard.
• Contrast: adapting the exact needs of their industry making it worth spreading (hipster/blogger niche)
• Reach: Blogosphere
• Exposure: Dolbeau uses instagramto connect to its fan, so everytime a product is launched everybody
knows about it.
• Articulation: Dolbeau story is easy to sell. Quality vs Quantity.
• Trust: they've hired the most stylish person they know to talk about fashion directly on the site making
Dolbeau.ca itself a destination.
• Echo: a simple site giving you the impression that a person made it, not a big corporation. Accessible.

24. Echo: how does your message resonate?
• Echo: action-reaction. It's about
connection. It's about being
approachable. Emotional imprint.
• Nobody likes the snobbish asshole at a
cocktail party.
• Adele talks with people not as a celebrity
but as if they were friends. As if she's
talking directly with you, and you can
easily relate.

25. ECHO toolkit
1. Bidirectional communication.
2. Sacrifice, give, be generous.
3. Don't be a fake, be real.
4. Treat people as equals. Be approachable. (vs Celebrity on a pedestal)
5. Use their language. Making a Star wars joke in a roomful of technologist is a safe bet.
6. Find common ground. Ask where people are from like comedians.
7. Share your feelings. Share your excitement, your indignation. It's about being human.
8. Keep the message alive and adapt to the modern world.
9. The ultimate Echo: speaking at a universal level (Paulo Coehlo, religion).

26. 1. Pick a metric (kpi)
2. Level up.
3. Play new games. once you're
feeling comfortable mix it up.
4. Take a wild swing: try something
bigger than what should be a
natural progression. Bigger risk
means bigger rewards.
• A-B testing, trial and error.
Iteration.

27. summarized by:
viriya.thach@gmail.com
514.886.4463
Knowledge Circle
knowledgecircleclub@gmail.com
First meetup
September 8, 2014