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Four Secrets to Making Things Crowd Worthy

#H2H
@bryankramer
Human to Human #H2H:
The Secret to Making
Ideas Crowdworthy
@bryankramer #H2H
#H2H
@bryankramer
There is no more
B2B or B2C.
It’s H2H:
Human to Human.
#H2H
@bryankramer
Context
Simplicity
Empathy
Imperfection

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Four Secrets to Making Things Crowd Worthy

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Everyone has seen sporting events where the crowd "waves" around the stadium. It takes one person to start, a few others to notice, and the rest to make it happen. In social, sharing is also a very individual choice and experience, yet the crowds are what make social hum. So when does the crowd, become the crowd? What components of content shared in social make it "crowd worthy"? In this talk, Bryan analyzes the success of crowd-dependent brands like AirBNB, the recent phenomenal social campaigns of BatKid and WestJet's "Santa's Surprise", as well as more personal learning from his own crowd-based campaign, "90 Days to Ellen DeGeneres." Both emotionally and intellectually charged, come prepared with pen, paper and tissues!

Everyone has seen sporting events where the crowd "waves" around the stadium. It takes one person to start, a few others to notice, and the rest to make it happen. In social, sharing is also a very individual choice and experience, yet the crowds are what make social hum. So when does the crowd, become the crowd? What components of content shared in social make it "crowd worthy"? In this talk, Bryan analyzes the success of crowd-dependent brands like AirBNB, the recent phenomenal social campaigns of BatKid and WestJet's "Santa's Surprise", as well as more personal learning from his own crowd-based campaign, "90 Days to Ellen DeGeneres." Both emotionally and intellectually charged, come prepared with pen, paper and tissues!

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Four Secrets to Making Things Crowd Worthy

  1. #H2H @bryankramer Human to Human #H2H: The Secret to Making Ideas Crowdworthy @bryankramer #H2H
  2. #H2H @bryankramer There is no more B2B or B2C. It’s H2H: Human to Human.
  3. #H2H @bryankramer Context Simplicity Empathy Imperfection
  4. #H2H @bryankramer
  5. #H2H @bryankramer What is a crowd? • As humans, we see ourselves as having membership or non-membership in various social groups • Based on the personal values and morals of a human, they will identify as a member or non-member of an ambiguous crowd. Source: Social identity theory on Wikipedia
  6. #H2H @bryankramer Sharing. Going viral. Word of mouth. Why do crowds make things “catch on”?
  7. #H2H @bryankramer
  8. #H2H @bryankramer The “Social Stadium” The idea is the “disturbance” Social channels are the “medium”
  9. #H2H @bryankramer dark delightful Disruption has 2 sides.
  10. #H2H @bryankramer #SFBatkid
  11. #H2H @bryankramer
  12. #H2H @bryankramer
  13. #H2H @bryankramer
  14. #H2H @bryankramer The facts. Months of planning 11K volunteers Seeded content Reddit > aggregator sites > 70K Likes two weeks before event Metrics: #SFBatKid Obama’s Tweet was RT over 8K times
  15. #H2H @bryankramer #AirBnBHV
  16. #H2H @bryankramer #AirBnBHV “First Short Film Crowdsourced From Vines”
  17. #H2H @bryankramer The facts. Well organized, not rigid Director, storyboards and media plan, but open to creative interpretation. Made their fans the stars Received over 750 Vines in six days. Metrics: #AirBnBHV 322K views on YouTube. Retweet by Ashton Kutcher to 15M followers.
  18. #H2H @bryankramer #WestJetChristmas
  19. #H2H @bryankramer #WestJetChristmas
  20. #H2H @bryankramer Seed Tweet Social validation – including # of views doubled engagement
  21. #H2H @bryankramer The facts. Simple concept How do we show our guests we care? Made it authentic 175 WestJet employees, 250 passengers Metrics: #WestJetChristmas 35M views and 1000% increase in subscribers on YouTube. Over 1M shares on Mashable – a new record.
  22. #H2H @bryankramer #90DaystoEllen
  23. #H2H @bryankramer #90DaystoEllen
  24. #H2H @bryankramer The facts. Polarize the idea Prove social can create real relationships. Rally behind a cause Encourage restaurants to outbid for charity. Metrics: #90DaystoEllen Over 100M impressions to date. Over $1500 raised for Feeding America® Budget less than $100. CMI Content Marketing
  25. #H2H @bryankramer Secret #1 Have a simple human concept. Make a boy’s wish come true. Delight your customers. Prove a point.
  26. #H2H @bryankramer Secret #2 Have a structured plan. Use a calendar. Get a team behind you. Know your end goal.
  27. #H2H @bryankramer Secret #3 Apply the rules of Improv. Say “yes” to ideas from the crowd. Be timely. Listen.
  28. #H2H @bryankramer Secret #4 Invite people to the party. Ask people to help. Make it simple to share. Reward and thank them.
  29. #H2H @bryankramer Business does not have emotion. Humans do. Humans need to connect with something bigger than themselves. Humans just want to be included. Just speak Human to Human: #H2H
  30. #H2H @bryankramer Thank you! www.bryankramer.com #H2H /bryankramer @bryankramer /bryanjkramer
  31. #H2H @bryankramer

Notes de l'éditeur

  • Titles:Tapping into the heart of the crowd: An analysis of what worksCreating crowd worthy campaigns: Four case studies of successMaking Social Hum: The Secrets to Making Things CrowdworthySummary:Everyone has seen sporting events where the crowd "waves" around the stadium. It takes one person to start, a few others to notice, and the rest to make it happen. In social, sharing is also a very individual choice and experience, yet the crowds are what make social hum. So when does the crowd, become the crowd? What components of content shared in social make it "crowd worthy"? In this talk, Bryan analyzes the success of crowd-dependent brands like AirBNB, the recent phenomenal social campaigns of BatKid and WestJet's "Santa's Surprise", as well as more personal learning from his own crowd-based campaign, "90 Days to Ellen DeGeneres." Both emotionally and intellectually charged, come prepared with pen, paper and tissues!
  • Business does not have emotion. People do.People want to be a part of something bigger than themselves.People want to feel something.People want to be included.
  • Business does not have emotion. People do.People want to be a part of something bigger than themselves.People want to feel something.People want to be included.
  • There is no shortage of people in social. But just like in life, if you run with the wrong crowd, what you have to offer will never be maximized or heard.Social identity theory posits that the self is a complex system made up primarily of the concept of membership or non-membership in various social groups.Based on the personal values and morals of an individual, they will identify as a member or non-member of an ambiguous crowd.
  • A wave = a disturbance that travels through a medium. Like water, social media is also a medium, so like a wave in water, ideas make their way through the connected internet much in the same way. In this case, the ideas are the energy force, and the strength of the idea determines the speed that it travels across channels, and how disruptive it is to its environment around it.
  • Anyone can start an idea, but what makes people push it through these mediums? Disruption. All it takes is one person to “stand up” in these mediums to make an idea go around the stadium.
  • The Make-A-Wish foundation, SF officials and thousands of volunteers came together to transform San Francisco into Gotham City to grant 5-year-old Leukemia survivor Miles Scott his wish of being Batkid on Friday, Nov. 15, 2013http://www.sfgate.com/bayarea/article/Batkid-Thousands-cheer-on-pint-size-superhero-4985651.php#photo-5469519
  • Batkid has a Wikipedia page!http://en.wikipedia.org/wiki/Batkidhttp://www.sfgate.com/bayarea/article/Batkid-Thousands-cheer-on-pint-size-superhero-4985651.phphttp://vimeo.com/79541124 (Videotoembed)
  • http://socialmediatoday.com/davidcheng/1933941/how-sfbatkid-saved-day-melted-our-hearts-and-won-internet
  • The Make-A-Wish foundation, SF officials and thousands of volunteers came together to transform San Francisco into Gotham City to grant 5-year-old Leukemia survivor Miles Scott his wish of being Batkid on Friday, Nov. 15, 2013http://www.sfgate.com/bayarea/article/Batkid-Thousands-cheer-on-pint-size-superhero-4985651.php#photo-5469519
  • https://www.youtube.com/watch?v=laCLVzWpS0Ihttp://www.convinceandconvert.com/social-image-of-the-week/airbnb-releases-first-short-film-crowdsourced-from-vines/
  • http://socialmediatoday.com/davidcheng/1933941/how-sfbatkid-saved-day-melted-our-hearts-and-won-internetReleased first on the Sundance Channel then online.
  • http://simpliflying.com/2013/westjet-christmas-miracle-statistics/
  • https://www.youtube.com/watch?v=zIEIvi2MuEkIn early December 2013, WestJet posted a video featuring their actual employees surprising actual passengers with gifts coming out of the baggage carousel instead of their checked luggage. The gifts they received were real requests by these passengers, given at their departing airport via an interactive Santa kiosk. The results were internet gold.
  • Source: Unmetric and Simpliflyinghttp://simpliflying.com/2013/westjet-christmas-miracle-statistics/
  • http://socialmediatoday.com/davidcheng/1933941/how-sfbatkid-saved-day-melted-our-hearts-and-won-internetReleased first on the Sundance Channel then online.
  • Here’s another example that’s a little closer to my heart. Over the summer, my friend DJ Waldow and I decided to conduct a social experiment to see if we could get Ellen DeGeneres to have lunch with us – using only social media – to raise money for Feeding America. We felt strongly that social media had the power to reach the unreachable and fight hunger in America at the same time.At the end of the 90 days, by the numbers, the campaign was a wild success. It got over 70 million impressions. Fans of the campaign helped raise over $1,500 dollars for Feeding America. It even justwon “Content Marketing Campaign of the Year” by the Content Marketing Institute. But did we get Ellen to have lunch with us? NO.
  • Here’s another example that’s a little closer to my heart. Over the summer, my friend DJ Waldow and I decided to conduct a social experiment to see if we could get Ellen DeGeneres to have lunch with us – using only social media – to raise money for Feeding America. We felt strongly that social media had the power to reach the unreachable and fight hunger in America at the same time.At the end of the 90 days, by the numbers, the campaign was a wild success. It got over 70 million impressions. Fans of the campaign helped raise over $1,500 dollars for Feeding America. It even justwon “Content Marketing Campaign of the Year” by the Content Marketing Institute. But did we get Ellen to have lunch with us? NO.
  • 4) Embrace change – In social, you’re going to hear the good, bad and the ugly about what you put out into the world. But business has evolved to the point where it needs to adapt and adopt new thinking quickly to survive, without fear of making a mistake and shifting mindsets. I agree with Steve Jobs, when he said that the consumer doesn’t know what they want until you give it to them. So give them your best ideas, and be open to the feedback when it comes. You might just hear something that sparks a better approach. 5) Failure means shifting and trying again- a shift that makes a difference comes more from failure than it does success. When you’re able to see the shifts out of each challenge you face, they’ll all add up to success!1) Get Real: Know who you are as a brand, and exude qualities that fit who you really are at the heart. It sounds so simple, and yet it’s probably the thing I find most companies get wrong. Whether you’re getting it from your customers, or doing the work from within, do the work to discover who your brand is. Pay attention to your fingerprint, it will create shifts along the way. Authenticity drives the energy necessary to create forward momentum.  
  • Business does not have emotion. People do.People want to be a part of something bigger than themselves.People want to feel something.People want to be included.
  • Titles:Tapping into the heart of the crowd: An analysis of what worksCreating crowd worthy campaigns: Four case studies of successMaking Social Hum: The Secrets to Making Things CrowdworthySummary:Everyone has seen sporting events where the crowd "waves" around the stadium. It takes one person to start, a few others to notice, and the rest to make it happen. In social, sharing is also a very individual choice and experience, yet the crowds are what make social hum. So when does the crowd, become the crowd? What components of content shared in social make it "crowd worthy"? In this talk, Bryan analyzes the success of crowd-dependent brands like AirBNB, the recent phenomenal social campaigns of BatKid and WestJet's "Santa's Surprise", as well as more personal learning from his own crowd-based campaign, "90 Days to Ellen DeGeneres." Both emotionally and intellectually charged, come prepared with pen, paper and tissues!
  • Business does not have emotion. People do.People want to be a part of something bigger than themselves.People want to feel something.People want to be included.

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