In today’s connected culture, earning and maintaining attention is hard. Funnels and channels are out of date and irrelevant. Digital is no longer about reach or exposure. Or, it is, but not just about that. Reach is the beginning. Digital success is all about ‘what’s next.’ Building relationships is about humanity: People respond to being asked for help.. It’s no longer about attention or loyalty, its about a shared sense of purpose. From Tom’s to Patagonia, mission is key. Caleb Gardner, Digital Director of Organizing For Action, is strategist behind President Obama’s digital relationship-building operation. He joins Barefoot Proximity’s strategist Craig Heimbuch for a discussion about the nature of relationships between people and brands and why digital success means behaving more like humans than marketers. 1. How should marketers and movements think about strategy in today’s digital climate? Do traditional funnels and channel thinking still matter? 2. Why is asking for help more important than offering something for free? And how does digital ubiquity make it easier to create real relationships at scale? 3. Why does reach matter less than depth? How can brands and movements benefit from the thinking that 60M followers don’t matter? Find out the answer to these questions in BBDO + Proximity's presentation, "Human Nature @Scale."

1. HUMAN NATURE @SCALE
Building Valuable Relationships with Social & Content

21. HOW GROUPS OF PEOPLE NATURALLY ARRANGE THEMSELVES

22. UNDERSTANDING THE OPPORTUNITY
Traditional Media &
Advertising Based on Reach

23. UNDERSTANDING THE OPPORTUNITY
CRM Designed to
Drive Engagement and
Advocacy

24. HOW GROUPS OF PEOPLE NATURALLY ARRANGE THEMSELVES
A social strategy that’s
flexible enough to reach
people where they’re at

25. MULTI-LAYERED TOUCH POINTS
(WITH MEASURABLE OUTCOMES)
f

26. GUIDING PRINCIPLES

27. CONTENT STARTS (AND ENDS)
WITH RELATIONSHIPS
Content is your contribution to the relationship with the individual.
There is no such thing as ‘Consumers’ there are only people to relate to, to understand, to move.
Content should not speak at demographics, it should speak with people.

28. THE BEN FRANKLIN EFFECT
"He that has once done you a kindness will be more ready to do you another than he whom
you yourself have obliged." – Benjamin Franklin

29. USE DATA TO MOVE QUICKLY
tBig data is good—smart data is better. When you see what resonates with your people and
what doesn’t, you can adjust the entire system to better serve them.

30. SOCIAL AND MOBILE ARE
HUMAN BEHAVIORS
Social is not a ‘Channel’ it is a behavior and an opportunity to connect, but more importantly,
social is a vital way to ask:
For participation. For contribution. For favors.

31. VALUE, LIKE RELATIONSHIPS,
IS BUILT OVER TIME, ACROSS
MULTIPLE ENGAGEMENTS
AND TOUCH POINTS,
THROUGH ONGOING
BEHAVIOR.

32. WITHOUT IDENTIFYING THE ENGAGED FEW
60 MM TWITTER FOLLOWERS DON’T MATTER

33. THE MARKETING FUNNEL
IS NOW A CURVE

34. 34
ENGAGEMENT DESIGN
Impressions Advocacy
RelationshipValue
Social & CRM
Reach-based

35. 35
LADDERING ENGAGEMENT
Advertising
RelationshipValue
Social & CRM
Reach-based

36. 36
LADDERING ENGAGEMENT
Advertising Promoted
Social
RelationshipValue
Social & CRM
Reach-based

37. 37
LADDERING ENGAGEMENT
Advertising Promoted
Social
Organic
Social
RelationshipValue
Social & CRM
Reach-based

38. 38
LADDERING ENGAGEMENT
Advertising Promoted
Social
Organic
Social
Registratio
n
RelationshipValue
Social & CRM
Reach-based

39. 39
LADDERING ENGAGEMENT
Advertising Promoted
Social
Organic
Social
Registration Small
Contributio
n
RelationshipValue
Social & CRM
Reach-based

40. 40
LADDERING ENGAGEMENT
Advertising Promoted
Social
Organic
Social
Registration Small
Contribution
Activate
RelationshipValue
Social & CRM
Reach-based

41. 41
LADDERING ENGAGEMENT
Advertising Promoted
Social
Organic
Social
Registration Small
Contribution
Activate Advocacy
RelationshipValue
Social & CRM
Reach-based

42. TRANSLATING THIS FOR YOUR BUSINESS
(MARKETING)

43. USE THE ARC TO BRING
RELATIONSHIPS TO LIFE

44. 44
USE THESE RELATIONSHIP MARKERS
TO CONNECT YOUR PLATFORMS
ReferralPurchase/
Reviews/U
GC
CouponsRegistratio
n
Social
Follow/
Organic
Paid
Promotion
Advertising
RelationshipValue
Social & CRM
Reach-based

45. RULE #1: KILL YOUR SILOS

46. RULE #1: KILL YOUR SILOS
CONTENT
DATA

47. RULE #2: ASK FOR VOLUNTEERS

48. RULE #2: ASK FOR VOLUNTEERS
Small, meaningful
actions.

49. RULE #3: FIND YOUR PEOPLE

50. RULE #3: FIND YOUR PEOPLE

51. RULE #4: REWARD THE EXTRAORDINARY

52. WOULD YOU TREAT THIS PERSON…

53. THE SAME AS THIS PERSON?

54. Service is your product.
Customers are your product.
Experience is your product.

55. NOT ONLY DRIVE PREFERENCE,
BUT OVERCOME CHOICE
AND CHANGE BEHAVIOR

56. THANK YOU
@calebgardner
@cheimbuch