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Four Secrets to Making Things Crowd Worthy

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

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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!

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