SlideShare une entreprise Scribd logo
1  sur  33
Dating Brian
Dating Brian
the assignment:

make something
famous
              with $1000
            in 10 weeks
but seriously. what is fame?
one definition we liked:

the condition of being talked abo
                                  ut by
many people, especially on acco
                                 unt of
notable achievements.


but who’s doing
the talking?
there are different types of
                                        fame depending on
                                                    WHO
                                      thinks you’re famous




stupid fame       niche fame        local fame     kenji fame
the WORLD is      to a specific      those in a     you are
screaming your    INTEREST          certain AREA   mentioned by
name (just your   GROUP,            think you're   @kenjisummers
first name)        you are god       the shit
setting t he finish line:
s uccess metrics
we hoped we'd hit:

niche fame + local fame

500 followers on twitter

300 fans on facebook

some covera ge in pop culture/trends blogs
start with a foundation
crafted the hook | newsworthiness + tight explanation

considered the timing | we had 4 weeks, and understood
the speed at which this could move and activate interest

considered our resources/talent | brian was free & willing

considered the audience | one that reacts to, participates
in and even alters a story as it's unfolding

build an ongoing autonomy | crowd engagement is
sprinkles, the content stands alone
Dating Brian
Dating Brian
Dating Brian
did we get famous?
we got coverage
         we got community
                      we got copied
Dating Brian
1,571                 4,140                            3
twitter followers        active users    times recognized
                         on facebook              in public


             1      55,022                      283
   kiss received        website visits   date applications
                                           & nominations


      745                   135                         3
 facebook fans      countries reached            copycats



     30+            59,761                             5
blogs covering             total views    radio interviews
      the story           on youtube
the good stuff
      we learned al ong the way
 what
getting lucky is awesome.
but we couldn't depend on that. 
everything was thoughtfully crafted along
the way.


from the start, the project was built for
attention and constructed of tags and
keywords that would enhance chatter and
encourage sharing. 
we had a mission.




make the bacon of social media projects.
we learned things.
we figured shit out.
              1. cherry-pick the components
              2. people still care about big stories
 old school   3. there are still unknown variables
    VS.
              4. create tiers of participation
#NEWSCHOOL
              5. collaborating should be messy
              6. remember to feed the sharks
              7. fight the good fight  
school
old

       holy shit. we need to
        reinvent the wheel
     and create matter fr
                           om
      dark, empty nothing.
#NEWSCHOOL

 cherry-pick the components
school
old
    the web has destroye
                              d
          the epic tale.
         everybody only
        cares about the
      little digital bites.
#NEWSCHOOL

   people still care about big stories


yes, stories are becoming
increasingly bite-sized. 
and we're snacking all day
long, pulling from different
channels.

but people still appreciate a
big-ass burger of a story. 
a story that puts you into a
blissful food coma.
school
old


    this social media stuf
                             f
        is like science.
    just plug in x, y, and
                           z.
#NEWSCHOOL

             go with the flow




   everybody was freaking out about capris.

           some things are unplanned.
           you never know what people
             are going to care about.

   euro-men's fashion is apparently one of them.
school
old

          there will be one
         awesome, targeted
         way that people will
           engage with us.
#NEWSCHOOL

      create tiers of participation
                                     let people choose.

            applying                  by building
          matchmaking                in different levels
                                     of engagement, 
       voting, suggesting            you can keep 
      RTing, liking, sharing         a wider audience 
                                     engaged and active.
 following on twitter & facebook
watching, checking it out, reading
school
old


         insert static art and
          copy here and then
           forget about it.
#NEWSCHOOL

  remember to feed the sharks


                   keep the content
                        coming.
                     even if you’re
                      exhausted.
                   you don’t want to
                    lose any limbs.
school
old
         account management
                              ?
             that corner.
               planning?
          you’re in the back.
              creatives?
           go to your cave.
#NEWSCHOOL

  collaboration should be messy
school
old


         your audience is
       there to be sold to
#NEWSCHOOL

           love your audience
stay true to your audience by
m aking project p romises early 
and k  eeping them.
                promises we m
                                  ade:
                • keep clean cho
                                   ice architecture:
                  make it easy for
                                     the crowd to be
                  in control
               • keep the focus
                                  on brian
               • keep it organic
                                 , no exceptions
what’s next?
      the experiment continues:
     brian still has 8 more dates.




  the ending is undetermined.
thanks.


                  @datin gbrian
datingbrian.c
             om

Contenu connexe

Similaire à Dating Brian

Digital disciples pdf version
Digital disciples pdf versionDigital disciples pdf version
Digital disciples pdf versionCraig Gilman
 
08855 ssmm noosa business group presentation
08855 ssmm noosa business group presentation08855 ssmm noosa business group presentation
08855 ssmm noosa business group presentationLisa Harrison
 
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better FuturesLeveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better FuturesDavid Hood
 
Goose Island: Social Media Seen Through a Glass
Goose Island: Social Media Seen Through a GlassGoose Island: Social Media Seen Through a Glass
Goose Island: Social Media Seen Through a GlassChicago AMA
 
JDS Academy Sharefest #3
JDS Academy Sharefest #3JDS Academy Sharefest #3
JDS Academy Sharefest #3Lisa Colton
 
Story telling workshop_sxsw_2013
Story telling workshop_sxsw_2013Story telling workshop_sxsw_2013
Story telling workshop_sxsw_2013Carri Bugbee
 
Tara Hunt - Your Social Media Strategy Wont Save You
Tara Hunt - Your Social Media Strategy Wont Save YouTara Hunt - Your Social Media Strategy Wont Save You
Tara Hunt - Your Social Media Strategy Wont Save YouCarsonified Team
 
08917 netconnect presentation_15_junev2
08917 netconnect  presentation_15_junev208917 netconnect  presentation_15_junev2
08917 netconnect presentation_15_junev2Lisa Harrison
 
How to be a #1 digital influencer
How to be a #1 digital influencer How to be a #1 digital influencer
How to be a #1 digital influencer Victoria Jones
 
Solving the Social Media Puzzle
Solving the Social Media PuzzleSolving the Social Media Puzzle
Solving the Social Media PuzzleDebbie Weil
 
Eat Your Serial - Information
Eat Your Serial - InformationEat Your Serial - Information
Eat Your Serial - InformationEat Your Serial
 
A marketeers brief guide to improving your social media performance
A marketeers brief guide to improving your social media performanceA marketeers brief guide to improving your social media performance
A marketeers brief guide to improving your social media performanceSHumphrey123
 
Tear Down The Walls (blc09)
Tear Down The Walls (blc09)Tear Down The Walls (blc09)
Tear Down The Walls (blc09)Bob Sprankle
 
HPT09 Woolworths Case Study
HPT09 Woolworths Case StudyHPT09 Woolworths Case Study
HPT09 Woolworths Case StudyJonny_Spindler
 

Similaire à Dating Brian (20)

Digital disciples pdf version
Digital disciples pdf versionDigital disciples pdf version
Digital disciples pdf version
 
08855 ssmm noosa business group presentation
08855 ssmm noosa business group presentation08855 ssmm noosa business group presentation
08855 ssmm noosa business group presentation
 
Ritu Sharma - Using Twitter for Social Change
Ritu Sharma - Using Twitter for Social ChangeRitu Sharma - Using Twitter for Social Change
Ritu Sharma - Using Twitter for Social Change
 
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better FuturesLeveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
 
Goose Island: Social Media Seen Through a Glass
Goose Island: Social Media Seen Through a GlassGoose Island: Social Media Seen Through a Glass
Goose Island: Social Media Seen Through a Glass
 
JDS Academy Sharefest #3
JDS Academy Sharefest #3JDS Academy Sharefest #3
JDS Academy Sharefest #3
 
Story telling workshop_sxsw_2013
Story telling workshop_sxsw_2013Story telling workshop_sxsw_2013
Story telling workshop_sxsw_2013
 
Tara Hunt - Your Social Media Strategy Wont Save You
Tara Hunt - Your Social Media Strategy Wont Save YouTara Hunt - Your Social Media Strategy Wont Save You
Tara Hunt - Your Social Media Strategy Wont Save You
 
How to Change the World Using Twitter
How to Change the World Using TwitterHow to Change the World Using Twitter
How to Change the World Using Twitter
 
08917 netconnect presentation_15_junev2
08917 netconnect  presentation_15_junev208917 netconnect  presentation_15_junev2
08917 netconnect presentation_15_junev2
 
How to be a #1 digital influencer
How to be a #1 digital influencer How to be a #1 digital influencer
How to be a #1 digital influencer
 
Solving the Social Media Puzzle
Solving the Social Media PuzzleSolving the Social Media Puzzle
Solving the Social Media Puzzle
 
Eat Your Serial - Information
Eat Your Serial - InformationEat Your Serial - Information
Eat Your Serial - Information
 
SMCFW - SXSW Downloaded
SMCFW - SXSW DownloadedSMCFW - SXSW Downloaded
SMCFW - SXSW Downloaded
 
Social Good
Social GoodSocial Good
Social Good
 
A marketeers brief guide to improving your social media performance
A marketeers brief guide to improving your social media performanceA marketeers brief guide to improving your social media performance
A marketeers brief guide to improving your social media performance
 
Tear Down The Walls (blc09)
Tear Down The Walls (blc09)Tear Down The Walls (blc09)
Tear Down The Walls (blc09)
 
Social Media Forum 09.09.13 - Facebook Presentation
Social Media Forum 09.09.13 - Facebook Presentation Social Media Forum 09.09.13 - Facebook Presentation
Social Media Forum 09.09.13 - Facebook Presentation
 
Boochcraft | #sharethetea
Boochcraft | #sharetheteaBoochcraft | #sharethetea
Boochcraft | #sharethetea
 
HPT09 Woolworths Case Study
HPT09 Woolworths Case StudyHPT09 Woolworths Case Study
HPT09 Woolworths Case Study
 

Dating Brian

  • 3. the assignment: make something famous with $1000 in 10 weeks
  • 4. but seriously. what is fame? one definition we liked: the condition of being talked abo ut by many people, especially on acco unt of notable achievements. but who’s doing the talking?
  • 5. there are different types of fame depending on WHO thinks you’re famous stupid fame niche fame local fame kenji fame the WORLD is to a specific those in a you are screaming your INTEREST certain AREA mentioned by name (just your GROUP, think you're @kenjisummers first name) you are god  the shit
  • 6. setting t he finish line: s uccess metrics we hoped we'd hit: niche fame + local fame 500 followers on twitter 300 fans on facebook some covera ge in pop culture/trends blogs
  • 7. start with a foundation crafted the hook | newsworthiness + tight explanation considered the timing | we had 4 weeks, and understood the speed at which this could move and activate interest considered our resources/talent | brian was free & willing considered the audience | one that reacts to, participates in and even alters a story as it's unfolding build an ongoing autonomy | crowd engagement is sprinkles, the content stands alone
  • 11. did we get famous? we got coverage we got community we got copied
  • 13. 1,571 4,140 3 twitter followers active users times recognized on facebook in public 1 55,022 283 kiss received website visits date applications & nominations 745 135 3 facebook fans countries reached copycats 30+ 59,761 5 blogs covering total views radio interviews the story on youtube
  • 14. the good stuff we learned al ong the way what
  • 15. getting lucky is awesome. but we couldn't depend on that.  everything was thoughtfully crafted along the way. from the start, the project was built for attention and constructed of tags and keywords that would enhance chatter and encourage sharing. 
  • 16. we had a mission. make the bacon of social media projects.
  • 17. we learned things. we figured shit out. 1. cherry-pick the components 2. people still care about big stories old school 3. there are still unknown variables VS. 4. create tiers of participation #NEWSCHOOL 5. collaborating should be messy 6. remember to feed the sharks 7. fight the good fight  
  • 18. school old holy shit. we need to reinvent the wheel and create matter fr om dark, empty nothing.
  • 20. school old the web has destroye d the epic tale. everybody only cares about the little digital bites.
  • 21. #NEWSCHOOL people still care about big stories yes, stories are becoming increasingly bite-sized.  and we're snacking all day long, pulling from different channels. but people still appreciate a big-ass burger of a story.  a story that puts you into a blissful food coma.
  • 22. school old this social media stuf f is like science. just plug in x, y, and z.
  • 23. #NEWSCHOOL go with the flow everybody was freaking out about capris. some things are unplanned. you never know what people are going to care about. euro-men's fashion is apparently one of them.
  • 24. school old there will be one awesome, targeted way that people will engage with us.
  • 25. #NEWSCHOOL create tiers of participation let people choose. applying by building matchmaking in different levels of engagement,  voting, suggesting you can keep  RTing, liking, sharing a wider audience  engaged and active. following on twitter & facebook watching, checking it out, reading
  • 26. school old insert static art and copy here and then forget about it.
  • 27. #NEWSCHOOL remember to feed the sharks keep the content coming. even if you’re exhausted. you don’t want to lose any limbs.
  • 28. school old account management ? that corner. planning? you’re in the back. creatives? go to your cave.
  • 29. #NEWSCHOOL collaboration should be messy
  • 30. school old your audience is there to be sold to
  • 31. #NEWSCHOOL love your audience stay true to your audience by m aking project p romises early  and k eeping them. promises we m ade: • keep clean cho ice architecture: make it easy for the crowd to be in control • keep the focus on brian • keep it organic , no exceptions
  • 32. what’s next? the experiment continues: brian still has 8 more dates. the ending is undetermined.
  • 33. thanks. @datin gbrian datingbrian.c om