1. What
Old School
Hip Hop
Teaches Us
About
Content
Marketing

2. thankyoufor being here

3. Presenter-Attendee
Agreement

4. TheLawof two feet

5. Vibrate please

6. Tweeting?
@BryanKellyNow@MaddieGrant
#MMCconLK18

7. TWEETunto others...

8. GOOD
Tweet something

9. BEFOREYou tweet something bad

10. seek first to understand

11. to ponder, question, agree, or disagree
SafeSpace

12. DIRECTORat Aptify
Bryan Kelly
Marketing

13. DIRECTORat Aptify
Bryan Kelly
Marketing
GRADUATEDFROMTOPMUSICBUSINESSSCHOOL
MUSICBIZCHEWEDMEUP&SPITMEOUT3YEARSLATER
STARTEDAMARKETING&DESIGNAGENCYATAGE25
CO-FOUNDEDANAWARD-WINNINGBLOG
WORKFEATUREDINOVER100PUBLICATIONS

14. AssociationMavens.com

15. Maddie Grant
Strategist
at ICF
Web

16. HAVETWOARTHISTORYMASTERSDEGREES
REALLYWANTEDTOBEANARTCURATOR
NOWCURATEDIGITALCONTENTINSTEAD
MANAGE30BLOGGERSATSOCIALFISH.ORG
JOINEDICF,5THLARGESTDIGITALAGENCYINUS
Maddie Grant
Strategist
at ICF
Web

17. SocialFish.com

18. ABOUT
You!

19. The Fresh Prince?
OR
LL Cool J?

20. What This Presentation Is Not...
LET’SBECLEAR

21. 1
AMUSICLESSONONHow To Rap or Make a Beat

22. 2
ARECOMMENDATIONTOPLACE
Hip Hop References in Content

23. Increasingly DifficultTell Me How This is Relevant
WIIFM?

24. 1
UNCOVEREXACTLYWHATOld School Hip Hop’s All About

25. UNDERSTANDHOWHIPHOPPRINCIPLES
2
Directly Apply to Your Content

26. Freshness Into Blogs, Emails,
eBooks, Videos, etc.
3
DISCUSSHOWTHESELESSONSINJECT

27. YOUR
turn!
Which
Objective
Interests You
Most?

28. 1
How Hip Hop Principles Apply2
3 Inject Freshness into Content
Uncover Hip Hop’s Origins

29. We Live in a Hip Hop World

30. We Live in a Hip Hop World
Obama talks Hip Hop: tinyurl.com/obamahiphop

31. THEORIGINSIncreasingly Difficultof Old School Hip Hop

32. THEBRONX
August 11, 1973

33. Sedgwick Ave Playground
DJ Kool Herc

34. 4ELEMENTSof Hip Hop

36. Innovation1
Remixing2
Authenticity3
Storytelling4

37. Think DifferEnt.
INNOVATION
1

39. Grandmaster
Flash

41. “Here’stothecrazyonesThemisfits.Therebels.Thetroublemakers
Theroundheadsinthesquareholes
TheoneswhoseethingsdifferentlyThey’renotfondofrules&theyhavenorespectforthestatusquo
Youcanquotethem,disagreewiththem
Glorifyorvilifythem
Theypushthehumanraceforward&
Whilesomemayseethemasthecrazyones
Weseegenius.”JackKerouac

42. CDC’SPREPAREDNESSCAMPAIGN
Zombie Apocalypse

43. Graphic Novel Preparedness Kit

44. Let’s Break This Down

45. 1 Research cultural references
2
4 Don’t try too hard, but have fun!
3
Stop people in their tracks
Connect your message

46. EXERCISE
TABLEDISCUSSIONMember-Get-A-Member Campaign Ideas

47. 1 Research cultural references
2
4 Don’t try too hard, but have fun!
3
Stop people in their tracks
Connect your message

48. Increasingly DifficultSteal Like an Artist.
REMIXING
2

50. Hear the samples: tinyurl.com/llcooljsamples

52. Remix Source Material

55. TERMLIFE’SINFOGRAPHIC
Expendables Body Count

58. Let’s Break This Down

59. 1 Keep Swap File with Ideas
2
4 Don’t Copy/Paste, Be Creative!
3
Regularly Go To This Well
What Fits Your ContenT Goal?

60. EXERCISE
WHOLEROOMDISCUSSIONThink Like a DJ. Think Like a Curator.

61. 1 Keep Swipe File with Ideas
2
4 Don’t Copy/Paste, Be Creative!
3
Regularly Go To This Well
What Fits Your ContenT Goal?

62. Increasingly DifficultKeeping it Real.
AUTHENTICITY
3

65. “AXIOM#1.IFYOUAREAUTHENTIC,THENYOUDON’THAVETO
SAYYOU’REAUTHENTIC.AXIOM#2.IFYOUSAYYOU’RE
AUTHENTIC,THENYOU’DBETTERBEAUTHENTIC.AXIOM#3.IT’S
EASIERTOBEAUTHENTICIFYOUDON’TSAYYOU’REAUTHENTIC.”
GILMORE & PINE
CO-AUTHORS OF AUTHENTICITY

66. THEDOVECAMPAIGN
For Real Beauty

67. Watch the video: tinyurl.com/videodove

68. Let’s Break This Down

69. 1 Get Immersed in Audience’s World
2
4 Cheat: Record or Interview Them
3
Understand Their Struggles
Speak/Write in Their Language

70. EXERCISE
INDIVIDUALREFLECTIONWhat Makes You, You? What Drives Members?

71. 1 Get Immersed in Audience’s World
2
4 Cheat: Record or Interview Them
3
Understand Their Struggles
Speak/Write in Their Language

72. Increasingly DifficultA POWERFUL NARRATIVE.
STORYTELLING
4

73. Jay-Z
Charlie Rose Interview
About His book Decoded

74. “THECENTRALTHEMEISABOUTDECODINGTHESERAPLYRICS,BUTIN
ORDERTOREALLYDECODETHEMIHADTOTELLTHESTORYOFTHE
GENERATIONANDEVERYBODYTHATGREWUPAROUNDTHATTIME.IHAD
TOTELLTHATSTORY.IT’SREALLYTHESTORYOFAGENERATIONOF
PEOPLEWHOGREWUPTHROUGHANERATHATWASVERYDIFFICULT.”
Jay-Z
Charlie Rose Interview
About His book Decoded

76. ASSOCIATIONFORUMOFCHICAGOLAND
Holiday Showcase 2012

80. Let’s Break This Down

81. 1 How’s Your Story Relevant?
2
4 Challenges, Desires, Interests, Emotions
3
Spotlight Member Stories
No Fluff, Remember Authenticity

82. EXERCISE
TABLEDISCUSSIONBringing the Story to Life

83. Blog post
Video
Email newsletter
Podcast
Social media (FB, Twitter, Pinterest, G+)
Microsite
Case study
eBook
what else?

84. 1 How’s Your Story Relevant?
2
4 Challenges, Desires, Interests, Emotions
3
Spotlight Member Stories
No Fluff, Remember Authenticity

85. Innovation1
Remixing2
Authenticity3
Storytelling4

86. Commit to
three
takeaways

87. DIRECTORat Aptify
Bryan Kelly
Marketing
maddie@socialfish.org
bryan.kelly@aptify.com
Web
Maddie Grant
Strategist
at ICF
Web

88. mostimagessourcedviacompfight.com
inthispresentationwehaveusedaverysmallnumberofphotos
wherewehavenotbeenabletodeterminetheactualowner.
wehonor&respecttheseunknownphotographersfortheirkick-a**work.
byusingtheseimages,wemightverywellhavemessedupandinfringedon
somecopyrights.wedonotwantthefbitoshowupatourhouses.so,ifwe
havescrewedupyourlifebyusingyourphoto,pleaseletusknow.
respectandmuchlove.