INTEGRATE 2016 - Geno Church - Welcome to a Brave New World

2. WELCOME TO THE
BRAVE.
NEW.
WORLD.
hello #integrate16!
@genochurch

3. CRISISchildhood identity

7. hey I’m
BATMAN

8. go speed
RACER

9. yeah,
SO

10. ARRR,
MATE

11. PIRATE

12. MAKE
BELIEVE

13. HATCHES
BATTEN DOWN THE

14. MAROONED

15. ISLANDFAR AWAY

17. SHITSCARY

18. GUYS
SORRY

19. DAMN
SURE
FOR

22. IT’S THE
MYTHOLOGY

24. THAT GET COLLECTED, SHARED
AND ENRICHED BY PEOPLE

25. WE HAVE A COMMON
UNDERSTANDING OF
WHAT A PIRATE IS…

26. WHOEVER
TELLSTHE
BESTSTORY
WINS!

30. THE

31. i can save the day
shiny

32. peoplefirst
start with

33. followthe

40. WOMM HASAPROBLEM

41. PRAY
POST AND
HASH
TAGTAKEOVERS

42. WORD
OF
MOUTH
BASICS

43. WOMMIs any business action that earns a customer
recommendation. It is the act of striving
to spark, foster and grow authentic
relationships between customers
and a brand.
Word of Mouth Marketing
inspires Word of Mouth.

44. WOMIs the process of
organically talking
about, sharing or
recommending something.
People drive
word of mouth.

45. People don’t say they
like the product because
they like the product.
People say they like the
product because they like
themselves.

46. “This product is amazing.
You should see what it does.”
“I am amazing. You should
see what I can do with it.”
WHAT THEY MEAN:
WHAT THEY SAY:
Behind their authentic recommendation is a feeling
about what this product has enabled them to be.

47. WOM LEADSTOCOMMUNITY
COMMUNITY happens when people connect with each other
and come together around a shared interest, passion,
cause or product. Building and growing
community brings Word of Mouth to life.

48. COMMUNITY

49. COMMUTINY

50. TRIBE?
ARE WE A MEMBER OF A….

51. OR ARE WE JUST A MEMBER OF A….
SOCIALMEDIA
CAMPAIGN

52. TOUCHSTONE
A TRIBE BECOMES A
IN OUR LIVES

53. MATCHMAKINGOF PURPOSE

54. YOURPURPOSE
THEIRPURPOSE

55. VALUESBELIEFS
INTERESTSHAPPINESS

56. COMMUNITYISAN
ARCHIVEFORA
BRAND’SMYTHOLOGY

57. ABRANDSMYTHOLOGY
Lives by becoming a 'Community Mythology' through
the stories that get collected and shared and enriched,
through People who love a brand and the lifestyle that
they associate with the brand.

58. THESHAREDSHIP

59. A SHARED SHIP… a “community of people” is built
on myths - the stories told by people, common shared
ideas and common shared beliefs, bringing people
together on the quest for a shared output, a shared
fight to make a difference.

61. TOSPINAYARN
WASTOTELLA
STORYORTALE

62. YARNSTAUGHT
KNOWLEDGEOFTHESHIP,
SOCIALRELATIONS
ANDSURVIVAL

64. THEPOETRYOFTHESEA

65. TODAY’SYARNTELLER

66. EVERYDAYCONSUMER

67. “We define influencers, as everyday
consumers who are substantially more
likely than the average person to seek
out information and to share ideas, and
recommendations with other people.
They do this both through volunteering
their opinions about products and
services that they feel passionate
about, and by being turned to for their
knowledge, advice and insights.”
(RESEARCH SOURCE How to Use
Influencers to Drive Word Of Mouth
Strategy (Keller Fay, 2016)

68. Research by Keller Fay,
and confirmed by academic
research, proves that every-
day people have significant
value to marketers.
Everyday influencers value
has been shown to be four
times greater than average
consumers.

69. FAN
likes a brand
suports a brand
loves a brand
acts on behalf of a brand
shares on behalf of a brand
ADVOCATE
EVANGELIST
AMBASSADOR
INFLUENCER
THE SHARED
SHIP

70. let’s get
NERDY

73. Share Information_____________________
Factual Knowledge
Nuts &
Bolts Stuff

74. People engage in Functional
conversations about brands
to get information needed
to make decisions and to
better interpret the world
around them.

75. _____________________
Show
Distinctiveness
Express
Individuality
Signal Uniqueness

76. People engage in Social
conversations about brands
to impress others,
to express uniqueness,
and to increase their
reputation.

77. Social
Signaling

78. _____________________
Love and Hate
Shock and Awe
Laughs and Cries
Showing Emotions

79. When we are OVERJOYED,
we TELL OTHERS.

80. When we are DISGUSTED,
we TELL OTHERS.

81. And when we are INDIFFERENT,
we DON’T TELL ANYBODY.

82. Brands are talked about in two conversation channels,
the offline channel and the online channel.

83. Offline conversations are with people in personal,
one-on-one situations — making it more appropriate to talk
emotionally about matters.

84. Online conversations are with people in more public settings
like Facebook and Twitter — thus, making it more of
a channel to broadcast our uniqueness, our expert knowledge,
and our passions.

85. LOVESTORY?
wanna hear a

86. familyvacation
ah, the

87. moments

88. courageousmoments

89. discoverymoments

90. ginormousmoments

91. alltogethermoments

92. poopedoutmoments

93. DON’T
WEALL
WISH

94. SO,
WHY
NOT?

95. Hmmmm,
shall we
count the
REASONS

96. CONFIDENCE
a lack of

97. FEAR
just plain

98. SHORTAGE
a
of time

99. to begin
HOW&WHERE
not knowing

102. PACTParent
& Child
Together
Time

103. GETOUT&
GETGOING

104. CLASSROOM
the usual

105. CLASS
ROOM
the ultimate

106. TASKto be accomplishednot just a

107. THE
WORLD
give their
children

108. TO
DO
not another

109. POINT
THEWAY
inspire, encourage &

110. WHAT
WEDID

111. STRONG
IDENTITY
begin with a

113. DUG
INTO
THE
SOCIAL
SPACES

114. EXPLORED&
UNDERSTOOD
interaction. reactions.

115. MEANINGFUL
CONVERSATION
to the
what is

116. TIME
TOGETHER
spending

117. GETTING
AWAYfrom the stress of daily life

118. CONQUERING
FEARS

119. TRYING
NEW
THINGS

120. SHARED
EXPERIENCES

121. AUTHENTIC
VOICES

124. SURPRISE
&DELIGHT
our solution?

129. LESSONS
LEARNED
a few

130. ELEVATINGthe small family share

131. LETTINGGO
of pushing content

132. HEART
&SOUL
allow community to be

133. STAR
OFTHE
SHOWuser generated content

134. WHOPPING
RESULTS
we’re seeing some

136. OVER
TWENTY
THOUSANDimages & growing

137. OVER
THIRTY
MILLIONpotential impressions

138. 50STATES

139. 73COUNTRIES

140. WE’VE
DONE
LOTSOF
AMAZING
THINGS

141. ONE
LASTSTORY

142. SAYIT
AIN’T
SO
GALI
LEO

143. 1609RUMOR MILL…
THE

144. “ICANDO
BETTER.”
GALILEO SAID…

145. GOOD
ENOUGH?

148. SAYITAIN’T
SOGALILEO

152. DOYOU
RAISEYOUR
TELESCOPE

153. DOYOU
HAVETHE
COURAGE

154. TOLOOK
WITHFRESH
EYES

155. CHALLENGE
OURVALUES
ANDBELIEFS

156. I believe that when you’re a Pirate for Good,
(image: you believe your WHY is worth a fight.)
WALK
THE
PLANK
OFTHE

157. OH
SHIT
I believe that when you’re a Pirate for Good,
(image: you believe your WHY is worth a fight.)

158. MUTINYCAN HELP US FIND A TRUTH,
FIND COURAGE, EMBRACE FEAR,
SCALE OLD WALLS BUILT TALL
BY PAST FAILURES…

159. COMMON
GOOD
ACTIONS FOR THE

160. BEA
PIRATE
FOR
GOOD

161. WELCOME
TOTHE
BRAVE
NEW #integrate16!
@genochurch