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
8.
9.
10.
11. did we get famous?
we got coverage
we got community
we got copied
12.
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
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.
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.