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Human to Human #H2H: The Secret to Making Ideas Crowdworthy @bryankramer #H2H
There is no more B2B or B2C. It’s H2H: Human to Human. @bryankramer #H2H
@bryankramer #H2H Context Simplicity Empathy Imperfection
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. The science. Source: Social identity theory on Wikipedia
Sharing. Going viral. Word of mouth. Why do crowds make things “catch on”?
The “Social Stadium” The idea is the “disturbance” Social channels are the “medium”
dark delightful Disruption has 2 sides.
The facts. Months of planning11K volunteers Seeded content Reddit > aggregator sites > 70K Likes two weeks before event Metrics: #SFBatKid Obama’s Tweet was RT over 8K times
#AirBnBHV “First Short Film Crowdsourced From Vines”
The facts. Well organized, not rigidDirector, storyboards and media plan, but open to creative interpretation. Made their fans the starsReceived over 750 Vines in six days. Metrics: #AirBnBHV 322K views on YouTube. Retweet by Ashton Kutcher to 15M followers.
Seed Tweet Social validation – including # of views doubled engagement
The facts. Simple conceptHow do we show our guests we care? Made it authentic175 WestJet employees, 250 passengers Metrics: #WestJetChristmas 35M views and 1000% increase in subscribers on YouTube. Over 1M shares on Mashable – a new record.
The facts. Polarize the ideaProve social can create real relationships. Rally behind a causeEncourage 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 “Campaign of the Year” 2013.
Secret #1 Have a simple human concept. Make a boy’s wish come true.Delight your customers.Prove a point.
26 Secret #2 Have a structured plan. Use a calendar.Get a team behind you.Know your end goal.
27 Secret #3 Apply the rules of Improv. Say “yes” to ideas from the crowd.Be timely.Listen.
28 Secret #4 Invite people to the party. Ask people to help.Make it simple to share.Reward and thank them.
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 @bryankramer #H2H
Thank you! www.bryankramer.com #H2H /bryankramer @bryankramer /bryanjkramer