Human to Human #H2H: The Secret to Making Ideas Crowdworthy

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Human to Human #H2H: The Secret to Making Ideas Crowdworthy @bryankramer #H2H

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There is no more B2B or B2C. It’s H2H: Human to Human. @bryankramer #H2H

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@bryankramer #H2H Context Simplicity Empathy Imperfection

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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

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Sharing. Going viral. Word of mouth. Why do crowds make things “catch on”?

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The “Social Stadium” The idea is the “disturbance” Social channels are the “medium”

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dark delightful Disruption has 2 sides.

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The facts. Months of planning 11K volunteers Seeded content Reddit > aggregator sites > 70K Likes two weeks before event Metrics: #SFBatKid Obama’s Tweet was RT over 8K times

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#AirBnBHV “First Short Film Crowdsourced From Vines”

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The facts. Well organized, not rigid Director, storyboards and media plan, but open to creative interpretation. Made their fans the stars Received over 750 Vines in six days. Metrics: #AirBnBHV 322K views on YouTube. Retweet by Ashton Kutcher to 15M followers.

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Seed Tweet Social validation – including # of views doubled engagement

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The facts. Simple concept How do we show our guests we care? Made it authentic 175 WestJet employees, 250 passengers Metrics: #WestJetChristmas 35M views and 1000% increase in subscribers on YouTube. Over 1M shares on Mashable – a new record.

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The facts. Polarize the idea Prove social can create real relationships. Rally behind a cause Encourage 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.

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Secret #1 Have a simple human concept. Make a boy’s wish come true. Delight your customers. Prove a point.

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26 Secret #2 Have a structured plan. Use a calendar. Get a team behind you. Know your end goal.

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27 Secret #3 Apply the rules of Improv. Say “yes” to ideas from the crowd. Be timely. Listen.

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28 Secret #4 Invite people to the party. Ask people to help. Make it simple to share. Reward and thank them.

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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

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Thank you! www.bryankramer.com #H2H /bryankramer @bryankramer /bryanjkramer

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@bryankramer #H2H