SOCIAL  CURRENCY  FUELS  BRAVENESS  AND  CREATIVITY  

TWITTER  @geoffreyhantson    

WHAT  IS  SOCIAL  CURRENCY?  

BEFORE:  80%  CONTROL    TODAY:  70%  NO  CONTROL    

CONTROL   NO  CONTROL  

MAINLY    ONE-­‐WAY  

COMMUNICATION  

MAINLY  INFLUENCING,  DIRECTING  AND/OR  STARTING  

CONVERSATION  

CONTROL   NO  CONTROL  

STORYTELLING   GIVING  A  STORY    TO  TELL  

CONTROL   NO  CONTROL  

TRUST   ENGAGE  

BRAND  EQUITY   SOCIAL  CURRENCY  

   BUILD  BRAND  STORIES.  ENABLE  BRAND  STORIES  TO  BE  TOLD        

   INVENT  A  SOCIAL  OBJECT            

A  SOCIAL  OBJECT  CAN  BE  ANYTHING  

 IT  TAKES  COURAGE  AND  CREATIVITY  TO  PROVOKE  A    CONVERSATION    

1  CONVERSATION    IS  UNPREDICTABLE      

1  CONVERSATION    IS  UNPREDICTABLE  2  THERE’S  NO  KEY    TO  SUCCES  

1  PROVOKE    

1  PROVOKE  2  SURPRISE  

1  PROVOKE  2  SURPRISE  3  RELEVANT    

 1  PROVOKE  2  SURPRISE  3  RELEVANT  4  REAL  EMOTIONS    

   1  PROVOKE  2  SURPRISE  3  RELEVANT  4  REAL  EMOTIONS    5  WOW!      

THE  BIGGEST  RISK    IS  NO  RISK.  

THANK  YOU.  

THANK  YOU.