Many of the most successful communities are created when people are empowered to take ownership and have a voice.
spaces mimicking the web fluidity
many companies and individual initiatives are recognizing that the way to capture an audience “in real life” is to create constantly evolving and participatory spaces that do not yield to the limitations of the traditional-built environment.
pop up retail, zipcars, etc
Lessons For Taking Action
1. Get physical unveiling new campaigns or by simply reminding the public of your presence.2. Think guerrilla hurdle property laws and bureaucracy. creatively weave a path through the obstacles.
3. Borrow from others leverage systems that are already in place, rather than compete with them.
4. Trust people allow freedom for users to create and share their own experiences.
5. Go lightly simple, rapid effort, and have the ability to adapt to changing conditions over time.
taboo social taboos into innovations
Social taboos suppress discussion of many details about life: Discomfort with these topics compromises our health and short-circuits our quality of life by keeping important information in the dark.
know me nudge me
Every product needs a story, as does every brand. The product's origin. The creators' ideals. Or a unique experience. These stories provide value.
Consumers are looking to share narratives as a way to express their knowledge, identity, status, and connections. As the DNA of viral marketing, these stories help people connect more deeply with a brand, a product, and others around them.
how to build 24/7 relationships using new media
Customer service is often driven reactively, relegated to a cost center and considered a negative touchpoint. Despised by customers and riddled with clichés, it’s a broken system that reflects poorly on an organization’s underlying structure, culture, and brand values.
1. Don't invade, connect Build continuity without invading their space.
2. Transform monologue to dialogue Host a dialogue that gets both sides talking in order to create a continuous loop: listen, respond, act.
3. Create redundancy multiple points of entry.4. Outside in/inside out Open up access to what’s going on behind the scenes. Make it human by making it authentic.
5. Leverage existing platforms Don’t invent, integrate. Systems are already in place so that you can communicate via tools consumers already use
to be continued from here
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