Slide 1: ON: Tribes
Positioning Your Brand To Lead A Tribe
ON: Digital Marketing | http://joannapenabickley.typepad.com | Joanna Peña-Bickley | Slide 1
Slide 2: ON: Tribes
…groups of people who need to connect with each other.
ON: Digital Marketing | http://joannapenabickley.typepad.com | Joanna Peña-Bickley | Slide 2
Slide 3: The Need To Connect
…Maslow: "Love and belongingness is a basic human need.” This feeling begins with our need to connect to something/someone.
ON: Digital Marketing | http://joannapenabickley.typepad.com | Joanna Peña-Bickley | Slide 3
Slide 4: Why Do We Connect?
…we connect around shared interests. Music. Film. Fashion. Business. Literature. Gaming. Photography. Sports. etc. etc. etc.
ON: Digital Marketing | http://joannapenabickley.typepad.com | Joanna Peña-Bickley | Slide 4
Slide 5: Location Used To Be Everything
12 tribes of Israel
…tribes used to be limited to location.
ON: Digital Marketing | http://joannapenabickley.typepad.com | Joanna Peña-Bickley | Slide 5
Slide 6: The Digital Tribe
…is no different from offline tribes. OK one difference! NO boundaries.
ON: Digital Marketing | http://joannapenabickley.typepad.com | Joanna Peña-Bickley | Slide 6
Slide 7: Tribal Eco-System
… social networking platforms allow tribes to form devoid of boundaries with common interests.
ON: Digital Marketing | http://joannapenabickley.typepad.com | Joanna Peña-Bickley | Slide 7
Slide 8: Social Networking
… is hardly a new idea. It is at the heart our democratic roots.
ON: Digital Marketing | http://joannapenabickley.typepad.com | Joanna Peña-Bickley | Slide 8
Slide 9: Connections Are Formed
First continental congress
Present Day Speed Dating
… around a ubiquitous belief, need, idea or movement
ON: Digital Marketing | http://joannapenabickley.typepad.com | Joanna Peña-Bickley | Slide 9
Slide 10: Leading The Tribe
George Washington Crossing The Delaware
Steve Jobs Announcing the iPhone
…a leader always emerges. That leader personifies an idea, movement or promise that the tribe can relate to.
ON: Digital Marketing | http://joannapenabickley.typepad.com | Joanna Peña-Bickley | Slide 10
Slide 11: Do You Want To Lead A Tribe?
… First. Shut Up & Listen
ON: Digital Marketing | http://joannapenabickley.typepad.com | Joanna Peña-Bickley | Slide 11
Slide 12: To Achieve Leadership
… you must be willing to fail. Get Up! Try Again!
ON: Digital Marketing | http://joannapenabickley.typepad.com | Joanna Peña-Bickley | Slide 12
Slide 13: Leaders Listen
… and see the tribes desire and adapt
ON: Digital Marketing | http://joannapenabickley.typepad.com | Joanna Peña-Bickley | Slide 13
Slide 14: Leaders Try
… to stand out by being the voice, emulator and human form of the idea by constantly listening then participating in as many active conversations as possible.
ON: Digital Marketing | http://joannapenabickley.typepad.com | Joanna Peña-Bickley | Slide 14
Slide 15: Relevant Idea
… position the insight as the promise or offer and tribes will desire your brand or product.
ON: Digital Marketing | http://joannapenabickley.typepad.com | Joanna Peña-Bickley | Slide 15
Slide 16: K.I.S.S.
…ideas are usually not understood unless expressed with simplicity and context.
ON: Digital Marketing | http://joannapenabickley.typepad.com | Joanna Peña-Bickley | Slide 16
Slide 17: Tribes Buy
…brands help make an impact in a tribe with tools, products and services that facilitate peoples needs, aspirations and desires.
ON: Digital Marketing | http://joannapenabickley.typepad.com | Joanna Peña-Bickley | Slide 17
Slide 18: Selling To Tribes
… we can win the popularity contest called market share by being: honest. present. helpful. smart.
ON: Digital Marketing | http://joannapenabickley.typepad.com | Joanna Peña-Bickley | Slide 18
Slide 19: Brands & Tribes
… creating a loved brand is not easy. Great brands have created tribes within tribes.
ON: Digital Marketing | http://joannapenabickley.typepad.com | Joanna Peña-Bickley | Slide 19
Slide 20: Grab Your Tribe-Share
…When you find the tribe that understands and loves you – you will have won the popularity contest we call market share.
ON: Digital Marketing | http://joannapenabickley.typepad.com | Joanna Peña-Bickley | Slide 20
Slide 21: ON: Tribes
Q&A
ON: Digital Marketing | http://joannapenabickley.typepad.com | Joanna Peña-Bickley | Slide 21
