what art can teach brands about building engaged online communities

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What Art Can Teach Brands About Building Engaged Online Communities frankfest3 October 27, 2010

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An exploration of the relationship between art practices that build relay on collaboration, co-creation and trust and branding in the age of social media. This is an exploration, initial thoughts, on the subject.

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Page 1: What Art Can Teach Brands About Building Engaged Online Communities

What Art Can Teach Brands About Building Engaged Online Communities frankfest3

October 27, 2010

Page 2: What Art Can Teach Brands About Building Engaged Online Communities

Can Art Teach Brands About Building Engaged Online Communities? frankfest3

October 27, 2010

Page 3: What Art Can Teach Brands About Building Engaged Online Communities

Emotive / E-Motive

Photo by Wally GobertzCreative Commonshttp://www.flickr.com/photos/Wallyg/

Page 4: What Art Can Teach Brands About Building Engaged Online Communities

Facebook usage worldwide: 517,760,460

SourceInternet World Stats (stats for August 31, 2010)http://www.internetworldstats.com

Page 5: What Art Can Teach Brands About Building Engaged Online Communities

Using online technologies to share experiences through words, pictures, videos and actions: SOCIAL MEDIA

Page 6: What Art Can Teach Brands About Building Engaged Online Communities

Why Art?

Page 7: What Art Can Teach Brands About Building Engaged Online Communities

Entice/Engage

Page 8: What Art Can Teach Brands About Building Engaged Online Communities

Entice/Engage

Page 9: What Art Can Teach Brands About Building Engaged Online Communities

Entice/Engage

Page 10: What Art Can Teach Brands About Building Engaged Online Communities

Entice/Engage

Page 11: What Art Can Teach Brands About Building Engaged Online Communities

Entice/Engage

Page 12: What Art Can Teach Brands About Building Engaged Online Communities

Entice/Engage

Page 13: What Art Can Teach Brands About Building Engaged Online Communities

Entice/Engage

Page 14: What Art Can Teach Brands About Building Engaged Online Communities

Entice/Engage

Page 15: What Art Can Teach Brands About Building Engaged Online Communities

The need for voice

Photo by Rodrigo MunizCreative Commonshttp://www.flickr.com/photos/rodrigomuniz/

Page 16: What Art Can Teach Brands About Building Engaged Online Communities

Bigger than you

Photo by Sylvain RacicotCreative Commonshttp://www.flickr.com/photos/humanoide/

Page 17: What Art Can Teach Brands About Building Engaged Online Communities

Open collaboration

Drupal

WordPressLinux

Blogs

Creative Commons

Wikipedia

Photo by Patrick DaltonCreative Commonshttp://www.flickr.com/photos/27518426@N03/

Page 18: What Art Can Teach Brands About Building Engaged Online Communities

The collective experience

Page 19: What Art Can Teach Brands About Building Engaged Online Communities

Building collective experiences

Collaborate Co-create Engender trust

Working toward a common goal

Sharing vulnerability

Individual interventions to

create the greatest effect

Page 20: What Art Can Teach Brands About Building Engaged Online Communities

Collaborate: The Gates

Photo by Timothy VogelCreative Commonshttp://www.flickr.com/photos/vogelium/

Page 21: What Art Can Teach Brands About Building Engaged Online Communities

Co-Create: Halifax begs your pardon!

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Engender Trust: Spencer Tunick

Photo by Guillermo AmadorCreative Commonshttp://www.flickr.com/photos/modulor/

Page 23: What Art Can Teach Brands About Building Engaged Online Communities

Trust

http://lucypeel.com/2010/05/02/getting-naked-with-2700-other-people-the-spencer-tunick-experience/

“The Spencer Tunick experience has made me appreciate the variety and beauty of the body and what is possible if we all trust each other. We can all be at our most vulnerable, but still be capable of helping and protecting each other.”

-Lucy Peel, 2008 participant

Page 24: What Art Can Teach Brands About Building Engaged Online Communities

Ripples of experiences

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Motivate (make art?)

listen

respond

create

Emotional appeal

Photo by Dr. FeelCreative Commonshttp://www.flickr.com/photos/punch/

Page 26: What Art Can Teach Brands About Building Engaged Online Communities

Motivate (make art?)

1. Listen:Understand the community and its needs. Be curious.

2. Respond:Get involved. Be naked and vulnerable. Gain trust.

3. Create:Take risks. Plan for participation. Encourage questions.

Page 27: What Art Can Teach Brands About Building Engaged Online Communities

Thank you

[email protected]

@ivan_nunez