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Editor's Notes

• #2: Welcome.
• #3: Liz MacDonald, client relations manager, and Chris Vasquez, art director at Poptent, the world leader in crowdsourced video creation. We also head up our internal think tank Poptent Labs.
• #4: Today we are talking to you primarily as advertisers, but really, the principles are universal. Whether you’re a UI/UX designer, or a community manager, or if you publish a blog or any sort of activity stream we are all advertisers and the most successful amongst us will realize that. We all have an audience we want to affect. Whether it ’s educating them (on lofty scientific topics, or global and local needs, or just life in general)…
• #5: entertaining them or encouraging them to take some sort of action (donating blood or bone marrow, or selling shoes with wheels in the heels).
• #6: What marketers are learning is that advertising is no longer a spectator sport. It needs to be more of a dynamic conversation so that viewers don ’t feel like they are suffering through your ad or getting up to grab a snack in the middle of it. We have to make the advertising experience something consumers actively seek out and want to participate in because it means something to them. Some of the biggest brands in the world are recognizing this. They come to us because they realize that one of the most meaningful ways to speak to their audience is to have a skilled subset of their audience create their content. This leads to advertising that really resonates with the viewer. The goal of advertising, community management, or handling a group is to encourage people to do what YOU want but if the old ways of doing this don ’t work anymore… what do we do now?
• #7: In their book “Nudge” authors Cass Sunstein and Richand Thaler talk about choice architecture. Choice Architects recognize that people are predisposed to make choice not only depending on genetics, experience, environment, but also depending on how those choices are placed before them. Be conscious of your audiences wiring when deciding on what choices you give them, and how your phrase them.
• #8: Vast differences in organ donor rates in European countries largely explained by opt in v opt out check boxes on drivers license applications. Small differences in interface, context, and presentation can lead to huge differences in results.
• #9: Game mechanics to make menial tasks mean something. Mint , Foursquare , Stack Overflow. Medals - Return rate for users recognized in some way (even non-financial recognition) vastly greater than those not recognized at all.
• #10: Intro Jane McGonigal – Director of Game Research and Development at the Institute of the Future. Challenges encourage creative reactions. We ran an assignment for watercraft where our creators were not allowed to show watercraft, or even bodies of water. The results were stunning. At Poptent, we sell a very complex product. There are many moving parts and people from all around the world need to come together to produce our product. As a result, we have some difficulty educating our sales staff. For example issues of privacy are often a concerns since we sell something that lives on the internet. Since all of us know that there is no such thing as privacy on the internet we need to tread lightly when our clients have sensitive, confidential info that they are distributing to a group. To help solve this issue we are developing a quick reference deck of cards. They are not only sales tools, but educational games as well. The sales people can interact with the clients in building their assignment with us. They can create this deck of “playing” cards and what comes out of that is a greater understanding of how our product can serve their needs. It’s a fun way to get all parties involved to do what WE want them to do in the way they want to do it.
• #11: So I doubt that there is anyone in this room who really enjoys feeling like a commodity. I know I don ’t. If you want to get your users to do what you want, you need to make them feel like a meaningful part of the process.
• #12: Have audience vote on the spot they’d like to see using #hashtag. CVS works hard on connecting with their audience. They wanted their audience to tell their audience how not to be a money trasher. They have a close to 700k Facebook likes, which is amazing in their industry. The most popular of these consumer conceptualized and created videos garnered 20k likes.
• #13: Business Cards made from foam. These cards were made and sent to several mustache officianados. On receipt of the card, they were asked to send a photo of themselves wearing the 'pop out' mustach. Over 100 people replied, and took part in this self-promotion, direct mail marketing campaign. Each of these users became part of an ad-hoc marketing network. Examples of this concept include Threadless .