Pat Law's presentation during the Social Media Day Nairobi, organized by Squad Digital.

1. THE ART
of
conversation
• GET LAI D AND WIN AWARDS •
BY PAT LAW REPRESENTING GOODSTUPH

2. What I Really Do
What my mum thinks I do What my partner thinks I do What my clients think I do
What bloggers think I do What I think I do What I really do

3. Follow me at @patlaw. :)!

4. Ask a question:
#SMDayNairobi

5. 1. We make brands social.
2. We Find Tribes. And their leaders.
3. We make tribe leaders fall in love
with our brands. Over time.

6. Our GOODSTUPH

7. SO WHAT HAPPENED?

8. 1998
Google was born.
The name was an accident. It was
a typo on the first cheque from an
investor who couldn’t spell
“Googol”

9. 2001
WIKIPEDIA was born.
19% of Wikipedia users hold
Masters degrees.

10. 2003
LINKEDIN was born.
There are 1 million new users on
Linkedin every 12 days or 1 user per
second.

11. 2003
Myspace was born.
YES THEY Are still alive.
And you can log in using Facebook
Connect.

12. 2005
YOUTUBE was born.
The most viewed music video on
YouTube of all time, unfortunately, is
Justin Bieber’s Baby, featuring
Ludacris.

13. 2006
Facebook OPENS TO ALL.
TODAY, Coca-Cola has more fans than
the entire population in Canada.

14. 2006
Twitter was born.
In 2010, over 25 billion tweets were
sent on Twitter. 50% were probably
from @justinbieber’s fans.

15. 2009
Pinterest was born.
Pinterest is now the third most
popular network in US in terms of
traffic, with 10.4 million users and a
daily growth of 145%.
80% of Pinterest users are female.

16. 2010
INSTAGRAM was born.
80 million users to date. Over 4 billion
photos uploaded, or about 5 million
photos per day.

17. TRADITIONAL
ADVERTISING = I tell you
Social Media
MARKETING 1.0 = THEY tell you
Social Media
MARKETING 2.0
= TALK LIKE FRIENDS

24. ? ?
what is
social
intelligence

25. According to Wikipedia:
The ability to understand and manage men and
women, boys and girls, to act wisely in human
relations.!

26. According to me:
Your ability to mindf**k.!

27. Am I good looking?

28. Your face has character.!

29. Am I fat?

30. You have curves that will make
Jennifer Lopez blush.!

31. Do you not agree with me?

32. What your Agency really wants
to say...
No bitch, I donʼt.!

33. What your Agency ends up
saying...
I get where youʼre coming from. We can do so
with your suggestion, brilliant one, by the way.
But just to ensure weʼre on the same page, I do
need to confirm with my production department
if there are any implications pertaining to your
suggestion, and if so, if thereʼs any incremental
cost to be incurred.!

34. 1. SHOW UNDERSTANDING. Entertain THE INSECURITY FIRST.
I get where youʼre coming from. We can do so
with your suggestion, brilliant one, by the way.
2. Feed the ego
But just to ensure weʼre on the same page, I do
need to confirm with my production department
3. Don’t play bad cop. Blame someone else.
if there are any implications pertaining to your
suggestion, and if so, if thereʼs any incremental
cost to be incurred.!
4. Say no without saying no. Make him/ her say no by playing up the
biggest decision making Factor.

37. Five
5 classic bullshit
we are guilty of.

38. 1 Half truths.
“I did not have sexual relations with that
woman, Miss Lewinsky”
Bill Clinton!

40. 2 Thank-to-brag.
“Dear customers, thank you for making us
the number 1 brand in the world.”
Brand X!

42. 3 One-hit wonder.
“Those arenʼt really customers. They
purchased our products as a one-off”.
Client!

43. One-offs, not counted.
Customers/ writers/ singers/ painters/
actors. !
One-offs, counted.
Murderers/ thieves/ terrorists.!

44. 4 The Viral Request.
“We need a viral campaign, one that
spreads like wildfire!”
Client/ Agency/ That idiotic planner who
does nothing but google for venn
diagrams!

46. Why did I share it?
• Humour: Itʼs funny
• Relevance: I feel the pain
• Disruptive: Itʼs not another ad with a
car driving down a cliff with a hot girl in it!

47. If you need pre-seeding, your
idea is probably not awesome or
timely enough.!

49. 5 The 360 campaign.
“We need a 360 campaign that covers all
touch points”
Client/ Agency/ That idiotic planner who
does nothing but google for venn
diagrams!

50. Is your target audience
consuming all touch points?

52. Creating a social currency
$$$$$$$$$$

53. According to Wikipedia:
The extent to which people share the brand
as part of their everyday social lives at work
or at home.!

54. According to me:
Itʼs that thing that you use to:
1. Be liked
2. Be loved
3. Be respected BECAUSE
4. Be remembered! YOU HAVE
AN EGO!

55. Examples of social currencies
Be liked Be respected
• A joke • A piece of knowledge
• A piece of gossip shared
• An opinion about • A little something not
something people feel for! everyone have
• Endorsement from
“higher authority”!

68. Over 200,000 unique views in 5 days
50% of all bags sold a day before its official launch
David Marshall’s kids contacted us for the bags!

69. Creating
stories
online,
from
Offline.

71. The Power Without The Tower
HP Z1 Workstation

72. I don’t care.
Is it better without the tower?
Why would I read your brochure again?
Not a mac.

73. Architects ANIMATORS DESIGNERS
PHOTOGRAPHERS Videographers

74. CREATIVE BUILDERS

75. BUILD THE ENVIRONMENT THAT
INSPIRES YOU.

81. IN SUMMARY
1 Create
conversations,
not headlines.
2: Be relevant.
three ego Feed the

82. Questions?
THE ENDPat Law
Founder, GOODSTUPH
Twitter: patlaw
Blog: blankanvas.bypatlaw.com
Email: pat@goodstuph.org
Skype: patlaw07
Website: www.goodstuph.org"