Watch the full session on SMW Insider: https://socialmediaweek.org/insider/sessions/more-than-words/

1. @Marctothec
MORE THAN WORDS:
MOVING FROM COMMS TO KINETICS
@Marctothec

2. @Marctothec
HI! I’M MARCUS.

3. @Marctothec

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1991

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WORDS.

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15. @Marctothec
WE ARE LIVING IN THE MIDDLE OF A REMARKABLE
INCREASE IN OUR ABILITY TO SHARE, TO
COOPERATE WITH ONE ANOTHER, AND TO TAKE
COLLECTIVE ACTION…ALL OUTSIDE OF THE
FRAMEWORK OF TRADITIONAL INSTITUTIONS.
- CLAY SHIRKY

16. @Marctothec
WORDS ARE EASY.

18. SMOKING WAS KILLING US LEAD IN OUR TOYS MORE POLLUTION IN OUR CARS

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25. @Marctothec

28. @Marctothec
Caring for the world, one person at a time, inspires and unites
the people of Johnson & Johnson. We embrace innovation—
bringing ideas, products and services to life to advance the
health and well-being of people around the world.
“
”- Johnson & Johnson

31. @Marctothec
THEY’RE ALL TALK.
AND TRUST REQUIRES MORE THAN WORDS

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34. @Marctothec
LIMBIC
SYSTEM

35. @Marctothec
ASSOCIATED WITH
THE LIMBIC SYSTEM:
ASSOCIATED WITH
THE NEOCORTEX:
EMOTIONS
(TRUST, LOVE, LOYALTY)
BEHAVIOR
(DECISION MAKING & ACTION)
LANGUAGE
(WORDS & ARTICULATION)
RATIONALITY
(LOGIC & LINEAR THINKING)

36. LIMBIC
(I FEEL HERE)
NEOCORTEX
(I THINK RATIONALLY)
ENTERS
BRAIN
HERE

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Human beings aren't rational animals; we're
rationalizing animals who want to appear
reasonable to ourselves.
- Elliot Aroson
(Harvard Applied Social Psychologist)
“
”

40. @Marctothec
A brand is not so much about rational
arguments, but the way the company
resonates with people emotionally.
- Steve Jobs
“
”

41. HOW!?!

42. WHY?

44. @Marctothec
People don’t buy what you do.
They buy why you do it.
- Simon Sinek
(Author, “Start With Why”)
“
”

47. OPTIMISM EVERY BODY IS AN ATHLETE CHALLENGE THE STATUS QUO

48. DEMOCRATIZE FLIGHT DEMOCRATIZED ACCESS TO LIFE’S ESSENTIALS
ORGANIZE THE WORLD’S DATA ENCOURAGE SELF-ESTEEMTHE POSSIBILITIES OF AN ELECTRIC WORLD
LIVE LIFE TO THE FULLEST

50. We must restore hope to young people, help
the old, be open to the future, spread love. Be
poor among the poor. We need to include the
excluded and preach peace.
- Pope Francis
“
”

54. Marcus + Russell
THE MANIFESTATION OF HIS CONVICTION TRANSCENDS RELIGION
AND EXCITES PEOPLE TO SPREAD THE GOOD WORD

57. “WHAT”
FOCUSED
“WHY”
FOCUSED
TRANSACTIONAL
RELATIONSHIP
LOYALTY-BASED
RELATIONSHIP

58. BRAND
BELIEF = MY
BELIEF

59. THIS IS WHAT MAKES “SOCIAL MARKETING” SO POWERFUL
PEOPLE CONSUME AND SHARE THE BRAND WITH PEOPLE WHO ARE JUST LIKE THEM
BRANDS MARCOMM TARGET AUDIENCE
CHECK
US
OUT
TAP INTO
NETWORK
SHARE

60. BRAND
CONVICTION
NETWORK
BELIEFS
OPPORTUNITY

61. @Marctothec

62. Culture moves forward on the basis
of a simple question:
Do people like me do something like this?
- Seth Godin
“
”

65. @Marctothec
MORE THAN WORDS.
IF YOU WANT TO DEVELOP TRUST AND INSPIRE ACTION

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76. 180K CALLS
SOURCE: GREY EMEA HQ CASE STUDY

81. @Marctothec
MORE THAN WORDS.

83. FROM TO
BRAND
COMMUNICATIONS
BRAND KINETICS
TALK
PROMISES
ACTION
PROOF

84. @Marctothec

85. @Marctothec
MANY THANKS!