Presented at Crowdsourcing Week Global 2014 by Bryan Kramer, President & CEO, PureMatter . Join us for CSW Global 2015! More Information: http://crowdsourcingweek.com/ and https://twitter.com/CrowdWeek

1. #H2H
@bryankramer
Human to Human #H2H:
The Secret to Making
Ideas Crowdworthy
@bryankramer #H2H

2. #H2H
@bryankramer
There is no more
B2B or B2C.
It’s H2H:
Human to Human.

3. #H2H
@bryankramer
Context
Simplicity
Empathy
Imperfection

4. #H2H
@bryankramer

5. #H2H
@bryankramer
What is a crowd?
• As humans, we see ourselves as having
membership or non-membership in
various social groups
• Based on the personal values and
morals of a human, they will identify as
a member or non-member of an
ambiguous crowd.
Source:
Social identity theory on
Wikipedia

6. #H2H
@bryankramer
Sharing. Going viral.
Word of mouth.
Why do crowds
make things
“catch on”?

7. #H2H
@bryankramer

8. #H2H
@bryankramer The “Social Stadium”
The idea is the
“disturbance”
Social channels
are the “medium”

9. #H2H
@bryankramer
dark delightful
Disruption has 2 sides.

10. #H2H
@bryankramer
#SFBatkid

11. #H2H
@bryankramer

12. #H2H
@bryankramer

13. #H2H
@bryankramer

14. #H2H
@bryankramer
The facts.
Months of planning
11K volunteers
Seeded content
Reddit > aggregator sites > 70K Likes two
weeks before event
Metrics: #SFBatKid
Obama’s Tweet was RT over 8K times

15. #H2H
@bryankramer
#AirBnBHV

16. #H2H
@bryankramer
#AirBnBHV
“First Short Film Crowdsourced From Vines”

17. #H2H
@bryankramer
The facts.
Well organized, not rigid
Director, storyboards and media plan, but
open to creative interpretation.
Made their fans the stars
Received over 750 Vines in six days.
Metrics: #AirBnBHV
322K views on YouTube. Retweet by
Ashton Kutcher to 15M followers.

18. #H2H
@bryankramer
#WestJetChristmas

19. #H2H
@bryankramer
#WestJetChristmas

20. #H2H
@bryankramer
Seed Tweet
Social validation
– including # of
views doubled
engagement

21. #H2H
@bryankramer
The facts.
Simple concept
How do we show our guests we care?
Made it authentic
175 WestJet employees, 250 passengers
Metrics: #WestJetChristmas
35M views and 1000% increase in
subscribers on YouTube. Over 1M shares
on Mashable – a new record.

22. #H2H
@bryankramer
Secret #1
Have a simple human
concept.

23. #H2H
@bryankramer
Secret #2
Have a structured
plan.

24. #H2H
@bryankramer
Secret #3
Apply the rules of
Improv.

25. #H2H
@bryankramer
Secret #4
Invite people to
the party.

26. #H2H
@bryankramer
Business does not have emotion.
Humans do.
Humans need to connect with
something bigger than themselves.
Humans just want to be included.
Just speak Human to Human: #H2H

27. #H2H
@bryankramer
Thank you!
www.bryankramer.com #H2H
/bryankramer @bryankramer /bryanjkramer

28. #H2H
@bryankramer