www.brandnarrative.com
                                                          Email me for 20
                         ...
Today’s Agenda




    State Farm 09/17/10
                              2

Tuesday, September 21, 2010
Today’s Agenda

          • How social media yields results




    State Farm 09/17/10
                                  ...
Today’s Agenda

          • How social media yields results

          • A story in 6 Chapters:




    State Farm 09/17/1...
Today’s Agenda

          • How social media yields results

          • A story in 6 Chapters:

               About Us
 ...
Today’s Agenda

          • How social media yields results

          • A story in 6 Chapters:
                          ...
About Us




    State Farm 09/17/10
                              3

Tuesday, September 21, 2010
Our Experience




    State Farm 09/17/10
                              4

Tuesday, September 21, 2010
We are an Advertising Agency




    State Farm 09/17/10
                               5

Tuesday, September 21, 2010
We are an Advertising Agency




    State Farm 09/17/10
                               5

Tuesday, September 21, 2010
You and Social Media




    State Farm 09/17/10
                              6

Tuesday, September 21, 2010
You and Social Media




    State Farm 09/17/10
                              6

Tuesday, September 21, 2010
You and Social Media




    State Farm 09/17/10
                              6

Tuesday, September 21, 2010
You and Social Media




    State Farm 09/17/10
                              6

Tuesday, September 21, 2010
You and Social Media




    State Farm 09/17/10
                              6

Tuesday, September 21, 2010
You and Social Media




    State Farm 09/17/10
                              7

Tuesday, September 21, 2010
Great, Great Stories




    State Farm 09/17/10
                              8

Tuesday, September 21, 2010
THE MEDIA REVOLUTION




    State Farm 09/17/10
                              9

Tuesday, September 21, 2010
Epic Changes




    State Farm 09/17/10
                              10

Tuesday, September 21, 2010
The Good Old Days




    State Farm 09/17/10
                              11

Tuesday, September 21, 2010
This Happened...




    State Farm 09/17/10
                              12

Tuesday, September 21, 2010
It’s Free




    State Farm 09/17/10
                              13

Tuesday, September 21, 2010
Advertising has Changed




    State Farm 09/17/10
                              14

Tuesday, September 21, 2010
Everyone is Media




    State Farm 09/17/10
                              15

Tuesday, September 21, 2010
A Democracy of Content




    State Farm 09/17/10
                              16

Tuesday, September 21, 2010
Access to This...




    State Farm 09/17/10
                              17

Tuesday, September 21, 2010
Now it’s up to You




    State Farm 09/17/10
                              18

Tuesday, September 21, 2010
One Problem...




    State Farm 09/17/10
                              19

Tuesday, September 21, 2010
A Quick Film




    State Farm 09/17/10
                              20

Tuesday, September 21, 2010
HOW STORIES WORK




    State Farm 09/17/10
                              21

Tuesday, September 21, 2010
Stories Sell




    State Farm 09/17/10
                                             22

Tuesday, September 21, 2010
A Powerful PSA




    State Farm 09/17/10
                              23

Tuesday, September 21, 2010
The Power of Archetypes




    State Farm 09/17/10
                              24

Tuesday, September 21, 2010
Brands are Archetypes




    State Farm 09/17/10
                              25

Tuesday, September 21, 2010
Brands are Archetypes




    State Farm 09/17/10
                              25

Tuesday, September 21, 2010
Brands are Archetypes




    State Farm 09/17/10
                              25

Tuesday, September 21, 2010
Brands are Archetypes




    State Farm 09/17/10
                              25

Tuesday, September 21, 2010
A Film on Brand Archetypes




    State Farm 09/17/10
                                 26

Tuesday, September 21, 2010
State Farm?




    State Farm 09/17/10
                              27

Tuesday, September 21, 2010
The most important
                                secret in social
                                  marketing




    St...
State Farm 09/17/10
                              28

Tuesday, September 21, 2010
Know Who You Are




    State Farm 09/17/10
                                                 28

Tuesday, September 21, 2...
THE CONSUMER




    State Farm 09/17/10
                              29

Tuesday, September 21, 2010
Changing
                              Consumers




    State Farm 09/17/10
                                          30
...
Changing
                              Consumers
                              • Power
                              • Tru...
Power




    State Farm 09/17/10
                              31

Tuesday, September 21, 2010
Trust




    State Farm 09/17/10
                              32

Tuesday, September 21, 2010
Ego




    State Farm 09/17/10
                              33

Tuesday, September 21, 2010
What to Do!

                              Give Them
                              What They
                             ...
What to Do!

                              Embrace
                              Authentic
                              E...
What to Do!

                              Listen,
                              Respond,
                              Ch...
What to Do!


                              Be Useful




    State Farm 09/17/10
                                        ...
What to Do!

                              Make Them
                              the Star




    State Farm 09/17/10
  ...
No-Nos




    State Farm 09/17/10
                              39

Tuesday, September 21, 2010
No-Nos
     Don’t Make it About You




    State Farm 09/17/10
                               39

Tuesday, September 21, ...
No-Nos
     Don’t Make it About You
     Don’t Update Inconsistently




    State Farm 09/17/10
                         ...
No-Nos
     Don’t Make it About You
     Don’t Update Inconsistently
     Don’t Spout Corporate Jargon



    State Farm 0...
No-Nos
     Don’t Make it About You
     Don’t Update Inconsistently
     Don’t Spout Corporate Jargon
     Don’t Expect I...
No-Nos
     Don’t Make it About You
     Don’t Update Inconsistently
     Don’t Spout Corporate Jargon
     Don’t Expect I...
CONCLUSIONS



                              09




    State Farm 09/17/10
                                   40

Tuesday...
CONCLUSIONS
     Create Stories


                              09




    State Farm 09/17/10
                           ...
CONCLUSIONS
     Create Stories
     Share Yourself
                              09




    State Farm 09/17/10
         ...
CONCLUSIONS
     Create Stories
     Share Yourself
     Engage with People       09




    State Farm 09/17/10
         ...
CONCLUSIONS
     Create Stories
     Share Yourself
     Engage with People       09




    Be a Community Member


    S...
CONCLUSIONS
     Create Stories
     Share Yourself
     Engage with People       09




    Be a Community Member
     Ha...
Thank You




                              colin@brandnarrative.com




                                                 ...
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State farmfinal915

  1. 1. www.brandnarrative.com Email me for 20 Colin Campbell social media tips colin@brandnarrative.com 1 Tuesday, September 21, 2010
  2. 2. Today’s Agenda State Farm 09/17/10 2 Tuesday, September 21, 2010
  3. 3. Today’s Agenda • How social media yields results State Farm 09/17/10 2 Tuesday, September 21, 2010
  4. 4. Today’s Agenda • How social media yields results • A story in 6 Chapters: State Farm 09/17/10 2 Tuesday, September 21, 2010
  5. 5. Today’s Agenda • How social media yields results • A story in 6 Chapters: About Us You and Social Media The Media Revolution How Stories Work The Consumer Dos and Don’ts State Farm 09/17/10 2 Tuesday, September 21, 2010
  6. 6. Today’s Agenda • How social media yields results • A story in 6 Chapters: The most important secret in About Us You and Social Media social marketing The Media Revolution How Stories Work The Consumer Dos and Don’ts State Farm 09/17/10 2 Tuesday, September 21, 2010
  7. 7. About Us State Farm 09/17/10 3 Tuesday, September 21, 2010
  8. 8. Our Experience State Farm 09/17/10 4 Tuesday, September 21, 2010
  9. 9. We are an Advertising Agency State Farm 09/17/10 5 Tuesday, September 21, 2010
  10. 10. We are an Advertising Agency State Farm 09/17/10 5 Tuesday, September 21, 2010
  11. 11. You and Social Media State Farm 09/17/10 6 Tuesday, September 21, 2010
  12. 12. You and Social Media State Farm 09/17/10 6 Tuesday, September 21, 2010
  13. 13. You and Social Media State Farm 09/17/10 6 Tuesday, September 21, 2010
  14. 14. You and Social Media State Farm 09/17/10 6 Tuesday, September 21, 2010
  15. 15. You and Social Media State Farm 09/17/10 6 Tuesday, September 21, 2010
  16. 16. You and Social Media State Farm 09/17/10 7 Tuesday, September 21, 2010
  17. 17. Great, Great Stories State Farm 09/17/10 8 Tuesday, September 21, 2010
  18. 18. THE MEDIA REVOLUTION State Farm 09/17/10 9 Tuesday, September 21, 2010
  19. 19. Epic Changes State Farm 09/17/10 10 Tuesday, September 21, 2010
  20. 20. The Good Old Days State Farm 09/17/10 11 Tuesday, September 21, 2010
  21. 21. This Happened... State Farm 09/17/10 12 Tuesday, September 21, 2010
  22. 22. It’s Free State Farm 09/17/10 13 Tuesday, September 21, 2010
  23. 23. Advertising has Changed State Farm 09/17/10 14 Tuesday, September 21, 2010
  24. 24. Everyone is Media State Farm 09/17/10 15 Tuesday, September 21, 2010
  25. 25. A Democracy of Content State Farm 09/17/10 16 Tuesday, September 21, 2010
  26. 26. Access to This... State Farm 09/17/10 17 Tuesday, September 21, 2010
  27. 27. Now it’s up to You State Farm 09/17/10 18 Tuesday, September 21, 2010
  28. 28. One Problem... State Farm 09/17/10 19 Tuesday, September 21, 2010
  29. 29. A Quick Film State Farm 09/17/10 20 Tuesday, September 21, 2010
  30. 30. HOW STORIES WORK State Farm 09/17/10 21 Tuesday, September 21, 2010
  31. 31. Stories Sell State Farm 09/17/10 22 Tuesday, September 21, 2010
  32. 32. A Powerful PSA State Farm 09/17/10 23 Tuesday, September 21, 2010
  33. 33. The Power of Archetypes State Farm 09/17/10 24 Tuesday, September 21, 2010
  34. 34. Brands are Archetypes State Farm 09/17/10 25 Tuesday, September 21, 2010
  35. 35. Brands are Archetypes State Farm 09/17/10 25 Tuesday, September 21, 2010
  36. 36. Brands are Archetypes State Farm 09/17/10 25 Tuesday, September 21, 2010
  37. 37. Brands are Archetypes State Farm 09/17/10 25 Tuesday, September 21, 2010
  38. 38. A Film on Brand Archetypes State Farm 09/17/10 26 Tuesday, September 21, 2010
  39. 39. State Farm? State Farm 09/17/10 27 Tuesday, September 21, 2010
  40. 40. The most important secret in social marketing State Farm 09/17/10 28 Tuesday, September 21, 2010
  41. 41. State Farm 09/17/10 28 Tuesday, September 21, 2010
  42. 42. Know Who You Are State Farm 09/17/10 28 Tuesday, September 21, 2010
  43. 43. THE CONSUMER State Farm 09/17/10 29 Tuesday, September 21, 2010
  44. 44. Changing Consumers State Farm 09/17/10 30 Tuesday, September 21, 2010
  45. 45. Changing Consumers • Power • Trust • Ego State Farm 09/17/10 30 Tuesday, September 21, 2010
  46. 46. Power State Farm 09/17/10 31 Tuesday, September 21, 2010
  47. 47. Trust State Farm 09/17/10 32 Tuesday, September 21, 2010
  48. 48. Ego State Farm 09/17/10 33 Tuesday, September 21, 2010
  49. 49. What to Do! Give Them What They Really Want State Farm 09/17/10 34 Tuesday, September 21, 2010
  50. 50. What to Do! Embrace Authentic Emotions State Farm 09/17/10 35 Tuesday, September 21, 2010
  51. 51. What to Do! Listen, Respond, Chat State Farm 09/17/10 36 Tuesday, September 21, 2010
  52. 52. What to Do! Be Useful State Farm 09/17/10 37 Tuesday, September 21, 2010
  53. 53. What to Do! Make Them the Star State Farm 09/17/10 38 Tuesday, September 21, 2010
  54. 54. No-Nos State Farm 09/17/10 39 Tuesday, September 21, 2010
  55. 55. No-Nos Don’t Make it About You State Farm 09/17/10 39 Tuesday, September 21, 2010
  56. 56. No-Nos Don’t Make it About You Don’t Update Inconsistently State Farm 09/17/10 39 Tuesday, September 21, 2010
  57. 57. No-Nos Don’t Make it About You Don’t Update Inconsistently Don’t Spout Corporate Jargon State Farm 09/17/10 39 Tuesday, September 21, 2010
  58. 58. No-Nos Don’t Make it About You Don’t Update Inconsistently Don’t Spout Corporate Jargon Don’t Expect Instant Love State Farm 09/17/10 39 Tuesday, September 21, 2010
  59. 59. No-Nos Don’t Make it About You Don’t Update Inconsistently Don’t Spout Corporate Jargon Don’t Expect Instant Love Don’t Be Boring State Farm 09/17/10 39 Tuesday, September 21, 2010
  60. 60. CONCLUSIONS 09 State Farm 09/17/10 40 Tuesday, September 21, 2010
  61. 61. CONCLUSIONS Create Stories 09 State Farm 09/17/10 40 Tuesday, September 21, 2010
  62. 62. CONCLUSIONS Create Stories Share Yourself 09 State Farm 09/17/10 40 Tuesday, September 21, 2010
  63. 63. CONCLUSIONS Create Stories Share Yourself Engage with People 09 State Farm 09/17/10 40 Tuesday, September 21, 2010
  64. 64. CONCLUSIONS Create Stories Share Yourself Engage with People 09 Be a Community Member State Farm 09/17/10 40 Tuesday, September 21, 2010
  65. 65. CONCLUSIONS Create Stories Share Yourself Engage with People 09 Be a Community Member Have Fun State Farm 09/17/10 40 Tuesday, September 21, 2010
  66. 66. Thank You colin@brandnarrative.com 41 Tuesday, September 21, 2010
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