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Marketing profs storytelling 061413
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Marketing profs storytelling 061413

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“Let me tell you a story…” is one of the most powerful phrases a person can hear. Whether we realize it or not, people in our companies already tell stories through content, branding, campaigns, ...

“Let me tell you a story…” is one of the most powerful phrases a person can hear. Whether we realize it or not, people in our companies already tell stories through content, branding, campaigns, social media, PR, the products we develop and the services we deliver. But rarely do they differentiate us. And they’re often unorganized and inconsistent, at best. Learn how to avoid telling the same old story and create one that has a life of its own.

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Marketing profs storytelling 061413 Marketing profs storytelling 061413 Presentation Transcript

  • Content Strategy:Start With Your StoryCarla JohnsonPrincipal@CarlaJohnson
  • StoriesConnectPeople
  • Business Sounds Like…• 981 people died in alcohol-related crashes in 2000• Out of 420 pedestrian fatalities, 38% of those tested foralcohol had been drinking, and most of these had BACsover 0.08• Almost nine out of every 10 people killed in alcoholrelated collisions (87.4%) were in or on the drinkingdrivers vehicle (i.e. drivers/operators or passengers)• Almost nine out of every 10 drivers killed in alcohol-related collisions (87.5%) were male• Over half (56%) of the drivers killed in single-vehiclecrashes tested positive for alcohol, compared to only20% of those killed in multiple-vehicle crashes
  • 5000MESSAGES A DAY
  • Texas Departmentof Transportationwww.FacesOfDrunkDriving.com
  • WHAT MAKESA GREAT STORY?
  • For sale.Baby carriage.Never used.
  • A GREAT STORY IS…• Interesting• Concise• Shareable
  • UNCOVERING YOURSTORY
  • Why?
  • Owner(s) Execs CustomersPartners Supporters Employees
  • INTEGRATING YOURSTORY
  • WHAT’s your business objective?WHO are you talking to?WHEN in their decision-making process?WHERE/HOW are they connecting with you?WHAT do they want to know?WHY do you matter to them?CONTENT STRATEGY
  • The more I can fill theconsumer’s emotional wellwith brand stories, theless I have to trade on it.-Jonathan MildenhallCoca-Cola 2020 Project
  • “Highly successful. The innovation is really in how we’ve integrated it with ourother social media and content marketing efforts.”- John Watton, CMO, ShipservShipServe: The Movie (Starring “Rex”)
  • MULTIPLE PLATFORMS
  • • Online / Digital• Sales• In-person events• Paid / earned media• Employees• Visuals / graphics• Physical space / vehicles / cultureTRADITIONAL –AND BEYOND
  • Indium Blog Series
  • Tell your employees your story firstTeach them how to tell itCreate tangible expressionsEnchant themEmpower themCREATEPROMISE KEEPERS
  • BUYER’S JOURNEY
  • Source: Managing Content Marketingby Robert Rose and Joe PulizziCONTENTMARKETINGFUNNEL
  • ProblemAwarenessEducationPossibleSolutionsVendor Search SelectionRetention /Upsell /EvangelismBUYER’S JOURNEYBigger Story Detailed Story + Proof PointsSomething’snot rightWhat do Ineed todo?What’s myproblem?Who canhelp me?I want to feelgood aboutmy decisionReinforcemy choiceHow to use,successstoriesWhat’s thedifference youwant to make?Detailed,technicalinformationProve ROIThoughtleadership /ID problemsHow you’vehelpedothers
  • “People willforget what yousaid, people willforget what youdid, but peoplewill never forgethow you madethem feel.”- Maya Angelou
  • Carla Johnson, PrincipalType A Communications(720) 344-0987carla@goTypeA.comwww.goTypeA.comType A Communications@carlajohnsonCarla Johnson