Using Your Business Assets to Generate Stories

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Using Your Business Assets to Generate Stories

  1. EARNING LINKSLeveraging Assets, Tools and Process- Change to Create Genuine Stories by Nichola Stott
  2. “The best links are not paid, orexchanged after out-of-the-blueemails–the best links are earnedand given by choice.” Matt Cutts’ Blog - 2005 -
  3. MYTHS
  4. BUILD ITAND THEY WILL COME
  5. WEMADEA VIRAL VIDEO
  6. STAGESDistribution Ideation Creation
  7. What is newsworthy?AGENDA Ideation process – using business assets Operating frameworks Organisational change
  8. 82% Averagevisibility drop from the TOP 100 losers whenPanda rolled out to the UK - SearchMetrics
  9. 3.1%of all queries impacted by penguin. (Google)
  10. the length of time it took iAquire to get back in the index after being accused of buying links (SEL)
  11. 73is the position that Google Chrome dropped to forthe term “browser” after giving themselves a PR penalty for a sponsored posts campaign (Danny Goodwin)
  12. 700,000“notice of detection” emails sent viawebmaster tools in Jan and Feb lastyear (Tiffany Oberoi – Google at SMX West)
  13. Diversity AudienceReinforces EndearingBrand Story
  14. WHAT ISNEWSWORTHY
  15. Quantifiable
  16. Emotive
  17. Social currencyTriggersEase for emotionPublicPractical ValueStoriesContagious – Why Things Catch OnProfessor Jonah Berger, Wharton Penn.
  18. Uncover Use realStories assets Process Earn Resonate yourPlacement with audience
  19. Face to face Qualitative interviewsStakeholder Need Senior groups Buy-in
  20. CustomerYour ExperienceUSP - Voted best customer service - Highest retention rate
  21. PRODUCT STORIES
  22. AN EXAMPLESet DemographicsSet ScreeningQuestionsSurvey Question
  23. Results90%80%70%60%50%40%30%20%10%0% Fully Prepared Not Prepared
  24. STORY The Business Daily 79% of business owners not ready for RTIA recent survey by Chartered accounting firm, Accountants and Co found that 79% of allbusiness owners and employers surveyed are not yet ready for the new HMRC reporting requirements which came into effect on April 6th 2013. Under the RTI system, employers will be required to send data about PAYE, NIC andstudent loans every time they pay their employees, rather than just once a year on the P35 End of Year Return. HMRC is currently in the process of notifying employers their start date for RTI and some may have already recently received a notification. Accountants and Co. have released a ten-step checklist for business owners help assess their readiness for RTI.
  25. PRODUCTNeeds a USP
  26. For Ubiquitous ProductsPressRelease Distribution Ideation Creation
  27. Boring products can have human applicationsCan be service or policy related Take it to the human conclusion
  28. “A strong purpose and a sense ofethics give the company a solidfoundation. In Innocent’s case the focuswas on leaving the planet a little betterthan they found it.” Sir Richard Branson – Tips for Growing Your Small Business – Entrepreneur.com
  29. Holistic Marketing StrategiesResponsibility Create feel good storiesInclusion Earn linksJob satisfaction Attract employees Attract customers
  30. Needs to be Policy before Genuine or intrinsic story backfire
  31. “It is such a cliché: Dont just presentdata, tell a story. Yet it is rarelyfollowed. We almost alwayspresent data.” Avinash Kaushik: Occam’s Razor
  32. Infographics Slides Mechanisms Data Graphs Visualisation
  33. “Rather than ‘big’ large volumes ofdata it’s actually about a thirddimension – like velocity of thatdata” Ed Parsons – Google Head of Geo-Spatial Technology
  34. DATASTORIES
  35. Professor Ed Manley andJames Cheshire of UCL Centre for Spatial Technology
  36. META-METRIC – SALES PER HOUR
  37. 10 15 20 25 35 30 0 511-Sep18-Sep25-Sep02-Oct09-Oct16-Oct23-Oct30-Oct06-Nov13-Nov20-Nov27-Nov04-Dec11-Dec18-Dec25-Dec01-Jan08-Jan15-Jan22-Jan29-Jan05-Feb12-Feb
  38. Don’t Discountan infographic because everyone else does; just tell a better story
  39. Transmission or receipt of thematerials in this presentation or information herein does not constitute legal advice.
  40. Media ContactDatabases
  41. EMBRACINGCHANGE
  42. Integral to Marketing growth and Mindset & Skills success inSERPS + Sales Earning Links Part of holistic business strategy
  43. THANKSFOR LISTENING
  44. Tel: +44(0)1420 540227E-mail: nichola.stott@themediaflow.comTwitter: @NicholaStottWeb: www.themediaflow.comDownload Now:www.themediaflow.com

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