The Social Media Storyteller Why it is Critical to Tell a Compelling Story Online and How to Do it The Marketing Executive...
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
<ul><li>Business Stories are anything and everything… </li></ul><ul><li>Written </li></ul><ul><li>Spoken </li></ul><ul><li...
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Identify New “Want’s” and “Where’s” <ul><li>Traditional ideal client profile information plus… </li></ul><ul><li>Communiti...
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
 
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Synch to “Want’s” & “Where’s” <ul><li>Topics </li></ul><ul><li>…  narrow vs broad vs mixed </li></ul><ul><li>Content  </li...
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Write to the 10 th  Grade Level <ul><li>Plutoids are celestial bodies in orbit around the sun at a distance greater than t...
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Develop an Editorial Calendar <ul><li>Slice and dice your products and services </li></ul><ul><li>Repurpose content  </li>...
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
The Five Senses Scan… <ul><li>Examine everything that contacts your target audience’s five senses, directly and indirectly...
Evaluate Your Messaging <ul><li>Criteria Description </li></ul><ul><li>Synched One key message (elevator speech) </li></ul...
Mini Case Studies Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
216,502 fans Mar 2010 Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
2,761 followers Mar 2010 Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Camex 2009 21/60 Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
5 Agencies (4 for multi-cultural) $340MM promotional campaign {$145MM for multi-cultural} 1970  78%  1980  75% 1990 65% 20...
Copyright © 2010, The Chief Storyteller  ® , LLC.  All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Steve Jost  Census Communications Director Advance letters increase response rates 6 to 12 %  Every 1% increase in returns...
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Sep 14, 2008 Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller ®, LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller ®, LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller ®, LLC. All rights reserved. www.TheChiefStoryteller.com
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
20,020,419 views, March 17, 2010 since July 2009 Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. ww...
Copyright © 2010, The Chief Storyteller  ® , LLC. All rights reserved. www.TheChiefStoryteller.com
 
The Social Media Storyteller Why it is Critical to Tell a Compelling Story Online and How to Do it Ira Koretsky President ...
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The Social Media Storyteller - Why it is Critical to Tell a Compelling Story Online and How to Do it

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Learn how to tell the best stories about you and your company online. Engage clients
and prospects quicker. Get them to say, “Wow! I need that” with compelling business
stories and messages shared as you market, sell, and build relationships online. This
session is packed with immediately applicable ideas and tips. We cover the most
important applications today: blogs, email, LinkedIn, Slideshare, Facebook, and Twitter.

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  • As the word “networking” is used so frequently these days, get students to think about the definition of networking prior to discussing what it is and is not.
  • As the word “networking” is used so frequently these days, get students to think about the definition of networking prior to discussing what it is and is not.
  • As the word “networking” is used so frequently these days, get students to think about the definition of networking prior to discussing what it is and is not.
  • As the word “networking” is used so frequently these days, get students to think about the definition of networking prior to discussing what it is and is not.
  • The Social Media Storyteller - Why it is Critical to Tell a Compelling Story Online and How to Do it

    1. 1. The Social Media Storyteller Why it is Critical to Tell a Compelling Story Online and How to Do it The Marketing Executives Networking Group March 18, 2010 Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    2. 2. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    3. 3. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    4. 4. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    5. 5. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    6. 6. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    7. 7. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    8. 8. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    9. 9. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    10. 10. <ul><li>Business Stories are anything and everything… </li></ul><ul><li>Written </li></ul><ul><li>Spoken </li></ul><ul><li>Heard </li></ul><ul><li>Viewed </li></ul><ul><li>Seen </li></ul>Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    11. 11. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    12. 12. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    13. 13. Identify New “Want’s” and “Where’s” <ul><li>Traditional ideal client profile information plus… </li></ul><ul><li>Communities / Niches </li></ul><ul><li>Preferred sites / applications </li></ul><ul><li>Information (e.g., broad, deep, mixed, headlines) </li></ul><ul><li>Frequency (e.g., immediate, daily, weekly) </li></ul><ul><li>Type / Method (e.g., text, blog, article, newsletter, tweet) </li></ul><ul><li>Language(s) / culture / taboos </li></ul><ul><li>And more… </li></ul>Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    14. 14. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    15. 15. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    16. 16. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    17. 17. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    18. 19. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    19. 20. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    20. 21. Synch to “Want’s” & “Where’s” <ul><li>Topics </li></ul><ul><li>… narrow vs broad vs mixed </li></ul><ul><li>Content </li></ul><ul><li>… differentiated, deliberate, and valuable </li></ul><ul><li>Being there </li></ul><ul><li>… long-term educational content provider </li></ul><ul><li>Frequency </li></ul><ul><li>… how often </li></ul><ul><li>Delivery </li></ul><ul><li>… text, email, newsletter, blog, etc. </li></ul>Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    21. 22. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    22. 23. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    23. 24. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    24. 25. Write to the 10 th Grade Level <ul><li>Plutoids are celestial bodies in orbit around the sun at a distance greater than that of Neptune that have sufficient mass for their self-gravity to overcome rigid body forces so that they assume a hydrostatic equilibrium (near-spherical) shape, and that have not cleared the neighborhood around their orbit. </li></ul>— International Astronomical Union Definition of a Plutoid, 6/2008 Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    25. 26. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    26. 27. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    27. 28. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    28. 29. Develop an Editorial Calendar <ul><li>Slice and dice your products and services </li></ul><ul><li>Repurpose content </li></ul><ul><li>from White papers, manuals, articles, press releases, blogs, clients (requests, complaints, testimonials), tweets, advertising, commercials, videos, interviews, ideas, and more… </li></ul><ul><li>Plan out a calendar of evergreen content </li></ul><ul><li>Sprinkle/dump relevant content daily, topic-wise, and based on trends </li></ul><ul><li>Follow SEO / be key word friendly </li></ul>Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    29. 30. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    30. 31. The Five Senses Scan… <ul><li>Examine everything that contacts your target audience’s five senses, directly and indirectly </li></ul><ul><li>Analyze frequency, tone, trends, spikes, dips, etc. </li></ul><ul><li>Leverage listening and analysis tools </li></ul><ul><ul><li>Google alerts </li></ul></ul><ul><ul><li>Twitter (monitter.com, www.tweetdeck.com) </li></ul></ul><ul><ul><li>www.alterian-social-media.com </li></ul></ul><ul><ul><li>www.radian6.com </li></ul></ul><ul><ul><li>Press clipping services </li></ul></ul><ul><ul><li>Customer and prospective customer feedback </li></ul></ul><ul><ul><li>News aggregators </li></ul></ul><ul><ul><li>And more… </li></ul></ul>Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    31. 32. Evaluate Your Messaging <ul><li>Criteria Description </li></ul><ul><li>Synched One key message (elevator speech) </li></ul><ul><li>Targeted Messages and stories laser-focused on your ICP </li></ul><ul><li>Clear C2As Call-to-actions are clear and plentiful </li></ul><ul><li>Integrated Everything! </li></ul><ul><li>Metrics Well-defined, measurable success criteria </li></ul>Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    32. 33. Mini Case Studies Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    33. 34. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    34. 35. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    35. 36. 216,502 fans Mar 2010 Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    36. 37. 2,761 followers Mar 2010 Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    37. 38. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    38. 39. Camex 2009 21/60 Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    39. 40. 5 Agencies (4 for multi-cultural) $340MM promotional campaign {$145MM for multi-cultural} 1970 78% 1980 75% 1990 65% 2000 67% 2010 69% (goal)
    40. 41. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    41. 42. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    42. 43. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    43. 44. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    44. 45. Steve Jost Census Communications Director Advance letters increase response rates 6 to 12 % Every 1% increase in returns reduces taxpayer costs by $85 MM Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    45. 46. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    46. 47. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    47. 48. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    48. 49. Sep 14, 2008 Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    49. 50. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    50. 51. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    51. 52. Copyright © 2010, The Chief Storyteller ®, LLC. All rights reserved. www.TheChiefStoryteller.com
    52. 53. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    53. 54. Copyright © 2010, The Chief Storyteller ®, LLC. All rights reserved. www.TheChiefStoryteller.com
    54. 55. Copyright © 2010, The Chief Storyteller ®, LLC. All rights reserved. www.TheChiefStoryteller.com
    55. 56. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    56. 57. 20,020,419 views, March 17, 2010 since July 2009 Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    57. 58. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
    58. 60. The Social Media Storyteller Why it is Critical to Tell a Compelling Story Online and How to Do it Ira Koretsky President & CEO The Chief Storyteller ® LLC. +1 (301) 718 – 8368 [email_address] Newsletter: www.thechiefstoryteller.com/cc blog: www.chiefstoryteller.com Twitter: @chiefstorytellr Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com

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