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Storytelling and Social Media
 

Storytelling and Social Media

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An introduction for students to the ways companies can enhance their brand stories through social media, and recommendations for the managing of these stories through the medium....

An introduction for students to the ways companies can enhance their brand stories through social media, and recommendations for the managing of these stories through the medium.

Designed as one component to a larger interactive work, this deck represents an expanded version of a 5 minute discussion as part of the Schulich School of Business' 'Social Media for Marketing and Management' (MKTG 6226) course.

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  • http://www.slideshare.net/whatidiscover/patagonia-brand-analysis-presentation
  • http://www.slideshare.net/whatidiscover/patagonia-brand-analysis-presentation

Storytelling and Social Media Storytelling and Social Media Presentation Transcript

  • Storytelling…
    …and social media management.
    A brief introduction on how social media can extend, augment, and enhance a company’s story.
  • Once upon a time…
  • Storytelling is integral to human life.
    Learning
    Emotional Fulfillment
  • Storytelling Effective Marketing
    • Method
    • Evocative
    • Origin / demonstrative
    • Emotional connection
    • Values-based worldview
    • Monomyth / fairytale patterns
    • Heroism
    • Can be linear / non-linear
    • Brand achieves connection
    “The brand story gradually becomes synonymous with how we define ourselves as individuals, and products become the symbols that we use to tell the story of ourselves.”
    Fog, Budtz, and Yakaboylu. Storytelling: Branding in Practice
  • Storytelling is a process.
    Adapted from Fog, Budtz, and Yakaboylu. Storytelling: Branding in Practice.
  • Effective Marketing Social Media
    Author(s)
    Extends the story
    Dynamic
    Present tense
    New angles
    Direct conversation
    Co-creation
    Loss of control v. participation
    Social media gives us the capability to extend, augment, and develop existing stories and deliver them on a personalized basis.
    By doing so, we increase can increase the number and strengths of the connections between consumers and brands in a mutually beneficial exchange.
  • Managing Social Media Storytelling
    Understand and respect the audience
    Have a clear vision (convergence)
    Fusion of logic and emotion
    Ensure the story reflects who you are
    Pick something and stick to it!
    Authenticity is rewarded with a stronger connection
    Foster and reward co-creation
    Don’t shut down the story
    Stories conveyed through social media have the potential to take on lives of their own, and marketers must remain conscious of this fact.
    Though there are few definitive rules when managing social media stories, there are some lessons that can be taken from traditional storytelling techniques, the nature of social media interactions, and early case studies.
  • Managing Social Media Storytelling
    If storytelling is effective because of the connections it achieves, always be mindful of those connections.
    Stories conveyed through social media have the potential to take on lives of their own, and marketers must remain conscious of this fact.
    Though there are few definitive rules when managing social media stories, there are some lessons that can be taken from traditional storytelling techniques, the nature of social media interactions, and early case studies.
  • …happily ever after.
  • Epilogue.
  • Case Study: Patagonia’s Origin Story
  • Patagonia’s Continuing Story
  • Patagonia’s Continuing Story
  • Blog
    Twitter
    Patagonia’s Continuing Story
  • Patagonia’s Continuing Story
    Youtube
    Youtube Link
  • Management of the Story (Socially)
    Hero elements
    Antimony
    How does one purchase premium priced goods while maintaining a statement of authenticity and values?
    Consistency, clarity
    Solicits co-creation
    Respects and engages audience
    Mitigates complaints / damaging perceptions
    Approaches the same story from new angles
  • Further (Recommended) Reading
    Available through e-resources
    Print, e-book, Amazon
  • Further Thought…
    What’s your favourite brand story? How is it explained and enhanced through social media? If it currently is not, take on the role of a social media marketer for the brand—what would you do?
    This discussion has focused on the use of social media to supplement traditional marketing techniques. Do you feel these lessons apply to a campaign that exists solely through social media? What would you add?
  • Continue the Discussion…
    Managing Myths of the Near Future