Storytelling vs. Creating Stories: How to Increase Reach and Engagement on Facebook
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Storytelling vs. Creating Stories: How to Increase Reach and Engagement on Facebook

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#SMX presentation for discussing one avenue to increase Facebook reach and engagement.

#SMX presentation for discussing one avenue to increase Facebook reach and engagement.

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  • What I want to speak with you about today is
  • Marketers thought they could hop on and start producing the same old crap and get somewhere.Part of an ecosystem that must have a strategy rooted in vision and purpose in order to be most effective. Facebook is a tactic, not a strategy. It’s a tactic; a channel in which we’re able to actualize a prong of our mar commstartegy.
  • While Facebook is a large piece of the social media market share, it’s not a silver bullet to solve your business challenges and it’s not a place you can treat like we’ve treated Internet marketing. It is a place where we may not need to earn a like, but we must earn the continued like, engagement of our community. Facebook is a great place, the most powerful social network today, however it is part of a much larger digital ecosystem, that if not built and planned for properly will never become what it could be. If you haven’t done the strategic ground work, it’s going to be difficult for you to build an engaged audience on Facebook, or any other social network. If you don’t care about your community, it’s shows and will be that much harder to pretend like you do. Therefore, you will likely never acquire the reach and engagement without paying for it and even then you must have engaging content.
  • Linear. One-way.Measure.Rinse and repeat.a specific structure of narrative with a specific style and set of characters and which includes a sense of completeness.
  • A central, unique aspect of storytelling is its reliance on the audience to develop specific visual imagery and detail to complete and co-create the story. Storytelling is a process, a medium for sharing, interpreting, offering the content and meaning of a story to an audience. 
  • How many of you believe that Facebook is a place where you can tell stories, not just create and publish them? As practitioners, I think we are all good at creating stories, but we’re not necessarily good storytellers. Story: a narrative account of real or fictional eventsStoryteller: someone who tells the story
  • This is all of your strategy that hopefully ladders up to business objectives. If you don’t have these things outlined, don’t start with Facebook. Often times I’m baffled by the lack of thought and strategy of an organization. Many are unclear of what they stand for, why but think it will be simple to articulate and emulate elsewhere. This isn’t how it works today.
  • A layer over mar comm objectives
  • Once you’ve laid a foundation, which will largely determine your direction on Facebook, then build a content strategy that organizes your approach and how you’ll create, produce and publish your content. Because Facebook is a dynamic medium, determine how the UGC will play into your owned content. What is your CS and how will you participate in UGC?
  • Owned and static to dynamic… YOU SHOULD OWN YOUR CONTENT AND LEVERAGE THE DYNAMIC NATURE OF SOCIAL TO HELP SHAPE IT
  • The baffling thing to me about Oreo’s killer digital marketing strategy is how many people have labeled it their “Facebook strategy.” We often make the mistake at looking at the bright and shiney objects instead of looking further into form and functionality. Oreo is a perfect example. Everything they’re doing drives to Kraft of Nabisco’s websites and they’re using social and content to drive the traffic.
  • Kraftfoods.com hosts all Oreo recipes and drives there.
  • Honor daily birthday, which can be entered through a Facebook app.
  • Fill-in-the-blank, conversations between milk and cookie, recipes, drive to their apps and brand integrations (Walmart and mint oreo), fan comments and ideas, and more!
  • Mimic site apps with the exception of a few.
  • While Facebook is a large piece of the social media market share, it’s not a silver bullet to solve your business challenges and it’s not a place you can treat like we’ve treated Internet marketing. It is a place where we may not need to earn a like, but we must earn the continued like, engagement of our community. Facebook is a great place, the most powerful social network today, however it is part of a much larger digital ecosystem, that if not built and planned for properly will never become what it could be. If you haven’t done the strategic ground work, it’s going to be difficult for you to build an engaged audience on Facebook, or any other social network. If you don’t care about your community, it’s shows and will be that much harder to pretend like you do. Therefore, you will likely never acquire the reach and engagement without paying for it and even then you must have engaging content.

Storytelling vs. Creating Stories: How to Increase Reach and Engagement on Facebook Presentation Transcript

  • 1. Storytelling vs. Creating Stories:How to Increase Reach and Engagement on Facebook Lisa Grimm | @lulugrimm Director, PR and Emerging Media at space150 | space150 @lulugrimm | @space150 | #smx #11A
  • 2. Facebook is a TACTIC @lulugrimm | @space150 | #smx #11A
  • 3. Facebook is a piece of a large digital andsocial ecosystem that enables brands toconnect consumers to their stories. As youshould in all you do, leverage Facebook totell your story with:• Purpose and Intent (strategy)• Seek to connect with the consumer, and• Create avenues (valuable content) for the the customer to participate in and influence your story in real time• In essence, be human! @lulugrimm | @space150 | #smx #11A
  • 4. Industrial Era = Static Stories Key DisseminateAudience Media Content Messages Message • Content Static and/or • Product one-way • Customer Service communication Owned • Print • PR • Broadcast Paid Earned @lulugrimm | @space150 | #smx #11A
  • 5. Digital Era = Dynamic Storytelling Key Disseminate Audience Media Content Messages Message • Content Dynamic • Product and/or two- • Customer service way and real- • Web time; your • Mobile currency and • Email opportunity • Employees Owned • Print/Broadcast • PR • Banners • Social • Social Ads • User-generated content Paid Earned • SEO/PPC • Direct to brand • Brand mentions (social @lulugrimm | @space150 | #smx #11A listening)
  • 6. Story: a specific structure of narrative with aspecific style and set of characters and whichincludes a sense of completeness.Storytelling: A central, unique aspect ofstorytelling is its reliance on the audience todevelop specific visual imagery and detail tocomplete and co-create the story. Storytelling is aprocess, a medium forsharing, interpreting, offering the content andmeaning of a story to an audience.Source: National Storytelling Association @lulugrimm | @space150 | #smx #11A
  • 7. Understand your story so you can start TELLING itThis Not thisWhy am I? What am I? Who am I?• What do we • Product/S • Brand believe? ervice @lulugrimm | @space150 | #smx #11A
  • 8. • What do/don’t you stand for?Social Strategy • Why, what and who am I/are we? Goals • Reverse engineer,• Revisit Brand Identity place desired objectives; did outcome first you meet [Purpose/Mission] Objectives targets? • Increase reach• What • Growth qualitative Goals/ • Engagement learnings were Objectives/ Measurement there? Strategies/Tactics • Drive traffic to owned platformsOwned Strategies • Action plan to reach• Web objectives• Mobile Multi-channel Editorial Essence Tactics• Email • Content Execution +• Product Planning Content Strategy • PR/CommunicationEarned/Shared plan• PR • Campaigns • Brand style guide• Social • Content strategyPaid • Owned (branded content)• Print/Broadcast • Campaigns (campaign collateral)• Banners • UGC (how will UGC be leveraged?)• Social Ads • Curated (how can we organize content• SEO/PPC • Editorial calendar
  • 9. How to start TELLING your story: CONTENT Brand Style Guide Content Themes + Execution Plan • Voice + Tone Strategy • Editorial Calendar • Creative • Owned Content • Asset • SEO • User-Generated Creation/Development • Brand guidelines Content (UGC) • Channel Deployment where applicable • Curation • Campaigns • Partnership content @lulugrimm | @space150 | #smx #11A
  • 10. A component of a large ecosystem: CONTENT HUBBuild a strong contentfoundation on your ownedchannels so that you caneasily repurpose and/or Website Facebookcreate and share brandedcontent on Facebook. @lulugrimm | @space150 | #smx #11A
  • 11. • Images with text overlayContent Categories • and link Video • Company/product news Branded • Behind-the-Scenes Content • Thought Leadership • Promotions/deals • Fan feedback, positive and negativeCuration (choosingcontent and organizing Align campaign goals andbased on subject/genre) Curated Content Facebook Campaigns content to Facebook in anis an amazing tactic for interactive waymany. Content productioncan be challenging, souse others’ content Define community engagement(always with proper strategyattribution) to involve User- Generated • Apply voice and tonethe broader community Content • Set community rules and expectations • Plan for how you may leverage user comments as both a way to recalibrate overall strategy, but to repurpose as content on Facebook
  • 12. What makes a successful story on Facebook?Source: NPR “What makes a successful story successful story on Facebook” on All Facebook | Photo cred: Russ Gossett @lulugrimm | @space150 | #smx #11A
  • 13. Brand example: Oreo @lulugrimm | @space150 | #smx #11A
  • 14. • Daily Twist Oreo’s Approach • Recipes • Daily Twist • Cookie Art• Daily Twist Tumblr Pinterest• Facebook apps mostly mirror site • Daily Twist content idea• Fill in the generation Blank Facebook Twitter • Broadcast• UGC • Brand• Brand Website Integrations Integrations CONTENT: Moments Gallery | Birthdays | Games | Ambassadoreo | Daily Twist | Cookie Creations Oreo has a multichannel approach and execution: • Nabiso.com and Kraft.com are the hub of content; content is repurposed in social and drives to the site • Facebook applications are an extension of their .com apps and activity, with the exception of a few • This integrated campaign is rooted in Oreo’s centennial and celebrating the kid inside
  • 15. The Foundation: Celebrating the kid insideIn addition to celebrating its 100th birthday, Oreo reinforces itsmission to make life a little less serious by celebrating the kidInside. This is present in every piece of content produced by Oreo. @lulugrimm | @space150 | #smx #11A
  • 16. • Moments Gallery Share an OREO momentBrands.Nabisco.com/Oreo showing how you let your inner kid loose. • Birthday of the day • Lady Antebellum birthday notes • Oreo Arcade • Ambassadoreo • Daily Twist • Recipes @lulugrimm | @space150 | #smx #11A
  • 17. Moments Gallery @lulugrimm | @space150 | #smx #11A
  • 18. FacebookAs the world’s favorite cookie, Oreo has been part of memorable familymoments for 100 years @lulugrimm | @space150 | #smx #11A
  • 19. FacebookContent Content @lulugrimm | @space150 | #smx #11A
  • 20. Facebook AppsAll site content is hosted here with several Facebook native apps that arefocused on multicultural @lulugrimm | @space150 | #smx #11A
  • 21. Daily Twist100-day campaign that leverages pop-culture, trends and UGC to inspire itscookie riff that is published and Nabisco.com and shared multi-channel(Twitter, Facebook, Pinterest and Tumblr). @lulugrimm | @space150 | #smx #11A
  • 22. Facebook is a piece of a large digital andsocial ecosystem that enables brands toconnect consumers to their stories. As youshould in all you do, leverage Facebook totell your story with:• Purpose and Intent (strategy)• Seek to connect with the consumer, and• Create avenues (valuable content) for the the customer to participate in and influence your story in real time• In essence, be human! @lulugrimm | @space150 | #smx #11A
  • 23. Bonus @lulugrimm | @space150 | #smx #11A