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What’s Your Story?
  Storytelling’s Link to
Social Marketing Success
  @prblog│#summitup
   prblog│#summitup
What’s Your Story?
  1) Social Media Paradox

  2) The Need for Story

  3) Types of Stories

  4) 12 Action Items

summit...
University of Dayton | Kiefaber St. | 1990

summitup09                                       Copyright Kevin Dugan │ @prbl...
A Tale of Two Cities

      SOCIAL MEDIA PARADOX


summitup09                   Copyright Kevin Dugan │ @prblog
Social Media Paradox
                          People




              Create,    Social     Technology
              Int...
Social Media Paradox
             Person       Technology
             One to One   One to Many
             Personal     ...
The Power of Narrative

      THE NEED FOR STORY


summitup09                     Copyright Kevin Dugan │ @prblog
The Need for Story
  • When facts are widely available and instantly
    accessible, they become less valuable
           ...
The Need for Story
  • Fact: The Queen died and the King died

  • Story: The Queen died and the King died of a
    broken...
What is a Story?

  Beginning      Middle           End
  Problem        Solution         Results
  Antagonist     Hero/  ...
The Need for Story
  • Stories are contagious

  • Storytelling is scalable (sometimes)

  • Stories bring people together...
connect live


                                                      support




                                         ...
The Need for Story
  • “Incessant online chatter are pixels of people’s
    online identity.” – Clive Thompson, NYT

  • C...
A Story for Any Occasion

      TYPES OF STORIES


summitup09                       Copyright Kevin Dugan │ @prblog
Types of Stories
  • Stories:
         – Change the Conversation
         – Humanize Brands
         – Start Conversations...
summitup09   Copyright Kevin Dugan │ @prblog
myunionterminal.org
  • Approximately 100 stories contributed

  • Twitter and Facebook are top 5 referrers

  • More than...
summitup09   Copyright Kevin Dugan │ @prblog
summitup09   Copyright Kevin Dugan │ @prblog
wecanliveunited.org
  • More than a dozen stories contributed

  • Facebook is a top referrer to site, followers
    have ...
wecanliveunited.org
  • Campaign at 75% of goal (baseline year)

  • Blogger tours, Enquirer partnership

  • Smaller comm...
summitup09   Copyright Kevin Dugan │ @prblog
summitup09   Copyright Kevin Dugan │ @prblog
my Starbucks
  • Starbucks was almost named after the boat in
    “Moby Dick” instead of the boat’s first mate

  • Would ...
summitup09   Copyright Kevin Dugan │ @prblog
summitup09   Copyright Kevin Dugan │ @prblog
Best Buy
  • Genuine stories, transparency and
    experimentation




summitup09                              Copyright K...
summitup09   Copyright Kevin Dugan │ @prblog
Types of Story
  • #beatcancer #followfriday #pepsifail

  • Enable your audience to tell their stories, on
    their term...
Applying All of This Stuff

      12 ACTION ITEMS


summitup09                         Copyright Kevin Dugan │ @prblog
Action Items
  1. Revisit Creative Brief

  2. Storyboard your ideas

  3. Tell your own stories through social media




...
Action Items
  4) Share instead of broadcast

  5) Broaden definition of story

  6) Mash-Up




summitup09               ...
Action Items
  7) Tell consistently, taking into account strengths
    and limitations in each medium

  8) It’s in the de...
Action Items
  10) Revisit customer touchpoints

  11) Break down silos to tell stories

  12) The BtoB Opportunity




su...
Thank You
 bit.ly/summitupstory
 bit.ly/summitupstory

@prblog│@empowermm
 prblog│
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What's Your Story?

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Published on

Storytelling’s Link to Social Marketing Success | presented at SummitUp 2009.

More resources, including an intro video, and plenty of links at: bit.ly/summitupstory

Published in: Business, Technology, Education

Transcript of "What's Your Story?"

  1. 1. What’s Your Story? Storytelling’s Link to Social Marketing Success @prblog│#summitup prblog│#summitup
  2. 2. What’s Your Story? 1) Social Media Paradox 2) The Need for Story 3) Types of Stories 4) 12 Action Items summitup09 Copyright Kevin Dugan │ @prblog
  3. 3. University of Dayton | Kiefaber St. | 1990 summitup09 Copyright Kevin Dugan │ @prblog
  4. 4. A Tale of Two Cities SOCIAL MEDIA PARADOX summitup09 Copyright Kevin Dugan │ @prblog
  5. 5. Social Media Paradox People Create, Social Technology Interact Media Offline Contact summitup09 Copyright Kevin Dugan │ @prblog
  6. 6. Social Media Paradox Person Technology One to One One to Many Personal Push Button Organic Instant 401-(k) Lottery Commitment Campaign Long Tail Viral Earned Paid summitup09 Copyright Kevin Dugan │ @prblog
  7. 7. The Power of Narrative THE NEED FOR STORY summitup09 Copyright Kevin Dugan │ @prblog
  8. 8. The Need for Story • When facts are widely available and instantly accessible, they become less valuable -- A Whole New Mind, Dan Pink • Stories are easier to remember than facts • Stories are facts, wrapped in an emotion -- The Elements of Persuasion, Maxwell & Dickman summitup09 Copyright Kevin Dugan │ @prblog
  9. 9. The Need for Story • Fact: The Queen died and the King died • Story: The Queen died and the King died of a broken heart -- E.M Forster summitup09 Copyright Kevin Dugan │ @prblog
  10. 10. What is a Story? Beginning Middle End Problem Solution Results Antagonist Hero/ Transformation Awareness <<-- PASSION -->> summitup09 Copyright Kevin Dugan │ @prblog
  11. 11. The Need for Story • Stories are contagious • Storytelling is scalable (sometimes) • Stories bring people together and build loyalty -- The Elements of Persuasion, Maxwell & Dickman • What do stories look like online? summitup09 Copyright Kevin Dugan │ @prblog
  12. 12. connect live support feedback friend/ Facebook, LinkedIn, follow/ Twitter, Flickr, YouTube fan reply/ rt share/ comment/ link discuss summitup09 Copyright Kevin Dugan │ @prblog
  13. 13. The Need for Story • “Incessant online chatter are pixels of people’s online identity.” – Clive Thompson, NYT • Consumers are constantly finding ways to express themselves via varying media -- from online profiles to fashion – Iconoculture • Ambient awareness is the end result summitup09 Copyright Kevin Dugan │ @prblog
  14. 14. A Story for Any Occasion TYPES OF STORIES summitup09 Copyright Kevin Dugan │ @prblog
  15. 15. Types of Stories • Stories: – Change the Conversation – Humanize Brands – Start Conversations – Can be Enabled by Products – Can Be Simple – Create Brands and Communities summitup09 Copyright Kevin Dugan │ @prblog
  16. 16. summitup09 Copyright Kevin Dugan │ @prblog
  17. 17. myunionterminal.org • Approximately 100 stories contributed • Twitter and Facebook are top 5 referrers • More than 4,250 visitors (Jun – Sept) • Election blitz forthcoming summitup09 Copyright Kevin Dugan │ @prblog
  18. 18. summitup09 Copyright Kevin Dugan │ @prblog
  19. 19. summitup09 Copyright Kevin Dugan │ @prblog
  20. 20. wecanliveunited.org • More than a dozen stories contributed • Facebook is a top referrer to site, followers have increased • 2,921 visits between 8-26 and 10-8 summitup09 Copyright Kevin Dugan │ @prblog
  21. 21. wecanliveunited.org • Campaign at 75% of goal (baseline year) • Blogger tours, Enquirer partnership • Smaller communities had more sharing summitup09 Copyright Kevin Dugan │ @prblog
  22. 22. summitup09 Copyright Kevin Dugan │ @prblog
  23. 23. summitup09 Copyright Kevin Dugan │ @prblog
  24. 24. my Starbucks • Starbucks was almost named after the boat in “Moby Dick” instead of the boat’s first mate • Would you drink a cup of Pequod? • Can you tell a story more than 16,000 stores in 49 countries? summitup09 Copyright Kevin Dugan │ @prblog
  25. 25. summitup09 Copyright Kevin Dugan │ @prblog
  26. 26. summitup09 Copyright Kevin Dugan │ @prblog
  27. 27. Best Buy • Genuine stories, transparency and experimentation summitup09 Copyright Kevin Dugan │ @prblog
  28. 28. summitup09 Copyright Kevin Dugan │ @prblog
  29. 29. Types of Story • #beatcancer #followfriday #pepsifail • Enable your audience to tell their stories, on their terms • Enable your audience to share these stories summitup09 Copyright Kevin Dugan │ @prblog
  30. 30. Applying All of This Stuff 12 ACTION ITEMS summitup09 Copyright Kevin Dugan │ @prblog
  31. 31. Action Items 1. Revisit Creative Brief 2. Storyboard your ideas 3. Tell your own stories through social media summitup09 Copyright Kevin Dugan │ @prblog
  32. 32. Action Items 4) Share instead of broadcast 5) Broaden definition of story 6) Mash-Up summitup09 Copyright Kevin Dugan │ @prblog
  33. 33. Action Items 7) Tell consistently, taking into account strengths and limitations in each medium 8) It’s in the details 9) Consider blended opps summitup09 Copyright Kevin Dugan │ @prblog
  34. 34. Action Items 10) Revisit customer touchpoints 11) Break down silos to tell stories 12) The BtoB Opportunity summitup09 Copyright Kevin Dugan │ @prblog
  35. 35. Thank You bit.ly/summitupstory bit.ly/summitupstory @prblog│@empowermm prblog│

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