What's Your Story?

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

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

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  • 1. What’s Your Story? Storytelling’s Link to Social Marketing Success @prblog│#summitup prblog│#summitup
  • 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. University of Dayton | Kiefaber St. | 1990 summitup09 Copyright Kevin Dugan │ @prblog
  • 4. A Tale of Two Cities SOCIAL MEDIA PARADOX summitup09 Copyright Kevin Dugan │ @prblog
  • 5. Social Media Paradox People Create, Social Technology Interact Media Offline Contact summitup09 Copyright Kevin Dugan │ @prblog
  • 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. The Power of Narrative THE NEED FOR STORY summitup09 Copyright Kevin Dugan │ @prblog
  • 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. 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. What is a Story? Beginning Middle End Problem Solution Results Antagonist Hero/ Transformation Awareness <<-- PASSION -->> summitup09 Copyright Kevin Dugan │ @prblog
  • 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. connect live support feedback friend/ Facebook, LinkedIn, follow/ Twitter, Flickr, YouTube fan reply/ rt share/ comment/ link discuss summitup09 Copyright Kevin Dugan │ @prblog
  • 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. A Story for Any Occasion TYPES OF STORIES summitup09 Copyright Kevin Dugan │ @prblog
  • 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. summitup09 Copyright Kevin Dugan │ @prblog
  • 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. summitup09 Copyright Kevin Dugan │ @prblog
  • 19. summitup09 Copyright Kevin Dugan │ @prblog
  • 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. wecanliveunited.org • Campaign at 75% of goal (baseline year) • Blogger tours, Enquirer partnership • Smaller communities had more sharing summitup09 Copyright Kevin Dugan │ @prblog
  • 22. summitup09 Copyright Kevin Dugan │ @prblog
  • 23. summitup09 Copyright Kevin Dugan │ @prblog
  • 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. summitup09 Copyright Kevin Dugan │ @prblog
  • 26. summitup09 Copyright Kevin Dugan │ @prblog
  • 27. Best Buy • Genuine stories, transparency and experimentation summitup09 Copyright Kevin Dugan │ @prblog
  • 28. summitup09 Copyright Kevin Dugan │ @prblog
  • 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. Applying All of This Stuff 12 ACTION ITEMS summitup09 Copyright Kevin Dugan │ @prblog
  • 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. Action Items 4) Share instead of broadcast 5) Broaden definition of story 6) Mash-Up summitup09 Copyright Kevin Dugan │ @prblog
  • 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. Action Items 10) Revisit customer touchpoints 11) Break down silos to tell stories 12) The BtoB Opportunity summitup09 Copyright Kevin Dugan │ @prblog
  • 35. Thank You bit.ly/summitupstory bit.ly/summitupstory @prblog│@empowermm prblog│