CONVERSION DAY :: Amplifying Storytelling with Influencer Marketing

1. CONVERSION DAY Carole Lamarque+32 47 833 7000@caroberry

2. WHY STORYTELLING?

3. Carole. Lamarque+32 47 833 7000@caroberry The ultimate goal of storytelling in content marketing is to make sure your audience ﬁnds more connection with your business, and this on a more personal and emotional level.   1 WHY STORYTELLING?

4. Carole. Lamarque+32 47 833 7000@caroberry   This connection should eventually lead to the creation of loyal customers for your business.   2 WHY STORYTELLING?

5. Carole. Lamarque+32 47 833 7000@caroberry   Companies that do Storytelling, to tell a story.3 WHY STORYTELLING?

6. 80% of CEOs believe their products are diﬀerentiated

7. 8% of customers   agree with them

8. WHY STORYDOING?

9. A Company without a story  is a company without strategy BEN HOROWITZ “

10. I couldn't agree more.     Having a clear and distinctive story is critical in building a brand today.

11. A Fundamentally Different Approach Is Needed People Are Now The Medium It’s About Doing, Not Saying1 2

12. Launch! Finger   pointing   begins Social media   strategy  formulated Digital  agency  engaged Media purchased Story deﬁned Marketing department engaged Marketing agency alerted UI designed Product planning begins Product named Product research begins Growth opportunity identiﬁed OLD WORLD STORYTELLING Carole Lamarque+32 47 833 7000@caroberry

13. The premise of the project is that there are two kinds of companies in the world today: storytelling companies that convey the story of their brand, business or product by telling that story, usually through PR or paid advertising; and storydoing companies that consciously convey their story through direct action. Carole. Lamarque+32 47 833 7000@caroberry WHAT IS STORYDOING?

14. StoryDoing companies use their core story as an organizing principle for activities throughout the company:     • New product development, recruiting, compensation, partnerships,   • Communication that they create Carole. Lamarque+32 47 833 7000@caroberry WHAT IS STORYDOING?

15. NEW WORLD STORYDOING New experiences New team structures New products New communicationNew processes STOR Y STORYSTORY STORYSTORY ST ORY STORYSTOR Y STORY Carole Lamarque+32 47 833 7000@caroberry

16. LESS SPENT ON PAID MEDIA MEDIA SPENT AS % OF ANNUAL REVENUE Storytelling companies spend nearly 3x more on media   as a percent of revenue than Storydoing companies STORYTELLING STORYDOING 4,0% 1,4% 3,4% 2,8% 2,9% 2,7% 1,1% 1,0% 1,2% 1,0% 2011201020092007 2008

17. MORE SOCIAL AWARENESS NUMBER OF SOCIAL MEDIA MENTIONS 2008-2011 (MILLIONS) Storydoing companies are mentioned much   more in social media conversations 0,3% 9,9% 27,6% 44% 1,9% 2,2% 2011201020092008 STORYTELLING STORYDOING 2,8% 0,8%

18. BETTER FINANCIAL PERFORMANCE REVENUE GROWTH RATE (2007-2011) 0% 2% 4% 6% 8% 10% 12% Storytelling Storydoing OPERATING INCOME GROWTH RATE (2007-2011) 0% 2% 4% 6% 8% 10% 12% Storytelling Storydoing 14% 16% 18% Storydoing companies outperform   storytelling companies in toppling sales… And in ﬁnding better ways to reduce   costs and optimize assets1 2

19. HIGHER VALUATIONS STOCK PRICE CAGR (2007-2011) Storydoing stock price growth demonstrates the value created trough their actions -6% -4% -2% 0% 2% 4% 6% Storytelling Storydoing

20. Carole Lamarque+32 47 833 7000@caroberry

21. Carole. Lamarque+32 47 833 7000@caroberry WHAT IS   YOUR UNFAIR ADVANTAGE?

22. WHAT’S YOUR UNFAIR ADVANTAGE? Product Leadership Build a better product, for which customers will pay a premium Solve the client’s broader problem & share in the beneﬁt Achieve the low cost position on product and service support Customer Intimacy Operational Excellence Product Differentiation Customer Responsiveness Operational Competence Carole Lamarque+32 47 833 7000@caroberry

23. HOW TO START?

24. THE SIX QUESTIONS WE ASK 2 31 5 64 Do you have a story? Does the story   deﬁne an ambition beyond commercial aspiration? Is the story   understood and cared by the entire company? Is the story   being used to drive action throughout the company? Have you deﬁned a few iconic transformative actions to focus on? Are people outside the company engaging with and participating in the story? Carole Lamarque+32 47 833 7000@caroberry

25. WHAT IS GREAT CONTENT?

26. In this day and age, a picture, a video is worth more than just a thousand words. When it’s genuine, when it’s relevant yet eternal, when it’s so powerful that it goes beyond sight that’s the kind of image that’s worth a million. And it only takes an instant to read. How can your visualizations tell your storydoing? What does   Getty images Say

27. Overload?

28. “ ERIC SCHMIDT. We now generate as much information every two days as was generated from the beginning of time to 2003

29. PAM GROSSMAN We’re fatigued by how digital life has become. Our culture has become driven by information overload, but our senses still yearn to be stimulated. What happens to meaning in an age of digital excess?” “

30. WHAT IS GREAT CONTENT? Authenticity Modulate Senses Real Beauty Speed Personal 1 2 3 4 5 6 customer obsessed marketing agency

31. 1 Authenticity

32. Why is it so important to be authentic in telling your story, or your product experience?

33. Why is it so important to be authentic in telling your story, or your product experience? In the age of the selﬁe, people want something that speaks to them personally. Images that come oﬀ as constructed, airbrushed, or posed no longer resonate. People want the unpredictable, but familiar at the same time. They want real, candid moments from everyday life. Moments that speak to the human experience. Carole Lamarque+32 47 833 7000@caroberry

34. Never before has the human race been better at spotting a fake. “The viewer’s eye has become a lot more sophisticated,” and what it wants above all is something real. Getty Images Director of Visual Trends, Pam Grossman,

35. User generated content, UGC reveals real people and places, meaning realmoments and emotions that establish a new kind of heightened digital intimacy. AUTHENTICITY

36. AUTHENCITY 94% Articles that contain images get 94% more views than articles without

37. Users clicking on photos of   real life people are twice as   likely to convert to a sale. Tangible proof that real rules according to the Wall Street Journal, Olapic co-founder Jose de Cabo discovered that… That’s something any marketer can get on board with. 2X

38. Modulate Authenticity Modulate 1 2

39. NIKE CASE

40. NIKE CASE Carole Lamarque+32 47 833 7000@caroberry

41. NIKE CASE Carole Lamarque+32 47 833 7000@caroberry

44. Modulate your story ELITE   ATHLETE ELITE   ATHLETE ELITE   ATHLETE ELITE   ATHLETE ELITE   ATHLETE STORY EVERY  ATHLETE EVERY  ATHLETE EVERY  ATHLETE EVERY  ATHLETE Carole Lamarque+32 47 833 7000@caroberry

45. Senses Authenticity Modulate Senses 1 2 3

46. Squarespace & Jeﬀ Bridges Carole Lamarque+32 47 833 7000@caroberry

47. 83% 83% of human learning is visual VISUAL Carole Lamarque+32 47 833 7000@caroberry

48. Real Beauty Authenticity Modulate Senses Real Beauty 1 2 3 4

49. OVERLOAD CAN   OVERCOME BY Real Beauty Our culture has succumbed to information overload, but our senses still yearn to be stimulated. What happens to real meaning in an age of digital excess? Technology has developed around us at such a break-neck pace that few have had a chance to catch their breath. We want what’s real or at least, what feels real.

50. OVERLOAD CAN   OVERCOME BY Real Beauty The more senses a visual is able to engage, the more attention it receives and the more information is retained. Our minds are full of an endless visual library, one that inﬂuences everything we see and how we see it.

51. Speed Authenticity Modulate Senses Real Beauty Speed 1 2 3 4 5

52. Speed, agility and topicality will be key   to overcoming info overload OVERLOAD CAN   OVERCOME BY Speed, Agility, In The Moment

53. Own in-the-moment cultural insight Operate in perpetual beta FIVE CORE BEHAVIORS Blend creativity with speed and precision Treat everything as media Add value to the conversation

54. Personal Modulate Real Beauty Personal 1 2 3 4 5 6 Authenticity Senses Speed

55. Personal Seeing a part of yourself or something familiar in a visual is the ﬁrst step toward evoking emotion, which is the ﬁrst drive of behavioral change. OVERLOAD CAN   OVERCOME BY

56. TOMORROWLAND

57. “ SHERYL SANDBERG. You can’t be what you can’t see

58. WHAT CONTENT   IS BEST?

59. WHAT CONTENT IS BEST? Youtube Strategy For Brands: Hero, Hub Hygiene Explained Carole Lamarque+32 47 833 7000@caroberry

60. When I compared the top ﬁve brands on YouTube and Facebook, the engagement was 20x greater in favor of YouTube. In order to help brands capitalize on this massive engagement, YouTube has been educating advertisers a new content strategy framework called "Hero, Hub, Hygiene" WHAT CONTENT IS BEST? Carole Lamarque+32 47 833 7000@caroberry

61. THE HERO, HUB, HYGIENE STRATEGY CHEAT SHEET What content do you want to PUSH to a big, broad audience? What would be your Super Bowl moment? A brand may have only a few hero moments in a year, such as product launch events or industry tent-poles. HERO CONTENT Carole Lamarque+32 47 833 7000@caroberry

62. THE HERO, HUB, HYGIENE STRATEGY CHEAT SHEET The content do you develop on a regular basis to give a fresh perspective on your target’s passion points.  (Example: verticalized content about a product line.) HUB CONTENT Carole Lamarque+32 47 833 7000@caroberry

63. THE HERO, HUB, HYGIENE STRATEGY CHEAT SHEET What is your audience actively searching for regarding your brand or industry? what can serve as your 365-day-relevant, always-on, programing? (Example: product tutorials, how-to content, customer service, ext.) HYGIENE CONTENT Carole Lamarque+32 47 833 7000@caroberry

64. CREATING YOUR YOUTUBE CONTENT CALENDAR HUB HYGIENE HERO Large-scale, tent-pole events or ‘go-big’ moments designed to raise broad awareness Regularly scheduled ‘push’ content designed for your prime prospect Always on ‘pull’ content  designed for your core target Carole Lamarque+32 47 833 7000@caroberry

65. IT’S NOT JUST ABOUT VIRAL VIDEOS - CONSISTENT CONTENT IS KEY HYGIENE HERO HUB Act like an advertiser Act like a Youtuber Act “always on”

66. Search

67. Search Looking for answers   to questions Be the most compelling   answer to the question Hygiene Content CREATE CONTENT BASED ON USER BEHAVIOUR Carole Lamarque+32 47 833 7000@caroberry

68. Browse

69. Browse Looking to be entertained  ready to be distracted Entertain and inspire through   emotional storytelling Hero Content CREATE CONTENT BASED ON USER BEHAVIOUR Carole Lamarque+32 47 833 7000@caroberry

70. INFLUENCER MARKETING

71. GET IT IN 10-STEPS

72. ARE YOU AN INFLUENCER Not an organization Not Stakeholder Management Not PR 1. It’s a Person Research ﬁndings suggest that more than 90% of all consumers read online reviews before they buy 4. To elicit action  from others By working with them you're able to distribute your massage the right way, at the right time, and through them you will also access the right people 2. Who expresses a contextually relevant message They can help your brand to build credibility by guiding you to produce content that truly meets the needs of your consumers, because they are so close to reality and people 3. That is   meaningful enough STEP 1 Carole Lamarque+32 47 833 7000@caroberry

73. When would you need it in your marketing plan 1 Brand Awareness How might we increase share of voice and boost positive brand mentions? Crisis Management How might we reduce the negative impact of a communications crisis? Product Launch How might we generate buzz and drive interest for a new product? Lead Generation How might we follow prospects and generate high quality leads? 2 4 3 Product Launch How might we generate buzz and drive interest for a new product? Lead Generation How might we follow   prospects and generate high quality leads? Brand Awareness How might we increase share of voice and boost positive brand mentions Crisis Management How might we reduce the negative impact of a communications crisis? WHEN WOULD YOU NEED IT  IN YOUR MARKETING PLAN? STEP 2 Carole Lamarque+32 47 833 7000@caroberry

74. STEP 3 Carole Lamarque+32 47 833 7000@caroberry SCRAPPING THE CONVERSATION UNTAPPED SEGMENTS INFLUENCER SELECTION +

75. MY ONLINE AUDIENCE IS THE SIZE OF TEXAS MY OPINION IS WORTH MORE THAN GOLD IN MY SPACE MY NAME IS MY EQUITY I FORM AND COMMUNICATE CREDIBLE INSIGHTS MY BELIEF MAKES ME MOVE MOUNTAINS I WROTE A TEXTBOOK ON MY SUBJECT I’M AN RESPECTED AUTHORITY WITH AN AGENDA I STIR THE POT AND CREATE HEALTHY DEBATE MY ONLINE AUDIENCE IS THE SIZE OF TEXAS I HAVE QUICK SOLUTIONS TO EVERYDAY ISSUES I LIKE TO CONNECT DOTS AND CREATE LINKS 1. CELEBRITY 6. ACTIVIST 7. EXPERT 8. INSIDER 9. AGIATOR 10. JOURNALIST 11.HOUSEHOLD HACKERS 2. AUTHORITY 3. CONNECTOR 5. ANALYST4. PERSONAL SEGMENTATIONSTEP 4 Carole Lamarque+32 47 833 7000@caroberry

76. REACH AUDIENCE SIZE RESONANCE ENGAGEMENT POWER RELEVANCE CONTEXTUAL FIT INFLUENCER IMPACTSTEP 5 Carole Lamarque+32 47 833 7000@caroberry

77. A B C D STAR INFLUENCERS ACTIVISTSNEGATIVES INFLUENCERS IMPACT   (reach,   resonance,   relevance) SENTIMENT negativesneutralspositives 0 1 2 3 4 5 6 7 8 9 10 INFLUENCER MATRIXSTEP 6 Carole Lamarque+32 47 833 7000@caroberry

78. YOUMEN PASSPORT STEP 7 Carole Lamarque+32 47 833 7000@caroberry

79. WHICH CONTENT DO YOU NEED? BUYAWARENESS virals poll A B contests branded stories games testimonials community forums reviews infographics articles press releases how to trend report white paper case studies ratings eventsenews demo videos checklist product features calculationswebinars EN TERTA IN CO N VIN CE ED U CATE IN SPIRE STEP 8 Carole Lamarque+32 47 833 7000@caroberry

80. INFLUENCER MESSAGE FRAMEWORK STEP 9 INSIGHT INSIGHT INSIGHTINSIGH PROOF PROOF PROOFPROOF TO  BRAND OR NOT TO BRAND TIMING  PRIORITY COMPANY INSIGHTS REASON TO BELIEVE LOGO SIGNATURE Carole Lamarque+32 47 833 7000@caroberry

81. STEP 10 DISTRIBUTION MESSAGES MESSAGES MESSAGES MESSAGES MESSAGES MESSAGES DIFFERENT   INFLUENCERS SEGMENTATION Carole Lamarque+32 47 833 7000@caroberry

82. ASK A WORKSHOP +32 478 33 7000 carole.Lamarque@youmen.be we sharpen We implement new trends relevant for your growth. we share We help your teams get stronger by transferring knowledge and knowhow we commit We are committed to your results, that's why we think and strive like business owners. customer obsessed marketing agency