Story telling workshop_sxsw_2013


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  • Time Allotted – 1 minuteOffer a common definition, and take a look at 4 examples of storytelling in different stages of evolution.Where are you now? Stages of Evolution matrixThe Building Blocks of Telling a Social Marketing StoryOne of our Favorite ExamplesWorkbook review – we will NOT use every Worksheet in Here TodayThe Fun Part – Lightening Crowdsourced Storytelling Brainstorm. 5 minutes MAX per person, as many as we can get in
  • Time Allotted: 1 minuteBe Kind FrieNDA – if you are so inclined, feel free to tweet out GOOD examples, but please do not call out brands by name if we use them as a “could be better” example.The TimeKeeper rules. We won’t intentionally be rude, but we did a run thru of this and discovered that there’s a lot to cover and 2.5 hours really isn’t that long to get thru it all. So we need to keep things moving.Questions are encouraged, but if they get too far off the topic, we will cut the discussion off. You can always grab me for a beer later on and share the rest of your thoughts. I love this kind of stuff and am happy to continue the conversation.If you need a bio-break before the break, take one. The break is scheduled at 90 minutes, or about the length of a movie.Have fun! This is a creative process. This can’t be as hands-on as we would have liked, but you’ll get out of it what you put into it.Say hi to Dawn – she’s the timekeeper. Grab me after the workshop or in email if you’d like.
  • Up to 4 minutes allotted to define Storytelling, and Why/Make a Case for it.
  • Class Goals (3 minutes)1. We want to share what we see. This is not a proof of concept – we’re here to try to convince you with a lot of data and science on WHY this is next evolutionary step. Social marketing will evolve this way whether you believe it will or not. Why is a fascinating question and we’re happy to discuss it with anyone after the workshop, but we have a lot of material to get thru, so we’re going to limit discussion or questions that go down that path.Goal 1: We’re here to share with you our experience, and some case studies of brands who are already going down this path.2. We’re also here to provide the tools to move your brand or clients down this path. You will notice a workbook at every chair. That’s yours to keep and you can fill it out while you’re here, or take it back to work and use it with your team. We know it’s not PC to print things out these days – but we did this for a reason. Consider using this workbook to be a transmedia experience. You are also free to improve upon the worksheets you see there, disregard or change them completely. We’re not saying that this is THE method to get you going down the storytelling – it’s A method. These are open source, so improve on them as you will, and share them when you can.3. A journey of a thousand miles begins with a single step. We hope the workshop gets you thinking creatively and strategically, and helps you take the first 10 steps or so down the storytelling path.
  • Time Allotted: 20 minutes
  • Can’t join the community without a VIN, Profile is in your MINI’s identity, not yoursOwner is an extension of the car – you track your car’s birth, manufacturing, shipping. The car goes on trips and logs miles, not youApple adapters, high performance engine, convertible, twin rear doors – all come out of community suggestionsNYC Artists, stories are around non-car experiences based on the type of people who buy MINI’s. (quirky, eclectic, smart)Even ads are customer centric – more about the person who buys a MINI, not features of the car. (will even highlight their flaws and promote them as a strength)
  • Story telling workshop_sxsw_2013

    1. 1. StorytellingThe next wave of social media marketingPresented by @MarkWilliams and @CarriBugbee #storytell #sxsw
    2. 2. #storytell #sxsw
    3. 3. About @CarriBugbee•  Join @PeggyOlson’s creative team (new saga!) at•  Social TV explorer, social media marketing strategist & speaker; advertising/PR pro•  Social TV columnist/analyst & editorial board member of•  Contributing author: “The Big Book of Social Media Case Studies, Stories, Perspectives”•  @socialTVtrends, @PeggyOlson, @JazzCrowd•  Bio & other profiles (G+):•  Join Carri’s Diigo groups: •  Storytelling for brands: •  Social TV: •  Social media training for marketers: #storytell #sxsw
    4. 4. About @MarkWilliams•  Director of Social Strategy & Content Programming, LiveWorld•  Theater Actor, Director and Producer•  “Forest Gump” of social media•  BA in History, MFA in Theater•  Travel in 6 continents, 50 states• Client history includes: •  Kraft Foods, HBO, MINI, QVC, Sprint, TJX, a major• sports league and… •  #1 retailer in the world •  #1 CPG •  #1 Travel & Financial Services •  #1 and #2 Pharmaceutical #storytell #sxsw
    5. 5. Social “engagement” has come to this? #storytell #sxsw
    6. 6. And this? #storytell #sxsw
    7. 7. And still more like this? #storytell #sxsw
    8. 8. Until we end up with this. #storytell #sxsw
    9. 9. Storytelling has always been at the core of smart marketing“Its not called theWheel. Its called aCarousel. It lets ustravel the way a childtravels. Around andaround, and backhome again... to aplace where we knowwe are loved.” - Don Draper #storytell #sxsw
    10. 10. And still is today #storytell #sxsw
    11. 11. This is the next waveSocial storytelling:•  Includes customer stories as part of the brand story•  Conveys brand attributes in a more memorable context•  Entertains customers and keeps them interested•  Teaches and educates in a fun, non-preachy way•  Inspires customers to spread the word about you•  Builds fans and advocates•  Maybe even goes vir… (the marketing tactic that must not be named!) #storytell #sxsw
    12. 12. What is social storytelling?And who is doing it well? #storytell #sxsw
    13. 13. Case Study: Old Spice with special guest Dean McBeth (video interview; Carri will post online later) Formerly senior digital strategist at Wieden+KennedyCurrently SVP of digital strategy and content at Ketchum Digital #storytell #sxsw
    14. 14. Old Spice guy introduced in a “super bowl”commercial, but was initially just on the Web #storytell #sxsw
    15. 15. Twitter served as primary storytelling platformOld Spice guy interacted with fans & celebrities #storytell #sxsw
    16. 16. Uploaded 187 YouTube videos in three days,directed to fans, celebrities or communities #storytell #sxsw
    17. 17. Old Spice guy posted clever comments on Facebook in character #storytell #sxsw
    18. 18. Old Spice Website connected people to social storytelling #storytell #sxsw
    19. 19. Top 10 tips for social storytelling1.  Customer comments/actions will guide good story ideas •  What are customers doing and saying now? Expand on that. •  Even negative comments can inspire ideas.2.  Social stories are often non-linear •  You may have to work hard to maintain a consistent thread and story arc; people in social spaces are ADD. •  People will pop in and out; look for ways to pull them back in.3.  Stories should be both structured and improvisational •  Create a plan, but know some of it will change. •  Pay attention to what people like and do more of it. •  Respond in the moment to create surprise and delight. •  Set up parameters for spontaneity (particularly if you have a big team or inexperienced team members). #storytell #sxsw
    20. 20. Top 10 tips for social storytelling4.  Use each social media platform to its best advantage •  Create stand-alone platform experiences that are enhanced by cross-platform participation. •  You need team members who really know the platforms you’re using—technical expertise and community connections.5.  Give people something to do—and reward them •  Build in incremental payoffs along the way. •  People want to know how hard they’re going to work and what they’ll get for their time.6.  Highly visual •  Tell your story in pictures as well as words. •  You can even tell a story with just pictures or video. #storytell #sxsw
    21. 21. Top 10 tips for social storytelling7.  Focus on share-ability •  Create moments that’ll make people want to spread your content. •  Incorporate the right tools/apps for this (obvious and easy to use).8.  Use data to personalize the experience •  Track what people like and what they say. •  Gather social data via authentication and social sharing tools.9.  Track your biggest fans—pay it forward & give back •  They’ll help seed your content and be your champions. •  They might also be your test group.10.  No storytelling talent on your team? Get outside help—and develop internal team (may take awhile) •  Hire experienced writers and storytellers for project work. •  Enlist help of visual storytellers: filmmakers, photographers, graphic designers, etc. #storytell #sxsw
    22. 22. Fans started social storytelling byimpersonating characters on Twitter #storytell #sxsw
    23. 23. Other fans thought it was a “real” campaign “…now it looks like the shows marketing team has stepped up the game again by really jumping into the social media space.”
    24. 24. capitalized on Twittercharacters by helping anyone to become a character #storytell #sxsw
    25. 25. Brand-enabledUCG (ondomain)encouraged &rewarded whatpeople werealready doingvia Mad Mencostumeparties,YouTubevideos, photos,etc. #storytell #sxsw
    26. 26. Brand helps people live the Mad Men lifestyle (In response to user-initiated events) #storytell #sxsw
    27. 27. Mad Men partners with Banana RepublicFashion as transmedia—fans become the brand #storytell #sxsw
    28. 28. The next step? Join @PeggyOlson’s creative team! Sign up here: #storytell #sxsw
    29. 29. Storytelling building blocksWhat do you need to tell a story? #storytell #sxsw
    30. 30. Elements of a story (check out pages 4-8 in the handout) Resolution & Denouement Time Limits | Rising Action Initiating Action | ObstaclesCharacters | POV | Objectives #storytell #sxsw
    31. 31. Three ridiculously easy ways to improve your brand story now•  Change your perspective: it’s about customers, not you.•  Weave a theme into your messages to create an arc.•  Incorporate fan responses to advance the story. #storytell #sxsw
    32. 32. Five elements to telling any story1.  A character we identify with2. Context for the story •  Place – literal, channel/medium (text, images, video) •  Time •  Relationship with another character3. A challenge to overcome4. A story arc with an ending #storytell #sxsw
    33. 33. Why do people participate in social networks? •  To express themselves •  To connect with or make friends •  To gain attention •  To gain status #storytell #sxsw
    34. 34. Let’s break it down1.  Who is the character we identify with?2. What is the context for the story? •  Place •  Time •  Relationship with another character3. What challenge to overcome?4. Is there a story arc with an ending?5. Is it a social story? #storytell #sxsw
    35. 35. Social platform strengths and opportunities1.  Facebook A.  Big audience potential B.  Multimedia—video, photos, interactive apps C.  Offline component—events, check-ins, deals D.  Threaded conversations E.  Robust advertising platform F.  Real people with mostly symmetrical relationships2.  Twitter A.  Discovery—people can find like-minded people and topics of interest B.  Tagged conversations—hashtags make it easy to track & find like minds C.  Trends—organic and paid D.  Brevity E.  Becoming more multimedia (nascent with video, aka Vine) #storytell #sxsw
    36. 36. Social platform strengths and opportunities3.  Pinterest A.  Visual B.  Heavily skewed female (fashion, beauty, weddings, gifts) C.  Focused on aspirations, interests and hobbies D.  Topic-based E.  Self-branded identities4.  Location-based apps (FourSquare, etc.) A.  Geo-targeted campaigns/activities B.  Easy sharing/distribution to other social channels C.  Mapping D.  Augmented reality (with third-party add-ons) E.  Tips and reviews #storytell #sxsw
    37. 37. Social platform strengths and opportunities5.  Instagram A.  Creative and playful B.  Highly mobile C.  Focused on time and place (and that’s easy to track)6.  LinkedIn A.  B2B focus7.  YouTube (and other video sites) A.  Branded channels B.  Entertainment focused C.  Heavy UCG participation (and built-in affinities for that) D.  Second biggest search engine in the world #storytell #sxsw
    38. 38. Social platform strengths and opportunities5.  Blogs (on domain) A.  You own the experience B.  Longer, more in-depth content C.  Makes stories more findable (SEO) D.  Build strong connections w/ influencers (  Owned communities A.  Create your own storyworld (definition: B.  More immersive experience C.  Craft and own all (or most) aspects of the narrative experience7.  Branded mobile apps and mobile websites A.  People can participate the way they prefer to use the Web B.  Especially important for younger audiences #storytell #sxsw
    39. 39. Case Study: Freightlinerwith special guest Tom Bennett (video interview; Carri will online post later) Formerly sr. strategist at The New Group Currently strategy consultant with XPLANE #storytell #sxsw
    40. 40. Cultivated prominent truck driversas social media correspondents (bloggers) #storytell #sxsw
    41. 41. Fans followed truckers & truck stats Case Studies #storytell #sxsw #storytell #sxsw
    42. 42. Bloggers were on a literal and figurative journey
    43. 43. Bloggers recognized IRL by their trucks Case Studies #storytell #sxsw #storytell #sxsw
    44. 44. MINI USA: identity converges •  “Not normal” •  Brand built around shared customer stories •  Wedding photos •  Car as profile •  FB timeline app #storytell #sxsw
    45. 45. Case Study: Norton Cybergeddonwith special guest Aaron Williams CEO and founder of SocialSamba #storytell #sxsw
    46. 46. Social Storytelling we turn characters into social “friends” that fans love to engage with
    47. 47. Norton’sCybergeddon Saga:
    48. 48. Fans joinfictional FBIagents to helpsolve cyber-crimes.
    49. 49. Story teachespeople aboutimportance ofcyber-security inan entertaining,memorable way.
    50. 50. Story got 40%referral rate (fanstelling other fansabout it).
    51. 51. SocialSamba = Deep Engagement: •  9.98 min / visit•  2.82 visits / unique•  32% referral traffic•  7,171,626 in-story commentsProductive Customers 2012 Emmy Nominee Interactive Television Programming SocialSamba Inc. The Leader in Social Storytelling Aaron Williams Co-Founder, CEO p: 408-337-2622 e:
    52. 52. Three things to remember1.  It’s an EVOLUTION, not a revolution2.  Give people something to do and reward them.3.  Plan to adapt: listen, respond and react. #storytell #sxsw