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Will It Spread?
1
A little about me
I’m Elle.
I founded Pinball.
{@ElleShelley | #LunchAndLearn | #WillItSpread}
2
What’s with the name?
Old School: Bowling
New School: Pinball
3
We build
brand stories.
4
Your brand is not
logo, colors, fonts
5
Your brand is
the stories people
tell about it. These stories can be carefully
crafted to change how people
talk, feel, act and think.
6
Why use
stories to
build your
brand? “76% of consumers
believe companies
are untruthful in
their advertising.”
source | Bold Mouth’s “Perceptions, Practices, and Ethics” report
7
The most brilliant brand
stories go viral.
And speaking of viral,
let’s debunk a myth:
Viral Marketing is useless.
8
You CAN
to build your brand.
harness the power of viral
9
Introducing the Viral Algorithm
B1x(PM)x(OM)x (EM)=VIRALMAGIC
10
Introducing the Viral Algorithm
B1x(PM)x(OM)x (EM)=VIRALMAGIC
Paid Media
Owned Media
Earned Media
Viral Coefficient
11
Let’s define Paid, Owned, Earned Media
Paid
OwnedEarned
Media
Facebook Ads, Banner Ads,
Sponsored stories, Sponsored
Tweets, Sponsored Trends,
YouTube Ads
Websites, landing pages,
blogs, Branded Facebook/Twitter,
white papers.
Traditional Media coverage,
guest blogs, testimonials,
Re-tweets, shares, comments.
12
You can control Paid,
Earned + Owned!
Good news!
13
You can’t control the x, which
is called the Viral Coefficient.
Bad news:
14
What the F?#K
is a Viral Coefficient?
(Let’s do a little experiment)
Viral coefficients appear as coefficients in the viral expansion of
the pressure of a many-particle system in powers of the density,
providing systematic corrections to the ideal gas law. They are
characteristic of the interaction potential between the particles and
in general depend on the temperature.
15
You're not just telling a story for the sake of telling a story
—you're using it to achieve your brand’s objectives.
Viral Principle #1 |
Know Your Objectives
16
Example: BlendTech – Will it Blend?
Tactic to Try #1 | Increase Market Share
Every brand has Social Currency –
something interesting that people will talk
about, both online and offline. The job of a
Brand Storyteller is to identify Social
Currency and use it to help move the
business forward.
17
Example: Corning | A Day of Glass
Tactic to Try #2 | Generate Leads
A brand’s Social Currency doesn’t
have to be whatever good or service is
available today. In fact, some of the best
Brand Stories provide a peek into the
future, creating demand for products
before they’re available.
18
Example: Dollar Shave Club
Tactic to Try #3 | Objection Handling
Overcome resistance by crafting brand
stories to handle sales objections. These
can be fun, tongue-in-cheek ways to get
new customers.
19
Viral Principle #2 |
Know you Audience
20
Ever tried to spread cold butter on bread?
21
Build the RIGHT community
Scientific Community Building
Fans
0 1M
Energy
(Time &
Money)
22
Example: Oreo: Dunk in the Dark
Tactic to Try #4 | Capitalize on Real-world Events
Timing is everything. Keep your eyes
and ears open for organic opportunities
to hijack trending topics and news stories.
23
Every brand
has a story –
what’s yours?
Viral Principle #3 |
Know your story
24
How You Craft Your Story
Tell your story through
the words of others.
Highlight the conflict
and struggle. Stories are about mistakes
and struggle, because that's
how we learn.
25
Example: Domino’s | Pizza Sucks
Tactic to Try #5 | Good Guys + Bad Guys
Every story has to have some kind
of bad guy, or there's no story.
26
Example: Holstee | Manifesto
Tactic to try #6 | Motivate and Inspire
Engage the senses – visuals and music.
People remember stories better than facts,
and they remember stories that engage the
senses more than ones that don't.
27
Example: Kmart | Ship my pants
Tactic to Try #7 | Introduce New Products + Services
Stories get people involved at a deeper
level because they engage the senses and
emotions and activate the brain. We learn
more and remember better.
28
Strong Brands Produce
Higher Returns
The ROI of Brand
Storytelling
29
Strong Brands are
Valuable Aassets
30
Strong Brands
have inherent valuehave inherent value
31
And because every brand
deserves a happy ending!
–AGATHA CHRISTIE,
British Novelist & Playwright
“With method and logic one
can accomplish anything.”
31
THANK YOU!

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How to: Viral Marketing + Brand Storytelling

  • 2. 1 A little about me I’m Elle. I founded Pinball. {@ElleShelley | #LunchAndLearn | #WillItSpread}
  • 3. 2 What’s with the name? Old School: Bowling New School: Pinball
  • 5. 4 Your brand is not logo, colors, fonts
  • 6. 5 Your brand is the stories people tell about it. These stories can be carefully crafted to change how people talk, feel, act and think.
  • 7. 6 Why use stories to build your brand? “76% of consumers believe companies are untruthful in their advertising.” source | Bold Mouth’s “Perceptions, Practices, and Ethics” report
  • 8. 7 The most brilliant brand stories go viral. And speaking of viral, let’s debunk a myth: Viral Marketing is useless.
  • 9. 8 You CAN to build your brand. harness the power of viral
  • 10. 9 Introducing the Viral Algorithm B1x(PM)x(OM)x (EM)=VIRALMAGIC
  • 11. 10 Introducing the Viral Algorithm B1x(PM)x(OM)x (EM)=VIRALMAGIC Paid Media Owned Media Earned Media Viral Coefficient
  • 12. 11 Let’s define Paid, Owned, Earned Media Paid OwnedEarned Media Facebook Ads, Banner Ads, Sponsored stories, Sponsored Tweets, Sponsored Trends, YouTube Ads Websites, landing pages, blogs, Branded Facebook/Twitter, white papers. Traditional Media coverage, guest blogs, testimonials, Re-tweets, shares, comments.
  • 13. 12 You can control Paid, Earned + Owned! Good news!
  • 14. 13 You can’t control the x, which is called the Viral Coefficient. Bad news:
  • 15. 14 What the F?#K is a Viral Coefficient? (Let’s do a little experiment) Viral coefficients appear as coefficients in the viral expansion of the pressure of a many-particle system in powers of the density, providing systematic corrections to the ideal gas law. They are characteristic of the interaction potential between the particles and in general depend on the temperature.
  • 16. 15 You're not just telling a story for the sake of telling a story —you're using it to achieve your brand’s objectives. Viral Principle #1 | Know Your Objectives
  • 17. 16 Example: BlendTech – Will it Blend? Tactic to Try #1 | Increase Market Share Every brand has Social Currency – something interesting that people will talk about, both online and offline. The job of a Brand Storyteller is to identify Social Currency and use it to help move the business forward.
  • 18. 17 Example: Corning | A Day of Glass Tactic to Try #2 | Generate Leads A brand’s Social Currency doesn’t have to be whatever good or service is available today. In fact, some of the best Brand Stories provide a peek into the future, creating demand for products before they’re available.
  • 19. 18 Example: Dollar Shave Club Tactic to Try #3 | Objection Handling Overcome resistance by crafting brand stories to handle sales objections. These can be fun, tongue-in-cheek ways to get new customers.
  • 20. 19 Viral Principle #2 | Know you Audience
  • 21. 20 Ever tried to spread cold butter on bread?
  • 22. 21 Build the RIGHT community Scientific Community Building Fans 0 1M Energy (Time & Money)
  • 23. 22 Example: Oreo: Dunk in the Dark Tactic to Try #4 | Capitalize on Real-world Events Timing is everything. Keep your eyes and ears open for organic opportunities to hijack trending topics and news stories.
  • 24. 23 Every brand has a story – what’s yours? Viral Principle #3 | Know your story
  • 25. 24 How You Craft Your Story Tell your story through the words of others. Highlight the conflict and struggle. Stories are about mistakes and struggle, because that's how we learn.
  • 26. 25 Example: Domino’s | Pizza Sucks Tactic to Try #5 | Good Guys + Bad Guys Every story has to have some kind of bad guy, or there's no story.
  • 27. 26 Example: Holstee | Manifesto Tactic to try #6 | Motivate and Inspire Engage the senses – visuals and music. People remember stories better than facts, and they remember stories that engage the senses more than ones that don't.
  • 28. 27 Example: Kmart | Ship my pants Tactic to Try #7 | Introduce New Products + Services Stories get people involved at a deeper level because they engage the senses and emotions and activate the brain. We learn more and remember better.
  • 29. 28 Strong Brands Produce Higher Returns The ROI of Brand Storytelling
  • 31. 30 Strong Brands have inherent valuehave inherent value
  • 32. 31 And because every brand deserves a happy ending! –AGATHA CHRISTIE, British Novelist & Playwright “With method and logic one can accomplish anything.”