Sxsw social storytelling presentation


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Most of today’s content strategies involve publishing hundred of bits of content per month across social networks, without any cohesive story or narrative behind the content. These random pieces of information tell a story to your fans and customers, whether intended or not.

Are you telling the right brand story?

This hands-on session will help you:

· Identify the genre or type of story that you want to tell

· Develop a monthly story arc in your content calendar

· Create compelling, interesting characters your customers will want to engage

· Invite your customers to be in your story
· Frame your story within the Facebook Timeline layout

Published in: Business
1 Comment
  • Extremely interesting presentation. What I found especially great if the suggestion to embed users' personal stories or comment in a pre-designed story. Reminds me of the relationship writers as Dickens has with their audience when writing feuilleton. A balance between structured stories and feedback if for sure required. We have been lacking relevant content for too long.
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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)
  • Sxsw social storytelling presentation

    1. 1. StorytellingThe next wave of social media marketing Presented by @MarkWilliams & @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, @JazzC rowd• Bio & other profiles (G+): #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, S print, 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. Workshop Agenda• Introduction (15 min.)• What is Social Storytelling and Who Is Doing It? (30 min.)• Break (10 min.)• Developing A Storytelling Framework/worksheets (35 min.)• Freightliner video (5 min.)• Break (10 min.)• Audience Participation – Lightening Round! (35min.)• Social Samba (5 min.)• Wrap up (5 min.) #storytell #sxsw
    6. 6. Workshop Agreements1. Be Kind FrieNDA1. The Timekeeper Rules1. You Know When The Break Is FIVE2. Have Fun and Participate3. The Timekeeper Rules #storytell #sxsw
    7. 7. Why Are You Here? #storytell #sxsw
    8. 8. Social ―Engagement‖ Has Come To T #storytell #sxsw
    9. 9. And this? #storytell #sxsw
    10. 10. And still more like this? #storytell #sxsw
    11. 11. Until We End Up With This. #storytell #sxsw
    12. 12. Storytelling has always been at the core of smart marketing―Its not called theWheel. Its called aCarousel. It lets ustravel the way achild travels.Around andaround, and backhome again... to aplace where weknow we areloved.‖ - Don Draper #storytell #sxsw
    13. 13. And Still Is Today #storytell #sxsw
    14. 14. 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
    15. 15. Share What We See Offer A PathInspire Your Next Step #storytell #sxsw
    16. 16. What Is SocialStoryTelling?(and who is doing it well?) #storytell #sxsw
    17. 17. Case Study: Old Spicewith special guest Dean McBeth Formerly senior digital strategist at Wieden+KennedyNow SVP of digital strategy and content at Ketchum Digital #storytell #sxsw
    18. 18. Old Spice guy started in a ―superbowl‖ commercial (actually just on the Web) #storytell #sxsw
    19. 19. Old Spice on Twitter #storytell #sxsw
    20. 20. Old Spice on Youtube #storytell #sxsw
    21. 21. Old Spice on Facebook #storytell #sxsw
    22. 22. Old Spice Website #storytell #sxsw
    23. 23. Top 10 Tips for Social Storytelling1. Customer comments/actions will guide good story ideas • What are customers are doing/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 ADHD. • 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 that. • Respond in the moment to create surprise and delight. #sxsw #storytell
    24. 24. 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. • Need team members who really know your platforms— technical and community expertise.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
    25. 25. 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 to do 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 tools and apps.9. Track your biggest fans—pay it forward & give back • They’ll help seed your content & 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/storytellers for project work. #storytell #sxsw
    26. 26. Fans got the ball rolling #storytell #sxsw
    27. 27. 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.”
    28. 28. #storytell #sxsw
    29. 29. Brand-enabledUCG forMad Men #storytell #sxsw
    30. 30. Brand-enabled UCG(In response to user-initiated events) #storytell #sxsw
    31. 31. Mad Men partnered with Banana Republic Fashion as transmedia #storytell #sxsw
    32. 32. Break(10 min) #storytell #sxsw
    33. 33. StoryTelling BuildingBlocksWhat do you need to tell astory? #storytell #sxsw
    34. 34. Elements of a Story (check out pages 4-8 in the handout) Resolution & Denouement Time Limits | Rising Action Initiating Action | O b s t a c l e sCharacters | POV | Objectives #storytell #sxsw
    35. 35. 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
    36. 36. 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
    37. 37. Why Do People Participate In Social Netw • To Express Themselves • To Connect With or Make Friend • To Gain Attention • To Gain Status #storytell #sxsw
    38. 38. A Short Brand Story… #storytell #sxsw
    39. 39. 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 Character –3. What Challenge To Overcome?4. Is There A Story Arc with an Ending?5. Is It A Social Story? #storytell #sxsw
    40. 40. Worksheets (30 minutes) #storytell #sxsw
    41. 41. Platform strengths & usage opps (online)1. Facebook A. Big audience potential B. Multi-media—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 find/track info C. Trends—organic and paid D. Brevity #storytell #sxsw E. Becoming multimedia (nascent with video, aka Vine)
    42. 42. Platform strengths & usage opps (online)3. Pinterest A. Visual B. Heavily skewed female (fashion, beauty, weddings, gifts) C. Aspirations, interests and hobbies D. Topic-based E. Self-branded identities4. Location-based apps (FourSquare, etc.) A. Geo-targeted campaigns/activities B. Distribution to other social channels C. Mapping D. Augmented reality (with third-party add ons) E. Tips and reviews #storytell #sxsw
    43. 43. Platform strengths & usage opps (online)5. Instagram A. Creative and playful B. Highly mobile C. Time and place (easy to track)6. LinkedIn A. B2B focus B. Other ideas?7. YouTube (and other video sites)8. Blogs (on domain)9. Owned communities10. Branded mobile apps #storytell #sxsw
    44. 44. Case Study: Freightlinerwith special guest Tom Bennett Formerly sr. strategist at The New Group Now strategy consultant with XPLANE #storytell #sxsw
    45. 45. Case Studies #storytell #sxsw
    46. 46. Case Studies #storytell #sxsw #storytell #sxsw
    47. 47. Case Studies #storytell #sxsw
    48. 48. Case Studies #storytell #sxsw #storytell #sxsw
    49. 49. Break(10 min) #storytell #sxsw
    50. 50. Lightening Round/Breakout! (35 min) #storytell #sxsw
    51. 51. MINI USA: Identity Converges • ―Not normal‖ • Brand built around shared customer stories • Wedding photos • Car as profile • FB timeline app #storytell #sxsw
    52. 52. Case Study: Nortonwith special guest Aaron Williams CEO and founder of SocialSamba #storytell #sxsw
    53. 53. Social Storytellingwe turn characters into social ―friends‖ that fans love to engage
    54. 54. Norton’sCybergeddonSaga:
    55. 55. Deep Engagement:• 9.98 min / visit• 2.82 visits / unique• 32% referral traffic• 7,171,626 in-story comments 2012 Emmy NomineeProductive Customers Interactive Television Programming SocialSamba Inc. The Leader in Social Storytelling Aaron Williams Co-Founder, CEO p: 408-337-2622 e:
    56. 56. 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