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Brand Publishing For The News Feed

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Stories are the concurrency of the network. We share them - from person to person - transmitting information, experiences, behaviors, and beliefs. We've been exchanging stories since the beginning of time and brands have often tried to co-op this tradition as a means to communicate heritage, association, and products. With content creation at a fever pitch in this ubiquitously connected world, publishing for the "social" news feed is an ever-present ambition for contemporary marketers. This is a high level look at how one might approach this coveted competency.

Published in: Marketing, Social Media
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Brand Publishing For The News Feed

  1. @Marctothec@Marctothec PUBLISHING STORIES FOR THE NEWS FEED
  2. @Marctothec
  3. @Marctothec I’M MARCUS.
  4. @Marctothec
  5. @Marctothec
  6. @Marctothec
  7. @Marctothec
  8. @Marctothec PEOPLE
  9. @Marctothec
  10. @Marctothec TODAY’S OBJECTIVE: EXPLORE PUBLISHING OPPORTUNITIES FOR BRAND STORYTELLERS LEARNING OUTCOMES: DEVELOP CONTENT MEANT TO LIVE THROUGH THE NEWS FEED
  11. @Marctothec TODAY’S AGENDA: 1. STORIES - THE POWER OF STORYTELLING 2. PUBLISHING - BRAND STORYTELLING FOR THE ‘NEWS FEED’ 3. ENGAGEMENT - LEVERAGING THE RIPPLE EFFECT OF SOCIAL 4. OPTIMIZATION - BUILD TO SHARE
  12. @Marctothec STORIES THE POWER OF STORYTELLING
  13. @Marctothec PEOPLE LOVE STORIES.
  14. @Marctothec
  15. @Marctothec
  16. @Marctothec
  17. @Marctothec
  18. @Marctothec STORIES THAT SHOCK US STORIES THAT INSPIRE US STORIES THAT TOUCH US STORIES THAT MAKE US LAUGH STORIES THAT MAKE US CRY STORIES THAT MAKE US ANGRY
  19. @Marctothec20 [Stories] are important cognitive events, for they encapsulate, into one compact package, information, knowledge, context, and emotion” - Daniel Pink, “A Whole New Mind” “ “
  20. @Marctothec WE THINK IN NARRATIVES ALL DAY LONG, NO MATTER IF IT IS ABOUT BUYING GROCERIES. WE MAKE UP (SHORT) STORIES IN OUR HEADS FOR EVERY ACTION AND CONVERSATION.
  21. @Marctothec
  22. @Marctothec AND SHARE STORIES FOR GENERATIONS AND GENERATIONS
  23. @Marctothec FOLKLORE URBAN LEGENDS GOSSIP
  24. @Marctothec FOLKLORE URBAN LEGENDS GOSSIP
  25. @Marctothec KNOWLEDGE THAT IS DISSEMINATED LARGELY THROUGH ORAL COMMUNICATION AND IS CENTRAL TO THE IDENTITY, BELIEFS, AND TRADITIONS TO A GROUP OF PEOPLE
  26. @Marctothec HOW TO DEAL WITH DIFFICULT SITUATIONS [FOLKLORE]
  27. @Marctothec
  28. @Marctothec URBAN LEGENDS GOSSIPFOLKLORE
  29. @Marctothec PLOTS THAT OFTEN REVOLVE AROUND ANXIETIES SURROUNDING MODERN BEHAVIOR (HITCH-HIKING, SEX, DRUGS) OR INVENTIONS (CARS, PHONES, MICROWAVE)
  30. @Marctothec WHAT NOT TO DO [URBAN LEGENDS]
  31. @Marctothec
  32. @Marctothec
  33. @Marctothec
  34. @Marctothec
  35. @Marctothec
  36. @Marctothec
  37. @Marctothec
  38. @Marctothec
  39. @Marctothec
  40. @Marctothec
  41. @Marctothec
  42. @Marctothec
  43. @Marctothec URBAN LEGENDS GOSSIPFOLKLORE
  44. @Marctothec WHO’S DOING WHAT WITH WHOM? IS IT A GOOD THING OR BAD THING? WHO’S IN AND WHO’S OUT? [GOSSIP]
  45. @Marctothec Personal stories and gossip make up 65% of our conversations.” - Jeremy Hsu, Popular Science “ “
  46. @Marctothec TYPICALLY SHARED WITHIN THE SAME NETWORK
  47. @Marctothec FOLKLORE URBAN LEGENDS GOSSIP
  48. @Marctothec WHAT HAVE WE DISCOVERED?
  49. @Marctothec THEY ALL CENTER AROUND PEOPLE
  50. @Marctothec STORYTELLING BECOMES AN ACT OF COMMUNITY, SHARING VALUES, AND KNOWLEDGE.
  51. @Marctothec THEY STRENGTHEN THE NETWORK. CEMENTING SHARED BELIEFS, UNSPOKEN RULES, AND THINGS THAT ARE NOT “OK”
  52. @Marctothec
  53. @Marctothec Train up a child in the way he should go: and when he is old, he will not depart from it. - Proverbs 22:6 “ “
  54. @Marctothec HERE’S THE KICKER…
  55. @Marctothec WE’RE WIRED FOR IT.
  56. @Marctothec EXPERIMENTAL STUDY OF APPARENT BEHAVIOR Fritz Heider & Marianne Simmel, Massachusetts College, 1944 JOURNAL OF PSYCHOLOGY, 57, 243-259
  57. @Marctothec
  58. @Marctothec WHAT DID YOU SEE?
  59. @Marctothec61 All but one came up with elaborate narratives to explain what the movements were about. Instead of registering inanimate shapes, they imagined humans with vivid inner lives. - Heider & Simmel “ “
  60. @Marctothec WE SEE IN STORIES.
  61. @Marctothec OFTEN TIMES, WE SEE OURSELVES IN STORIES.
  62. @Marctothec THE BRAIN HAS AN IMPULSE TO DETECT STORY PATTERNS EVEN WHEN THEY’RE NOT THERE.
  63. @Marctothec WHICH MAKES STORIES A GREAT VEHICLE TO EXPRESS A MESSAGE
  64. @Marctothec TODAY’S AGENDA: 1. STORIES - THE POWER OF STORYTELLING 2. PUBLISHING - BRAND STORYTELLING FOR THE ‘NEWS FEED’ 3. ENGAGEMENT - LEVERAGING THE RIPPLE EFFECT OF SOCIAL 4. OPTIMIZATION - BUILD TO SHARE
  65. @Marctothec PUBLISHING BRAND STORYTELLING FOR THE ‘NEWS FEED’
  66. @Marctothec WHEN IT COMES TO STORIES, NEWSPAPER PUBLISHERS WROTE THE BOOK.
  67. @Marctothec THEIR ENTIRE BUSINESS IS BUILT ON STORIES.
  68. @Marctothec THE WAY WE THINK ABOUT TRADITIONAL PUBLISHING, SO IS THE SAME FOR SOCIAL PUBLISHING
  69. @Marctothec
  70. @Marctothec
  71. @Marctothec
  72. @Marctothec AND IT LANDS IN OUR TIMELINES AND NEWS FEEDS.
  73. @Marctothec CONTRIBUTING TO OUR OWN, PERSONALIZED ‘FRONT PAGE.’
  74. @Marctothec FLAT IMAGE AUDIO GIFS VIDEOS COPY IN MULTIPLE SHAPES AND SIZES FLAT IMAGES, GIF, VIDEOS, AND AUDIO
  75. @Marctothec OFTEN TIMES, DESIGNED TO STOP THE THUMB.
  76. @Marctothec
  77. @Marctothec BRAND’S COMPETITION IS MORE THAN JUST OTHER BRANDS THEY ARE ALSO COMPETING WITH PEOPLE’S FRIENDS, FAMILY, AND PASSIONS
  78. @Marctothec NO DOUBT, PROGRAMMING FOR THE NEWS FEED IS SUPER IMPORTANT.
  79. @Marctothec WE SPEND MOST OF OUR TIME IN THE NEWS FEED.
  80. @Marctothec WE DON’T COME TO YOU, BRANDS COME TO US.
  81. @Marctothec ESPECIALLY FOR PLATFORMS WITH “LESS DYNAMIC” NEWS FEEDS.
  82. @Marctothec WHICH NEWS FEED IS THE MOST DYNAMIC? RANK THEM BASED ON SPEED. A B C D E F
  83. @Marctothec
  84. @Marctothec KEEPING UP CAN BE A CHALLENGE.
  85. @Marctothec TO DO THIS EFFICIENTLY, WE CREATE FRANCHISES.
  86. @Marctothec SCALABLE CONTENT SERIES WITH A REPEATABLE DEVICE AS SEEN IN MAGAZINES FRANCHISE ‘Who wore it best?’ ‘So hot, everyone’s wearing it!’ ‘The Look for less’ PUBLISHER
  87. @Marctothec SCALABLE CONTENT SERIES WITH A REPEATABLE DEVICE AS SEEN IN LATE NIGHT SHOWS FRANCHISE ‘History of Rap’ ‘Epic Lip Sync Battle’ ‘Thank You Notes’ PUBLISHER
  88. @Marctothec SCALABLE CONTENT SERIES WITH A REPEATABLE DEVICE AS SEEN IN CELEBRITY NEWS SHOWS FRANCHISE ‘Guess Me From Behind’ ‘Bitch Stole My Look’ ‘Fashole Of The Week’ PUBLISHER
  89. @Marctothec
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  94. @Marctothec
  95. @Marctothec SCALABLE CONTENT SERIES WITH A REPEATABLE DEVICE AS SEEN IN BRANDS LIKE GREY POUPON
  96. @Marctothec SCALABLE CONTENT SERIES WITH A REPEATABLE DEVICE AS SEEN IN BRANDS LIKE AT&T 5 apps ss
  97. @Marctothec SCALABLE CONTENT SERIES WITH A REPEATABLE DEVICE AS SEEN IN BRANDS LIKE BUD LIGHT
  98. @Marctothec SCALABLE CONTENT SERIES WITH A REPEATABLE DEVICE AS SEEN IN CAPTAIN MORGAN
  99. @Marctothec SCALABLE CONTENT SERIES WITH A REPEATABLE DEVICE AS SEEN IN BRANDS LIKE STATE FARM
  100. @Marctothec FOR BRANDS, FRANCHISES BECOME ESSENTIAL FOR PUBLISHING GOTO DEVICES THAT DELIVER ON THE BRAND’S CONVICTIONS Good stories from good times Neighborly assistance Fun with phones Facebook NotificationsYouWish YouHad Yougetnotificationswhensomeonetext messagesyou,challengesyoutoamobilegame, ortagsyouinaphoto.Butwouldn’titbegreatif youcouldbenotifiedwhenyouhaverealneed forit?Likewhensomeoneisabouttouseabad Tastes of sophistication Go on an adventure
  101. @Marctothec LET’S MAKE SOME FRANCHISES
  102. @Marctothec 1. PAIR UP 2. PICK A BRAND 3. WHAT DO WE WANT TO SAY? 4. HOW WOULD YOUR BRAND SAY IT? 5. CREATE THE DEVICE LET’S MAKE SOME CONTENT FRANCHISES
  103. @Marctothec PROGRAMMED FOR THE NEWS FEED IS KEY.
  104. @Marctothec TODAY’S AGENDA: 1. STORIES - THE POWER OF STORYTELLING 2. PUBLISHING - BRAND STORYTELLING FOR THE ‘NEWS FEED’ 3. ENGAGEMENT - LEVERAGING THE RIPPLE EFFECT OF SOCIAL 4. OPTIMIZATION - BUILD TO SHARE
  105. @Marctothec ENGAGEMENT LEVERAGING THE “RIPPLE EFFECT” OF SOCIAL
  106. @Marctothec
  107. @Marctothec THIS, TOO, COMES IN MULTIPLE SHAPES AND SIZES EACH CONSIDERED A FORM OF VISIBLE ‘ENGAGEMENT’
  108. @Marctothec
  109. @Marctothec STANDING OVATIONS
  110. @Marctothec WAIT IN LINE
  111. @Marctothec TAKE OFF YOUR SHOES
  112. @Marctothec Stanley Milgrams, ‘Social Proof.’
  113. @Marctothec
  114. @Marctothec One Person = 20% At Least Five People = 80%
  115. @Marctothec
  116. @Marctothec INDEED, PEOPLE’S ACTIONS CERTAINLY DO HAVE AN INFLUENCE ON WHAT WE DO.
  117. @Marctothec BUT NOT ALL ACTIONS ARE MADE EQUAL BECAUSE THEY DON’T ALL CREATE STORIES AND, THEREFORE, DON’T FULLY LEVERAGE THE POWER OF SOCIAL
  118. @Marctothec ‘SHARES’ MATTER MOST AS THEY TAP INTO THE RIPPLE EFFECT OF SOCIAL
  119. @Marctothec
  120. @Marctothec THIS RIPPLE EFFECT IS COLLOQUIALLY REFERRED TO AS ‘VIRALITY’ WHICH ESSENTIALLY IS THE SPREAD OF A STORY/IDEA/CONTENT/MESSAGE FROM ONE PERSON TO THE NEXT
  121. @Marctothec BRANDS ADVERTISING TARGET AUDIENCE CHECK US OUT ENGAGE NETWORK SHARE THIS IS WHAT MAKES ‘SOCIAL MARKETING’ SO UNIQUE STORIES ARE PROPAGATED BY CREDENCE WHICH FUELS THE RIPPLE EFFECT
  122. @Marctothec Online banner ads 33% Online video ads 36% Ads on social networks 36% Ads served in search engine results 40% TV program product placements 40% Before Movie Ads 41% Radio Ads 42% Newspaper Ads 46% Billboards & outdoor Ads 47% TV Ads 47% Magazine Ads 47% Branded websites 58% Editorial Content 58% Consumer opinions posted online 70% Recommendations from people I know 92% Display ads on mobile devices 33% Emails I signed up for 50% Brand Sponsorships 47% Source: Neilsen: Consumer Trust in Online, Social and Mobile Advertising Grows - htt;p://ctap.it/peerinfluencer4 CONSIDERING WE RELY ON PEOPLE SO HEAVILY ‘SHARES’ BECOME SUPER COMPILING
  123. @Marctothec PERHAPS EVEN THE MOST POWERFUL ACTION IN SOCIAL BECAUSE IT LEVERAGES THE RIPPLE EFFECT UNLIKE ANY OTHER SOCIAL ACTION
  124. @Marctothec WHAT I SHARE: WHAT I’M SAYING He loves his wife. He’s handsome He teaches He goes to cool events He’s really into his daughter He’s a music- head He works in advertising He has good taste WHAT I SHARE HELPS ME SAY SOMETHING ABOUT MYSELF EACH NOD HELPS TO SHAPE MY IDENTITY
  125. @Marctothec
  126. @Marctothec
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  128. @Marctothec
  129. @Marctothec
  130. @Marctothec
  131. @Marctothec THEY’RE ALL INVITATIONS.
  132. @Marctothec AND THESE INVITATIONS HAVE A MASSIVE IMPACT ON BEHAVIOR AS WELL AS BUSINESS OBJECTIVES
  133. @Marctothec
  134. @Marctothec
  135. @Marctothec CASE AND POINT.
  136. @Marctothec
  137. @Marctothec
  138. @Marctothec TODAY’S AGENDA: 1. STORIES - THE POWER OF STORYTELLING 2. PUBLISHING - BRAND STORYTELLING FOR THE ‘NEWS FEED’ 3. ENGAGEMENT - LEVERAGING THE RIPPLE EFFECT OF SOCIAL 4. OPTIMIZATION - BUILD TO SHARE
  139. @Marctothec OPTIMIZATION BUILDING STORIES AND EXPERIENCES THAT ARE BUILT TO SHARE
  140. @Marctothec HOW MIGHT YOU OPTIMIZE YOUR FRANCHISES? SO THAT THEY ARE BEST DESIGNED FOR THE NEWS FEED
  141. @Marctothec 1. PAIR UP 2. PICK A BRAND 3. WHAT DO WE WANT TO SAY? 4. HOW WOULD YOUR BRAND SAY IT? 5. CREATE THE DEVICE 6. INTEGRATE THE SOCIAL ENGINEERING PILLARS LET’S MAKE SOME CONTENT FRANCHISES
  142. @Marctothec
  143. @Marctothec SOCIAL ENGINEERING PILLARS: 1. GIVE PEOPLE A REASON TO TELL A STORY 2. HELP PEOPLE STRENGTHEN RELATIONSHIPS WITH PEOPLE THEY KNOW 3. CREATE OPPORTUNITY FOR PEOPLE TO CONNECT WITH NEW PEOPLE
  144. @Marctothec 1. GIVE PEOPLE A REASON TO TELL A STORY MAKE THE CONTENT BUILT TO SHARE
  145. @Marctothec GOOD STORIES BEGET GOOD STORIES
  146. @Marctothec 2. HELP PEOPLE STRENGTHEN CURRENT RELATIONSHIPS BY CREATING EXPERIENCES THAT BRING THEM CLOSER TO THEIR PEOPLE
  147. @Marctothec 3. CREATE OPPORTUNITY TO CONNECT WITH NEW PEOPLE THOSE WHO, THOUGH UNBEKNOWNST, SUBSCRIBE TO THE SAME NETWORK
  148. @Marctothec SOCIAL ENGINEERING PILLARS: 1. GIVE PEOPLE A REASON TO TELL A STORY 2. HELP PEOPLE STRENGTHEN RELATIONSHIPS WITH PEOPLE THEY KNOW 3. CREATE OPPORTUNITY FOR PEOPLE TO CONNECT WITH NEW PEOPLE
  149. @Marctothec WHAT’S THE TAKEAWAY HERE?
  150. @Marctothec QUESTIONS?
  151. @Marctothec167 THANK YOU!

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