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.
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
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.
25. @Marctothec
KNOWLEDGE THAT IS DISSEMINATED
LARGELY THROUGH ORAL COMMUNICATION
AND IS CENTRAL TO THE IDENTITY, BELIEFS,
AND TRADITIONS TO A GROUP OF PEOPLE
29. @Marctothec
PLOTS THAT OFTEN REVOLVE AROUND
ANXIETIES SURROUNDING MODERN
BEHAVIOR (HITCH-HIKING, SEX, DRUGS) OR
INVENTIONS (CARS, PHONES, MICROWAVE)
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
“
“
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
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
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
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
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
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
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
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
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
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