Learn how to avoid one of the big challenges created by the proliferation of digital marketing and social media – inconsistent execution of the product positioning and messaging strategy. This presentation and interactive discussion will introduce a product positioning, messaging, and social storytelling blueprint to "own the message". Product and marketing teams will learn how to capture, collaborate, and align positioning, messaging, and social positioning stories across multiple social channels. The need to shorten product development cycles to engaging with customers requires excellence in messaging and storytelling. About David P. Butler Founder of iPositioning: A cloud software company dedicated to helping product and marketing teams create and manage positioning, messaging and social storytelling. 28+ years industry veteran in product strategy and management experience: product-centric marketing executive in high technology companies. 28+ years experience in B2B marketing and product strategy; marketing leadership and execution. Companies include: Eucalyptus, HP, Systinet, Spotfire, Netscape, NeXT, Cadre, Data General.

1. © iPositioning
Executing Positioning,
Messaging, and B2B Social
Storytelling
David P. Butler
Founder and CEO
iPositioning Inc.

2. © iPositioning
Good Morning Product Campers
Why Social Storytelling is Important
Social Storytelling Game Plan
Get Executing Social Storytelling

3. © iPositioning
Why Social Storytelling is Important
“STORY
is
the
most
powerful
tool
you
have
in
business.”
Robert
Mckee
STORY
in
Business
September
2014

4. © iPositioning
Customer Controls the Journey
Awareness
EducaGon
EvaluaGon
Purchase
Service
Social
Awareness
Social
Engagement
Digital
Purchase
Social
RelaGonship
Customer-­‐controller
Vendor-­‐controlled
*Research
from
Google
and
Corporate
ExecuGve
Board
Study
1400+
B2B
customers
Gtled
“The
Digital
EvoluGon
in
B2B
MarkeGng”

5. © iPositioning
Marketing Must Win the Outcome
Strategy
PosiGve
Business
Outcome
Story
EmoGon
ConnecGon

6. © iPositioning
Social Storytelling Game Plan
“Your
corporate
posiGoning
serves
as
the
backbone
for
your
content
strategy.”
“The
art
of
sharing
your
company’s
disGnct
value
in
ways
that
resonate
with
buyers,
compelling
them
to
engage,
trust,
and
ulGmately
buy
from
you.”
Ardath
Albee
Digital
Relevance
January
2015

7. © iPositioning
Extreme Consistency
PosiGoning
PosiGve
Business
Outcome
Message
EmoGons
AcGons

8. © iPositioning
Extreme Alignment (Everything)
Target
Audience
-­‐
PosiGoning
AuthenGc
Story
-­‐
Messaging
Digital
DistribuGon
-­‐
Social
People
Content
Execu4on

9. © iPositioning
Extreme Scale (People, Data, Content)
Content
Product
Marke4ng
&
Crea4ve
Experts
EmoGons
Product
Marke4ng,
Social
Media
Experts
&
Marcom
PosiGve
Business
Outcome
Audience
Product
Marke4ng,
Subject
Ma@er
Expert
Digital
Product
Marke4ng,
Social,
Web
&
Content
Experts

10. © iPositioning
Get Executing Social Storytelling
“Content
is
a
revoluGon
in
how
we
think
about
power
and
influence
in
the
business
world.”
Mark
W.
Schaefer
Social
Media
Explained
January
2014

11. © iPositioning
Get Execution Organized
Team: The Right People, Roles, Process
Strategy: Positioning, Messaging Strategy
Profiles: Target Social Rainforest, Persona
Storytelling: Themes, Ideas, Narratives, Media
Platform: Capture, Target, and Deliver

12. © iPositioning
Storytelling: Positioning as Story Components
For [WHO],
Negative [NEED]
Positive [DESIRED IMAGE]
Uniqueness [USP]
Unlike [COMPETITION]
Time [WHEN]
Connection [MESSAGE]

13. © iPositioning
For [WHO] as a Story Component
Narrative [text]
Data: [Company, Company Size,
Culture, Group, Industry, Location,
Name, Role, Social, Social Profile
Address, Title]
Context: [related digital media]

14. © iPositioning
Negative [NEED] as a Story Component
Narrative: [text]
Data: [Budget, Culture, People,
Process, Social, Technology]
Context: [related digital media]

15. © iPositioning
Positive [DESIRED IMAGE] as a Story Component
Narrative [text]
Data: [Culture, Feature, Service,
Solution]
Context: [related digital media]

16. © iPositioning
Uniqueness [USP] as a Story Component
Narrative: [text]
Data: [Better, Cheaper, Culture,
Faster, Social]
Context: [related digital media]

17. © iPositioning
Unlike [COMPETITION] as a Story Component
Narrative: [text]
Data: [Competitive: Company,
Culture, Image, Product, Unique
Value]
Context: [related digital media]

18. © iPositioning
Time [WHEN] as a Story Component
Narrative: [text]
Data: [Date, Place, Time]
Context: [related digital media]

19. © iPositioning
Connection [MESSAGES] as a Story Component
Narrative: [text]
Data: [Analyst, Customer, Media,
Sales, User]
Context: [related digital media]
Narrative: [text]
Data: [Analyst, Customer, Media,
Sales, User]
Context: [related digital media]

20. © iPositioning
What’s Your Authority vs. Competition
For [WHO],
Negative Pain [NEED]
Positive Solution [DESIRED IMAGE]
Your Uniqueness [USP]
Unlike [COMPETITION]
Time [WHEN]
Connection [MESSAGE]
STORY
For [WHO],
Negative Pain [NEED]
Positive Solution [DESIRED IMAGE]
Your Uniqueness [USP]
Unlike [COMPETITION]
Time [WHEN]
Connection [MESSAGE]
AcGons

21. © iPositioning
21
Distributing the Story
Week
2:
Tweet
Week
2:
Post
Week
2:
Video
Hot
Coffee
Sprints
Story
Middle
DESIRED
IMAGE
MESSAGE
Week
3:
Tweet
Week
3:
Post
Week
3:
Video
Hot
Coffee
Sprints
Story
End
USP
ALTERNATIVE
MESSAGE
Week
1:
Tweet
Week
1:
Post
Week
1:
Video
Hot
Coffee
Sprints
Story
Beginning
FOR
WHO
NEED
MESSAGE

22. © iPositioning
Get Executing
Team: The Right People, Roles, Process
Strategy: Positioning, Messaging Strategy
Profiles: Target Social Rainforest, Persona
Application: Themes, Ideas, Stories
Execute: Capture, Develop, Orchestrate

23. © iPositioning
Capturing and Spreading Strategy and Message
Develop
• Compelling
message
foundaGon
and
content
in
the
context
of
your
• CompeGGon
• Audience
• Product
Capture
• Capture
ideas
based
on
social
conversaGons
and
intelligence
• Understand
how
and
where
your
message
is
performing
the
best
Deliver
• Quickly
and
easily
test
your
message
and
content
• Be
part
of
all
your
most
acGve
customers’
conversaGons
• OpGmize
and
perfect
the
message
and
content

24. © iPositioning
“Your Story is Your Strategy.”
David
P.
Butler
Founder
and
CEO
iPosiGoning

25. © iPositioning
Q & A
David
P.
Butler
Founder
and
CEO,
iPosiGoning
@david_p_butler
david.butler@iposiGoning.com

26. © iPositioning
Thank You