Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Inigo Montoya Guide to Storytelling in Paid Social By Susan Wenograd

306 views

Published on

From the #SMX Advanced Conference in Seattle, Washington June 11-13, 2018. SESSION: Storytelling With Social Ads That Sell. PRESENTATION: The Inigo Montoya Guide to Storytelling in Paid Social - Given by Susan Wenograd, @susanedub - Five Mill, Inc, Partner & SEM Manager

Published in: Marketing
  • Be the first to comment

The Inigo Montoya Guide to Storytelling in Paid Social By Susan Wenograd

  1. 1. #SMX #23B @SusanEDub How to create fans, and extend your reach The Inigo Montoya Guide to Storytelling in Paid Social
  2. 2. #SMX #23B @SusanEDub What most brands think of storytelling
  3. 3. #SMX #23B @SusanEDub How brands sometimes treat users
  4. 4. #SMX #23B @SusanEDub Ask the user to find out (without asking)
  5. 5. #SMX #23B @SusanEDub Telling the user… Feature-based ads • What it does • How it does it • What it costs • Time it saves • Etc  Quantifies stats related to product  1.2% CTR “I have studied fencing my whole life, so I know what I’m doing. My dad made swords when I was a kid, and he was really well-known for it. He made them custom for very rich men, even for one who actually had six fingers. But when it was time to pay up, he refused to, and my dad challenged him.The guy killed him, put these scars on my face and I’ve spent my whole life searching for him. I’ve studied under some of the greatest fencing masters , so when I meet him, I’m going to introduce myself and avenge my father.”
  6. 6. #SMX #23B @SusanEDub Versus asking the user to find out “ Do you have 6 fingers on your right hand?”
  7. 7. #SMX #23B @SusanEDub What happens when you engage in asking Story-based ad copy Quantifies stats related to belonging/community vs. product 2.2% CTR
  8. 8. #SMX #23B @SusanEDub Share these #SMXInsights on your social channels! #SMXInsights  Invite the user vs. telling them.  Think outside features to numerical justifications that fulfills an emotional angle.
  9. 9. #SMX #23B @SusanEDub Use what’s memorable & don’t fight it
  10. 10. #SMX #23B @SusanEDub Do You Remember His Real Name? …….It was Count Rogen. But we only remember him as the 6-Fingered Man.
  11. 11. #SMX #23B @SusanEDub Use those things that people search for 6-Fingered Man Landing Page • Facebook pixel on here
  12. 12. #SMX #23B @SusanEDub Leverage bottom of the funnel searchers 41% Reduction in cost per MQL
  13. 13. #SMX #23B @SusanEDub Share these #SMXInsights on your social channels! #SMXInsights  Drive the type of traffic you know you want  Create lookalikes for higher-funnel & kick your story-telling into overdrive
  14. 14. #SMX #23B @SusanEDub Use the 6-Fingered Man to tell several stories
  15. 15. #SMX #23B @SusanEDub Storytelling = Engagement = Lower CPM Ran as post engagement: $3.90 CPM vs. $5+ Higher CTR vs. SiteTrafficGoal: 4.57% vs. 1.8%
  16. 16. #SMX #23B @SusanEDub Storytelling = Engagement = Lower CPM Video Funnel Aggregate: 301% ROAS
  17. 17. #SMX #23B @SusanEDub Share these #SMXInsights on your social channels! #SMXInsights  Stories are the heart of online conversation  Tell them and watch engagement soar  Engagement = lower cost  Engagement = eye-catching
  18. 18. #SMX #23B @SusanEDub Our brains are crushed with information daily 455,000 tweets per minute 46,740 posts on Instagram per minute 15.2m texts sent every minute 269b emails sent per day https://blog.microfocus.com/how-much-data-is-created-on-the-internet-each-day/
  19. 19. #SMX #23B @SusanEDub Know your brand and repeat it often
  20. 20. #SMX #23B @SusanEDub And repeat it in multiple places
  21. 21. #SMX #23B @SusanEDub Keep it present in all areas of your digital persona
  22. 22. #SMX #23B @SusanEDub Users will eventually do your telling
  23. 23. #SMX #23B @SusanEDub Share these #SMXInsights on your social channels! #SMXInsights  Know and perfect your brand story  Repeat it often across a variety of media  Leverage your story to create raving fans  Build momentum so the fans tell the story for you
  24. 24. #SMX #23B @SusanEDub
  25. 25. #SMX #23B @SusanEDub LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

×