Telling Stories on Social: What Marketers Can Learn From Journalists and Producers
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Smart Social New York 2017 Keynote Session Speakers: Carrie Sloan, VP, Director of the Global Content Lab at Johnson & Johnson Rob King, SVP, SportsCenter and News at ESPN
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Telling Stories on Social: What Marketers Can Learn From Journalists and Producers
- 4. Meet the Speakers Chief Customer Officer Spredfast @VirginiaMiracle Virginia Miracle Your Host Today: SVP, SportsCenter and News ESPN @ESPN_RobKing Rob King VP, Director of the Global Content Lab Johnson & Johnson @carriesloa Carrie Sloan
- 5. Carrie Sloan Johnson & Johnson
- 6. Telling True Stories on Social What Digital Marketing Can Learn from Journalism
- 7. In many ways, we’re in a post- clickbait world.
- 8. Why? Facts are no longer facts: They’re alternative truths.
- 9. The Science Behind Storytelling Hint: The “cuddle hormone” plays a role.
- 10. “Storytelling prompts the body to produce the neurochemical oxytocin. Oxytocin is the ‘feel- good’ hormone; It also is released when people demonstrate trust or kindness toward one another. In one study, Berkeley scientists discovered that the body produces oxytocin when exposed to character-driven stories.”
- 13. Smart Social New York #smartsocialNYC The 7 Rules for #Truth in Social
- 14. Rule #1: Tell the Bounce Story It’s not enough just to newsjack. How do you add to the conversation?
- 16. Rule #2: Find the 10-year-old Girl
- 17. Rule #3: Try a TOT Dana’s story is what journalists call a “triumph over tragedy,” or TOT, for short.
- 18. Rule #4: Let Them do Good
- 19. Rule #5: Get Real Let’s face it: Parenthood on Facebook was ripe for disruption.
- 21. Rule #6: Maximize a Thumb-Stopping Moment And nothing trumps the Pope.
- 22. In this case, a little sacrilege didn’t hurt: Their newsroom tweeted a smart, simple post and delivered $1.1M in earned media in 24 Hours
- 23. Rule #7: Seize Your Day
- 25. “We are, as a species, addicted to story. Even when the body goes to sleep, the mind stays up all night, telling itself stories.” Johnathan Cottshall, Author, The Storytelling Animal
- 26. Rob King ESPN
- 40. Thank you.
- 41. Q&A Time Rob King ESPN @ESPN_RobKing Carrie Sloan Johnson & Johnson @carriesloa Virginia Miracle Spredfast @VirginiaMiracle
- 42. Next Up… Networking break 11AM - 11:15AM Breakouts 11:15AM – 12:00PM The Risks and Rewards of Celebrity, Influencer, and Exec Social Voices (Forum A) OR Off the Beaten Path: Exploring The Non-Linear Customer Journey (Forum B)