The Social Media Storyteller - Why it is Critical to Tell a Compelling Story Online and How to Do it

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Learn how to tell the best stories about you and your company online. Engage clients
and prospects quicker. Get them to say, “Wow! I need that” with compelling business
stories and messages shared as you market, sell, and build relationships online. This
session is packed with immediately applicable ideas and tips. We cover the most
important applications today: blogs, email, LinkedIn, Slideshare, Facebook, and Twitter.

Published in: Business
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The Social Media Storyteller - Why it is Critical to Tell a Compelling Story Online and How to Do it

  1. 1. The Social Media Storyteller Why it is Critical to Tell a Compelling Story Online and How to Do it The Marketing Executives Networking Group March 18, 2010 Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  2. 2. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  3. 3. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  4. 4. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  5. 5. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  6. 6. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  7. 7. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  8. 8. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  9. 9. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  10. 10. <ul><li>Business Stories are anything and everything… </li></ul><ul><li>Written </li></ul><ul><li>Spoken </li></ul><ul><li>Heard </li></ul><ul><li>Viewed </li></ul><ul><li>Seen </li></ul>Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  11. 11. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  12. 12. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  13. 13. Identify New “Want’s” and “Where’s” <ul><li>Traditional ideal client profile information plus… </li></ul><ul><li>Communities / Niches </li></ul><ul><li>Preferred sites / applications </li></ul><ul><li>Information (e.g., broad, deep, mixed, headlines) </li></ul><ul><li>Frequency (e.g., immediate, daily, weekly) </li></ul><ul><li>Type / Method (e.g., text, blog, article, newsletter, tweet) </li></ul><ul><li>Language(s) / culture / taboos </li></ul><ul><li>And more… </li></ul>Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  14. 14. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  15. 15. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  16. 16. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  17. 17. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  18. 19. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  19. 20. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  20. 21. Synch to “Want’s” & “Where’s” <ul><li>Topics </li></ul><ul><li>… narrow vs broad vs mixed </li></ul><ul><li>Content </li></ul><ul><li>… differentiated, deliberate, and valuable </li></ul><ul><li>Being there </li></ul><ul><li>… long-term educational content provider </li></ul><ul><li>Frequency </li></ul><ul><li>… how often </li></ul><ul><li>Delivery </li></ul><ul><li>… text, email, newsletter, blog, etc. </li></ul>Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  21. 22. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  22. 23. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  23. 24. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  24. 25. Write to the 10 th Grade Level <ul><li>Plutoids are celestial bodies in orbit around the sun at a distance greater than that of Neptune that have sufficient mass for their self-gravity to overcome rigid body forces so that they assume a hydrostatic equilibrium (near-spherical) shape, and that have not cleared the neighborhood around their orbit. </li></ul>— International Astronomical Union Definition of a Plutoid, 6/2008 Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  25. 26. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  26. 27. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  27. 28. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  28. 29. Develop an Editorial Calendar <ul><li>Slice and dice your products and services </li></ul><ul><li>Repurpose content </li></ul><ul><li>from White papers, manuals, articles, press releases, blogs, clients (requests, complaints, testimonials), tweets, advertising, commercials, videos, interviews, ideas, and more… </li></ul><ul><li>Plan out a calendar of evergreen content </li></ul><ul><li>Sprinkle/dump relevant content daily, topic-wise, and based on trends </li></ul><ul><li>Follow SEO / be key word friendly </li></ul>Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  29. 30. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  30. 31. The Five Senses Scan… <ul><li>Examine everything that contacts your target audience’s five senses, directly and indirectly </li></ul><ul><li>Analyze frequency, tone, trends, spikes, dips, etc. </li></ul><ul><li>Leverage listening and analysis tools </li></ul><ul><ul><li>Google alerts </li></ul></ul><ul><ul><li>Twitter (monitter.com, www.tweetdeck.com) </li></ul></ul><ul><ul><li>www.alterian-social-media.com </li></ul></ul><ul><ul><li>www.radian6.com </li></ul></ul><ul><ul><li>Press clipping services </li></ul></ul><ul><ul><li>Customer and prospective customer feedback </li></ul></ul><ul><ul><li>News aggregators </li></ul></ul><ul><ul><li>And more… </li></ul></ul>Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  31. 32. Evaluate Your Messaging <ul><li>Criteria Description </li></ul><ul><li>Synched One key message (elevator speech) </li></ul><ul><li>Targeted Messages and stories laser-focused on your ICP </li></ul><ul><li>Clear C2As Call-to-actions are clear and plentiful </li></ul><ul><li>Integrated Everything! </li></ul><ul><li>Metrics Well-defined, measurable success criteria </li></ul>Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  32. 33. Mini Case Studies Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  33. 34. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  34. 35. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  35. 36. 216,502 fans Mar 2010 Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  36. 37. 2,761 followers Mar 2010 Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  37. 38. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  38. 39. Camex 2009 21/60 Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  39. 40. 5 Agencies (4 for multi-cultural) $340MM promotional campaign {$145MM for multi-cultural} 1970 78% 1980 75% 1990 65% 2000 67% 2010 69% (goal)
  40. 41. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  41. 42. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  42. 43. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  43. 44. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  44. 45. Steve Jost Census Communications Director Advance letters increase response rates 6 to 12 % Every 1% increase in returns reduces taxpayer costs by $85 MM Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  45. 46. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  46. 47. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  47. 48. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  48. 49. Sep 14, 2008 Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  49. 50. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  50. 51. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  51. 52. Copyright © 2010, The Chief Storyteller ®, LLC. All rights reserved. www.TheChiefStoryteller.com
  52. 53. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  53. 54. Copyright © 2010, The Chief Storyteller ®, LLC. All rights reserved. www.TheChiefStoryteller.com
  54. 55. Copyright © 2010, The Chief Storyteller ®, LLC. All rights reserved. www.TheChiefStoryteller.com
  55. 56. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  56. 57. 20,020,419 views, March 17, 2010 since July 2009 Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  57. 58. Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com
  58. 60. The Social Media Storyteller Why it is Critical to Tell a Compelling Story Online and How to Do it Ira Koretsky President & CEO The Chief Storyteller ® LLC. +1 (301) 718 – 8368 [email_address] Newsletter: www.thechiefstoryteller.com/cc blog: www.chiefstoryteller.com Twitter: @chiefstorytellr Copyright © 2010, The Chief Storyteller ® , LLC. All rights reserved. www.TheChiefStoryteller.com

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