An introduction for students to the ways companies can enhance their brand stories through social media, and recommendations for the managing of these stories through the medium. Designed as one component to a larger interactive work, this deck represents an expanded version of a 5 minute discussion as part of the Schulich School of Business' 'Social Media for Marketing and Management' (MKTG 6226) course.

1. Storytelling… …and social media management. A brief introduction on how social media can extend, augment, and enhance a company’s story.

2. Once upon a time…

3. Storytelling is integral to human life. Learning Emotional Fulfillment

5. Evocative

6. Origin / demonstrative

7. Emotional connection

8. Values-based worldview

9. Monomyth / fairytale patterns

10. Heroism

11. Can be linear / non-linear

12. Brand achieves connection“The brand story gradually becomes synonymous with how we define ourselves as individuals, and products become the symbols that we use to tell the story of ourselves.” Fog, Budtz, and Yakaboylu. Storytelling: Branding in Practice

13. Storytelling is a process. Adapted from Fog, Budtz, and Yakaboylu. Storytelling: Branding in Practice.

14. Effective Marketing Social Media Author(s) Extends the story Dynamic Present tense New angles Direct conversation Co-creation Loss of control v. participation Social media gives us the capability to extend, augment, and develop existing stories and deliver them on a personalized basis. By doing so, we increase can increase the number and strengths of the connections between consumers and brands in a mutually beneficial exchange.

15. Managing Social Media Storytelling Understand and respect the audience Have a clear vision (convergence) Fusion of logic and emotion Ensure the story reflects who you are Pick something and stick to it! Authenticity is rewarded with a stronger connection Foster and reward co-creation Don’t shut down the story Stories conveyed through social media have the potential to take on lives of their own, and marketers must remain conscious of this fact. Though there are few definitive rules when managing social media stories, there are some lessons that can be taken from traditional storytelling techniques, the nature of social media interactions, and early case studies.

16. Managing Social Media Storytelling If storytelling is effective because of the connections it achieves, always be mindful of those connections. Stories conveyed through social media have the potential to take on lives of their own, and marketers must remain conscious of this fact. Though there are few definitive rules when managing social media stories, there are some lessons that can be taken from traditional storytelling techniques, the nature of social media interactions, and early case studies.

17. …happily ever after.

18. Epilogue.

19. Case Study: Patagonia’s Origin Story

20. Patagonia’s Continuing Story

21. Patagonia’s Continuing Story

22. Blog Twitter Patagonia’s Continuing Story

23. Patagonia’s Continuing Story Youtube Youtube Link

24. Management of the Story (Socially) Hero elements Antimony How does one purchase premium priced goods while maintaining a statement of authenticity and values? Consistency, clarity Solicits co-creation Respects and engages audience Mitigates complaints / damaging perceptions Approaches the same story from new angles

25. Further (Recommended) Reading Available through e-resources Print, e-book, Amazon

26. Further Thought… What’s your favourite brand story? How is it explained and enhanced through social media? If it currently is not, take on the role of a social media marketer for the brand—what would you do? This discussion has focused on the use of social media to supplement traditional marketing techniques. Do you feel these lessons apply to a campaign that exists solely through social media? What would you add?

27. Continue the Discussion… Managing Myths of the Near Future