8. Classic Narrative Arc
= 3 Acts
Introduce
the
characters
Conflict
and clues
Resolution
@gloriabell
9. Classic Narrative Arc
= 3 Acts
Conflict and
clues
CLIMAX =
Where the
audience
gets
involved =
LAUNCH OR
PURCHASE
Resolution
@gloriabell
10. Participation Inequality
1% will create &
drive mass
awareness
9% will
rate, comment &
share
90% will watch the
10% & mimic that
behavior
@gloraibell
13. Good Storytelling
Honesty & Transparency
Infuse personalities into stories
Create characters your audience will relate to
or cheer for
@gloriabell
14. Good Storytelling
Honesty & Transparency
Infuse personalities into stories
Create characters your audience will relate to
or cheer for
Don’t Give It All Away
@gloriabell
15. Good Storytelling
Honesty & Transparency
Infuse personalities into stories
Create characters your audience will relate to
or cheer for
Don’t Give It All Away
Respect attention spans
@gloriabell
28. Build An Editorial
Calendar
• What should happen each
week, each month?
• Keep moving the story
forward through strategic
planning.
• What major milestones or
holidays need to be
celebrated with your
audience?
@gloriabell
29. Other tips…
• How does your audience
represent themselves? What do
they like to talk about?
• What have you curated in
metrics or content that you can
share?
• Start with more and edit down
to less.
• Monitor what is going on in the
world, don’t just be on autopilot.
@gloriabell
Marketers? Social media specialists? What do you do?
Are you content creators? If no, why not? Everyone is constantly creating content and telling stories.
Because they were great story tellers
Stories have to be based in the reality of your brand – be creative but stay true to your brand promise
Fictituous or customer personas
Leave them wanting more and wanting to come back to hear or see more
Aligns short term attention span on the stories of the day with long term brand narrative
Followers know what you sell – why are you trying to sell them? Social media is people having conversations to make decisions
The job of brands in SM is not to sell. It is to tell a compelling story that encourages people to action by facilitating conversations between people and giving them things to talk about and guiding the conversations.
The best stories are targeted to an audience. What authors do you read and why? Same thing with social media. Who is your audience? What do you need to know about them to tell them the most compelling story?
Look at the profiles of your followers/fans and find the patterns. It allows you to find a slant and message that most closely matches what your customers care about.
Planned editorial designed to spark conversation – observing the trend of conversation and topics that your fans/followers engage in
Answering questions, fielding comments – non-customer service
Mirroring audience patterns – includes sharing others content, retweets, etc…
You know more about the audience than they know about themselves because you can monitor and collect data. What data and content can you collect and cull on their behalf to help them?
Give back what you find out about the audience through the above mix. People on different social networks don’t necessarily know each other. Good storytelling and curation by a brand can bring them together and build community. Communities and interaction encourage brand advocacy.
