Building Your Brand through Social Media Storytelling

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Building Your Brand through Social Media Storytelling

  1. 1. Building Your Brandthrough Social Media Storytelling
  2. 2. Jenny Messmer Digital Marketing Managerjenniferm@childrensmuseum.org @JMess
  3. 3. Today we’ll talk about1. Inspiring your fans and followers share their stories about your brand.2. Telling your brand story in an engaging way.3. Tips to do all of that on a limited budget and with limited resources.
  4. 4. • “We always like to say that we don’t own our social media channels, our fans do. As a result, our social media strategy is aimed at growing and maintaining a highly engaged global community of Dunkin’ Donuts fans. We work to consistently provide meaningful content and promote a two-way dialogue between the brand and our passionate fans.” – Interactive Marketing Manager, Dunkin’ Donuts Source: http://socialtimes.com/how-dunkin-donuts-uses-social-media_b100752
  5. 5. Know your brand • Biggest and Best • Fun and Imaginative • Always Changing • Family Learning & Memories
  6. 6. Inspire your fans to share their stories
  7. 7. Treasures of the Earth Opening 80 stories
  8. 8. Membership Drive 100 stories
  9. 9. 100 Toys600 stories
  10. 10. Indianapolis Museum of Art: Snapshot
  11. 11. Holocaust Museum: Remember Me
  12. 12. Chick-Fil-A: Customer Stories
  13. 13. Hot Wheels®: Facebook Fan Photo of the Week
  14. 14. Walt Disney World: Fans in the Park
  15. 15. Tell your brand story in an engaging way.
  16. 16. VIDEO
  17. 17. Fun and Imaginative
  18. 18. Biggest and Best
  19. 19. Family Learning/Memories
  20. 20. Always Changing
  21. 21. This Week’s WOW Sept. 7, 2010 Launched first This Week’s WOW! 3 months Sept. 7–Nov. 30, 2010: 9 months 6,186Jan. 1–Sept. 6, 2010: 6,675
  22. 22. Video Views• Jan. 1–Dec.31, 2010 15,063 views• Jan. 1–Dec. 31, 2011 52,320 views• Jan. 1–Oct. 31, 2012 96,264 views
  23. 23. Holiday World
  24. 24. Monterey Bay Aquarium
  25. 25. CONTESTS
  26. 26. San Diego Zoo - Instagram
  27. 27. San Diego Zoo - Pinterest
  28. 28. GRAPHICS
  29. 29. Know your brand
  30. 30. Make it timely and relevant
  31. 31. Make it personal
  32. 32. Resources and $$$
  33. 33. PLAN
  34. 34. Created Content Calendar
  35. 35. REPURPOSE
  36. 36. Established Content Crew• Inspired by Sports Illustrated – There is no digital department – Producing more with the same – Editorial and design workflow changes – Sports Illustrated doesn’t think of itself as a magazine, but as a sports media company. Source: http://mashable.com/2011/07/31/sports-illustrated-inside-look/
  37. 37. MEASURE
  38. 38. What Tools We Use• Facebook Apps – Build a webpage and embed it into FB – free – North Social – $900 for year – Offerpop – $3000 for 6 months• Blog – Compendium - $5,000 -- share your story capabilities – WordPress - free• Video – 12StarsMedia - $800-$1000 per video if they shoot – Candidio - as low as $150/month (1 video per month) – Flip Cam - $200 – iPhone• Twitter – Hootsuite - free or $10/month for pro account plus additional users
  39. 39. Jenny Messmer Digital Marketing Managerjenniferm@childrensmuseum.org @JMess

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