Relationship building through storytelling

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Presentation given at bpost Media & Social Day 29th of January 2013

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Relationship building through storytelling

  1. 1. RECRUITMENT OR LOYALTY?JOKE CLAESSENBRAND RELATIONSHIP BUILDERBPOST MEDIA&SOCIAL DAY, 29TH OF JANUARY 2013
  2. 2. RECRUITMENT & LOYALTY!JOKE CLAESSENBRAND RELATIONSHIP BUILDER
  3. 3. TODAY WE ARE GOING TO TALK ABOUT GATEWAYS…
  4. 4. PEOPLE have become the gateway to otherpeople, by their influence power in their personal communities. YOU
  5. 5. STORIESare the gateway to your brand.
  6. 6. STORIES ABOUT You
  7. 7. So we need to BECOME and FIND inspiringSTORYTELLERS
  8. 8. 1.HOW TO FINDTHE MOST VALUABLETARGET GROUPIN ASTORYTELLINGINFLUENCEWORLD?
  9. 9. Our target is no longer ourend destination.
  10. 10. Our target isour entry point, ourgatekeeperto his community.He sharesour stories andinfluences others.
  11. 11. High Data! core ambassadors LIFETIME ORFINANCIAL VALUE misers influencers High SOCIAL VALUE
  12. 12. Look at what your target group “buys” or spends &Track their behavior: their sharing, telling, liking, forwarding, replying, … IT’S ABOUT BUILDING RICH CONVERSATIONS. FROM PEOPLE TO PEOPLE TO PEOPLE
  13. 13. 2.HOW TO BECOMETHE MOST INSPIRINGSTORYTELLERIN ASTORYTELLINGINFLUENCEWORLD?
  14. 14. DON’TUNDERESTIMATE THE POWER OF STORY-TELLING
  15. 15. You all write stories… Everyday.Re-write them, own them, share them.
  16. 16. AUTHENTICITY ADDED VALUE RELEVANCEENTERTAINMENTBE PERSONAL
  17. 17. Start fromconsumer needs er n& pap & e pe o media Us d t Use te pe a dap device lang ople’s uag e Faci lit shar ate ger ing Trig tion ac i nter rsation e & conv Have a strat story Create ONE egy captivating story
  18. 18. AND WHAT ABOUT THE BEST STORYCHANNELS?
  19. 19. BUT BEWARE!
  20. 20. YOU ARE NOTTHEAUDIENCE
  21. 21. YOU CAN ONLY BEA RELEVANT TALKER IF YOU ARE AN INTERESTED LISTENER.
  22. 22. THE ENDJOKE CLAESSEN - BRAND RELATIONSHIP BUILDER joke.claessen@telenet.be #jokeclaessen 0475/347 496

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