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social media presentation


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social media presentation

  1. 1. Socail Channels: Telling a StoryElevating The Conversation Page 1©WEBER SHANDWICK 2012 All rights reserved
  2. 2. In a Nutshell… Your brand isnt what you say it is, its what other people say it is. Social media is about using the tools that make it easier for that conversation to happen. - Andy Sernovitz Author of Word of Mouth MarketingElevating The Conversation Page 2©WEBER SHANDWICK 2012 All rights reserved
  3. 3. What is storytelling? The power of brands lies in their unique story. How that story is told verbally and visually is critical to the invention or transformation of an enduring brand. Here is what builds a compelling brand story: • Identify your targeted audience and why the story of your brand matters to them. • Define verbal and visual cues that can identify your brand and forms the foundation of your brand’s story. • Define the personality, tone and manner in which your brand communicates with customers, employees, partners and diverse audiences. • Define brand messaging guidelines that distill the essence of your brand story into a framework that supports your marketing communication initiatives.Elevating The Conversation Page 3©WEBER SHANDWICK 2012 All rights reserved
  4. 4. Army Social Computing Weber Shandwick and the U.S. Army conducted a comprehensive landscape analysis to identify what was being said online related to recruitment and military life. 1. Focusing on online discussions was important because the Army’s primary recruiting audience is 18- to 24- year-old adults. 2. Secondary to the prospect audience, the Army recognizes the importance of reaching a wide array of influencers – those people who play a role in one’s consideration of joining the military.Elevating The Conversation Page 4©WEBER SHANDWICK 2012 All rights reserved
  5. 5. Army Strong Stories Army Strong Stories ( is the Army Marketing and Research Group’s signature blog and story-sharing program, providing an online community for soldiers, cadets, families, friends and supporters to share their Army stories. The program: • Provides authentic perspectives on Army life and military service • Arms potential recruits and their families with useful information as they consider a path to service in the Army • Encourages candid online conversations and open communication between Soldiers and recruits and/or supportersElevating The Conversation Page 5©WEBER SHANDWICK 2012 All rights reserved
  6. 6. Elevating The Conversation Page 6©WEBER SHANDWICK 2012 All rights reserved
  7. 7. What you will find on Army Strong Stories • Deployment Stories • ROTC cadets make up 38 percent of the Army Strong Stories blogging community. “CULP is a very rewarding program and has vastly expanded since I have gone. It is a great way for Cadets to meet other Cadets from around the country and build lasting relationships,” wrote CDT Alex CardinalElevating The Conversation Page 7©WEBER SHANDWICK 2012 All rights reserved
  8. 8. Curated Landing Pages The agency has created 5 curated landing pages and have 10 more in the works that will live on Army Strong Stories and cover a range of topics that impact the Army’s recruiting efforts – including: • Career opportunities • Benefits • Basic training • Family • EventsElevating The Conversation Page 8©WEBER SHANDWICK 2012 All rights reserved
  9. 9. Inspire Stories As Army Strong Stories grew and, subsequently, as digital habits skyrocketed, the team seized the opportunity to put forward Inspire Stories as a new initiative in 2010 to engage the prospect and influencer audiences in non-Army channels. The program: • Raises awareness of the wide array of career opportunities available within the Army • Creates a new group of Army advocates who will incorporate Army experiences and messaging into their communication platforms • Informs and improves the image of Army recruiting and military life online and in social computing arenas, including blogs and social networking sites • Further solidifies the Army’s emphasis on community engagementElevating The Conversation Page 9©WEBER SHANDWICK 2012 All rights reserved
  10. 10. INSPIRE STORIES Larry Henry Eric Jude Cortes Views the Explores Army Army 10th Medical Reserve Pre- Bloggers Attend Anniversary Student Deployment BlogWorld & New NHRA Race Engages in Training Media Expo American College of Surgeons Foodie Matt Clinical Armendariz Congress Heats Up Social Media at the Army’s Culinary Arts Competition Lee Odden Jumps in to Social Media with the Army David Golden Banks Gets Knights Wired in a Combat Situations Unit Medgadget Tours Brooke @CK_Lunchbox Goes to Army Medical Airborne School Center Military Spouse Blogger Greta Perry @bookieboo Visits the Does Basic Army Training at Commander’s Fort Benning ConferenceElevating The Conversation Page 10©WEBER SHANDWICK 2012 All rights reserved
  11. 11. Army Strong Network Army Strong Network positions the U.S. Army as its own storyteller by creating unique and compelling branded content that generates engagement, discussion and an understanding of military activity, life, opportunities and service. Specifically, Army Strong Network will humanize the Army experience, create content featuring the experience and Army Strong Network footage of Drill Sergeant Levi socialize the experience. Peffer interviewing his Soldier after entering the gas chamber--One Station Unit Training at Ft. Benning. Army Strong Network produces interesting, transparent and educational content that brings to life a variety of Army experiences designed for prospects and influencers.Elevating The Conversation Page 11©WEBER SHANDWICK 2012 All rights reserved
  12. 12. Army Strong Network activation with the WORLD CLASS ATHLETE PROGRAM Traditional media outreach resulted in the placement of three (3) Army Strong Network packages on, garnering more than 554,050 impressions (according to PR Trak). Key successes include: 7 Army Strong Network Video Segments Produced 75+Facebook Comments 5,010+ YouTube Views 2,105+ Facebook Likes 105+ Tweets and Retweets 170+ Facebook SharesElevating The Conversation Page 12©WEBER SHANDWICK 2012 All rights reserved
  13. 13. Events Army Strong Network also Inspire leverages Army events, activities Stories and ceremonies. Army Strong Network creates pre, during and Media post-event conversations across ASN Video Outreach Army-owned channels and external Creation (DVIDS, media properties. Event Activation Army Strong OCPA & Stories Video AMRG Social Collection Media ChannelsElevating The Conversation Page 13©WEBER SHANDWICK 2012 All rights reserved
  14. 14. Content is Syndicated to Multiple OutpostsElevating The Conversation Page 14©WEBER SHANDWICK 2012 All rights reserved
  15. 15. Army Storytelling 1. Identify your targeted audience and why the story of your brand matters to them. – Potential soldiers, current soldiers, family and friends of current soldiers, veterans and supporters 2. Define verbal and visual cues that can identify your brand and forms the foundation of your brand’s story. – Real soldiers and real stories. 3. Define the personality, tone and manner in which your brand communicates with customers, employees, partners and diverse audiences. – Unfiltered perspectives from current, past and present Army soldiers, supporters and family and friends. 4. Define brand messaging guidelines that distill the essence of your brand story into a framework that supports your marketing communication initiatives. – “Go Army” is the overall campaign. Army Social Computing relies heavily on “Storytelling” and sharing what it means to be “Army Strong”Elevating The Conversation Page 15©WEBER SHANDWICK 2012 All rights reserved
  16. 16. TELLING THE ARMY STORY Distributing the story Once the story is Developing the story shared, we want through all relevant by using the tools, people to talk about it channels, for knowledge, assets with each other and example (news and resources the continue to share it, release, whitepaper, Army has available anywhere and at any etc.) time.Elevating The Conversation Page 16©WEBER SHANDWICK 2012 All rights reserved
  17. 17. CASE STUDY: FORT BENNING • Five video news packages that were syndicated across Army- owned channels • Hugely successful Inspire Stories blogger engagement activation resulting in 464 Tweets and 12 Facebook updates for a collective reach of more than 3.8 million impressions • 50+ Army Strong Stories video stories “I came home bruised, exhausted, and with a new sense of love for our troops & country. Years from now, if my babies came to me and said they wanted to join the Army, I think I would smile. :)” – Leah Segedie, Mamavation.comElevating The Conversation Page 17©WEBER SHANDWICK 2012 All rights reserved
  18. 18. Online Digital TrendsElevating The Conversation Page 18©WEBER SHANDWICK 2012 All rights reserved
  19. 19. Mobile and GameificationElevating The Conversation Page 19©WEBER SHANDWICK 2012 All rights reserved
  20. 20. Responsive Design Responsive Design – One Site Across All DevicesElevating The Conversation Page 20©WEBER SHANDWICK 2012 All rights reserved
  21. 21. Location based app: FourSquare Location-based services like Foursquare continue to gain new users and add game-like functionality. Foursquare is the champion of check-ins. With over 20 million users, Foursquare helps you to keep in sync with your friends and what they are up to. We love the badge system, which encourages visiting new and unique places. Foursquare is also an excellent way to discover new places to visit based on your friends recommendations.Elevating The Conversation Page 21©WEBER SHANDWICK 2012 All rights reserved
  22. 22. Gamification What are some common results? • Makes technology more engaging • Encourages users to take specific actions or engage in desired behaviors • Shows a path to mastery and autonomy • Helps solve problems • Takes advantage of humans’ psychological disposition to play gamesElevating The Conversation Page 22©WEBER SHANDWICK 2012 All rights reserved
  23. 23. CASE STUDY: + Badgeville Leading online retailer turned to Badgeville to add a social game experience to its designer discount virtual storefront and fashion editorial experience. Customers earn badges based on behaviors, and badges unlock tangible rewards like early access to products and special discounts.Elevating The Conversation Page 23©WEBER SHANDWICK 2012 All rights reserved
  24. 24. title Best Platforms of 2012Elevating The Conversation Page 24©WEBER SHANDWICK 2012 All rights reserved
  25. 25. Users can “Follow” other pinners to see Pinterest their pins: • Pins can be “repinned” to one’s own “Pinterest is the intersection of boards • It is not necessary to follow all of a style and social.” pinner’s pins – -Michelle Casper, Lands’ End PR Director one can follow a single “board” 103 217Elevating The Conversation Page 25©WEBER SHANDWICK 2012 All rights reserved
  26. 26. CASE STUDY: Army on Pinterest The U.S. Army, Navy and National Guard are early Pinterest adopters. They use the site to: • Reinforce their values • Recognize their history of heroism, e.g. World War II • Share the Army Strong StoryElevating The Conversation Page 26©WEBER SHANDWICK 2012 All rights reserved
  27. 27. CASE STUDY: Whole Foods on Pinterest Whole Foods engages with its customers on Pinterest in ways intended to show that it shares their values: • PINNING RECIPES • SHARING IDEAS FOR RECYCLING AND REUSING • HIGHLIGHTING THE CHARITABLE WORK OF THE WHOLE PLANET FOUNDATION • SHOWING THE ORIGINS OF ITS ORGANIC FOODSElevating The Conversation Page 27©WEBER SHANDWICK 2012 All rights reserved
  28. 28. CONTESTS CASE STUDY: LANDS END • Lands’ End Canvas ran one of the first Pinterest contests in December 2011: • Offered a chance to win gift cards to consumers who pinned at least 10 Lands End Canvas items to a board. • Integrated with Facebook for contest terms and conditions. • Earned exposure via boards such as the following:Elevating The Conversation Page 28©WEBER SHANDWICK 2012 All rights reserved
  29. 29. Instagram Instagram changed the way we share photos using our mobile phones. The app is fast, fun, and simple. With Instagram, you snap a photo, add a funky filter and other effects, and upload it to a news feed. Like any other social network, you can follow people to keep track of their photos. Facebook recently agreed to buy Instagram, so expect tighter integration between the two services.Elevating The Conversation Page 29©WEBER SHANDWICK 2012 All rights reserved
  30. 30. CASE STUDY: Tiffany & Co. Tiffany & Co. extended its ‘What Makes Love True’ campaign by using its mobile app and Instagram • Tiffany & Co. partnered with fashion blogger couple Scott Schuman and Garance Doré to champion the project and represent real couples in love from Paris and NYC • Users upload photos through tiffany’s free app or by #truelovepictures. The gallery is then curated by Tiffany, showing the best of the shots • Visually tells the brand story by curating contentElevating The Conversation Page 30©WEBER SHANDWICK 2012 All rights reserved
  31. 31. Tumblr Tumblr is one of the fastest growing blogging sites around. Think of it as Twitter meets Wordpress. Tumblr lets you follow blogs and create simple updates for text, audio, photos, quotes, etc. The Tumblr app gives you access to your dashboard of the blogs you follow and lets you create your own updates on the go.Elevating The Conversation Page 31©WEBER SHANDWICK 2012 All rights reserved
  32. 32. CASE STUDY: ELECTION To remind Tumblr users about the first presidential debate, President Obama’s team used an obscure clip of Lindsay Lohan saying “It’s October 3” in the comedy “Mean Girls.”Elevating The Conversation Page 32©WEBER SHANDWICK 2012 All rights reserved
  33. 33. CASE STUDY: Oscar De La Renta The fashion industry was one of the first to embrace Tumblr from a business perspective. Brands like Oscar De La Renta capitalized on the visual nature of Tumblr by publishing photos of the latest fashions, insider pictures and quick bits from the fashion world. • Visitors can chat directly with the fashion guru • Fashion anything: gifs, celebrity sitings, paintings, events and more.Elevating The Conversation Page 33©WEBER SHANDWICK 2012 All rights reserved
  34. 34. Nicole Lemmer Weber Shandwick nlemmer@webershandwick.comElevating The Conversation Page 34©WEBER SHANDWICK 2012 All rights reserved