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Engaging Customers Through Story


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Engaging Customers Through Story

  1. 1. Engaging Consumers in !Your ! Story Dr. Pamela Rutledge Director, Media Psychology Research Center November 12, 2012 @pamelarutledge
  2. 2. Overview 1 What’s Happening Out There? 2 What’s in a Story 3 How Do You Find It? 4 What Do You Do With It?
  3. 3. 1What’s Happening Out There?!
  4. 4. The Lecture vs. The Cocktail Party
  5. 5. MobileOn-demand InformationFull-time connectivity
  6. 6. The New NormalConsumers expect to participate, be heard,collaborate, get information, and connect. Fast. All the time.
  7. 7. How Do You Compete?
  8. 8. 2Tell a story!
  9. 9. 1Storytelling is Timeless q  Draw on ancient traditions, legends and myths q  Create an authentic connection
  10. 10. 2Stories Connect People q  Build trust q  Transcend generations q  Engage our emotions q  Inspire us q  Are contagious
  11. 11. 3Stories Are How We Think q  Explain how and why q  Define our values and purpose q  Put us in “Learning Mode” q  Decrease our resistance to persuasion
  12. 12. 4It’s How We’re Wired q  Imagined experiences create real emotion q  Narrative structure provides comfort q  Trigger neural networks of multi- sensory responses: auditory, kinesthetic, and visual
  13. 13. The shortest distance between people is through story!
  14. 14. A Shoe Company•  Founded 2006 Total Sales 500,000 Employees 90•  Unique business model Interns 22•  Product distributed via COGS 37% recognized 501(c)(3) SG&A 24% non-profits and non- Distribution 300 Stores; 9 Countries governmental First Year Sales 10,000 units organizations (NGO’S) Yr Sales Goal 300,000 units Annual 10% Growth (Y/Y) EBITDA 153,000
  15. 15. Stories are flightsimulators for the brain
  16. 16. 3Finding Your Story!
  17. 17. Elements ofStoryþ  Messageþ  Charactersþ  Conflictþ  Plot
  18. 18. Three Act StructureTension Climax Crises Falling Action Rising Action Exposition Denouement Time Act 1 Act 2 Act 3 Beginning Middle End Set-up Conflict Resolution
  19. 19. Where the Action Is: Conflict
  20. 20. The Psychology of Story:Narrative Transportation:Use C-A-R to takeyour audience ona journeyC – Context •  Where, When? •  Who are the characters •  What does the main character want? •  What’s in the way?A – Action (Plot)R – Result (Resolution) Source: Paul Smith Lead with Story
  21. 21. Archetypes: Joseph Campbell q  Hero q  Mentor q  Threshold Guardian q  Herald q  Shapeshifter q  Shadow q  Trickster
  22. 22. Fairy Tale Model Benefactor Goal Beneficiary Supporter Hero Adversary Source: Fog, K., Budtz, C., & Yakaboylu, B. (2010). Storytelling: Branding in Practice (2nd ed.). Berlin: Springer.
  23. 23.  Cultural Metaphorsq  Anna Nicole Smith q  Rags to Riches q  Gold Digger/How to Marry a Millionaire q  Live Fast/Die Young
  24. 24. 3Finding The Story!
  25. 25. Story Themesq  The Hero’s Quest --> Entrepreneurial Ventureq  Creation Stories --> Establishment of Organizationq  Stories of Transformation --> Coming of Ageq  Stories of Fall and Redemption --> Crisis Phaseq  The Myth of the Crossroads --> Transition Phase
  26. 26. Using Shared Metaphors I’m a lawyer. I write contracts and wills. Where’s the story in that?
  27. 27. TheFamily LawyerWatching over your legal health
  28. 28. Questions to ask q  Who am I? q  Why am I here? q  What is my vision? q  What do I want to teach people? And why? q  What values do I want to demonstrate? And why? q  What do I want my customers to know I understand?
  29. 29. One-Sheet Exercise q  Story in three sentences q  Work from the experience of the image of your company or brand q  Characters in three sentences q  Who are the characters? q  Are you a character? q  Does place matter?
  30. 30. 4Telling Your Story!
  31. 31. Additive Storytelling Brand develops from multiple media sources over time
  32. 32. Transmedia Storytelling•  A story that… •  Unfolds across platforms •  Each piece adds something unique and valuable •  Motivates user to find othersq  Users can… Henry Jenkins •  Join at different places USC •  Participate and contribute content
  33. 33. Traditional Story Path
  34. 34. Transmedia Content
  35. 35. Case Study: The Three Little Pigs Wolf: Pig 1: Website Website Wolf: Ning Pig 1: Anime Network for Team Wolf Super Pig Main Story Anchor: Novel Sequels Pig 2: Twitter Pig 3: Pig 3: Dialogue Cooking Blog Cookbook Pig 3: YouTube Pig 3: Fan Page Videos
  36. 36. Case Study: Jay-Z
  37. 37. Case Study: Houweling’s Tomatoes Point of Purchase: Hangtags Videos Main Story Anchor: Website Twitter Green Tips Blog Contest Dialogue Social Gardens
  38. 38. Case Study: Tanimura and Antle Facebook Fan Page Food Service Chef QR Codes Main Story Anchor: Website Recipes
  39. 39. Invite the Customer into Your Story Increasing Audience Engagement Discovery Experience Exploration
  40. 40. There are things we know that we know.There are things we know that we don’t know. And then there arethe unknown unknowns—the things we don’t know we don’t know. Donald Rumsfeld, 2002
  41. 41. Traditional ROI Calculations
  42. 42. Ripple Effect
  43. 43. What Do We Know? q  Biggest value = new relationship potential q  Awareness measures q  Brand mentions, reviews and share of voice (your brand divided by the industry) q  Fan Growth q  Traffic q  Engagement q  Comments, question, retweets q  Market intelligence q  Product feedback q  Customer needs and experiences
  44. 44. 4Where the Rubber Meets the Road!
  45. 45. Social mediastrategies start with a strategy, not with a Facebook page
  46. 46. Social Media Strategy q  Tools are only useful if you know q  what you want to do q  what tools will get the job done. q  Online networks are like offline ones q  People use Twitter, Facebook, blogs, and LinkedIn to meet people, get information, share resources and connect with colleagues
  47. 47. Social media are are not a waste of timeunless you allow them to be
  48. 48. Social Media: Total Time Suck? q  Social media networks are not a waste of time unless you allow them to be q  Networking opportunities q  Great way to build social capital q  Be very clear on WHY you’re doing it and the outcomes you want to see
  49. 49. You need a mission statement
  50. 50. Mission Statement: Questions q  Why am I on social networks and what will I use them for? q  How do I want to build my personal or organizational brand using social media? q  What outcomes do I want to see? q  How does social media fit into my overall strategy?
  51. 51. Create a social media policy
  52. 52. Social Media Policy: Be Prepared q  What information is public, what should be kept private? q  What your rules are for researching customers and employees? q  How you can be contacted and when? q  What is your policy for employees social media use? q  How you will handle the inevitable social media crisis? q  How often will I evaluate the strategy?
  53. 53. Choose your tools carefully
  54. 54. Tool Audit Example: Privacy Completely Mostly MostlyAccess Control Potential Public public private Website x     Blog x     Twitter x   x LinkedIn x x   Facebook x x x Flickr x x x Pinterest x     Industry sites   x   Curation tools (Scoop, x Google+ x
  55. 55. Connect your tools sothey feed each other
  56. 56. Build relationships
  57. 57. Think before you speak
  58. 58. 4In Conclusion!
  59. 59. Summaryq  New communications means new consumer psychology and big competition for attentionq  Story rises above noise by tapping fundamentals and emotionsq  Transmedia storytelling extends the power of your story and changes ‘selling’ into a valued relationship
  60. 60. Key Take-Awaysq  Start with the storyq  Identify your core story and passion at a universal level to engage your audienceq  Think multi-dimensionallyq  Prepare a strategy based on YOUR goals and resourcesq  Connect with your audience’s emotions and needsq  Use the media landscape—ripple out, don’t broadcastq  Prepare to collaborate where you don’t expect itq  Have a plan for misadventures
  61. 61. My Hopes for You q  That you will embrace storytelling q  And approach communication in a cross- platform, integrated way q  So that you take your customers on a journey to create the valuable relationships that q  builds long-term commitment and loyalty q  And increased profitability
  62. 62. Thank You! Dr. Pamela RutledgeDirector, Media Psychology Research Center November 12, 2012 @pamelarutledge