We all love a good story and, in fact, we are hardwired for them. Personal, relatable and shared stories is what ultimately makes us human and telling your story is also a critical part of building your brand. Storytelling helps shape how people view you and enables consumers to create a connection with your brand and everything it stands for. Do it right and you’ll be creating a thriving brand that can perdure for the years (and even centuries) to come. We all have a story to tell, though not every story might be relevant to your audience. In this webinar we are diving into: - How to build stories that boost your competitive advantage - How to translate your story across channels - How storytelling can provide authenticity and meaningful connections

1. Brand Storytelling:
The Key to a Competitive Edge
#FalconEd #growwithsocial

2. Your Presenters.
Mason Burgin
Social Media Editor
Front O
ffi
ce Sports
Marissa Nardi
Community Marketing Coordinator
Falcon.io
@mason-burgin
#FalconEd
#growwithsocial
@marissanardi

3. Building stories that boost your competitive advantage
Translating your story across channels
Storytelling that can provide authenticity and meaningful connections
Q&A
Today’s Agenda.

4. (Housekeeping)
rules help control the fun!
- Monica Geller
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5. Cast your vote on-screen.
Q: What is the best way to narrate a
story on social media?

6. STORYTELLING ON SOCIAL
Front O
ffi
ce Sports

7. WHO WE ARE
FOS is an editorial network of newsletters
covering both sports business and consumer
sports.
Front O
ffi
ce Sports
The Association
The Rundown
Sports Section
INTRODUCTION TO FOS

8. OUR SUCCESS STORY
SHIFTING FOCUS
CREATING A NETWORK
BUILDING A COMMUNITY
PROMOTING ENGAGEMENT
Creating a social media strategy that
prioritizes native content while
maintaining brand consistency and
integrating editorial content.
Identifying, creating, and engaging with
a community of fans, sports industry
professionals, and business executives
and creating opportunities for them to
become active participants in the story.
Establishing three additional
consumer brands focused on the NBA,
general sports news, and sports
betting while
fi
nding opportunities to
grow our audience and cross-promote.
Finding opportunities to interact with
our followers and readers when they
engage with our content to create a
habit.
INTRODUCTION TO FOS

9. UNDERSTANDING
YOUR AUDIENCE
HOW TO TRANSLATE YOUR STORY ACROSS CHANNELS
• Learn who your audiences are and understand
that it often varies from platform to platform.
• Invest in social listening tools to learn what
your followers and competitors are talking
about.
• Use the eye test to determine what storylines
and topics resonate with your audience.

10. CREATING CONTENT
BUCKETS
• Leave behind the “post everything
everywhere” mentality.
• Test di
ff
erent content and formats on each
platforms to see what performs best.
• Stay true to your brand and tell the stories
that make sense for the brand identity.
HOW TO TRANSLATE YOUR STORY ACROSS CHANNELS

11. CREATING CONTENT BUCKETS
How we’ve applied this at FOS:
TWITTER INSTAGRAM LINKEDIN
• Athlete-driven
content
• Fashion partnerships
• Historical moments
• Real estate
• Real estate
• Stadium renderings
• Historical hires
• Sponsor activations
• Athlete-driven content
• Real estate
• Stadium renderings
• Historical moments
• Sponsor activations
• eSports
• NFTs / cryptocurrency
HOW TO TRANSLATE YOUR STORY ACROSS CHANNELS

12. PLATFORM-SPECIFIC
CONTENT
• Learn the platforms’ algorithms, preferred
content formats, and how consumers prefer
to view content on each platform.
• You can tell the same story on multiple
platforms using di
ff
erent forms that are
optimized for each platform.
HOW TO TRANSLATE YOUR STORY ACROSS CHANNELS

13. CONTENT PACKAGING
• A content “package” is a much more
e
ff
ective storytelling tool than a simple
photo, video, or graphic alone.
• This can be a group of various content
formats, a photo gallery, etc.
HOW TO TRANSLATE YOUR STORY ACROSS CHANNELS

14. CONTENT PACKAGING
How we’ve applied this at FOS:
HOW TO TRANSLATE YOUR STORY ACROSS CHANNELS

15. PROVIDE SOMETHING
UNIQUE
• Every brand has either direct or indirect
competitors, or both.
• How is your brand providing a unique
storytelling experience compared to your
competitors?
• What makes your brand unique and how can
you use the to add to the storytelling
experience?
HOW STORYTELLING CAN PROVIDE AUTHENTICITY AND BUILD COMMUNITIES

16. PROVIDE SOMETHING UNIQUE
How we’ve applied this at FOS:
HOW STORYTELLING CAN PROVIDE AUTHENTICITY AND BUILD COMMUNITIES

17. CREATE A HABIT OF
ENGAGEMENT
• Create a habit by rewarding followers for
engaging with your content.
• Give followers consistent and frequent
opportunities to engage using platform
features such as polls, sliders, and quizzes.
• Make your followers active participants in
the storytelling process.
HOW STORYTELLING CAN PROVIDE AUTHENTICITY AND BUILD COMMUNITIES

18. CREATING A HABIT OF ENGAGEMENT
How we’ve applied this at FOS:
HOW STORYTELLING CAN PROVIDE AUTHENTICITY AND BUILD COMMUNITIES

19. INDIVIDUALS OVER
ORGANIZATIONS
• Tell authentic stories that platform
individuals over organizations.
• Consumers prefer to follow individuals
in
fl
uencers or personalities rather than
organizations — how can you replicate that
experience using storytelling that still
speaks to your brand?
HOW STORYTELLING CAN PROVIDE AUTHENTICITY AND BUILD COMMUNITIES

20. INDIVIDUALS OVER ORGANIZATIONS
How we’ve applied this at FOS:
HOW STORYTELLING CAN PROVIDE AUTHENTICITY AND BUILD COMMUNITIES

21. Cast your vote on-screen.
Q: What is the most significant part
of brand storytelling?

22. BUILDING STORIES THAT BOOST
YOUR COMPETITIVE ADVANTAGE
Set yourself apart from the competition.

23. Establish Your Competitive Advantage
A competitive advantage is what makes your brand di
ff
erent and sets you apart from the rest.
Be able to clearly de
fi
ne
your di
ff
erences
Know your competition
Be able to clearly de
fi
ne
your di
ff
erences
Understand your audience needs,
wants and expectations
Stand out and have consistent
messaging and branding
Be easily identi
fi
able

24. The Story Begins With…
Creating a narrative which connects your brand to your
customers, focusing on linking the values you share with
your customers to what your brand stands for.
Clearly de
fi
ning a brand story di
ff
erentiates you from the
competition and directly correlating your message with
your audience, builds for stronger customer connections.
Unspun: http://www.unspunmarketing.com/brand-storytelling/

25. Creating Your Brand Story
You should be able to de
fi
ne your brand in a few sentences
Make sure the description ties in with your brands
core values and your vision of the company
What works:
•Being transparent
•Being simple
•Being authentic
•Being relatable

26. What is your
brand identity?
Identity drives customer
engagement fostering consumer
passion, increasing social
engagement rates, and brand
awareness.
Identity provides clarity for
consumers and employees
promoting success and
transparency.
Identity enhances strategic
alignment allowing for clearer
company goals and targets.
Identity creates loyalty among
your target audience, preventing
turnover and encouraging
growth.
Establishing a strong brand identity is a key
indicator for a businesses success.

27. What Makes Dove a Leader
in Brand Storytelling?
Clear vision: “beauty should be a source of
con
fi
dence, and not anxiety”
• Identi
fi
able logo
• Body positive across all advertisements
• Promotes inclusivity across all platforms
• Consistent messaging and color schemes
• Campaigns align with brand vision

28. Nike focuses on easily digestible campaigns that are universally understood

29. @Falcon.io @FOS
#FalconEd #growwithsocial

30. 1. Know your competition inside and out
2. Consistency, reliability and authenticity builds loyalty
3. Define your brand in a few sentences
4. Know your audiences needs and wants
5. Know each platform
6. Tell untold stories
7. Build a community
do try this at home
Key Takeaways.

31. July 6th - Strategischer Datenschatz: Data-driven Social Media Marketing (German)
July 22nd - Social Media Data Has Entered The Chat
@Falcon.io
#FalconEd
#growwithsocial

33. @falconIO
falcon.io welcome@falcon.io