nderstanding the Basics of Brand Narratives: This presentation will define the brand narrative within the scope of social media. I will distinguish this concept from brand storytelling and discuss several reasons why this is a useful tool for strengthening brand identity and positioning. I compile a list of characteristics of brand narratives, as well as common narrative types. I will very briefly contrast between successful and unsuccessful online narratives using Dos Equis and Tiger Woods.
Olé Pedersen, Patricia De Luca and Heather LeFevre presented this content at Cannes on June 21, 2011. The workshop was one of 20, selected from hundreds of entries as part of the festival conference. Participants learned the philosophy behind and practiced making cultural movements.
nderstanding the Basics of Brand Narratives: This presentation will define the brand narrative within the scope of social media. I will distinguish this concept from brand storytelling and discuss several reasons why this is a useful tool for strengthening brand identity and positioning. I compile a list of characteristics of brand narratives, as well as common narrative types. I will very briefly contrast between successful and unsuccessful online narratives using Dos Equis and Tiger Woods.
Olé Pedersen, Patricia De Luca and Heather LeFevre presented this content at Cannes on June 21, 2011. The workshop was one of 20, selected from hundreds of entries as part of the festival conference. Participants learned the philosophy behind and practiced making cultural movements.
Richard Stacy's presentation at in-cosmetics Paris, 13/04/10Richard Stacy
Presentation on social media given at in-cosmetics Paris, on 13 April, 2010. Posted here for those at the presentation who want to download it. Won't make a huge amount of sense to anyone else, since it is designed to be presented, rather than viewed.
A presentation I gave at Kreative magazine's Digital PR conference - Budapest 26 November 2008.
A sort-of written version of this is available here: http://tinyurl.com/bwxh3j
Richard Stacy's presentation at in-cosmetics Paris, 13/04/10Richard Stacy
Presentation on social media given at in-cosmetics Paris, on 13 April, 2010. Posted here for those at the presentation who want to download it. Won't make a huge amount of sense to anyone else, since it is designed to be presented, rather than viewed.
A presentation I gave at Kreative magazine's Digital PR conference - Budapest 26 November 2008.
A sort-of written version of this is available here: http://tinyurl.com/bwxh3j
Here are the slides of our masterclass at Web Summit, where we discussed key emerging social media trends as we transition into a more hopeful 2022 from social commerce to niche platforms – we’ll cover them all.
Buyer Personas 1. Determine what kind of content you need2. Se.docxclairbycraft
Buyer Personas
1. Determine what kind of content you need
2. Set the tone, style, and delivery strategies for your content
3. Target the topics you should be writing about
4. Understand where buyers get their information and how they want to consume it
Background and Content Pillars
The Coca-Cola Company is a successful and globally-recognized beverage producer and has set its sights on doubling its business by 2020. Coca-Cola recognized that there were two prevailing changes occurring in the market: consumers were creating an ever-increasing amount of brand content, and technology had empowered them as never before to shape the brand. Coca-Cola identified that audiences are now largely in control of the brand--and not the other way around. Because the buyers now control the narrative instead of Coca-Cola being able to directly control its message to customers as it has in the past, they realized they needed to figure out how to harness the power of content marketing in order to engage consumers. Their focus became creating a digital content marketing strategy that engages customers in an open conversation, based on two key content pillars: liquid and linked.
· "Liquid" embodies the notion that our networked and connected world enables ideas to spread rapidly — liquid ideas are those that capture the imagination and cannot be controlled once they are put out in the world. While liquid ideas are creative, they are grounded in a linked strategy.
· "Linked" makes sure that ideas are always centered on the core brand story and experience — in other words, liquid ideas must reflect positively on the Coca-Cola brand. It also means that all the brand channels should be coherent and unified.
Content Marketing Plan Core Elements
The concepts of the liquid and linked pillars provide the context and foundation to the three core elements identified as key to Coca Cola's success with their new content marketing strategy: storytelling, consumer-generated content, and unified brand experience.
Storytelling: As part of the liquid principle, Coca-Cola recognized the power of storytelling. Stories create an emotional connection, connect people and spread ideas, which leads to conversations. In dynamic storytelling, a brand idea is released to the audience and picked up in various conversations and channels. One of Coca-Cola’s key brand stories is ‘living positively’ and showing how the brand makes the world a better place. This content idea also forms part of the company values, showing the importance of aligning business and content objectives. Each sub-brand has a big-picture content plan that outlines key elements of the story and how they will be disseminated.
Consumer-generated content: Consumer-generated content forms a cornerstone of the content strategy. Brand stories encourage consumer reactions and engagement (and are often created by the consumers themselves). The worldwide distribution of creativity and technology means that consumers have greate.
Coca-Cola Plans Book - NSAC 2007. The University of Minnesota National Student Advertising team earned first place in the national competition with this campaign.
University of Minnesota NSAC campaigns book for the Coca-Cola campaign. The "Together" campaign took first in the nation in the 2007 NSAC competition.
At Vireo Research our philosophy is simple: Be curious!
With this as our motivator, we bring an unparalleled level of enthusiasm for social trends and all things that people unearth, embrace or reject. We want to know the WHY, WHERE, WHAT and HOW.
Our goal is to elicit clarity on attitudes, behaviors and values in a hyper-media, super-social consumer-driven world.
This means data is the currency within the marketing and communication universe. We will work with you and the people that matter most to you - consumers - to unearth the insights you need to grow your brand.
To learn more, contact us at: becurious@vireoresearch.com
Social Media And Brand. Start with a strong brand, understand your audience, hang out with them, listen to what they have to say and then provide them with brilliant content from a brand they love.
This was presentation was delivered by www.eskimosoup.co.uk we are a marketing company with teams of web designers and developers, graphic designers and online marketing - SEO experts.
Leveraging Social Media to Tell Your Sustainable Fashion StoryEarthsite
With the movement towards sustainable design in the fashion industry, social media is playing a key role for brands to tell their sustainability story; where and how products are made, what materials they are made of, and the life cycle of the product. Whether you are a boutique eco-fashion brand or a large retailer, sustainability is about being transparent, open and authentic. Social media provides a platform for brands to authentically tell their sustainability story. In this presentation, we will look at fashion brands that have successfully integrated social media into their sustainability initiatives, learn what engages and builds trust with eco-conscious consumers, and discuss best practices for using social media in sustainability campaigns.
2. The aim of this session
• To understand how brands
operate in the traditional
media space (using Coca
Cola as an example)
• To look at Coca Cola’s
approach to operating in the
‘social’ media space
• To start to work out what a
brand needs to do in order
to become social
3. Why is Coca Cola the world’s greatest
marketing organisation?
14. What might be the
problems with this type
of approach?
15. The two big problems
• Scale: traditional media was all about creating
scale / reach – social doesn’t have scale built
into it
• Relevancy: how can we have ‘individual’
conversations in a way that create a scalable
benefit
• Differentiation: all roads lead to smiling brand
representatives handing out product for free
17. In summary
• Produce lots of ‘liquid’ content, based around ‘linked’
stories
• This has to be the world’s most engaging content
• It will be based on ideas so compelling they take on a
lifeforce of their own
• Also has to be rooted in ‘live positively’ (rather than
happiness?)
• Has to be governed by the ‘North Star’ of popular culture
• Must provoke conversations (and earn a disproportionate
share of popular culture)
• These provocations will come from the ‘soil’ of data (via
data whisperers)
19. What I think
Definition of Dynamic Storytelling
The development of incremental
elements of a brand idea that get
dispersed systematically across
multiple channels of conversation for
the purposes of creating a unified and
coordinated brand experience
20. “…we will provoke conversations and
earn a disproportionate share of
popular culture”
21. What I think
• They are trying to make the old rules of mass
media work in a space where new (social)
rules apply
• “We have to be more niche and focussed and
‘with’ our consumers in more places – so lets
find a way of making lots of niche ads”
• Increase the volume and variety of content,
while finding a way to still have some creative
control (linked storytelling)
22. Other responses
• Solve the scale problem by adding scale to the
brand’s social media presence
• Solve the relevancy problem by hosting
conversations with your target consumers
32. What should they be doing?
“Each day, fans from around the world visit the
page to express their love and share stories
about Coca-Cola, which plays a key role in their
lives. The brand is taking a backseat by joining,
not hijacking, these online conversations.
Doing so shows respect for our consumers and
celebrates their creativity.”
33. My theory
Coca Cola is a huge As a result of this success, people
and successful brand ‘interact’ with Coke on Facebook
?
No evidence to demonstrate Facebook interaction is
how Facebook interaction is therefore a measure of the
creating a brand’s success brand’s success.
The consumer stories are the
end of The Story
34. The Coca Cola Challenge:
how to make the consumer
stories the beginning of
The Story
35. Brand is the centre of Consumer is the
the story centre of the story
Consumers
‘provoke’ the brand
Provoke consumers
Amplify their Brand facilitates
response the behaviour
36. If you wanna be my
lover, you gotta get
with my friends….
What do you think about that
now you know how I feel?
Say you can handle my love are you for real
I won't be hasty, I'll give you a try
If you really bug me then I'll say goodbye
Editor's Notes
Why provoke your consumers – where that cone from? It comes from the fact that Coke are accustomed to being centre stage. But is social, there is no stage. There they are – prancing about – and no-one is looking at them. No one is interested in the conversations they want to have – so they …