How to push the envelope and stand out with what’s next in social content strategy. How many times have you thought about your story arc when planning your content calendar? You’re going to start to when you hear Jason Falls’s latest thoughts on social content strategy. Falls’s ideas have been engineering engaging social content efforts for brands since the early days of social. Join him on a fun and raucous ride through his latest approach of “authoring” a social storyline that keeps your audiences informed, engaged, sharing and wanting more. And yes, he’ll make you laugh a lot along the way.

1. KEYNOTE
Jason Fallsjason@jasonfalls.com
DIRECTOR OF DIGITAL & SOCIAL STRATEGY,
CORNETT
TORONTO, ON ~ MAY 17 – 18, 2018 | DIGIMARCONCANADA.CA
#DigiMarConCanada
Let Me Tell
You a Story …

12. That
One
Post

19. Awful Life
Slave to Step Mother
Gets invited to the ball
Dreams of night out
Goes to the ball
Dances with the prince
CLOCK IS ABOUT
TO STRIKE MIDNIGHT!
Back to awful life
Better because of memory of ball
Prince has to find
the lady for the slipper
They reunite and life
Happily ever after

21. Looking for a car
Learns of JD Power Award
Browses online
Goes through ”build your own”
online experience, subscribes to email
Sees price of
“build your own” version
Puts off further shopping while
saving for the future purchase
Talks to banker friend
about financing; Test
Drives Car
Makes the purchase
and drives away happy!

22. First Contact
Point of Curiosity
Peak of Visualization
Slide of Resistance
Plateau of Indecision
Reigniting of Visualization
The Happy Conclusion
Path of Discovery
Momentum On-Ramp

23. The Point of Curiosity is the moment the customer
learns something about your brand that makes them
want to know more. It could be:
• Recommendation or referral
• Experiencing an advertisement
• Meeting an employee
• Answering a sales call
• Seeing your brand involved in an event
• Driving by your location
• Hearing about you on the news
Point of Curiosity

24. The Path of Discovery is when the consumer’s
curiosity leads them to want to know more about your
brand. Their activity here includes:
• Searching for your product or service
• Exploring your website
• Visiting your retail locations
• Asking family and friends about your products
• Seeking ratings and reviews
• Reviewing Consumer Reports
• And more
Path of Discovery

25. The Peak of Visualization is the point at which the
customer begins to imagine themselves having
purchased your product. Here they can:
• See themselves driving the car
• Living in the house
• Wearing the clothes
• Taking the vacation
• Feeling secure in the investment
• Feel relieved the repairs are done
• And more
Peak of Visualization

26. The Slide of Resistance normally occurs after they’ve
visualized, then asked, “How much is it?” Here they
feel outside stressors about the decision like:
• Not enough cash in hand
• Not enough savings to cushion the purchase
• Changes other expectations for spending
• Consideration from other decision-makers
• Impact on long-term financial goals
• And more
Slide of Resistance

27. The Plateau of Indecision happens when the
customer has put off the decision based on their cost
or commitment hesitation. They know they want the
product or service, but they aren’t convinced they can
afford it or it’s the right purchase for them. Here they:
• May be confident they can’t buy
• But may simply need more information (from
spouse, bank, etc.)
• May lose interest if something else distracts them
or the purchase is significant enough to warrant a
long period of savings
Plateau of Indecision

28. The Momentum On-Ramp is the rekindling of their
enthusiasm for the product or service. They know
they’re going to buy, now it’s just a matter of time and
opportunity. Here they:
• May have learned more information about finances
and be ready to buy
• May have talked themselves into purchasing
despite other objections
• May be in need of the purchase regardless of
rational or irrational need
• Are just waiting on the right moment
Momentum On-Ramp

29. The Reigniting of Visualization is where they return to
the aspirational point of seeing themselves post-
purchase. Here they are ready to buy and just want
to get it over with. They are as excited as they will
ever be about buying this.
• Have the financial aspect worked out
• Know exactly what they want
• Are primed and ready for upsell and post-purchase
engagement (loyalty, warranty, etc.)
Reigniting of Visualization

30. First Contact
Point of Curiosity
Peak of Visualization
Slide of Resistance
Plateau of Indecision
Reigniting of Visualization
The Happy Conclusion
Path of Discovery
Momentum On-Ramp

34. craftsmanship

36. craftsmanship

37. Preview
New Website
Wheatley is the Way
Vodka is Supposed to Taste
Bartender insights,
Awards, Reviews
Cocktail Recipes, Food Pairings
Bars & Store Experiences
Satisfaction of Being
Knowledgeable Vodka Drinker
A Smarter Drinker
Get to Know Brand, Harlen,
Vodka, Craft Process
Home Bar Presence,
Cocktail Orders

38. Preview
Story Hook
Learning/Accomplishment
Review of Learning
How to Apply the Learning
Realization of Benefits
A Better Experience
Discovery
(The Plot Thickens)
Behavior Change

40. Look at your brand.
Define your audience.
Plot their point of curiosity
Map their journey.