Social media storytelling is an effective branding strategy. Stories should be shared in a way that adds value and entertainment for the audience so they feel motivated to share it themselves. Brands should aim to be like the "wise man" of old who told stories that spread organically. Rather than advertising directly, brands should share content through stories that define them and help nourish relationships with their audience. Integrating social media storytelling across all marketing efforts can help engage audiences and grow a brand's reach beyond those actively consuming traditional media.

1. Social media
storytelling

2. Storytelling builds a brand
Old Spice used storytelling brilliantly…

3. Hello ladies…

4. Look at your man

5. Now back to me

6. Now back at your man

7. Now… Back to me!

8. I’m on a horse

9. Broadcasting in 2014
• Radio is more digital than ever
• Commercial radio is now a multimedia
platform
• Radio apps
• Digital listeners are increasing –
desktops – tablets and mobiles
• Websites are hugely important to a
radio station

10. Social media is not broadcasting!

11. I want to tell you a story…

13. Storytelling is not new
• Social media is not new
• Tribes would share stories
• A wise member would tell stories
• Wise man – listeners - listeners become
story tellers – their listeners become story
tellers
• Old school social media

14. Advertising tells a story

15. Advertising became the wise man
• They owned the content
• No one shared it, they just listened
(watched)
• People bought into their storytelling
• People bought their product
• Simple then...?

16. But people don’t trust ads anymore
• Door-to-door sales
• Death of TV ad breaks – Sky+ record
• Junk mail
• Email spam
• Selling on social media doesn’t work
• Storytelling still works

17. We’re back to the start
• Now we’ve come full circle
• Your (social media) stories need to be the
fittest not the richest!
• Be the wise man, not the advertiser
• Share stories that carry with your audience
• Share content that they will want to share
with their audience

18. Why people share
• To bring valuable and entertaining content
to others
• To define themselves to others
• To grow and nourish relationships
• To get the word out about causes and
brands they care about
Source: The New York Times

19. Always ask yourself:
• How does this add value for our audience?
• How will this help or entertain them?
• Why are you sharing it in the first place?
• Why will they share it?

20. What’s best?
• A news report shared on social media
• Or a cat video?

21. Images and video
• Social media doesn’t have to just evoke
imagination – add images and paint the
story
• Video and image lead social media are
driving the growth. Pinterest has the
largest growth
• YouTube is the second largest search
engine in the world

22. Ladies and gentlemen, we give
you one of the most popular
images ever tweeted…

25. Phone calls are radio gold…
• … but tweets go to audiences that aren’t
listening – more social proof!
• Ask questions on Twitter
• Encourage interaction long after the show’s
ended
• Follow back!
• Follow local businesses – search Twitter
• Share your Twitter handle on all your
marketing and your shows

26. Listener numbers are important…
• … but Facebook likes are fans
• Create Facebook competitions lead by on-
air features
• Facebook needs traffic pushing to it
• Facebook is the number one platform but
not as open as it was
• Engagement is key. Keep informational
sales posts to a minimum

27. Facebook quiz
What’s changed about Facebook for brands
recently?

28. Integrate it all
• On air chat = Twitter summary tweet
• One air feature = Facebook post and
questions
• Outside broadcast = live tweeting and
Facebook summary and album
• Think about how you can integrate
EVERYTHING you do with social media
• Tell your story

30. Social media done well..
Brace yourselves…

32. 1,437 shares

34. Social media done… not so well
News: Something has happened. Here it is.
No need to comment, just read it and skim
past.

35. Or…
Coming up in this morning’s show:
Something, something else and this. No
need to comment, just read and skim.

36. Or even…
We’re running a competition: Just text us on
this number and don’t whatever you do
comment here, interact with us on Facebook
or tweet us.

37. What’s the difference?

39. Nearly there…

41. Listeners only listen for about 20
minutes? (on avg.)
• Social media is 24/7
• Fans on Facebook will interact when they
get to the office
• Twitter followers will RT and reply even if
they’re not listening – Free Radio Phantom
• Social media connects your audience long
after they turn off the radio

42. A good story teller doesn’t own
the content; they share content
for others to share

43. The bad news…

45. Questions?

46. Thanks for listening!
Twitter: @SocialMediaTodd
Facebook: JosCorrectionalFacility
YouTube: #ToddsTips
Email: Todd@jcfacility.co.uk
Web: www.jcfacility.co.uk