In this presentation, Jason Harris (harrisja) provides tips, tricks and methods for building purpose back in to your corporate storytelling methods across multiple social media channels.

1. Smart Brand Social Storytelling
How brands big and small are using social data to make better
business decisions and drive amazing results

2. Jason Harris
Senior Manager of Community and
Evangelism
@harrisja
jharris@sysomos.com
INTROS: JASON HARRIS

3. Corporate Storytelling in
Social Media

4. 4
We often talk of brands rawking social media
But we don’t talk about the brands
that are doing it wrong
We don’t talk about how we
ourselves are doing it wrong.
Let’s talk about how we can
improve
Let’s learn from each other
Let’s have some lightbulb moments

5. Modern Corporate
Storytelling

7. WE’RE DOING IT WRONG
Brands are conducting storytelling in an
incorrect manner.
• We’re marketing like it’s 2004
• We’re talking at people and not to them
• We’re not realizing that a “brand” is not what
you say it is; it’s what they say it is
• We’re not speaking from the customers’
perspective

8. DON’T LET THIS BE YOU

9. Why is your brand on
social?

10. “We want to listen and
know what’s being said
about us online”

11. “We want to ensure our
customers are happy
post-purchase.”

12. “We want to drive
awareness about our
products and services”

13. “We want our existing
customers to feel
appreciated. We want to
fan the flames.”

15. How does your brand or
organization tell its story?

16. • Conversations have moved out
of the marketing department
• You can’t write a story without a
narrative
• Your brand managers who
support channels need
clarification
DEVELOP YOUR POINTS OF
NARRATIVE

17. “When there are different
interpretations of what a
company stands for, there is
danger in generating
contradiction and
dissonance”
- Jeff Gomez
IF YOU DON’T DEFINE NARRATIVE,
BRAND MANAGERS WILL CREATE IT
THEMSELVES

18. • ACTION – Don’t strictly market your key
selling points on social
• BENEFIT – Your customers will relate to
what’s being said on your channels and
they’ll absorb it
• ADVANTAGE – In a scrollable world,
your content will be viewed, clicked on
and shared.
ALIGN TO YOUR CUSTOMERS
POINT OF VIEW

19. USE CASE: CUSTOMERS’ POV!

20. • ACTION – When executed correctly,
video can educate and entertain.
• BENEFIT – Video is the preferred
consumption medium on mobile and
amongst millennials
• ADVANTAGE – Generate buzz
amongst video producers by putting
content production in their hands.
USE VIDEO

21. USE CASE: NOKIA LUMIA ICON VIDEO
CHALLENGE

22. • ACTION – Feature your product being
used by real customers in lifestyle
photos
• BENEFIT – Eliminate the use of stock
images by hiring a savvy photographer
to shoot your customers in action
• ADVANTAGE – Storytelling doesn’t
apply to only your text. Let your images
tell the story too
USING LIFESTYLE IMAGERY

23. USE CASE: STUMPTOWN COFFEE

24. • ACTION – Approach influencers to tell
your story in their way
• BENEFIT – Their audience is instantly
captivated and will help amplify your
campaign
• ADVANTAGE – By giving influencers a
win as well, everyone is happy
USE INFLUENCERS

25. USE CASE: #STYLEDBYGAP

26. Need inspiration? Let’s
talk about other ways to
tell the tale of your brand

27. • Every brand has a captivating story of
how it began
• Tell your audience how those original
values purvey their culture today
• People want the business version of the
Cinderella story
EXPLORE YOUR ORIGINS

28. BEING CREATIVE IN A
REGULATED INDUSTRY

29. • No one tells your brand story better
than real employees telling real stories
• Also, your audience resonates with the
faces of the brand
SHOW REAL PEOPLE FROM
YOUR COMPANY

30. • What’s your company about?
• Do you care for the animals, human
rights or the planet – make it known!
INCORPORATE CORPORATE
VALUES

31. • Want to give your audience a voice?
• Create a channel that’s exclusively user
generated content
• Let them takeover your account for a
weekend or event
PRIORITIZE UGC

32. • Too often, our posts are filled with calls
to action and prompts to do something
else
• Create awareness without selling
• Let your creative juices flow
CHALLENGE: NO CTA, NO
CONVERSION

33. • Try new things
• Try new social networks
• Make it fun
• If it fails, try again
IT’S OK TO EXPERIMENT

34. Let’s talk about
amplification and
Influencers!
Let’s dive deeper

35. • Influencers are quasi-Internet
celebrities who’ve developed an
authoritative voice in any given vertical
• They’re bloggers, YouTubers, writers,
photographers, researchers and
thought leaders
• Their audience sizes can be 5,000 – 5
million.
WHAT IS AN INFLUENCER

36. • Help you launch a product or build
awareness around a campaign/initiative
• They’re looking for the ‘inside’ stories
and want to work with brands
• They’re looking for content and
experiences to share with their
audiences
• They’re likely seeking a value exchange
of some kind
WHY WORK WITH
INFLUENCERS

37. • Metrics are important, but they’re not
everything
• Ensure their editorial style blends well
with your brand
• Evaluate their brand-messages
• Don’t become a part of a crowded mix
VETTING INFLUENCERS

38. • Do your research. Tailor the pitch
• Address your ask early
• Establish the value-add to them
personally and to their audience
• Be prepared for their asks/demands
ESTABLISHING A
RELATIONSHIP

39. • ACTION – Leverage social research to
identify relevant influencers and their
interests.
• BENEFIT – This enables brands to
approach influencers with a relevant
message.
• ADVANTAGE – Convert influencers
into brand advocates.
FIND NETWORKS OF
INFLUENCE

40. • The FTC is cracking down on
influencers, agencies and brands
regarding disclosure
• All types of compensation are being
looked into including monetary,
experiential and ‘free’ products
• When in doubt, disclose. Even when
you’re not in doubt, disclose
IN CLOSING: DISCLOSE

41. QUESTIONS?