Social Media Summit - Social Story Telling w/ Cian Corbett
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At this year's Social Media Summit conference I spoke about the need for companies to live their values through Social Media Content.
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Social Media Summit - Social Story Telling w/ Cian Corbett
- 1. Social Storytelling 11-12 April 2017, Croke Park, Dublin
- 2. “Live the story you want to tell” Social Content and Storytelling Cian Corbett Business Director, Radical
- 3. Point two: Keep it to one line!2 Point one: Keep it to one line!1 Point three: Keep it to one line!3 Key Points: Point 4
- 4. How can we make people think we’re nice?
- 5. Or worse…
- 6. How can we trick people into liking us?
- 7. This isn’t a new phenomenon.
- 9. They’re Grrrrrrrreat! There’s a reason why people buy…
- 11. Explorer Brand behaviour serving as a catalyst for adventure
- 12. Hero Vehicles to prove one's worth through courageous and difficult action, exerting mastery in a way that improves the world.
- 13. Caregiver Protect from harm and help others with compassion and generosity.
- 14. Sage Enable the discovery of truth and use intelligence to understand the world.
- 15. Creator Self-expression and help inspire the creator within us.
- 16. Brands “Live the story they want to tell” ….and they live this through Content
- 17. “Content marketing is the only marketing left” - Seth Godin
- 18. Trust
- 19. 14% Trust
- 20. Trust “Millennials look for relationships that are built around constant transparency. By having an honest conversation with her, she will view your brand as a trusted source and will become a brand advocate, providing recommendations and referrals to friends and family.” MediaPost.com, 2013
- 21. Trust “75% of B2B buyers rely more heavily on content to research and make purchasing decisions than they did a year ago” DemandGen, 2016
- 23. Noise & Clutter 3,000 - 10,000
- 24. Noise & Clutter
- 26. Time-Starved On-the-move Value Exchange Single-minded Crave Connection On-Demand Impatient The attention economy
- 28. The attention economy “We need to stop interrupting what people are interested in and be what people are interested in” - Craig Davis
- 29. Create value, not impressions
- 32. TITLE TIMELINE DISRUPTION TITLE VISUAL POSTS TITLE OPTIMIS ED BLOG TITLE STORY TELLING GRAPHICS TITLEVIDEO TITLE DETAILED THOUGHT LEADERSHIP Engage Educate Link Embeds & Engagement Optimised Articles Social Video Cuts Quotos & Business facts Infographic images & GIFS Reports & Research Findings Sequential storytelling
- 34. Consumer experience is everything Especially when reviewing & approving video
- 35. Consumer experience is everything 81% of Ads play on Mute Unruly, 2016
- 36. Case studies
- 39. Insight 1 17.5% of native Irish born people currently live outside of Ireland. We wanted to reach them with something that emotionally resonates with them all… #teachtabhaile Aer Lingus: #Teachtabhaile
- 40. Insight 2 Almost half of Irish people living abroad don’t make it home for Christmas every year. The campaign insight centered around this statistic and how whilst technology helps to bring people closer, it just isn’t the same as flying home. Aer Lingus: #Teachtabhaile
- 41. Aer Lingus: #Teachtabhaile How do we want the audience to feel? Communicate the extraordinary place Aer Lingus holds in reuniting people over the last 80 years. Place Aer Lingus as first preference for Irish emigrants flying home to Ireland – and flying with Aer Lingus as central to their experience of ‘coming home’.
- 42. Aer Lingus: #Teachtabhaile Results 1,930,262 video views in Ireland, US, Canada & Australia Research Findings: 72% of those surveyed believed they saw it on TV 80% said this content showed Aer Lingus cared about Irish people
- 45. Toyota: #Whatdrivesyou Insight 1 Customers have hopes and dreams that they aspire to and brands can enable these.
- 46. Toyota: #Whatdrivesyou Insight 2 Fans want to see a glimpse of the real person behind the legends
- 47. Toyota: #Whatdrivesyou How do we want the audience to feel? Inspired, Proud and Emotional. Toyota understands my ambitions. Toyota understand Irish ambitions.
- 48. Toyota: #Whatdrivesyou Results 1.2 million views 5.4 million impressions 2.6% Engagement rate
- 51. Spar: Twitter Tree Insight Customers can trust a brand who contributes to the greater good
- 52. Spar: Twitter Tree How do we want the audience to feel? Ownership over a CSR initiative Collaborative with the brand
- 53. Spar Twitter Tree Results 8,000 Tweets 1 million impressions 1,700 Mentions Most Social Conversation over Christmas Ranked highly in B&A Research
- 56. AIB: 360 fan experience
- 57. AIB: 360 fan experience Insight GAA fans don’t see the difference between sponsors while everyone engages them we will immerse them.
- 58. AIB: 360 fan experience How do we want the audience to feel? Proud Energised Emotional Involved - fan first content Respect for the County Championships
- 59. AIB: 360 fan experience Results Reached 81.5% of all GAA fans in Ireland 556,K views in campaign 184,856 minutes viewed by fans in 80 countries
- 60. Relationships with brands aren’t new.
- 61. How we express these relationships is evolving.
- 63. If you want to tell a story then live it through content.