Containing: - Storytelling: why we love it - Numbers of growth of social networks and the new rules of engagement - Case stories: Dell, Ford Fiesta, Pepsi Refresh Project, Levi's Go Forth, Akzo Nobel Let's Colour, Yellow Pages Hidden Pizza, Toms Shoes & Eyewear Please DO share your thoughts: www.indegarage.nl @tweedejansteen

1. @tweedejansteen
#greenhouse

2. So? What’s the magic?
The impact of storytelling in a
connected world
@tweedejansteen
#greenhouse

3. me?

4. Yvette Pasman
‘Garage’ owner

5. adding value

6. focus in 2009

7. @duchennepp

8. my own heroes

9. why do we tell and like stories?

10. We want to be heard and seen!

11. We search for new ways to connect

12. Feminine values grow stronger
http://justienmarseille.wordpress.com/2007/10/10/7-stellingen-over-de-feminisering-van-de-maatschappij/

13. Stories add purpose and
meaning to our lives

14. Stories help to give structure and
support. They help you to make choices

15. We love to feed ourselves with new
stories, with different layers and
dimensions.
Obama‟s victory speech referred to the 100 yrs history of
America, referred to Gospel songs, to heroes like Marten Luther
King, affects mutual norms and values because referring to “we as

16. New media continuously
change the way we tell and
share stories.

17. ongoing
interaction
always and
everywhere

18. We are „always on‟
By KPN Hi – Commercial Vrienden staan nooit
uit

19. 3 yrs
3.000.000.000 images on Flickr
Flickr in 24hrs – all printed and dumped in FOAM. Exhibition 'What's
Next„ by Erik Kessels (2011)

20. Every day more than 3 billion video‟s
being watched on YouTube..

21. YouTube users alone
upload more than
48hrs worth of video…
EVERY MINUTE!
http://www.youtube.com/watch?v=CNSaurw6E_Q

22. < 2 yrs / 30 mln users in for
mobile picture sharing
http://bit.ly/I2Ofj6

23. Pinterest!
< 2 yrs
< more referral traffic
than LinkedIn +
YouTube + Google+
< NL 34th best visited
website

24. Facebook… a country as
big as Europe
By Akexabder Higgens Puera del Sol

25. 21mln mobile
phones, on 16mln
Dutchies 
http://discovermobilelife.com/

26. 35% uses apps before
they even got out of bed
(facebook, twitter, weeronli
ne, teletext…)
http://bit.ly/lCeDtB

27. Every 6,5 minutes we
check if we missed a
call, text, Whatsapp or FB
message…

28. And... 30% from the world
population is 30yrs –
Social and mobile media are
no „media‟ to them

29. And what‟s more… we
antropomorph these
machines…
http://bit.ly/JZDK3j

30. Stories broaden
they are not just spoken words,
written words.
They are
images, videos, pictures, sketch
es, music, likes, pins, badges etc

31. So, if we want to make
people talk (or take a pic, a
video, like etc) …

32. We need to know what
makes people tick..

33. You need to know which
ingredients make a great story
for your consumers..
Source: Social Media Consumer Survey (January 2011), n=3,019

34. And what social status you can
add to!

35. And … in which way your
consumer is connected.
Sometimes a simple
questionnaire will do…

36. Realize that 80 to 90% of the real
conversations are offline… and not
online!
bron: Conversation Manager

37. People trust people „like
them‟. Tap into that…

38. 37.000.000 conversations
are about brands

39. So it‟s quite important for a brand to
suggest the right stuff to talk about…
By TOMS

40. Dell decisions based on „return per referral‟
http://onforb.es/s4mj9l

42. Ford Fiesta achieved the same level of brand recognition with social
media, with 10% of the costs, as a TV ad
http://bit.ly/clEjXB

43. We love a little magic

44. Why i find the Levi‟s Go Forth campaign a
wonderfull story, but a crapy campaign
http://wp.me/pm0Pf-61
http://bit.ly/qzE4TX

45. And the Pepsi Refreshing Project is a much
better example http://wp.me/pm0Pf-61
http://www.hugeinc.com/casestudies/pepsi

46. Volkswagen Fun Theory – Storytelling taken
a step further with this initiative
http://wp.me/pm0Pf-61
http://www.youtube.com/watch?feature=player_embedded&v=0AbQSE4ZKvk

47. KLM Acts of kindness. A great story – KLM
making a real effort, stretching their
contact with their customers, and a great
follow up in media http://bit.ly/dNBOji

48. Yellow Pages – Hidden Pizza story A great
example of tapping into the „being in the
know‟ status of connected people (“i know
this great place…”) http://bit.ly/o5o79s

49. In stead of telling people you are a great friend. It‟s better to let them
experience that through meaningfull interactions. Akzo Nobel Let‟s Colour
– Adding direct value to peoples lives. Great use of social media
(flickr, youtube). Growing the story from small to a bigger long term
campaign.. http://bit.ly/bRcnAF

50. TOMS … The ONE FOR ONE movement.
A great example of consumer generated
stories, “The proof of the pudding is in
the eating”

51. More importantly: let your
„tribe‟ always in on your
activities.
Let THEM create their
stories about your brand

52. And feed them with new perspective… new stories. Which the
consumers/fans/ambassadors create, with a little help of TOMS. Taking the
story further than just shoes. Building the brand story on new initiatives
(and products, and stories) http://www.youtube.com/tomsshoes

53. And Lead the way! (as
a brand)

54. So… what’s the magic mix to
make your story social?
It’s not about you. It’s about your current consumers and potential consumers. Tap into their
thoughts and needs. Realize that your brand is not the logo. Your brand is what consumers make of
it. THEIR thoughts, gut feeling and emotions tell you what your brand is. Use their gut feeling, their
ambitions, status needs, conversations. And give them something to talk about. Let them do the
magic.
Create (eye)candy. Storytelling is not only words, but
images, sounds, events, likes, listing, mapping, badging.
Give, give, give. Define your promoters and make them superpromoters by giving them things to
share, something worthwhile, something that creates a stage for them. Add some value to ones
lives, not only try to ‘get’ something out of it, and you will get something back.
Don’t start the discussion about loyalty versus sales campaigns. Social storytelling is beyond that
discussion, it’s the glue that makes it all stick.
Just do it. Be personal. Don’t think too much. Let the magic happen in the action.

55. Feedback? Yes please!
yvette@indegarage.nl
@tweedejansteen