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Storytelling vs. Creating Stories: How to Increase Reach and Engagement on Facebook
1. Storytelling vs. Creating Stories:
How to Increase Reach and Engagement on Facebook
Lisa Grimm | @lulugrimm
Director, PR and Emerging Media at space150 | space150
@lulugrimm | @space150 | #smx #11A
2. Facebook is a TACTIC
@lulugrimm | @space150 | #smx #11A
3. Facebook is a piece of a large digital and
social ecosystem that enables brands to
connect consumers to their stories. As you
should in all you do, leverage Facebook to
tell your story with:
• Purpose and Intent (strategy)
• Seek to connect with the consumer, and
• Create avenues (valuable content) for the the
customer to participate in and influence your story in
real time
• In essence, be human!
@lulugrimm | @space150 | #smx #11A
4. Industrial Era = Static Stories
Key Disseminate
Audience Media Content
Messages Message
• Content Static and/or
• Product one-way
• Customer Service communication
Owned
• Print • PR
• Broadcast Paid Earned
@lulugrimm | @space150 | #smx #11A
5. Digital Era = Dynamic Storytelling
Key Disseminate
Audience Media Content
Messages Message
• Content Dynamic
• Product and/or two-
• Customer service way and real-
• Web time; your
• Mobile currency and
• Email opportunity
• Employees
Owned
• Print/Broadcast • PR
• Banners • Social
• Social Ads • User-generated content
Paid Earned
• SEO/PPC • Direct to brand
• Brand mentions (social
@lulugrimm | @space150 | #smx #11A listening)
6. Story: a specific structure of narrative with a
specific style and set of characters and which
includes a sense of completeness.
Storytelling: A central, unique aspect of
storytelling is its reliance on the audience to
develop specific visual imagery and detail to
complete and co-create the story. Storytelling is a
process, a medium for
sharing, interpreting, offering the content and
meaning of a story to an audience.
Source: National Storytelling Association @lulugrimm | @space150 | #smx #11A
7. Understand your story so you can start TELLING it
This Not this
Why am I? What am I? Who am I?
• What do we • Product/S • Brand
believe? ervice
@lulugrimm | @space150 | #smx #11A
8. • What do/don’t you stand for?
Social Strategy • Why, what and who am I/are we?
Goals
• Reverse engineer,
• Revisit Brand Identity place desired
objectives; did outcome first
you meet [Purpose/Mission]
Objectives
targets?
• Increase reach
• What
• Growth
qualitative Goals/
• Engagement
learnings were Objectives/
Measurement
there? Strategies/Tactics • Drive traffic to owned
platforms
Owned Strategies
• Action plan to reach
• Web
objectives
• Mobile
Multi-channel Editorial Essence Tactics
• Email • Content
Execution +
• Product Planning Content Strategy • PR/Communication
Earned/Shared plan
• PR • Campaigns
• Brand style guide
• Social
• Content strategy
Paid
• Owned (branded content)
• Print/Broadcast • Campaigns (campaign collateral)
• Banners • UGC (how will UGC be leveraged?)
• Social Ads • Curated (how can we organize content
• SEO/PPC • Editorial calendar
9. How to start TELLING your story: CONTENT
Brand Style Guide Content Themes + Execution Plan
• Voice + Tone Strategy • Editorial Calendar
• Creative • Owned Content • Asset
• SEO • User-Generated Creation/Development
• Brand guidelines Content (UGC) • Channel Deployment
where applicable • Curation
• Campaigns
• Partnership content
@lulugrimm | @space150 | #smx #11A
10. A component of a large ecosystem: CONTENT HUB
Build a strong content
foundation on your owned
channels so that you can
easily repurpose and/or
Website Facebook
create and share branded
content on Facebook.
@lulugrimm | @space150 | #smx #11A
11. • Images with text overlay
Content Categories •
and link
Video
• Company/product news
Branded • Behind-the-Scenes
Content • Thought Leadership
• Promotions/deals
• Fan feedback, positive
and negative
Curation (choosing
content and organizing Align campaign goals and
based on subject/genre) Curated
Content Facebook Campaigns content to Facebook in an
is an amazing tactic for interactive way
many. Content production
can be challenging, so
use others’ content Define community engagement
(always with proper
strategy
attribution) to involve User-
Generated • Apply voice and tone
the broader community Content • Set community rules and
expectations
• Plan for how you may leverage
user comments as both a way to
recalibrate overall strategy, but
to repurpose as content on
Facebook
12. What makes a successful story on Facebook?
Source: NPR “What makes a successful story successful story on Facebook” on All Facebook | Photo cred: Russ Gossett
@lulugrimm | @space150 | #smx #11A
14. • Daily Twist
Oreo’s Approach • Recipes
• Daily Twist • Cookie Art
• Daily Twist Tumblr Pinterest
• Facebook
apps mostly
mirror site • Daily Twist
content idea
• Fill in the generation
Blank Facebook Twitter • Broadcast
• UGC • Brand
• Brand Website Integrations
Integrations
CONTENT: Moments Gallery | Birthdays | Games | Ambassadoreo | Daily Twist | Cookie Creations
Oreo has a multichannel approach and execution:
• Nabiso.com and Kraft.com are the hub of content; content is repurposed in social and
drives to the site
• Facebook applications are an extension of their .com apps and activity, with the
exception of a few
• This integrated campaign is rooted in Oreo’s centennial and celebrating the kid inside
15. The Foundation: Celebrating the kid inside
In addition to celebrating its 100th birthday, Oreo reinforces its
mission to make life a little less serious by celebrating the kid
Inside. This is present in every piece of content produced by Oreo.
@lulugrimm | @space150 | #smx #11A
16. • Moments Gallery
Share an OREO moment
Brands.Nabisco.com/Oreo showing how you let your
inner kid loose.
• Birthday of the day
• Lady Antebellum birthday
notes
• Oreo Arcade
• Ambassadoreo
• Daily Twist
• Recipes
@lulugrimm | @space150 | #smx #11A
20. Facebook Apps
All site content is hosted here with several Facebook native apps that are
focused on multicultural
@lulugrimm | @space150 | #smx #11A
21. Daily Twist
100-day campaign that leverages pop-culture, trends and UGC to inspire its
cookie riff that is published and Nabisco.com and shared multi-channel
(Twitter, Facebook, Pinterest and Tumblr).
@lulugrimm | @space150 | #smx #11A
22. Facebook is a piece of a large digital and
social ecosystem that enables brands to
connect consumers to their stories. As you
should in all you do, leverage Facebook to
tell your story with:
• Purpose and Intent (strategy)
• Seek to connect with the consumer, and
• Create avenues (valuable content) for the the
customer to participate in and influence your story in
real time
• In essence, be human!
@lulugrimm | @space150 | #smx #11A
Marketers thought they could hop on and start producing the same old crap and get somewhere.Part of an ecosystem that must have a strategy rooted in vision and purpose in order to be most effective. Facebook is a tactic, not a strategy. It’s a tactic; a channel in which we’re able to actualize a prong of our mar commstartegy.
While Facebook is a large piece of the social media market share, it’s not a silver bullet to solve your business challenges and it’s not a place you can treat like we’ve treated Internet marketing. It is a place where we may not need to earn a like, but we must earn the continued like, engagement of our community. Facebook is a great place, the most powerful social network today, however it is part of a much larger digital ecosystem, that if not built and planned for properly will never become what it could be. If you haven’t done the strategic ground work, it’s going to be difficult for you to build an engaged audience on Facebook, or any other social network. If you don’t care about your community, it’s shows and will be that much harder to pretend like you do. Therefore, you will likely never acquire the reach and engagement without paying for it and even then you must have engaging content.
Linear. One-way.Measure.Rinse and repeat.a specific structure of narrative with a specific style and set of characters and which includes a sense of completeness.
A central, unique aspect of storytelling is its reliance on the audience to develop specific visual imagery and detail to complete and co-create the story. Storytelling is a process, a medium for sharing, interpreting, offering the content and meaning of a story to an audience.
How many of you believe that Facebook is a place where you can tell stories, not just create and publish them? As practitioners, I think we are all good at creating stories, but we’re not necessarily good storytellers. Story: a narrative account of real or fictional eventsStoryteller: someone who tells the story
This is all of your strategy that hopefully ladders up to business objectives. If you don’t have these things outlined, don’t start with Facebook. Often times I’m baffled by the lack of thought and strategy of an organization. Many are unclear of what they stand for, why but think it will be simple to articulate and emulate elsewhere. This isn’t how it works today.
A layer over mar comm objectives
Once you’ve laid a foundation, which will largely determine your direction on Facebook, then build a content strategy that organizes your approach and how you’ll create, produce and publish your content. Because Facebook is a dynamic medium, determine how the UGC will play into your owned content. What is your CS and how will you participate in UGC?
Owned and static to dynamic… YOU SHOULD OWN YOUR CONTENT AND LEVERAGE THE DYNAMIC NATURE OF SOCIAL TO HELP SHAPE IT
The baffling thing to me about Oreo’s killer digital marketing strategy is how many people have labeled it their “Facebook strategy.” We often make the mistake at looking at the bright and shiney objects instead of looking further into form and functionality. Oreo is a perfect example. Everything they’re doing drives to Kraft of Nabisco’s websites and they’re using social and content to drive the traffic.
Kraftfoods.com hosts all Oreo recipes and drives there.
Honor daily birthday, which can be entered through a Facebook app.
Fill-in-the-blank, conversations between milk and cookie, recipes, drive to their apps and brand integrations (Walmart and mint oreo), fan comments and ideas, and more!
Mimic site apps with the exception of a few.
While Facebook is a large piece of the social media market share, it’s not a silver bullet to solve your business challenges and it’s not a place you can treat like we’ve treated Internet marketing. It is a place where we may not need to earn a like, but we must earn the continued like, engagement of our community. Facebook is a great place, the most powerful social network today, however it is part of a much larger digital ecosystem, that if not built and planned for properly will never become what it could be. If you haven’t done the strategic ground work, it’s going to be difficult for you to build an engaged audience on Facebook, or any other social network. If you don’t care about your community, it’s shows and will be that much harder to pretend like you do. Therefore, you will likely never acquire the reach and engagement without paying for it and even then you must have engaging content.