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Storytelling
The next wave of social media
                   marketing
    Presented by @MarkWilliams &
                  @CarriBugbee




                  #storytell #sxsw
#storytell #sxsw
About @CarriBugbee
• Join @PeggyOlson’s creative team (new
    saga!) at Bit.ly/TeamPeggyList
•   Social TV explorer, social media
    marketing strategist & speaker;
    advertising/PR pro
•   Social TV columnist/analyst & editorial
    board member of
    TheSocialMediaMonthly.com
•   Contributing author: ―The Big Book of
    Social Media Case
    Studies, Stories, Perspectives”
•   @socialTVtrends, @PeggyOlson, @JazzC
    rowd
•   Bio & other profiles (G+):
                                              #storytell #sxsw
    CarriBugbee.com
About @MarkWilliams

• Director of Social Strategy & Content
  Programming, LiveWorld
• Theater Actor, Director and Producer

• ―Forest Gump‖ of social media

• BA in History, MFA in Theater

• Travel in 6 continents, 50 states       Client history includes:
                                          •   Kraft
• facebook.com/mark.williams2                 Foods, HBO, MINI, QVC, S
                                              print, TJX, a major sports
                                              league and…
• mark@liveworld.com                      •   #1 retailer in the world
                                          •   #1 CPG
                                          •   #1 Travel & Financial
                                              Services
                                          •   #1 and #2 Pharmaceutical
                                                        #storytell #sxsw
Workshop Agenda

• Introduction (15 min.)
• What is Social Storytelling and Who Is Doing It? (30 min.)
• Break (10 min.)
• Developing A Storytelling Framework/worksheets (35
  min.)
• Freightliner video (5 min.)
• Break (10 min.)
• Audience Participation – Lightening Round! (35min.)
• Social Samba (5 min.)
• Wrap up (5 min.)
                                              #storytell #sxsw
Workshop Agreements

1. Be Kind FrieNDA

1. The Timekeeper Rules

1. You Know When The Break Is   FIVE

2. Have Fun and Participate

3. The Timekeeper Rules


                                #storytell #sxsw
Why Are You Here?


              #storytell #sxsw
Social ―Engagement‖ Has Come To T




                          #storytell #sxsw
And this?




            #storytell #sxsw
And still more like this?




                        #storytell #sxsw
Until We End Up With This.




                        #storytell #sxsw
Storytelling has always been at
     the core of smart marketing
―It's not called the
Wheel. It's called a
Carousel. It lets us
travel the way a
child travels.
Around and
around, and back
home again... to a
place where we
know we are
loved.‖
     - Don Draper

                             #storytell #sxsw
And Still Is Today




                     #storytell #sxsw
This is the Next Wave
Social storytelling:

• Includes customer stories as part of the brand
  story
• Conveys brand attributes in a more memorable
  context
• Entertains customers and keeps them interested
• Teaches and educates in a fun, non-preachy way
• Inspires customers to spread the word about you
• Builds fans and advocates
• Maybe even goes vir… (the marketing tactic that
  must not be named!)                     #storytell #sxsw
Share What We See

        Offer A Path

Inspire Your Next Step


                         #storytell #sxsw
What Is Social
StoryTelling?
(and who is doing it well?)



                         #storytell #sxsw
Case Study: Old Spice
with special guest Dean McBeth
  Formerly senior digital strategist at Wieden+Kennedy
Now SVP of digital strategy and content at Ketchum Digital




                                                  #storytell #sxsw
Old Spice guy started in a ―super
bowl‖ commercial (actually just on the
               Web)




                               #storytell #sxsw
Old Spice on
   Twitter




               #storytell #sxsw
Old Spice on Youtube




                       #storytell #sxsw
Old Spice on Facebook




                        #storytell #sxsw
Old Spice Website




                    #storytell #sxsw
Top 10 Tips for Social Storytelling
1. Customer comments/actions will guide good story
   ideas
   •   What are customers are doing/saying now? Expand on
       that.
   •   Even negative comments can inspire ideas.
2. Social stories are often non-linear
   • You may have to work hard to maintain a consistent thread
     and story arc; people in social spaces are ADHD.
   • People will pop in and out; look for ways to pull them back
     in.
3. Stories should be both structured and
   improvisational
   •   Create a plan, but know some of it will change.
   •   Pay attention to what people like and do more of that.
   •   Respond in the moment to create surprise and delight. #sxsw
                                                       #storytell
Top 10 Tips for Social Storytelling
4. Use each social media platform to its best advantage
   • Create stand-alone platform experiences that are
     enhanced by cross-platform participation.
   • Need team members who really know your platforms—
     technical and community expertise.

5. Give people something to do—and reward them
   •   Build in incremental payoffs along the way.
   •   People want to know how hard they’re going to work and
       what they’ll get for their time.

6. Highly visual
   •   Tell your story in pictures as well as words.
   •   You can even tell a story with just pictures (or video).
                                                         #storytell #sxsw
Top 10 Tips for Social Storytelling
7. Focus on share-ability
   • Create moments that’ll make people want to spread your
     content.
   • Incorporate the right tools to do this (obvious and easy to
     use).
8. Use data to personalize the experience
   • Track what people like and what they say.
   • Gather social data via authentication tools and apps.
9. Track your biggest fans—pay it forward & give back
   • They’ll help seed your content & be your champions.
   • They might also be your test group.
10. No storytelling talent on your team? Get outside
   help—and develop internal team (may take awhile)
   •   Hire experienced writers/storytellers for project work.
                                                        #storytell #sxsw
Fans got the ball rolling




                            #storytell #sxsw
Other fans thought it was a ―real‖
            campaign




              “…now it looks like the show's
              marketing team has stepped up the
              game again by really jumping into
              the social media space.”
MadMenYourself.com




                     #storytell #sxsw
Brand-
enabled
UCG for
Mad Men




          #storytell #sxsw
Brand-enabled UCG
(In response to user-initiated events)




                                         #storytell #sxsw
Mad Men partnered with Banana
          Republic
    Fashion as transmedia




                         #storytell #sxsw
Break
(10 min)




           #storytell #sxsw
StoryTelling Building
Blocks
What do you need to tell a
story?




                             #storytell #sxsw
Elements of a Story
       (check out pages 4-8 in the handout)




            Resolution
                    &
           Denouement

    Time Limits | Rising
    Action
  Initiating Action |
  O b s t a c l e s
Characters | POV | Objectives
                                              #storytell #sxsw
Three Ridiculously Easy Ways
  To Improve Your Brand Story NOW


• Change Your Perspective: It’s About
  Customers, Not You

• Weave a Theme into your Messages to Create an
  Arc

• Incorporate Fan Responses to Advance the Story

                                         #storytell #sxsw
Five Elements To Telling Any
           Story
1. A Character We Identify With
2. Context For The Story
   • Place – literal, channel/medium (text, images,
      video)
   • Time
   • Relationship With Another Character
3. A Challenge To Overcome
4. A Story Arc with an Ending

                                          #storytell #sxsw
Why Do People Participate In Social Netw


            • To Express Themselves

            • To Connect With or Make Friend

            • To Gain Attention

            • To Gain Status

                                  #storytell #sxsw
A Short Brand Story…




                   #storytell #sxsw
Let’s Break It Down

1. Who Is The Character We Identify With?
2. What Is The Context For The Story?
    • Place -
    • Time -
    • Relationship With Another Character –
3. What Challenge To Overcome?
4. Is There A Story Arc with an Ending?
5. Is It A Social Story?

                                          #storytell #sxsw
Worksheets
  (30 minutes)




                 #storytell #sxsw
Platform strengths & usage opps
               (online)
1. Facebook
  A.   Big audience potential
  B.   Multi-media—video, photos, interactive apps
  C.   Offline component—events, check-ins, deals
  D.   Threaded conversations
  E.   Robust advertising platform
  F.   Real people with mostly symmetrical relationships

2. Twitter
  A.   Discovery—people can find like-minded people and topics of
       interest
  B.   Tagged conversations—hashtags make it easy to find/track
       info
  C.   Trends—organic and paid
  D.   Brevity
                                                      #storytell #sxsw
  E.   Becoming multimedia (nascent with video, aka Vine)
Platform strengths & usage opps
                  (online)
3. Pinterest
     A.   Visual
     B.   Heavily skewed female (fashion, beauty, weddings, gifts)
     C.   Aspirations, interests and hobbies
     D.   Topic-based
     E.   Self-branded identities

4.    Location-based apps (FourSquare, etc.)
     A.   Geo-targeted campaigns/activities
     B.   Distribution to other social channels
     C.   Mapping
     D.   Augmented reality (with third-party add ons)
     E.   Tips and reviews

                                                          #storytell #sxsw
Platform strengths & usage opps
              (online)
5. Instagram
  A. Creative and playful
  B. Highly mobile
  C. Time and place (easy to track)

6. LinkedIn
  A. B2B focus
  B. Other ideas?

7. YouTube (and other video sites)

8. Blogs (on domain)

9. Owned communities

10. Branded mobile apps
                                      #storytell #sxsw
Case Study: Freightliner
with special guest Tom Bennett
    Formerly sr. strategist at The New Group
     Now strategy consultant with XPLANE




                                               #storytell #sxsw
Case Studies




               #storytell #sxsw
Case Studies




               #storytell #sxsw
                     #storytell #sxsw
Case Studies




               #storytell #sxsw
Case Studies




               #storytell #sxsw
                     #storytell #sxsw
Break
(10 min)




           #storytell #sxsw
Lightening Round/Breakout!
           (35 min)




                      #storytell #sxsw
MINI USA: Identity Converges

                                      • ―Not normal‖
                                      • Brand built
                                        around shared
                                        customer
                                        stories
                                      • Wedding
                                        photos
                                      • Car as profile
                                      • FB timeline
                                        app



    http://www.minispace.com/en_us/      #storytell #sxsw
Case Study: Norton
with special guest Aaron
        Williams
   CEO and founder of SocialSamba




                                    #storytell #sxsw
Social Storytelling
we turn characters into social ―friends‖ that fans love to engage
Norton’s
Cybergeddon
Saga:
http://bit.ly/Nort
onCyber
Deep Engagement:
•   9.98 min / visit
•   2.82 visits / unique
•   32% referral traffic
•   7,171,626 in-story comments

                            2012 Emmy Nominee
Productive Customers        Interactive Television
                            Programming




                                       SocialSamba Inc.
                                       The Leader in Social Storytelling
                                       www.socialsamba.com

                                       Aaron Williams
                                       Co-Founder, CEO
                                       p: 408-337-2622
                                       e: aaron@socialsamba.com
Three Things To Remember


1. It’s an EVOLUTION, not a revolution

2. Give people something to do and reward
   them.

3. Plan to adapt: listen, respond and react.


                                   #storytell #sxsw

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Sxsw social storytelling presentation

  • 1. Storytelling The next wave of social media marketing Presented by @MarkWilliams & @CarriBugbee #storytell #sxsw
  • 3. About @CarriBugbee • Join @PeggyOlson’s creative team (new saga!) at Bit.ly/TeamPeggyList • Social TV explorer, social media marketing strategist & speaker; advertising/PR pro • Social TV columnist/analyst & editorial board member of TheSocialMediaMonthly.com • Contributing author: ―The Big Book of Social Media Case Studies, Stories, Perspectives” • @socialTVtrends, @PeggyOlson, @JazzC rowd • Bio & other profiles (G+): #storytell #sxsw CarriBugbee.com
  • 4. About @MarkWilliams • Director of Social Strategy & Content Programming, LiveWorld • Theater Actor, Director and Producer • ―Forest Gump‖ of social media • BA in History, MFA in Theater • Travel in 6 continents, 50 states Client history includes: • Kraft • facebook.com/mark.williams2 Foods, HBO, MINI, QVC, S print, TJX, a major sports league and… • mark@liveworld.com • #1 retailer in the world • #1 CPG • #1 Travel & Financial Services • #1 and #2 Pharmaceutical #storytell #sxsw
  • 5. Workshop Agenda • Introduction (15 min.) • What is Social Storytelling and Who Is Doing It? (30 min.) • Break (10 min.) • Developing A Storytelling Framework/worksheets (35 min.) • Freightliner video (5 min.) • Break (10 min.) • Audience Participation – Lightening Round! (35min.) • Social Samba (5 min.) • Wrap up (5 min.) #storytell #sxsw
  • 6. Workshop Agreements 1. Be Kind FrieNDA 1. The Timekeeper Rules 1. You Know When The Break Is FIVE 2. Have Fun and Participate 3. The Timekeeper Rules #storytell #sxsw
  • 7. Why Are You Here? #storytell #sxsw
  • 8. Social ―Engagement‖ Has Come To T #storytell #sxsw
  • 9. And this? #storytell #sxsw
  • 10. And still more like this? #storytell #sxsw
  • 11. Until We End Up With This. #storytell #sxsw
  • 12. Storytelling has always been at the core of smart marketing ―It's not called the Wheel. It's called a Carousel. It lets us travel the way a child travels. Around and around, and back home again... to a place where we know we are loved.‖ - Don Draper #storytell #sxsw
  • 13. And Still Is Today #storytell #sxsw
  • 14. This is the Next Wave Social storytelling: • Includes customer stories as part of the brand story • Conveys brand attributes in a more memorable context • Entertains customers and keeps them interested • Teaches and educates in a fun, non-preachy way • Inspires customers to spread the word about you • Builds fans and advocates • Maybe even goes vir… (the marketing tactic that must not be named!) #storytell #sxsw
  • 15. Share What We See Offer A Path Inspire Your Next Step #storytell #sxsw
  • 16. What Is Social StoryTelling? (and who is doing it well?) #storytell #sxsw
  • 17. Case Study: Old Spice with special guest Dean McBeth Formerly senior digital strategist at Wieden+Kennedy Now SVP of digital strategy and content at Ketchum Digital #storytell #sxsw
  • 18. Old Spice guy started in a ―super bowl‖ commercial (actually just on the Web) #storytell #sxsw
  • 19. Old Spice on Twitter #storytell #sxsw
  • 20. Old Spice on Youtube #storytell #sxsw
  • 21. Old Spice on Facebook #storytell #sxsw
  • 22. Old Spice Website #storytell #sxsw
  • 23. Top 10 Tips for Social Storytelling 1. Customer comments/actions will guide good story ideas • What are customers are doing/saying now? Expand on that. • Even negative comments can inspire ideas. 2. Social stories are often non-linear • You may have to work hard to maintain a consistent thread and story arc; people in social spaces are ADHD. • People will pop in and out; look for ways to pull them back in. 3. Stories should be both structured and improvisational • Create a plan, but know some of it will change. • Pay attention to what people like and do more of that. • Respond in the moment to create surprise and delight. #sxsw #storytell
  • 24. Top 10 Tips for Social Storytelling 4. Use each social media platform to its best advantage • Create stand-alone platform experiences that are enhanced by cross-platform participation. • Need team members who really know your platforms— technical and community expertise. 5. Give people something to do—and reward them • Build in incremental payoffs along the way. • People want to know how hard they’re going to work and what they’ll get for their time. 6. Highly visual • Tell your story in pictures as well as words. • You can even tell a story with just pictures (or video). #storytell #sxsw
  • 25. Top 10 Tips for Social Storytelling 7. Focus on share-ability • Create moments that’ll make people want to spread your content. • Incorporate the right tools to do this (obvious and easy to use). 8. Use data to personalize the experience • Track what people like and what they say. • Gather social data via authentication tools and apps. 9. Track your biggest fans—pay it forward & give back • They’ll help seed your content & be your champions. • They might also be your test group. 10. No storytelling talent on your team? Get outside help—and develop internal team (may take awhile) • Hire experienced writers/storytellers for project work. #storytell #sxsw
  • 26. Fans got the ball rolling #storytell #sxsw
  • 27. Other fans thought it was a ―real‖ campaign “…now it looks like the show's marketing team has stepped up the game again by really jumping into the social media space.”
  • 28. MadMenYourself.com #storytell #sxsw
  • 29. Brand- enabled UCG for Mad Men #storytell #sxsw
  • 30. Brand-enabled UCG (In response to user-initiated events) #storytell #sxsw
  • 31. Mad Men partnered with Banana Republic Fashion as transmedia #storytell #sxsw
  • 32. Break (10 min) #storytell #sxsw
  • 33. StoryTelling Building Blocks What do you need to tell a story? #storytell #sxsw
  • 34. Elements of a Story (check out pages 4-8 in the handout) Resolution & Denouement Time Limits | Rising Action Initiating Action | O b s t a c l e s Characters | POV | Objectives #storytell #sxsw
  • 35. Three Ridiculously Easy Ways To Improve Your Brand Story NOW • Change Your Perspective: It’s About Customers, Not You • Weave a Theme into your Messages to Create an Arc • Incorporate Fan Responses to Advance the Story #storytell #sxsw
  • 36. Five Elements To Telling Any Story 1. A Character We Identify With 2. Context For The Story • Place – literal, channel/medium (text, images, video) • Time • Relationship With Another Character 3. A Challenge To Overcome 4. A Story Arc with an Ending #storytell #sxsw
  • 37. Why Do People Participate In Social Netw • To Express Themselves • To Connect With or Make Friend • To Gain Attention • To Gain Status #storytell #sxsw
  • 38. A Short Brand Story… #storytell #sxsw
  • 39. Let’s Break It Down 1. Who Is The Character We Identify With? 2. What Is The Context For The Story? • Place - • Time - • Relationship With Another Character – 3. What Challenge To Overcome? 4. Is There A Story Arc with an Ending? 5. Is It A Social Story? #storytell #sxsw
  • 40. Worksheets (30 minutes) #storytell #sxsw
  • 41. Platform strengths & usage opps (online) 1. Facebook A. Big audience potential B. Multi-media—video, photos, interactive apps C. Offline component—events, check-ins, deals D. Threaded conversations E. Robust advertising platform F. Real people with mostly symmetrical relationships 2. Twitter A. Discovery—people can find like-minded people and topics of interest B. Tagged conversations—hashtags make it easy to find/track info C. Trends—organic and paid D. Brevity #storytell #sxsw E. Becoming multimedia (nascent with video, aka Vine)
  • 42. Platform strengths & usage opps (online) 3. Pinterest A. Visual B. Heavily skewed female (fashion, beauty, weddings, gifts) C. Aspirations, interests and hobbies D. Topic-based E. Self-branded identities 4. Location-based apps (FourSquare, etc.) A. Geo-targeted campaigns/activities B. Distribution to other social channels C. Mapping D. Augmented reality (with third-party add ons) E. Tips and reviews #storytell #sxsw
  • 43. Platform strengths & usage opps (online) 5. Instagram A. Creative and playful B. Highly mobile C. Time and place (easy to track) 6. LinkedIn A. B2B focus B. Other ideas? 7. YouTube (and other video sites) 8. Blogs (on domain) 9. Owned communities 10. Branded mobile apps #storytell #sxsw
  • 44. Case Study: Freightliner with special guest Tom Bennett Formerly sr. strategist at The New Group Now strategy consultant with XPLANE #storytell #sxsw
  • 45. Case Studies #storytell #sxsw
  • 46. Case Studies #storytell #sxsw #storytell #sxsw
  • 47. Case Studies #storytell #sxsw
  • 48. Case Studies #storytell #sxsw #storytell #sxsw
  • 49. Break (10 min) #storytell #sxsw
  • 50. Lightening Round/Breakout! (35 min) #storytell #sxsw
  • 51. MINI USA: Identity Converges • ―Not normal‖ • Brand built around shared customer stories • Wedding photos • Car as profile • FB timeline app http://www.minispace.com/en_us/ #storytell #sxsw
  • 52. Case Study: Norton with special guest Aaron Williams CEO and founder of SocialSamba #storytell #sxsw
  • 53. Social Storytelling we turn characters into social ―friends‖ that fans love to engage
  • 55.
  • 56.
  • 57.
  • 58. Deep Engagement: • 9.98 min / visit • 2.82 visits / unique • 32% referral traffic • 7,171,626 in-story comments 2012 Emmy Nominee Productive Customers Interactive Television Programming SocialSamba Inc. The Leader in Social Storytelling www.socialsamba.com Aaron Williams Co-Founder, CEO p: 408-337-2622 e: aaron@socialsamba.com
  • 59. Three Things To Remember 1. It’s an EVOLUTION, not a revolution 2. Give people something to do and reward them. 3. Plan to adapt: listen, respond and react. #storytell #sxsw

Editor's Notes

  1. Time Allotted – 1 minuteOffer a common definition, and take a look at 4 examples of storytelling in different stages of evolution.Where are you now? Stages of Evolution matrixThe Building Blocks of Telling a Social Marketing StoryOne of our Favorite ExamplesWorkbook review – we will NOT use every Worksheet in Here TodayThe Fun Part – Lightening Crowdsourced Storytelling Brainstorm. 5 minutes MAX per person, as many as we can get in
  2. Time Allotted: 1 minuteBe Kind FrieNDA – if you are so inclined, feel free to tweet out GOOD examples, but please do not call out brands by name if we use them as a “could be better” example.The TimeKeeper rules. We won’t intentionally be rude, but we did a run thru of this and discovered that there’s a lot to cover and 2.5 hours really isn’t that long to get thru it all. So we need to keep things moving.Questions are encouraged, but if they get too far off the topic, we will cut the discussion off. You can always grab me for a beer later on and share the rest of your thoughts. I love this kind of stuff and am happy to continue the conversation.If you need a bio-break before the break, take one. The break is scheduled at 90 minutes, or about the length of a movie.Have fun! This is a creative process. This can’t be as hands-on as we would have liked, but you’ll get out of it what you put into it.Say hi to Dawn – she’s the timekeeper. Grab me after the workshop or in email if you’d like.
  3. Up to 4 minutes allotted to define Storytelling, and Why/Make a Case for it.
  4. Class Goals (3 minutes)1. We want to share what we see. This is not a proof of concept – we’re here to try to convince you with a lot of data and science on WHY this is next evolutionary step. Social marketing will evolve this way whether you believe it will or not. Why is a fascinating question and we’re happy to discuss it with anyone after the workshop, but we have a lot of material to get thru, so we’re going to limit discussion or questions that go down that path.Goal 1: We’re here to share with you our experience, and some case studies of brands who are already going down this path.2. We’re also here to provide the tools to move your brand or clients down this path. You will notice a workbook at every chair. That’s yours to keep and you can fill it out while you’re here, or take it back to work and use it with your team. We know it’s not PC to print things out these days – but we did this for a reason. Consider using this workbook to be a transmedia experience. You are also free to improve upon the worksheets you see there, disregard or change them completely. We’re not saying that this is THE method to get you going down the storytelling – it’s A method. These are open source, so improve on them as you will, and share them when you can.3. A journey of a thousand miles begins with a single step. We hope the workshop gets you thinking creatively and strategically, and helps you take the first 10 steps or so down the storytelling path.
  5. Time Allotted: 20 minutes
  6. Can’t join the community without a VIN, Profile is in your MINI’s identity, not yoursOwner is an extension of the car – you track your car’s birth, manufacturing, shipping. The car goes on trips and logs miles, not youApple adapters, high performance engine, convertible, twin rear doors – all come out of community suggestionsNYC Artists, stories are around non-car experiences based on the type of people who buy MINI’s. (quirky, eclectic, smart)Even ads are customer centric – more about the person who buys a MINI, not features of the car. (will even highlight their flaws and promote them as a strength)