Tom Miale Presentation - BDI 3/22/12 The Social Consumer 2012: Case Studies and Roundtables
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Brands need to tell compelling stories on social media to engage consumers. As consumers are exposed to thousands of brand messages daily, brands must create personal and relevant content to avoid being unfollowed. Effective brand storytelling involves using multimedia like video and images to tell stories that consumers find interesting and want to share with others.
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Tom Miale Presentation - BDI 3/22/12 The Social Consumer 2012: Case Studies and Roundtables
- 1. Brands as Story Tellers Tom Miale (@tmiale) Director, Multimedia Engagement MultiVu @tmiale #BDI1
- 2. ... Once upon a time @tmiale #BDI1
- 3. “ In 1965, 80% percent of adults could be reached with three 60- second TV spots. Today it requires 117 prime time Commercials to produce the same result ” (Jim Stengel, Former GMO P&G) @tmiale #BDI1
- 4. In the 80’s you were exposed to 700 brand messages a day
- 5. In... 3,000 - 5,000 Brand Messages A DAY!
- 8. Millennials still LIKE traditional advertising BUT... They EXPECT brands to be on their social networks
- 9. 67% say that a brand’s presence on social shows that the band cares about their generation 64% have “LIKED” a brand on Facebook 56% think that social media is a great way to find out what’s new with a brand they like Source- YPulse January 2012 Study
- 10. Top Reasons Millennials “Unfollow” a Brand The brand sends too many messages (59%) Stopped liking the brand (14%) Wanted their social network to be more personal/for friends (12%) Not enough sales or promotion offers (10%). Source- YPulse January 2012 Study
- 11. Millennials clearly use Social Media to help stay informed of what their brands are doing They want their news feed to be fun and engaging When you turn on the fire hose of traditional brand messaging in to their news stream, you will be “unfollowed”
- 12. The brand as a storyteller @tmiale #BDI1
- 13. We are in an era where brands can bypass the press and tell their stories directly to consumers @tmiale #BDI1
- 14. Completely Unofficial Self Serving Graph
- 15. CREATE COMPELLING AND RELEVANT CONTENT @tmiale #BDI1
- 16. “If a story is not about the hearer he [or she] will not listen . . . A great lasting story is about everyone or it will not last. The strange and foreign is not interesting--only the deeply personal and familiar.” ― John Steinbeck, East of Eden @tmiale #BDI1
- 17. @tmiale #BDI1
- 18. @tmiale #BDI1
- 19. @tmiale #BDI1
- 20. USE MULTIMEDIA @tmiale #BDI1
- 21. @tmiale #BDI1
- 22. @tmiale #BDI1
- 23. @tmiale #BDI1
- 24. ... To summarize We are bombarded with brand To stand out from the rest Messaging all day of the content, make your message personal Most of us don’t mind as long as the content is interesting Multimedia is a great story telling device and it’s more likely to be shared The minute it’s not, we’re likely to unfollow • ... And they all lived happily ever after @tmiale #BDI1
- 25. @tmiale #BDI1