Remember this?If you’re interesting, people will listen and flock around youIf you have something meaningful to say, they will too
What type of brand or company do you think do storytelling on social media?Coca-Cola Happiness Machine
Google search stories – father daughter
But not only big brands, other people also have stories to tell!Andrew Weiss began blogging in 2009, and the stories are updated weekly. The storytelling tools – blog, FB, Twitter – increased 22% of his business year to year
What do you think this is?Fully sponsored wedding, raising 100k for the wedding, and 20k for multiple sclerosis foundation. Following the wedding, there were a lot of buzz, around the sponsors and the couple as well. Sponsors came back to them, asking what they want to do next, because their story is interesting. Since they couldn’t get married again, they decided to start a company around the concept of word-of-mouth marketing.
Ask students to tell one story each?
What makes them so funny? Because it’s authentic. The stories come from real people, and you can relate to them.
3.7million fans, still very active
Promote messages about various issues that are relevant in daily life, encourage people to nominate community to receive funding from JP Morgan Chase
Or, alternatively.. Encourage people to share their stories
The most effective way of inspiring your customers to tell others about you is to have buzz-worthy, talk-able products and services.When people see other people sharing stories, they will inspire others too. E.g. my Unicef voice box experience.
Session 3 - The New Rules of Marketing and PR
PR Media Production
Session 3: Understanding the Audience &
The Importance of Storytelling
Why social media?
• You can reach your buyers directly
• Considerably lower expense
• Ability to craft customized message for
Keep in mind
• Let the world know about your expertise
• Develop information your buyers want to
In order to appeal to customers, we have to
understand their needs.
Buyer persona: a representative of a type of
buyer that you have identified as having a
specific interest in your organization or
product or having a market problem that
your product or service solves.
Profiling buyer persona
• What are their goals and aspirations?
• What are their problems?
• What media do they rely on for answers to
• Where do we find them?
• How can we reach them?
• What phrases do they use?
• What sort of images and multimedia appeal
What it does...
• Enable us to truly empathize
• Step our of our role as someone who
wants to promote a product
• See through the buyer’s eyes
Stories bring your company to life
• Story, real story, creates emotional
connection with people.
• PR is about building that connection, even
more powerful one, to your
customers, prospects, clients, and the
“People love hearing stories. It goes back to
primitive tribal times when we used to sit
around the campfire. With social media,
consumers are in full control the whole time.
If you’re not captivating, you can lose them
If you have one story to tell...
WHAT WOULD IT BE?
How to get the stories?
• How did your company get started?
• How did you survive the toughest of times?
• Who are some key customers you’ve had?
• What kinds of funny or interesting things have
happened involving customers or staff over the
• What employees’ lives have been changed as a
result of working for you?
• What charitable organizations has your company or
its staff supported?
• They humanize brands and make them
talkable, online and offline
• They can be told with text but are often
best told through pictures and videos.
• They can be told by customers,
employees, or management – they just
need to be authentic.
How you started
No matter how large it is now, when it started, it
was just the founder(s) with a dream and a plan.
• Connect through real, humble stories
• Keep people from seeing the company as a
What you do for your customers
• Less about you, more about your customers
– Emotional experiences
– Meaningful relationships
– Inspiring experiences
• Whatever your company does or sells, it solves
The key staff
• Bring out the faces behind your company’s
– Senior management team
– Aspiring staff
– Staff who juggles works
– Staff who always smiles no matter what
• Pictures say a thousand words (and
videos even more!)
What if I still don’t have any story?
• E.g. highly regulated industry (financial or
• Highly sensitive & confidential industry
(national research, security)
Talk about your activities & partnerships that
are core to the customer experience.
Harness the power of inspiration
• There’s nothing new about the power of
inspiration except the channel.
• Social media just allows those stories to
spread faster and farther than ever before.
Building word of mouth
• Have a “WOW” factor in your product first
– WOW good(s)
– WOW service
• Find the customers you inspire the most
and give them the tools to share
– Not the largest subset of your customers, but
the most passionate
– People sharing stories will inspire others
Building word of mouth
• Recognition inspires stories
– Fan of the week
– Mom of the month
– Baby featured in magazine every month
• Prizes can inspire stories too!
• Emotions get your customers to share