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Smart Brand Social Storytelling


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In this presentation, Jason Harris (harrisja) provides tips, tricks and methods for building purpose back in to your corporate storytelling methods across multiple social media channels.

Published in: Marketing
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Smart Brand Social Storytelling

  1. 1. Smart Brand Social Storytelling How brands big and small are using social data to make better business decisions and drive amazing results
  2. 2. Jason Harris Senior Manager of Community and Evangelism @harrisja INTROS: JASON HARRIS
  3. 3. Corporate Storytelling in Social Media
  4. 4. 4 We often talk of brands rawking social media But we don’t talk about the brands that are doing it wrong We don’t talk about how we ourselves are doing it wrong. Let’s talk about how we can improve Let’s learn from each other Let’s have some lightbulb moments
  5. 5. Modern Corporate Storytelling
  6. 6. WE’RE DOING IT WRONG Brands are conducting storytelling in an incorrect manner. • We’re marketing like it’s 2004 • We’re talking at people and not to them • We’re not realizing that a “brand” is not what you say it is; it’s what they say it is • We’re not speaking from the customers’ perspective
  8. 8. Why is your brand on social?
  9. 9. “We want to listen and know what’s being said about us online”
  10. 10. “We want to ensure our customers are happy post-purchase.”
  11. 11. “We want to drive awareness about our products and services”
  12. 12. “We want our existing customers to feel appreciated. We want to fan the flames.”
  13. 13. How does your brand or organization tell its story?
  14. 14. • Conversations have moved out of the marketing department • You can’t write a story without a narrative • Your brand managers who support channels need clarification DEVELOP YOUR POINTS OF NARRATIVE
  15. 15. “When there are different interpretations of what a company stands for, there is danger in generating contradiction and dissonance” - Jeff Gomez IF YOU DON’T DEFINE NARRATIVE, BRAND MANAGERS WILL CREATE IT THEMSELVES
  16. 16. • ACTION – Don’t strictly market your key selling points on social • BENEFIT – Your customers will relate to what’s being said on your channels and they’ll absorb it • ADVANTAGE – In a scrollable world, your content will be viewed, clicked on and shared. ALIGN TO YOUR CUSTOMERS POINT OF VIEW
  18. 18. • ACTION – When executed correctly, video can educate and entertain. • BENEFIT – Video is the preferred consumption medium on mobile and amongst millennials • ADVANTAGE – Generate buzz amongst video producers by putting content production in their hands. USE VIDEO
  20. 20. • ACTION – Feature your product being used by real customers in lifestyle photos • BENEFIT – Eliminate the use of stock images by hiring a savvy photographer to shoot your customers in action • ADVANTAGE – Storytelling doesn’t apply to only your text. Let your images tell the story too USING LIFESTYLE IMAGERY
  22. 22. • ACTION – Approach influencers to tell your story in their way • BENEFIT – Their audience is instantly captivated and will help amplify your campaign • ADVANTAGE – By giving influencers a win as well, everyone is happy USE INFLUENCERS
  24. 24. Need inspiration? Let’s talk about other ways to tell the tale of your brand
  25. 25. • Every brand has a captivating story of how it began • Tell your audience how those original values purvey their culture today • People want the business version of the Cinderella story EXPLORE YOUR ORIGINS
  27. 27. • No one tells your brand story better than real employees telling real stories • Also, your audience resonates with the faces of the brand SHOW REAL PEOPLE FROM YOUR COMPANY
  28. 28. • What’s your company about? • Do you care for the animals, human rights or the planet – make it known! INCORPORATE CORPORATE VALUES
  29. 29. • Want to give your audience a voice? • Create a channel that’s exclusively user generated content • Let them takeover your account for a weekend or event PRIORITIZE UGC
  30. 30. • Too often, our posts are filled with calls to action and prompts to do something else • Create awareness without selling • Let your creative juices flow CHALLENGE: NO CTA, NO CONVERSION
  31. 31. • Try new things • Try new social networks • Make it fun • If it fails, try again IT’S OK TO EXPERIMENT
  32. 32. Let’s talk about amplification and Influencers! Let’s dive deeper
  33. 33. • Influencers are quasi-Internet celebrities who’ve developed an authoritative voice in any given vertical • They’re bloggers, YouTubers, writers, photographers, researchers and thought leaders • Their audience sizes can be 5,000 – 5 million. WHAT IS AN INFLUENCER
  34. 34. • Help you launch a product or build awareness around a campaign/initiative • They’re looking for the ‘inside’ stories and want to work with brands • They’re looking for content and experiences to share with their audiences • They’re likely seeking a value exchange of some kind WHY WORK WITH INFLUENCERS
  35. 35. • Metrics are important, but they’re not everything • Ensure their editorial style blends well with your brand • Evaluate their brand-messages • Don’t become a part of a crowded mix VETTING INFLUENCERS
  36. 36. • Do your research. Tailor the pitch • Address your ask early • Establish the value-add to them personally and to their audience • Be prepared for their asks/demands ESTABLISHING A RELATIONSHIP
  37. 37. • ACTION – Leverage social research to identify relevant influencers and their interests. • BENEFIT – This enables brands to approach influencers with a relevant message. • ADVANTAGE – Convert influencers into brand advocates. FIND NETWORKS OF INFLUENCE
  38. 38. • The FTC is cracking down on influencers, agencies and brands regarding disclosure • All types of compensation are being looked into including monetary, experiential and ‘free’ products • When in doubt, disclose. Even when you’re not in doubt, disclose IN CLOSING: DISCLOSE
  39. 39. QUESTIONS?