@tweedejansteen#greenhouse
So? What’s the magic?The impact of storytelling in aconnected world@tweedejansteen#greenhouse
me?
Yvette Pasman‘Garage’ owner
adding value
focus in 2009
@duchennepp
my own heroes
why do we tell and like stories?
We want to be heard and seen!
We search for new ways to connect
Feminine values grow strongerhttp://justienmarseille.wordpress.com/2007/10/10/7-stellingen-over-de-feminisering-van-de-maa...
Stories add purpose andmeaning to our lives
Stories help to give structure andsupport. They help you to make choices
We love to feed ourselves with new                                      stories, with different layers and                ...
New media continuouslychange the way we tell andshare stories.
ongoinginteractionalways andeverywhere
We are „always on‟By KPN Hi – Commercial Vrienden staan nooituit
3 yrs3.000.000.000 images on FlickrFlickr in 24hrs – all printed and dumped in FOAM. Exhibition WhatsNext„ by Erik Kessels...
Every day more than 3 billion video‟sbeing watched on YouTube..
YouTube users alone                                             upload more than                                          ...
< 2 yrs / 30 mln users in formobile picture sharinghttp://bit.ly/I2Ofj6
Pinterest!< 2 yrs< more referral trafficthan LinkedIn +YouTube + Google+< NL 34th best visitedwebsite
Facebook… a country asbig as EuropeBy Akexabder Higgens Puera del Sol
21mln mobile                                 phones, on 16mln                                 Dutchies http://discovermob...
35% uses apps beforethey even got out of bed(facebook, twitter, weeronline, teletext…)                               http:...
Every 6,5 minutes wecheck if we missed acall, text, Whatsapp or FBmessage…
And... 30% from the worldpopulation is 30yrs –Social and mobile media areno „media‟ to them
And what‟s more… we                       antropomorph these                       machines…http://bit.ly/JZDK3j
Stories broadenthey are not just spoken words,written words.They areimages, videos, pictures, sketches, music, likes, pins...
So, if we want to makepeople talk (or take a pic, avideo, like etc) …
We need to know whatmakes people tick..
You need to know whichingredients make a great storyfor your consumers..                                 Source: Social Me...
And what social status you canadd to!
And … in which way yourconsumer is connected.Sometimes a simplequestionnaire will do…
Realize that 80 to 90% of the real                             conversations are offline… and not                         ...
People trust people „likethem‟. Tap into that…
37.000.000 conversationsare about brands
So it‟s quite important for a brand tosuggest the right stuff to talk about…                                         By TOMS
Dell decisions based on „return per referral‟http://onforb.es/s4mj9l
Ford Fiesta achieved the same level of brand recognition with socialmedia, with 10% of the costs, as a TV adhttp://bit.ly/...
We love a little magic
Why i find the Levi‟s Go Forth campaign a                       wonderfull story, but a crapy campaign                    ...
And the Pepsi Refreshing Project is a muchbetter example http://wp.me/pm0Pf-61http://www.hugeinc.com/casestudies/pepsi
Volkswagen Fun Theory – Storytelling taken                                           a step further with this initiative  ...
KLM Acts of kindness. A great story – KLMmaking a real effort, stretching theircontact with their customers, and a greatfo...
Yellow Pages – Hidden Pizza story A greatexample of tapping into the „being in theknow‟ status of connected people (“i kno...
In stead of telling people you are a great friend. It‟s better to let themexperience that through meaningfull interactions...
TOMS … The ONE FOR ONE movement.A great example of consumer generatedstories, “The proof of the pudding is inthe eating”
More importantly: let your„tribe‟ always in on youractivities.Let THEM create theirstories about your brand
And feed them with new perspective… new stories. Which theconsumers/fans/ambassadors create, with a little help of TOMS. T...
And Lead the way! (asa brand)
So… what’s the magic mix tomake your story social?It’s not about you. It’s about your current consumers and potential cons...
Feedback? Yes please!yvette@indegarage.nl@tweedejansteen
Social Storytelling - The Magic (@Greenhouse Project @CreativeNiche)
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Social Storytelling - The Magic (@Greenhouse Project @CreativeNiche)

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Containing:
- Storytelling: why we love it
- Numbers of growth of social networks and the new rules of engagement
- Case stories: Dell, Ford Fiesta, Pepsi Refresh Project, Levi's Go Forth, Akzo Nobel Let's Colour, Yellow Pages Hidden Pizza, Toms Shoes & Eyewear

Please DO share your thoughts:
www.indegarage.nl
@tweedejansteen

Published in: Business, Technology
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Social Storytelling - The Magic (@Greenhouse Project @CreativeNiche)

  1. 1. @tweedejansteen#greenhouse
  2. 2. So? What’s the magic?The impact of storytelling in aconnected world@tweedejansteen#greenhouse
  3. 3. me?
  4. 4. Yvette Pasman‘Garage’ owner
  5. 5. adding value
  6. 6. focus in 2009
  7. 7. @duchennepp
  8. 8. my own heroes
  9. 9. why do we tell and like stories?
  10. 10. We want to be heard and seen!
  11. 11. We search for new ways to connect
  12. 12. Feminine values grow strongerhttp://justienmarseille.wordpress.com/2007/10/10/7-stellingen-over-de-feminisering-van-de-maatschappij/
  13. 13. Stories add purpose andmeaning to our lives
  14. 14. Stories help to give structure andsupport. They help you to make choices
  15. 15. We love to feed ourselves with new stories, with different layers and dimensions.Obama‟s victory speech referred to the 100 yrs history ofAmerica, referred to Gospel songs, to heroes like Marten LutherKing, affects mutual norms and values because referring to “we as
  16. 16. New media continuouslychange the way we tell andshare stories.
  17. 17. ongoinginteractionalways andeverywhere
  18. 18. We are „always on‟By KPN Hi – Commercial Vrienden staan nooituit
  19. 19. 3 yrs3.000.000.000 images on FlickrFlickr in 24hrs – all printed and dumped in FOAM. Exhibition WhatsNext„ by Erik Kessels (2011)
  20. 20. Every day more than 3 billion video‟sbeing watched on YouTube..
  21. 21. YouTube users alone upload more than 48hrs worth of video… EVERY MINUTE!http://www.youtube.com/watch?v=CNSaurw6E_Q
  22. 22. < 2 yrs / 30 mln users in formobile picture sharinghttp://bit.ly/I2Ofj6
  23. 23. Pinterest!< 2 yrs< more referral trafficthan LinkedIn +YouTube + Google+< NL 34th best visitedwebsite
  24. 24. Facebook… a country asbig as EuropeBy Akexabder Higgens Puera del Sol
  25. 25. 21mln mobile phones, on 16mln Dutchies http://discovermobilelife.com/
  26. 26. 35% uses apps beforethey even got out of bed(facebook, twitter, weeronline, teletext…) http://bit.ly/lCeDtB
  27. 27. Every 6,5 minutes wecheck if we missed acall, text, Whatsapp or FBmessage…
  28. 28. And... 30% from the worldpopulation is 30yrs –Social and mobile media areno „media‟ to them
  29. 29. And what‟s more… we antropomorph these machines…http://bit.ly/JZDK3j
  30. 30. Stories broadenthey are not just spoken words,written words.They areimages, videos, pictures, sketches, music, likes, pins, badges etc
  31. 31. So, if we want to makepeople talk (or take a pic, avideo, like etc) …
  32. 32. We need to know whatmakes people tick..
  33. 33. You need to know whichingredients make a great storyfor your consumers.. Source: Social Media Consumer Survey (January 2011), n=3,019
  34. 34. And what social status you canadd to!
  35. 35. And … in which way yourconsumer is connected.Sometimes a simplequestionnaire will do…
  36. 36. Realize that 80 to 90% of the real conversations are offline… and not online!bron: Conversation Manager
  37. 37. People trust people „likethem‟. Tap into that…
  38. 38. 37.000.000 conversationsare about brands
  39. 39. So it‟s quite important for a brand tosuggest the right stuff to talk about… By TOMS
  40. 40. Dell decisions based on „return per referral‟http://onforb.es/s4mj9l
  41. 41. Ford Fiesta achieved the same level of brand recognition with socialmedia, with 10% of the costs, as a TV adhttp://bit.ly/clEjXB
  42. 42. We love a little magic
  43. 43. Why i find the Levi‟s Go Forth campaign a wonderfull story, but a crapy campaign http://wp.me/pm0Pf-61http://bit.ly/qzE4TX
  44. 44. And the Pepsi Refreshing Project is a muchbetter example http://wp.me/pm0Pf-61http://www.hugeinc.com/casestudies/pepsi
  45. 45. Volkswagen Fun Theory – Storytelling taken a step further with this initiative http://wp.me/pm0Pf-61http://www.youtube.com/watch?feature=player_embedded&v=0AbQSE4ZKvk
  46. 46. KLM Acts of kindness. A great story – KLMmaking a real effort, stretching theircontact with their customers, and a greatfollow up in media http://bit.ly/dNBOji
  47. 47. Yellow Pages – Hidden Pizza story A greatexample of tapping into the „being in theknow‟ status of connected people (“i knowthis great place…”) http://bit.ly/o5o79s
  48. 48. In stead of telling people you are a great friend. It‟s better to let themexperience that through meaningfull interactions. Akzo Nobel Let‟s Colour– Adding direct value to peoples lives. Great use of social media(flickr, youtube). Growing the story from small to a bigger long termcampaign.. http://bit.ly/bRcnAF
  49. 49. TOMS … The ONE FOR ONE movement.A great example of consumer generatedstories, “The proof of the pudding is inthe eating”
  50. 50. More importantly: let your„tribe‟ always in on youractivities.Let THEM create theirstories about your brand
  51. 51. And feed them with new perspective… new stories. Which theconsumers/fans/ambassadors create, with a little help of TOMS. Taking thestory further than just shoes. Building the brand story on new initiatives(and products, and stories) http://www.youtube.com/tomsshoes
  52. 52. And Lead the way! (asa brand)
  53. 53. So… what’s the magic mix tomake your story social?It’s not about you. It’s about your current consumers and potential consumers. Tap into theirthoughts and needs. Realize that your brand is not the logo. Your brand is what consumers make ofit. THEIR thoughts, gut feeling and emotions tell you what your brand is. Use their gut feeling, theirambitions, status needs, conversations. And give them something to talk about. Let them do themagic.Create (eye)candy. Storytelling is not only words, butimages, sounds, events, likes, listing, mapping, badging.Give, give, give. Define your promoters and make them superpromoters by giving them things toshare, something worthwhile, something that creates a stage for them. Add some value to oneslives, not only try to ‘get’ something out of it, and you will get something back.Don’t start the discussion about loyalty versus sales campaigns. Social storytelling is beyond thatdiscussion, it’s the glue that makes it all stick.Just do it. Be personal. Don’t think too much. Let the magic happen in the action.
  54. 54. Feedback? Yes please!yvette@indegarage.nl@tweedejansteen

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