conversion day :: amplifying storytelling with influencer marketing

CONVERSION DAYCarole Lamarque +32 47 833 7000 @caroberry

WHY STORYTELLING?

Carole. Lamarque +32 47 833 7000 @caroberry

The ultimate goal of storytelling in content marketing is to make sure your audience finds more connection with your business, and this on a more personal and emotional level.

1

WHY STORYTELLING?


This connection should eventually lead to the creation of loyal customers for your business.

2

WHY STORYTELLING?


Companies that do Storytelling, to tell a story.3

WHY STORYTELLING?

80% of CEOs believe their products are differentiated

8% of customers agree with them

WHY STORYDOING?

A Company without a storyis a company without strategy

BEN HOROWITZ

“

I couldn't agree more. Having a clear and distinctive story is critical in building a brand today.

A Fundamentally Different Approach Is Needed

People Are Now The Medium

It’s About Doing, Not Saying1 2

Launch! Finger pointing begins

Social media strategy

formulated

Digitalagency

engaged

Media purchased

Story defined

Marketing department

engaged

Marketing agency alerted

UI designed

Product planning

begins

Product named

Product research begins

Growth opportunity

identified

OLD WORLD STORYTELLING

Carole Lamarque +32 47 833 7000 @caroberry

The premise of the project is that there are two kinds of companies in the world today: storytelling companies that convey the story of their brand, business or product by telling that story, usually through PR or paid advertising; and storydoing companies that consciously convey their story through direct action.


WHAT IS STORYDOING?

StoryDoing companies use their core story as an organizing principle for activities throughout the company: • New product development, recruiting, compensation, partnerships, • Communication that they create


WHAT IS STORYDOING?

NEW WORLD STORYDOING

New experiences New team structures

New products New communicationNew processes

STORY

ST

OR

Y S

TO

RY

STORY STORY S

TOR

Y S

TO

RY

S

TO

R

Y

STORY


LESS SPENT ON PAID MEDIA

MEDIA SPENT AS % OF ANNUAL REVENUE

Storytelling companies spend nearly 3x more on media as a percent of revenue than Storydoing companies

STORYTELLING

STORYDOING4,0%

1,4%

3,4%

2,8% 2,9% 2,7%

1,1%1,0%

1,2%1,0%

2011201020092007 2008

MORE SOCIAL AWARENESSNUMBER OF SOCIAL MEDIA MENTIONS 2008-2011 (MILLIONS)

Storydoing companies are mentioned much more in social media conversations

0,3%

9,9%

27,6%

44%

1,9% 2,2%

2011201020092008

STORYTELLING

STORYDOING

2,8%

0,8%

BETTER FINANCIAL PERFORMANCE

REVENUE GROWTH RATE (2007-2011)

0%

2%

4%

6%

8%

10%

12%

Storytelling

Storydoing

OPERATING INCOME GROWTH RATE (2007-2011)

0%

2%

4%

6%

8%

10%

12%

Storytelling

Storydoing

14%

16%

18%

Storydoing companies outperform storytelling companies in toppling sales…

And in finding better ways to reduce costs and optimize assets1 2

HIGHER VALUATIONSSTOCK PRICE CAGR

(2007-2011)

Storydoing stock price growth demonstrates the value created trough their actions

-6%

-4%

-2%

0%

2%

4%

6%

Storytelling

Storydoing


WHAT IS YOUR UNFAIR ADVANTAGE?

WHAT’S YOUR UNFAIR ADVANTAGE?

Product Leadership

Build a better product, for which customers will pay a premium

Solve the client’s broader problem & share

in the benefit

Achieve the low cost position on product and service support

Customer Intimacy

Operational Excellence

Product Differentiation

Customer Responsiveness

Operational Competence


HOW TO START?

THE SIX QUESTIONS WE ASK

2 31 5 64Do you have a story?

Does the story define an ambition beyond commercial aspiration?

Is the story understood and cared by the entire company?

Is the story being used to drive action throughout the company?

Have you defined a few iconic transformative actions to focus on?

Are people outside the company engaging with and participating in the story?


WHAT IS GREAT CONTENT?

In this day and age, a picture, a video is worth more than just a thousand

words. When it’s genuine, when it’s relevant yet eternal, when it’s so

powerful that it goes beyond sight that’s the kind of image that’s worth a

million. And it only takes an instant to read.

How can your visualizations tell your storydoing?

What does Getty images Say

Overload?

“ERIC SCHMIDT. We now generate as much information every two days as was generated from the beginning of time to 2003

PAM GROSSMAN

We’re fatigued by how digital life has become.

Our culture has become driven by information overload, but our senses still yearn to be stimulated. What happens to meaning in an age of digital excess?”

“

WHAT IS GREAT CONTENT?Authenticity

Modulate

Senses

Real Beauty

Speed

Personal

1 2 3 4 5 6

customer obsessedmarketing agency

1

Authenticity

Why is it so important to be authentic in telling your story, or your product experience?

Why is it so important to be authentic in telling your story, or your product experience?

In the age of the selfie, people want something that speaks to them personally. Images that come off as constructed, airbrushed, or posed no longer resonate. People want the unpredictable, but familiar at the same time. They want real, candid moments from everyday life. Moments that speak to the human experience.


Never before has the human race been better at spotting a fake. “The viewer’s eye has become a lot more sophisticated,” and what it wants above all is something real.

Getty Images Director of Visual Trends, Pam Grossman,

User generated content, UGC reveals real people and places, meaning realmoments and emotions that establish a new kind of heightened digital intimacy.

AUTHENTICITY

AUTHENCITY

94%

Articles that contain images get 94% more views than articles without

Users clicking on photos of real life people are twice as likely to convert to a sale.

Tangible proof that real rules according to the Wall Street Journal, Olapic co-founder Jose de Cabo discovered that…

That’s something any marketer can get on board with.

2X

ModulateAuthenticity

Modulate

1 2

NIKE CASE

Modulate your story

ELITE ATHLETE

ELITE ATHLETE

ELITE ATHLETE

ELITE ATHLETE

ELITE ATHLETE

STORY

EVERYATHLETE

EVERYATHLETE

EVERYATHLETE

EVERYATHLETE


SensesAuthenticity

Modulate

Senses

1 2 3

Squarespace & Jeff Bridges


83%

83% of human learning is visual

VISUAL


Real BeautyAuthenticity

Modulate

Senses

Real Beauty

1 2 3 4

OVERLOAD CAN OVERCOME BY

Real Beauty

Our culture has succumbed to information overload, but our senses still yearn to be stimulated. What happens to real meaning in an age of digital excess? Technology has developed around us at such a break-neck pace that few have had a chance to catch their breath. We want what’s real or at least, what feels real.


Real Beauty

The more senses a visual is able to engage, the more attention it receives and the more information is retained. Our minds are full of an endless visual library, one that influences everything we see and how we see it.

SpeedAuthenticity

Modulate

Senses

Real Beauty

Speed

1 2 3 4 5

Speed, agility and topicality will be key to overcoming info overload


Speed, Agility, In The Moment

Own in-the-moment cultural insight

Operate in perpetual beta

FIVE CORE BEHAVIORSBlend creativity with speed and precision

Treat everything as media

Add value to the conversation

Personal

Modulate Real Beauty Personal

1 2 3 4 5 6

Authenticity Senses Speed

Personal Seeing a part of yourself or something familiar in a visual is the first step toward evoking emotion, which is the first drive of behavioral change.


TOMORROWLAND

“SHERYL SANDBERG.

You can’t be what you can’t see

WHAT CONTENT IS BEST?


Youtube Strategy For Brands: Hero, Hub Hygiene Explained


When I compared the top five brands on YouTube and Facebook, the engagement was 20x greater in favor of YouTube. In order to help brands capitalize on this massive engagement, YouTube has been educating advertisers a new content strategy framework called "Hero, Hub, Hygiene"



THE HERO, HUB, HYGIENE STRATEGY CHEAT SHEET

What content do you want to PUSH to a big, broad audience? What would be your Super Bowl moment? A brand may have only a few hero moments in a year, such as product launch events or industry tent-poles.

HERO CONTENT



The content do you develop on a regular basis to give a fresh perspective on your target’s passion points.(Example: verticalized content about a product line.)

HUB CONTENT



What is your audience actively searching for regarding your brand or industry? what can serve as your 365-day-relevant, always-on, programing? (Example: product tutorials, how-to content, customer service, ext.)

HYGIENE CONTENT


CREATING YOUR YOUTUBE CONTENT CALENDAR

HUB

HYGIENE

HERO

Large-scale, tent-pole events or ‘go-big’ moments designed to raise broad awareness

Regularly scheduled ‘push’ content designed for your prime prospect

Always on ‘pull’ contentdesigned for your core target


IT’S NOT JUST ABOUT VIRAL VIDEOS - CONSISTENT CONTENT IS KEY

HYGIENE

HERO

HUB

Act like an advertiser

Act like a Youtuber

Act “always on”

Search

Search Looking for answers

to questions

Be the most compelling answer to the question

Hygiene Content

CREATE CONTENT BASED ON USER BEHAVIOUR


Browse

Browse Looking to be entertained

ready to be distracted

Entertain and inspire through emotional storytelling

Hero Content

CREATE CONTENT BASED ON USER BEHAVIOUR


INFLUENCER MARKETING

GET IT IN 10-STEPS

ARE YOU AN INFLUENCER

Not an organization Not Stakeholder

Management Not PR

1. It’s a Person

Research findings suggest that more than 90% of all consumers read online reviews before they buy

4. To elicit action from others

By working with them you're able to distribute your massage the right way, at the right time, and through them you will also access the right people

2. Who expresses a contextually relevant message

They can help your brand to build credibility by guiding you

to produce content that truly meets the needs of your

consumers, because they are so close to reality and people

3. That is meaningful enough

STEP 1


When would you need it in your marketing plan

1 Brand Awareness How might we increase

share of voice and boost

positive brand mentions?

Crisis Management How might we reduce the

negative impact of a

communications crisis?

Product Launch How might we generate

buzz and drive interest

for a new product?

Lead Generation How might we follow

prospects and generate

high quality leads?

2

4 3

Product Launch How might we generate buzz and drive interest

for a new product?

Lead Generation How might we follow

prospects and generate high quality leads?

Brand Awareness How might we increase share of voice and boost positive brand mentions

Crisis Management How might we reduce the negative impact of a communications crisis?

WHEN WOULD YOU NEED ITIN YOUR MARKETING PLAN?

STEP 2


STEP 3


SCRAPPING THE CONVERSATION

UNTAPPED SEGMENTS

INFLUENCER SELECTION

+

MY ONLINEAUDIENCEIS THE SIZEOF TEXAS

MY OPINION IS WORTH MORE THAN GOLDIN MY SPACE

MY NAMEIS MY EQUITY

I FORM ANDCOMMUNICATECREDIBLEINSIGHTS

MY BELIEFMAKES MEMOVE MOUNTAINS

I WROTE ATEXTBOOKON MYSUBJECT

I’M ANRESPECTEDAUTHORITYWITH AN AGENDA

I STIR THE POT ANDCREATE HEALTHYDEBATE

MY ONLINEAUDIENCEIS THE SIZEOF TEXAS

I HAVE QUICKSOLUTIONS TO EVERYDAYISSUES

I LIKE TOCONNECTDOTS ANDCREATELINKS

1. CELEBRITY

6. ACTIVIST 7. EXPERT 8. INSIDER 9. AGIATOR 10. JOURNALIST 11.HOUSEHOLD HACKERS

2. AUTHORITY 3. CONNECTOR

5. ANALYST

4. PERSONAL

SEGMENTATION STEP 4


REACHAUDIENCE SIZE

RESONANCEENGAGEMENT POWER

RELEVANCECONTEXTUAL FIT

INFLUENCER IMPACT STEP 5


A B

C D

STAR INFLUENCERS

ACTIVISTSNEGATIVES

INFLUENCERS

IMPACT (reach, resonance, relevance)

SEN

TIM

ENT

nega

tive

sne

utra

lspo

siti

ves

0 1 2 3 4 5 6 7 8 9 10

INFLUENCER MATRIX STEP 6


YOUMEN PASSPORT STEP 7


WHICH CONTENT DO YOU NEED? BUYAWARENESS

virals

poll

AB

contests

branded stories

games

testimonials

ç

community forums

èreviews

infographics

articles

press releases

how to

trend report

white paper

case studies

ratingseventsenews

demo videos checklist

product features

calculationswebinars

ENTERTA

IN

CONV

INCEEDUCATE

INSPIRE

STEP 8


INFLUENCER MESSAGE FRAMEWORK STEP 9

INSIGHT

INSIGHT

INSIGHTINSIGH

PROOF

PROOF

PROOFPROOF

TOBRAND OR NOT TO

BRAND TIM

ING

PR

IOR

ITY

COMPANY INSIGHTS REASON TO BELIEVE LOGO SIGNATURE


STEP 10

DISTRIBUTION

MESSAGES

MESSAGES

MESSAGES

MESSAGES

MESSAGES

MESSAGES

DIFFERENT INFLUENCERS

SEGMENTATION


ASK A WORKSHOP +32 478 33 7000 [email protected]

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