Download - Sxsw social storytelling presentation
StorytellingThe next wave of social media
marketingPresented by @MarkWilliams &
@CarriBugbee
#storytell #sxsw
About @CarriBugbee• Join @PeggyOlson’s creative team
(new saga!) at Bit.ly/TeamPeggyList
• Social TV explorer, social media marketing strategist & speaker; advertising/PR pro
• Social TV columnist/analyst & editorial board member of TheSocialMediaMonthly.com
• Contributing author: “The Big Book of Social Media Case Studies, Stories, Perspectives”
• @socialTVtrends, @PeggyOlson, @JazzCrowd
• Bio & other profiles (G+): CarriBugbee.com
• Join Carri’s Diigo groups:• Storytelling for brands:
bit.ly/brandstorytips• Social TV: bit.ly/socialtvfilm• Social media training for marketers:
bit.ly/smmtrain
#storytell #sxsw
About @MarkWilliams
• Director of Social Strategy & Content Programming, LiveWorld
• Theater Actor, Director and Producer• “Forest Gump” of social media• BA in History, MFA in Theater• Travel in 6 continents, 50 states• facebook.com/mark.williams2• [email protected]
#storytell #sxsw
Client history includes: • Kraft Foods, HBO, MINI,
QVC, Sprint, TJX, a major sports league and…
• #1 retailer in the world• #1 CPG• #1 Travel & Financial
Services• #1 and #2
Pharmaceutical
Workshop Agenda
• Introduction (15 min.)• What is Social Storytelling and Who Is Doing It?
(30 min.)• Break (10 min.)• Developing A Storytelling
Framework/worksheets (35 min.)• Freightliner video (5 min.)• Break (10 min.)• Audience Participation – Lightening Round!
(35min.)• Social Samba (5 min.)• Wrap up (5 min.)
#storytell #sxsw
1. Be Kind FrieNDA
2. The Timekeeper Rules
3. You Know When The Break Is
4. Have Fun and Participate
5. The Timekeeper Rules
Workshop Agreements
FIVE
#storytell #sxsw
Storytelling has always been at
the core of smart marketing
“It's not called the Wheel. It's called a Carousel. It lets us travel the way a child travels. Around and around, and back home again... to a place where we know we are loved.” - Don Draper #storytell #sxsw
Social storytelling:
• Includes customer stories as part of the brand story
• Conveys brand attributes in a more memorable context
• Entertains customers and keeps them interested
• Teaches and educates in a fun, non-preachy way
• Inspires customers to spread the word about you
• Builds fans and advocates• Maybe even goes vir… (the marketing tactic
that must not be named!)
This is the Next Wave
#storytell #sxsw
#storytell #sxsw
Case Study: Old Spicewith special guest Dean McBeth
Formerly senior digital strategist at Wieden+KennedyNow SVP of digital strategy and content at Ketchum Digital
Top 10 Tips for Social Storytelling
1. Customer comments/actions will guide good story ideas• What are customers are doing/saying now? Expand
on that.• Even negative comments can inspire ideas.
2. Social stories are often non-linear• You may have to work hard to maintain a consistent
thread and story arc; people in social spaces are ADHD.
• People will pop in and out; look for ways to pull them back in.
3. Stories should be both structured and improvisational• Create a plan, but know some of it will change.• Pay attention to what people like and do more of
that.• Respond in the moment to create surprise and
delight.• Set up parameters for spontaneity (particularly if
you have a big team or inexperienced team members).
#storytell #sxsw
Top 10 Tips for Social Storytelling
4. Use each social media platform to its best advantage• Create stand-alone platform experiences that are
enhanced by cross-platform participation.• Need team members who really know your
platforms—technical and community expertise.
5. Give people something to do—and reward them• Build in incremental payoffs along the way.• People want to know how hard they’re going to
work and what they’ll get for their time.
6. Highly visual• Tell your story in pictures as well as words.• You can even tell a story with just pictures (or
video).#storytell #sxsw
Top 10 Tips for Social Storytelling
7. Focus on share-ability• Create moments that’ll make people want to spread
your content.• Incorporate the right tools to do this (obvious and
easy to use).8. Use data to personalize the experience
• Track what people like and what they say.• Gather social data via authentication tools and
apps.9. Track your biggest fans—pay it forward &
give back• They’ll help seed your content & be your
champions.• They might also be your test group.
10.No storytelling talent on your team? Get outside help—and develop internal team (may take awhile)• Hire experienced writers/storytellers for project
work.• Enlist help of visual storytellers: filmmakers,
photographer, graphic designers, etc.
#storytell #sxsw
Other fans thought it was a “real” campaign
“…now it looks like the show's marketing team has stepped up the game again by really jumping into the social media space.”
Elements of a Story
Characters | POV | Objectives
Initiating Action | Obstacles
Time Limits | Rising Action
Resolution&
Denouement
(check out pages 4-8 in the handout)
#storytell #sxsw
#storytell #sxsw
Three Ridiculously Easy Ways To Improve Your Brand Story
NOW
• Change Your Perspective: It’s About Customers, Not You
• Weave a Theme into your Messages to Create an Arc
• Incorporate Fan Responses to Advance the Story
Five Elements To Telling Any Story
1.A Character We Identify With2.Context For The Story• Place – literal, channel/medium (text,
images, video)• Time• Relationship With Another Character
3.A Challenge To Overcome4.A Story Arc with an Ending
#storytell #sxsw
#storytell #sxsw
• To Express Themselves
• To Connect With or Make Friends
• To Gain Attention
• To Gain Status
Why Do People Participate In Social Networks?
Let’s Break It Down
1.Who Is The Character We Identify With?2.What Is The Context For The Story?• Place -• Time -• Relationship With Another Character –
3.What Challenge To Overcome?4.Is There A Story Arc with an Ending?5.Is It A Social Story?
#storytell #sxsw
Platform strengths & usage opps (online)
1. FacebookA. Big audience potentialB. Multi-media—video, photos, interactive appsC. Offline component—events, check-ins, dealsD. Threaded conversationsE. Robust advertising platformF. Real people with mostly symmetrical relationships
2. TwitterA. Discovery—people can find like-minded people and
topics of interestB. Tagged conversations—hashtags make it easy to
find/track infoC. Trends—organic and paidD. BrevityE. Becoming multimedia (nascent with video, aka
Vine)#storytell #sxsw
3. PinterestA. VisualB. Heavily skewed female (fashion, beauty, weddings,
gifts)C. Aspirations, interests and hobbiesD. Topic-basedE. Self-branded identities
4. Location-based apps (FourSquare, etc.)A. Geo-targeted campaigns/activitiesB. Distribution to other social channelsC. Mapping D. Augmented reality (with third-party add ons)E. Tips and reviews
Platform strengths & usage opps (online)
#storytell #sxsw
Platform strengths & usage opps (online)
5. InstagramA. Creative and playfulB. Highly mobile C. Time and place (easy to track)
6. LinkedInA. B2B focusB. Other ideas?
7. YouTube (and other video sites)
8. Blogs (on domain)
9. Owned communities
10.Branded mobile apps#storytell #sxsw
#storytell #sxsw
Case Study: Freightlinerwith special guest Tom Bennett
Formerly sr. strategist at The New GroupNow strategy consultant with XPLANE
MINI USA: Identity Converges
• “Not normal”
• Brand built around shared customer stories
• Wedding photos
• Car as profile
• FB timeline apphttp://www.minispace.com/en_us/
#storytell #sxsw
Norton’s Cybergeddon Saga: http://bit.ly/NortonCyber
Deep Engagement:•9.98 min / visit•2.82 visits / unique•32% referral traffic•7,171,626 in-story
comments
Productive Customers2012 Emmy NomineeInteractive Television Programming
SocialSamba Inc.The Leader in Social Storytellingwww.socialsamba.com
Aaron WilliamsCo-Founder, CEOp: 408-337-2622e: [email protected]