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THE STORYTELLERThe Power of Your Narrative:
Building Your Marketplace Community with Social Media &
Storytelling
Jodie [email protected]: JodiepattersonTwitter: Jodie_GeorgiaNY
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THE PROCESS: FINDING YOUR STORY / DETERMINING CONTENT*Identify top 5 most talked about topics in your industry(trade magazines, social media, hashtags, key people, comments)
*Identify 5 taboo topics that your industry shy’s away from (go deep, think unconventionally)
*Identify 5 things your audience is asking for / thinking about
*Envision what your audience doesn’t yet know they need & cant live without (a new thing, idea or an emotion)
*Identify a personal connection you have to each taboo topic & new idea
*Tell a personal story around those taboo topics (go off script)
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STORYTELLINGEmotional vs Rational approach
*Tapping into emotion and using it as a means of communication, bypasses the skepticism that can exist.
*Through an emotional process, we’re stripped of our rational considerations, and what’s left is compassion, empathy and connectedness.
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STORYTELLINGPull vs Push approach
*Use a well constructed narrative that’s authentic and exciting, and the experiences that are transmitted are rich, real and universal
*A picture should a) reveal something personal, intimate or unknown about the person, b) connect us with a specific emotion that mobilizes, c) take us on an imaginary journey that’s transformative
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STORYTELLINGSharing vs Selling approach
*Jab, Jab, Jab, Right Hook (it’s a philosophy and a great marketing book)
*Most of what we talk about should be storytelling (the jab)
*Less of what we talk about should be direct selling (the right hook)
*Create an atmosphere with your jabs (Strength, individuality, beauty) *Connects us with a specific emotion that may or may not be rational (Courage, transformation, triumph)
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STORYTELLINGPeople vs Product
*People don’t buy products, but rather the stories that these products represent. Nor do they buy brands, but rather the myths and archetypes that these brands symbolize
*If you’re uncomfortable telling a story about yourself, find customers or other people who reflect the values of your brand and share their stories
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With your picture, videos & speeches…
*Reveal something personal, intimate, or unknown about the person or brand (otherwise it’s boring)
*Connect people by using a specific emotion: fear, desire, anger or happiness (otherwise it won’t mobilize people into action)
*Take people on an imaginary, narrative journey where it allows them to experience a transformation from the beginning, the knot, and the outcome.
ELLEMENTS OF A STORY
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*Tell us about you the founder & the origins of your brand. Share your history
*Tell real stories about real people (from your company or your larger community)
*Be clever, honest, unique, human
*Include values in your content; what you care about (women, the planet, water, animals, the environment, etc)
*Integrate content generated by the audience, so they can also tell their story
ELLEMENTS OF A STORY
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*We are people connecting with other people. Show your brand’s human side
*Sharing your personal story can have a positive & far reaching impact on your business
*Being curious. Reading outside your scope, talking outside your scope and going off script can create community
*We can’t push our message across, we need to pull the customer in. Inspire.
*Don’t be scared to identify the conflict. Stand for change.
*Well constructed stories and authentic characters can move people to action
ALWAYS REMEMBER
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*Work narrative into your updates
*Challenge convention & pique interest
*Use the appropriate language for each platform (Twitter, IG, FB…)
*Inspire
*Have a consistent thread that runs through your posts & tweets
*Incorporate hashtags that are frequently searched
SOCIAL MEDIA
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*To find your voice
*To matter
*To engage people and inspire change
*To up your business
WHY WE STORYTELL