Storytelling……and social media management.

A brief introduction on how social media can extend, augment, and enhance a company’s story.

Once upon a time…

Storytelling is integral to human life.

Learning Emotional Fulfillment

Storytelling Effective Marketing

• Method• Evocative• Origin / demonstrative • Emotional connection

• Values-based worldview• Monomyth / fairytale patterns

• Heroism

• Can be linear / non-linear

• Brand achieves connection

“The brand story

gradually becomes

synonymous with how

we define ourselves as

individuals, and

products become the

symbols that we use to

tell the story of

ourselves.”Fog, Budtz, and Yakaboylu. Storytelling: Branding in Practice

Storytelling is a process.Branding• Clear values• Strong brands are built on emotional

connections

Storytelling• The communication of these brand

values in an evocative, relatable way• Speaks to the emotional

associations of these values

Target Customers• The individuals or brand communities

that identify and empathize with the values

Adapted from Fog, Budtz, and Yakaboylu. Storytelling: Branding in Practice.

Effective Marketing Social Media

• Author(s)• Extends the story

• Dynamic• Present tense• New angles

• Direct conversation• Co-creation • Loss of control v. participation

Social media gives us the capability to extend, augment, and develop existing stories and deliver them on a personalized basis.

By doing so, we increase can increase the number and strengths of the connections between consumers and brands in a mutually beneficial exchange.

Managing Social Media Storytelling

• Understand and respect the audience

• Have a clear vision (convergence)

• Fusion of logic and emotion

• Ensure the story reflects who you are

• Pick something and stick to it!• Authenticity is rewarded with a

stronger connection

• Foster and reward co-creation• Don’t shut down the story

Stories conveyed through social media have the potential to take on lives of their own, and marketers must remain conscious of this fact.

Though there are few definitive rules when managing social media stories, there are some lessons that can be taken from traditional storytelling techniques, the nature of social media interactions, and early case studies.

Managing Social Media Storytelling

If storytelling is effective because of the connections it achieves, always be mindful of those connections.

Stories conveyed through social media have the potential to take on lives of their own, and marketers must remain conscious of this fact.

Though there are few definitive rules when managing social media stories, there are some lessons that can be taken from traditional storytelling techniques, the nature of social media interactions, and early case studies.

…happily ever after.

Epilogue.

Case Study: Patagonia’s Origin Story

Patagonia’s Continuing Story

Patagonia’s Continuing Story

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Patagonia’s Continuing Story

Patagonia’s Continuing Story

Youtube

Youtube Link

Management of the Story (Socially)

• Hero elements• Antimony

• How does one purchase premium priced goods while maintaining a statement of authenticity and values?

• Consistency, clarity

• Solicits co-creation• Respects and engages audience

• Mitigates complaints / damaging perceptions

• Approaches the same story from new angles

Further (Recommended) Reading

Available through e-resources Print, e-book, Amazon

Further Thought…

• What’s your favourite brand story? How is it explained and enhanced through social media? If it currently is not, take on the role of a social media marketer for the brand—what would you do?

• This discussion has focused on the use of social media to supplement traditional marketing techniques. Do you feel these lessons apply to a campaign that exists solely through social media? What would you add?

Continue the Discussion…

Managing Myths of the Near Future