storytelling vs. creating stories: how to increase reach and engagement on facebook
DESCRIPTION
#SMX presentation for discussing one avenue to increase Facebook reach and engagement.TRANSCRIPT
@lulugrimm | @space150 | #smx #11A
Storytelling vs. Creating Stories: How to Increase Reach and
Engagement on Facebook
Lisa Grimm | @lulugrimmDirector, PR and Emerging Media at space150 | space150
@lulugrimm | @space150 | #smx #11A
Facebook is a TACTIC
@lulugrimm | @space150 | #smx #11A
Facebook is a piece of a large digital and social ecosystem that enables brands to connect consumers to their stories. As you should in all you do, leverage Facebook to tell your story with:
• Purpose and Intent (strategy)
• Seek to connect with the consumer, and
• Create avenues (valuable content) for the the customer to participate in and influence your story in real time
• In essence, be human!
Industrial Era = Static Stories
AudienceKey
Messages Media ContentDissemina
te Message
Owned
EarnedPaid
• Content
• Product
• Customer
Service
• PR
Static and/or
one-way
communicati
on
• Broadcast
@lulugrimm | @space150 | #smx #11A
Digital Era = Dynamic Storytelling
Audience Key Messages Media Content
Disseminate
Message
@lulugrimm | @space150 | #smx #11A
Owned
EarnedPaid
Dynamic
and/or two-
way and real-
time; your
currency and
opportunity
• Print/Broadcast
• Banners
• Social Ads• SEO/PPC
• Content• Product• Customer service• Web• Mobile
• Employees
• PR• Social
• User-generated content
• Direct to brand
• Brand mentions
(social listening)
@lulugrimm | @space150 | #smx #11A
Story: a specific structure of narrative with a specific style and set of characters and which includes a sense of completeness.
Storytelling: A central, unique aspect of storytelling is its reliance on the audience to develop specific visual imagery and detail to complete and co-create the story. Storytelling is a process, a medium for sharing, interpreting, offering the content and meaning of a story to an audience.
Source: National Storytelling Association
@lulugrimm | @space150 | #smx #11A
Why am I?• What do we
believe?
This Not this
What am I?• Product/
Service
Who am I?• Brand
Understand your story so you can start TELLING it
Brand Identity
[Purpose/
Mission]
Editorial Essence+
Content Strategy
Goals/Objectives/
Strategies/Tactics
Multi-channelExecutionPlanning
Measurement
• What do/don’t you stand for?• Why, what and who am I/are we?
Goals• Reverse engineer,
place desired outcome first
Objectives• Increase reach• Growth• Engagement• Drive traffic to
owned platformsStrategies• Action plan to
reach objectivesTactics• Content• PR/Communication
plan• Campaigns
Owned• Web• Mobile
• Product
Earned/Shared• PR• Social
Paid
• Print/Broadcast
• Banners
• Social Ads• SEO/PPC
Social Strategy
• Revisit objectives; did you meet targets?
• What qualitative learnings were there?
• Brand style guide• Content strategy
• Owned (branded content)• Campaigns (campaign collateral)• UGC (how will UGC be leveraged?)• Curated (how can we organize content
• Editorial calendar
@lulugrimm | @space150 | #smx #11A
How to start TELLING your story: CONTENT
Brand Style Guide• Voice + Tone • Creative• SEO• Brand guidelines
where applicable
Content Themes + Strategy• Owned Content• User-Generated
Content (UGC)• Curation• Campaigns• Partnership
content
Execution Plan • Editorial Calendar• Asset
Creation/Development
• Channel Deployment
@lulugrimm | @space150 | #smx #11A
A component of a large ecosystem: CONTENT HUB
Website
Build a strong content foundation on your owned channels so that you can easily repurpose and/or create and share branded content on Facebook.
Branded Content
Campaigns
User-Generated
Content
Curated Content
• Images with text
overlay and link• Video• Company/product news• Behind-the-Scenes• Thought Leadership• Promotions/deals• Fan feedback, positive
and negativeCuration (choosing
content and organizing
based on
subject/genre) is an
amazing tactic for
many. Content
production can be
challenging, so use
others’ content
(always with proper
attribution) to involve
the broader
community
Define community engagement
strategy• Apply voice and tone• Set community rules and
expectations• Plan for how you may
leverage user comments as
both a way to recalibrate
overall strategy, but to
repurpose as content on
Align campaign goals
and content to
Facebook in an
interactive way
Content Categories
@lulugrimm | @space150 | #smx #11ASource: NPR “What makes a successful story successful story on Facebook” on All Facebook | Photo cred: Russ Gossett
What makes a successful story on Facebook?
@lulugrimm | @space150 | #smx #11A
Brand example: Oreo
Website
Tumblr Pinterest
Oreo’s Approach
Oreo has a multichannel approach and execution: • Nabiso.com and Kraft.com are the hub of content; content is repurposed in
social and drives to the site• Facebook applications are an extension of their .com apps and activity, with
the exception of a few• This integrated campaign is rooted in Oreo’s centennial and celebrating the
kid inside
• Daily Twist• Facebook
apps mostly mirror site content
• Fill in the Blank
• UGC• Brand
Integrations
CONTENT: Moments Gallery | Birthdays | Games | Ambassadoreo | Daily Twist | Cookie Creations
• Daily Twist idea generation
• Broadcast• Brand
Integrations
• Daily Twist
• Recipes• Cookie
Art
• Daily Twist
@lulugrimm | @space150 | #smx #11A
The Foundation: Celebrating the kid inside
In addition to celebrating its 100th birthday, Oreo reinforces itsmission to make life a little less serious by celebrating the kidInside. This is present in every piece of content produced by Oreo.
@lulugrimm | @space150 | #smx #11A
Brands.Nabisco.com/Oreo
• Moments GalleryShare an OREO moment showing how you let your inner kid loose.
• Birthday of the day • Lady Antebellum
birthday notes• Oreo Arcade• Ambassadoreo• Daily Twist • Recipes
@lulugrimm | @space150 | #smx #11A
Moments Gallery
@lulugrimm | @space150 | #smx #11A
FacebookAs the world’s favorite cookie, Oreo has been part of memorable family moments for 100 years
@lulugrimm | @space150 | #smx #11A
FacebookContentContent
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Facebook AppsAll site content is hosted here with several Facebook native apps that are focused on multicultural
@lulugrimm | @space150 | #smx #11A
Daily Twist100-day campaign that leverages pop-culture, trends and UGC to inspire its cookie riff that is published and Nabisco.com and shared multi-channel (Twitter, Facebook, Pinterest and Tumblr).
@lulugrimm | @space150 | #smx #11A
Facebook is a piece of a large digital and social ecosystem that enables brands to connect consumers to their stories. As you should in all you do, leverage Facebook to tell your story with:
• Purpose and Intent (strategy)
• Seek to connect with the consumer, and
• Create avenues (valuable content) for the the customer to participate in and influence your story in real time
• In essence, be human!
@lulugrimm | @space150 | #smx #11A
Bonus