Sxsw social storytelling presentation
Post on 15-Apr-2017
Social TV landscape & opportunitiesStorytellingThe next wave of social media marketingPresented by @MarkWilliams & @CarriBugbee #storytell #sxsw1#storytell #sxsw2Welcome to the Evolution!Key point Im going to discuss some new practices thatAbout @CarriBugbeeJoin @PeggyOlsons creative team (new saga!) at Bit.ly/TeamPeggyListSocial TV explorer, social media marketing strategist & speaker; advertising/PR proSocial TV columnist/analyst & editorial board member of TheSocialMediaMonthly.comContributing author: The Big Book of Social Media Case Studies, Stories, Perspectives@socialTVtrends, @PeggyOlson, @JazzCrowdBio & other profiles (G+): CarriBugbee.comJoin Carris Diigo groups:Storytelling for brands: bit.ly/brandstorytipsSocial TV: bit.ly/socialtvfilmSocial media training for marketers: bit.ly/smmtrain#storytell #sxsw3About @MarkWilliamsDirector of Social Strategy & Content Programming, LiveWorldTheater Actor, Director and ProducerForest Gump of social mediaBA in History, MFA in TheaterTravel in 6 continents, 50 firstname.lastname@example.org#storytell #sxswClient 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 Pharmaceutical4Workshop AgendaIntroduction (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 #sxswTime Allotted 1 minuteOffer a common definition, and take a look at 4 examples of storytelling in different stages of evolution.Where are you now? Stages of Evolution matrixThe Building Blocks of Telling a Social Marketing StoryOne of our Favorite ExamplesWorkbook review we will NOT use every Worksheet in Here TodayThe Fun Part Lightening Crowdsourced Storytelling Brainstorm. 5 minutes MAX per person, as many as we can get in5Be Kind FrieNDAThe Timekeeper RulesYou Know When The Break IsHave Fun and ParticipateThe Timekeeper RulesWorkshop AgreementsFIVE#storytell #sxswTime Allotted: 1 minuteBe Kind FrieNDA if you are so inclined, feel free to tweet out GOOD examples, but please do not call out brands by name if we use them as a could be better example.The TimeKeeper rules. We wont intentionally be rude, but we did a run thru of this and discovered that theres a lot to cover and 2.5 hours really isnt that long to get thru it all. So we need to keep things moving.Questions are encouraged, but if they get too far off the topic, we will cut the discussion off. You can always grab me for a beer later on and share the rest of your thoughts. I love this kind of stuff and am happy to continue the conversation.If you need a bio-break before the break, take one. The break is scheduled at 90 minutes, or about the length of a movie.Have fun! This is a creative process. This cant be as hands-on as we would have liked, but youll get out of it what you put into it.Say hi to Dawn shes the timekeeper. Grab me after the workshop or in email if youd like.6#storytell #sxswWhy Are You Here?7Time Allotted: 5 minutesWe assume that youre here because youre not thrilled with the direction your social media engagement is going and think that there is a better way.Youre right.But we want to hear from you Why are you here -what do you want to get out of the workshop?Show of hands how many people here are:content creatorscontent managersstrategists or campaign plannersEngaging directly with customers? (tweeting, responding, etc)any tech folks?3. Are you from a:1. brand2. agency3. freelance4. Size of company :1. small2. medium3. big5. As a social media practitioner, do you consider yourself1. Beginner2. Intermediate3. ExpertSocial Engagement Has Come To This?#storytell #sxsw#storytell #sxswAnd this?And still more like this?#storytell #sxswUntil We End Up With This.#storytell #sxswStorytelling has always been at the core of smart marketingIt'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 #sxsw12And Still Is Today#storytell #sxswSocial storytelling:Includes customer stories as part of the brand storyConveys brand attributes in a more memorable contextEntertains customers and keeps them interestedTeaches and educates in a fun, non-preachy wayInspires customers to spread the word about youBuilds fans and advocatesMaybe even goes vir (the marketing tactic that must not be named!)This is the Next Wave#storytell #sxswUp to 4 minutes allotted to define Storytelling, and Why/Make a Case for it.14 Share What We SeeOffer A PathInspire Your Next Step#storytell #sxswClass Goals (3 minutes)1. We want to share what we see. This is not a proof of concept were here to try to convince you with a lot of data and science on WHY this is next evolutionary step. Social marketing will evolve this way whether you believe it will or not. Why is a fascinating question and were happy to discuss it with anyone after the workshop, but we have a lot of material to get thru, so were going to limit discussion or questions that go down that path.Goal 1: Were here to share with you our experience, and some case studies of brands who are already going down this path.2. Were also here to provide the tools to move your brand or clients down this path. You will notice a workbook at every chair. Thats yours to keep and you can fill it out while youre here, or take it back to work and use it with your team. We know its not PC to print things out these days but we did this for a reason. Consider using this workbook to be a transmedia experience. You are also free to improve upon the worksheets you see there, disregard or change them completely. Were not saying that this is THE method to get you going down the storytelling its A method. These are open source, so improve on them as you will, and share them when you can.3. A journey of a thousand miles begins with a single step. We hope the workshop gets you thinking creatively and strategically, and helps you take the first 10 steps or so down the storytelling path.15What Is Social StoryTelling?(and who is doing it well?)#storytell #sxswTime Allotted: 20 minutes16#storytell #sxswCase Study: Old Spicewith special guest Dean McBethFormerly senior digital strategist at Wieden+KennedyNow SVP of digital strategy and content at Ketchum Digital#storytell #sxswOld Spice guy started in a super bowl commercial (actually just on the Web)#storytell #sxswOld Spice on Twitter#storytell #sxswOld Spice on Youtube#storytell #sxswOld Spice on Facebook#storytell #sxswOld Spice WebsiteTop 10 Tips for Social StorytellingCustomer comments/actions will guide good story ideasWhat are customers are doing/saying now? Expand on that.Even negative comments can inspire ideas.Social stories are often non-linearYou 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.Stories should be both structured and improvisationalCreate 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 #sxsw23Top 10 Tips for Social StorytellingUse each social media platform to its best advantageCreate stand-alone platform experiences that are enhanced by cross-platform participation.Need team members who really know your platformstechnical and community expertise.Give people something to doand reward themBuild in incremental payoffs along the way.People want to know how hard theyre going to work and what theyll get for their time.Highly visualTell your story in pictures as well as words.You can even tell a story with just pictures (or video).#storytell #sxsw24Top 10 Tips for Social StorytellingFocus on share-abilityCreate moments thatll make people want to spread your content.Incorporate the right tools to do this (obvious and easy to use).Use data to personalize the experienceTrack what people like and what they say.Gather social data via authentication tools and apps.Track your biggest fanspay it forward & give backTheyll help seed your content & be your champions.They might also be your test group.No storytelling talent on your team? Get outside helpand develop internal team (may take awhile)Hire experienced writers/storytellers for project work.Enlist help of visual storytellers: filmmakers, photographer, graphic designers, etc.#storytell #sxsw25Fans got the ball rolling#storytell #sxsw26Other fans thought it was a real campaignnow it looks like the show's marketing team has stepped up the game again by really jumping into the social media space.27MadMenYourself.com#storytell #sxsw28Brand-enabledUCG for Mad Men#storytell #sxsw29Brand-enabled UCG(In response to user-initiated events) #storytell #sxsw30Mad Men partnered with Banana RepublicFashion as transmedia#storytell #sxsw31#storytell #sxswBreak(10 min)StoryTelling Building BlocksWhat do you need to tell a story?#storytell #sxswElements of a StoryCharacters | POV | ObjectivesInitiating Action | ObstaclesTime Limits | Rising ActionResolution& Denouement(check out pages 4-8 in the handout) #storytell #sxsw#storytell #sxswThree Ridiculously Easy Ways To Improve Your Brand Story NOWChange Your Perspective: Its About Customers, Not YouWeave a Theme into your Messages to Create an ArcIncorporate Fan Responses to Advance the StoryFive Elements To Telling Any StoryA Character We Identify WithContext For The StoryPlace literal, channel/medium (text, images, video)TimeRelationship With Another CharacterA Challenge To OvercomeA Story Arc with an Ending#storytell #sxsw#storytell #sxswTo Express ThemselvesTo Connect With or Make FriendsTo Gain AttentionTo Gain StatusWhy Do People Participate In Social Networks?#storytell #sxswA Short Brand StoryLets Break It DownWho Is The Character We Identify With?What Is The Context For The Story?Place -Time -Relationship With Another Character What Challenge To Overcome?Is There A Story Arc with an Ending?Is It A Social Story?#storytell #sxsw#storytell #sxswWorksheets (30 minutes)Platform strengths & usage opps (online)FacebookBig audience potentialMulti-mediavideo, photos, interactive appsOffline componentevents, check-ins, dealsThreaded conversationsRobust advertising platformReal people with mostly symmetrical relationshipsTwitterDiscoverypeople can find like-minded people and topics of interestTagged conversationshashtags make it easy to find/track infoTrendsorganic and paidBrevityBecoming multimedia (nascent with video, aka Vine)#storytell #sxsw41PinterestVisualHeavily skewed female (fashion, beauty, weddings, gifts)Aspirations, interests and hobbiesTopic-basedSelf-branded identities Location-based apps (FourSquare, etc.)Geo-targeted campaigns/activitiesDistribution to other social channelsMapping Augmented reality (with third-party add ons)Tips and reviews Platform strengths & usage opps (online)#storytell #sxsw42Platform strengths & usage opps (online)InstagramCreative and playfulHighly mobile Time and place (easy to track)LinkedInB2B focusOther ideas?YouTube (and other video sites)Blogs (on domain)Owned communitiesBranded mobile apps#storytell #sxsw43#storytell #sxswCase Study: Freightlinerwith special guest Tom BennettFormerly sr. strategist at The New GroupNow strategy consultant with XPLANECase Studies#storytell #sxsw45Case Studies#storytell #sxsw#storytell #sxsw46Case Studies#storytell #sxsw47Case Studies#storytell #sxsw#storytell #sxsw48#storytell #sxswBreak(10 min)#storytell #sxswLightening Round/Breakout!(35 min)MINI USA: Identity ConvergesNot normalBrand built around shared customer storiesWedding photosCar as profileFB timeline apphttp://www.minispace.com/en_us/#storytell #sxswCant join the community without a VIN, Profile is in your MINIs identity, not yoursOwner is an extension of the car you track your cars birth, manufacturing, shipping. The car goes on trips and logs miles, not youApple adapters, high performance engine, convertible, twin rear doors all come out of community suggestionsNYC Artists, stories are around non-car experiences based on the type of people who buy MINIs. (quirky, eclectic, smart)Even ads are customer centric more about the person who buys a MINI, not features of the car. (will even highlight their flaws and promote them as a strength)51Case Study: Nortonwith special guest Aaron Williams CEO and founder of SocialSamba#storytell #sxsw52Social Storytellingwe turn characters into social friends that fans love to engage withNortons Cybergeddon Saga: http://bit.ly/NortonCyber Deep Engagement:9.98 min / visit2.82 visits / unique32% referral traffic7,171,626 in-story commentsProductive Customers2012 Emmy NomineeInteractive Television ProgrammingSocialSamba Inc.The Leader in Social Storytellingwww.socialsamba.comAaron WilliamsCo-Founder, CEOp: 408-337-2622e: email@example.com#storytell #sxswThree Things To Remember Its an EVOLUTION, not a revolutionGive people something to do and reward them. Plan to adapt: listen, respond and react.
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