building business one story at a time

Building Business One Story at a Time

Gloria Bell

@gloriabell

CONTENT

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Social Media Gurus

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If you are not telling your story,

someone else will

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Story Progression

Beginning

Middle

End

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Storytelling via Social Media

Tease

Launch

Launch

Sustain

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Behavioral Storytelling

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Classic Narrative Arc = 3 Acts

Introduce the characters

Conflict and clues

Resolution

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Classic Narrative Arc = 3 Acts

Conflict and clues

CLIMAX = Where the audience gets involved = LAUNCH OR PURCHASE

Resolution

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Participation Inequality

1% will create & drive mass awareness9% will rate, comment & share 90% will watch the 10% & mimic that behavior

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Good Storytelling Honesty & Transparency

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Good Storytelling Honesty & Transparency

Infuse personalities into stories

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Good Storytelling Honesty & Transparency

Infuse personalities into stories

Create characters your audience will relate to or cheer for

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Good Storytelling Honesty & Transparency

Infuse personalities into stories

Create characters your audience will relate to or cheer for

Don’t Give It All Away

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Good Storytelling Honesty & Transparency

Infuse personalities into stories

Create characters your audience will relate to or cheer for

Don’t Give It All Away

Respect attention spans

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SELL

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Engagement Anticipation Brand

Loyalty

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Target Audience

Who Are They?

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Effective Storytelling has a Content/Participation Mix

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Observe / Report / Ask

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Observe / Report / Ask

Reply

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Observe / Report / Ask

Reply

Reflect

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Observe / Report / Ask

Reply

Reflect

Curate

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Observe / Report / Ask

Reply

Reflect

Curate

Share

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Sustaining Storytelling Over Time

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Build An Editorial

Calendar • What should happen

each week, each month?

• Keep moving the story forward through strategic planning.

• What major milestones or holidays need to be celebrated with your audience?

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Other tips…• How does your audience

represent themselves? What do they like to talk about?

• What have you curated in metrics or content that you can share?

• Start with more and edit down to less.

• Monitor what is going on in the world, don’t just be on autopilot.

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Companies doing a good job storytelling

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Project Imagin8tion with Ron Howard

@Canon_Camera @gloriabell

Superbowl “Dunk In the Dark” ad

@oreo @gloriabell

Fiesta & Focus Movement

@Ford @gloriabell

Under Armour

Protect This House#IWill

@underarmour @gloriabell

Doritos Locos Tacos

@TacoBell @gloriabell

NCAA Tournament Ads

@NikeStore @gloriabell

Email and Video

@charitywater @gloriabell

Friend Trips & Location Weeks

@Expedia @gloriabell

Product Ideas & Pin It to Win It Contests on

Pinterest

@DesignByIKEA @gloriabell

Customer Service

@JetBlue @gloriabell

What stories does your business have to tell?

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Gloria Bell Bell Digital Strategies gloriakbell@gmail.com

@gloriabell