internet marketing association 2014 re-imagine marketing through authentic storytelling
Post on 09-Jun-2015
54 Views
Preview:
DESCRIPTION
TRANSCRIPT
Reimagine Marketing Through Authentic
StorytellingBy @ctrappe
Internet Marketing Association - Las VegasSeptember 2014
@ctrappe #impact14AuthenticStorytelling.net
About me...
@ctrappe #impact14AuthenticStorytelling.net
Rules, etc.
● Feel free to blog, live tweet, etc.● Questions? Ask ‘em.● Slides are at:
AuthenticStorytelling.net/impact14
@ctrappe #impact14AuthenticStorytelling.net
Today...
Not talking about..● Lead generation● Messaging● Manipulation
Talking about:● Inclusive
strategy● Storytelling● Meaningful
sharing
@ctrappe #impact14AuthenticStorytelling.net
Leads/customers/etc.
@ctrappe #impact14AuthenticStorytelling.net
Why?
Search algorithms change, but valuable content continues to be valuable.
@ctrappe #impact14AuthenticStorytelling.net
Why?
Social networks change.
@ctrappe #impact14AuthenticStorytelling.net
What doesn’t change?
Consumers need for compelling, educational and informational content.
@ctrappe #impact14AuthenticStorytelling.net
@ctrappe #impact14AuthenticStorytelling.net
@ctrappe #impact14AuthenticStorytelling.net
Not rhetorical! :)
How do you build a relevant audience?
@ctrappe #impact14AuthenticStorytelling.net
We connect and deal with people we like, trust and who add meaning to our lives!
@ctrappe #impact14AuthenticStorytelling.net
Not rocket science: All interactions
100 percent
@ctrappe #impact14AuthenticStorytelling.net
What percentage online?
@ctrappe #impact14AuthenticStorytelling.net
Usual guesses:
Online50-70 percent
Offline50-30 percent
Source: Jonah Berger’s “Contagious: Why Things Catch on.”
@ctrappe #impact14AuthenticStorytelling.net
Actual breakdown ...
But the perception …And people are online!
Online:7 percent
Offline:93 percent
@ctrappe #impact14AuthenticStorytelling.net
What to do first…
Determine your “Why”?I do what I do because ...
@ctrappe #impact14AuthenticStorytelling.net
What to do first...
Focus on story and content development - not on cash creation first!
(Yes, you’ll want to make money. Eventually it will happen.)
Why?
Share publicly.
Scary?
@ctrappe #impact14AuthenticStorytelling.net
Benefits?
ConnectionsBusinessMeaning
@ctrappe #impact14AuthenticStorytelling.net
How to get there?
Decision time: Do you want to?Commit the time
Decision maker buy-inDecide what to share!
Constant, relevant, new!“On Facebook much?”
@ctrappe #impact14AuthenticStorytelling.net
ToolsPick the right tools
@ctrappeTrappeDigital.com
@ctrappe #impact14AuthenticStorytelling.net
Getting started
GoMake it a habit
Measure what works and what doesn’t
@ctrappe #impact14AuthenticStorytelling.net
Questions? Comments?Christoph Trappe@ctrappeAuthenticStorytelling.net319-804-9853ctrappe@gmail.com
@ctrappe #impact14AuthenticStorytelling.net
top related