building business one story at a time
TRANSCRIPT
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
@DesignByIKEA @gloriabell
Customer Service
@JetBlue @gloriabell
What stories does your business have to tell?
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