building your brand through social media storytelling

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Building Your Brand through Social Media Storytelling

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Page 1: Building Your Brand through Social Media Storytelling

Building Your Brand through Social Media

Storytelling

Page 2: Building Your Brand through Social Media Storytelling

Jenny Messmer Digital Marketing Manager

[email protected]@JMess

Page 3: Building Your Brand through Social Media Storytelling

Today we’ll talk about1. Inspiring your fans and followers share their

stories about your brand.

2. Telling your brand story in an engaging way.

3. Tips to do all of that on a limited budget and with limited resources.

Page 4: Building Your Brand through Social Media Storytelling

• “We always like to say that we don’t own our social media channels, our fans do. As a result, our social media strategy is aimed at growing and maintaining a highly engaged global community of Dunkin’ Donuts fans. We work to consistently provide meaningful content and promote a two-way dialogue between the brand and our passionate fans.”

– Interactive Marketing Manager, Dunkin’ Donuts

Source: http://socialtimes.com/how-dunkin-donuts-uses-social-media_b100752

Page 5: Building Your Brand through Social Media Storytelling

Know your brand

• Biggest and Best• Fun and Imaginative• Always Changing• Family Learning &

Memories

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Inspire your fans to share their stories

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Treasures of the Earth Opening80 stories

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100 Toys600 stories

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Indianapolis Museum of Art: Snapshot

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Holocaust Museum: Remember Me

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Chick-Fil-A: Customer Stories

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Hot Wheels®: Facebook Fan Photo of the Week

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Walt Disney World: Fans in the Park

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Tell your brand story in an engaging way.

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VIDEO

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Sept. 7, 2010Launched first

This Week’s WOW!

9 monthsJan. 1–Sept. 6, 2010:

6,675

3 monthsSept. 7–Nov. 30, 2010:

6,186

This Week’s WOW

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Video Views• Jan. 1–Dec.31, 2010

15,063 views

• Jan. 1–Dec. 31, 201152,320 views

• Jan. 1–Oct. 31, 201296,264 views

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Holiday World

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Monterey Bay Aquarium

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CONTESTS

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San Diego Zoo - Instagram

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San Diego Zoo - Pinterest

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GRAPHICS

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Know your brand

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Make it timely and relevant

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Make it personal

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Resources and $$$

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PLAN

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Created Content Calendar

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REPURPOSE

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Established Content Crew• Inspired by Sports Illustrated

– There is no digital department– Producing more with the same– Editorial and design workflow changes– Sports Illustrated doesn’t think of itself as a

magazine, but as a sports media company.

Source: http://mashable.com/2011/07/31/sports-illustrated-inside-look/

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MEASURE

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What Tools We Use• Facebook Apps

– Build a webpage and embed it into FB – free– North Social – $900 for year– Offerpop – $3000 for 6 months

• Blog– Compendium - $5,000 -- share your story capabilities– WordPress - free

• Video– 12StarsMedia - $800-$1000 per video if they shoot– Candidio - as low as $150/month (1 video per month)– Flip Cam - $200– iPhone

• Twitter– Hootsuite - free or $10/month for pro account plus additional users

Page 44: Building Your Brand through Social Media Storytelling

Jenny Messmer Digital Marketing Manager

[email protected]@JMess