Wi! It Spread?

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A little about me

I’m E!e. I founded Pinba!.

{@ElleShelley | #LunchAndLearn | #WillItSpread}

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What’s with the name?Old Sch"l: Bowling

New School: Pinball

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We build brand stories.

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Your brand is not

logo, colors, fonts

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Your brand is

the stories people tell about it. These stories can be carefully

crafted to change how people talk, feel, act and think.

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Why use stories to build your brand? “76% of consumers

believe companies are untruthful in their advertising.”

source | Bold Mouth’s “Perceptions, Practices, and Ethics” report

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The most brilliant brand stories go viral.

And speaking of viral, let’s debunk a myth:

Viral Marketing is useless.

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You CAN

to build your brand. harness the power of viral

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Introducing the Viral Algorithm B! x (PM) x (OM) x (EM) = VIRAL MAGIC

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Introducing the Viral Algorithm B! x (PM) x (OM) x (EM) = VIRAL MAGIC

Paid Media

Owned Media

Earned Media

Viral Coefficient

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Let’# define Paid, Owned, Earned Media

Paid

Owned EarnedMedia

Facebook Ads, Banner Ads, Sponsored stories, Sponsored Tweets, Sponsored Trends, YouTube Ads

Websites, landing pages, blogs, Branded Facebook/Twitter, white papers.

Traditional Media coverage, guest blogs, testimonials, Re-tweets, shares, comments.

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You can control Paid, Earned + Owned!

Good news!

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You can’t control the x, which is called the Viral Coefficient.

Bad news:

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What the F?#K is a Viral Coefficient?

(Let’s do a little experiment)

Viral coefficients appear as coefficients in the viral expansion of the pressure of a many-particle system in powers of the density, providing systematic corrections to the ideal gas law. They are

characteristic of the interaction potential between the particles and in general depend on the temperature.

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You're not just telling a story for the sake of telling a story—you're using it to achieve your brand’s objectives.

Viral Principle #1 | Know Your Objectives

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Example: BlendTech – Wi! it Blend?

Tactic to Try #1 | Increase Market Share

Every brand has Social Currency – something interesting that people will talk about, both online and offline. The job of a

Brand Storyteller is to identify Social Currency and use it to help move the

business forward.

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Example: Corning | A Day of Gla$

Tactic to Try #2 | Generate Leads

A brand’s Social Currency doesn’t have to be whatever good or service is

available today. In fact, some of the best Brand Stories provide a peek into the future, creating demand for products

before they’re available.

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Example: Do!a% Shave Clu&

Tactic to Try #3 | Objection Handling

Overcome resistance by crafting brand stories to handle sales objections. These can be fun, tongue-in-cheek ways to get

new customers.

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Viral Principle #2 | Know you Audience

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Ever tried to spread cold butter on bread?

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Build the RIGHT community Scientific Community Building

Fans0 1M

Energy (Time & Money)

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Example: Ore': Dunk in the Dark

Tactic to Try #4 | Capitalize on Real-world Events

Timing is everything. Keep your eyes and ears open for organic opportunities

to hijack trending topics and news stories.

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Every brand has a story – what’s yours?

Viral Principle #3 | Know your story

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How You Craft Your Story

Tell your story through the words of others. Highlight the conflict and struggle.

Stories are about mistakes and struggle, because that's how we learn.

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Example: Domin'’# | Pizza Suck#

Tactic to Try #5 | Good Guys + Bad Guys

Every story has to have some kind of bad guy, or there's no story.

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Example: Hol() | Manife('

Tactic to try #6 | Motivate and Inspire

Engage the senses – visuals and music. People remember stories better than facts, and they remember stories that engage the

senses more than ones that don't.

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Example: Kmart | Shi* my pant#

Tactic to Try #7 | Introduce New Products + Services

Stories get people involved at a deeper level because they engage the senses and emotions and activate the brain. We learn

more and remember better.

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Strong Brands Produce Higher Returns

The ROI of Brand Storytelling

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Strong Brands are Valuable Aassets

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Strong Brands have inherent value have inherent value

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And because every brand deserves a happy ending!

–AGATHA CHRISTIE, British Novelist & Playwright

“With method and logic one can accomplish anything.”

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THANK YOU!