Transcript
Page 1: Six steps to move from traditional marketing to authentic storytelling

6 Steps to stop traditional marketing and start authentic blogging

By @ctrappeMumbai

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Why listicles?6 reasons to blog

22 ways to waste time18 ways to turn your computer on

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#bnlf @ctrappe

#bnlf @ctrappe

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Traditional marketing

I’m the best.Buy from

me.People

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Next buzz phrase: Two-way conversation

Me You

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Wait, why aren’t millions talking to me?

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Try more of a community

Me

You

Stories Stories

Stories

StoriesStories

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Try more of a community

Me

You

Stories Stories

Stories

StoriesStories

ConversationConversation

ConversationConversation

Conversation

#bnlf @ctrappe

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Try more of a community

Me

You

Stories Stories

Stories

StoriesStories

ConversationConversation

ConversationConversation

Conversation

Transactions

Transactions

Transactions

Transactions

Transactions

Transactions

#bnlf @ctrappe

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Try more of a community

Me

You

Stories Stories

Stories

StoriesStories

ConversationConversation

ConversationConversation

Conversation

Transactions

Transactions

Transactions

Transactions

Transactions

Transactions

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Today’s exercises:1) Reflect on own

2) Share with neighbors3) Share with group

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1.Make up your mind… and go.

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Make up your mind exercise

• Why do it?• Negative consequences? • Who needs to buy in?

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2. Determine the need

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Don’t overthink this! Some needs aren’t apparent!

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Determine need

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Offline listening is OK, too!

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Exercise: What need are you filling?

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3. Buy-in

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You

Family

Friends

Coworkers

Bosses

Your audien

ce

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AKA:Approval

hell!

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Buy-in exercise

• How will you handle getting buy-in? Or will you?• Conversations to be had.• Let’s take it step by step.

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4. Stories

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What makes a good story?

• Conflict• Authenticity• For a defined audience

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Story shopping

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Picking the right details

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Don’t forget about the end

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Authentic stories don’t have right answers.

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Image courtesy of digidreamgrafix at FreeDigitalPhotos.net#bnlf

@ctrappe

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Story exercise

• What’s a recent story that is worth sharing1. Think about it first2. Share with neighbor3. Group discussion

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5. Measurement

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HOW DO WE KNOW IT’S WORKING?Yes, I’m yelling! Ha.

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BlogOffline

Social media

Printed stuff

Other stuff

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Exercise: How will you measure success? Why?

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Sometimes you can’t measure success or ROI.

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6. How to keep going. This is a marathon not a sprint.

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Use every piece of content at least on six channels.

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Get on a schedule

Social Blog

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Politically incorrect ....

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Politically incorrect isn’t always actually incorrect.

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If you only link on social media, you aren’t doing it

right!

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60-30-10

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60 – Talking30 – Responding/Resharing

10 - Links

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In review

1. Make up your mind2. Determine the need3. Buy-in4. Stories5. How to measure success and when it’s OK not to be able

to measure it!6. Keep going! This is a marathon not a sprint

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Questions?Disagreement?

Etc.

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Stay in touch!AuthenticStorytelling.net

@[email protected]


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