internet marketing association 2014 re-imagine marketing through authentic storytelling
DESCRIPTION
Re-Imagine Marketing through Authentic Storytelling Search algorithms change. Social networks evolve and sometimes fizzle away. One thing that isn’t going anywhere is the consumer’s need for relevant, educational, compelling and helpful information. The brands that feed this need -- in the most relevant manner -- will have the most customers, advocates and will make the most money! This interactive session - led by IMA Master Storyteller and Executive Council Member Christoph Trappe - shares how you’ll steer your marketing projects toward digital excellence by sharing authentic stories that align consumers with your business goals. It will help your organization stay relevant with today’s and tomorrow’s connected consumers.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 [email protected]@gmail.com
@ctrappe #impact14AuthenticStorytelling.net