Storytelling on Social MediaLolita Osorio, AVP Communications

May 2019

American Fraternal Alliance, Chicago

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MARKETING IS NOLONGER ABOUT THE

STUFF THAT YOU MAKE, BUT ABOUT THE

STORIES YOU TELL.

- Seth Godin, Entrepreneur, Blogger, Marketer.

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Storytelling – 101

Elements of a great story

§ Bring stories to life by focusing on the people

§ Build strong characters and emotive content

§ Develop captivating, genuine storylines, continuity

§ Make it Relatable: Connect to the familiar

§ Stick with a narrative that works§ Listen § Know your audience

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Know Your Audience

31%

38%

31%

Age

25-34 35-44 45-54

65%

35%

Gender

Female Male

81%

16%

3%Countries

US Canada UK

48%

20%

17%

15%

Cities

Toronto NYCChicago Houston

Facebook: 19,349 Followers; 19,948 Likes Peak times: Thurs and Fri 3-9PM

§ Who are they?§ What are they interested in? § What matters most to them?§ When are they online

§ What kind of content historically has had greatest engagement?

§ Speak to them about what they want to hear, not what you think they want to hear

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Bring your People Stories to Life#IWD2019 Campaign

Reach: 483; Engagement rate: 5% Reach: 413; Engagement rate: 6%; Unique viewers: 280

§ Create a story telling culture at your organization

§ Give your people a voice and a seat at the table

§ Get them involved in building the narrative and excited about the brainstorming & execution

§ Tap into what matters to them

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Be Genuine and Authentic

OneWalk Fundraising Kick-offDress for your day policy

Admin Professionals Day

§ Feature employees

§ Celebrate your people

§ Highlight your culture

§ Serve up content that resonates

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Tap into Emotions

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Engage Others to Tell Your Stories

Youth ambassador, advocate, spokesperson

Series: Millennial profiles

§ Find storytellers at your organization

§ Identify and train brand ambassadors

§ Get employees/members talking about your mission, culture

§ Strategically engage them to highlight their experience unique perspective –connect it to your mission, vision, values

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Don’t Just Talk About Yourself

§ 80/20 rule

§ Provide value, insights and analysis to followers

§ Share articles, blogs, Ted Talks

§ Listen and follow trends

§ Share advice, tips

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Look to Others for Inspiration

• Evelyn – my former summer student • Lives with type 1 diabetes• Model for Aerie real-people campaign• Turned social media influencer

§ Talk to Summers, Interns, Co-ops

§ Engage your Millennial workforce

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Keep It Simple

§ It doesn’t have to be complicated to be engaging

§ Use sound bytes of successes

§ Share your news; or your people’s take on the news/industry

§ Serialize, drip feed content, shoot video with social in mind

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Try New Things

§ Experiment with different content types and approaches: infographics, videos, stories, Instagram Q&A, FB Live, Instagram takeover

§ See what resonates

§ Don’t be afraid to fail

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10 tips to effective storytelling

1. Tell your stories from the inside out – the employees’ or members’ perspective vs the corporate one

2. Listen – and respond to what’s trending. Become part of the conversation

3. Identify Brand Ambassadors to help you spread the word, develop content and start conversations

4. Plan. Set goals and develop content calendars.

5. Follow 80/20 rule – avoid navel gazing

6. Serialize, drip feed content –snippets, videos, etc. from your membership report

7. Keep it simple, be genuine

8. Tap into emotions

9. Write posts for each channel. Experiment with different content types and don’t be afraid to try something new.

10.Measure results and modify your strategy accordingly

Thank you