sxsw social storytelling presentation

59
Storytelling The next wave of social media marketing Presented by @MarkWilliams & @CarriBugbee #storytell #sxsw

Upload: liveworld

Post on 15-Apr-2017

7.447 views

Category:

Business


2 download

TRANSCRIPT

StorytellingThe next wave of social media

marketingPresented by @MarkWilliams &

@CarriBugbee

#storytell #sxsw

#storytell #sxsw

About @CarriBugbee• Join @PeggyOlson’s creative team

(new saga!) at Bit.ly/TeamPeggyList

• Social TV explorer, social media marketing strategist & speaker; advertising/PR pro

• Social TV columnist/analyst & editorial board member of TheSocialMediaMonthly.com

• Contributing author: “The Big Book of Social Media Case Studies, Stories, Perspectives”

• @socialTVtrends, @PeggyOlson, @JazzCrowd

• Bio & other profiles (G+): CarriBugbee.com

• Join Carri’s Diigo groups:• Storytelling for brands:

bit.ly/brandstorytips• Social TV: bit.ly/socialtvfilm• Social media training for marketers:

bit.ly/smmtrain

#storytell #sxsw

About @MarkWilliams

• Director of Social Strategy & Content Programming, LiveWorld

• Theater Actor, Director and Producer• “Forest Gump” of social media• BA in History, MFA in Theater• Travel in 6 continents, 50 states• facebook.com/mark.williams2• [email protected]

#storytell #sxsw

Client history includes: • Kraft Foods, HBO, MINI,

QVC, Sprint, TJX, a major sports league and…

• #1 retailer in the world• #1 CPG• #1 Travel & Financial

Services• #1 and #2

Pharmaceutical

Workshop Agenda

• Introduction (15 min.)• What is Social Storytelling and Who Is Doing It?

(30 min.)• Break (10 min.)• Developing A Storytelling

Framework/worksheets (35 min.)• Freightliner video (5 min.)• Break (10 min.)• Audience Participation – Lightening Round!

(35min.)• Social Samba (5 min.)• Wrap up (5 min.)

#storytell #sxsw

1. Be Kind FrieNDA

2. The Timekeeper Rules

3. You Know When The Break Is

4. Have Fun and Participate

5. The Timekeeper Rules

Workshop Agreements

FIVE

#storytell #sxsw

#storytell #sxsw

Why Are You Here?

Social “Engagement” Has Come To This?

#storytell #sxsw

#storytell #sxsw

And this?

And still more like this?

#storytell #sxsw

Until We End Up With This.

#storytell #sxsw

Storytelling has always been at

the core of smart marketing

“It's not called the Wheel. It's called a Carousel. It lets us travel the way a child travels. Around and around, and back home again... to a place where we know we are loved.” - Don Draper #storytell #sxsw

And Still Is Today

#storytell #sxsw

Social storytelling:

• Includes customer stories as part of the brand story

• Conveys brand attributes in a more memorable context

• Entertains customers and keeps them interested

• Teaches and educates in a fun, non-preachy way

• Inspires customers to spread the word about you

• Builds fans and advocates• Maybe even goes vir… (the marketing tactic

that must not be named!)

This is the Next Wave

#storytell #sxsw

Share What We See

Offer A Path

Inspire Your Next Step

#storytell #sxsw

What Is Social StoryTelling?(and who is doing it well?)

#storytell #sxsw

#storytell #sxsw

Case Study: Old Spicewith special guest Dean McBeth

Formerly senior digital strategist at Wieden+KennedyNow SVP of digital strategy and content at Ketchum Digital

#storytell #sxsw

Old Spice guy started in a “super bowl” commercial (actually just on the Web)

#storytell #sxsw

Old Spice on Twitter

#storytell #sxsw

Old Spice on Youtube

#storytell #sxsw

Old Spice on Facebook

#storytell #sxsw

Old Spice Website

Top 10 Tips for Social Storytelling

1. Customer comments/actions will guide good story ideas• What are customers are doing/saying now? Expand

on that.• Even negative comments can inspire ideas.

2. Social stories are often non-linear• You may have to work hard to maintain a consistent

thread and story arc; people in social spaces are ADHD.

• People will pop in and out; look for ways to pull them back in.

3. Stories should be both structured and improvisational• Create a plan, but know some of it will change.• Pay attention to what people like and do more of

that.• Respond in the moment to create surprise and

delight.• Set up parameters for spontaneity (particularly if

you have a big team or inexperienced team members).

#storytell #sxsw

Top 10 Tips for Social Storytelling

4. Use each social media platform to its best advantage• Create stand-alone platform experiences that are

enhanced by cross-platform participation.• Need team members who really know your

platforms—technical and community expertise.

5. Give people something to do—and reward them• Build in incremental payoffs along the way.• People want to know how hard they’re going to

work and what they’ll get for their time.

6. Highly visual• Tell your story in pictures as well as words.• You can even tell a story with just pictures (or

video).#storytell #sxsw

Top 10 Tips for Social Storytelling

7. Focus on share-ability• Create moments that’ll make people want to spread

your content.• Incorporate the right tools to do this (obvious and

easy to use).8. Use data to personalize the experience

• Track what people like and what they say.• Gather social data via authentication tools and

apps.9. Track your biggest fans—pay it forward &

give back• They’ll help seed your content & be your

champions.• They might also be your test group.

10.No storytelling talent on your team? Get outside help—and develop internal team (may take awhile)• Hire experienced writers/storytellers for project

work.• Enlist help of visual storytellers: filmmakers,

photographer, graphic designers, etc.

#storytell #sxsw

Fans got the ball rolling

#storytell #sxsw

Other fans thought it was a “real” campaign

“…now it looks like the show's marketing team has stepped up the game again by really jumping into the social media space.”

MadMenYourself.com

#storytell #sxsw

Brand-enable

dUCG for

Mad Men

#storytell #sxsw

Brand-enabled UCG(In response to user-initiated events)

#storytell #sxsw

Mad Men partnered with Banana Republic

Fashion as transmedia

#storytell #sxsw

#storytell #sxsw

Break(10 min)

StoryTelling Building BlocksWhat do you need to tell a story?

#storytell #sxsw

Elements of a Story

Characters | POV | Objectives

Initiating Action | Obstacles

Time Limits | Rising Action

Resolution&

Denouement

(check out pages 4-8 in the handout)

#storytell #sxsw

#storytell #sxsw

Three Ridiculously Easy Ways To Improve Your Brand Story

NOW

• Change Your Perspective: It’s About Customers, Not You

• Weave a Theme into your Messages to Create an Arc

• Incorporate Fan Responses to Advance the Story

Five Elements To Telling Any Story

1.A Character We Identify With2.Context For The Story• Place – literal, channel/medium (text,

images, video)• Time• Relationship With Another Character

3.A Challenge To Overcome4.A Story Arc with an Ending

#storytell #sxsw

#storytell #sxsw

• To Express Themselves

• To Connect With or Make Friends

• To Gain Attention

• To Gain Status

Why Do People Participate In Social Networks?

#storytell #sxsw

A Short Brand Story…

Let’s Break It Down

1.Who Is The Character We Identify With?2.What Is The Context For The Story?• Place -• Time -• Relationship With Another Character –

3.What Challenge To Overcome?4.Is There A Story Arc with an Ending?5.Is It A Social Story?

#storytell #sxsw

#storytell #sxsw

Worksheets (30 minutes)

Platform strengths & usage opps (online)

1. FacebookA. Big audience potentialB. Multi-media—video, photos, interactive appsC. Offline component—events, check-ins, dealsD. Threaded conversationsE. Robust advertising platformF. Real people with mostly symmetrical relationships

2. TwitterA. Discovery—people can find like-minded people and

topics of interestB. Tagged conversations—hashtags make it easy to

find/track infoC. Trends—organic and paidD. BrevityE. Becoming multimedia (nascent with video, aka

Vine)#storytell #sxsw

3. PinterestA. VisualB. Heavily skewed female (fashion, beauty, weddings,

gifts)C. Aspirations, interests and hobbiesD. Topic-basedE. Self-branded identities

4. Location-based apps (FourSquare, etc.)A. Geo-targeted campaigns/activitiesB. Distribution to other social channelsC. Mapping D. Augmented reality (with third-party add ons)E. Tips and reviews

Platform strengths & usage opps (online)

#storytell #sxsw

Platform strengths & usage opps (online)

5. InstagramA. Creative and playfulB. Highly mobile C. Time and place (easy to track)

6. LinkedInA. B2B focusB. Other ideas?

7. YouTube (and other video sites)

8. Blogs (on domain)

9. Owned communities

10.Branded mobile apps#storytell #sxsw

#storytell #sxsw

Case Study: Freightlinerwith special guest Tom Bennett

Formerly sr. strategist at The New GroupNow strategy consultant with XPLANE

Case Studies

#storytell #sxsw

#storytell #sxsw

Case Studies

#storytell #sxsw

#storytell #sxsw

Case Studies

#storytell #sxsw

Case Studies

#storytell #sxsw

#storytell #sxsw

Break(10 min)

#storytell #sxsw

Lightening Round/Breakout!(35 min)

MINI USA: Identity Converges

• “Not normal”

• Brand built around shared customer stories

• Wedding photos

• Car as profile

• FB timeline apphttp://www.minispace.com/en_us/

#storytell #sxsw

Case Study: Nortonwith special guest Aaron

Williams CEO and founder of SocialSamba

#storytell #sxsw

Social Storytellingwe turn characters into social “friends” that fans love to engage with

Norton’s Cybergeddon Saga: http://bit.ly/NortonCyber

Deep Engagement:•9.98 min / visit•2.82 visits / unique•32% referral traffic•7,171,626 in-story

comments

Productive Customers2012 Emmy NomineeInteractive Television Programming

SocialSamba Inc.The Leader in Social Storytellingwww.socialsamba.com

Aaron WilliamsCo-Founder, CEOp: 408-337-2622e: [email protected]

#storytell #sxsw

Three Things To Remember

1. It’s an EVOLUTION, not a revolution

2. Give people something to do and reward them.

3. Plan to adapt: listen, respond and react.