storytelling and social media. penny de villiers

Penny de VilliersCEOImpi Social Media MarketingEmail penny@impisocialmedia.com

Influencing others to trust the story tellerShape decisionsChange behavior

Stories are

Session Goals

• Shift from Product thinking

→ Story thinking • Why stories work• Tell you some great

brand stories• Inspire you to find

your own brand stories

INSPIRINGSTORIES

INSPIRINGSTORIES

STORY

THINKINGSTORY

THINKING

ENGAGEMENTAND CHANGEENGAGEMENTAND CHANGE

INADEQUACYMARKETING

VULNERABILITIES INSECURITIES

STORY THINKINGSTORY THINKING INSPRING STORIESINSPRING STORIES

ENGAGEMENT AND CHANGEENGAGEMENT AND CHANGE

PRODUCT THINKING PRODUCT THINKING

Traditional marketing strategies used the funnel metaphor to describe consumer touch points. All focus in the first steps of the process…

Story tellingLets talk about

Applies to all types of learning. People are said to learn visually, auditory and some kinaesthetically.

Story telling puts people into listening mode.

What we experience

Embed it in a story and it will be remembered better than presenting information

Proven FactBy Academics

12

Why use Stories?

Stories are timeless

Search Share Devices

Stories are contagious and viral

essence of human experience

Stories are the

Shift from merely brand affinity, to focusing on people, and what they VALUE.

Great storytellers don’t remind us of how GREAT they are but how great WE are.

Brands are not the hero’s. The AUDIENCE is the HERO of the story.

We should be helping people to become more heroic in their own lives and to REACH deeper and get more in touch with themselves.

New style of brand storytelling

3 Brands and four stories

There is Greatness in all of us

The idea is simply that

It’s an inspirational theme Challenging us to find our unique

strengthsPossibilities, hope “were all capable of

it”

The specific role of myths was ultimately to convince people that they could be heroes and not just for themselves but for others.

A hero is someone who has given his or her life to something bigger than oneself.” ― Joseph Campbell

The hero is the audience

Pepsi show us how to INSPIRE stories

Refresh everything campaign

6 Million people visited FacebookOver 400 video submissions

Videos received over 400 million page reviews63 million votes

Over 700 blog postings mentioned the campaign

23

Living in the moment is all about living like there's no tomorrow. Realizing beauty in every moment.It’s a conscious act that requires participation, not just observation,

but the reward is a richer, fuller life.

This is your life, live for now!

What are the key

building blocks

of your brand?

What values do you want to defend?

Begin this journey of creating stories for your brand which will touch the lives of your audiences and change behaviour

penny@impisocialmedia.com Thank You!