are good at displaying their products on Social, but these posts lack the engagementand positive sentiment thatsocial media marketers seek.And ultimately, the social promotional efforts give lackluster results in terms of sales and brand loyalty.
A LOT OF BRANDS
01
PERHAPSYOUR BRANDhas developed a moresophisticated way oftelling the brand storyby sharing posts reiterating the brand promise. Despite these efforts, your desired results have still not come to fruition.
02
THE ANSWER IS SIMPLE,
03
but not always easy to execute. On Social, it’s important a brand not just tell its story, but rather, the brand story be created in tandem with the consumer. It’s crucial you develop a unique method of doing this which not only increases engagement but cultivates brand loyalty, ultimately leading to a significant ROI.
7 STEPS
041. Identify Audience2. Market Research3. Identify Archetypes4. Brainstorm Meaningful Storylines5. Create Dynamic Content6. Test & Measure Response7. Develop Appropriate CTAs
IDENTIFY AUDIENCE
05
YOU WANT TO KNOW MUCH MOREthan the demographics of the people already following your page. You’ll want to determine the makeup of your desired audience, in addition to the demographics of those who influence your desired audience. Understanding your consumer as a whole is vital to your success.
MARKET RESEARCH
06
EXPLORE MANY AVENUESwhen it comes to your target audience’s behavior. Of course, you want to know how they interact with your brand as well as other similar brands, but you also want to find out how they engage with other verticals, how they behave on social, basic shared values, and how they see themselves.
IDENTIFY ARCHETYPES
07
TRADITIONALLY, 12 ARCHETYPESmake up the characters ofdynamic storytelling. Based on your understanding of the target audience, find the top 3-5 archetypes yourconsumers are most likely to see traits of in themselves.
CHARACTERISTICSStrength, courage,stamina, faith,competing againstgreat odds
CHARACTERISTICSBelonging to a group, willingness to sacrifice for others
CHARACTERISTICSOpenness to experience, trust, honesty
CHARACTERISTICSHumor, originality, irreverence
CHARACTERISTICSFairness, stewardship,accountability
CHARACTERISTICSCompassion, steadiness, loyalty,empathy
CHARACTERISTICSLeadership, risk taking, individuality,bravery, honesty
CHARACTERISTICSNonconvformity, imagination, sense of aesthetics
CHARACTERISTICSIndependence, testing limits, bravery, non-conformity
CHARACTERISTICSOrder, stability, control, tradition
CHARACTERISTICSSurprise, powers of perception, intuition cleverness
CHARACTERISTICSWisdom, intelligence, clarityof thought, rational decision making
CHALLENGESArrogance,delusions of grandeur
CHALLENGESLack of own identity, obsession, jealousy
CHALLENGESNaive, denial that problems exist
CHALLENGESCruelty, being misunderstood,inefficiency
CHALLENGESRighteousness, recklessness
CHALLENGESArrogance, delusions of grandeur
CHALLENGESNegativity, lawlessness, fanaticism
CHALLENGESOver-dramatization,perfectionism
CHALLENGESAimlessness, Alienation,self-indulgence
CHALLENGESEntitlement, greed, irrelevance
CHALLENGESTrickery, manipulation,hubris
CHALLENGESFeeling disconnected, passiveness, arroganceLOVER
HERO
CAREGIVER
REBEL
SAGE
SOVEREIGN
CITIZEN
CREATOR
MAGICIAN
INNOCENT
JESTER
EXPLORER
BRAINSTORM STORYLINES
08
LIKE WRITING A SCRIPT,brainstorm storylines those in your target audience might say or think in their everyday lives (i.e. “Today, he changed the world for one person.”) Those lines should then be divided and compiled into categories representing the identified archetypes.
CREATE DYNAMIC CONTENT
09
STORYLINES AND IMAGERYshould be married together to create powerful posts which speak directly to the values and desires of your target audience. Craft post copy with engaging questions, giving your audience an opportunity to respond to the message.
TEST & MEASURE
10
AT FIRST GLANCE,all archetypes tend to perform very well, regardless of themessage. What you may find interesting is the difference in how audiences interactwith each specific archetype. One archetype is likely togarner shares, while another will see a large number of comments. Do several months of A/B testing, andscrutinize the results with great precision.
DEVELOP CTA’S
11
BASED ON KPI’S use your discovered insights regarding how
people interact with specific archetypes to ascribe themost powerful CTA’S with each post. For example, onebrand has identified User Generated Content as a toppriority for 2017. Knowing that a Citizen Archetype wasmost likely to attract personal comments, they paired a
Citizen storyline with a picture describing what they wanted the audience to do (share pictures). The results speak
for themselves.