sticky stories building memorable, shareable brand-building content

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Sticky Stories Jeff James [email protected] twitter.com/buildingbelief

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How do you break through the clutter in a world where each of us receives 3,000 to 5,000 commercial messages a day? Our brains are wired for paying attention to and remembering stories. So how do you build sticky brand stories around your organization, product or service?

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Page 1: Sticky Stories   Building memorable, shareable brand-building content

Sticky Stories

Jeff James

[email protected]

twitter.com/buildingbelief

Page 2: Sticky Stories   Building memorable, shareable brand-building content

Ten Pillar Descriptions

The Ten Pillars of Meaningful Marketing™Understanding What do your employees/customers/partners believe? What do they want to believe? What do you want them to believe about you or your product/service?

Engagement Campaigns and communication - How, when, where the story will be told in unexpected, breakthrough ways

Priority Choosing first the ones who will choose you - Segmenting customers and stack-ranking who is most valuable to you

Surprise Unexpected value - emotional and functional – that exceeds expectations and builds into a dependence that they won’t be able to live without

Differentiation Competitive strengths that set you apart- Finding the core of who your organization is and why that is special and unique in both emotional and functional benefit categories

DialogThe power of intimacy and the path to loyalty - Interactive communications that lead to relationships

Alignment Internal buy-in and readiness…are your people ready? Helping your team see, understand, believe and live out the vision

Empowerment Incentive and opportunity to share the great experience with others

Mythology Your brand, your story that builds belief and inspires action

Innovation The next surprise - Feeding the addiction of being delighted with new value

http://www.mythologymarketing.com/pillars/

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“Big kids table…”

Page 4: Sticky Stories   Building memorable, shareable brand-building content

Why do stories matter?

Page 5: Sticky Stories   Building memorable, shareable brand-building content

Creating Change

The Rider(Intellect, Logic)

The Elephant(Emotion, Desire, Impulse)

The Path(Environment, Prompts, Tools)

To effect change, you must address all three effectively

Switch: How to Change Things When Change is Hard © 2010 Chip and Dan Heath

Page 6: Sticky Stories   Building memorable, shareable brand-building content

Our Brains Love Stories

• Activates multiple areas of our brains

• Our brains place us in the story – we get involved

• We can plant ideas, thoughts and emotions into the listeners’ brains (“neural coupling”)

• Personal stories and gossip make up 65% of our conversations.

Page 7: Sticky Stories   Building memorable, shareable brand-building content

Beginning Assumptions

• Customers freeze and avoid decisions • Implication: Simplify and/or make it simpler

to choose

Too many choices/issues becomes depressing

• Only about 4 are positively remembered • Implication: “Sticky” messaging

The noise is overwhelming - 3K – 5K media messages a day

• About 7% trust advertising messages• Implication: Empower advocates and foster

word-of-mouth

Nobody believes your advertising

Page 8: Sticky Stories   Building memorable, shareable brand-building content

Beginning Assumptions

• Our brains are wired to involve emotion in decision-making

• Implication: Publish a steady stream of emotion, backed up with evidences and details as needed

People make emotional decisions

• Word-of-mouth is the dominant influencer across almost all product/service categories

• Implication: Empower your third-party fans

Word-of-mouth drives the most influence

• By far the most preferred information source across all age groups except most senior among us

• Implication: Web presence is the most central marketing discipline

The web is the preferred information platform

Page 9: Sticky Stories   Building memorable, shareable brand-building content

Benefits of Sticky Stories

• Spend less marketing budget to achieve greater results

• Longer-term loyalty • Greater word-of-mouth advocacy • Easier to shape and integrate marketing

campaigns – Print, TV, radio, social media, web, mobile

Page 10: Sticky Stories   Building memorable, shareable brand-building content

What’s Their Story?

Page 11: Sticky Stories   Building memorable, shareable brand-building content

What’s Their Story?

Page 12: Sticky Stories   Building memorable, shareable brand-building content

What’s Their Story?

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Building Your Mythology

• myth·ol·o·gy   a set of stories, traditions, or beliefs associated with a particular group or the history of an event, arising naturally or deliberately fostered

• What builds belief? • Purpose of mythology - What human emotions

can you connect with? • What should the structure of the story look like?

Page 14: Sticky Stories   Building memorable, shareable brand-building content

Emotional Value:Connecting via Archetypes

Belonging&

Enjoyment

Independence&

Fulfillment

Stability & Control

Risk & Mastery

CreatorCraft

something new

CaregiverCare for others

RulerExert Control

JesterHave a

good time

Regular Guy/Gal

OK as you are

LoverFind and give love

HeroSave the day

OutlawBreak the

rules

MagicianAffect

transformation

SageUnderstandour world

ExplorerMaintain

independence

InnocentRetain or

renew faith

The Hero and the Outlaw, Margaret Mark & Carol Pearson © 2001

By a factor of three, what you do is not nearly as important as how it makes people feel.

- Seth Godin, April 2007

Page 15: Sticky Stories   Building memorable, shareable brand-building content

Emotional Value:Connecting via Archetypes

Belonging&

Enjoyment

Independence&

Fulfillment

Stability & Control

Risk & Mastery

CreatorCraft

something new

CaregiverCare for others

RulerExert Control

JesterHave a

good time

Regular Guy/Gal

OK as you are

LoverFind and give love

HeroSave the day

OutlawBreak the

rules

MagicianAffect

transformation

SageUnderstandour world

ExplorerMaintain

independence

InnocentRetain or

renew faith

The Hero and the Outlaw, Margaret Mark & Carol Pearson © 2001

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Story Development

• Origin Stories • Transformation Stories • Shared Experience Stories• “You Won’t Believe This…” Stories• Rebel Stories

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Origin Stories

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Transformation Stories

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Shared Experience

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“You Won’t Believe This…”

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Rebel Stories

21

Page 22: Sticky Stories   Building memorable, shareable brand-building content

Rebel Stories

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What Makes an Idea Stick?SUCCESs• Simplicity

– Finding the core of the idea

• Unexpectedness– Combining surprise and interest

• Concreteness– Bringing it alive with the five senses (memory Velcro)

• Credibility – Tapping the power of authority – or anti-authority – to build belief

• Emotional – Priming people to care

• Stories– Generating involvement that leads to action

Made to Stick, Heath and Heath © 2007 Random House

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Exercise

Create and share a sticky story!• Your childhood• Your kid • Your spouse • Your organization

Page 25: Sticky Stories   Building memorable, shareable brand-building content

Time to Build Belief…

mythologymarketing.com