story telling workshop_sxsw_2013
DESCRIPTION
TRANSCRIPT
Storytelling The next wave of social media marketing Presented by @MarkWilliams and @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
#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
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
What is social storytelling? And who is doing it well?
#storytell #sxsw
#storytell #sxsw
Case Study: Old Spice with special guest Dean McBeth
(video interview; Carri will post online later) Formerly senior digital strategist at Wieden+Kennedy
Currently SVP of digital strategy and content at Ketchum Digital
#storytell #sxsw
Old Spice guy introduced in a “super bowl” commercial, but was initially just on the Web
#storytell #sxsw
Twitter served as primary storytelling platform Old Spice guy interacted with fans & celebrities
Uploaded 187 YouTube videos in three days, directed to fans, celebrities or communities
#storytell #sxsw
#storytell #sxsw
Old Spice guy posted clever comments on Facebook in character
#storytell #sxsw
Old Spice Website connected people to social storytelling
Top 10 tips for social storytelling
1. Customer comments/actions will guide good story ideas • What are customers doing and 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 ADD. • 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 it. • 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
4. Use each social media platform to its best advantage • Create stand-alone platform experiences that are enhanced by
cross-platform participation.
• You need team members who really know the platforms you’re using—technical expertise and community connections.
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/apps for 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 and social sharing tools.
9. Track your biggest fans—pay it forward & give back • They’ll help seed your content and 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 and storytellers for project work.
• Enlist help of visual storytellers: filmmakers, photographers, graphic designers, etc.
#storytell #sxsw
Top 10 tips for social storytelling
Fans started social storytelling by impersonating characters on Twitter
#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 capitalized on Twitter characters by helping anyone to become a character
#storytell #sxsw
Brand-enabled UCG (on domain) encouraged & rewarded what people were already doing via Mad Men costume parties, YouTube videos, photos, etc.
#storytell #sxsw
Brand helps people live the Mad Men lifestyle (In response to user-initiated events)
#storytell #sxsw
Mad Men partners with Banana Republic Fashion as transmedia—fans become the brand
#storytell #sxsw
#storytell #sxsw
The next step? Join @PeggyOlson’s creative team! Sign up here: Bit.ly/TeamPeggyList
Storytelling building blocks What 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 with
2. Context for the story • Place – literal, channel/medium (text, images, video) • Time • Relationship with another character
3. A challenge to overcome 4. 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?
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
Social platform strengths and opportunities
1. Facebook A. Big audience potential
B. Multimedia—video, photos, interactive apps
C. Offline component—events, check-ins, deals
D. Threaded conversations
E. Robust advertising platform
F. Real people with mostly symmetrical relationships
2. Twitter A. Discovery—people can find like-minded people and topics of interest
B. Tagged conversations—hashtags make it easy to track & find like minds
C. Trends—organic and paid
D. Brevity
E. Becoming more multimedia (nascent with video, aka Vine)
#storytell #sxsw
3. Pinterest A. Visual
B. Heavily skewed female (fashion, beauty, weddings, gifts)
C. Focused on aspirations, interests and hobbies
D. Topic-based
E. Self-branded identities
4. Location-based apps (FourSquare, etc.) A. Geo-targeted campaigns/activities
B. Easy sharing/distribution to other social channels
C. Mapping
D. Augmented reality (with third-party add-ons)
E. Tips and reviews
#storytell #sxsw
Social platform strengths and opportunities
5. Instagram
A. Creative and playful
B. Highly mobile
C. Focused on time and place (and that’s easy to track)
6. LinkedIn A. B2B focus
7. YouTube (and other video sites) A. Branded channels
B. Entertainment focused
C. Heavy UCG participation (and built-in affinities for that)
D. Second biggest search engine in the world
#storytell #sxsw
Social platform strengths and opportunities
5. Blogs (on domain) A. You own the experience
B. Longer, more in-depth content
C. Makes stories more findable (SEO)
D. Build strong connections w/ influencers (bit.ly/influence_blogs)
6. Owned communities A. Create your own storyworld (definition: bit.ly/storyworlddef)
B. More immersive experience
C. Craft and own all (or most) aspects of the narrative experience
7. Branded mobile apps and mobile websites A. People can participate the way they prefer to use the Web
B. Especially important for younger audiences
#storytell #sxsw
Social platform strengths and opportunities
#storytell #sxsw
Case Study: Freightliner with special guest Tom Bennett
(video interview; Carri will online post later) Formerly sr. strategist at The New Group
Currently strategy consultant with XPLANE
#storytell #sxsw
Cultivated prominent truck drivers as social media correspondents (bloggers)
Case Studies
#storytell #sxsw #storytell #sxsw
Fans followed truckers & truck stats
Bloggers were on a literal and figurative journey
Case Studies
#storytell #sxsw #storytell #sxsw
Bloggers recognized IRL by their trucks
MINI USA: identity converges
• “Not normal” • Brand built
around shared customer stories
• Wedding photos • Car as profile • FB timeline app
http://www.minispace.com/en_us/ #storytell #sxsw
Case Study: Norton Cybergeddon with special guest Aaron Williams
CEO and founder of SocialSamba
#storytell #sxsw
Social Storytelling we turn characters into social “friends” that fans love to engage with
Norton’s Cybergeddon Saga: http://bit.ly/NortonCyber
Fans join fictional FBI agents to help solve cyber- crimes.
Story teaches people about importance of cyber-security in an entertaining, memorable way.
Story got 40% referral rate (fans telling other fans about it).
SocialSamba = Deep Engagement: • 9.98 min / visit • 2.82 visits / unique
• 32% referral traffic
• 7,171,626 in-story comments
Productive Customers 2012 Emmy Nominee Interactive Television Programming
SocialSamba Inc. The Leader in Social Storytelling www.socialsamba.com
Aaron Williams Co-Founder, CEO p: 408-337-2622 e: [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.