the power of s-t-o-r-y - ragan communications...the power of s-t-o-r-y: how to create and distribute...
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The Power of S-T-O-R-Y: How to create and distribute corporate narratives
that move audiences, social media and markets
Michelle KillebrewProgram Director Strategy
IBM Social Business
Buddy ScaleraSenior Director Content Strategy
The Medicines Company
Michelle Killebrew
@ShellKillebrew
IBM.com
Before We Get Started
Buddy Scalera
@MarketingBuddy
TheMedicinesCompany.com
#RaganLinkedIn
Presented at Content Marketing Summit at LinkedIn in Mountain View, CA.
Why Content Strategy?
Analyst Richard Fouts noted that:
“Gartner sees a lot of well-intended marketers dive straight into content
marketing’s creative process at the expense of crafting vision and goals (it’s
understandable; the creative side of content marketing is more fun).”* Yet,
research shows that marketers with a content marketing strategy are 600 percent
more likely to be effective.**
And Fouts agrees: “Content marketing provides a powerful fuel for all your
initiatives. But it happens best when based on a vision and a strategy.” *
* Before You Launch Content Marketing, Do This, Gartner Blog, Richard Fouts
** B2B Content Marketing 2014: Benchmarks, Budgets and Trends – North America by Content Marketing Institute and MarketingProfs
Why Storytelling?
“As marketing and advertising evolves and gets more digital, people are
getting completely overwhelmed with the noise of it all. The story line and
narrative is something that in the world that we live in people can
resonate with. It’s intrinsic in our human nature for story lines to resonate.
So it’s just of way of engaging with people as individuals in a way that they
can relate to.”
~ Michelle Killebrew, Program Director, Digital Marketing Transformation
for Cloud at IBM
#Storytelling makes brand stories
relatable. @MarketingBuddy
@ShellKillebrew #RaganLinkedIn
…lived a woman named Michelle
Normal life.
Normal job.
Life, work, family.
Then One Day…
She had some unexpected hair
and nail growth.
M
Her User Journey Began...
Unusual Monthly Hair Growth
Lunar-Lycanthrope.com/monthly/hair_nails-growth.html
Unusual hair growth is often associated with the health condition lunar lycanthropy.
There is no cure, but a healthcare professional may help you control your
symptoms.
M
Let’s Meet Michelle
MICHELLE
Age: 37
HHI: $120K
Relationship Status: Married with 2 dogs
Education: BA
Location: San Francisco
MICHELLE’STORY
I am always on the go. Work and family pressures are constantly pulling me in
different direction. I travel a lot for my job, so I don’t always eat right, but I do try to
hit the gym. I’m pretty good with my medications, but I sometimes I skip doses,
especially when I know I am going to be having a few drinks. I don’t smoke. I have
normal seasonal allergies. There’s a family history of multiple sclerosis, stroke,
and heart attack, so I see my doctor at least once per year for a normal health
checkup.
DIGITAL CHANNEL USAGE
Online Shopping News and sports Watches Online Videos
Medical Information Pays bills IM
Travel Shares photos Posts comments
Investing Looked for recipes Games
Listens to Online Radio Movie listings Looks for Employment
INFORMATION NEEDS
• Information support:‒ Starts every day with her news aggregators and
social networks, including Facebook
‒ Watches little television
‒ Keeps up with career-related content through blogs
and social media
• Staying current:‒ Research updates about new and existing products
‒ Information about healthy living
‒ Passionate about technology
‒ Owns one or more mHealth devices and is an
Android user
COMMUNICATION CHALLENGES
FOR LYCANTHRIAN
• Lack of awareness among age
demographic
• No family history of lycanthropy
• Generally asymptomatic and easy to
ignore
Understand your user. Creating personas
is fundamental to your content strategy.
@MarketingBuddy @ShellKillebrew
#RaganLinkedIn
Archetypical User Journey
SEEKERACTIVE
SOLUTIONCONSIDERER EVANGELIST
Seeking new
information
Seeking
informating in
greater depth.
Think “C” for
Comparison
Made a decision.
This is your
customer.
Ready to share a
personal success
story.
Searching Dr. Google
ACTIVE
SOLUTIONCONSIDER
Unusual hair and nail growth
Fangs, fur, and nails
Odd hair growth
Teeth and nails growing fast
Monthly nail growth
Nails and hair in strange places
Hair on my chin each month
Monthly growth hair & nails
How much hair is too much
Nails tear through blanket
Nails like claws normal
Unusual Monthly Hair Growth
Lunar-Lycanthrope.com/monthly/hair_nails-growth.html
Unusual hair growth is often associated with the health condition lunar lycanthropy.
There is no cure, but a healthcare professional may help you control your
symptoms.
M
Lunar Lycanthropy (aka werewolfism) M
Lycanthrian Branded M
Lycanthrian Persona: Full User Journey
Key word
Key word
Key word
Key word
Key word
Key word
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Key word
Key word Key word
SEEKERACTIVE
SOLUTIONCONSIDER
Lycanthrian Persona: Full User Journey
Hair nail
growth
Key word
Key word
Key word
Key word
Key word
Covered
in chicken
blood
Key word
Key word
Key word
Key word
Silver
jewlery
burns
Key word
Eastern
Europe
Key word
Howling
at moon
monthly
Key word
Key word
Lycan-
thropy
Key word
werewolf
Key word
Doctors
treat
werewolf
Key word
Key word
Key word
Lycan-
thropy
treatment
Key word
Lycan-
thrian
Key word
Lycan-
thrian
support
Lycanthrian
support group
SEEKERACTIVE
SOLUTIONCONSIDER
M
Key words
User Journey:
Content Length, Keywords, & Opportunity
SEEKERACTIVE
SOLUTIONCONSIDER
Content
Content: Short form. 150-200 words. Focus on symptoms.
Link Strategy: More detailed information. Primarily Seeker content, but modest Considerer.
KPIs: Symptoms page, regional map
Exposure: Symptoms checklist
Engagement: Watch short video,link to next content
Key words
User Journey:
Content Length, Keywords, & Opportunity
SEEKERACTIVE
SOLUTIONCONSIDER
Content
Content: Long form. 500-5,000 words. Deep, insightful information. Updated list of support programs. Condition news. Newsletter.
Link Strategy: Active content & evangelism
KPIs: Content involvement. Download medication storage guide.
Exposure: View latest data.
Engagement: Watch long video series.
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
M
Appetite for long-form content increases
as user journey progresses.
@MarketingBuddy @ShellKillebrew
#RaganLinkedIn
You Want to Disrupt
I’m where I want to
be reading the
content that is of
interest to me.
Here. Now.
Lunar Lycanthropy
M
Banners Disrupt in a Bad Way
In this case, I’m
reading about
something important
to my health. I’m
reading about Lunar
Lycanthropy.
And you want to
“disrupt” me by
retargeting me with
ads for shoes?
Um, that’s not how
to use disruption.
That’s just bad
marketing and lazy
advertising.
Go home.
Lunar Lycanthropy
M
When Banners Work
Are you promoting
something that’s
relevant to the
content I’m reading?
Your banner may be
disrupting in a good
way.
A shoe ad on a fashion
website? Sure!
A website that shares data
about Lunar Lycanthropy?
If done gently and with
some respect for the
patient, it could work.
Lunar Lycanthropy
M
Infographics
Your Funnel is Broken
SEEKERACTIVE
SOLUTIONCONSIDER
99%ANNOYED
1%SERVICED
Banner Ad Budget = 100%
This is OLD and no Longer Works
SEEKERACTIVE
SOLUTIONCONSIDER
99%ANNOYED
1%SERVICED
This Is Why
We Are Blind to Banners
User Journeys Work
SEEKERACTIVE
SOLUTIONCONSIDER
99%ANNOYED
1%SERVICED
THINK about user experience. #UX
@MarketingBuddy @ShellKillebrew
#RaganLinkedIn
Social Disruption
SEEKERACTIVE
SOLUTIONCONSIDER EVANGELIST
Social is: Context + Proximity
Context Proximity
Social Discovery
Context Proximity
Lycanthrian’s Page
Lycanthrian.com
Lycanthropos Anti-Anthropomorphium
Lycanthrian.com
Lycanthropos Anti-Anthropomorphium
M
Seeding Disruption:How It’s Done Right
Lycanthrian’s Page
Lycanthrian.com
Lycanthropos Anti-Anthropomorphium
Lycanthrian.com
Lycanthropos Anti-Anthropomorphium
For free!
They’re still ignoring your
ads, but they see what’s in
the timeline.
Halo effect. Personal brand
endorsing your product
Make it easy for your advocates to share
their stories on #social.
@MarketingBuddy @ShellKillebrew
#RaganLinkedIn
SEEKERACTIVE
SOLUTIONCONSIDER EVANGELIST
Context Proximity
PRE
SEEKER
SEEKERACTIVE
SOLUTIONCONSIDER EVANGELIST
Context Proximity
PRE
SEEKER
Lycanthrian.com
TLC
Print Banners
SEM
Sponsorships
Conferences
Google +
MoondancePharma.com
Medscape
Patient
Unbranded
Banners
SEM
Sponsorships
Conferences
Lycanthrian © 2013 Ogilvy CommonHealth Worldwide Graphic by Buddy Scalera & Ivan Ruiz
Complete Brand Footprint
and Ecosystem for Content
Michelle gets help from Lycanthrian.
Shares her My Moon Story on Facebook.
Friend discovers she also has
lunar lycanthropy.
Now they go to treatment together.
Michelle no longer howls alone. Awwww.
M
Or
(How to Use #Storytelling to Tell Your Brand Story)
#Storytelling gives people a reason to take
action. @MarketingBuddy @ShellKillebrew
#RaganLinkedIn
Getting Started
• Start with the Individual/Person:
Develop personas
• Find Out What They Need:
Analyze the user journey, not just your brand ambitions
• Provide Content that Reflects User Journey:
Offer variable-length content depending on the stage
• Build Your Content Story with the Entire Communications Team:
Develop a plan that reaches users from a variety of channels
• Make it Easy to Evangelize:
Provide easy tools for your customers to share personal experiences
Toolbox
Resources for Storytellers
• “Story” by Robert McKee
(yeah, it’s a book)
• IBM White Paper: The content
marketing challenge
ibm.biz/contentmarketing
Toolbox for StorytellersTechnology can help address content marketing challenges. The
most effective approach is to use a combination that includes:
1. A marketing operations system to manage the physical
workflow within the organization
ibm.biz/ExperienceOneSolutions
2. An enterprise asset content management system for the
physical management, distribution and use of marketing
assets ibm.biz/EnterpriseContentManagement
3. A third party content marketing platform that adds
automation, allowing marketers to create, reuse, modify and
localize content on their own, and provide the ability to deliver
dynamic content ibm.biz/25ContentPlatforms
Michelle KillebrewProgram Director, Digital Marketing Transformation
IBM Cloud
@ShellKillebrew
Buddy ScaleraSenior Director Content Strategy
The Medicines Company
@MarketingBuddy