Embed Size (px)
DESCRIPTION
National Storytelling Network. (1997). What is Storytelling? Eldrbarry. Retrieved from http://www.eldrbarry.net/roos/st_defn.htm Rothenberg, R., and Hughes, M. (2011). You Have All the Tools You Need to Build Better Brand Stories. AdAge Blogs. Retrieved from http://adage.com/article/guest-columnists/storytelling-apple-google-chevy-led-success/229814/ Herskovitz, S., & Malcolm, C. (2010). The essential brand persona: Storytelling and branding. The Journal of Business Strategy, 31(3), 21-28. doi:10.1108/02756661011036673 Herskovitz, S., & Malcolm, C. (2010). The essential brand persona: Storytelling and branding. The Journal of Business Strategy, 31(3), 21-28. doi:10.1108/02756661011036673 C., Bonnie. (2012). Using Elements of Creative Storytelling in Marketing. Swipely. Retrieved from http://blog.swipelyworks.com/small-business-marketing-solutions/using-elements-of-creative-storytelling-in-marketing Brown, S., Kozinets, R. V., and Sherry, J. F. (2003). Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning. Journal of Marketing, 67, 19-33. Simply Zesty. (2011). Social media has evolved into the art of storytelling, and we must all become masters of it. Simply Zesty. Retrieved from http://www.simplyzesty.com/social-media/social-media-has-evolved-into-the-art-of-storytelling-and-we-must-all-become-masters-of-it/ Blonde, A. (2011). Storytelling Drives Social Media Marketing: The Formula. All Things WOM. Retrieved from http://allthings.womma.org/tag/storytelling/ Wasserman, T (2011). How Old Spice Revived a Campaign that No One Wanted to Touch. Mashable Social Media. Retrieved from http://mashable.com/2011/11/01/old-spice-campaign/ Cheddar, C (2012). #McFail? McDonald's Twitter campaign gets hijacked. USA Today. Retrieved from http://www.usatoday.com/money/industries/food/story/2012-01-28/cnbc-mcdonalds-twitter-backfire/52824472/1
Citation preview
AGENDA1. What is storytelling2. How SMM has changed storytelling3. Why storytelling is important to marketing
and advertising and how it can be used
effectively4. The key elements of effective SMM
storytelling5. Examples of both good and bad SMM
storytelling
STORYTELLING (sto·ry·tell·ing)The art of using language, vocalization, and/or physical movement and gesture to reveal the elements and images of a story.
(as defined by the National Storytelling Association)
Storytelling has long been a part of our culture • cave/rock art
• oral then written forms of language
EDUCATE and ENTERTAIN
• printing press
With social media storytelling is interactive, ubiquitous, and happens in real time
Why are stories important to marketers and advertisers?• memorable• make sense of the world• create and strengthen emotional connections• and allow consumers to recognize and identify with brands of any type
Good marketing and advertising have all of the key elements of a narrative
Main Character
Conflict
Setting
Plot
THE MAIN CHARACTER{the brand persona}
is the winged goddess of victory according to Greek mythology
A trusted brand known for reliability, speed, and service
CONFLICT{unmet need of the consumer}
“Life is beautiful, work can be too.”
SETTING{the space}
A “third place”
PLOT{the culmination of other elements plus customer experience}
Content
Engagement Shared Experiences Word of Mouth
Connections Participation +Influence
= Reach/Conversion/Awareness
{The New Story of Old Spice}
“The Man Your Man Could Smell Like” Campaign
3 Key Elements: Great Content Fuelled Connections Invited Participation
http://www.youtube.com/watch?v=So5yDtITswY&feature=autoplay&list=PL484F058C3EAF7FA6&lf=plcp&playnext=1
{Apology Accepted: OB Tampons}
OB Ultra discontinued in the fall of 2010 Customer backlash: OB Ultra started selling on eBay for over $100/box OB creates Interactive apology Fall 2011 “We heard you and want you to know that we’re working hard to bring o.b. Ultra Tampons back to the market”
http://obtampons.ca/apology
{#McFail}
McDonald’s #McDStories Twitter Campaign
3 Key Elements: Great Content Fuelled Connections Wrong audience became Participants
