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#PRSANELuncheon
March 3, 2015
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PRSA NEBRASKA CHAPTER SPONSORS
BRAND STORYTELLING IN A DIGITAL WORLD
Angie Kubicek Bailey Lauerman
@angiekub
Me Tweeting and presenting......
I’ll respond later or just interrupt me and ask
Elements of crafting a
great story
OUR STORY
What is brand storytelling?
BRAND STORYTELLING IS…
Reason for Company
Team Motivation
Product Development
Transparent View of Company
The Soul of the Company
Relationship-Building Tool
Element 1: What’s the point of your story?
What are people going to remember most after hearing it?
What is the
point of
your story?
What are
people going
to remember
most after
hearing it?
Increase
engagement
with Panda
Express
customers
That Panda
Express took
Twitter by
storm with its
massive RAK
Element 2: Character
Give your story a
personality. Make it
authentic and real to your
brand.
Write bio of persona What are needs, wants,
motivations, irritations
of persona?
What is persona’s biases?
What is their mindset?
What is your persona’s
trigger words? What are
hot buttons?
What colors, textures and
visual components do you
connect strongly with
when you think of your
brand?
Develop brand’s personas
PERSONAS MATTER
Personalize interactions
Addresses customers’
interests
Creates consistency
Shows brands promise
Element 3: The Setting
Channels
3 channels in 1950 Too many to count
In 2000 46% of adults
used internet
Source: Pew Research
In 2000 13% follow news
organizations and
journalists on social
networking sites.
33% of cell owners get
news on handheld device
Source: Pew Research 2010
37% content creators
Selecting best medium: think about message
TV/Radio •Short, snappy messages
Digital
•Emotional
•Conversational
•Personal
Highlight Panda’s brand essence about
sharing joy with guests
Increase engagement
with customers
The Point Channel Setting Mood
CHANNEL SELECTION
Element 4: Add Layers
Enhance story
with plots and
subplots
“Your brand story is a collection of many stories,
each one contributing to the overarching story that
defines the brand.”
Outline key messaging
points:
• Family owned
• 1700 locations
• Highlight brand essence
• Incorporate Chinese
culture
Element 8: Anchors
Dialogue
Aesthetics
Emotion
ANCHORS
DIALOGUE
Find Influencers
Find new leads
Better your pitch
Optimize campaigns
Gather competitive intelligence
Improve customer service scores SOCIAL LISTENING BENEFITS
LISTENED TO WHAT DESIRED AUDIENCE WAS SAYING
• Bring the story and
characters to life
• Define the pivotal
moments
AESTHETICS
VISUAL SUPPORT
Infographic Videos Original Content Real-time
888 8 hours
350 prescheduled
tweets at users
who had be
“Sharing Joy” and
showing thanks in
the month of
November
EMOTION
RECAP
Established Point of story (Objective)
• Engage Panda customers in the digital space
Choose Characters (Personas):
• Guardrails to the project
Choose setting (channels)
• Channel stream is most appropriate for idea
• Easy to search user content; engage with non followers
Add Layers (Deepen connection to story)
• Support variety of communication messages • Family owned
• Chinese American Culture
• 1700 locations
• Brand essence
Add in Anchors (Content)
• #30DaysofThanks
• Founders participated
• Joy spotted 350 tweets before day was gamified
• Hand written notes
OUTCOMES
Fast Casual Nation’s Restaurant News CNBC Bloomberg Business Week
107,407,24 Earned Impressions
RESULTS
Over 64 million impressions
24% increase in followers • 3,000+ new followers in one day
389% increase in mentions • Sustained 16% increase in
mentions (March 2015)
Elements to strong brand storytelling:
• Element 1: Point of story
• Element 2: Character
• Element 3: Setting
• Element 4: Layers
• Element 5: Anchors (Aesthetics, Dialogue,
Emotion)
#PRSANELuncheon
March 3, 2015
