Building Your Brand through Social Media
Storytelling
Today we’ll talk about1. Inspiring your fans and followers share their
stories about your brand.
2. Telling your brand story in an engaging way.
3. Tips to do all of that on a limited budget and with limited resources.
• “We always like to say that we don’t own our social media channels, our fans do. As a result, our social media strategy is aimed at growing and maintaining a highly engaged global community of Dunkin’ Donuts fans. We work to consistently provide meaningful content and promote a two-way dialogue between the brand and our passionate fans.”
– Interactive Marketing Manager, Dunkin’ Donuts
Source: http://socialtimes.com/how-dunkin-donuts-uses-social-media_b100752
Know your brand
• Biggest and Best• Fun and Imaginative• Always Changing• Family Learning &
Memories
Inspire your fans to share their stories
Treasures of the Earth Opening80 stories
Membership Drive100 stories
100 Toys600 stories
Indianapolis Museum of Art: Snapshot
Holocaust Museum: Remember Me
Chick-Fil-A: Customer Stories
Hot Wheels®: Facebook Fan Photo of the Week
Walt Disney World: Fans in the Park
Tell your brand story in an engaging way.
VIDEO
Fun and Imaginative
Biggest and Best
Family Learning/Memories
Always Changing
Sept. 7, 2010Launched first
This Week’s WOW!
9 monthsJan. 1–Sept. 6, 2010:
6,675
3 monthsSept. 7–Nov. 30, 2010:
6,186
This Week’s WOW
Video Views• Jan. 1–Dec.31, 2010
15,063 views
• Jan. 1–Dec. 31, 201152,320 views
• Jan. 1–Oct. 31, 201296,264 views
Holiday World
Monterey Bay Aquarium
CONTESTS
San Diego Zoo - Instagram
San Diego Zoo - Pinterest
GRAPHICS
Know your brand
Make it timely and relevant
Make it personal
Resources and $$$
PLAN
Created Content Calendar
REPURPOSE
Established Content Crew• Inspired by Sports Illustrated
– There is no digital department– Producing more with the same– Editorial and design workflow changes– Sports Illustrated doesn’t think of itself as a
magazine, but as a sports media company.
Source: http://mashable.com/2011/07/31/sports-illustrated-inside-look/
MEASURE
What Tools We Use• Facebook Apps
– Build a webpage and embed it into FB – free– North Social – $900 for year– Offerpop – $3000 for 6 months
• Blog– Compendium - $5,000 -- share your story capabilities– WordPress - free
• Video– 12StarsMedia - $800-$1000 per video if they shoot– Candidio - as low as $150/month (1 video per month)– Flip Cam - $200– iPhone
• Twitter– Hootsuite - free or $10/month for pro account plus additional users