Smart Brand Social Storytelling

How brands big and small are using social data to make better business decisions and drive amazing results

Jason Harris

Senior Manager of Community and Evangelism

@harrisja jharris@sysomos.com

INTROS: JASON HARRIS

Corporate Storytelling in Social Media

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We often talk of brands rawking social mediaBut we don’t talk about the brands that are doing it wrong

We don’t talk about how we ourselves are doing it wrong.

Let’s talk about how we can improve

Let’s learn from each other

Let’s have some lightbulb moments

Modern Corporate Storytelling

WE’RE DOING IT WRONG

Brands are conducting storytelling in an incorrect manner.

• We’re marketing like it’s 2004• We’re talking at people and not to them• We’re not realizing that a “brand” is not

what you say it is; it’s what they say it is

• We’re not speaking from the customers’ perspective

DON’T LET THIS BE YOU

Why is your brand on social?

“We want to listen and know what’s being said about us online”

“We want to ensure our customers are happy post-purchase.”

“We want to drive awareness about our products and services”

“We want our existing customers to feel appreciated. We want to fan the flames.”

How does your brand or organization tell its story?

• Conversations have moved out of the marketing department

• You can’t write a story without a narrative

• Your brand managers who support channels need clarification

DEVELOP YOUR POINTS OF NARRATIVE

“When there are different interpretations of what a company stands for, there is danger in generating contradiction and dissonance”- Jeff Gomez

IF YOU DON’T DEFINE NARRATIVE, BRAND MANAGERS WILL CREATE IT THEMSELVES

• ACTION – Don’t strictly market your key selling points on social

• BENEFIT – Your customers will relate to what’s being said on your channels and they’ll absorb it

• ADVANTAGE – In a scrollable world, your content will be viewed, clicked on and shared.

ALIGN TO YOUR CUSTOMERS POINT OF VIEW

USE CASE: CUSTOMERS’ POV!

• ACTION – When executed correctly, video can educate and entertain.

• BENEFIT – Video is the preferred consumption medium on mobile and amongst millennials

• ADVANTAGE – Generate buzz amongst video producers by putting content production in their hands.

USE VIDEO

USE CASE: NOKIA LUMIA ICON VIDEO CHALLENGE

• ACTION – Feature your product being used by real customers in lifestyle photos

• BENEFIT – Eliminate the use of stock images by hiring a savvy photographer to shoot your customers in action

• ADVANTAGE – Storytelling doesn’t apply to only your text. Let your images tell the story too

USING LIFESTYLE IMAGERY

USE CASE: STUMPTOWN COFFEE

• ACTION – Approach influencers to tell your story in their way

• BENEFIT – Their audience is instantly captivated and will help amplify your campaign

• ADVANTAGE – By giving influencers a win as well, everyone is happy

USE INFLUENCERS

USE CASE: #STYLEDBYGAP

Need inspiration? Let’s talk about other ways to tell the tale of your brand

• Every brand has a captivating story of how it began

• Tell your audience how those original values purvey their culture today

• People want the business version of the Cinderella story

EXPLORE YOUR ORIGINS

BEING CREATIVE IN A REGULATED INDUSTRY

• No one tells your brand story better than real employees telling real stories

• Also, your audience resonates with the faces of the brand

SHOW REAL PEOPLE FROM YOUR COMPANY

• What’s your company about?

• Do you care for the animals, human rights or the planet – make it known!

INCORPORATE CORPORATE VALUES

• Want to give your audience a voice?

• Create a channel that’s exclusively user generated content

• Let them takeover your account for a weekend or event

PRIORITIZE UGC

• Too often, our posts are filled with calls to action and prompts to do something else

• Create awareness without selling

• Let your creative juices flow

CHALLENGE: NO CTA, NO CONVERSION

• Try new things

• Try new social networks

• Make it fun

• If it fails, try again

IT’S OK TO EXPERIMENT

Let’s talk about amplification and Influencers!

Let’s dive deeper

• Influencers are quasi-Internet celebrities who’ve developed an authoritative voice in any given vertical

• They’re bloggers, YouTubers, writers, photographers, researchers and thought leaders

• Their audience sizes can be 5,000 – 5 million.

WHAT IS AN INFLUENCER

• Help you launch a product or build awareness around a campaign/initiative

• They’re looking for the ‘inside’ stories and want to work with brands

• They’re looking for content and experiences to share with their audiences

• They’re likely seeking a value exchange of some kind

WHY WORK WITH INFLUENCERS

• Metrics are important, but they’re not everything

• Ensure their editorial style blends well with your brand

• Evaluate their brand-messages

• Don’t become a part of a crowded mix

VETTING INFLUENCERS

• Do your research. Tailor the pitch

• Address your ask early

• Establish the value-add to them personally and to their audience

• Be prepared for their asks/demands

ESTABLISHING A RELATIONSHIP

• ACTION – Leverage social research to identify relevant influencers and their interests.

• BENEFIT – This enables brands to approach influencers with a relevant message.

• ADVANTAGE – Convert influencers into brand advocates.

FIND NETWORKS OF INFLUENCE

• The FTC is cracking down on influencers, agencies and brands regarding disclosure

• All types of compensation are being looked into including monetary, experiential and ‘free’ products

• When in doubt, disclose. Even when you’re not in doubt, disclose

IN CLOSING: DISCLOSE

QUESTIONS?