Storytelling as a Marketing Tool: Preparing for Your 2016 Marketing Campaign

Social Media: Whats Hot And Whats Not

www.jcsocialmarketing.com @JuliaCSocial

About MeUsing online tools such as social media, blogs, and email marketing, I help small businesses and nonprofits grow and reach their customers and supporters. I offer solutions to your social media problems through training and coaching.www.jcsocialmarketing.com @JuliaCSocial

2J Campbell Social Marketing - www.jcsocialmarketing.com

73% of online adults use at least one social networking site daily.Facebook remains the most popular social media site 72% of online adults are Facebook users, amounting to 62% of all American adults.70% log on daily, 43% do so several times a day.www.jcsocialmarketing.com @JuliaCSocial

Social Media Is Still GrowingSource: Mobile Messaging and Social Media 2015, PewInternet.org

35% of Americans 65 and older use a social network.90% of young adults, ages 18-29, use social media.23% of online adults use Twitter. Instagram has 400 million monthly active users. 87% of Pinterest users have made a purchase because of something they saw or pinned on Pinterest.


Social Media Is Still GrowingSource: Mobile Messaging and Social Media 2015, PewInternet.org






The Myth We Were SoldStep 1: Sign up for Facebook.Step 2: Post something.Step 3: Watch the money roll in!!www.jcsocialmarketing.com @JuliaCSocial

3 Keys to Social Media SuccessDiversificationMulti-channelWhere are your customers? Where is your tribe?Multiple forms of contentVideoPhotosInfographicsStories/blog postswww.jcsocialmarketing.com @JuliaCSocial

3 Keys to Social Media SuccessDedicationSlow and steadyBuild trust and affinitySpend moneySpend timeDont set it and forget itwww.jcsocialmarketing.com @JuliaCSocial

3 Keys to Social Media SuccessDynamic contentProviding valueInterestingEntertainingUsefulHelpfulWhat will people share?Why do people share? www.jcsocialmarketing.com @JuliaCSocial


Why Storytelling?


Why Storytelling?People dont remember bullet points. People respond to emotion.Feelings, not analytical thinking, drive actions.www.jcsocialmarketing.com @JuliaCSocial

What Storytelling & Social Media Will Not DoFix bad management. Fix a lousy product or service. Replace other tried-and true marketing and sales tactics. BUT if done well, it will augment all other efforts! www.jcsocialmarketing.com @JuliaCSocial

How To Do Storytelling?As the majority of corporationsstart thinking of themselves as publishers, the defining characteristic among the successful ones will be the ability to not just spew content, but to craft compelling stories. Shane Snow, HubSpot

http://blog.hubspot.com/opinion/why-storytelling-will-be-the-biggest-business-skill-of-the-next-5-years www.jcsocialmarketing.com @JuliaCSocial

How To Do Storytelling?Think of your audience FIRST and ALWAYS. What is important to them? What will inspire them to action? www.jcsocialmarketing.com @JuliaCSocial

Marketing Mission Statement


Marketing Mission Statementwww.jcsocialmarketing.com @JuliaCSocial

Home Made Simple: "Enabling women to have more quality time with their family."Audience? WomenWhat will be delivered? Quick and easy recipes, parenting tips, party ideas, crafts etc.Whats the outcome? Strengthening the family bond through quality time



"Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses."Audience? Entrepreneurs and business ownersWhat will be delivered? Useful information, advice, insights, resources and inspirationWhats the outcome? Running and growing their businesses more effectively

Dont Build On Rented Land!www.jcsocialmarketing.com @JuliaCSocial

Websitewww.jcsocialmarketing.com @JuliaCSocial

Each page leads a reader from one story to another:Who these people are.How these people can help.Why you need these people.Why you should buy.About UsHomepageTestimonials

Marcus Sheridans Story Or, Why Your Business Needs a Blogwww.jcsocialmarketing.com @JuliaCSocial

River Pools & Spas Economy tanked in 2008, demand for pools and spas dropped.Started writing blog posts.They ask, you answer.Looked at SEO.Addressed the most popular questions price/cost

Blog News Storieswww.jcsocialmarketing.com @JuliaCSocial

Use the news tell a story as if speaking to a friend Make sure it defines the problemEncourages the use of YOUR solution

Blog Testimonialswww.jcsocialmarketing.com @JuliaCSocial

Customer and client success storiesCase studies

TestimonialsTell stories about your customers.

@JuliaCSocial @WebLink

Testimonials

@JuliaCSocial @WebLink

Blog Historical Anecdoteswww.jcsocialmarketing.com @JuliaCSocial

People or historical events that inspire you

Blog Biographical Storieswww.jcsocialmarketing.com @JuliaCSocial

Before the Lower East Side was cool, it was a hub for gangs. Ursula Burns was raised by her single mother in a housing project there. Her mother ran a daycare center out of her home and ironed shirts so that she could afford to send Ursula to Catholic school. She went to NYU, and from there became an intern at Xerox. She's nowXerox's CEO and chairwoman. She's the first African-American woman to be the head of a Fortune 500 Company.

http://www.businessinsider.com/rags-to-riches-stories-2011-11?op=1

Crafting The Storywww.jcsocialmarketing.com @JuliaCSocial

Who is the main character? What happened?Open strong!Set the story in the middle.A solution appears (your solution).Will it work? SUSPENSE! Yes, it did! Problem resolved (or getting resolved).Call to actionHeadline

Christinawww.jcsocialmarketing.com @JuliaCSocial

Looking around her new apartment in Lynn, 25-year-old Christina who didnt want her last name used cant believe how far shes come in the past four years. During that time shes gone from jail to working full-time as a medical assistant and living with her three kids.Four years ago, are you kidding me? shesays, as tears stream down her face. I couldnt do anything, and I know it sounds horrible. Im sitting here crying about something that I had control over, and I chose to destroy it.

http://www.wbur.org/2015/12/01/project-cope-women-substance-use-treatment

George Vlagoswww.jcsocialmarketing.com @JuliaCSocial

When George Vlagos was in middle school, his father, a cobbler, would have him come into his Chicago shop to shine shoes every Saturday. John Vlagos, a Greek immigrant, was hoping to show his son that working with your hands is difficult and that he should find a different profession. Well, it backfired. When he realized how hard it was to find a pair of quality shoesto wear to the kind of jobs that required them, he went back into the family businessto design his own. Today, there is a six-week wait list for a pair.http://www.inc.com/ss/10-inspiring-small-business-success-stories

Pencils of PromiseIt began with a question. A small boy begging in the streets of India. What do you want most in the world?A pencil, he replied.I reached into my backpack, handed him my pencil, and watched as a wave of possibility washed over him.www.jcsocialmarketing.com @JuliaCSocialhttps://pencilsofpromise.org/

Denver Rescue MissionThere was a point in time when Eddie didn't want to live. "I was standing on the verge of death," he says.


https://www.denverrescuemission.org/story/eddie

Have A SystemAlways be looking for stories and story ideas.Collect and save your stories.Dropbox, Google Docs, Notes feature on your phonewww.jcsocialmarketing.com @JuliaCSocial

Where To Find Stories?Everywhere! Everyone is responsible!Requires a big change of culture.No silos! Get on the front lines.Talk with people.www.jcsocialmarketing.com @JuliaCSocial

How To Get Good StoriesLook over all of those thank you notes! Ask clients & customers. Include a share your story page on your website.Conduct surveys and focus groups.Networking events.www.jcsocialmarketing.com @JuliaCSocial

Promote Your StoriesIf you tell it, they will hear it!

Right??

Putting the stories on theright channels and thenpromoting them is HALFthe battle! www.jcsocialmarketing.com @JuliaCSocial

Mine The GoldThink of the story itself as gold. You mine the gold, capture the story. Then you bring it back to your office and you need to pound that gold into different shapes and sizes depending on whom youre talking to, or also where youre telling it. ~ Andy Goodmanwww.jcsocialmarketing.com @JuliaCSocial

Go MultichannelPrint, electronic, mobile and everything in between. Be where your customers are, not where you want them to be.www.jcsocialmarketing.com @JuliaCSocial

Channels for StorytellingWebsiteBlogsEmail newslettersPublications Social media Public speaking, community educationUser-generated how can you encourage your online community to share their stories?



Use VideoThink about stories that are shareable. Dont say too many things! Simple is better. 1-2 minutes, lose viewers every 10-20 secondsHow will you visually tell your story?Who will guide the narrative?www.jcsocialmarketing.com @JuliaCSocial

Use VideoBeginning Whats at stake? The before (I was hopelessly overweight; I had tried everything)Middle What has changed?End What does the future look like? Call to Action


Heres how to know if youre on the right track: if you stop (your) story in the middle, the audience will insist you finish it. Isnt that what you want?~Seth Godinwww.jcsocialmarketing.com @JuliaCSocial

http://sethgodin.typepad.com/seths_blog/2013/09/words-sentences-paragraphs-stories.html

My Two CentsMarketing has changed. We cant fight it we must join it.We need to start thinking visually.We need to think in micro-content format. www.jcsocialmarketing.com @JuliaCSocial

My Two CentsThink of using social media as showing the world what you do and why you do it, in a compelling, interesting and easy-to-share way! www.jcsocialmarketing.com @JuliaCSocial

ResourcesJCSocialMarketing.comCopyBlogger.comSocialMediaExaminer.orgTheGoodmanCenter.com


Questions?Twitter: @JuliaCSocial

Facebook: www.facebook.com/jcsocialmarketing

Email: [email protected] www.jcsocialmarketing.com @JuliaCSocial