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Telling stories with

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EVERY BRAND TELLS A STORY

WHY?MODERN PR

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A BRAND’S STORY STARTSON FACEBOOK

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PAGE

STORY

AUDIENCE

FANS FRIENDS

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YOUR PAGE

• Brand identity• Target audience• Customer care• But most important: Engaging story

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WHAT MAKES ANENGAGING STORY?

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ENGAGEMENT CHECKLIST

Objective

Tone of voice

Type of content

Optimization

Ads and Sponsored

Stories

What is the objective? • Information• Entertainment• Activation

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ENGAGEMENT CHECKLIST

Objective

Tone of voice

Type of content

Optimization

Ads and Sponsored

Stories

What is the objective? • Information• Entertainment• Activation

Which tone of voice works bestfor your audience?(fan demographics)

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ENGAGEMENT CHECKLIST

Objective

Tone of voice

Type of content

Optimization

Ads and Sponsored

Stories

What is the objective? • Information• Entertainment• Activation

Which tone of voice works bestfor your audience?(fan demographics)

Which type of content to use for a story?

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ENGAGEMENT CHECKLIST

Objective

Tone of voice

Type of content

Optimization

Ads and Sponsored

Stories

What is the objective? • Information• Entertainment• Activation

Which tone of voice works bestfor your audience?(fan demographics)

Which type of content to use for a story?

Check how and when fans normally share your content

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ENGAGEMENT CHECKLIST

Objective

Tone of voice

Type of content

Optimization

Ads and Sponsored

Stories

What is the objective? • Information• Entertainment• Activation

Which tone of voice works bestfor your audience?(fan demographics)

Which type of content to use for a story?

Check how and when fans normally share your content

Does your story needs commercialsupport for maximum reach?

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ENGAGEMENT CHECKLIST

Objective

Tone of voice

Type of content

Optimization

Ads and Sponsored

Stories

Measurement

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ENGAGEMENT CHECKLIST

Objective

Tone of voice

Type of content

Optimization

Ads and Sponsored

Stories

Measurement

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CREATE A DIFFERENT STORY THAN ANY OTHER BRAND

Objective

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VOICE CREATE YOUR OWN CONSISTENT VOICE

Tone of voice

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PEOPLE SHARE: To make life easier To build relationships To help others To show a lifestyle

Type of content

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OPTIMIZATION: Short messages Call-to-action Visual Timing

Optimization

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Ads and Sponsored Stories

1. Facebook standard ad as it appears on the right hand side of Facebook

2. Facebook page like ad as it appears in the news feed

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Ads and Sponsored Stories

3. Sponsored post as it appears in the news feed

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Ads and Sponsored Stories

4. Facebook mobile app install ad

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Ads and Sponsored Stories

6. Facebook sponsored search result

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Ads and Sponsored Stories

Targeting v1

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Ads and Sponsored Stories

Targeting v2

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Measurement

Key metric: Reach

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Measurement

Key metric: Engagement

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NOW WHAT?

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Look for your client’s story Create a content strategy Develop a content calendar Define roles/responsibilities

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QUESTIONS?