Social Media Marketing and Storytelling
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21-Oct-2014 -
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Transcript of Social Media Marketing and Storytelling
AGENDA1. What is storytelling2. How SMM has changed storytelling3. Why storytelling is important to marketing
and advertising and how it can be used
effectively4. The key elements of effective SMM
storytelling5. Examples of both good and bad SMM
storytelling
STORYTELLING (sto·ry·tell·ing)The art of using language, vocalization, and/or physical movement and gesture to reveal the elements and images of a story.
(as defined by the National Storytelling Association)
Storytelling has long been a part of our culture • cave/rock art
• oral then written forms of language
EDUCATE and ENTERTAIN
• printing press
With social media storytelling is interactive, ubiquitous, and happens in real time
Why are stories important to marketers and advertisers?• memorable• make sense of the world• create and strengthen emotional connections• and allow consumers to recognize and identify with brands of any type
Good marketing and advertising have all of the key elements of a narrative
Main Character
Conflict
Setting
Plot
THE MAIN CHARACTER{the brand persona}
is the winged goddess of victory according to Greek mythology
A trusted brand known for reliability, speed, and service
CONFLICT{unmet need of the consumer}
“Life is beautiful, work can be too.”
SETTING{the space}
A “third place”
PLOT{the culmination of other elements plus customer experience}
Content
Engagement Shared Experiences Word of Mouth
Connections Participation +Influence
= Reach/Conversion/Awareness
{The New Story of Old Spice}
“The Man Your Man Could Smell Like” Campaign
3 Key Elements: Great Content Fuelled Connections Invited Participation
http://www.youtube.com/watch?v=So5yDtITswY&feature=autoplay&list=PL484F058C3EAF7FA6&lf=plcp&playnext=1
{Apology Accepted: OB Tampons}
OB Ultra discontinued in the fall of 2010 Customer backlash: OB Ultra started selling on eBay for over $100/box OB creates Interactive apology Fall 2011 “We heard you and want you to know that we’re working hard to bring o.b. Ultra Tampons back to the market”
http://obtampons.ca/apology
{#McFail}
McDonald’s #McDStories Twitter Campaign
3 Key Elements: Great Content Fuelled Connections Wrong audience became Participants