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