Building Business One Story at a Time
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Building Business One Story at a Time
- 1. Building Business One Story at a Time Gloria Bell @gloriabell
- 4. If you are not telling your story, someone else will @gloriabell
- 8. Classic Narrative Arc = 3 Acts Introduce the characters Conflict and clues Resolution @gloriabell
- 9. Classic Narrative Arc = 3 Acts Conflict and clues CLIMAX = Where the audience gets involved = LAUNCH OR PURCHASE Resolution @gloriabell
- 10. Participation Inequality 1% will create & drive mass awareness 9% will rate, comment & share 90% will watch the 10% & mimic that behavior @gloraibell
- 11. Good Storytelling Honesty & Transparency @gloriabell
- 12. Good Storytelling Honesty & Transparency Infuse personalities into stories @gloriabell
- 13. Good Storytelling Honesty & Transparency Infuse personalities into stories Create characters your audience will relate to or cheer for @gloriabell
- 14. Good Storytelling Honesty & Transparency Infuse personalities into stories Create characters your audience will relate to or cheer for Don’t Give It All Away @gloriabell
- 15. Good Storytelling Honesty & Transparency Infuse personalities into stories Create characters your audience will relate to or cheer for Don’t Give It All Away Respect attention spans @gloriabell
- 16. SELL @gloriabell
- 17. @gloriabell
- 19. Target Audience Who Are They? @gloriabell
- 20. @gloriabell
- 21. Effective Storytelling has a Content/Participation Mix @gloriabell
- 22. Observe / Report / Ask @gloriabell
- 23. Observe / Report / Ask Reply @gloriabell
- 24. Observe / Report / Ask Reply Reflect @gloriabell
- 25. Observe / Report / Ask Reply Reflect Curate @gloriabell
- 26. Observe / Report / Ask Reply Reflect Curate Share @gloriabell
- 28. Build An Editorial Calendar • What should happen each week, each month? • Keep moving the story forward through strategic planning. • What major milestones or holidays need to be celebrated with your audience? @gloriabell
- 29. Other tips… • How does your audience represent themselves? What do they like to talk about? • What have you curated in metrics or content that you can share? • Start with more and edit down to less. • Monitor what is going on in the world, don’t just be on autopilot. @gloriabell
- 30. Companies doing a good job storytelling @gloriabell
- 31. Project Imagin8tion with Ron Howard @Canon_Camera @gloriabell
- 32. Superbowl “Dunk In the Dark” ad @oreo @gloriabell
- 33. Fiesta & Focus Movement @Ford @gloriabell
- 34. Under Armour Protect This House #IWill @underarmour @gloriabell
- 36. NCAA Tournament Ads @NikeStore @gloriabell
- 37. Email and Video @charitywater @gloriabell
- 38. Friend Trips & Location Weeks @Expedia @gloriabell
- 39. Product Ideas & Pin It to Win It Contests on Pinterest @DesignByIKEA @gloriabell
- 41. What stories does your business have to tell? @gloriabell
- 42. Gloria Bell Bell Digital Strategies gloriakbell@gmail.com @gloriabell
Notas del editor
- Marketers? Social media specialists? What do you do?
- Are you content creators? If no, why not? Everyone is constantly creating content and telling stories.
- Because they were great story tellers
- Stories have to be based in the reality of your brand – be creative but stay true to your brand promise
- Fictituous or customer personas
- Leave them wanting more and wanting to come back to hear or see more
- Aligns short term attention span on the stories of the day with long term brand narrative
- Followers know what you sell – why are you trying to sell them? Social media is people having conversations to make decisions
- The job of brands in SM is not to sell. It is to tell a compelling story that encourages people to action by facilitating conversations between people and giving them things to talk about and guiding the conversations.
- The best stories are targeted to an audience. What authors do you read and why? Same thing with social media. Who is your audience? What do you need to know about them to tell them the most compelling story?
- Look at the profiles of your followers/fans and find the patterns. It allows you to find a slant and message that most closely matches what your customers care about.
- Planned editorial designed to spark conversation – observing the trend of conversation and topics that your fans/followers engage in
- Answering questions, fielding comments – non-customer service
- Mirroring audience patterns – includes sharing others content, retweets, etc…
- You know more about the audience than they know about themselves because you can monitor and collect data. What data and content can you collect and cull on their behalf to help them?
- Give back what you find out about the audience through the above mix. People on different social networks don’t necessarily know each other. Good storytelling and curation by a brand can bring them together and build community. Communities and interaction encourage brand advocacy.