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@MediaWyse #SEMpdx
Mastering Storytelling
Lisa Gerber
Big Leap Creative
@lisagerber
Casey Markee
Founder, Media Wyse
@Medi...
@MediaWyse #SEMpdx
Get this Presentation @ Slideshare:
@MediaWyse #SEMpdx
@MediaWyse #SEMpdx
“People buy brands, products, and services
because they LOVE their stories.
People buy stories more tha...
@MediaWyse #SEMpdx
Storytelling…with Croissants?
@MediaWyse #SEMpdx
Case Study: Lune Patisserie
Melbourne, AUS.
@MediaWyse #SEMpdx
Case Study: Lune Patisserie
Melbourne, AUS.
Would you wait 45 minutes in line for a Croissant?
@MediaWyse #SEMpdx
@MediaWyse #SEMpdx
Branding as “Storytelling”
@MediaWyse #SEMpdx
Branding as “Storytelling”
@MediaWyse #SEMpdx
The Owner is an ACTUAL Rocket Scientist!
Kate Reid, the founder,
studied aerospace
engineering and spen...
@MediaWyse #SEMpdx
Good Story Right? But what Keeps People Coming Back?
@MediaWyse #SEMpdx
@MediaWyse #SEMpdx
@MediaWyse #SEMpdx
Storytelling 101 for Brands
@MediaWyse #SEMpdx
The Science of Storytelling
100,500 Digital Words are
Consumed by the Average
American every day!
@MediaWyse #SEMpdx
The Science of Storytelling
92% of Consumers want
Brands to Create
Experiences that Tell
Stories
@MediaWyse #SEMpdx
The Science of Storytelling
Our Brains Process Images
60X Faster than Words.
Stories need to be Visual!
@MediaWyse #SEMpdx
The Science of Storytelling
Consumers want empathy.
Understand my problem
and address it!
@MediaWyse #SEMpdx
The Science of Storytelling
The BEST Brand Storytelling Follows a Classic Approach!
HERO – CONFLICT - R...
@MediaWyse #SEMpdx
The Science of Storytelling
Example of this in Action: Dollar Shave Club
@MediaWyse #SEMpdx
The Science of Storytelling
Example of this in Action: Dollar Shave Club
Hero: Mike says “Our Blades ar...
@MediaWyse #SEMpdx
The Science of Storytelling
Example of this in Action: Dollar Shave Club
Conflict: Blades are Too Expen...
@MediaWyse #SEMpdx
The Science of Storytelling
Example of this in Action: Dollar Shave Club
Resolution: The “Party is On” ...
@MediaWyse #SEMpdx
The Science of Storytelling
Or you can use the 5-Step Brand Story Approach!
WHO
WHY
WHATHOW
WHERE
@MediaWyse #SEMpdx
The Science of Storytelling
Or you can use the 5-Step Brand Story Approach!
WHO
WHY
WHATHOW
WHERE
@MediaWyse #SEMpdx
The Science of Storytelling
Or you can use the 5-Step Brand Story Approach!
WHO
WHY
WHATHOW
WHERE
@MediaWyse #SEMpdx
The Science of Storytelling
Or you can use the 5-Step Brand Story Approach!
WHO
WHY
WHATHOW
WHERE
@MediaWyse #SEMpdx
The Science of Storytelling
Or you can use the 5-Step Brand Story Approach!
WHO
WHY
WHATHOW
WHERE
@MediaWyse #SEMpdx
The Science of Storytelling
Or you can use the 5-Step Brand Story Approach!
WHO
WHY
WHATHOW
WHERE
@MediaWyse #SEMpdx
The Science of Storytelling
Example of this in Action: Dollar Shave Club
@MediaWyse #SEMpdx
How to Find Your Story
@MediaWyse #SEMpdx
Understand your Brand Story Archetype
There are 12 Identifiable Archetypes for Brands
@MediaWyse #SEMpdx
Understand your Brand Story Archetype
The Entirety of the Brand Landscape can be Cataloged
bit.ly/brand...
@MediaWyse #SEMpdx
Understand your Brand Story Archetype
Take the Free Quiz from KayePutnam.com
http://kayeputnam.com/bran...
@MediaWyse #SEMpdx
Invest in Persona Marketing
Identify your Customers and Target with Multiple Stories
@MediaWyse #SEMpdx
Invest in Persona Marketing
Persona Marketing with a Tool…and it’s Free!
http://www.makemypersona.com/
@MediaWyse #SEMpdx
Invest in Persona Marketing
Persona Marketing with a Tool…and it’s Free!
https://xtensio.com/user-perso...
@MediaWyse #SEMpdx
Invest in Persona Marketing
For more In-Depth Persona Marketing Know-How…
http://bit.ly/ipullrank-perso...
@MediaWyse #SEMpdx
How to Artificially “Jumpstart” your Story
@MediaWyse #SEMpdx
Strategy #1 – Give it a PR “Push”
@MediaWyse #SEMpdx
Strategy #2 – Connect with Influencers
@MediaWyse #SEMpdx
Strategy #2 – Connect with Influencers
BuzzSumo.com
Find Key Influencers via
Keyword OR find Who
Shared...
@MediaWyse #SEMpdx
Strategy #2 – Connect with Influencers
- Little Bird -
http://www.getlittlebird.com/
@MediaWyse #SEMpdx
Strategy #2 – Connect with Influencers
- Little Bird -
http://www.getlittlebird.com/
@MediaWyse #SEMpdx
Strategy #2 – Connect with Influencers
Little Bird
@MediaWyse #SEMpdx
Strategy #2 – Connect with Influencers
FollowerWonk.com
Sort your Followers by
“Authority” then reach-o...
@MediaWyse #SEMpdx
https://www.linkedin.com/pulse/discover
Strategy #2 – Connect w/ Influencers Linkedin.com
@MediaWyse #SEMpdx
Pro Tip: You can DM any
member of a Group!
Strategy #2 – Connect w/ Influencers Linkedin.com
@MediaWyse #SEMpdx
Strategy #2 – Connect w/ Influencers Linkedin.com
Pro Tip: You can DM any
member of a Group!
@MediaWyse #SEMpdx
Strategy #3 – Email Hunter
Reach-out to Influencers via Email
https://hunter.io/
@MediaWyse #SEMpdx
Strategy #4 – Guest Blogging
….But HIGH-QUALITY
@MediaWyse #SEMpdx
Strategy #4 – Guest Blogging
Use Google Search Operators:
Keyword/yourCompetitorName + “guest blog”
Key...
@MediaWyse #SEMpdx
Strategy #4 – Guest Blogging
Good Outreach Example:
@MediaWyse #SEMpdx
Strategy #4 – Guest Blogging
BAD Outreach Example:
@MediaWyse #SEMpdx
Strategy #4 – Guest Blogging
Boomerang that Baby!
http://www.boomeranggmail.com/
@MediaWyse #SEMpdx
Strategy #5 – Encourage Customer Storytelling
@MediaWyse #SEMpdx
An Epic Story is NOT Necessary for Success
….but it Certainly Helps!
@MediaWyse #SEMpdx
Thank You!
@MediaWyse #SEMpdx
@MediaWyse #SEMpdx
Casey Markee
Founder, Media Wyse
www.MediaWyse.com
casey@mediawyse.com
@mediawyse
Become a Fan on Faceb...
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How to Create and Promote Epic Brand Stories

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Creating brand stories that connect, excite, and move audiences through the sales funnel is not easy! Effective storytelling attracts and connects people to your brand and provides a tangible outcome to the bottom line but only if done properly. In this deck learn how to create and promote epic brand stories. Learn about brand archetypes, the science behind storytelling, personas, and how successful companies and brands work to make the customer the center of the story.

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How to Create and Promote Epic Brand Stories

  1. 1. @MediaWyse #SEMpdx Mastering Storytelling Lisa Gerber Big Leap Creative @lisagerber Casey Markee Founder, Media Wyse @MediaWyse
  2. 2. @MediaWyse #SEMpdx Get this Presentation @ Slideshare:
  3. 3. @MediaWyse #SEMpdx
  4. 4. @MediaWyse #SEMpdx “People buy brands, products, and services because they LOVE their stories. People buy stories more than anything else. Business is ALL Storytelling!”
  5. 5. @MediaWyse #SEMpdx Storytelling…with Croissants?
  6. 6. @MediaWyse #SEMpdx Case Study: Lune Patisserie Melbourne, AUS.
  7. 7. @MediaWyse #SEMpdx Case Study: Lune Patisserie Melbourne, AUS. Would you wait 45 minutes in line for a Croissant?
  8. 8. @MediaWyse #SEMpdx
  9. 9. @MediaWyse #SEMpdx Branding as “Storytelling”
  10. 10. @MediaWyse #SEMpdx Branding as “Storytelling”
  11. 11. @MediaWyse #SEMpdx The Owner is an ACTUAL Rocket Scientist! Kate Reid, the founder, studied aerospace engineering and spent several years working for a Formula One racing team before apprenticing at the famed Paris boulangerie Du Pain et des Idees.
  12. 12. @MediaWyse #SEMpdx Good Story Right? But what Keeps People Coming Back?
  13. 13. @MediaWyse #SEMpdx
  14. 14. @MediaWyse #SEMpdx
  15. 15. @MediaWyse #SEMpdx Storytelling 101 for Brands
  16. 16. @MediaWyse #SEMpdx The Science of Storytelling 100,500 Digital Words are Consumed by the Average American every day!
  17. 17. @MediaWyse #SEMpdx The Science of Storytelling 92% of Consumers want Brands to Create Experiences that Tell Stories
  18. 18. @MediaWyse #SEMpdx The Science of Storytelling Our Brains Process Images 60X Faster than Words. Stories need to be Visual!
  19. 19. @MediaWyse #SEMpdx The Science of Storytelling Consumers want empathy. Understand my problem and address it!
  20. 20. @MediaWyse #SEMpdx The Science of Storytelling The BEST Brand Storytelling Follows a Classic Approach! HERO – CONFLICT - RESOLUTION
  21. 21. @MediaWyse #SEMpdx The Science of Storytelling Example of this in Action: Dollar Shave Club
  22. 22. @MediaWyse #SEMpdx The Science of Storytelling Example of this in Action: Dollar Shave Club Hero: Mike says “Our Blades are F**king Great!”
  23. 23. @MediaWyse #SEMpdx The Science of Storytelling Example of this in Action: Dollar Shave Club Conflict: Blades are Too Expensive & Complicated
  24. 24. @MediaWyse #SEMpdx The Science of Storytelling Example of this in Action: Dollar Shave Club Resolution: The “Party is On” at DSC and You are Invited!
  25. 25. @MediaWyse #SEMpdx The Science of Storytelling Or you can use the 5-Step Brand Story Approach! WHO WHY WHATHOW WHERE
  26. 26. @MediaWyse #SEMpdx The Science of Storytelling Or you can use the 5-Step Brand Story Approach! WHO WHY WHATHOW WHERE
  27. 27. @MediaWyse #SEMpdx The Science of Storytelling Or you can use the 5-Step Brand Story Approach! WHO WHY WHATHOW WHERE
  28. 28. @MediaWyse #SEMpdx The Science of Storytelling Or you can use the 5-Step Brand Story Approach! WHO WHY WHATHOW WHERE
  29. 29. @MediaWyse #SEMpdx The Science of Storytelling Or you can use the 5-Step Brand Story Approach! WHO WHY WHATHOW WHERE
  30. 30. @MediaWyse #SEMpdx The Science of Storytelling Or you can use the 5-Step Brand Story Approach! WHO WHY WHATHOW WHERE
  31. 31. @MediaWyse #SEMpdx The Science of Storytelling Example of this in Action: Dollar Shave Club
  32. 32. @MediaWyse #SEMpdx How to Find Your Story
  33. 33. @MediaWyse #SEMpdx Understand your Brand Story Archetype There are 12 Identifiable Archetypes for Brands
  34. 34. @MediaWyse #SEMpdx Understand your Brand Story Archetype The Entirety of the Brand Landscape can be Cataloged bit.ly/brand-archetypes-101
  35. 35. @MediaWyse #SEMpdx Understand your Brand Story Archetype Take the Free Quiz from KayePutnam.com http://kayeputnam.com/brandality-quiz/
  36. 36. @MediaWyse #SEMpdx Invest in Persona Marketing Identify your Customers and Target with Multiple Stories
  37. 37. @MediaWyse #SEMpdx Invest in Persona Marketing Persona Marketing with a Tool…and it’s Free! http://www.makemypersona.com/
  38. 38. @MediaWyse #SEMpdx Invest in Persona Marketing Persona Marketing with a Tool…and it’s Free! https://xtensio.com/user-persona/
  39. 39. @MediaWyse #SEMpdx Invest in Persona Marketing For more In-Depth Persona Marketing Know-How… http://bit.ly/ipullrank-personas
  40. 40. @MediaWyse #SEMpdx How to Artificially “Jumpstart” your Story
  41. 41. @MediaWyse #SEMpdx Strategy #1 – Give it a PR “Push”
  42. 42. @MediaWyse #SEMpdx Strategy #2 – Connect with Influencers
  43. 43. @MediaWyse #SEMpdx Strategy #2 – Connect with Influencers BuzzSumo.com Find Key Influencers via Keyword OR find Who Shared Content Pieces!
  44. 44. @MediaWyse #SEMpdx Strategy #2 – Connect with Influencers - Little Bird - http://www.getlittlebird.com/
  45. 45. @MediaWyse #SEMpdx Strategy #2 – Connect with Influencers - Little Bird - http://www.getlittlebird.com/
  46. 46. @MediaWyse #SEMpdx Strategy #2 – Connect with Influencers Little Bird
  47. 47. @MediaWyse #SEMpdx Strategy #2 – Connect with Influencers FollowerWonk.com Sort your Followers by “Authority” then reach-out via DM & @replies
  48. 48. @MediaWyse #SEMpdx https://www.linkedin.com/pulse/discover Strategy #2 – Connect w/ Influencers Linkedin.com
  49. 49. @MediaWyse #SEMpdx Pro Tip: You can DM any member of a Group! Strategy #2 – Connect w/ Influencers Linkedin.com
  50. 50. @MediaWyse #SEMpdx Strategy #2 – Connect w/ Influencers Linkedin.com Pro Tip: You can DM any member of a Group!
  51. 51. @MediaWyse #SEMpdx Strategy #3 – Email Hunter Reach-out to Influencers via Email https://hunter.io/
  52. 52. @MediaWyse #SEMpdx Strategy #4 – Guest Blogging ….But HIGH-QUALITY
  53. 53. @MediaWyse #SEMpdx Strategy #4 – Guest Blogging Use Google Search Operators: Keyword/yourCompetitorName + “guest blog” Keyword/yourCompetitorName + “guest blogger” Keyword/yourCompetitorName + “guest Column” Keyword/yourCompetitorName + “guest article” Keyword/yourCompetitorName + guest post Keyword/yourCompetitorName + guest author Keyword/yourCompetitorName + “write for us” Keyword/yourCompetitorName + “write for me” Keyword/yourCompetitorName + “become a contributor” Keyword/yourCompetitorName + “contribute to this site” Keyword/yourCompetitorName + inurl:category/guest Keyword/yourCompetitorName + inurl:contributors Keyword/yourCompetitorName + “guest blog” + inanchor:contact Keyword/yourCompetitorName + “guest blogger” + inanchor:contact Keyword/yourCompetitorName + “guest Column” + inanchor:contact Keyword/yourCompetitorName + “guest article” + inanchor:contact Keyword/yourCompetitorName + “write for us” + inanchor:contact Keyword/yourCompetitorName + “write for me” + inanchor:contact Keyword/yourCompetitorName + “become a contributor” + inanchor:contact Keyword/yourCompetitorName + “contribute to this site” + inanchor:contact
  54. 54. @MediaWyse #SEMpdx Strategy #4 – Guest Blogging Good Outreach Example:
  55. 55. @MediaWyse #SEMpdx Strategy #4 – Guest Blogging BAD Outreach Example:
  56. 56. @MediaWyse #SEMpdx Strategy #4 – Guest Blogging Boomerang that Baby! http://www.boomeranggmail.com/
  57. 57. @MediaWyse #SEMpdx Strategy #5 – Encourage Customer Storytelling
  58. 58. @MediaWyse #SEMpdx An Epic Story is NOT Necessary for Success ….but it Certainly Helps!
  59. 59. @MediaWyse #SEMpdx Thank You!
  60. 60. @MediaWyse #SEMpdx
  61. 61. @MediaWyse #SEMpdx Casey Markee Founder, Media Wyse www.MediaWyse.com casey@mediawyse.com @mediawyse Become a Fan on Facebook: https://www.facebook.com/MediaWyse Follow Casey on Twitter: https://Twitter.com/MediaWyse Connect with Casey on Linkedin: https://www.linkedin/com/in/caseymarkee Follow Casey on SlideShare: http://www.slideshare.net/CaseyMarkeeMBA Today’s Presenter is…
  • ssuser1369cc

    May. 19, 2020
  • rperro

    Oct. 19, 2017
  • shendison1

    Oct. 18, 2017

Creating brand stories that connect, excite, and move audiences through the sales funnel is not easy! Effective storytelling attracts and connects people to your brand and provides a tangible outcome to the bottom line but only if done properly. In this deck learn how to create and promote epic brand stories. Learn about brand archetypes, the science behind storytelling, personas, and how successful companies and brands work to make the customer the center of the story.

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