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Let me tell you a story!

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Slides from 2018's Digital Crossroads Opening Keynote - Videos are here: https://www.youtube.com/watch?v=Gq0G1OEgEXc and https://vimeo.com/199210715

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Let me tell you a story!

  1. 1. W WiFi: BU-Open
  2. 2. LETMETELLYOU ASTORY HOW TO PUSH THE ENVELOPE TO STAND OUT WITH WHAT’S NEXT IN SOCIAL CONTENT STRATEGY
  3. 3. KENTUCKYKICKSASS
  4. 4. They disrupt your normal They capture your attention They trigger an emotion They (normally) make you WANT to share it WHATMAKESSTORIES(ORCONTENT)STANDOUT?
  5. 5. TWITTER
  6. 6. INSTAGRAM
  7. 7. FACEBOOK
  8. 8. That One Post
  9. 9. INSTAGRAM/FACEBOOKSTORIES
  10. 10. INSTAGRAM/FACEBOOKSTORIES
  11. 11. INSTAGRAM/FACEBOOKSTORIES
  12. 12. INSTAGRAM/FACEBOOKSTORIES
  13. 13. INSTAGRAM/FACEBOOKSTORIES
  14. 14. INSTAGRAM/FACEBOOKSTORIES
  15. 15. THESTORYARC Awful Life Slave to Step Mother Gets invited to the ball Dreams of night out Goes to the ball Dances with the prince CLOCK IS ABOUT TO STRIKE MIDNIGHT! Back to awful life Better because of memory of ball Prince has to find the lady for the slipper They reunite and life Happily ever after
  16. 16. TYPESOFSTORYARCS RISE TO PROMINENCE FALL FROM GRACE RETURN TO GRACE WEAKNESS TO STRENGTH
  17. 17. THECUSTOMERJOURNEYSTORYARC Looking for a car Learns of JD Power Award Browses online Goes through ”build your own” online experience, subscribes to email Sees price of “build your own” version Puts off further shopping while saving for the future purchase Talks to banker friend about financing; Test Drives Car Makes the purchase and drives away happy!
  18. 18. THECUSTOMERJOURNEYSTORYARC First Contact Point of Curiosity Peak of Visualization Slide of Resistance Plateau of Indecision Reigniting of Visualization The Happy Conclusion Path of Discovery Momentum On-Ramp
  19. 19. THESTORYARC(CUSTOMERJOURNEY) POINT OF CURIOSITY The Point of Curiosity is the moment the customer learns something about your brand that makes them want to know more. It could be: • Recommendation or referral • Experiencing an advertisement • Meeting an employee • Answering a sales call • Seeing your brand involved in an event • Driving by your location • Hearing about you on the news Point of Curiosity
  20. 20. THESTORYARC(CUSTOMERJOURNEY) PATH OF DISCOVERY The Path of Discovery is when the consumer’s curiosity leads them to want to know more about your brand. Their activity here includes: • Searching for your product or service • Exploring your website • Visiting your retail locations • Asking family and friends about your products • Seeking ratings and reviews • Reviewing Consumer Reports • And more Path of Discovery
  21. 21. THESTORYARC(CUSTOMERJOURNEY) PEAK OF VISUALIZATION The Peak of Visualization is the point at which the customer begins to imagine themselves having purchased your product. Here they can: • See themselves driving the car • Living in the house • Wearing the clothes • Taking the vacation • Feeling secure in the investment • Feel relieved the repairs are done • And more Peak of Visualization
  22. 22. THESTORYARC(CUSTOMERJOURNEY) SLIDE OF RESISTANCE The Slide of Resistance normally occurs after they’ve visualized, then asked, “How much is it?” Here they feel outside stressors about the decision like: • Not enough cash in hand • Not enough savings to cushion the purchase • Changes other expectations for spending • Consideration from other decision-makers • Impact on long-term financial goals • And more Slide of Resistance
  23. 23. THESTORYARC(CUSTOMERJOURNEY) PLATEAU OF INDECISION The Plateau of Indecision happens when the customer has put off the decision based on their cost or commitment hesitation. They know they want the product or service, but they aren’t convinced they can afford it or it’s the right purchase for them. Here they: • May be confident they can’t buy • But may simply need more information (from spouse, bank, etc.) • May lose interest if something else distracts them or the purchase is significant enough to warrant a long period of savings Plateau of Indecision
  24. 24. THESTORYARC(CUSTOMERJOURNEY) MOMENTUM ON-RAMP The Momentum On-Ramp is the rekindling of their enthusiasm for the product or service. They know they’re going to buy, now it’s just a matter of time and opportunity. Here they: • May have learned more information about finances and be ready to buy • May have talked themselves into purchasing despite other objections • May be in need of the purchase regardless of rational or irrational need • Are just waiting on the right moment Momentum On-Ramp
  25. 25. THESTORYARC(CUSTOMERJOURNEY) REIGNITING OF VISUALIZATION The Reigniting of Visualization is where they return to the aspirational point of seeing themselves post- purchase. Here they are ready to buy and just want to get it over with. They are as excited as they will ever be about buying this. • Have the financial aspect worked out • Know exactly what they want • Are primed and ready for upsell and post-purchase engagement (loyalty, warranty, etc.) Reigniting of Visualization
  26. 26. THESTORYARC(CUSTOMERJOURNEY) First Contact Point of Curiosity Peak of Visualization Slide of Resistance Plateau of Indecision Reigniting of Visualization The Happy Conclusion Path of Discovery Momentum On-Ramp
  27. 27. WHAT IT LOOKS LIKEWHAT IT LOOKS LIKE
  28. 28. WHEATLEY VODKA New to the market in last five years American craft vodka Market dominated by mass producers Historical lineage of the Buffalo Trace Distillery Social channels started before website
  29. 29. WHEATLEY VODKA
  30. 30. craftsmanship COLIN O’REILLY TERRANE GLASS DESIGNS SPRUCE PINE, N.C.
  31. 31. Brand Story How Wheatley Vodka is Made What Bartenders Say Historical lineage of the Buffalo Trace Distillery Cocktail Recipes
  32. 32. craftsmanship HARLEN WHEATLEY MASTER DISTILLER BUFFALO TRACE DISTILLERY
  33. 33. THESTORYARC(WHEATLEYVODKA) Preview New Website Wheatley is the Way Vodka is Supposed to Taste Bartender insights, Awards, Reviews Cocktail Recipes, Food Pairings Bars & Store Experiences Satisfaction of Being Knowledgeable Vodka Drinker A Smarter Drinker Get to Know Brand, Harlen, Vodka, Craft Process Home Bar Presence, Cocktail Orders
  34. 34. THESTORYARC(YOURSTORYLINE) Preview Story Hook Learning/Accomplishment Review of Learning How to Apply the Learning Realization of Benefits A Better Experience Discovery (The Plot Thickens) Behavior Change
  35. 35. THESTORYARC(YOURSTORYLINE) Story Hook • Blog Topic 1 • Social Topic 1 • Video 1 • Blog Topic 2 • Blog Topic 3 • Instagram Post 1 Learning/Accomplishment • Blog Topic 7 • Instagram Post 3 • Video 3 • White Paper 1 • Reviews/Testimonials 1 • Blog Topic 8 Review of Learning • Blog Topic 9 • Instagram Post 4 • Blog Topic 10 • Reviews/Testimonials 10 • Blog Topic 11 How to Apply the Learning Video 4 Video 5 Infographic 2 Blog Topic 12 White Paper 2 Webinar 1 Realization of Benefits Blog Topic 15 Blog Topic 16 Reviews/Testimonials 12 Reviews/Testimonials 13 Video 7 A Better Experience Video 8 Video 9 Webinar 2 White Paper 3 Instagram Post 7 Discovery (The Plot Thickens) • Blog Topic 4 • Blog Topic 5 • Infographic 1 • Blog Topic 6 • Instagram Post 2 • Video 2 Behavior Change Blog Topic 13 Instagram Post 5 Instagram Post 6 Blog Topic 14 Video 6
  36. 36. TARGETEACHSEGMENT!!!!! Story Hook • Blog Topic 1 • Social Topic 1 • Video 1 • Blog Topic 2 • Blog Topic 3 • Instagram Post 1 Learning/Accomplishment • Blog Topic 7 • Instagram Post 3 • Video 3 • White Paper 1 • Reviews/Testimonials 1 • Blog Topic 8 Review of Learning • Blog Topic 9 • Instagram Post 4 • Blog Topic 10 • Reviews/Testimonials 10 • Blog Topic 11 How to Apply the Learning Video 4 Video 5 Infographic 2 Blog Topic 12 White Paper 2 Webinar 1 Realization of Benefits Blog Topic 15 Blog Topic 16 Reviews/Testimonials 12 Reviews/Testimonials 13 Video 7 A Better Experience Video 8 Video 9 Webinar 2 White Paper 3 Instagram Post 7 Discovery (The Plot Thickens) • Blog Topic 4 • Blog Topic 5 • Infographic 1 • Blog Topic 6 • Instagram Post 2 • Video 2 Behavior Change Blog Topic 13 Instagram Post 5 Instagram Post 6 Blog Topic 14 Video 6
  37. 37. WHATWILLYOUREMEMBER?
  38. 38. Look at your brand. Define your audience. Plot their point of curiosity Map their journey. Tell Your Story! Questions? Need Help? | www.jasonfalls.com | jason@jasonfalls.com | teamcornett.com

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