@tweedejansteen#greenhouse

@tweedejansteen#greenhouse

So? What’s the magic?The impact of storytelling in a connected world

me?

Yvette Pasman ‘Garage’ owner

adding value

focus in 2009

@duchennepp

my own heroes

why do we tell and like stories?

We want to be heard and seen!

We search for new ways to connect

Feminine values grow stronger

http://justienmarseille.wordpress.com/2007/10/10/7-stellingen-over-de-feminisering-van-de-maatschappij/

Stories add purpose and meaning to our lives

Stories help to give structure and support. They help you to make choices

BEELD OBAMA

We love to feed ourselves with new stories, with different layers and dimensions.

Obama’s victory speech referred to the 100 yrs history of America, referred to Gospel songs, to heroes like Marten Luther King, affects mutual norms and values because referring to “we as people”.

New media continuously change the way we tell and share stories.

ongoing interaction always and everywhere

We are ‘always on’By KPN Hi – Commercial Vrienden staan nooit uit

3 yrs

3.000.000.000 images on Flickr

Flickr in 24hrs – all printed and dumped in FOAM. Exhibition 'What's Next‘ by Erik Kessels (2011)

 

Every day more than 3 billion video’s being watched on YouTube..

YouTube users alone upload more than 48hrs worth of video…

EVERY MINUTE!

 

http://www.youtube.com/watch?v=CNSaurw6E_Q

< 2 yrs / 30 mln users in for mobile picture sharing

http://bit.ly/I2Ofj6

Pinterest!

< 2 yrs

< more referral traffic than LinkedIn + YouTube + Google+

< NL 34th best visited website

Facebook… a country as big as Europe

By Akexabder Higgens Puera del Sol

21mln mobile phones, on 16mln Dutchies

http://discovermobilelife.com/

35% uses apps before they even got out of bed (facebook, twitter, weeronline, teletext…)

http://bit.ly/lCeDtB

Every 6,5 minutes we check if we missed a call, text, Whatsapp or FB message…

And... 30% from the world population is 30yrs –

Social and mobile media are no ‘media’ to them

By Zane Thimpson

And what’s more… we antropomorph these machines…

http://bit.ly/JZDK3j

Stories broadenthey are not just spoken words,written words.

They are images, videos, pictures, sketches, music, likes, pins, badges etc

So, if we want to make people talk (or take a pic, a video, like etc) …

We need to know what makes people tick..

Source: Social Media Consumer Survey (January 2011), n=3,019

You need to know which ingredients make a great story for your consumers..

And what social status you can add to!

And … in which way your consumer is connected. Sometimes a simple questionnaire will do…

Realize that 80 to 90% of the real conversations are offline… and not online!

bron: Conversation Manager

People trust people ‘like them’. Tap into that…

37.000.000 conversations are about brands

So it’s quite important for a brand to suggest the right stuff to talk about… By TOMS

Dell decisions based on ‘return per referral’

http://onforb.es/s4mj9l

Ford Fiesta achieved the same level of brand recognition with social media, with 10% of the costs, as a TV ad

http://bit.ly/clEjXB

We love a little magic

http://bit.ly/qzE4TX

Why i find the Levi’s Go Forth campaign a wonderfull story, but a crapy campaign http://wp.me/pm0Pf-61

And the Pepsi Refreshing Project is a much better example http://wp.me/pm0Pf-61

http://www.hugeinc.com/casestudies/pepsi

http://www.youtube.com/watch?feature=player_embedded&v=0AbQSE4ZKvk

Volkswagen Fun Theory – Storytelling taken a step further with this initiative http://wp.me/pm0Pf-61

KLM Acts of kindness. A great story – KLM making a real effort, stretching their contact with their customers, and a great follow up in media http://bit.ly/dNBOji

Yellow Pages – Hidden Pizza story A great example of tapping into the ‘being in the know’ status of connected people (“i know this great place…”) http://bit.ly/o5o79s

In stead of telling people you are a great friend. It’s better to let them experience that through meaningfull interactions. Akzo Nobel Let’s Colour – Adding direct value to peoples lives. Great use of social media (flickr, youtube). Growing the story from small to a bigger long term campaign.. http://bit.ly/bRcnAF

TOMS … The ONE FOR ONE movement. A great example of consumer generated stories, “The proof of the pudding is in the eating”

More importantly: let your ‘tribe’ always in on your activities.

Let THEM create their stories about your brand

And feed them with new perspective… new stories. Which the consumers/fans/ambassadors create, with a little help of TOMS. Taking the story further than just shoes. Building the brand story on new initiatives (and products, and stories) http://www.youtube.com/tomsshoes

And Lead the way! (as a brand)

So… what’s the magic mix to make your story social?

It’s not about you. It’s about your current consumers and potential consumers. Tap into their thoughts and needs. Realize that your brand is not the logo. Your brand is what consumers make of it. THEIR thoughts, gut feeling and emotions tell you what your brand is. Use their gut feeling, their ambitions, status needs, conversations. And give them something to talk about. Let them do the magic.

Create (eye)candy. Storytelling is not only words, but images, sounds, events, likes, listing, mapping, badging.

Give, give, give. Define your promoters and make them superpromoters by giving them things to share, something worthwhile, something that creates a stage for them. Add some value to ones lives, not only try to ‘get’ something out of it, and you will get something back.

Don’t start the discussion about loyalty versus sales campaigns. Social storytelling is beyond that discussion, it’s the glue that makes it all stick.

Just do it. Be personal. Don’t think too much. Let the magic happen in the action.

Feedback? Yes please!

yvette@indegarage.nl@tweedejansteen