social media presentation

Elevating The Conversation©WEBER SHANDWICK 2012 All rights reserved

Socail Channels: Telling a Story


In a Nutshell…

Your brand isn't what

you say it is, it's what

other people say it is.

Social media is about

using the tools that

make it easier for that

conversation to happen.

- Andy SernovitzAuthor of Word of Mouth Marketing


What is storytelling?

The power of brands lies in their unique story. How that story is told verbally and visually is critical to the invention or transformation of an enduring brand. Here is what builds a compelling brand story:

• Identify your targeted audience and why the story of your brand matters to them.• Define verbal and visual cues that can identify your brand and forms the

foundation of your brand’s story.• Define the personality, tone and manner in which your brand communicates with

customers, employees, partners and diverse audiences.• Define brand messaging guidelines that distill the essence of your brand story

into a framework that supports your marketing communication initiatives.


Army Social Computing

Weber Shandwick and the U.S. Army conducted a comprehensive landscape analysis to identify what was being said online related to recruitment and military life.

1. Focusing on online discussions was important because the Army’s primary recruiting audience is 18- to 24-year-old adults.

2. Secondary to the prospect audience, the Army recognizes the importance of reaching a wide array of influencers – those people who play a role in one’s consideration of joining the military.


Army Strong Stories

Army Strong Stories (www.ArmyStrongStories.com) is the Army Marketing and Research Group’s signature blog and story-sharing program, providing an online community for soldiers, cadets, families, friends and supporters to share their Army stories.

The program: • Provides authentic perspectives on Army

life and military service• Arms potential recruits and their families

with useful information as they consider a path to service in the Army

• Encourages candid online conversations and open communication between Soldiers and recruits and/or supporters

http://www.armystrongstories.com/


What you will find on Army Strong Stories

• Deployment Stories

• ROTC cadets make up 38 percent of the Army Strong Stories blogging community.

“CULP is a very rewarding program and has vastly expanded since I have gone. It is a great way for Cadets to meet other Cadets from around the country and build lasting relationships,” wrote CDT Alex Cardinal

http://armystrongstories.com/blogger/alex-cardinal/


Curated Landing Pages

The agency has created 5 curated landing pages and have 10 more in the works that will live on Army Strong Stories and cover a range of topics that impact the Army’s recruiting efforts – including:• Career opportunities• Benefits• Basic training• Family• Events


Inspire Stories

As Army Strong Stories grew and, subsequently, as digital habits skyrocketed, the team seized the opportunity to put forward Inspire Stories as a new initiative in 2010 to engage the prospect and influencer audiences in non-Army channels.

The program: • Raises awareness of the wide array of career opportunities available within the

Army

• Creates a new group of Army advocates who will incorporate Army experiences and messaging into their communication platforms

• Informs and improves the image of Army recruiting and military life online and in social computing arenas, including blogs and social networking sites

• Further solidifies the Army’s emphasis on community engagement


@bookieboo Does Basic Training at

Fort Benning

Eric Jude Cortes

Explores Army Reserve Pre-Deployment

Training

@CK_Lunchbox Goes to Airborne School

Military Spouse BloggerGreta Perry Visits the Army Commander’s Conference

Foodie Matt Armendariz Heats Up Social Media at theArmy’s Culinary Arts Competition

Larry Henry Views the Army 10th

Anniversary NHRA Race

Medical Student Engages in American College of Surgeons Clinical Congress

David Banks Gets Wired in a Combat Situations Unit

Medgadget Tours Brooke

Army Medical Center

Lee OddenJumps in to Social

Media with the Army

Golden Knights

Bloggers Attend BlogWorld & New Media Expo

INSPIRE STORIES

http://www.wired.com/geekdad/2010/10/jtcoic


Army Strong Network

Army Strong Network positions the U.S. Army as its own storyteller by creating unique and compelling branded content that generates engagement, discussion and an understanding of military activity, life, opportunities and service.

Specifically, Army Strong Network will humanize the Army experience, create content featuring the experience and socialize the experience.

Army Strong Network produces interesting, transparent and educational content that brings to life a variety of Army experiences designed for prospects and influencers.

Army Strong Network footage of Drill Sergeant Levi Peffer interviewing his Soldier after entering the gas chamber--One Station Unit Training at Ft. Benning.


Army Strong Network activation with the WORLD CLASS ATHLETE PROGRAMTraditional media outreach resulted in the placement of three (3) Army Strong Network packages on USAToday.com, garnering more than 554,050 impressions (according to PR Trak). Key successes include:

7 Army Strong Network Video Segments Produced

75+

Facebook Comments

5,010+

YouTube Views 2,105+

Facebook Likes

105+Tweets and Retweets170

+

Facebook Shares


Events

Army Strong Network also leverages Army events, activities and ceremonies. Army Strong Network creates pre, during and post-event conversations across Army-owned channels and external media properties.

Event Activation

Inspire Stories

Media Outreach(DVIDS,

Army.mil)

OCPA & AMRG Social

Media Channels

Army Strong Stories Video

Collection

ASN Video Creation


Content is Syndicated to Multiple Outposts


Army Storytelling

1. Identify your targeted audience and why the story of your brand matters to them.

– Potential soldiers, current soldiers, family and friends of current soldiers, veterans and supporters

2. Define verbal and visual cues that can identify your brand and forms the foundation of your brand’s story.

– Real soldiers and real stories.

3. Define the personality, tone and manner in which your brand communicates with customers, employees, partners and diverse audiences.

– Unfiltered perspectives from current, past and present Army soldiers, supporters and family and friends.

4. Define brand messaging guidelines that distill the essence of your brand story into a framework that supports your marketing communication initiatives.

– “Go Army” is the overall campaign. Army Social Computing relies heavily on “Storytelling” and sharing what it means to be “Army Strong”


TELLING THE ARMY STORY

Developing the story by using the tools, knowledge, assets and resources the Army has available

Distributing the story through all relevant channels, for example (news release, whitepaper, etc.)

Once the story is shared, we want people to talk about it with each other and continue to share it, anywhere and at any time.


CASE STUDY: FORT BENNING

• Five video news packages that were syndicated across Army-owned channels

• Hugely successful Inspire Stories blogger engagement activation resulting in 464 Tweets and 12 Facebook updates for a collective reach of more than 3.8 million impressions

• 50+ Army Strong Stories video stories

“I came home bruised, exhausted, and with a new sense of love for our troops & country. Years from now, if my babies came to me and said they wanted to join the Army, I think I would smile. :)” – Leah Segedie, Mamavation.com

Fort Benning, March 2011

Inspire Stories

Blogger Coverage

OCPA & USAAC Social Media

Channels

Army Strong Stories Video

Collection

ASN Video Creation



Page 18

Online Digital Trends


Mobile and Gameification


Responsive Design

Responsive Design – One Site Across All Devices


Location based app: FourSquare

Location-based services like Foursquare continue to gain new users and add game-like functionality.

Foursquare is the champion of check-ins. With over 20 million users, Foursquare helps you to keep in sync with your friends and what they are up to.

We love the badge system, which encourages visiting new and unique places. Foursquare is also an excellent way to discover new places to visit based on your friends' recommendations.


Gamification

What are some common results?• Makes technology more engaging• Encourages users to take specific actions or engage in desired behaviors• Shows a path to mastery and autonomy• Helps solve problems• Takes advantage of humans’ psychological disposition to play games


CASE STUDY: Bluefly.com + Badgeville

Customers earn badges based on behaviors, and badges unlock

tangible rewards like early access to products and special discounts.

Leading online retailer Bluefly.com turned to Badgeville to add a social game experience to its designer discount virtual storefront and fashion editorial experience.

http://www.bluefly.com/


Best Platforms of 2012

title


PinterestUsers can “Follow” other pinners to see their pins:• Pins can be “repinned” to one’s own

boards• It is not necessary to follow all of a

pinner’s pins – one can follow a single “board”

“Pinterest is the intersection of style and social.”

-Michelle Casper, Lands’ End PR Director

103

217

http://www.momblogmagazine.com/index/2011/12/lands-end-talks-working-with-pinterest/


CASE STUDY: Army on Pinterest

The U.S. Army, Navy and National Guard are early Pinterest adopters. They use the site to:• Reinforce their values• Recognize their history of heroism, e.g. World War II• Share the Army Strong Story



CASE STUDY: Whole Foods on Pinterest Whole Foods engages with its customers on Pinterest in ways intended to show that it shares their values:

• PINNING RECIPES

• SHARING IDEAS FOR RECYCLING AND REUSING

• HIGHLIGHTING THE CHARITABLE WORK OF THE WHOLE PLANET FOUNDATION

• SHOWING THE ORIGINS OF ITS ORGANIC FOODS

http://pinterest.com/wholefoods/


CONTESTS CASE STUDY: LANDS END

• Lands’ End Canvas ran one of the first Pinterest contests in December 2011:• Offered a chance to win gift cards to consumers who pinned at least 10 Lands End Canvas

items to a board.• Integrated with Facebook for contest terms and conditions.• Earned exposure via boards such as the following:

http://pinterest.com/landsendcanvas/



Instagram

Instagram changed the way we share photos using our mobile phones. The app is fast, fun, and simple.

With Instagram, you snap a photo, add a funky filter and other effects, and upload it to a news feed. Like any other social network, you can follow people to keep track of their photos.

Facebook recently agreed to buy Instagram, so expect tighter integration between the two services.



CASE STUDY: Tiffany & Co.

Tiffany & Co. extended its ‘What Makes Love True’ campaign by using its mobile app and Instagram

• Tiffany & Co. partnered with fashion blogger couple Scott Schuman and Garance Doré to champion the project and represent real couples in love from Paris and NYC

• Users upload photos through tiffany’s free app or by #truelovepictures. The gallery is then curated by Tiffany, showing the best of the shots

• Visually tells the brand story by curating content



Tumblr

Tumblr is one of the fastest growing blogging sites around. Think of it as Twitter meets Wordpress. Tumblr lets you follow blogs and create simple updates for text, audio, photos, quotes, etc.

The Tumblr app gives you access to your dashboard of the blogs you follow and lets you create your own updates on the go.



CASE STUDY: ELECTION

To remind Tumblr users about the first presidential debate, President Obama’s team used an obscure clip of Lindsay Lohan saying “It’s October 3” in the comedy “Mean Girls.”



CASE STUDY: Oscar De La Renta

The fashion industry was one of the first to embrace Tumblr from a business perspective. Brands like Oscar De La Renta capitalized on the visual nature of Tumblr by publishing photos of the latest fashions, insider pictures and quick bits from the fashion world.

• Visitors can chat directlywith the fashion guru

• Fashion anything: gifs, celebrity sitings, paintings,events and more.

http://oscarprgirl.tumblr.com/

http://oscarprgirl.tumblr.com/



Nicole Lemmer

Weber Shandwick

[email protected]

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