Storytelling and Social Media
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Transcript of Storytelling and Social Media
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Storytelling……and social media management.
A brief introduction on how social media can extend, augment, and enhance a company’s story.
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Once upon a time…
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Storytelling is integral to human life.
Learning Emotional Fulfillment
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Storytelling Effective Marketing
• Method• Evocative• Origin / demonstrative • Emotional connection
• Values-based worldview• Monomyth / fairytale patterns
• Heroism
• Can be linear / non-linear
• Brand achieves connection
“The brand story
gradually becomes
synonymous with how
we define ourselves as
individuals, and
products become the
symbols that we use to
tell the story of
ourselves.”Fog, Budtz, and Yakaboylu. Storytelling: Branding in Practice
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Storytelling is a process.Branding• Clear values• Strong brands are built on emotional
connections
Storytelling• The communication of these brand
values in an evocative, relatable way• Speaks to the emotional
associations of these values
Target Customers• The individuals or brand communities
that identify and empathize with the values
Adapted from Fog, Budtz, and Yakaboylu. Storytelling: Branding in Practice.
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Effective Marketing Social Media
• Author(s)• Extends the story
• Dynamic• Present tense• New angles
• Direct conversation• Co-creation • Loss of control v. participation
Social media gives us the capability to extend, augment, and develop existing stories and deliver them on a personalized basis.
By doing so, we increase can increase the number and strengths of the connections between consumers and brands in a mutually beneficial exchange.
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Managing Social Media Storytelling
• Understand and respect the audience
• Have a clear vision (convergence)
• Fusion of logic and emotion
• Ensure the story reflects who you are
• Pick something and stick to it!• Authenticity is rewarded with a
stronger connection
• Foster and reward co-creation• Don’t shut down the story
Stories conveyed through social media have the potential to take on lives of their own, and marketers must remain conscious of this fact.
Though there are few definitive rules when managing social media stories, there are some lessons that can be taken from traditional storytelling techniques, the nature of social media interactions, and early case studies.
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Managing Social Media Storytelling
If storytelling is effective because of the connections it achieves, always be mindful of those connections.
Stories conveyed through social media have the potential to take on lives of their own, and marketers must remain conscious of this fact.
Though there are few definitive rules when managing social media stories, there are some lessons that can be taken from traditional storytelling techniques, the nature of social media interactions, and early case studies.
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…happily ever after.
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Epilogue.
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Case Study: Patagonia’s Origin Story
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Patagonia’s Continuing Story
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Patagonia’s Continuing Story
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Blog Twitter
Patagonia’s Continuing Story
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Management of the Story (Socially)
• Hero elements• Antimony
• How does one purchase premium priced goods while maintaining a statement of authenticity and values?
• Consistency, clarity
• Solicits co-creation• Respects and engages audience
• Mitigates complaints / damaging perceptions
• Approaches the same story from new angles
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Further (Recommended) Reading
Available through e-resources Print, e-book, Amazon
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Further Thought…
• What’s your favourite brand story? How is it explained and enhanced through social media? If it currently is not, take on the role of a social media marketer for the brand—what would you do?
• This discussion has focused on the use of social media to supplement traditional marketing techniques. Do you feel these lessons apply to a campaign that exists solely through social media? What would you add?