9. The 4 Pillars of Brand Storytelling
BRAND STORYTELLING
BRAND GOALS
BRAND NARRATIVE
• Document business and
marketing goals
• Establish content
themes & principles
• Establish KPIs
• Audience insights and
research
• Ensure marketing and
global/regional alignment
• Establish buy in from
senior management
• Media and community
perceptions
• Tone of voice
CONTENT
OPERATIONS
• Establish the content
supply chain – approval
workflows
• Identify roles &
responsibilities
• Identify influencer and
brand advocates
(employees/customers)
• Determine technology
MEDIA DISTRIBUTION
• Prioritize storytelling
principles and content
themes to digital
channels
• Deploy converged media
models
• Establish real-time
content marketing
operations
ANALYTICS & MEASUREMENT
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10. Social Business Strategy Is Required To
Facilitate This Transformation
“
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A social business strategy is a documented plan of action that helps
”
evolve and transform the thinking of an organization bridging internal and
external social initiatives resulting in collaborative connections, a more
social organization and shared value for all stakeholders (customers,
partners, and employees).
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14. And They Spend A lot Of Time Together
40% 65% 80%
Business pros spend 40% of
their time interacting in peerbased communities.
of business pros engage with a
professional community via
social channels.
participate in groups online
to help others by sharing
information, ideas and
experiences.
http://www.slideshare.net/sncr/the-social-mind
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15. The Strategic Imperative To Employee
Brand Advocacy
DRIVE
CHANGE
EDUCATE
AWARENESS
PERCEPTIONS
CUSTOMERS
& PROSPECTS
SOLVE
PROVIDE
INFLUENCE
CUSTOMER
SUPPORT ISSUES
FEEDBACK
& INSIGHTS
THEIR PEERS
TO BUY
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How Social Business Planning Can Enable Better Content, Smarter Marketing and More Effective Customer Relationships #IABCyeg
http://www.digitaltrends.com/social-media/study-confirms-social-medias-revolutionary-role-in-arab-spring/ Researchers at the University of Washington sifted through more than 3 million tweets, countless hours of YouTube videos and gigabytes of blogs to find out whether the Internet, and social media services like Twitter and Facebook really played the revolutionary role many claimed they did. According to the study, online chatter about revolution often began just before actual revolutions took place. And social media also served as an outlet for citizens of the region to tell their stories of revolution, which played an inspirational role for neighboring countries, the study found.In Egypt, where the Arab Spring blossomed, Howard and his team found that the number of tweets that mentioned revolution in that country exploded from 2,300 per day to more than 230,000 per day. The number of videos, Facebook updates and blog posts about government opposition also rose dramatically.
When we think about brand storytelling, we need to consider several strategic and operational initiatives. Brand Goals:This is by far the most important of them all. You have to decide very early on what your storytelling goals are? Are you trying to increase sales of a specific product or change perceptions about your brand? In either case, have documented goals that are supported by your executive team are critical.Brand Narrative: Too many of us jump right into social media channels without understanding the story we want to tell. The narrative exercise should be done early on and considers several factors – brand positioning, audience interests and affinities, media/community perceptions of the brand, historical content performance and search. From there, a good narrative will blossom in a way that breaks through the clutter and actually changes customer behavior.Content Operations: Believe it or not, successful storytelling requires a significant amount of operations in order for it to be successful. Establishing a content supply chain (workflows that facilitate content ideation, creation, approval and distribution) are needed to build consistencies and controls of the brand story. Identifying roles and responsibilities, internally, are also important if you are mobilizing employees to help tell the brand story. Also, operationalizing external brand advocacy programs are an option and require an investment into a technology platform (i.e. Branderati, Dynamic Signal).Media Integration/ Distribution: This is about prioritizing your storytelling principles and content themes and then mapping them specifically to various digital channels. For example, let’s assume that you work for a jeweler manufacturer and you have determined that fashion or fitness is a topic area that you want to tell your story. You may decide to launch a specific Tumblr page and build content there or allocate a percentage of content dedicated to that topic on Facebook. These are decisions that you will have to make. It's also important to deploy converged media models (the integration of paid, earned and owned media) simply by promoting content on Facebook and Twitter or use platforms like Outbrain and OneSpot that also deliver converged media models. Lastly, you will need to make a strategic decision to launch a real-time command center operation that will allow you to capitalize on what’s trending in the news cycle and reach new audiences with real-time content.
Establishingavoic
TheSociety for New Communications Research (SNCR) in 2012 released a research report called the Social Mind and it has some eye opening data points. The study surveyed 300 professionals and found that by far the most frequent use of social media amongst professionals was interacting with their peers in professional communities.