CONVERSION DAY :: Amplifying Storytelling with Influencer Marketing

CONVERSION DAY
Carole Lamarque+32 47 833 7000@caroberry

Carole. Lamarque+32 47 833 7000@caroberry
The ultimate goal of storytelling in content marketing
is to make sure your audience ﬁnds more connection
with your business, and this on a more personal and
emotional level.  
1
WHY STORYTELLING?

 
This connection should eventually lead to the
creation of loyal customers for your business.  
2
WHY STORYTELLING?

 
Companies that do Storytelling, to tell a story.3
WHY STORYTELLING?

80% of CEOs believe their
products are diﬀerentiated

8% of customers  
agree with them

A Company without a story 
is a company without strategy
BEN HOROWITZ
“

I couldn't agree more.  
 
Having a clear and distinctive
story is critical in building a
brand today.

A Fundamentally
Different Approach
Is Needed
People Are Now
The Medium
It’s About Doing,
Not Saying1 2

Launch! Finger  
pointing  
begins
Social media  
strategy 
formulated
Digital 
agency 
engaged
Media
purchased
Story
deﬁned
Marketing
department
engaged
Marketing
agency
alerted
UI
designed
Product
planning
begins
Product
named
Product
research
begins
Growth
opportunity
identiﬁed
OLD WORLD STORYTELLING

The premise of the project is that there are two kinds of companies in
the world today: storytelling companies that convey the story of their
brand, business or product by telling that story, usually through PR or
paid advertising; and storydoing companies that consciously convey
their story through direct action.
WHAT IS STORYDOING?

StoryDoing companies use their core story as an organizing principle
for activities throughout the company:  
 
• New product development, recruiting, compensation, partnerships,  
• Communication that they create
WHAT IS STORYDOING?

NEW WORLD STORYDOING
New experiences New team structures
New products New communicationNew processes
STOR
Y
STORYSTORY
STORYSTORY
ST
ORY
STORYSTOR
Y
STORY

LESS SPENT ON PAID MEDIA
MEDIA SPENT AS % OF ANNUAL REVENUE
Storytelling companies spend nearly 3x more on media  
as a percent of revenue than Storydoing companies
STORYTELLING
STORYDOING
4,0%
1,4%
3,4%
2,8% 2,9% 2,7%
1,1%
1,0%
1,2%
1,0%
2011201020092007 2008

MORE SOCIAL AWARENESS
NUMBER OF SOCIAL MEDIA MENTIONS 2008-2011 (MILLIONS)
Storydoing companies are mentioned much  
more in social media conversations
0,3%
9,9%
27,6%
44%
1,9%
2,2%
2011201020092008
STORYTELLING
STORYDOING
2,8%
0,8%

BETTER FINANCIAL PERFORMANCE
REVENUE GROWTH RATE
(2007-2011)
0%
2%
4%
6%
8%
10%
12%
Storytelling
Storydoing
OPERATING INCOME GROWTH RATE
(2007-2011)
0%
2%
4%
6%
8%
10%
12%
Storytelling
Storydoing
14%
16%
18%
Storydoing companies outperform  
storytelling companies in toppling sales…
And in ﬁnding better ways to reduce  
costs and optimize assets1 2

HIGHER VALUATIONS
STOCK PRICE CAGR
(2007-2011)
Storydoing stock price growth demonstrates the
value created trough their actions
-6%
-4%
-2%
0%
2%
4%
6%
Storytelling
Storydoing

WHAT IS  
YOUR UNFAIR
ADVANTAGE?

WHAT’S YOUR UNFAIR ADVANTAGE?
Product Leadership
Build a better product, for which
customers will pay a premium
Solve the client’s
broader problem & share
in the beneﬁt
Achieve the low cost
position on product
and service support
Customer
Intimacy
Operational
Excellence
Product
Differentiation
Customer
Responsiveness
Operational
Competence

THE SIX QUESTIONS WE ASK
2 31 5 64
Do you have
a story?
Does the story  
deﬁne an
ambition
beyond
commercial
aspiration?
Is the story  
understood
and cared by the
entire company?
Is the story  
being used
to drive action
throughout the
company?
Have you
deﬁned a few
iconic
transformative
actions to focus
on?
Are people
outside the
company
engaging with
and participating
in the story?

In this day and age, a picture, a video is worth more than just a thousand
words. When it’s genuine, when it’s relevant yet eternal, when it’s so
powerful that it goes beyond sight that’s the kind of image that’s worth a
million. And it only takes an instant to read.
How can your visualizations tell your storydoing?
What does  
Getty images Say

“
ERIC SCHMIDT.
We now generate as much information every
two days as was generated from the beginning
of time to 2003

PAM GROSSMAN
We’re fatigued by how digital life has become.
Our culture has become driven by
information overload, but our
senses still yearn to be stimulated.
What happens to meaning
in an age of digital excess?”
“

WHAT IS GREAT CONTENT?
Authenticity
Modulate
Senses
Real Beauty
Speed
Personal
1 2 3 4 5 6
customer obsessed
marketing agency

Why is it so important to be
authentic in telling your story,
or your product experience?

Why is it so important to be authentic
in telling your story, or your
product experience?
In the age of the selﬁe, people want something that speaks to
them personally. Images that come oﬀ as constructed, airbrushed,
or posed no longer resonate. People want the unpredictable, but
familiar at the same time. They want real, candid moments from
everyday life. Moments that speak to the human experience.

Never before has the human race been
better at spotting a fake. “The viewer’s eye
has become a lot more sophisticated,” and
what it wants above all is something real.
Getty Images Director of Visual Trends, Pam Grossman,

User generated content, UGC reveals real people and places,
meaning realmoments and emotions that establish a new kind of
heightened digital intimacy.
AUTHENTICITY

AUTHENCITY
94%
Articles that contain images get 94% more views than articles without

Users clicking on photos of  
real life people are twice as  
likely to convert to a sale.
Tangible proof that real rules according to the Wall Street
Journal, Olapic co-founder Jose de Cabo discovered that…
That’s something any marketer can get on board with.
2X

Modulate
Authenticity
Modulate
1 2

NIKE CASE

Modulate your story
ELITE  
ATHLETE
ELITE  
ATHLETE
ELITE  
ATHLETE
ELITE  
ATHLETE
ELITE  
ATHLETE
STORY
EVERY 
ATHLETE
EVERY 
ATHLETE
EVERY 
ATHLETE
EVERY 
ATHLETE

Senses
Authenticity
Modulate
Senses
1 2 3

Squarespace & Jeﬀ Bridges

83%
83% of human learning is visual
VISUAL

Real Beauty
Authenticity
Modulate
Senses
Real Beauty
1 2 3 4

OVERLOAD CAN  
OVERCOME BY
Real Beauty
Our culture has succumbed to information overload, but our
senses still yearn to be stimulated. What happens to real
meaning in an age of digital excess? Technology has
developed around us at such a break-neck pace that few
have had a chance to catch their breath.
We want what’s real or at least, what feels real.

OVERLOAD CAN  
OVERCOME BY
Real Beauty
The more senses a visual is able to engage, the more
attention it receives and the more information is
retained. Our minds are full of an endless visual library,
one that inﬂuences everything we see and how we see it.

Speed
Authenticity
Modulate
Senses
Real Beauty
Speed
1 2 3 4 5

Speed, agility and topicality will be key  
to overcoming info overload
OVERLOAD CAN  
OVERCOME BY
Speed, Agility, In The Moment

Own
in-the-moment
cultural insight
Operate in
perpetual
beta
FIVE CORE BEHAVIORS
Blend creativity
with speed and
precision
Treat
everything
as media
Add value
to the
conversation

Personal
Modulate Real Beauty Personal
1 2 3 4 5 6
Authenticity Senses Speed

Personal
Seeing a part of yourself or something familiar in
a visual is the ﬁrst step toward evoking emotion,
which is the ﬁrst drive of behavioral change.
OVERLOAD CAN  
OVERCOME BY

“
SHERYL SANDBERG.
You can’t be what you can’t see

WHAT CONTENT IS BEST?
Youtube Strategy For Brands: Hero, Hub Hygiene Explained

When I compared the top ﬁve brands on YouTube and Facebook, the
engagement was 20x greater in favor of YouTube. In order to help brands
capitalize on this massive engagement, YouTube has been educating
advertisers a new content strategy framework called "Hero, Hub, Hygiene"
WHAT CONTENT IS BEST?

THE HERO, HUB, HYGIENE
STRATEGY CHEAT SHEET
What content do you want to PUSH to a big, broad audience?
What would be your Super Bowl moment? A brand may have only a few hero
moments in a year, such as product launch events or industry tent-poles.
HERO CONTENT

The content do you develop on a regular basis to give a fresh
perspective on your target’s passion points. 
(Example: verticalized content about a product line.)
HUB CONTENT

What is your audience actively searching for regarding your brand or industry?
what can serve as your 365-day-relevant, always-on, programing? (Example:
product tutorials, how-to content, customer service, ext.)
HYGIENE CONTENT

CREATING YOUR YOUTUBE
CONTENT CALENDAR
HUB
HYGIENE
HERO
Large-scale, tent-pole events or
‘go-big’ moments designed to
raise broad awareness
Regularly scheduled ‘push’
content designed for your prime
prospect
Always on ‘pull’ content 
designed for your core target

IT’S NOT JUST ABOUT VIRAL VIDEOS -
CONSISTENT CONTENT IS KEY
HYGIENE
HERO
HUB
Act like an advertiser
Act like a Youtuber
Act “always on”

Search
Looking for answers  
to questions
Be the most compelling  
answer to the question
Hygiene Content
CREATE CONTENT BASED
ON USER BEHAVIOUR

Browse
Looking to be entertained 
ready to be distracted
Entertain and inspire through  
emotional storytelling
Hero Content
CREATE CONTENT BASED
ON USER BEHAVIOUR

ARE YOU AN INFLUENCER
Not an organization
Not Stakeholder
Management Not PR
1. It’s a Person
Research ﬁndings suggest
that more than 90% of all
consumers read online reviews
before they buy
4. To elicit action 
from others
By working with them you're
able to distribute your massage
the right way, at the right time,
and through them you will also
access the right people
2. Who expresses a
contextually relevant
message
They can help your brand to
build credibility by guiding you
to produce content that truly
meets the needs of your
consumers, because they are so
close to reality and people
3. That is  
meaningful enough
STEP
1

When would you need it
in your marketing plan
1
Brand Awareness
How might we increase
share of voice and boost
positive brand mentions?
Crisis Management
How might we reduce the
negative impact of a
communications crisis?
Product Launch
How might we generate
buzz and drive interest
for a new product?
Lead Generation
How might we follow
prospects and generate
high quality leads?
2
4 3
Product Launch
How might we generate
buzz and drive interest
for a new product?
Lead Generation
How might we follow  
prospects and generate
high quality leads?
Brand Awareness
How might we increase
share of voice and boost
positive brand mentions
Crisis Management
How might we reduce the
negative impact of a
communications crisis?
WHEN WOULD YOU NEED IT 
IN YOUR MARKETING PLAN?
STEP
2

STEP
3
SCRAPPING
THE CONVERSATION
UNTAPPED
SEGMENTS
INFLUENCER SELECTION
+

MY ONLINE
AUDIENCE
IS THE SIZE
OF TEXAS
MY OPINION
IS WORTH
MORE
THAN GOLD
IN MY SPACE
MY NAME
IS MY EQUITY
I FORM AND
COMMUNICATE
CREDIBLE
INSIGHTS
MY BELIEF
MAKES ME
MOVE
MOUNTAINS
I WROTE A
TEXTBOOK
ON MY
SUBJECT
I’M AN
RESPECTED
AUTHORITY
WITH AN
AGENDA
I STIR THE
POT AND
CREATE
HEALTHY
DEBATE
MY ONLINE
AUDIENCE
IS THE SIZE
OF TEXAS
I HAVE QUICK
SOLUTIONS
TO EVERYDAY
ISSUES
I LIKE TO
CONNECT
DOTS AND
CREATE
LINKS
1. CELEBRITY
6. ACTIVIST 7. EXPERT 8. INSIDER 9. AGIATOR 10. JOURNALIST 11.HOUSEHOLD HACKERS
2. AUTHORITY 3. CONNECTOR 5. ANALYST4. PERSONAL
SEGMENTATIONSTEP
4

REACH
AUDIENCE SIZE
RESONANCE
ENGAGEMENT POWER
RELEVANCE
CONTEXTUAL FIT
INFLUENCER IMPACTSTEP
5

A B
C D
STAR INFLUENCERS
ACTIVISTSNEGATIVES
INFLUENCERS
IMPACT  
(reach,  
resonance,  
relevance)
SENTIMENT
negativesneutralspositives
0 1 2 3 4 5 6 7 8 9 10
INFLUENCER MATRIXSTEP
6

YOUMEN PASSPORT
STEP
7

WHICH CONTENT DO YOU NEED?
BUYAWARENESS
virals
poll
A
B
contests
branded
stories
games
testimonials
community
forums reviews
infographics
articles
press
releases
how to
trend
report
white paper
case studies
ratings
eventsenews
demo videos
checklist
product
features
calculationswebinars
EN
TERTA
IN
CO
N
VIN
CE
ED
U
CATE
IN
SPIRE
STEP
8

INFLUENCER MESSAGE FRAMEWORK
STEP
9
INSIGHT
INSIGHT
INSIGHTINSIGH
PROOF
PROOF
PROOFPROOF
TO 
BRAND
OR NOT TO
BRAND
TIMING 
PRIORITY
COMPANY INSIGHTS REASON TO BELIEVE LOGO SIGNATURE

STEP
10
DISTRIBUTION
MESSAGES
MESSAGES
MESSAGES
MESSAGES
MESSAGES
MESSAGES
DIFFERENT  
INFLUENCERS
SEGMENTATION

ASK A WORKSHOP
+32 478 33 7000
carole.Lamarque@youmen.be
we sharpen
We implement new
trends relevant for
your growth.
we share
We help your teams get
stronger by transferring
knowledge and knowhow
we commit
We are committed to your
results, that's why we think and
strive like business owners.
customer obsessed
marketing agency

CONVERSION DAY :: Amplifying Storytelling with Influencer Marketing

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CONVERSION DAY :: Amplifying Storytelling with Influencer Marketing