social media presentation

Socail Channels:
Telling a Story

Elevating The Conversation Page 1
©WEBER SHANDWICK 2012 All rights reserved

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 Sernovitz
Author 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


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


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


INSPIRE STORIES Larry Henry
Eric Jude
Cortes
Views the Explores Army
Army 10th Medical Reserve Pre-
Bloggers Attend
Anniversary Student Deployment
BlogWorld & New
NHRA Race Engages in Training
Media Expo
American
College of
Surgeons Foodie Matt
Clinical Armendariz
Congress Heats Up
Social Media
at the
Army’s
Culinary Arts
Competition
Lee Odden
Jumps in
to Social
Media with
the Army David
Golden Banks Gets
Knights Wired in a
Combat
Situations
Unit

Medgadget
Tours
Brooke @CK_Lunchbox Goes to
Army Medical Airborne School
Center Military Spouse
Blogger
Greta Perry @bookieboo
Visits the Does Basic
Army Training at
Commander’s Fort Benning
Conference


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

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 activation with the WORLD CLASS
ATHLETE PROGRAM
Traditional 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 Retweets
170+ Facebook Shares


Events
Army Strong Network also Inspire
leverages Army events, activities Stories
and ceremonies. Army Strong
Network creates pre, during and Media
post-event conversations across ASN Video Outreach
Army-owned channels and external Creation (DVIDS,
media properties. Army.mil)
Event
Activation

Army Strong OCPA &
Stories Video AMRG Social
Collection Media
Channels


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

Distributing the story Once the story is
Developing the story shared, we want
through all relevant
by using the tools, people to talk about it
channels, for
knowledge, assets with each other and
example (news
and resources the continue to share it,
release, whitepaper,
Army has available anywhere and at any
etc.)
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


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

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

Customers earn badges based on
behaviors, and badges unlock
tangible rewards like early access to
products and special discounts.


title

Best Platforms of 2012


Users can “Follow” other pinners to see
Pinterest their pins:
• Pins can be “repinned” to one’s own
“Pinterest is the intersection of boards
• It is not necessary to follow all of a
style and social.” pinner’s pins –
-Michelle Casper, Lands’ End PR Director one can follow a single “board”

103

217


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


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:


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 directly
with the fashion guru
• Fashion anything: gifs,
celebrity sitings, paintings,
events and more.


Nicole Lemmer
Weber Shandwick
nlemmer@webershandwick.com


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