JCC of America Presentation by Ken DeGilio Brand Journalism.key
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JCC of America Presentation by Ken DeGilio, CEO, LaunchMob Media, Brand Journalism.key
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JCC of America Presentation by Ken DeGilio Brand Journalism.key
- 1. Brand Journalism The New Conversation Economy This presentation was presented at: By Ken DeGilio, CEO, LaunchMob Media
- 12. What is Brand Journalism?
- 13. Storytelling 2.0 ๏ Brand Attributes ๏ Brand Voice ๏ Brand Story ๏ Brand Equity
- 17. Why Do We Need To Tell Our Story?
- 19. “When you tell a story about an apparently trivial incident, it exposes the entire fabric of your character.” Stephen Denning, The Leader’s Guide to Storytelling
- 20. Developing Your Story Tell the right story... Tell the story right!
- 21. Developing Your Story What’s your style? • Tell the right story • Tell the story right • Use Narrative Patterns
- 22. Developing Your Story Sparking Action Communicating Who You Are Transmitting Values Communicating the Brand Fostering Collaboration Taming the Grapevine Sharing Knowledge Leading People into the Future
- 23. ๏ Brand Stories provide a way for organizations to tell their customers and employees who they are, create brand experiences, and encourage others to take action. ๏ Companies use a variety of ways to communicate their brand story to their customers. ๏ Brand stories create a shortcut for the customer to become connected with the brand. Brand Stories
- 24. Brand Story Examples ๏ Employee Focus ๏ Customer Focus ๏ Product/Advertising Focus ๏ Cause-related Focus ๏ Interactive Media
- 25. Brand Stories Employee Focus • How did we get here? Example: Sir Richard Branson CEO Interview • Gives a glimpse of the employee at work Example: Fueled by Ramen • How employees reflect the brand itself Example: PIXAR, IKEA • Real-life story of how employee saved the day Example: FEDEX Employee to the Rescue Mirroring the Brand Hard Work Pays Off
- 27. Brand Stories Customer Focus • Demonstrates customer success stories Example: Apple Shake • Uses traditional customer testimonials • Takes the reader to a new experience Examples: Sheraton, Jones Soda • Shows the customer’s viewpoint Example: Wii Success Stories Experiences Point ofView Testimonials
- 29. Brand Stories Product/Ad Focus • Tells its unique brand story Examples: American Express, GEICO • Uses a fable or story to define the brand Example: Ariel Investments • Creates memorable ads to tell a story Example: Mac vs. PC and I’m a PC Ad Stories Once Upon a Time Memorable Ads
- 32. Brand Stories Cause-related • Tells the story of community Examples: Paul Mitchell, Kenneth Cole,Target • Uses “green” to paint the picture Examples: Clorox, Toyota • Shows its values based on a closely related charity Examples: Silk Soy Milk, Vitamin Water Community Going Green Giving Back
- 35. A Brand Story... • Needs to build the brand • Brings to life what is unique about the brand • Creates a stronger connection with the customer and the brand • Identifies the brand promise • Builds a consistent message with the brand identity • Reflects a strong archetype
- 38. How Do We Know Our Audience?
- 40. Creating Your Buyer Persona Know Your Audience • Do your research • Define a specific “person” • Demographics • Psychographics • Lifestyle • Create a narrative • Everyone on same page
- 43. 4 Main Categories 12 Archetypes
- 47. The New Media Tools to tell your story... • Facebook • Twitter • YouTube • Instagram • Pinterest • G+ Hangouts
- 48. Content Marketing 4 Tactics You Can Do Right Now... • Know Your Audience • Develop your Editorial Calendar • Assign a Chief Content Officer • Create Quality Content • Become Purpose Driven
- 49. Become a Better Writer! • Talk to One Person • Write Great Headlines • Start Strong • Inject Personality • Embrace Brevity • Don’t Ask for Permission
- 50. Digital Media Tips • Social • Video • Photography • Copy
- 51. AIDAS
- 53. Q&A Thank you!
- 55. Have a great conference and enjoy Orlando! Thank you! Orlando Ken