At this year's Social Media Summit conference I spoke about the need for companies to live their values through Social Media Content.

1. Social Storytelling
11-12 April 2017, Croke Park, Dublin

2. “Live the story you want to tell”
Social Content and Storytelling
Cian Corbett
Business Director, Radical

3. Point two: Keep it to one line!2
Point one: Keep it to one line!1
Point three: Keep it to one line!3
Key Points: Point 4

4. How can we make
people think we’re nice?

5. Or worse…

6. How can we trick people
into liking us?

7. This isn’t a new
phenomenon.

9. They’re Grrrrrrrreat!
There’s a reason why people buy…

10. Brand Archetypes
Explorer
Hero
Caregiver
Sage
Creator

11. Explorer
Brand behaviour serving as a catalyst for adventure

12. Hero
Vehicles to prove one's worth through courageous and difficult action,
exerting mastery in a way that improves the world.

13. Caregiver
Protect from harm and help others with compassion and generosity.

14. Sage
Enable the discovery of truth and use intelligence to understand the world.

15. Creator
Self-expression and help inspire the creator within us.

16. Brands “Live the story they want to tell”
….and they live this through Content

17. “Content marketing is the only marketing left”
- Seth Godin

18. Trust

19. 14%
Trust

20. Trust
“Millennials look for relationships that are
built around constant transparency. By
having an honest conversation with her,
she will view your brand as a trusted
source and will become a brand advocate,
providing recommendations and referrals
to friends and family.”
MediaPost.com, 2013

21. Trust
“75% of B2B buyers rely more heavily on
content to research and make purchasing
decisions than they did a year ago”
DemandGen, 2016

22. Noise and Clutter

23. Noise & Clutter
3,000 - 10,000

24. Noise & Clutter

25. The attention economy

26. Time-Starved
On-the-move
Value Exchange
Single-minded
Crave Connection
On-Demand
Impatient
The attention economy

27. Telling, not selling

28. The attention economy
“We need to stop interrupting what
people are interested in and be what people are
interested in”
- Craig Davis

29. Create value, not impressions

30. Sequential storytelling

31. Sequential storytelling

32. TITLE
TIMELINE
DISRUPTION TITLE
VISUAL
POSTS TITLE
OPTIMIS
ED BLOG TITLE
STORY
TELLING
GRAPHICS
TITLEVIDEO TITLE
DETAILED
THOUGHT
LEADERSHIP
Engage Educate
Link Embeds
& Engagement
Optimised
Articles
Social
Video
Cuts
Quotos &
Business
facts
Infographic
images
& GIFS
Reports &
Research
Findings
Sequential storytelling

33. Cater for the
consumption
environment

34. Consumer experience is everything
Especially when reviewing & approving video

35. Consumer experience is everything
81% of Ads play on Mute Unruly, 2016

36. Case studies

37. Aer Lingus
#Teachtabhaile

38. Aer Lingus: #Teachtabhaile

39. Insight 1
17.5% of native Irish born people currently live outside
of Ireland. We wanted to reach them with something
that emotionally resonates with them all…
#teachtabhaile
Aer Lingus: #Teachtabhaile

40. Insight 2
Almost half of Irish people living abroad don’t make it
home for Christmas every year.
The campaign insight centered around this statistic
and how whilst technology helps to bring people closer,
it just isn’t the same as flying home.
Aer Lingus: #Teachtabhaile

41. Aer Lingus: #Teachtabhaile
How do we want the audience to feel?
Communicate the extraordinary place Aer Lingus
holds in reuniting people over the last 80 years.
Place Aer Lingus as first preference for Irish
emigrants flying home to Ireland – and flying with
Aer Lingus as central to their experience of
‘coming home’.

42. Aer Lingus: #Teachtabhaile
Results
1,930,262 video views in Ireland, US, Canada &
Australia
Research Findings:
72% of those surveyed believed they saw it on TV
80% said this content showed Aer Lingus cared
about Irish people

43. Toyota
#Whatdrivesyou

44. Toyota: #Whatdrivesyou

45. Toyota: #Whatdrivesyou
Insight 1
Customers have hopes and dreams that they
aspire to and brands can enable these.

46. Toyota: #Whatdrivesyou
Insight 2
Fans want to see a glimpse of the real person
behind the legends

47. Toyota: #Whatdrivesyou
How do we want the audience to feel?
Inspired, Proud and Emotional.
Toyota understands my ambitions.
Toyota understand Irish ambitions.

48. Toyota: #Whatdrivesyou
Results
1.2 million views
5.4 million impressions
2.6% Engagement rate

49. Spar
#Underthetree

50. Spar: Twitter Tree

51. Spar: Twitter Tree
Insight
Customers can trust a brand who contributes to
the greater good

52. Spar: Twitter Tree
How do we want the audience to feel?
Ownership over a CSR initiative
Collaborative with the brand

53. Spar Twitter Tree
Results
8,000 Tweets
1 million impressions
1,700 Mentions
Most Social Conversation over Christmas
Ranked highly in B&A Research

54. AIB
360 fan experience

56. AIB: 360 fan experience

57. AIB: 360 fan experience
Insight
GAA fans don’t see the difference between
sponsors while everyone engages them we will
immerse them.

58. AIB: 360 fan experience
How do we want the audience to feel?
Proud
Energised
Emotional
Involved - fan first content
Respect for the County Championships

59. AIB: 360 fan experience
Results
Reached 81.5% of all GAA fans in Ireland
556,K views in campaign
184,856 minutes viewed by fans in 80 countries

60. Relationships with
brands aren’t new.

61. How we express these
relationships is evolving.

62. Connection
Consistency
Transparency

63. If you want to tell a story
then live it through
content.