2. This is Brandon.
He lost his job after the market crashed in 2009.
Determined not to let his unemployment status crush him, he shifted focus to his passion as
an amateur photographer.
With an idea, and a lot of extra time on his hands he created a new goal for himself, to
photograph 10,000 New Yorkers.
But something interesting happened along the way and Brandon began interviewing his
subjects in addition to photographing them. Alongside their portraits, he would share quotes
and short stories when posting online.
In less than 2 years Brandon’s idea attracted the interest of thousands and his photograph’s
soon turned into a book, that quickly made the #1 spot on the new York times best selling list
and resulted in one of the largest communities on Facebook.
His creation…

4. Humans of New York.
If you haven’t heard of his page, a quick review will unearth why he was able to
create such incredible success.
See, Brandon has mastered the art of connecting humans with each other, and
that’s all we really want, to connect with one another. That is why we love the idea
of social media so much.
But sometimes we forget what that looks like when we try to use social media as a
business.
So how do we connect a product or service on a human level?
By telling our story in a way that relates to your customers needs.

6. When visitors interact with Brandon's Brand, without fail, his touchpoints are
consistent. Visitors trust to see individual candid shots of New York residents
accompanied by a snippet of insight into the lives of complete strangers, during every
visit.
That comforts visitors, and builds trust.
Brandon’s story is an incredible example of what can happen when idea is backed by
consistency.
From a technical marketing perspective, that starts with a branding kit.
On the following slides you will see how branding kits are able to set up the
foundations of storytelling in order to allow the message to come through.
The truth is, when visual inconsistencies occur it creates confusion among visitors and
they end up spending what little time you have their attention trying to figure out who
you are, before they can even hear what you have to say.

9. The first step to creating content is to identify the important days
happening in your business and around your community and the
word to find common ground with customers.
This allows visitors to get a sense that you know what is going on in
the world, and by that you are able to touch on things that are
important to them.
I physically print out a calendar a few weeks before every month and
complete a months worth of content before the next month begins.

10. 1. Identify Important Days
2. Identify Holidays
3. Identify Cultural Expectations
Wine down
Wednesday
Dinner &
A Movie
Trick or Treat
National
Take your
Parents to
lunch day
Step 1.

11. The next slide represents the amount of days left to
fill up with content and the ration to use to
complete the content creation process.

12. Following the 70/20/10 Rule,
we still have 27 more days of content to fill.
19 Posts (70%) should be branded storytelling
5 Posts (20%) should be industry related shares
3 Posts (10%) should be a sales pitch
Step 2.

13. Tell a Consistent Story.
19 Posts (70%) should be
branded storytelling.
Step 3.

14. Connect With Your Industry.
5 Posts (20%) should be industry
related shares
Step 4.

15. Knowing How To Sell.
3 Posts (10%) should
be a sales pitch
Step 5.

16. Creating Visuals.
Step 6.
StillDigitalDesignsinCanvaCreateVideoinMagisto

17. Schedule &
Upload Posts
Using tools like
Agorapulse
Step 7.

18. Before.
After.
Make Sense of your Page &
Complete the Setup Process.
Step 8.

19. 1. Consider teaching visitors something new everyday.
2. Keep an eye on what the rest of the world is doing
3. Check BuzzSumo.com for trending articles
4. Set up Google Alerts to monitory key content.
5. Monitor trending questions on sites like Quora.com
6 Follow local and industry related hashtags
to get a hold of
the Conversation.
TIPS