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Storytelling vs. Creating Stories: How to Increase Reach and Engagement on Facebook

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#SMX presentation for discussing one avenue to increase Facebook reach and engagement.

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Storytelling vs. Creating Stories: How to Increase Reach and Engagement on Facebook

  1. 1. Storytelling vs. Creating Stories:How to Increase Reach and Engagement on Facebook Lisa Grimm | @lulugrimm Director, PR and Emerging Media at space150 | space150 @lulugrimm | @space150 | #smx #11A
  2. 2. Facebook is a TACTIC @lulugrimm | @space150 | #smx #11A
  3. 3. Facebook is a piece of a large digital andsocial ecosystem that enables brands toconnect consumers to their stories. As youshould in all you do, leverage Facebook totell your story with:• Purpose and Intent (strategy)• Seek to connect with the consumer, and• Create avenues (valuable content) for the the customer to participate in and influence your story in real time• In essence, be human! @lulugrimm | @space150 | #smx #11A
  4. 4. Industrial Era = Static Stories Key DisseminateAudience Media Content Messages Message • Content Static and/or • Product one-way • Customer Service communication Owned • Print • PR • Broadcast Paid Earned @lulugrimm | @space150 | #smx #11A
  5. 5. Digital Era = Dynamic Storytelling Key Disseminate Audience Media Content Messages Message • Content Dynamic • Product and/or two- • Customer service way and real- • Web time; your • Mobile currency and • Email opportunity • Employees Owned • Print/Broadcast • PR • Banners • Social • Social Ads • User-generated content Paid Earned • SEO/PPC • Direct to brand • Brand mentions (social @lulugrimm | @space150 | #smx #11A listening)
  6. 6. Story: a specific structure of narrative with aspecific style and set of characters and whichincludes a sense of completeness.Storytelling: A central, unique aspect ofstorytelling is its reliance on the audience todevelop specific visual imagery and detail tocomplete and co-create the story. Storytelling is aprocess, a medium forsharing, interpreting, offering the content andmeaning of a story to an audience.Source: National Storytelling Association @lulugrimm | @space150 | #smx #11A
  7. 7. Understand your story so you can start TELLING itThis Not thisWhy am I? What am I? Who am I?• What do we • Product/S • Brand believe? ervice @lulugrimm | @space150 | #smx #11A
  8. 8. • What do/don’t you stand for?Social Strategy • Why, what and who am I/are we? Goals • Reverse engineer,• Revisit Brand Identity place desired objectives; did outcome first you meet [Purpose/Mission] Objectives targets? • Increase reach• What • Growth qualitative Goals/ • Engagement learnings were Objectives/ Measurement there? Strategies/Tactics • Drive traffic to owned platformsOwned Strategies • Action plan to reach• Web objectives• Mobile Multi-channel Editorial Essence Tactics• Email • Content Execution +• Product Planning Content Strategy • PR/CommunicationEarned/Shared plan• PR • Campaigns • Brand style guide• Social • Content strategyPaid • Owned (branded content)• Print/Broadcast • Campaigns (campaign collateral)• Banners • UGC (how will UGC be leveraged?)• Social Ads • Curated (how can we organize content• SEO/PPC • Editorial calendar
  9. 9. How to start TELLING your story: CONTENT Brand Style Guide Content Themes + Execution Plan • Voice + Tone Strategy • Editorial Calendar • Creative • Owned Content • Asset • SEO • User-Generated Creation/Development • Brand guidelines Content (UGC) • Channel Deployment where applicable • Curation • Campaigns • Partnership content @lulugrimm | @space150 | #smx #11A
  10. 10. A component of a large ecosystem: CONTENT HUBBuild a strong contentfoundation on your ownedchannels so that you caneasily repurpose and/or Website Facebookcreate and share brandedcontent on Facebook. @lulugrimm | @space150 | #smx #11A
  11. 11. • Images with text overlayContent Categories • and link Video • Company/product news Branded • Behind-the-Scenes Content • Thought Leadership • Promotions/deals • Fan feedback, positive and negativeCuration (choosingcontent and organizing Align campaign goals andbased on subject/genre) Curated Content Facebook Campaigns content to Facebook in anis an amazing tactic for interactive waymany. Content productioncan be challenging, souse others’ content Define community engagement(always with proper strategyattribution) to involve User- Generated • Apply voice and tonethe broader community Content • Set community rules and expectations • Plan for how you may leverage user comments as both a way to recalibrate overall strategy, but to repurpose as content on Facebook
  12. 12. What makes a successful story on Facebook?Source: NPR “What makes a successful story successful story on Facebook” on All Facebook | Photo cred: Russ Gossett @lulugrimm | @space150 | #smx #11A
  13. 13. Brand example: Oreo @lulugrimm | @space150 | #smx #11A
  14. 14. • Daily Twist Oreo’s Approach • Recipes • Daily Twist • Cookie Art• Daily Twist Tumblr Pinterest• Facebook apps mostly mirror site • Daily Twist content idea• Fill in the generation Blank Facebook Twitter • Broadcast• UGC • Brand• Brand Website Integrations Integrations CONTENT: Moments Gallery | Birthdays | Games | Ambassadoreo | Daily Twist | Cookie Creations Oreo has a multichannel approach and execution: • Nabiso.com and Kraft.com are the hub of content; content is repurposed in social and drives to the site • Facebook applications are an extension of their .com apps and activity, with the exception of a few • This integrated campaign is rooted in Oreo’s centennial and celebrating the kid inside
  15. 15. The Foundation: Celebrating the kid insideIn addition to celebrating its 100th birthday, Oreo reinforces itsmission to make life a little less serious by celebrating the kidInside. This is present in every piece of content produced by Oreo. @lulugrimm | @space150 | #smx #11A
  16. 16. • Moments Gallery Share an OREO momentBrands.Nabisco.com/Oreo showing how you let your inner kid loose. • Birthday of the day • Lady Antebellum birthday notes • Oreo Arcade • Ambassadoreo • Daily Twist • Recipes @lulugrimm | @space150 | #smx #11A
  17. 17. Moments Gallery @lulugrimm | @space150 | #smx #11A
  18. 18. FacebookAs the world’s favorite cookie, Oreo has been part of memorable familymoments for 100 years @lulugrimm | @space150 | #smx #11A
  19. 19. FacebookContent Content @lulugrimm | @space150 | #smx #11A
  20. 20. Facebook AppsAll site content is hosted here with several Facebook native apps that arefocused on multicultural @lulugrimm | @space150 | #smx #11A
  21. 21. Daily Twist100-day campaign that leverages pop-culture, trends and UGC to inspire itscookie riff that is published and Nabisco.com and shared multi-channel(Twitter, Facebook, Pinterest and Tumblr). @lulugrimm | @space150 | #smx #11A
  22. 22. Facebook is a piece of a large digital andsocial ecosystem that enables brands toconnect consumers to their stories. As youshould in all you do, leverage Facebook totell your story with:• Purpose and Intent (strategy)• Seek to connect with the consumer, and• Create avenues (valuable content) for the the customer to participate in and influence your story in real time• In essence, be human! @lulugrimm | @space150 | #smx #11A
  23. 23. Bonus @lulugrimm | @space150 | #smx #11A

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