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How to Create & Promote Epic Brand Stories

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How to Create & Promote Epic Brand Stories by Casey Markee

Publicada em: Marketing
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How to Create & Promote Epic Brand Stories

  1. 1. @MediaWyse #StateofSearch Mastering Storytelling Lisa Gerber Big Leap Creative @lisagerber Casey Markee Founder, Media Wyse @MediaWyse
  2. 2. @MediaWyse #StateofSearch
  3. 3. @MediaWyse #StateofSearch “People buy brands, products, and services because they LOVE their stories. People buy stories more than anything else. Business is ALL Storytelling!”
  4. 4. @MediaWyse #StateofSearch Storytelling…with Croissants?
  5. 5. @MediaWyse #StateofSearch Case Study: Lune Patisserie Melbourne, AUS.
  6. 6. @MediaWyse #StateofSearch Case Study: Lune Patisserie Melbourne, AUS. Would you wait 45 minutes in line for a Croissant?
  7. 7. @MediaWyse #StateofSearch
  8. 8. @MediaWyse #StateofSearch Branding as “Storytelling”
  9. 9. @MediaWyse #StateofSearch Branding as “Storytelling”
  10. 10. @MediaWyse #StateofSearch The Owner is an ACTUAL Rocket Scientist! Kate Reid, the founder, studied aerospace engineering and spent several years working for a Formula One racing team before apprenticing at the famed Paris boulangerie Du Pain et des Idees.
  11. 11. @MediaWyse #StateofSearch Good Story Right? But what Keeps People Coming Back?
  12. 12. @MediaWyse #StateofSearch
  13. 13. @MediaWyse #StateofSearch
  14. 14. @MediaWyse #StateofSearch Storytelling 101 for Brands
  15. 15. @MediaWyse #StateofSearch The Science of Storytelling 100,500 Digital Words are Consumed by the Average American every day!
  16. 16. @MediaWyse #StateofSearch The Science of Storytelling 92% of Consumers want Brands to Create Experiences that Tell Stories
  17. 17. @MediaWyse #StateofSearch The Science of Storytelling Our Brains Process Images 60X Faster than Words. Stories need to be Visual!
  18. 18. @MediaWyse #StateofSearch The Science of Storytelling The BEST Brand Storytelling Follows a Classic Approach! HERO – CONFLICT - RESOLUTION
  19. 19. @MediaWyse #StateofSearch The Science of Storytelling Example of this in Action: Dollar Shave Club
  20. 20. @MediaWyse #StateofSearch The Science of Storytelling Example of this in Action: Dollar Shave Club Hero: Mike says “Our Blades are F**king Great!”
  21. 21. @MediaWyse #StateofSearch The Science of Storytelling Example of this in Action: Dollar Shave Club Conflict: Blades are Too Expensive & Complicated
  22. 22. @MediaWyse #StateofSearch The Science of Storytelling Example of this in Action: Dollar Shave Club Resolution: The “Party is On” at DSC and You are Invited!
  23. 23. @MediaWyse #StateofSearch The Science of Storytelling Or you can use the 5-Step Brand Story Approach! WHO WHY WHATHOW WHERE
  24. 24. @MediaWyse #StateofSearch The Science of Storytelling Or you can use the 5-Step Brand Story Approach! WHO WHY WHATHOW WHERE
  25. 25. @MediaWyse #StateofSearch The Science of Storytelling Or you can use the 5-Step Brand Story Approach! WHO WHY WHATHOW WHERE
  26. 26. @MediaWyse #StateofSearch The Science of Storytelling Or you can use the 5-Step Brand Story Approach! WHO WHY WHATHOW WHERE
  27. 27. @MediaWyse #StateofSearch The Science of Storytelling Or you can use the 5-Step Brand Story Approach! WHO WHY WHATHOW WHERE
  28. 28. @MediaWyse #StateofSearch The Science of Storytelling Or you can use the 5-Step Brand Story Approach! WHO WHY WHATHOW WHERE
  29. 29. @MediaWyse #StateofSearch The Science of Storytelling Example of this in Action: Dollar Shave Club
  30. 30. @MediaWyse #StateofSearch How to Find Your Story
  31. 31. @MediaWyse #StateofSearch Understand your Brand Story Archetype There are 12 Identifiable Archetypes for Brands
  32. 32. @MediaWyse #StateofSearch Understand your Brand Story Archetype The Entirety of the Brand Landscape can be Cataloged bit.ly/brand-archetypes-101
  33. 33. @MediaWyse #StateofSearch Understand your Brand Story Archetype Take the Free Quiz from KayePutnam.com http://kayeputnam.com/brandality-quiz/
  34. 34. @MediaWyse #StateofSearch Invest in Persona Marketing Identify your Customers and Target with Multiple Stories
  35. 35. @MediaWyse #StateofSearch Invest in Persona Marketing Persona Marketing with a Tool…and it’s Free! http://www.makemypersona.com/
  36. 36. @MediaWyse #StateofSearch Invest in Persona Marketing Persona Marketing with a Tool…and it’s Free! https://xtensio.com/user-persona/
  37. 37. @MediaWyse #StateofSearch Invest in Persona Marketing For more In-Depth Persona Marketing Know-How… http://bit.ly/ipullrank-personas
  38. 38. @MediaWyse #StateofSearch How to Artificially “Jumpstart” your Story
  39. 39. @MediaWyse #StateofSearch Strategy #1 – Give it a PR “Push”
  40. 40. @MediaWyse #StateofSearch Strategy #2 – Connect with Influencers
  41. 41. @MediaWyse #StateofSearch Strategy #2 – Connect with Influencers BuzzSumo.com Find Key Influencers via Keyword OR find Who Shared Content Pieces!
  42. 42. @MediaWyse #StateofSearch Strategy #2 – Connect with Influencers - Little Bird - http://www.getlittlebird.com/
  43. 43. @MediaWyse #StateofSearch Strategy #2 – Connect with Influencers Little Bird
  44. 44. @MediaWyse #StateofSearch Strategy #2 – Connect with Influencers FollowerWonk.com Sort your Followers by “Authority” then reach-out via DM & @replies
  45. 45. @MediaWyse #StateofSearch https://www.linkedin.com/pulse/discover Strategy #2 – Connect w/ Influencers Linkedin.com
  46. 46. @MediaWyse #StateofSearch Pro Tip: You can DM any member of a Group! Strategy #2 – Connect w/ Influencers Linkedin.com
  47. 47. @MediaWyse #StateofSearch Strategy #2 – Connect w/ Influencers Linkedin.com Pro Tip: You can DM any member of a Group!
  48. 48. @MediaWyse #StateofSearch Strategy #3 – Email Hunter Reach-out to Influencers via Email https://hunter.io/
  49. 49. @MediaWyse #StateofSearch Strategy #4 – Guest Blogging ….But HIGH-QUALITY
  50. 50. @MediaWyse #StateofSearch Strategy #4 – Guest Blogging Use Google Search Operators: Keyword/yourCompetitorName + “guest blog” Keyword/yourCompetitorName + “guest blogger” Keyword/yourCompetitorName + “guest Column” Keyword/yourCompetitorName + “guest article” Keyword/yourCompetitorName + guest post Keyword/yourCompetitorName + guest author Keyword/yourCompetitorName + “write for us” Keyword/yourCompetitorName + “write for me” Keyword/yourCompetitorName + “become a contributor” Keyword/yourCompetitorName + “contribute to this site” Keyword/yourCompetitorName + inurl:category/guest Keyword/yourCompetitorName + inurl:contributors Keyword/yourCompetitorName + “guest blog” + inanchor:contact Keyword/yourCompetitorName + “guest blogger” + inanchor:contact Keyword/yourCompetitorName + “guest Column” + inanchor:contact Keyword/yourCompetitorName + “guest article” + inanchor:contact Keyword/yourCompetitorName + “write for us” + inanchor:contact Keyword/yourCompetitorName + “write for me” + inanchor:contact Keyword/yourCompetitorName + “become a contributor” + inanchor:contact Keyword/yourCompetitorName + “contribute to this site” + inanchor:contact
  51. 51. @MediaWyse #StateofSearch Strategy #4 – Guest Blogging Good Outreach Example:
  52. 52. @MediaWyse #StateofSearch Strategy #4 – Guest Blogging BAD Outreach Example:
  53. 53. @MediaWyse #StateofSearch Strategy #3 – Guest Blogging Boomerang that Baby! http://www.boomeranggmail.com/
  54. 54. @MediaWyse #StateofSearch Strategy #5 – Encourage Customer Storytelling
  55. 55. @MediaWyse #StateofSearch An Epic Story is NOT Necessary for Success ….but it Certainly Helps!
  56. 56. @MediaWyse #StateofSearch Thank You!
  57. 57. @MediaWyse #StateofSearch Casey Markee Founder, Media Wyse www.MediaWyse.com casey@mediawyse.com @mediawyse Become a Fan on Facebook: https://www.facebook.com/MediaWyse Follow Casey on Twitter: https://Twitter.com/MediaWyse Connect with Casey on Linkedin: https://www.linkedin/com/in/caseymarkee Follow Casey on SlideShare: http://www.slideshare.net/CaseyMarkeeMBA

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