Brand Publishing For The News Feed

@Marctothec@Marctothec
PUBLISHING
STORIES FOR THE NEWS FEED

@Marctothec
TODAY’S OBJECTIVE:
EXPLORE PUBLISHING OPPORTUNITIES FOR BRAND STORYTELLERS
LEARNING OUTCOMES:
DEVELOP CONTENT MEANT TO LIVE THROUGH THE NEWS FEED

@Marctothec
TODAY’S AGENDA:
1. STORIES - THE POWER OF STORYTELLING
2. PUBLISHING - BRAND STORYTELLING FOR THE ‘NEWS FEED’
3. ENGAGEMENT - LEVERAGING THE RIPPLE EFFECT OF SOCIAL
4. OPTIMIZATION - BUILD TO SHARE

@Marctothec
STORIES
THE POWER OF STORYTELLING

@Marctothec
PEOPLE LOVE STORIES.

@Marctothec
STORIES THAT SHOCK US STORIES THAT INSPIRE US STORIES THAT TOUCH US
STORIES THAT MAKE US LAUGH STORIES THAT MAKE US CRY STORIES THAT MAKE US ANGRY

@Marctothec20
[Stories] are important cognitive events, for
they encapsulate, into one compact package,
information, knowledge, context, and emotion”
- Daniel Pink, “A Whole New Mind”
“
“

@Marctothec
WE THINK IN NARRATIVES ALL DAY LONG,
NO MATTER IF IT IS ABOUT BUYING
GROCERIES. WE MAKE UP (SHORT)
STORIES IN OUR HEADS FOR EVERY
ACTION AND CONVERSATION.

@Marctothec
AND SHARE STORIES FOR
GENERATIONS AND GENERATIONS

@Marctothec
FOLKLORE URBAN LEGENDS GOSSIP

@Marctothec
KNOWLEDGE THAT IS DISSEMINATED
LARGELY THROUGH ORAL COMMUNICATION
AND IS CENTRAL TO THE IDENTITY, BELIEFS,
AND TRADITIONS TO A GROUP OF PEOPLE

@Marctothec
HOW TO DEAL WITH
DIFFICULT SITUATIONS
[FOLKLORE]

@Marctothec
URBAN LEGENDS GOSSIPFOLKLORE

@Marctothec
PLOTS THAT OFTEN REVOLVE AROUND
ANXIETIES SURROUNDING MODERN
BEHAVIOR (HITCH-HIKING, SEX, DRUGS) OR
INVENTIONS (CARS, PHONES, MICROWAVE)

@Marctothec
WHAT NOT TO DO
[URBAN LEGENDS]

@Marctothec
WHO’S DOING WHAT WITH WHOM?
IS IT A GOOD THING OR BAD THING?
WHO’S IN AND WHO’S OUT?
[GOSSIP]

@Marctothec
Personal stories and gossip make up
65% of our conversations.”
- Jeremy Hsu, Popular Science
“
“

@Marctothec
TYPICALLY SHARED WITHIN
THE SAME NETWORK

@Marctothec
WHAT HAVE WE DISCOVERED?

@Marctothec
THEY ALL CENTER
AROUND PEOPLE

@Marctothec
STORYTELLING BECOMES AN
ACT OF COMMUNITY, SHARING
VALUES, AND KNOWLEDGE.

@Marctothec
THEY STRENGTHEN THE NETWORK.
CEMENTING SHARED BELIEFS, UNSPOKEN RULES, AND THINGS THAT ARE NOT “OK”

@Marctothec
Train up a child in the way he
should go: and when he is old, he
will not depart from it.
- Proverbs 22:6
“
“

@Marctothec
HERE’S THE KICKER…

@Marctothec
WE’RE WIRED FOR IT.

@Marctothec
EXPERIMENTAL STUDY OF APPARENT BEHAVIOR
Fritz Heider & Marianne Simmel, Massachusetts College, 1944
JOURNAL OF PSYCHOLOGY, 57, 243-259

@Marctothec61
All but one came up with elaborate narratives
to explain what the movements were about.
Instead of registering inanimate shapes, they
imagined humans with vivid inner lives.
- Heider & Simmel
“
“

@Marctothec
WE SEE IN STORIES.

@Marctothec
OFTEN TIMES, WE SEE
OURSELVES IN STORIES.

@Marctothec
THE BRAIN HAS AN IMPULSE TO
DETECT STORY PATTERNS EVEN
WHEN THEY’RE NOT THERE.

@Marctothec
WHICH MAKES STORIES A GREAT
VEHICLE TO EXPRESS A MESSAGE

@Marctothec
PUBLISHING
BRAND STORYTELLING FOR THE ‘NEWS FEED’

@Marctothec
WHEN IT COMES TO STORIES,
NEWSPAPER PUBLISHERS
WROTE THE BOOK.

@Marctothec
THEIR ENTIRE BUSINESS
IS BUILT ON STORIES.

@Marctothec
THE WAY WE THINK ABOUT
TRADITIONAL PUBLISHING,
SO IS THE SAME FOR
SOCIAL PUBLISHING

@Marctothec
AND IT LANDS IN OUR
TIMELINES AND NEWS FEEDS.

@Marctothec
CONTRIBUTING TO OUR OWN,
PERSONALIZED ‘FRONT PAGE.’

@Marctothec
FLAT IMAGE AUDIO
GIFS VIDEOS
COPY
IN MULTIPLE SHAPES AND SIZES
FLAT IMAGES, GIF, VIDEOS, AND AUDIO

@Marctothec
OFTEN TIMES, DESIGNED TO
STOP THE THUMB.

@Marctothec
BRAND’S COMPETITION IS MORE THAN JUST OTHER BRANDS
THEY ARE ALSO COMPETING WITH PEOPLE’S FRIENDS, FAMILY, AND PASSIONS

@Marctothec
NO DOUBT, PROGRAMMING
FOR THE NEWS FEED IS
SUPER IMPORTANT.

@Marctothec
WE SPEND MOST OF OUR
TIME IN THE NEWS FEED.

@Marctothec
WE DON’T COME TO YOU,
BRANDS COME TO US.

@Marctothec
ESPECIALLY FOR PLATFORMS WITH
“LESS DYNAMIC” NEWS FEEDS.

@Marctothec
WHICH NEWS FEED IS THE MOST DYNAMIC?
RANK THEM BASED ON SPEED.
A B C D E F

@Marctothec
KEEPING UP CAN
BE A CHALLENGE.

@Marctothec
TO DO THIS EFFICIENTLY, WE
CREATE FRANCHISES.

@Marctothec
SCALABLE CONTENT SERIES WITH A REPEATABLE DEVICE
AS SEEN IN MAGAZINES
FRANCHISE
‘Who wore it best?’ ‘So hot, everyone’s wearing it!’
‘The Look for less’
PUBLISHER

@Marctothec
AS SEEN IN LATE NIGHT SHOWS
FRANCHISE
‘History of Rap’ ‘Epic Lip Sync Battle’
‘Thank You Notes’
PUBLISHER

@Marctothec
AS SEEN IN CELEBRITY NEWS SHOWS
FRANCHISE
‘Guess Me From Behind’ ‘Bitch Stole My Look’
‘Fashole Of The Week’
PUBLISHER

@Marctothec
AS SEEN IN BRANDS LIKE GREY POUPON

@Marctothec
AS SEEN IN BRANDS LIKE AT&T
5
apps
ss

@Marctothec
AS SEEN IN BRANDS LIKE BUD LIGHT

@Marctothec
AS SEEN IN CAPTAIN MORGAN

@Marctothec
AS SEEN IN BRANDS LIKE STATE FARM

@Marctothec
FOR BRANDS, FRANCHISES BECOME ESSENTIAL FOR PUBLISHING
GOTO DEVICES THAT DELIVER ON THE BRAND’S CONVICTIONS
Good stories from good times Neighborly assistance Fun with phones
Facebook
NotificationsYouWish
YouHad
Yougetnotificationswhensomeonetext
messagesyou,challengesyoutoamobilegame,
ortagsyouinaphoto.Butwouldn’titbegreatif
youcouldbenotifiedwhenyouhaverealneed
forit?Likewhensomeoneisabouttouseabad
Tastes of sophistication Go on an adventure

@Marctothec
LET’S MAKE SOME FRANCHISES

@Marctothec
1. PAIR UP
2. PICK A BRAND
3. WHAT DO WE WANT TO SAY?
4. HOW WOULD YOUR BRAND SAY IT?
5. CREATE THE DEVICE
LET’S MAKE SOME CONTENT FRANCHISES

@Marctothec
PROGRAMMED FOR THE
NEWS FEED IS KEY.

@Marctothec
ENGAGEMENT
LEVERAGING THE “RIPPLE EFFECT” OF SOCIAL

@Marctothec
THIS, TOO, COMES IN MULTIPLE SHAPES AND SIZES
EACH CONSIDERED A FORM OF VISIBLE ‘ENGAGEMENT’

@Marctothec
TAKE OFF YOUR SHOES

@Marctothec
Stanley Milgrams, ‘Social Proof.’

@Marctothec
One Person = 20%
At Least Five People = 80%

@Marctothec
INDEED, PEOPLE’S ACTIONS CERTAINLY DO
HAVE AN INFLUENCE ON WHAT WE DO.

@Marctothec
BUT NOT ALL ACTIONS ARE MADE EQUAL
BECAUSE THEY DON’T ALL CREATE STORIES AND, THEREFORE, DON’T FULLY LEVERAGE THE POWER OF SOCIAL

@Marctothec
‘SHARES’ MATTER MOST
AS THEY TAP INTO THE RIPPLE EFFECT OF SOCIAL

@Marctothec
THIS RIPPLE EFFECT IS COLLOQUIALLY REFERRED TO AS ‘VIRALITY’
WHICH ESSENTIALLY IS THE SPREAD OF A STORY/IDEA/CONTENT/MESSAGE FROM ONE PERSON TO THE NEXT

@Marctothec
BRANDS ADVERTISING TARGET AUDIENCE
CHECK
US
OUT
ENGAGE
NETWORK
SHARE
THIS IS WHAT MAKES ‘SOCIAL MARKETING’ SO UNIQUE
STORIES ARE PROPAGATED BY CREDENCE WHICH FUELS THE RIPPLE EFFECT

@Marctothec
Online
banner ads
33%
Online video
ads
36% Ads on
social networks
36%
Ads served
in search engine
results
40%
TV program
product
placements
40%
Before
Movie
Ads
41%
Radio
Ads
42%
Newspaper
Ads
46%
Billboards &
outdoor Ads
47%
TV
Ads
47%
Magazine
Ads
47%
Branded
websites
58%
Editorial
Content
58%
Consumer
opinions
posted online
70%
Recommendations
from people I know
92%
Display
ads on mobile
devices
33%
Emails I
signed up for
50% Brand
Sponsorships
47%
Source: Neilsen: Consumer Trust in Online, Social
and Mobile Advertising Grows - htt;p://ctap.it/peerinfluencer4
CONSIDERING WE RELY ON PEOPLE SO HEAVILY
‘SHARES’ BECOME SUPER COMPILING

@Marctothec
PERHAPS EVEN THE MOST POWERFUL ACTION IN SOCIAL
BECAUSE IT LEVERAGES THE RIPPLE EFFECT UNLIKE ANY OTHER SOCIAL ACTION

@Marctothec
WHAT I SHARE: WHAT I’M SAYING
He loves his wife.
He’s
handsome
He teaches
He goes to
cool events
He’s really
into his
daughter
He’s a music-
head
He works in
advertising
He has good
taste
WHAT I SHARE HELPS ME SAY SOMETHING ABOUT MYSELF
EACH NOD HELPS TO SHAPE MY IDENTITY

@Marctothec
THEY’RE ALL INVITATIONS.

@Marctothec
AND THESE INVITATIONS HAVE A MASSIVE IMPACT ON BEHAVIOR
AS WELL AS BUSINESS OBJECTIVES

@Marctothec
OPTIMIZATION
BUILDING STORIES AND EXPERIENCES THAT ARE BUILT TO SHARE

@Marctothec
HOW MIGHT YOU OPTIMIZE YOUR FRANCHISES?
SO THAT THEY ARE BEST DESIGNED FOR THE NEWS FEED

@Marctothec
1. PAIR UP
2. PICK A BRAND
3. WHAT DO WE WANT TO SAY?
4. HOW WOULD YOUR BRAND SAY IT?
5. CREATE THE DEVICE
6. INTEGRATE THE SOCIAL ENGINEERING PILLARS
LET’S MAKE SOME CONTENT FRANCHISES

@Marctothec
SOCIAL ENGINEERING PILLARS:
1. GIVE PEOPLE A REASON TO TELL A STORY
2. HELP PEOPLE STRENGTHEN RELATIONSHIPS WITH PEOPLE THEY KNOW
3. CREATE OPPORTUNITY FOR PEOPLE TO CONNECT WITH NEW PEOPLE

@Marctothec
1. GIVE PEOPLE A REASON TO TELL A STORY
MAKE THE CONTENT BUILT TO SHARE

@Marctothec
GOOD STORIES BEGET
GOOD STORIES

@Marctothec
2. HELP PEOPLE STRENGTHEN CURRENT RELATIONSHIPS
BY CREATING EXPERIENCES THAT BRING THEM CLOSER TO THEIR PEOPLE

@Marctothec
3. CREATE OPPORTUNITY TO CONNECT WITH NEW PEOPLE
THOSE WHO, THOUGH UNBEKNOWNST, SUBSCRIBE TO THE SAME NETWORK

@Marctothec
WHAT’S THE TAKEAWAY HERE?

Brand Publishing For The News Feed

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