Leveraging Events and Building Engagement Through Storytelling
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Breakout session presented by Sam Churich and Anita Fitzhugh
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Leveraging Events and Building Engagement Through Storytelling
- 1. Leveraging Events and Building Engagement Through Storytelling Anita Fitzhugh, Senior Communications Specialist Sam Churich, Communications Specialist
- 3. Good stories stand the test of time and unite us
- 4. • Identify stories within events • Leverage those stories internally and externally – Guests – Sponsors – Community – Media
- 5. • Dan Griffis, VP Experiential Marketing at Target Corporation Asks if events: • Will be warm? • Will be cool?
- 6. How do you find a story that will make your event stand out? • Storytelling isn’t about you.. it’s about who’s listening. • Find an overarching message that helps create a compelling narrative and lasting impact.
- 7. March of Dimes March for Babies Story Sample #1 “Join us at the Capitol for a walk with friends to help raise money for babies born too soon.”
- 8. March of Dimes March for Babies Story Sample #2 “Meet Hazel Day. She’s two-years-old and an ambassador for March of Dimes. She was born weighing two pounds, 11 ounces. The smallest diapers didn’t fit her and she spent five weeks in the ICU. She’s alive thanks to people like you who believe in the March of Dimes’ mission- and in Hazel.”
- 9. American Cancer Society Making Strides Against Breast Cancer Unique Story Angle #1 “Meet John DiMichele, male breast cancer survivor.”
- 10. American Cancer Society Making Strides Against Breast Cancer Unique Story Angle #2 “Meet Randy. She’s a breast cancer survivor who is now giving hope to others fighting the disease. She volunteers at the American Cancer Society’s free “Look Good.. Feel Better” makeover sessions, providing patients with wigs, make-up tips and a boost of confidence.”
- 11. Changing Perception – What if the event needs a refresh? – What if the event has decreased attendance? – What if trust needs to be built? – Stories can change narratives and public perception – With the right message, stories can inspire action
- 13. The best storytellers embrace: Empathy
- 14. The best storytellers embrace: Vulnerability
- 15. The best storytellers embrace: Simplicity
- 17. Before: • Identify a story that will make your event memorable • Begin telling your story via social media, blogs, the event website and any publications • Create a unique and memorable hashtag for your event to start building buzz on social media
- 18. Before: • Use your story in any invitations and emails to keep the message consistent • Post photos of event prep or go live on Facebook for a sneak peak
- 19. • During: • Harness your audience’s enthusiasm and invite them to “check in” and use the event’s hashtag and tag themselves • Provide real-time customer service
- 20. • During: • Recruit attendees to act as social media ambassadors to promote the event from their experience
- 21. After: • Post photos and videos • Keep your website and social networks fresh with content reinforcing the story of your event • Create your photo galleries in Facebook and SmugMug • Be sure to reinforce your story and message in any follow-up communication and emails
- 22. After: • Take a look at your analytics for websites and social media • Identify reach, trends, popular posts and new followers • What stories were your attendees posting in their networks and are those in line with your goals?