Storytelling as a Marketing Tool: Preparing for Your 2016 Marketing Campaign

www.jcsocialmarketing.com @JuliaCSocial

About Me
Using online tools such as social
media, blogs, and email
marketing, I help small
businesses and nonprofits grow
and reach their customers and
supporters.
I offer solutions to your social
media problems – through
training and coaching.

 73% of online adults use at
least one social networking
site daily.
 Facebook remains the most
popular social media site –
72% of online adults are
Facebook users, amounting to
62% of all American adults.
 70% log on daily, 43% do so
several times a day.
Social Media Is Still Growing
Source: Mobile Messaging and Social Media 2015, PewInternet.org

 35% of Americans 65 and older
use a social network.
 90% of young adults, ages 18-29,
use social media.
 23% of online adults use Twitter.
 Instagram has 400 million
monthly active users.
 87% of Pinterest users have made
a purchase because of something
they saw or pinned on Pinterest.
Social Media Is Still Growing
Source: Mobile Messaging and Social Media 2015, PewInternet.org

The Myth We Were Sold
Step 1: Sign up for Facebook.
Step 2: Post something.
Step 3: Watch the money roll in!!

3 Keys to Social Media Success
 Diversification
 Multi-channel
 Where are your customers?
 Where is your tribe?
 Multiple forms of content
 Video
 Photos
 Infographics
 Stories/blog posts

 Dedication
 Slow and steady
 Build trust and affinity
 Spend money
 Spend time
 Don’t set it and forget it

 Dynamic content
 Providing value
 Interesting
 Entertaining
 Useful
 Helpful
 What will people share?
 Why do people share?

Why Storytelling?

Why Storytelling?
 People don’t
remember bullet
points.
 People respond to
emotion.
 Feelings, not
analytical thinking,
drive actions.

What Storytelling &
Social Media Will Not Do
 Fix bad management.
 Fix a lousy product or
service.
 Replace other tried-and true
marketing and sales tactics.
BUT if done well, it will
augment all other efforts!

How To “Do” Storytelling?
“As the majority of corporations start thinking
of themselves as publishers, the defining
characteristic among the successful ones will
be the ability to not just spew content, but
to craft compelling stories.”
– Shane Snow, HubSpot
http://blog.hubspot.com/opinion/why-
storytelling-will-be-the-biggest-business-skill-
of-the-next-5-years

How To “Do” Storytelling?
 Think of your
audience FIRST and
ALWAYS.
 What is important
to them?
 What will inspire
them to action?

Marketing Mission Statement

 Home Made Simple: "Enabling women to have more
quality time with their family."
 Audience? Women
 What will be delivered? Quick and easy recipes,
parenting tips, party ideas, crafts etc.
 What’s the outcome? Strengthening the family bond
through quality time

 "Welcome to Inc.com, the place where entrepreneurs
and business owners can find useful information,
advice, insights, resources and inspiration for running
and growing their businesses."
 Audience? Entrepreneurs and business owners
 What will be delivered? Useful information, advice,
insights, resources and inspiration
 What’s the outcome? Running and growing their
businesses more effectively

Don’t Build On Rented Land!

Website
 Each page leads a reader from one story to another:
 Who these people are.
 How these people can help.
 Why you need these people.
 Why you should buy.
 About Us
 Homepage
 Testimonials

Marcus Sheridan’s Story –
Or, Why Your Business Needs a Blog
 River Pools & Spas
 Economy tanked in 2008,
demand for pools and spas
dropped.
 Started writing blog posts.
 “They ask, you answer.”
 Looked at SEO.
 Addressed the most
popular questions –
price/cost

Blog – News Stories
 Use the news – tell a story as if speaking to a friend
 Make sure it defines the problem
 Encourages the use of YOUR solution

Blog – Testimonials
 Customer and client success stories
 Case studies

Testimonials
Tell stories about your customers.
@JuliaCSocial @WebLink

Testimonials
@JuliaCSocial @WebLink

Blog – Historical Anecdotes
 People or historical events that inspire you

Blog – Biographical Stories
Before the Lower East Side was cool, it was a hub for
gangs. Ursula Burns was raised by her single mother in
a housing project there. Her mother ran a daycare
center out of her home and ironed shirts so that she
could afford to send Ursula to Catholic school. She
went to NYU, and from there became an intern at
Xerox.
She's now Xerox's CEO and chairwoman. She's the first
African-American woman to be the head of a Fortune
500 Company.
http://www.businessinsider.com/rags-to-riches-stories-2011-11?op=1

Crafting The Story
1. Who is the main character? What happened?
2. Open strong!
3. Set the story in the middle.
4. A solution appears (your solution).
5. Will it work? SUSPENSE!
6. Yes, it did! Problem resolved (or getting resolved).
7. Call to action
8. Headline

Christina
Looking around her new apartment in Lynn, 25-year-old
Christina — who didn’t want her last name used —
can’t believe how far she’s come in the past four years.
During that time she’s gone from jail to working full-
time as a medical assistant and living with her three
kids.
“Four years ago, are you kidding me?” she says, as tears
stream down her face. “I couldn’t do anything, and I
know it sounds horrible. I’m sitting here crying about
something that I had control over, and I chose to
destroy it. ”
http://www.wbur.org/2015/12/01/project-cope-women-substance-use-treatment

George Vlagos
When George Vlagos was in middle school, his father, a
cobbler, would have him come into his Chicago shop
to shine shoes every Saturday. John Vlagos, a Greek
immigrant, was hoping to show his son that working
with your hands is difficult and that he should find a
different profession. Well, it backfired. When he
realized how hard it was to find a pair of quality
shoes to wear to the kind of jobs that required them,
he went back into the family business to design his
own. Today, there is a six-week wait list for a pair.
http://www.inc.com/ss/10-inspiring-small-business-success-stories

Pencils of Promise
It began with a question. A
small boy begging in the
streets of India. “What do
you want most in the world?”
“A pencil,” he replied.
I reached into my backpack,
handed him my pencil, and
watched as a wave of
possibility washed over him.
https://pencilsofpromise.org/

Denver Rescue Mission
There was a point in time
when Eddie didn't want to
live.
"I was standing on the verge of
death," he says.
https://www.denverrescuemission.org/story/eddie

Have A System
 Always be looking for stories and story ideas.
 Collect and save your stories.
 Dropbox, Google Docs, Notes feature on your
phone

Where To Find Stories?
 Everywhere!
 Everyone is responsible!
 Requires a big change of
culture.
 No silos!
 Get on the front lines.
 Talk with people.

How To Get Good Stories
 Look over all of those thank you notes!
 Ask clients & customers.
 Include a “share your story” page on your website.
 Conduct surveys and focus groups.
 Networking events.

Promote Your Stories
If you tell it, they will hear it!
Right??
Putting the stories on the
right channels and then
promoting them is HALF
the battle!

Mine The Gold
“Think of the story itself as gold. You mine the gold,
capture the story.
Then you bring it back to your office and you need to
pound that gold into different shapes and sizes
depending on whom you’re talking to, or also
where you’re telling it.” ~ Andy Goodman

Go Multichannel
Print, electronic, mobile and everything in between.
Be where your customers are, not where you want
them to be.

Channels for Storytelling
 Website
 Blogs
 Email newsletters
 Publications
 Social media
 Public speaking, community education
 User-generated – how can you encourage your
online community to share their stories?

Use Video
 Think about stories that are shareable.
 Don’t say too many things! Simple is better.
 1-2 minutes, lose viewers every 10-20 seconds
 How will you visually tell your story?
 Who will guide the narrative?

Use Video
 Beginning – What’s at stake? The before
(“I was hopelessly overweight; I had
tried everything”)
 Middle – What has changed?
 End – What does the future look like?
 Call to Action

“Here’s how to know if you’re
on the right track: if you
stop (your) story in the
middle, the audience will
insist you finish it. Isn’t
that what you want?”
~Seth Godin
http://sethgodin.typepad.com/seths_blog/2013/09/words-sentences-
paragraphs-stories.html

My Two Cents
Marketing has
changed.
We can’t fight it – we
must join it.
We need to start
thinking visually.
We need to think in
“micro-content”
format.

My Two Cents
Think of using social
media as showing
the world what you
do and why you do
it, in a compelling,
interesting and easy-
to-share way!

Resources
JCSocialMarketing.com
CopyBlogger.com
SocialMediaExaminer.org
TheGoodmanCenter.com

Questions?
Twitter: @JuliaCSocial
Facebook:
www.facebook.com/
jcsocialmarketing
Email: julia@
jcsocialmarketing.com

Storytelling as a Marketing Tool: Preparing for Your 2016 Marketing Campaign

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Storytelling as a Marketing Tool: Preparing for Your 2016 Marketing Campaign