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

transcript

@lulugrimm | @space150 | #smx #11A

Storytelling vs. Creating Stories: How to Increase Reach and

Engagement on Facebook

Lisa Grimm | @lulugrimmDirector, PR and Emerging Media at space150 | space150

Facebook is a TACTIC

Facebook is a piece of a large digital and social ecosystem that enables brands to connect consumers to their stories. As you should in all you do, leverage Facebook to tell 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!

Industrial Era = Static Stories

AudienceKey

Messages Media ContentDissemina

te Message

EarnedPaid

• Content

• Product

• Customer

Service

• PR

Static and/or

one-way

communicati

• Print

• Broadcast

Digital Era = Dynamic Storytelling

Audience Key Messages Media Content

Disseminate

Message

EarnedPaid

Dynamic

and/or two-

way and real-

time; your

currency and

opportunity

• Print/Broadcast

• Banners

• Social Ads• SEO/PPC

• Content• Product• Customer service• Web• Mobile

• Email

• Employees

• PR• Social

• User-generated content

• Direct to brand

• Brand mentions

(social listening)

Story: a specific structure of narrative with a specific style and set of characters and which includes a sense of completeness.

Storytelling: A central, unique aspect of storytelling is its reliance on the audience to develop specific visual imagery and detail to complete and co-create the story. Storytelling is a process, a medium for sharing, interpreting, offering the content and meaning of a story to an audience.

Source: National Storytelling Association

Why am I?• What do we

believe?

This Not this

What am I?• Product/

Service

Who am I?• Brand

Understand your story so you can start TELLING it

Brand Identity

[Purpose/

Mission]

Editorial Essence+

Content Strategy

Goals/Objectives/

Strategies/Tactics

Multi-channelExecutionPlanning

Measurement

• What do/don’t you stand for?• Why, what and who am I/are we?

Goals• Reverse engineer,

place desired outcome first

Objectives• Increase reach• Growth• Engagement• Drive traffic to

owned platformsStrategies• Action plan to

reach objectivesTactics• Content• PR/Communication

plan• Campaigns

Owned• Web• Mobile

• Email

• Product

Earned/Shared• PR• Social

• Print/Broadcast

• Banners

• Social Ads• SEO/PPC

Social Strategy

• Revisit objectives; did you meet targets?

• What qualitative learnings were there?

• Brand style guide• Content strategy

• Owned (branded content)• Campaigns (campaign collateral)• UGC (how will UGC be leveraged?)• Curated (how can we organize content

• Editorial calendar

How to start TELLING your story: CONTENT

Brand Style Guide• Voice + Tone • Creative• SEO• Brand guidelines

where applicable

Content Themes + Strategy• Owned Content• User-Generated

Content (UGC)• Curation• Campaigns• Partnership

content

Execution Plan • Editorial Calendar• Asset

Creation/Development

• Channel Deployment

A component of a large ecosystem: CONTENT HUB

Website

Facebook

Build a strong content foundation on your owned channels so that you can easily repurpose and/or create and share branded content on Facebook.

Facebook

Branded Content

Campaigns

User-Generated

Content

Curated Content

• Images with text

overlay and link• Video• Company/product news• Behind-the-Scenes• Thought Leadership• Promotions/deals• Fan feedback, positive

and negativeCuration (choosing

content and organizing

based on

subject/genre) is an

amazing tactic for

many. Content

production can be

challenging, so use

others’ content

(always with proper

attribution) to involve

the broader

community

Define community engagement

strategy• Apply voice and tone• 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

Align campaign goals

and content to

Facebook in an

interactive way

Content Categories

@lulugrimm | @space150 | #smx #11ASource: NPR “What makes a successful story successful story on Facebook” on All Facebook | Photo cred: Russ Gossett

What makes a successful story on Facebook?

Brand example: Oreo

Website

Facebook

Tumblr Pinterest

Twitter

Oreo’s Approach

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

• Daily Twist• Facebook

apps mostly mirror site content

• Fill in the Blank

• UGC• Brand

Integrations

• Daily Twist idea generation

• Broadcast• Brand

Integrations

• Daily Twist

• Recipes• Cookie

• Daily Twist

The Foundation: Celebrating the kid inside

In 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.

Brands.Nabisco.com/Oreo

• Moments GalleryShare an OREO moment showing how you let your inner kid loose.

• Birthday of the day • Lady Antebellum

birthday notes• Oreo Arcade• Ambassadoreo• Daily Twist • Recipes

Moments Gallery

FacebookAs the world’s favorite cookie, Oreo has been part of memorable family moments for 100 years

FacebookContentContent

Facebook AppsAll site content is hosted here with several Facebook native apps that are focused on multicultural

Daily Twist100-day campaign that leverages pop-culture, trends and UGC to inspire its cookie riff that is published and Nabisco.com and shared multi-channel (Twitter, Facebook, Pinterest and Tumblr).

Facebook is a piece of a large digital and social ecosystem that enables brands to connect consumers to their stories. As you should in all you do, leverage Facebook to tell 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!

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

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