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Engaging Consumers in !!
Dr. Pamela Rutledge Director, Media Psychology Research Center
November 12, 2012 @pamelarutledge
Your Story
What’s Happening Out There?
What’s in a Story
How Do You Find It?
1
2
3
Overview
4 What Do You Do With It?
What’s Happening Out There?!
1
The Lecture vs. The Cocktail Party
Mobile On-demand Information Full-time connectivity
The New Normal
Consumers expect to participate, be heard, collaborate, get information, and connect.
Fast. All the time.
How Do You Compete?
Tell a story!2
Storytelling is Timeless
q Draw on ancient traditions, legends and myths
q Create an authentic connection
1
q Build trust
q Transcend generations
q Engage our emotions
q Inspire us
q Are contagious
Stories Connect People 2
Stories Are How We Think
q Explain how and why q Define our values
and purpose q Put us in “Learning Mode”
q Decrease our resistance to persuasion
3
It’s How We’re Wired
q Imagined experiences create real emotion
q Narrative structure provides comfort
q Trigger neural networks of multi-sensory responses: auditory, kinesthetic, and visual
4
The shortest distance between people is
through story!
A Shoe Company
• Founded 2006
• Unique business model
• Product distributed via recognized 501(c)(3) non-profits and non-governmental organizations (NGO’S)
Total Sales 500,000
Employees 90
Interns 22
COGS 37%
SG&A 24%
Distribution 300 Stores; 9 Countries
First Year Sales 10,000 units
Yr Sales Goal 300,000 units
Annual Growth (Y/Y)
10%
EBITDA 153,000
Stories are flight simulators for the brain
Finding Your Story!3
Elements of Story
þ Message
þ Characters
þ Conflict
þ Plot
Act 1 Beginning Set-up
Act 2 Middle Conflict
Act 3 End Resolution
Exposition Denouement
Climax
Falling Action Crises Rising Action
Tension
Time
Three Act Structure
Where the Action Is: Conflict
C – Context • Where, When? • Who are the characters • What does the main character want? • What’s in the way?
A – Action (Plot) R – Result (Resolution)
The Psychology of Story: Narrative Transportation: Use C-A-R to take your audience on a journey
Source: Paul Smith Lead with Story
Archetypes: Joseph Campbell
q Hero
q Mentor
q Threshold Guardian
q Herald
q Shapeshifter
q Shadow
q Trickster
Fairy Tale Model Benefactor Goal Beneficiary
Supporter Hero Adversary Source: Fog, K., Budtz, C., & Yakaboylu, B. (2010). Storytelling: Branding in Practice (2nd ed.). Berlin: Springer.
Cultural Metaphors
q Anna Nicole Smith q Rags to Riches
q Gold Digger/How to Marry a Millionaire
q Live Fast/Die Young
Finding The Story!
3
Story Themes
q The Hero’s Quest --> Entrepreneurial Venture
q Creation Stories --> Establishment of Organization
q Stories of Transformation --> Coming of Age
q Stories of Fall and Redemption --> Crisis Phase
q The Myth of the Crossroads --> Transition Phase
Using Shared Metaphors
I’m a lawyer. I write contracts
and wills. Where’s the story in that?
The Family Lawyer Watching over your
legal health
Questions to ask
q Who am I? q Why am I here?
q What is my vision? q What do I want to teach people? And
why?
q What values do I want to demonstrate? And why?
q What do I want my customers to know I understand?
One-Sheet Exercise
q Story in three sentences q Work from the experience of the image of
your company or brand
q Characters in three sentences q Who are the characters? q Are you a character? q Does place matter?
Telling Your Story!4
Additive Storytelling
Brand develops from multiple media sources over time
Transmedia Storytelling
• A story that… • Unfolds across platforms • Each piece adds something
unique and valuable • Motivates user to find others
q Users can… • Join at different places • Participate and contribute
content
Henry Jenkins USC
Traditional Story Path
Transmedia Content
Main Story Anchor: Novel
Pig 1: Website
Pig 1: Anime Super Pig
Wolf: Website
Wolf: Ning Network for Team
Wolf
Pig 2: Twitter Dialogue
Pig 3: Cooking Blog
Pig 3: YouTube Videos
Pig 3: Cookbook
Pig 3: Fan Page
Case Study: The Three Little Pigs
Sequels
Case Study: Jay-Z
Main Story Anchor: Website
Twitter Dialogue Blog
Videos
Green Tips Contest
Case Study: Houweling’s Tomatoes
Point of Purchase: Hangtags
Social Gardens
Main Story Anchor: Website
Facebook Fan Page
Case Study: Tanimura and Antle
Recipes
Food Service Chef QR Codes
Invite the Customer into Your Story
Discovery Experience Exploration
Increasing Audience Engagement
There are things we know that we know.
There are things we know
that we don’t know.
And then there are the unknown unknowns— the things we don’t know
we don’t know.
Donald Rumsfeld, 2002
Traditional ROI Calculations
Ripple Effect
What Do We Know?
q Biggest value = new relationship potential q Awareness measures
q Brand mentions, reviews and share of voice (your brand divided by the industry)
q Fan Growth
q Traffic
q Engagement q Comments, question, retweets
q Market intelligence q Product feedback q Customer needs and experiences
Where the Rubber Meets the Road!
4
Social media strategies start with a strategy, not with a
Facebook page
Social Media Strategy
q Tools are only useful if you know q what you want to do q what tools will get the job done.
q Online networks are like offline ones q People use Twitter, Facebook, blogs, and
LinkedIn to meet people, get information, share resources and connect with colleagues
Social media are are not a waste of time
unless you allow them to be
Social Media: Total Time Suck?
q Social media networks are not a waste of time unless you allow them to be
q Networking opportunities
q Great way to build social capital
q Be very clear on WHY you’re doing it and the outcomes you want to see
You need a mission statement
Mission Statement: Questions
q Why am I on social networks and what will I use them for?
q How do I want to build my personal or organizational brand using social media?
q What outcomes do I want to see?
q How does social media fit into my overall strategy?
Create a social media policy
Social Media Policy: Be Prepared
q What information is public, what should be kept private?
q What your rules are for researching customers and employees?
q How you can be contacted and when?
q What is your policy for employees social media use?
q How you will handle the inevitable social media crisis?
q How often will I evaluate the strategy?
Choose your tools carefully
Access Control Potential Completely
Public Mostly
public Mostly
private Website x Blog x Twitter x x LinkedIn x x Facebook x x x Flickr x x x Pinterest x Industry sites x
Curation tools (Scoop, paper.li) x
Google+ x
Tool Audit Example: Privacy
Connect your tools so they feed each other
Build relationships
Think before you speak
In Conclusion!4
Summary
q New communications means new consumer psychology and big competition for attention
q Story rises above noise by tapping fundamentals and emotions
q Transmedia storytelling extends the power of your story and changes ‘selling’ into a valued relationship
Key Take-Aways
q Start with the story
q Identify your core story and passion at a universal level to engage your audience
q Think multi-dimensionally
q Prepare a strategy based on YOUR goals and resources
q Connect with your audience’s emotions and needs
q Use the media landscape—ripple out, don’t broadcast
q Prepare to collaborate where you don’t expect it
q Have a plan for misadventures
My Hopes for You
q That you will embrace storytelling
q And approach communication in a cross-platform, integrated way
q So that you take your customers on a journey to create the valuable relationships that
q builds long-term commitment and loyalty
q And increased profitability
Thank You!Dr. Pamela Rutledge
Director, Media Psychology Research Center November 12, 2012
@pamelarutledge