Date post: | 20-Aug-2015 |
Category: |
Self Improvement |
Upload: | room-214 |
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James ClarkCo-founder, Room [email protected]@jamesoclark, @Room_214
Trends in Social MediaIntriguing and Inspiring
What? Seriously?
Never Given a Challenge They Can't Achieve
Tons of collaborators ready to help you succeed from Day 1
There is an EPIC and inspiring story
Receive Constant Feedback
Photo Credit: PCgamer.com
Mastery at What?
Virtuosos of Urgent Optimism
Virtuosos of Weaving a Tight Social Fabric
Virtuosos of Blissful Productivity
Virtuosos of Epic Meaning
Jane McGonagal, Institute of the Future
Social Graph
VS
Interest Graph
Who I Am To Others
Who I Know
Implicit Relationship to What I'm Likely to Buy
Who I Really Am
What I Engage With
Explicit Relationship to What I'm Likely to Buy
Assumehole Knowhole
Need:Friend of Mind Awareness"You seek to have the prospective customer allow you inside their circle of trust, where you become more than just a purveyor, but a rather valuable resource."~ Jay Baer
Jeremiah Owyang~Altimeter Group
"The Collaborative Economy is an economic model where ownership and access are shared between people, startups and corporations."
WHY STORY MATTERS
It's the currency everyone is trading on
When story is strong people naturallywant to be a part of it
When the story is confusing or lacking emotion, people will stand on the sidelines
Storytelling becomes an invitation into relationship
Source: Michael Margolis, Get Storied
STORY IS THE MISSING LINKBETWEENINNOVATION AND MARKETING
INNOVATION DOESN'T HAPPEN IN A VACUUM, IT MUST BE:● COMMUNICATED THROUGH A STRATEGIC STORY PEOPLE CAN
IDENTIFY WITH● MAPPED TO YOUR PAST (ORIGINS), PRESENT (VALUES) AND
FUTURE (ASPIRATIONS)● ALIGNED TO NEEDS OF YOUR AUDIENCE AND THEIR EVOLVING
IDENTITY
Source: Michael Margolis, Get Storied
WHY MOST INNOVATIONS FAIL
● Your audience can't find themselves in the story● Drive for your brand's self-validation hijacks the authentic
storyline● There is no story alignment at the leadership of the company● Critical dimension of culture and identity are underestimated● Change is framed as a judgement and repudiation of the past● Promises are not translated into the right experiences, rituals and
habits
Source: Michael Margolis, Get Storied
"I had to know and understand my own story before I could listen to and help other people with theirs."
-- Barack Obama44th President of the USA
Step 1
Find the core story at the heart of the brand to create your story platform
Source: turndogmillionaire.com
Step 2
Create narratives based on that story and publish across all outlets in weird
and wonderful ways
Source: turndogmillionaire.com
Step 3
Use paid and free media to syndicate the story to where the applicable
audience will most likely see it
Source: turndogmillionaire.com
Step 4
Content has to trigger at least 1 of 3 psychological sharing motivations:
EmotionIdentity and Self Expression
Information
Source: turndogmillionaire.com
Understand Your Brand Story
Audience:Who are they?What are their passions?What are their media habits: online and off?What channels?
Brand:What is the brand about?What is the core brand narrative?What's the brand's history?
Category:Understand the true competitive landscape of your brand in the eyes of your busy customers.What can you offer that your customer's can't get elsewhere?What's your competition doing?
Photo Credit: Courtney Dudley for WNYC
Excerpt from: "How to Crush Your Competitors on Social Media in 30 Days", from HubSpot, Inc.