amplifying storytelling in your marketing plan
TRANSCRIPT
![Page 1: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/1.jpg)
AMPLIFYING STORYTELLING in your
MARKETING PLAN
CAROLE LAMARQUE for SOCIALMEDIADAY
![Page 2: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/2.jpg)
WHO ARE WE?
![Page 3: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/3.jpg)
CAN DO TEAM
![Page 4: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/4.jpg)
OUR MISSION
SOLVING YOUR CHALLENGE
![Page 5: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/5.jpg)
ONZE KLANTEN
![Page 6: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/6.jpg)
INFLUENCER MARKETING
![Page 7: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/7.jpg)
WHY DOES THIS MATTER TO YOU?
![Page 8: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/8.jpg)
WHY DOES THIS MATTER TO YOU?
Word-of-mouth recommendations are the primary factor behind 20-50% of ALL purchasing decisions – McKinsey
+20%
20 -50 % of all purchasing decision
![Page 9: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/9.jpg)
WHY DOES THIS MATTER TO YOU?
73% of Millennials feel it’s their responsibility to help their friends and family makes smart purchase decisions – Fleischman-Hillard and Hearst Magazine
+73%
73% of Millennials feel it’s their responsibility decision
![Page 10: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/10.jpg)
Negative messages can reduce market share by 20%
WHY DOES THIS MATTER TO YOU?
In the mobile-phone market, for example, the research observed that the pass-on rates for key positive and negative messages can increase a company’s market share by as much as 10% or reduce it by 20% over a two-year period, all other things being equal. – McKinsey
-90%
![Page 11: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/11.jpg)
WHY DOES THIS MATTER TO YOU?
12% increase in brand advocacy on average generates a 2X increase in revenue – Harvard Business School Press
+12%
2x more revenue
![Page 12: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/12.jpg)
Why are you not doing it?
![Page 13: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/13.jpg)
Start doing it!
Only 20% of brands are using advocate and referral programs in their marketing –MarketingCharts
20% Only 20% do it today!
![Page 14: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/14.jpg)
WHO IS AN INFLUENCER?
![Page 15: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/15.jpg)
![Page 16: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/16.jpg)
It’s a Person Not an organization Not Stakeholder Management Not PR
Who expresses a contextually relevant message By working with them you're able to distribute your message the right way, at the right time, and through them you will also access the right people
To elicit action from others Research findings suggest that more than 90% of all consumers read online reviews before they buy
That is meaningful enough They can help your brand to build credibility by guiding you to produce content that truly meets the needs of your consumers, because they are so close to reality and people
ARE YOU AN INFLUENCER ?
![Page 17: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/17.jpg)
Product Launch How can we generate buzz and drive interest for a new product?
Brand Awareness How can we increase share of voice and boost positive brand mentions?
Lead Generation How can we follow prospects and generate high quality leads?
Crisis Management How can we reduce the negative impact of a communications crisis?
When would you need it in your marketing plan
1 2 3 4
![Page 18: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/18.jpg)
INFLUENCER MARKETING THE MODEL
![Page 19: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/19.jpg)
INFLUENCER IMPACT
REACHAUDIENCE SIZE
ENGAGEMENTRESONANCE POWER
RELEVANCECONTEXTUAL FIT
![Page 20: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/20.jpg)
INFLUENCER SEGMENT
CELEBRITY AUTHORITY CONNECTOR PERSONALITY ANALYST ACTIVIST
EXPERT INSIDER AGIATOR JOURNALIST HOUSEHOLD HACKERS …
My online audience is the size of Texas
My opinion is worth more than gold in my space
I like to connect dots and create links
my name is my equity
I form and communicate credible insights
My belief makes me move mountains
I wrote a textbook on my subject
I’m an respected authority with an agenda
I stir the pot and create healthy debate
I have quick solutions to everyday issues
I research, analyze and report
![Page 21: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/21.jpg)
8 THINGS INFLUENCERS CAN DO FOR YOU
REACH ENGAGEMENT
LOW RELEVANCE
HIGH RELEVANCE
Celebrity
Connector Analyst
Creative
Personality
Authority Journalist Insider
![Page 22: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/22.jpg)
What’s your unfair advantage?
![Page 23: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/23.jpg)
What’s your Unfair Advantage
Product Differentiation
Customer Responsiveness
Operational Competence
Product Leadership Build a better product, for which customers will pay a premium
Customer Intimacy Solve the client’s broader problem & share in the benefit
Operational Excellence
Achieve the low cost position on product and
service support
![Page 24: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/24.jpg)
WHO DID IT BEFORE ?
![Page 25: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/25.jpg)
![Page 26: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/26.jpg)
![Page 27: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/27.jpg)
WHY STORYDOING?
![Page 28: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/28.jpg)
LESS SPENT ON PAID MEDIA MEDIA SPENT AS % OF ANNUAL REVENUE
Storytelling companies spend nearly 3x more on media as a percent of revenue than Storydoing companies
4,0%
1,4%
3,4%
2,8% 2,9% 2,7%
1,1% 1,0%
1,2% 1,0%
2011 2010 2009 2007 2008
![Page 29: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/29.jpg)
MORE SOCIAL AWARENESS NUMBER OF SOCIAL MEDIA MENTIONS 2008-2011 (MILLIONS)
Storydoing companies are mentioned much more in social media conversations
44%
0,3%
9,9%
27,6%
1,9% 2,2%
2011 2010 2009 2008
STORYTELLING
STORYDOING
2,8% 0,8%
![Page 30: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/30.jpg)
BETTER FINANCIAL PERFORMANCE
REVENUE GROWTH RATE (2007-2011)
0%
2%
4%
6%
8%
10%
12%
Storytelling
Storydoing
OPERATING INCOME GROWTH RATE (2007-2011)
0%
2%
4%
6%
8%
10%
12%
Storytelling
Storydoing
14%
16%
18%
Storydoing companies outperform storytelling companies in toppling sales…
And in finding better ways to reduce costs and optimize assets 1 2
![Page 31: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/31.jpg)
HIGHER VALUATIONS
STOCK PRICE CAGR (2007-2011)
Storydoing stock price growth demonstrates the value created trough their actions
-6%
-4%
-2%
0%
2%
4%
6%
Storytelling
Storydoing
![Page 32: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/32.jpg)
The luxury goods industry is shifting focus from which markets drive growth to which channels drive growth.
![Page 33: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/33.jpg)
KEY FINDINGS FOR THE LUXURY GOODS INDUSTRY
We analysed the social activity of 10 giants of the luxury goods industry in a head to head format based on three
main social media platforms; Twitter, Facebook & Instagram. here are a few key findings:
![Page 34: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/34.jpg)
LOUIS VUITTON IS TOP DOG IN THE LUXURY INDUSTRY DOMINATING IN TERMS OF FOLLOWING AND ENGAGEMENT ON ALL SOCIAL NETWORKS
1
![Page 35: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/35.jpg)
DIOR GAINED OVER 1.7 MILLION FOLLOWERS ON INSTAGRAM IN UNDER 3 MONTHS THANKS TO THE INVOLVEMENT OF WELL-CHOSEN CELEBRITIES
2
![Page 36: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/36.jpg)
TESLA DOMINATES FERRARI ON WITH FEWER POSTS AND A SMALLER AUDIENCE BUT OVER 68% OF SHARE OF VOICE
3
![Page 37: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/37.jpg)
OVER 75% OF TAG HEUER AND HUBLOT’S POSTS ON BOTH TWITTER AND FACEBOOK ARE PICTURE-BASED
4
![Page 38: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/38.jpg)
QUALITY OVER QUANTITY THE MOST IMPORTANT ELEMENT FOR LUXURY BRANDS ON SOCIAL MEDIA SEEMS TO BE THEIR STORYTELLING ABILITIES WHEN IT COMES TO THEIR PRODUCTS AND BRAND HERITAGE
5
![Page 39: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/39.jpg)
BATTLE FERRARI VS TESLA
![Page 40: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/40.jpg)
The first Ferrari car was made in 1947 while Tesla Motors has been around for less than thirteen years. Yet it is Tesla that been on twitter the longest.
FERRARI TWEETS TESLA AWAY
MOST TWITTER FOLLOWERS (902.689)
BEST ENGAGEMENT
PER SINGLE POST (2.097)
MOST ACTIVE ON TWITTER (259 tweets)
MOST OVERALL ENGAGEMENT
(29.000)
![Page 41: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/41.jpg)
![Page 42: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/42.jpg)
Tesla leads for the most engagement for a single tweet, with his video tweet of its assembly line
Tesla is most popular in English speaking countries, while Ferrari has a more international audience
![Page 43: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/43.jpg)
![Page 44: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/44.jpg)
While Tesla currently has a much bigger audience on Twitter
Ferrari managed to achieve higher levels of overall engagement
![Page 45: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/45.jpg)
In general Tesla seems to put more thought into how to present their brand on social in interesting and innovative ways
The Twitter account of the Ferrari Formula One Team is more successful than the brand’s official account
Ferrari is succeeding in expanding their social presence to regions beyond Europe
Ferrari’s tactic of posting pictures showing brand heritage worked particular well on Facebook, where their level engagement is very high for pictures
Tesla generated this with pictures and video posts - highlighting the innovative features of Tesla cars
Tesla generates fewer posts but with more engagement and therefore more presence
![Page 46: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/46.jpg)
KEY LEARNINGS FOR LUXURY BRANDS
![Page 47: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/47.jpg)
THEY ARE FINDING NEW WAYS TO TELL THE STORY ON SOCIAL MEDIA AND TO INVOLVE THEIR FANS IN THE STORYTELLING
1
![Page 48: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/48.jpg)
THE KEY TO SOCIAL MEDIA SUCCESS SEEMS TO BE MAKING THE MOST OF SPECIFIC EVENTS. INFLUENCER MARKETING ALSO PLAYS AN IMPORTANT ROLE IN THE STRATEGIES OF THE LUXURY PLAYERS
2
![Page 49: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/49.jpg)
AS A WHOLE, LUXURY BRANDS SEEMS TO PREFER TO RESTRICT THEIR NUMBER OF MONTHLY POSTS AND FOCUS ON CREATING HIGH QUALITY CONTENT THAT THEY CAN CUSTOMISE FOR EACH SOCIAL MEDIA PLATFORM
3
![Page 50: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/50.jpg)
USING SOCIAL LISTENING, LUXURY BRANDS CAN:
Find key Strategic Insights by performing detailed social analysis of the preferences of regional audiences
Identify and measure the performance of their key influencers & social media campaigns in specific countries and languages
Uncover new ways of getting more ROI from social by examining the tactics of others in the industry
Improve social strategy by getting a deeper understanding of the posts that perform best on each platform
![Page 51: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/51.jpg)
The luxury industry is one of the most competitive in the world, and social media is the newest battleground to develop loyalty and brand heritage, as well as to reach new segments of potential customers, using in
depth social media analytics.
![Page 52: Amplifying Storytelling in your Marketing Plan](https://reader031.vdocuments.site/reader031/viewer/2022020410/58703ad71a28ab4e2c8b4919/html5/thumbnails/52.jpg)
THANK YOU