BEATING THE DRUM Why this class? In a word… connection.
Social Media Storytelling
Wahine Mediasocial media strategy, training & implementation for business
Coaxing businesses into their awesome!
Slides: slideshare.net/wahinemedia
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MY STORY – Wahine Media •Gallery artist for 20 years, and then met hubby on Match (just another reason I dig the internet) •Co-founder of Wahine Media, a local social media agency •We distill companies’ brand stories down to the most potent message that will connect with their audience (social strategy) •We teach the mechanics of social media survival and ‘thrival’ (consulting) •Did you know that you’re not really talking to Obama? Did you know Arianna Huffington had 20+ ghost tweeters on her team? That’s what we do. Every day we support of multitude of industries, allowing companies to do what they do best •And… I get cold sweats if I’m away from my rectangular friend for more than 24 hours
Takeaways
What is a brand story
How to write potent captions
How to respond with heart
How to create an experience
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•Your brand story is the heart and soul of the brand — who you are + who people think you are oHow you came to be and for the purpose of what ♣Mission, history, culture, stats, reputation oYour community ♣Who you associate with and who associates with you (board members, partners, customers)
Why storytelling? In a word… connection
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BEATING THE DRUM Why this class? In a word… connection.
Why is making a connection important? So people will stay rather than go.
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BEATING THE DRUM Why this class? In a word… connection.
Storytelling is in our soul.
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Storytelling is in our soul… •Storyteller is on my business card, I claim it, but we are all born storytellers •Have you ever made up a bedtime story for a stuffy-nosed 3 year-old who can’t sleep? •Think about sitting at your grandfather’s knee as he worked the wood, listening to his stories of what it was like ‘back then.’ Can you imagine yourself giving wise counsel to your granddaughter? ••Stories are how we communicate with each other, be part of the tribe •“No man is an island and no brand wants to be.” — kw
Stories are how we communicate with our tribe
Humans are wired to listen to stories, love stories,and tell stories.
No man is an island and no brand wants to be.
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Even when it wasn’t safe to write it, we found a way to tell our stories oSlave songs in the cotton fields oJews sharing symbols of their faith during the Holocaust oVictorian women whispering birth control methods oEarly Salem settlers sharing their herbal remedies
“Storytelling means you have to reveal something
beyond self-congratulations.
[It] is not just a gimmick to sell more crap.
Storytelling is about relationship – most importantly
describing the world of your audience, and how
much you get who they are, what they care about,
and where they are trying to get in life.” —Michael Margolis, CEO | Get Storied
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Even when it wasn’t safe to write it, we found a way to tell our stories oSlave songs in the cotton fields oJews sharing symbols of their faith during the Holocaust oVictorian women whispering birth control methods oEarly Salem settlers sharing their herbal remedies
TRIBE STORYYour Brand Story
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TRIBE STORY Storytelling starts with a brand story
What is a brand story?
The heart and soul of your brand
Who you are + who people think you are
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•Your brand story is the heart and soul of the brand — who you are + who people think you are oHow you came to be and for the purpose of what ♣Mission, history, culture, stats, reputation oYour community ♣Who you associate with and who associates with you (board members, partners, customers)
A fluid and living thing
Audience sentiment
Signals: Are you walking the talk?
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•Your brand story is the heart and soul of the brand — who you are + who people think you are oHow you came to be and for the purpose of what ♣Mission, history, culture, stats, reputation oYour community ♣Who you associate with and who associates with you (board members, partners, customers)
Your truth revealed
Every post reveals what makes you tick,
and creates audience experience
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•Your brand story is the heart and soul of the brand — who you are + who people think you are oHow you came to be and for the purpose of what ♣Mission, history, culture, stats, reputation oYour community ♣Who you associate with and who associates with you (board members, partners, customers)
Brand stories that rock
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TOMS makes an impact on their fans by sharing pictures of those they’ve helped.
Brand stories that rock
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TOMS makes an impact on their fans by sharing pictures of those they’ve helped.
Brand mentors invite you in
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TOMS makes an impact on their fans by sharing pictures of those they’ve helped.
And lift you up
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TOMS makes an impact on their fans by sharing pictures of those they’ve helped.
Brands celebrate their fans
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TOMS makes an impact on their fans by sharing pictures of those they’ve helped.
… whether they wear mouse ears or pan hats
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TOMS makes an impact on their fans by sharing pictures of those they’ve helped.
Walking the talk
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TOMS makes an impact on their fans by sharing pictures of those they’ve helped.
Lego movie: brilliant brand storytelling
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TOMS makes an impact on their fans by sharing pictures of those they’ve helped.
GATHERING THE CLAN
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SHARE ONLY THE JUICE •Let’s beat the drum to call to the tribe… in 140 characters or less CLASS: Drum on desk, we will, we will rock you until we are unified in tempo oWe just shared an experience, and I saw your eyes light up and your cheeks crease. You want your audience to do the same.
Share only the juice
Think of a whiskey still...
Distill your brand story down to one
perfect drop, an elixir worthy of sharing
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•Your brand story is the heart and soul of the brand — who you are + who people think you are oHow you came to be and for the purpose of what ♣Mission, history, culture, stats, reputation oYour community ♣Who you associate with and who associates with you (board members, partners, customers)
Call your tribe
3-8 second attention span
Use authentic visuals
Business ‘intel’ proves storytelling
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•Your brand story is the heart and soul of the brand — who you are + who people think you are oHow you came to be and for the purpose of what ♣Mission, history, culture, stats, reputation oYour community ♣Who you associate with and who associates with you (board members, partners, customers)
Powerful messaging
Create an experience
Make the impossible possible
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•Your brand story is the heart and soul of the brand — who you are + who people think you are oHow you came to be and for the purpose of what ♣Mission, history, culture, stats, reputation oYour community ♣Who you associate with and who associates with you (board members, partners, customers)
Mindful of your audience
What’s in it for them?
Be useful: give them a goodie “to go”
Be playful: brighten their day
Be impactful: lead from within
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•Your brand story is the heart and soul of the brand — who you are + who people think you are oHow you came to be and for the purpose of what ♣Mission, history, culture, stats, reputation oYour community ♣Who you associate with and who associates with you (board members, partners, customers)
“What’s in it for me?” —your fan
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TOMS makes an impact on their fans by sharing pictures of those they’ve helped.
Why storytelling?
Social media is visual storytelling
93% of all communication is non-verbal
Only content chefs are succeeding:Create bite-sized pieces of “original” content
Mix it up: Balance your content
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•Your brand story is the heart and soul of the brand — who you are + who people think you are oHow you came to be and for the purpose of what ♣Mission, history, culture, stats, reputation oYour community ♣Who you associate with and who associates with you (board members, partners, customers)
Recipe for a perfect post
Quality photos | videos
Lush language
5 cups for your fans, 1 tsp. for you
Leave out poor grammar, typos
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•Your brand story is the heart and soul of the brand — who you are + who people think you are oHow you came to be and for the purpose of what ♣Mission, history, culture, stats, reputation oYour community ♣Who you associate with and who associates with you (board members, partners, customers)
Story: Financial freedom
Subtle meanings...
Best content wins
Why? Because it gets sharedThe point is always the share
Shareworthy content: Makes us smile Sparks our imagination Warms our heart
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•Your brand story is the heart and soul of the brand — who you are + who people think you are oHow you came to be and for the purpose of what ♣Mission, history, culture, stats, reputation oYour community ♣Who you associate with and who associates with you (board members, partners, customers)
Infinitely shareable
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TOMS makes an impact on their fans by sharing pictures of those they’ve helped.
Eye-catching photos + few words = shareable
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TOMS makes an impact on their fans by sharing pictures of those they’ve helped.
Paint a picture with your words
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TOMS makes an impact on their fans by sharing pictures of those they’ve helped.
Like this
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TOMS makes an impact on their fans by sharing pictures of those they’ve helped.
20 types of story
1. Nostalgia: #ThrowbackThursday
2. Mythbuster: Did you know?
3. Collage
4. Tip of the day
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•Your brand story is the heart and soul of the brand — who you are + who people think you are oHow you came to be and for the purpose of what ♣Mission, history, culture, stats, reputation oYour community ♣Who you associate with and who associates with you (board members, partners, customers)
#throwbackthursday
#TBT pride
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TOMS makes an impact on their fans by sharing pictures of those they’ve helped.
#TBT humor
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TOMS makes an impact on their fans by sharing pictures of those they’ve helped.
Did you know?
Did you know?
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TOMS makes an impact on their fans by sharing pictures of those they’ve helped.
Remember when
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TOMS makes an impact on their fans by sharing pictures of those they’ve helped.
Collage with “Pic Stitch”
Here’s a tip
And another
Tip (aka smile) of the day
Best. Ever.
5. DIYs: How to
6. Memes: Quotes
7. Comparison: This or that
8. Visual captions and collections
9. Video interviews/testimonials
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•Your brand story is the heart and soul of the brand — who you are + who people think you are oHow you came to be and for the purpose of what ♣Mission, history, culture, stats, reputation oYour community ♣Who you associate with and who associates with you (board members, partners, customers)
DIY
DIY with “Canva”
Rockstar DIY tips
And the workaround for no link
Quotes with “PicMonkey”
Before
After
Tasteful branding
This or that
This AND that
Visual captions
Collections
We 💙💙 doodles
Squiggles
And words
Speak your piece
Bam!
More juice
10. Photo of the day
11. Happening now
12. Question: Trivia
13. Fill in the blank
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•Your brand story is the heart and soul of the brand — who you are + who people think you are oHow you came to be and for the purpose of what ♣Mission, history, culture, stats, reputation oYour community ♣Who you associate with and who associates with you (board members, partners, customers)
#Photooftheday deliciousness
Happening now: perfection
Is there a little similarity here?
People say the darndest things
Kicks and giggles
14. CTA: LIKE, Share the aloha
15. Speech bubble: Office mascot
16. Cartoon: Daily dose of humor
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•Your brand story is the heart and soul of the brand — who you are + who people think you are oHow you came to be and for the purpose of what ♣Mission, history, culture, stats, reputation oYour community ♣Who you associate with and who associates with you (board members, partners, customers)
Psst… pass it on
Blow bubbles
Too much of a good thing
Brag a little… very little
17. Behind the scenes: inside scoop
18. Live walking tours: Periscope
19. Product showcase
20. Company news: Milestones
21. Awards: Thanks for voting
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•Your brand story is the heart and soul of the brand — who you are + who people think you are oHow you came to be and for the purpose of what ♣Mission, history, culture, stats, reputation oYour community ♣Who you associate with and who associates with you (board members, partners, customers)
Share your buzz
Show your slip
And your heart
Team with moves like Jagger
Raise your hand if you love the Hoff
Raise your hand if you love this post
Let them do the talking
Floating more ideas
22. Happy weekend: #AlohaFriday
23. Happy #_________ Day
24. #MotivationMonday
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•Your brand story is the heart and soul of the brand — who you are + who people think you are oHow you came to be and for the purpose of what ♣Mission, history, culture, stats, reputation oYour community ♣Who you associate with and who associates with you (board members, partners, customers)
#TGIF
#ditto
#AlohaFriday vibes
#NationalDanceDay… let’s dance
Did someone say #NationalNapTime?
Let’s slurp
Um… class excused
Pump ‘em up
Get sassy
Share a smile… and your values
Last but not least
26. Events
27. Contests
28. Fan gratitude: 1 million fans
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•Your brand story is the heart and soul of the brand — who you are + who people think you are oHow you came to be and for the purpose of what ♣Mission, history, culture, stats, reputation oYour community ♣Who you associate with and who associates with you (board members, partners, customers)
Take us there
Or there
Share the fun
SaWING!!
Year-round buzz
Contests can be fun
Simple Simon contest
Comment to win
#AlohaFriday is a winner
Only 3 days left to…
Cadbury gratitude
Sky’s the limit
Rally around a cause
Sell nice
Be positive
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•Your brand story is the heart and soul of the brand — who you are + who people think you are oHow you came to be and for the purpose of what ♣Mission, history, culture, stats, reputation oYour community ♣Who you associate with and who associates with you (board members, partners, customers)
Rally around a cause
Sell nice
or not
Stay cool
Up close and personal
Up close and personal with a plan
Earth to funny bone
Inspire
Fist bump
Show and tell
Snack time
Brilliant
…and bushy tailed
A peek at perfection
Captions: short & pithy
Two sentences max—one-two punch that delivers
Caption checklist: Muse sheet
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•Your brand story is the heart and soul of the brand — who you are + who people think you are oHow you came to be and for the purpose of what ♣Mission, history, culture, stats, reputation oYour community ♣Who you associate with and who associates with you (board members, partners, customers)
Two great photos... one great caption.
Lush no, but there’s a story there
Now we’re talking...
Yawn...
LOL!
LOL x 2!!
Coldcuts
#FoodPorn photos… getting warmer
Starting to smile… and salivate
Perfection in a cracked-wheat bun!
Make their day
Use great language whether shared or original
Memes don’t always need words...
Until they do
Captions yay or nay?
And speaking of recruiting
Your muse
Starting to do the happy dance yet?
Blogs and articles
Keep captions short
Photo is the link
Link to website for details: names, stories, dates, places, significance
Shorten links
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•Your brand story is the heart and soul of the brand — who you are + who people think you are oHow you came to be and for the purpose of what ♣Mission, history, culture, stats, reputation oYour community ♣Who you associate with and who associates with you (board members, partners, customers)
Great photos… captions not so much
Keep it simple
Add to the story
Ditto
When in doubt, shrink
Even without a link
Hashtags are important
Hashtags help tell the story #livedlongenoughtoseethis
Hashtags are how people find you
Do your research
Create event/campaign hashtags
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Each platform has its own language. It’s important to speak it. Does everyone know what a hashtag is? •Hashtags help tell the story #livedlongenoughtoseethis •Twitter, Instagram, Facebook •Only 1-3 hashtags – any more and your virality goes down and it’s seen as spam •Create your own hashtags (for events or conversation)
Hashtags and tagging
Yes, even on Facebook
Do they add to the story?
Sweet treat
WARRIOR HEROICS
Walk your talk
Respond with heart
Responding is walking the talk
Continue the connection
The fan is your hero
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Presentation Notes
•Your brand story is the heart and soul of the brand — who you are + who people think you are oHow you came to be and for the purpose of what ♣Mission, history, culture, stats, reputation oYour community ♣Who you associate with and who associates with you (board members, partners, customers)
Be selfless
Show gratitude for the relationship
You get what you give
Mirror your audience: they are your muse
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•Your brand story is the heart and soul of the brand — who you are + who people think you are oHow you came to be and for the purpose of what ♣Mission, history, culture, stats, reputation oYour community ♣Who you associate with and who associates with you (board members, partners, customers)
Genuinely care... it will show
Now we’re talking...
Your muse
THE FEASTLet’s tell a story
Make us smile
Add your personality
Charm us
Care about us
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•Your brand story is the heart and soul of the brand — who you are + who people think you are oHow you came to be and for the purpose of what ♣Mission, history, culture, stats, reputation oYour community ♣Who you associate with and who associates with you (board members, partners, customers)
It’s okay to be an oddball
Especially when you make us smile
And feel
And let us play along
Charm us
Make us smile
Beautiful… but about you
Even more beautiful when it’s about us
Brighten our day
Best. Ever.
Make us think
Nail it
Stay tuned to your brand
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•Your brand story is the heart and soul of the brand — who you are + who people think you are oHow you came to be and for the purpose of what ♣Mission, history, culture, stats, reputation oYour community ♣Who you associate with and who associates with you (board members, partners, customers)
Make us think
Nailed it
Only if it tells your story
…and this does
On the fringe
Nutty
Their cup runneth over
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TOMS makes an impact on their fans by sharing pictures of those they’ve helped.
Happy means never running out
Cha cha cha!
Take a bite out of summer
Gorgeous
Hubba hubba
Tag a friend
No words necessary
Storytelling is in our soul.
Simple story: It’s a beautiful day
Feeling the need for Mother Earth beneath my feet today. You too? —Zappos
When was the last time you treated yourself to a walk on the beach? —KP.org
Happening now: A perfect ‘dig your toes in the sand’ kind of day. Wish you were here! —Aqua Aloha Surf Waikiki
Story: Great place to stay and play
Here’s our five o’clock shadow…
Story: Hawaii Fashion Week
Green is the new black!
Story: Fall clothing line
Wicked cool!
Dorothy’s house wouldn’t dare!
Story: Lipstick launch
Take that Picasso!
Story: Casual Beach Dining on Maui
Take that Picasso!
Story: Childcare – spark the imagination
Nurturing our next Picasso!
Story: Made in Hawaii product
Aloha spoken here
What does your garden grow?
\Story: Grow your own health
Story: Traffic cam
Stuck in back-to-school traffic, but loving the view!
Story: Pet friendly hotel
We can’t wait to see those tan lines!
Remember this one? Let’s caption it!
Dip your spoon in this strawberry summer moon.
Story: Professional Women’s Leadership
There’s no elevator to success. You have to take the stairs.
