the power of storytelling | brand marketing & content
TRANSCRIPT
Marina Molenda | @marina81
Marina Molenda | @marina81
Emotional Storytelling = Impactful Marketing In an analysis of 1,400 marketing campaigns, those with purely emotional content performed twice as well as those with purely rational content.
31%
26%
16%
EMOTIONAL
COMBINED
RATIONAL
CAMPAIGN EFFECTIVNESS
Source: Institute of Practitioners in Advertising dataBANK Analysis, 2014
Marina Molenda | @marina81
A strong story creates a strong brand
Marina Molenda | @marina81
Strong brands are more likely to have
ü Greater loyalty
ü More credibility with audiences
ü More efficient & effective marketing
ü Better retention of employees and volunteers
ü Fewer competitive threats
Marina Molenda | @marina81
Marina Molenda | @marina81
Strategies for success
Meaningful Connections
Audience Engagement
Strategic "Outreach
Marina Molenda | @marina81
Meaningful Connections
Marina Molenda | @marina81
Consumers choose the brands that engage them on their passions and interests 42% more often than they do those that simply urge them to buy the product being advertised. Source: Google, When the Path to Purchase Becomes the Path to Purpose
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Marina Molenda | @marina81
Connect people with your cause by tapping into what’s important to them. Leverage the different interest points of your organization.
Marina Molenda | @marina81
Exercise 1: Identifying Connection Points!
1. Identify your core story/connection point
2. Identify secondary connection points based on the work that you do
3. Identify people that would connect with the secondary points
Marina Molenda | @marina81
Exercise 1 Example: beyondBeanie
beyondBeanie is an up-and-coming social clothing company that makes awesome beanies and accessories.
Every time you make a purchase, you are supporting the work of a talented artisan in Bolivia who proudly hand-signs her work while helping to provide meals, school supplies, school uniforms and dental care to children in need.
Marina Molenda | @marina81
Exercise 1 Example: Identifying Connection Points for beyondBeanie!
1. Primary Connection Point: !What’s your cause!(in a few words or less) !!Support Bolivian Artisans while Providing Food & Supplies to Bolivian Orphans. !!2. Seeds for Secondary Connection Points: !What’s your product/service!(very basic/high-level description or bullet points)
3. What are your secondary connection points !(1-3 words each) !!!!!!!!!!!!!!!!!!4. Who cares about these things!(target audiences)
• woven goods • fashion for good • helping children • preserving culture
stories behind "the artisans
orphaned children
Hand-crafted "woven goods
Fashion-minded philanthropists socially conscious consumer
Marina Molenda | @marina81
Exercise 1: Identifying Connection Points!
1. Primary Connection Point: !What’s your cause!(in a few words or less) !!!!!!!2. Seeds for Secondary Connection Points: !What’s your product/service!(very basic/high-level description or bullet points)
3. What are your secondary connection points !(1-3 words each) !!!!!!!!!!!!!!!!!!4. Who cares about these things!(target audiences)
Marina Molenda | @marina81
Audience Engagement
Marina Molenda | @marina81
Once you’ve inspired people, give them something to do. Inspired people can do much more than donate. – Paul Young, Director of Digital, charity: water
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Marina Molenda | @marina81
Give people multiple ways to engage with your organization to appeal to their level of interest
Marina Molenda | @marina81
Easy things to start out with and draw people in (sharing content) to bigger commitments (investing, donating, volunteering, etc.)
Low!Who: Broadest audience
Why: Entry point for engagement, way to all level of fans
How: Must be simple and not require a lot of time or money
High!Who: People very invested in your organization
Why: Harnesses their desire to have an impact and gives them meaningful ways to contribute
How: Requires the most effort in terms of time and/or money
Medium!Who: People interested in your cause and/or secondary connection point
Why: Get people more engaged with organization
How: Moderate effort in terms of time and/or money
Marina Molenda | @marina81
Exercise 2 Example: Water.org
Low!
High!
Medium!
Start your own fundraiser Monthly donation
Engage with social media post Marina Molenda | @marina81
Exercise 2: Engagement Gap Analysis!
1. Take an inventory of all the ways people can engage with your organization (online and offline).
2. Put them easy/light to hard/big commitment.
3. Identify the gaps and ways to fill them.
Marina Molenda | @marina81
Exercise 2 Example: Engagement Gap Analysis for Water.org!
1. Identify all the ways people can engage with your organization!!Online (includes financial options)!!One-time donation Monthly donation E-card Social media follows/interactions Start a fundraiser Sign up for newsletter !!!Offline/In-person (includes financial options)!Cause marketing program Compete in marathon
2. Map these options against level of engagement required & identify gaps!(1-3 words each) !!!!!!!!!!!!!!!!!
Low!Appeals to broadest audience Simple to do; not a lot lot of time or money
High!Appeals to people very invested in your organization Requires the most effort in terms of time or money
Medium!Appeals to people interested in your cause and/or secondary connection point Requires moderate effort in terms of time or money
Marina Molenda | @marina81
One-time donation E-card Social media follows/interactions Sign up for newsletter
Monthly donation Start a fundraiser Cause marketing program Compete in marathon
Exercise 2: Engagement Gap Analysis!
1. Identify all the ways people can engage with your organization!!Online (includes financial options)!!!!!!!!!!Offline/In-person (includes financial options)!
2. Map these options against level of engagement required & identify gaps!(1-3 words each) !!!!!!!!!!!!!!!!!
Low!Appeals to broadest audience Simple to do; not a lot lot of time or money
High!Appeals to people very invested in your organization Requires the most effort in terms of time or money
Medium!Appeals to people interested in your cause and/or secondary connection point Requires moderate effort in terms of time or money
Marina Molenda | @marina81
Strategic Outreach
Marina Molenda | @marina81
Marketing isn’t free
Marina Molenda | @marina81
Marina Molenda | @marina81
Strategic outreach means thoughtfully using the 3 types of media
Paid
Media you pay for such as promoted social post,
paid search, paid content placement
Owned
Channels you own and have cultivated an
audience for such as your website, email
newsletters, and social media accounts
Earned
When other people talk, create, or share content about you (social media
sharing, PR/blogger pitches, reviews, etc.)
Marina Molenda | @marina81
A few tips for getting started
Paid
Focus efforts on paid social media
If you are a 501c3 apply for Google Grant for free
search media
Owned
Pick a few channels to focus on a grow before expanding your efforts
Promote and activate those channels
relentlessly
Earned Engage with people that talk about you or topics
related to you
Find influencers to pitch to and co-create with (local media, bloggers,
connected citizens, etc.)
Marina Molenda | @marina81
Content Strategy
Have clear goals that your marketing
efforts support (awareness,
funding, sales)
Determine the action(s) you want
people to take (share, invest, buy)
Focus and optimize your
efforts by putting your resources into the things that are
working
Plan out your marketing activities
at a macro and micro level
Goals Actions Plan Optimize
Success requires having a content strategy
Informs: "content & metrics
Informs: "content & metrics
Informs: "content & timing
Informs: "evolving strategy
Example metrics to consider for optimization Goal Action Metrics Awareness Engagement with your
content • Likes • Comments • Shares • Mentions • Click through rates • Reach/impressions
Connection/Loyalty Joining your communities • Signing up for newsletter • Following on social media • Cost per follower/lead
Funding Contributing money • Donations • Repeat donations • Cost per conversion
Sales Purchasing a product • Purchases • Conversion rate • Cost per conversion
Marina Molenda | @marina81
Exercise 3: Content Strategy Planning!
1. Set a goal
2. Brainstorm who you want to target
3. Determine how you want to measure impact
4. Develop content themes
Marina Molenda | @marina81
Exercise 3 Example: PAWS Chicago
PAWS Chicago is a leading no-kill shelter that has been helping homeless animals since 1997.
Marina Molenda | @marina81
Exercise 3 Example: Content Strategy Planning for PAWS Chicago!
1. Set a goal (focused, clear, actionable)!!!!!2. What action(s) do you need people to take to achieve that goal!!!!!!!3. What metrics could you use to measure success (aim for 1 metric per action)!!!!!
4. Brainstorm key events, holidays, and trends that could influence when and how you activates!!!!!!!!!!!!!!!!!!
Events!Related to your cause, related to your product/service, in your community, hosted by your organization
Trends!Cultural trends that your organization can relate to (buy local, maker culture, startup culture, food sourcing, etc.)
Holidays!National holidays (ex: Christmas) or ‘fun’ holidays (ex: National Chocolate Day) or other major cultural events (ex: Giving Tuesday)
Marina Molenda | @marina81
National Volunteer Week (April) National Pet Week (May) Make a Difference Day (October) National Family Volunteer Day (November) Thanksgiving (November) National Shelter Pet Appreciation Week (November) Christmas (December) New Year’s Day (January)
Chicago pride Adopting or helping a shelter pet is seen a helping community and/or doing a good deed Pride in shelter pets Pets are increasingly seen and treated as ‘kids’ in terms of love, attention, and money
Increase volunteer base (including foster homes)
Sign up to volunteer Spread the word
Sign up to volunteer: - new volunteer registrations - Increased commitments from current
volunteers or lapsed volunteers Spread the word: sharing content
PAWS Chicago 5k PAWS Beach Party PAWS Fur Ball PAWS Animal Magnetism Adoption Events
Exercise 3: Content Strategy Planning!
1. Set a goal (focused, clear, actionable)!!!!!2. What action(s) do you need people to take to achieve that goal!!!!!!!3. What metrics could you use to measure success (aim for 1 metric per action)!!!!!
4. Brainstorm key events, holidays, and trends that could influence when and how you activates!!!!!!!!!!!!!!!!!!
Events!Related to your cause, related to your product/service, in your community, hosted by your organization
Trends!Cultural trends that your organization can relate to (buy local, maker culture, startup culture, food sourcing, etc.)
Holidays!National holidays (ex: Christmas) or ‘fun’ holidays (ex: National Chocolate Day) or other major cultural events (ex: Giving Tuesday)
Marina Molenda | @marina81
Further Exploration
Marina Molenda | @marina81
Activation Resources
Fundraising Platform!Classy https://www.classy.org
Visual Content Creation!Canva https://www.canva.com and https://designschool.canva.com/
Search campaigns!Google Ad Grants https://www.google.com/grants
Free Money!Amazon Smile https://org.amazon.com/ref=smi_ge_rl_cc_cc
Marina Molenda | @marina81
Platforms for telling stories Tap into built-in, eager to consume audiences
Medium https://medium.com/
LinkedIn’s Pulse https://www.linkedin.com/pulse/
Marina Molenda | @marina81
Platforms for sharing/distributing stories
Marina Molenda | @marina81
Digital Training
Facebook https://www.facebook.com/business/
LinkedIn https://business.linkedin.com/
Google http://adwords.blogspot.com/ https://www.google.com/adwords/start/
Marina Molenda | @marina81
Continuing Education Content Marketing World (Cleveland) September 6-9, 2016 http://www.contentmarketingworld.com/ Chicago Ideas Week October 17-23, 2016 https://www.chicagoideas.com/ Social Media Week November 16-20, 2016 http://socialmediaweek.org/chicago/ Nonprofit Storytelling Conference (Chicago) November 10-11, 2016 http://nonprofitstorytellingconference.com/
Marina Molenda | @marina81
Marina Molenda | @marina81 ©2016 Marina Molenda