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@MediaWyse #SEMpdx
Mastering Storytelling
Lisa GerberBig Leap Creative@lisagerber
Casey MarkeeFounder, Media Wyse@MediaWyse
@MediaWyse #SEMpdx
Get this Presentation @ Slideshare:
@MediaWyse #SEMpdx
@MediaWyse #SEMpdx
“People buy brands, products, and services
because they LOVE their stories.
People buy stories more than anything else.
Business is ALL Storytelling!”
@MediaWyse #SEMpdx
Storytelling…with Croissants?
@MediaWyse #SEMpdx
Case Study: Lune Patisserie
Melbourne, AUS.
@MediaWyse #SEMpdx
Case Study: Lune Patisserie
Melbourne, AUS.
Would you wait 45 minutes in line for a Croissant?
@MediaWyse #SEMpdx
@MediaWyse #SEMpdx
Branding as “Storytelling”
@MediaWyse #SEMpdx
Branding as “Storytelling”
@MediaWyse #SEMpdx
The Owner is an ACTUAL Rocket Scientist!
Kate Reid, the founder,
studied aerospace
engineering and spent
several years working for a
Formula One racing team
before apprenticing at the
famed Paris boulangerie Du
Pain et des Idees.
@MediaWyse #SEMpdx
Good Story Right? But what Keeps People Coming Back?
@MediaWyse #SEMpdx
@MediaWyse #SEMpdx
@MediaWyse #SEMpdx
Storytelling 101 for Brands
@MediaWyse #SEMpdx
The Science of Storytelling
100,500 Digital Words are
Consumed by the Average
American every day!
@MediaWyse #SEMpdx
The Science of Storytelling
92% of Consumers want
Brands to Create
Experiences that Tell
Stories
@MediaWyse #SEMpdx
The Science of Storytelling
Our Brains Process Images
60X Faster than Words.
Stories need to be Visual!
@MediaWyse #SEMpdx
The Science of Storytelling
Consumers want empathy.
Understand my problem
and address it!
@MediaWyse #SEMpdx
The Science of Storytelling
The BEST Brand Storytelling Follows a Classic Approach!
HERO – CONFLICT - RESOLUTION
@MediaWyse #SEMpdx
The Science of Storytelling
Example of this in Action: Dollar Shave Club
@MediaWyse #SEMpdx
The Science of Storytelling
Example of this in Action: Dollar Shave Club
Hero: Mike says “Our Blades are F**king Great!”
@MediaWyse #SEMpdx
The Science of Storytelling
Example of this in Action: Dollar Shave Club
Conflict: Blades are Too Expensive & Complicated
@MediaWyse #SEMpdx
The Science of Storytelling
Example of this in Action: Dollar Shave Club
Resolution: The “Party is On” at DSC and You are Invited!
@MediaWyse #SEMpdx
The Science of Storytelling
Or you can use the 5-Step Brand Story Approach!
WHO
WHY
WHATHOW
WHERE
@MediaWyse #SEMpdx
The Science of Storytelling
Or you can use the 5-Step Brand Story Approach!
WHO
WHY
WHATHOW
WHERE
@MediaWyse #SEMpdx
The Science of Storytelling
Or you can use the 5-Step Brand Story Approach!
WHO
WHY
WHATHOW
WHERE
@MediaWyse #SEMpdx
The Science of Storytelling
Or you can use the 5-Step Brand Story Approach!
WHO
WHY
WHATHOW
WHERE
@MediaWyse #SEMpdx
The Science of Storytelling
Or you can use the 5-Step Brand Story Approach!
WHO
WHY
WHATHOW
WHERE
@MediaWyse #SEMpdx
The Science of Storytelling
Or you can use the 5-Step Brand Story Approach!
WHO
WHY
WHATHOW
WHERE
@MediaWyse #SEMpdx
The Science of Storytelling
Example of this in Action: Dollar Shave Club
@MediaWyse #SEMpdx
How to Find Your Story
@MediaWyse #SEMpdx
Understand your Brand Story Archetype
There are 12 Identifiable Archetypes for Brands
@MediaWyse #SEMpdx
Understand your Brand Story Archetype
The Entirety of the Brand Landscape can be Cataloged
bit.ly/brand-archetypes-101
@MediaWyse #SEMpdx
Understand your Brand Story Archetype
Take the Free Quiz from KayePutnam.com
http://kayeputnam.com/brandality-quiz/
@MediaWyse #SEMpdx
Invest in Persona Marketing
Identify your Customers and Target with Multiple Stories
@MediaWyse #SEMpdx
Invest in Persona Marketing
Persona Marketing with a Tool…and it’s Free!
http://www.makemypersona.com/
@MediaWyse #SEMpdx
Invest in Persona Marketing
Persona Marketing with a Tool…and it’s Free!
https://xtensio.com/user-persona/
@MediaWyse #SEMpdx
Invest in Persona Marketing
For more In-Depth Persona Marketing Know-How…
http://bit.ly/ipullrank-personas
@MediaWyse #SEMpdx
How to Artificially “Jumpstart” your Story
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Strategy #1 – Give it a PR “Push”
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Strategy #2 – Connect with Influencers
@MediaWyse #SEMpdx
Strategy #2 – Connect with Influencers
BuzzSumo.com
Find Key Influencers via
Keyword OR find Who
Shared Content Pieces!
@MediaWyse #SEMpdx
Strategy #2 – Connect with Influencers
- Little Bird -
http://www.getlittlebird.com/
@MediaWyse #SEMpdx
Strategy #2 – Connect with Influencers
- Little Bird -
http://www.getlittlebird.com/
@MediaWyse #SEMpdx
Strategy #2 – Connect with Influencers
Little Bird
@MediaWyse #SEMpdx
Strategy #2 – Connect with Influencers
FollowerWonk.com
Sort your Followers by
“Authority” then reach-out
via DM & @replies
@MediaWyse #SEMpdx
https://www.linkedin.com/pulse/discover
Strategy #2 – Connect w/ Influencers Linkedin.com
@MediaWyse #SEMpdx
Pro Tip: You can DM any
member of a Group!
Strategy #2 – Connect w/ Influencers Linkedin.com
@MediaWyse #SEMpdx
Strategy #2 – Connect w/ Influencers Linkedin.com
Pro Tip: You can DM any
member of a Group!
@MediaWyse #SEMpdx
Strategy #3 – Email Hunter
Reach-out to Influencers via Email
https://hunter.io/
@MediaWyse #SEMpdx
Strategy #4 – Guest Blogging
….But HIGH-QUALITY
@MediaWyse #SEMpdx
Strategy #4 – Guest Blogging
Use Google Search Operators:Keyword/yourCompetitorName + “guest blog”
Keyword/yourCompetitorName + “guest blogger”
Keyword/yourCompetitorName + “guest Column”
Keyword/yourCompetitorName + “guest article”
Keyword/yourCompetitorName + guest post
Keyword/yourCompetitorName + guest author
Keyword/yourCompetitorName + “write for us”
Keyword/yourCompetitorName + “write for me”
Keyword/yourCompetitorName + “become a contributor”
Keyword/yourCompetitorName + “contribute to this site”
Keyword/yourCompetitorName + inurl:category/guest
Keyword/yourCompetitorName + inurl:contributors
Keyword/yourCompetitorName + “guest blog” + inanchor:contact
Keyword/yourCompetitorName + “guest blogger” + inanchor:contact
Keyword/yourCompetitorName + “guest Column” + inanchor:contact
Keyword/yourCompetitorName + “guest article” + inanchor:contact
Keyword/yourCompetitorName + “write for us” + inanchor:contact
Keyword/yourCompetitorName + “write for me” + inanchor:contact
Keyword/yourCompetitorName + “become a contributor” + inanchor:contact
Keyword/yourCompetitorName + “contribute to this site” + inanchor:contact
@MediaWyse #SEMpdx
Strategy #4 – Guest Blogging
Good Outreach Example:
@MediaWyse #SEMpdx
Strategy #4 – Guest Blogging
BAD Outreach Example:
@MediaWyse #SEMpdx
Strategy #4 – Guest Blogging
Boomerang that Baby!
http://www.boomeranggmail.com/
@MediaWyse #SEMpdx
Strategy #5 – Encourage Customer Storytelling
@MediaWyse #SEMpdx
An Epic Story is NOT Necessary for Success
….but it Certainly Helps!
@MediaWyse #SEMpdx
Thank You!
@MediaWyse #SEMpdx
@MediaWyse #SEMpdx
Casey Markee
Founder, Media Wyse
www.MediaWyse.com
casey@mediawyse.com
@mediawyse
Become a Fan on Facebook:
https://www.facebook.com/MediaWyse
Follow Casey on Twitter:
https://Twitter.com/MediaWyse
Connect with Casey on Linkedin:
https://www.linkedin/com/in/caseymarkee
Follow Casey on SlideShare:
http://www.slideshare.net/CaseyMarkeeMBA
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