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@MediaWyse #StateofSearch
Mastering StorytellingLisa GerberBig Leap Creative@lisagerber
Casey MarkeeFounder, Media Wyse@MediaWyse
@MediaWyse #StateofSearch
@MediaWyse #StateofSearch
“People buy brands, products, and services because they LOVE their stories.
People buy stories more than anything else. Business is ALL Storytelling!”
@MediaWyse #StateofSearch
Storytelling…with Croissants?
@MediaWyse #StateofSearch
Case Study: Lune PatisserieMelbourne, AUS.
@MediaWyse #StateofSearch
Case Study: Lune PatisserieMelbourne, AUS.
Would you wait 45 minutes in line for a Croissant?
@MediaWyse #StateofSearch
@MediaWyse #StateofSearch
Branding as “Storytelling”
@MediaWyse #StateofSearch
Branding as “Storytelling”
@MediaWyse #StateofSearch
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 #StateofSearch
Good Story Right? But what Keeps People Coming Back?
@MediaWyse #StateofSearch
@MediaWyse #StateofSearch
@MediaWyse #StateofSearch
Storytelling 101 for Brands
@MediaWyse #StateofSearch
The Science of Storytelling
100,500 Digital Words are Consumed by the
Average American every day!
@MediaWyse #StateofSearch
The Science of Storytelling
92% of Consumers want Brands to Create
Experiences that Tell Stories
@MediaWyse #StateofSearch
The Science of Storytelling
Our Brains Process Images 60X Faster than
Words.Stories need to be
Visual!
@MediaWyse #StateofSearch
The Science of StorytellingThe BEST Brand Storytelling Follows a Classic Approach!
HERO – CONFLICT - RESOLUTION
@MediaWyse #StateofSearch
The Science of StorytellingExample of this in Action: Dollar Shave Club
@MediaWyse #StateofSearch
The Science of StorytellingExample of this in Action: Dollar Shave Club
Hero: Mike says “Our Blades are F**king Great!”
@MediaWyse #StateofSearch
The Science of StorytellingExample of this in Action: Dollar Shave Club
Conflict: Blades are Too Expensive & Complicated
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The Science of StorytellingExample of this in Action: Dollar Shave Club
Resolution: The “Party is On” at DSC and You are Invited!
@MediaWyse #StateofSearch
The Science of StorytellingOr you can use the 5-Step Brand Story Approach!
WHO
WHY
WHATHOW
WHERE
@MediaWyse #StateofSearch
The Science of StorytellingOr you can use the 5-Step Brand Story Approach!
WHO
WHY
WHATHOW
WHERE
Who is the Story for?
Users of Expensive
Razors
@MediaWyse #StateofSearch
The Science of StorytellingOr you can use the 5-Step Brand Story Approach!
Why are we Telling this Story?
We have an
Alternative to Expensive Razors.
WHO
WHY
WHATHOW
WHERE
@MediaWyse #StateofSearch
The Science of StorytellingOr you can use the 5-Step Brand Story Approach!
What’s the Story Message?
Our Razors are F**king
Great…and Cheap!
WHO
WHY
WHATHOW
WHERE
@MediaWyse #StateofSearch
The Science of StorytellingOr you can use the 5-Step Brand Story Approach!
WHO
WHY
WHATHOW
WHERE
How Should we Tell the Story?
In a Cool Video using Humorous Imagery.
@MediaWyse #StateofSearch
The Science of StorytellingOr you can use the 5-Step Brand Story Approach!
Where will we Share it?
Let’s try YouTube…and Branch-out from there.
WHO
WHY
WHATHOW
WHERE
@MediaWyse #StateofSearch
The Science of StorytellingExample of this in Action: Dollar Shave Club
@MediaWyse #StateofSearch
How to Find Your Story
@MediaWyse #StateofSearch
Understand your Brand Story ArchetypeThere are 12 Identifiable Archetypes for Brands
@MediaWyse #StateofSearch
Understand your Brand Story ArchetypeThe Entirety of the Brand Landscape can be
Cataloged
bit.ly/brand-archetypes-101
@MediaWyse #StateofSearch
Understand your Brand Story ArchetypeTake the Free Quiz from KayePutnam.com
http://kayeputnam.com/brandality-quiz/
@MediaWyse #StateofSearch
Invest in Persona Marketing Identify your Customers and Target with Multiple
Stories
@MediaWyse #StateofSearch
Invest in Persona Marketing Persona Marketing with a Tool…and it’s Free!
http://www.makemypersona.com/
@MediaWyse #StateofSearch
Invest in Persona Marketing Persona Marketing with a Tool…and it’s Free!
https://xtensio.com/user-persona/
@MediaWyse #StateofSearch
Invest in Persona Marketing For more In-Depth Persona Marketing Know-How…
http://bit.ly/ipullrank-personas
@MediaWyse #StateofSearch
How to Artificially “Jumpstart” your Story
@MediaWyse #StateofSearch
Strategy #1 – Give it a PR “Push”
@MediaWyse #StateofSearch
Strategy #2 – Connect with Influencers
@MediaWyse #StateofSearch
Strategy #2 – Connect with Influencers
BuzzSumo.com
Find Key Influencers via Keyword OR find Who
Shared Content Pieces!
@MediaWyse #StateofSearch
Strategy #2 – Connect with Influencers
- Little Bird -
http://www.getlittlebird.com/
@MediaWyse #StateofSearch
Strategy #2 – Connect with InfluencersLittle Bird
@MediaWyse #StateofSearch
Strategy #2 – Connect with Influencers
FollowerWonk.comSort your Followers by “Authority” then reach-out via DM & @replies
@MediaWyse #StateofSearch
https://www.linkedin.com/pulse/discover
Strategy #2 – Connect w/ Influencers Linkedin.com
@MediaWyse #StateofSearch
Pro Tip: You can DM any member of a Group!
Strategy #2 – Connect w/ Influencers Linkedin.com
@MediaWyse #StateofSearch
Strategy #2 – Connect w/ Influencers Linkedin.com
Pro Tip: You can DM any member of a Group!
@MediaWyse #StateofSearch
Strategy #3 – Email HunterReach-out to Influencers via Email
https://hunter.io/
@MediaWyse #StateofSearch
Strategy #4 – Guest Blogging….But HIGH-QUALITY
@MediaWyse #StateofSearch
Strategy #4 – Guest BloggingUse Google Search Operators:
Keyword/yourCompetitorName + “guest blog”Keyword/yourCompetitorName + “guest blogger”Keyword/yourCompetitorName + “guest Column”Keyword/yourCompetitorName + “guest article”Keyword/yourCompetitorName + guest postKeyword/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/guestKeyword/yourCompetitorName + inurl:contributors
Keyword/yourCompetitorName + “guest blog” + inanchor:contactKeyword/yourCompetitorName + “guest blogger” + inanchor:contactKeyword/yourCompetitorName + “guest Column” + inanchor:contactKeyword/yourCompetitorName + “guest article” + inanchor:contactKeyword/yourCompetitorName + “write for us” + inanchor:contactKeyword/yourCompetitorName + “write for me” + inanchor:contactKeyword/yourCompetitorName + “become a contributor” + inanchor:contactKeyword/yourCompetitorName + “contribute to this site” + inanchor:contact
@MediaWyse #StateofSearch
Strategy #4 – Guest BloggingGood Outreach Example:
@MediaWyse #StateofSearch
Strategy #4 – Guest BloggingBAD Outreach Example:
@MediaWyse #StateofSearch
Strategy #3 – Guest BloggingBoomerang that Baby!
http://www.boomeranggmail.com/
@MediaWyse #StateofSearch
Strategy #5 – Encourage Customer Storytelling
@MediaWyse #StateofSearch
An Epic Story is NOT Necessary for Success….but it Certainly Helps!
@MediaWyse #StateofSearch
Thank You!
@MediaWyse #StateofSearch
Casey MarkeeFounder, Media Wysewww.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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