Josh Frith – Managing Director4th May 2011

Story tellingWhy brands need to start telling a story to engage consumers

Traditional Vs Social Media

Let’s call a spade a spade ...

Traditional branding & marketing is about controlling the customer

But social media is about relationships

Whatever they may be...

Put the two together and you have ...

…a controlling relationship

Let’s park that thought for now ...

To get reach brands go above the line

Because they hope like hell for uplift

But why is the audience watching TV?

It’s not to watch a brand’s ad is it.

People are watching content they like, love & interests them.

Or at least kills time ...

“Modern marketing embraces the convergence of entertainment, media and brands.”

“We’re going to have to make our brands much more media properties in their own right, we…have to connect much more with content and make our brands more relevant.”

Keith Weed, CMO, Unilever

How to craft social content

Social Content - some do’s & don’ts

For example…

Use a simple concept – it’s easily understoodDon’t get complex – too many moving parts

Be authentic – people like genuine Don’t be contrived – it reeks of false campaign

Create content relevant to your customer base Don’t get off brand. It may be popular, but do they buy

Think long-tail contentDon’t think short-term campaign

Click to watch Google’s Parisian love

Create a story arc & content calendar

• Work out your brand story

• Keep it simple & authentic

• Work out your video content, sequence and timings

• Write up your micro editorial teasers

• Time-line your editorial & video content calendar

But ....

• Be ready to respond to audience comments

Initial teaser content

Main ‘hero’ content

Audience interaction

Post ‘buzz’ content

Create an audience

Go find your audience

• Don’t expect them to come to you

• Do your research and go find them – they are out there in their droves

• Give them content that is relevant to them and pull them back to you

Seeded content into 3rd party audience groups

josh.frith@thedubs.com+61 (0)416 221 900

Thank You