1. Social MediaStorytellingEric Melin@SceneStealrEric
#USSL2013@Spiral16 April 3, 2013
2. Spiral16 OverviewSpiral16 provides a robust software
platform withcustomized services for Internet tracking, analysis,
andreporting.Spiral16 gives companies the key insights they
needfrom the web and social media to make smarterdecisions and gain
a competitive edge.4/4/2013 #USSL2013 2
3. Start With What You Know Youve identified your companys
goals already. Company goals Social media program Success Now think
about how you can achieve those goals through a social media
program.4/4/2013 #USSL2013 3
4. 3 Things to Remember About Social Media
5. Social Media is a Component Use it to support your existing
organizational strategy. Create a structure for your program based
on theunique needs of your company. Build it from the ground up.
The more customized, the better. Social media does not support
every goal effectively.4/4/2013 #USSL2013 5
6. Social Media Isnt Free It takes valuable time.You need human
resources for:PlanningContent
creationMonitoringMeasurementAnalysisCreative insightand
more.4/4/2013 #USSL2013 6
7. Tools Are Not Strategies Twitter Facebook Being active on
Blogs these platforms is Forums only important YouTube if Google+
using them helps Instagram you reach your goal. Pinterest
LinkedIn4/4/2013 #USSL2013 7
8. Where Do You Start?
9. The First Step is Listening Monitor mentions of your brand,
common abbreviations Look for mentions of your events Monitor
keywords around your market or industry Identify how far your reach
is Learn from language, strategies of similar companies,
competitors4/4/2013 #USSL2013 9
10. Data Drives the StrategyListening allows you to identify
opportunities.Knowing the online space will inform how you build
every facet of your social media program.4/4/2013 #USSL2013 10
11. Engagement & Awareness are the most common social media
goals.4/4/2013 #USSL2013 11
12. How to Engage? People will forget what you said. People
will forget what you did. But people will never forget how you made
them feel. - Maya Angelou4/4/2013 #USSL2013 12
13. Telling a Story With PicturesMay/June 2012Site
AssessmentTrip toGuatemala4/4/2013 #USSL2013 13
14. Challenge: Explaining What We Do What works better?
This:AboutOur PASSION is to make a difference! Engineers Without
Borders-USA: Sunflower State Professionals is a non-profit
humanitarianorganization of Kansas professionals established to
supportcommunity-driven development programs
worldwide.MissionEWB-USA supports community-driven development
programsworldwide by collaborating with local partners to design
andimplement sustainable engineering projects, while
creatingtransformative experiences and responsible leaders.4/4/2013
#USSL2013 14
15. Challenge: Explaining What We Do Or This:4/4/2013 #USSL2013
15
16. Reach = # of people who have seen postEngaged Users = # of
people who have clicked on postTalking About This = # of people who
shared, liked, commentedVirality = % of people who have created a
story from postLate April/Early May Daily Averages:Reach: 78Engaged
Users: 3.7Talking About This: 1.8Virality: 3.1%4/4/2013 #USSL2013
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17. Human Interest w/ Captions4/4/2013 #USSL2013 17
18. Tapping Into Curiosity4/4/2013 #USSL2013 18
19. How Culture is Different4/4/2013 #USSL2013 19
20. Daily Averages for Guatemala Photo Album:Reach: 355 (+277
people)Engaged Users: 116 (+112.3 people)Talking About This: 26
(+24.2 people)Virality: 7.2% (+4.1%)Photos introduce then reinforce
the message of the group and humanize both the organization and the
Chorti Maya.4/4/2013 #USSL2013 20
21. Before & After Photo Album Stats 700 Matasano photo
album begins 600 500 Daily People Talking About This 400 Daily Page
Engaged Users 300 Daily Total Reach 200 Daily Viral Reach 100 0
5/2/12 5/7/12 6/1/12 6/6/12 4/22/12 4/27/12 5/12/12 5/17/12 5/22/12
5/27/12 6/11/12 4/4/2013 #USSL2013 21
22. steps to tell great stories
23. 4 Steps 1. Connect the string of facts to find the story.
2. Push beyond the facts. Tell a simple truth of your
product/service and/or humanity. Get creative. 3. Think of the
story as a moviewith a beginning, middle and end. 4. What is
catalytic? What brings people together? - Dan Portnoy, The
Non-Profit Narrative4/4/2013 #USSL2013 23
24. Effective Storytelling The Force Volkswagen
commercial4/4/2013 #USSL2013 24
25. Using the 4 Steps1. Facts: Passat demo nice house, family,
children of the 70s. Benefit: remote start.2. Push beyond the
facts: Passat makes people feel goodabout themselves, can create
special moments with yourfamily.3. Beginning: Kid with imagination.
Middle: Kid struggles tofeed imagination. End: Kid succeeds and is
stunned!4. Truth about being human: Imagination rewarded:Moments
like this bring people closer together. 4/4/2013 #USSL2013 25
26. Social Media Case Study Storytelling & Call to Action
The Goal: The Hurdle: A two-step Win the contest registration
process & single- to open for vote limit.4/4/2013 #USSL2013
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27. Social Media Case Study Storytelling & Call to Action
Goal: Get more online votes than the other four bands. Strategy:
Mobilize friends and family to spread the word on Facebook/Twitter
Assets: Links to our music, blogs on my site, band site Problems:
Voters have to register as a FoxFanatic first and confirm through
their email. Then they could only vote once. Not easy to explain,
too many steps, not easy-to-share instructions. Bottom Line: We
needed to tell a story that would resonate enough to make strangers
want to register, vote, and share.4/4/2013 #USSL2013 27
28. 4 Steps1. Facts: The Dead Girls are big KISS fans and would
make an excellent opener.2. Push beyond the facts: They are all
huge KISSfans, have been since they were kids. Help make adream
come true.3. Beginning: 7-year-old kid dresses up as KISS.Middle:
KISS inspires him to play music, which hedoes for almost 20 years.
End: Give the story ahappy ending.4. Truth about being human: As
cheesy as itsounds, you can make a dream come true. 4/4/2013
#USSL2013 28
29. How to Make Story Resonate? Its a good story, but how do
you tell it? Saying Please vote for us! With pictures of the band
an mp3s of the music aint gonna do it.4/4/2013 #USSL2013 29
30. Visuals Make the Story Eden Prairie, MN at Grannys HouseWe
had yet to hear KISSmusic, but I knew themfrom the KISS cards I
hadgotten at the grocerystore.So we lip-synced andmimed our
"instruments"to the only 45 record Ihad--Glen Campbells"Rhinestone
Cowboy."4/4/2013 #USSL2013 30
31. Tapped Into Nostalgia and Basic Human EmotionsWe knew the
SpaceAce, Catman, andDemon, but no onewanted to be Paul Stanleycuz
he only had a star onhis face and we didntknow his name (It
wasStarchild!).Our cousin Julie had totake his role, it wasdecided,
and we calledhis character"Poopyman."4/4/2013 #USSL2013 31
32. Put a Face on the Campaign (Or a Blank Slate Anyone Could
Identify With)Placemats fordrums, crayons for sticks,Lite Brite
logo:Ready to rock!4/4/2013 #USSL2013 32
33. The Result? Dreams Do Come True /4/4/2013 #USSL2013 33
34. Thank you Let us know how we can help! Eric Melin
@SceneStealrEric @Spiral16