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@MediaWyse #SEMpdx Mastering Storytelling Lisa Gerber Big Leap Creative @lisagerber Casey Markee Founder, Media Wyse @MediaWyse

How to Create and Promote Epic Brand Stories

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Page 1: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

Mastering Storytelling

Lisa GerberBig Leap Creative@lisagerber

Casey MarkeeFounder, Media Wyse@MediaWyse

Page 2: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

Get this Presentation @ Slideshare:

Page 3: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

Page 4: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

“People buy brands, products, and services

because they LOVE their stories.

People buy stories more than anything else.

Business is ALL Storytelling!”

Page 5: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

Storytelling…with Croissants?

Page 6: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

Case Study: Lune Patisserie

Melbourne, AUS.

Page 7: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

Case Study: Lune Patisserie

Melbourne, AUS.

Would you wait 45 minutes in line for a Croissant?

Page 8: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

Page 9: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

Branding as “Storytelling”

Page 10: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

Branding as “Storytelling”

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@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.

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@MediaWyse #SEMpdx

Good Story Right? But what Keeps People Coming Back?

Page 13: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

Page 14: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

Page 15: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

Storytelling 101 for Brands

Page 16: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

The Science of Storytelling

100,500 Digital Words are

Consumed by the Average

American every day!

Page 17: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

The Science of Storytelling

92% of Consumers want

Brands to Create

Experiences that Tell

Stories

Page 18: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

The Science of Storytelling

Our Brains Process Images

60X Faster than Words.

Stories need to be Visual!

Page 19: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

The Science of Storytelling

Consumers want empathy.

Understand my problem

and address it!

Page 20: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

The Science of Storytelling

The BEST Brand Storytelling Follows a Classic Approach!

HERO – CONFLICT - RESOLUTION

Page 21: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

The Science of Storytelling

Example of this in Action: Dollar Shave Club

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@MediaWyse #SEMpdx

The Science of Storytelling

Example of this in Action: Dollar Shave Club

Hero: Mike says “Our Blades are F**king Great!”

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@MediaWyse #SEMpdx

The Science of Storytelling

Example of this in Action: Dollar Shave Club

Conflict: Blades are Too Expensive & Complicated

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@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!

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@MediaWyse #SEMpdx

The Science of Storytelling

Or you can use the 5-Step Brand Story Approach!

WHO

WHY

WHATHOW

WHERE

Page 26: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

The Science of Storytelling

Or you can use the 5-Step Brand Story Approach!

WHO

WHY

WHATHOW

WHERE

Page 27: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

The Science of Storytelling

Or you can use the 5-Step Brand Story Approach!

WHO

WHY

WHATHOW

WHERE

Page 28: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

The Science of Storytelling

Or you can use the 5-Step Brand Story Approach!

WHO

WHY

WHATHOW

WHERE

Page 29: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

The Science of Storytelling

Or you can use the 5-Step Brand Story Approach!

WHO

WHY

WHATHOW

WHERE

Page 30: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

The Science of Storytelling

Or you can use the 5-Step Brand Story Approach!

WHO

WHY

WHATHOW

WHERE

Page 31: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

The Science of Storytelling

Example of this in Action: Dollar Shave Club

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@MediaWyse #SEMpdx

How to Find Your Story

Page 33: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

Understand your Brand Story Archetype

There are 12 Identifiable Archetypes for Brands

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@MediaWyse #SEMpdx

Understand your Brand Story Archetype

The Entirety of the Brand Landscape can be Cataloged

bit.ly/brand-archetypes-101

Page 35: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

Understand your Brand Story Archetype

Take the Free Quiz from KayePutnam.com

http://kayeputnam.com/brandality-quiz/

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@MediaWyse #SEMpdx

Invest in Persona Marketing

Identify your Customers and Target with Multiple Stories

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@MediaWyse #SEMpdx

Invest in Persona Marketing

Persona Marketing with a Tool…and it’s Free!

http://www.makemypersona.com/

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@MediaWyse #SEMpdx

Invest in Persona Marketing

Persona Marketing with a Tool…and it’s Free!

https://xtensio.com/user-persona/

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@MediaWyse #SEMpdx

Invest in Persona Marketing

For more In-Depth Persona Marketing Know-How…

http://bit.ly/ipullrank-personas

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@MediaWyse #SEMpdx

How to Artificially “Jumpstart” your Story

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@MediaWyse #SEMpdx

Strategy #1 – Give it a PR “Push”

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@MediaWyse #SEMpdx

Strategy #2 – Connect with Influencers

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@MediaWyse #SEMpdx

Strategy #2 – Connect with Influencers

BuzzSumo.com

Find Key Influencers via

Keyword OR find Who

Shared Content Pieces!

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@MediaWyse #SEMpdx

Strategy #2 – Connect with Influencers

- Little Bird -

http://www.getlittlebird.com/

Page 45: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

Strategy #2 – Connect with Influencers

- Little Bird -

http://www.getlittlebird.com/

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@MediaWyse #SEMpdx

Strategy #2 – Connect with Influencers

Little Bird

Page 47: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

Strategy #2 – Connect with Influencers

FollowerWonk.com

Sort your Followers by

“Authority” then reach-out

via DM & @replies

Page 48: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

https://www.linkedin.com/pulse/discover

Strategy #2 – Connect w/ Influencers Linkedin.com

Page 49: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

Pro Tip: You can DM any

member of a Group!

Strategy #2 – Connect w/ Influencers Linkedin.com

Page 50: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

Strategy #2 – Connect w/ Influencers Linkedin.com

Pro Tip: You can DM any

member of a Group!

Page 51: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

Strategy #3 – Email Hunter

Reach-out to Influencers via Email

https://hunter.io/

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@MediaWyse #SEMpdx

Strategy #4 – Guest Blogging

….But HIGH-QUALITY

Page 53: How to Create and Promote Epic Brand Stories

@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

Page 54: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

Strategy #4 – Guest Blogging

Good Outreach Example:

Page 55: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

Strategy #4 – Guest Blogging

BAD Outreach Example:

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@MediaWyse #SEMpdx

Strategy #4 – Guest Blogging

Boomerang that Baby!

http://www.boomeranggmail.com/

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@MediaWyse #SEMpdx

Strategy #5 – Encourage Customer Storytelling

Page 58: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

An Epic Story is NOT Necessary for Success

….but it Certainly Helps!

Page 59: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

Thank You!

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@MediaWyse #SEMpdx

Page 61: How to Create and Promote Epic Brand Stories

@MediaWyse #SEMpdx

Casey Markee

Founder, Media Wyse

www.MediaWyse.com

[email protected]

@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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