march 3, 2015 · prsa nebraska chapter sponsors . brand storytelling in a digital world angie...

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March 3, 2015

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PRSA NEBRASKA CHAPTER SPONSORS

BRAND STORYTELLING IN A DIGITAL WORLD

Angie Kubicek Bailey Lauerman

@angiekub

Me Tweeting and presenting......

I’ll respond later or just interrupt me and ask

Elements of crafting a

great story

OUR STORY

What is brand storytelling?

BRAND STORYTELLING IS…

Reason for Company

Team Motivation

Product Development

Transparent View of Company

The Soul of the Company

Relationship-Building Tool

Element 1: What’s the point of your story?

What are people going to remember most after hearing it?

What is the

point of

your story?

What are

people going

to remember

most after

hearing it?

Increase

engagement

with Panda

Express

customers

That Panda

Express took

Twitter by

storm with its

massive RAK

Element 2: Character

Give your story a

personality. Make it

authentic and real to your

brand.

Write bio of persona What are needs, wants,

motivations, irritations

of persona?

What is persona’s biases?

What is their mindset?

What is your persona’s

trigger words? What are

hot buttons?

What colors, textures and

visual components do you

connect strongly with

when you think of your

brand?

Develop brand’s personas

PERSONAS MATTER

Personalize interactions

Addresses customers’

interests

Creates consistency

Shows brands promise

Element 3: The Setting

Channels

3 channels in 1950 Too many to count

In 2000 46% of adults

used internet

Source: Pew Research

In 2000 13% follow news

organizations and

journalists on social

networking sites.

33% of cell owners get

news on handheld device

Source: Pew Research 2010

37% content creators

Selecting best medium: think about message

TV/Radio •Short, snappy messages

Digital

•Emotional

•Conversational

•Personal

Highlight Panda’s brand essence about

sharing joy with guests

Facebook

Twitter

Instagram

Increase engagement

with customers

The Point Channel Setting Mood

CHANNEL SELECTION

Element 4: Add Layers

Enhance story

with plots and

subplots

“Your brand story is a collection of many stories,

each one contributing to the overarching story that

defines the brand.”

Outline key messaging

points:

• Family owned

• 1700 locations

• Highlight brand essence

• Incorporate Chinese

culture

Element 8: Anchors

Dialogue

Aesthetics

Emotion

ANCHORS

DIALOGUE

Find Influencers

Find new leads

Better your pitch

Optimize campaigns

Gather competitive intelligence

Improve customer service scores SOCIAL LISTENING BENEFITS

LISTENED TO WHAT DESIRED AUDIENCE WAS SAYING

• Bring the story and

characters to life

• Define the pivotal

moments

AESTHETICS

VISUAL SUPPORT

Infographic Videos Original Content Real-time

888 8 hours

350 prescheduled

tweets at users

who had be

“Sharing Joy” and

showing thanks in

the month of

November

EMOTION

RECAP

Established Point of story (Objective)

• Engage Panda customers in the digital space

Choose Characters (Personas):

• Guardrails to the project

Choose setting (channels)

• Twitter

• Channel stream is most appropriate for idea

• Easy to search user content; engage with non followers

Add Layers (Deepen connection to story)

• Support variety of communication messages • Family owned

• Chinese American Culture

• 1700 locations

• Brand essence

Add in Anchors (Content)

• #30DaysofThanks

• Founders participated

• Joy spotted 350 tweets before day was gamified

• Hand written notes

OUTCOMES

Fast Casual Nation’s Restaurant News CNBC Bloomberg Business Week

107,407,24 Earned Impressions

RESULTS

Over 64 million impressions

24% increase in followers • 3,000+ new followers in one day

389% increase in mentions • Sustained 16% increase in

mentions (March 2015)

Elements to strong brand storytelling:

• Element 1: Point of story

• Element 2: Character

• Element 3: Setting

• Element 4: Layers

• Element 5: Anchors (Aesthetics, Dialogue,

Emotion)

#PRSANELuncheon

March 3, 2015