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 16

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 26

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