executing product positioning, messaging, and social storytelling - david butler (productcamp boston...
TRANSCRIPT
© iPositioning
Executing Positioning, Messaging, and B2B Social Storytelling
David P. Butler
Founder and CEO iPositioning Inc.
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Good Morning Product Campers
Why Social Storytelling is Important Social Storytelling Game Plan Get Executing Social Storytelling
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Why Social Storytelling is Important
“STORY is the most powerful tool you have in business.”
Robert Mckee STORY in Business September 2014
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Customer Controls the Journey
Awareness
EducaGon
EvaluaGon
Purchase
Service
Social Awareness
Social Engagement
Digital Purchase
Social RelaGonship
Customer-‐controller Vendor-‐controlled
*Research from Google and Corporate ExecuGve Board Study 1400+ B2B customers Gtled “The Digital EvoluGon in B2B MarkeGng”
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Marketing Must Win the Outcome
Strategy PosiGve Business Outcome
Story
EmoGon
ConnecGon
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Social Storytelling Game Plan
“Your corporate posiGoning serves as the backbone for your content strategy.”
“The art of sharing your company’s disGnct value in ways that resonate with buyers, compelling them to engage, trust, and ulGmately buy from you.”
Ardath Albee
Digital Relevance January 2015
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Extreme Consistency
PosiGoning PosiGve Business Outcome
Message
EmoGons
AcGons
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Extreme Alignment (Everything)
Target Audience -‐ PosiGoning
AuthenGc Story -‐ Messaging
Digital DistribuGon -‐ Social
People
Content
Execu4on
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Extreme Scale (People, Data, Content)
Content
Product Marke4ng & Crea4ve Experts
EmoGons
Product Marke4ng, Social Media
Experts & Marcom
PosiGve Business Outcome
Audience
Product Marke4ng, Subject Ma@er Expert
Digital
Product Marke4ng, Social, Web & Content
Experts
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Get Executing Social Storytelling
“Content is a revoluGon in how we think about power and influence in the business world.”
Mark W. Schaefer Social Media Explained
January 2014
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Get Execution Organized
Team: The Right People, Roles, Process Strategy: Positioning, Messaging Strategy Profiles: Target Social Rainforest, Persona
Storytelling: Themes, Ideas, Narratives, Media
Platform: Capture, Target, and Deliver
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Storytelling: Positioning as Story Components
For [WHO], Negative [NEED]
Positive [DESIRED IMAGE] Uniqueness [USP]
Unlike [COMPETITION] Time [WHEN]
Connection [MESSAGE]
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For [WHO] as a Story Component
Narrative [text]
Data: [Company, Company Size, Culture, Group, Industry, Location, Name, Role, Social, Social Profile
Address, Title]
Context: [related digital media]
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Negative [NEED] as a Story Component
Narrative: [text]
Data: [Budget, Culture, People, Process, Social, Technology]
Context: [related digital media]
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Positive [DESIRED IMAGE] as a Story Component
Narrative [text]
Data: [Culture, Feature, Service, Solution]
Context: [related digital media]
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Uniqueness [USP] as a Story Component
Narrative: [text]
Data: [Better, Cheaper, Culture, Faster, Social]
Context: [related digital media]
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Unlike [COMPETITION] as a Story Component
Narrative: [text]
Data: [Competitive: Company, Culture, Image, Product, Unique
Value]
Context: [related digital media]
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Time [WHEN] as a Story Component
Narrative: [text]
Data: [Date, Place, Time]
Context: [related digital media]
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Connection [MESSAGES] as a Story Component
Narrative: [text] Data: [Analyst, Customer, Media,
Sales, User] Context: [related digital media]
Narrative: [text] Data: [Analyst, Customer, Media,
Sales, User] Context: [related digital media]
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What’s Your Authority vs. Competition
For [WHO], Negative Pain [NEED]
Positive Solution [DESIRED IMAGE] Your Uniqueness [USP] Unlike [COMPETITION]
Time [WHEN]
Connection [MESSAGE]
STORY
For [WHO], Negative Pain [NEED]
Positive Solution [DESIRED IMAGE] Your Uniqueness [USP] Unlike [COMPETITION]
Time [WHEN]
Connection [MESSAGE]
AcGons
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Distributing the Story
Week 2: Tweet
Week 2: Post
Week 2: Video
Hot Coffee Sprints Story Middle
DESIRED IMAGE MESSAGE
Week 3: Tweet
Week 3: Post
Week 3: Video
Hot Coffee Sprints Story End
USP ALTERNATIVE MESSAGE
Week 1: Tweet
Week 1: Post
Week 1: Video
Hot Coffee Sprints Story Beginning
FOR WHO NEED MESSAGE
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Get Executing
Team: The Right People, Roles, Process Strategy: Positioning, Messaging Strategy Profiles: Target Social Rainforest, Persona
Application: Themes, Ideas, Stories
Execute: Capture, Develop, Orchestrate
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Capturing and Spreading Strategy and Message
Develop • Compelling message
foundaGon and content in the context of your
• CompeGGon • Audience • Product
Capture • Capture ideas based on social
conversaGons and intelligence • Understand how and where your
message is performing the best
Deliver • Quickly and easily test your
message and content • Be part of all your most acGve
customers’ conversaGons • OpGmize and perfect the
message and content
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“Your Story is Your Strategy.”
David P. Butler Founder and CEO
iPosiGoning
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Thank You