how to create & promote epic brand stories
TRANSCRIPT
![Page 1: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/1.jpg)
@MediaWyse #StateofSearch
Mastering StorytellingLisa GerberBig Leap Creative@lisagerber
Casey MarkeeFounder, Media Wyse@MediaWyse
![Page 2: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/2.jpg)
@MediaWyse #StateofSearch
![Page 3: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/3.jpg)
@MediaWyse #StateofSearch
“People buy brands, products, and services because they LOVE their stories.
People buy stories more than anything else. Business is ALL Storytelling!”
![Page 4: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/4.jpg)
@MediaWyse #StateofSearch
Storytelling…with Croissants?
![Page 5: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/5.jpg)
@MediaWyse #StateofSearch
Case Study: Lune PatisserieMelbourne, AUS.
![Page 6: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/6.jpg)
@MediaWyse #StateofSearch
Case Study: Lune PatisserieMelbourne, AUS.
Would you wait 45 minutes in line for a Croissant?
![Page 7: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/7.jpg)
@MediaWyse #StateofSearch
![Page 8: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/8.jpg)
@MediaWyse #StateofSearch
Branding as “Storytelling”
![Page 9: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/9.jpg)
@MediaWyse #StateofSearch
Branding as “Storytelling”
![Page 10: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/10.jpg)
@MediaWyse #StateofSearch
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.
![Page 11: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/11.jpg)
@MediaWyse #StateofSearch
Good Story Right? But what Keeps People Coming Back?
![Page 12: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/12.jpg)
@MediaWyse #StateofSearch
![Page 13: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/13.jpg)
@MediaWyse #StateofSearch
![Page 14: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/14.jpg)
@MediaWyse #StateofSearch
Storytelling 101 for Brands
![Page 15: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/15.jpg)
@MediaWyse #StateofSearch
The Science of Storytelling
100,500 Digital Words are Consumed by the
Average American every day!
![Page 16: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/16.jpg)
@MediaWyse #StateofSearch
The Science of Storytelling
92% of Consumers want Brands to Create
Experiences that Tell Stories
![Page 17: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/17.jpg)
@MediaWyse #StateofSearch
The Science of Storytelling
Our Brains Process Images 60X Faster than
Words.Stories need to be
Visual!
![Page 18: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/18.jpg)
@MediaWyse #StateofSearch
The Science of StorytellingThe BEST Brand Storytelling Follows a Classic Approach!
HERO – CONFLICT - RESOLUTION
![Page 19: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/19.jpg)
@MediaWyse #StateofSearch
The Science of StorytellingExample of this in Action: Dollar Shave Club
![Page 20: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/20.jpg)
@MediaWyse #StateofSearch
The Science of StorytellingExample of this in Action: Dollar Shave Club
Hero: Mike says “Our Blades are F**king Great!”
![Page 21: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/21.jpg)
@MediaWyse #StateofSearch
The Science of StorytellingExample of this in Action: Dollar Shave Club
Conflict: Blades are Too Expensive & Complicated
![Page 22: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/22.jpg)
@MediaWyse #StateofSearch
The Science of StorytellingExample of this in Action: Dollar Shave Club
Resolution: The “Party is On” at DSC and You are Invited!
![Page 23: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/23.jpg)
@MediaWyse #StateofSearch
The Science of StorytellingOr you can use the 5-Step Brand Story Approach!
WHO
WHY
WHATHOW
WHERE
![Page 24: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/24.jpg)
@MediaWyse #StateofSearch
The Science of StorytellingOr you can use the 5-Step Brand Story Approach!
WHO
WHY
WHATHOW
WHERE
Who is the Story for?
Users of Expensive
Razors
![Page 25: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/25.jpg)
@MediaWyse #StateofSearch
The Science of StorytellingOr you can use the 5-Step Brand Story Approach!
Why are we Telling this Story?
We have an
Alternative to Expensive Razors.
WHO
WHY
WHATHOW
WHERE
![Page 26: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/26.jpg)
@MediaWyse #StateofSearch
The Science of StorytellingOr you can use the 5-Step Brand Story Approach!
What’s the Story Message?
Our Razors are F**king
Great…and Cheap!
WHO
WHY
WHATHOW
WHERE
![Page 27: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/27.jpg)
@MediaWyse #StateofSearch
The Science of StorytellingOr you can use the 5-Step Brand Story Approach!
WHO
WHY
WHATHOW
WHERE
How Should we Tell the Story?
In a Cool Video using Humorous Imagery.
![Page 28: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/28.jpg)
@MediaWyse #StateofSearch
The Science of StorytellingOr you can use the 5-Step Brand Story Approach!
Where will we Share it?
Let’s try YouTube…and Branch-out from there.
WHO
WHY
WHATHOW
WHERE
![Page 29: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/29.jpg)
@MediaWyse #StateofSearch
The Science of StorytellingExample of this in Action: Dollar Shave Club
![Page 30: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/30.jpg)
@MediaWyse #StateofSearch
How to Find Your Story
![Page 31: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/31.jpg)
@MediaWyse #StateofSearch
Understand your Brand Story ArchetypeThere are 12 Identifiable Archetypes for Brands
![Page 32: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/32.jpg)
@MediaWyse #StateofSearch
Understand your Brand Story ArchetypeThe Entirety of the Brand Landscape can be
Cataloged
bit.ly/brand-archetypes-101
![Page 33: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/33.jpg)
@MediaWyse #StateofSearch
Understand your Brand Story ArchetypeTake the Free Quiz from KayePutnam.com
http://kayeputnam.com/brandality-quiz/
![Page 34: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/34.jpg)
@MediaWyse #StateofSearch
Invest in Persona Marketing Identify your Customers and Target with Multiple
Stories
![Page 35: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/35.jpg)
@MediaWyse #StateofSearch
Invest in Persona Marketing Persona Marketing with a Tool…and it’s Free!
http://www.makemypersona.com/
![Page 36: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/36.jpg)
@MediaWyse #StateofSearch
Invest in Persona Marketing Persona Marketing with a Tool…and it’s Free!
https://xtensio.com/user-persona/
![Page 37: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/37.jpg)
@MediaWyse #StateofSearch
Invest in Persona Marketing For more In-Depth Persona Marketing Know-How…
http://bit.ly/ipullrank-personas
![Page 38: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/38.jpg)
@MediaWyse #StateofSearch
How to Artificially “Jumpstart” your Story
![Page 39: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/39.jpg)
@MediaWyse #StateofSearch
Strategy #1 – Give it a PR “Push”
![Page 40: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/40.jpg)
@MediaWyse #StateofSearch
Strategy #2 – Connect with Influencers
![Page 41: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/41.jpg)
@MediaWyse #StateofSearch
Strategy #2 – Connect with Influencers
BuzzSumo.com
Find Key Influencers via Keyword OR find Who
Shared Content Pieces!
![Page 42: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/42.jpg)
@MediaWyse #StateofSearch
Strategy #2 – Connect with Influencers
- Little Bird -
http://www.getlittlebird.com/
![Page 43: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/43.jpg)
@MediaWyse #StateofSearch
Strategy #2 – Connect with InfluencersLittle Bird
![Page 44: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/44.jpg)
@MediaWyse #StateofSearch
Strategy #2 – Connect with Influencers
FollowerWonk.comSort your Followers by “Authority” then reach-out via DM & @replies
![Page 45: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/45.jpg)
@MediaWyse #StateofSearch
https://www.linkedin.com/pulse/discover
Strategy #2 – Connect w/ Influencers Linkedin.com
![Page 46: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/46.jpg)
@MediaWyse #StateofSearch
Pro Tip: You can DM any member of a Group!
Strategy #2 – Connect w/ Influencers Linkedin.com
![Page 47: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/47.jpg)
@MediaWyse #StateofSearch
Strategy #2 – Connect w/ Influencers Linkedin.com
Pro Tip: You can DM any member of a Group!
![Page 48: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/48.jpg)
@MediaWyse #StateofSearch
Strategy #3 – Email HunterReach-out to Influencers via Email
https://hunter.io/
![Page 49: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/49.jpg)
@MediaWyse #StateofSearch
Strategy #4 – Guest Blogging….But HIGH-QUALITY
![Page 50: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/50.jpg)
@MediaWyse #StateofSearch
Strategy #4 – Guest BloggingUse Google Search Operators:
Keyword/yourCompetitorName + “guest blog”Keyword/yourCompetitorName + “guest blogger”Keyword/yourCompetitorName + “guest Column”Keyword/yourCompetitorName + “guest article”Keyword/yourCompetitorName + guest postKeyword/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/guestKeyword/yourCompetitorName + inurl:contributors
Keyword/yourCompetitorName + “guest blog” + inanchor:contactKeyword/yourCompetitorName + “guest blogger” + inanchor:contactKeyword/yourCompetitorName + “guest Column” + inanchor:contactKeyword/yourCompetitorName + “guest article” + inanchor:contactKeyword/yourCompetitorName + “write for us” + inanchor:contactKeyword/yourCompetitorName + “write for me” + inanchor:contactKeyword/yourCompetitorName + “become a contributor” + inanchor:contactKeyword/yourCompetitorName + “contribute to this site” + inanchor:contact
![Page 51: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/51.jpg)
@MediaWyse #StateofSearch
Strategy #4 – Guest BloggingGood Outreach Example:
![Page 52: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/52.jpg)
@MediaWyse #StateofSearch
Strategy #4 – Guest BloggingBAD Outreach Example:
![Page 53: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/53.jpg)
@MediaWyse #StateofSearch
Strategy #3 – Guest BloggingBoomerang that Baby!
http://www.boomeranggmail.com/
![Page 54: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/54.jpg)
@MediaWyse #StateofSearch
Strategy #5 – Encourage Customer Storytelling
![Page 55: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/55.jpg)
@MediaWyse #StateofSearch
An Epic Story is NOT Necessary for Success….but it Certainly Helps!
![Page 56: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/56.jpg)
@MediaWyse #StateofSearch
Thank You!
![Page 57: How to Create & Promote Epic Brand Stories](https://reader036.vdocuments.net/reader036/viewer/2022062503/58eca73f1a28ab25398b46f3/html5/thumbnails/57.jpg)
@MediaWyse #StateofSearch
Casey MarkeeFounder, Media Wysewww.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