Social, Storytelling, and Partnership Marketing in

Today’s Digital World http://www.jbmediagroupllc.com/americorp/

©2017 JB Media Institute LLC

Co-founder and Lead Instructor of JB Media Institute

www.JBMediaInstitute.com sarah@jbmediagroupllc.com@SarahDBenoit on Twitter

Sarah Deborah Benoit on Facebook

©2017 JB Media Institute LLC

Stories InspireEmotion & Feeling

Different Types of Stories

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The “Story of Self” What desires motivate you? What experiences inspired you to work in your field or pursue your line of work. What values do you have as a professional and why? Where did those values originate from? How did you arrive at this moment in the business?

The “Story of Us” Are you part of a community or team that shares your values? How do you work together towards a common goal? How can others work with you? What kind of experiences challenges, and resources do you all share?

The “Story of Now” Is there an urgent challenge to face that is calling you and your team or community to action? What path will you take to achieve our goals? What can people do in the moment? What is the outcome if people act now?

http://workshops.350.org/toolkit/story/

Decisions are Made with the Emotional and Rational Sections of Our Brains

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Antonio Damasio professor of neuroscience at the University of Southern California, Adjunct Professor at the Salk Institute, author of several books and head of the Brain and Creativity Institute has spent decades exploring the relationship between the brain and consciousness. His research in neuroscience shows that emotions play a central role in decision-making.

In his patient studies he shows that people with injuries or illnesses that affect their ability to have emotions, and therefore feelings, are no longer able to make decisions.

How Emotion Affects Memory

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http://mercercognitivepsychology.pbworks.com/w/page/32235621/Emotion%20and%20Memory

The limbic system of the brain controls emotions and motivation.

According to scientific studies and brain research, both negative and positive emotions have a powerful affect on the human memory.

Emotion Drives Action

Stories = Emotion = Action

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Great stories done with text, graphics, images, videos, downloads, etc are relatable and stir feeling. Feeling motivates people to make decisions and take actions - like making a donation, completing a volunteer form, buying a ticket for an event, sharing content, or signing up for a newsletter.

Partnership and Influencer Marketing

©2017 JB Media Institute LLC

According to Forbes Magazine contributor AJ Agrawal “Social media influencers exist on all primary social platforms: Facebook, Twitter, Instagram, and Snapchat…..Influencers are the ones holding everyone’s attention”

The Evolution of Influencer & Partnership Marketing

READ Why Influencer Marketing Will Explode in 2017

● Social Listening - Track Twitter, Facebook, Instagram, Google Alerts, hashtags, blog updates, e-newsletters, and campaigns.

● Find the Movers and Shakers - Who has an active, engaged network? Even small networks are powerful when they are engaged. Comment, share, react, retweet...get involved in the conversation.

● Look for Local, Regional, National, and International Personalities - Go where your audiences are!

How to Identify Partners and Influencers

● Connect with Niche Audiences - Targeting a niche influencers can reach more qualified people.

● Make it a Win Win Situation - The first move towards a successful partnership is sharing what you can contribute and give.

● Be Transparent and Authentic - Tell the real story of how you came together.

How to Identify Partners and Influencers

Video Marketing

©2017 JB Media Institute LLC

According to HubSpot and HighQ “78% of people watch videos online every week, and 55% watch videos online every day...65% of video viewers watch ¾ of a video...75% of senior executives watch work-related videos at least weekly...500 million people are watching Facebook videos every day...”

Video Content can Attract Big Wins

READ Why You Need to Focus on Video Marketing in 2017

● Buy and Test DIY Equipment - Use phones or tablets and test audio, lighting, and the shot frame. Buy a tripod and a microphone.

● Do Keyword and Hashtag Research - Create videos that coverage topics, issues, questions, concepts, ideas, humor and more that your audiences need and want. Write clear video titles and descriptions. What hasn’t been done by your competitors?

● Include Video Captions and Transcriptions - Make your story can be heard even without the sound.

Tips for DIY Video Marketing

● Repurpose Video Content Everywhere you Can - Amplify your message. Upload videos to social media accounts like Facebook and Twitter, embed videos on your site, on blog posts, and in e-newsletters.

● Go Live - Don’t be afraid to try Facebook Live, Youtube Live, Periscope, or Instagram Stories. Invite your network to share special moments with you.

● Go Mobile and Be Creative - Try out video apps like Hyperlapse or Boomerang for Instagram, make your content stand out.

Tips for DIY Video Marketing

Customer Service

©2017 JB Media Institute LLC

According to Social Media Today writer Dan Gingiss social media has “changed the game for customer service...The other thing social media has done is raise customer expectations….social media has had a huge impact on overall customer experience.”

Prioritize Social Customer Service

READ & LISTEN TO How Social Media Has Changed the Game for Customer Service

● Always Respond - Reply to all comments, shares, retweets, etc. Don’t leave people hangin’!

● Be Accessible - Respond to people in a timely manner, make yourself or your team available via Facebook Messenger, LinkedIn Messages, Twitter Direct Messages, etc.

● Anticipate People’s Needs - Schedule content in advance. Share keep updates on all social accounts.

Connect & Communicate with Customers Socially

● Be Personal - Get to know your network. Don’t be afraid to share your values, passions, mission, goals, triumphs and failures.

● Create Strong Calls to Action - At least 30% of the time link people to your website, blog, or landing page. Provide valuable resources, information, solutions, etc. Be useful and relevant!

● Respond to All Reviews - Reply to all reviews, positive or negative - left on sites like Facebook, Google, Yelp, etc.

Connect & Communicate with Customers Socially

Website Usability

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©2017 JB Media Institute LLC

According to writer Tracy Vides of UsabilityGeek.com “In an effort to make sites aesthetically pleasing, designers often sacrifice usability. This is a crime, considering that if the user does not find a clear value proposition within the first 10 seconds, they are very likely going to bail out. The site needs to MAKE ITS PURPOSE OBVIOUS THROUGH ITS DESIGN.”

Website Usability is Key to Digital Success

READ How Intuitive Web Design Is the Key to Better Conversions

● Use Google Analytics - How long do people stay on the site? What pages are most popular? Set up Goals to track conversions.

● Make Mobile Design Top Priority - The majority of people on the internet now use mobile devices. What does your site look like? Are you calls to action clear? Do all features function? Test on Google.

● Try Different Page Layouts - Test different versions of the homepage and key landing pages. See what converts the best!

User Experience is Your Top Priority

● Make Calls to Action Simple and Visible - CTAs need to stand out on a page and whenever possible be above the fold.

● Navigation Must Be Clean and Easy - Avoid clutter in your menu. Make sure people move around the site quickly and easily.

● Don’t Overwhelm People - In the US our brains can’t handle more than 3 choices at once. On each page offer simple options with a clickable chance to see additional options. Usable, easy to follow site architecture matters!

User Experience is Your Top Priority

Strategy = Success

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Make a PlanStep 1 = Goal Setting

● What do you want to accomplish? ● Who are you targeting? ● What calls to action and conversions are most important for your

organization or company?● How do you define success?

BE SPECIFIC!

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Make a PlanStep 2 = Choose Your Tools Wisely

● What role does your website play? ● Where do your audiences hang out online? What matters to them? ● Can your website or blog help you deliver great content? ● Do you have time to learn new tools?

IT’S BETTER TO USE ONE TOOL REALLY WELL, RATHER THAN MANY TOOLS POORLY!

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Make a PlanStep 3 = Track, Report, Evaluate, Adapt, Repeat● What tracking tools will you have in place?● How often will you review reports? ● Are any of your tools producing results? If so how can you recreate that

approach? ● Can you refine your approach if you are getting results, but not reaching all your

goals? ● Are you realistic about workload and results?

USE THE DATA TO MAKE BETTER DECISIONS!

Questions?

Thank You for Being Here!

©2017 JB Media Institute LLC