the future of storytelling - ragan communications · team structure • social business team leads...
TRANSCRIPT
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The Future of Storytelling
Adam Hernandez
Southwest Airlines
@SouthwestAir
@adamchernandez
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Instagram:
@adognamedqueso
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Today’s Objectives
• Organize your team for optimal success
• Use social listening to create the foundation for strong storytelling
• Draw on social customer care teams to create surprise-and-delight moments
• Identify customer stories and experiences that are perfect for storytelling
• Transform these customers into brand advocates and brand ambassadors
• Activate in real-time content marketing that matches brand guidelines
• Better train employees in social media with situation-based learning inspired by
customer and employee experiences
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Organize your team for optimal
success
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Team Structure
• Social Business Team leads social strategy and managers vendor relationships for
social listening, social engagement, and social publishing
• Social Business Team coordinates with Marketing, Communication, and Customer
Relations departments on storytelling and real-time content marketing opportunities
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Use social listening to create the
foundation for strong storytelling
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Listening is one of our greatest strengths!
• Foundation for Social Customer Care
• Unsolicited Customer Feedback
• Embeds the Voice of the Customer into the Operation
• Early Warning System for Potential Threats
• Stimulates Innovation and Change within the Company
• Informs storytelling and real-time content marketing
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This is the Listening Center
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• The Listening function is managed by the Social Business Team.
• The Social Business Team manages the daily operation of the Listening Center while
leveraging other teams to implement tactics.
• The activities that take place in the Listening Center are supported by other teams
• The Listening Center has a strong operational arm to support the objective to move from
insights to action
Listening Center Org & Governance
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Every seat has a story.
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Southwest Heart is everywhere…
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…but we have to listen in order to act on those stories.
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Meet Reecie. She works at DCA.
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Reecie’s story began as an Instagram post.
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We amplified her story.
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Takeaways.
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Listen to social conversation about
your brand
Utilize Employee strengths.
Convert social sensations into
marketing campaigns.
Turn your Employees into a functioning
newsroom.
Social Listening Fuels Storytelling
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Meet Hudson.
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We found Hudson on Facebook.
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Then Hudson became a story on our blog.
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Hudson was reunited with the waving Pilot.
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Our videographers captured the moment.
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From there, Hudson’s story grew.
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From there, Hudson’s story grew.
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Takeaways.
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Accentuate your Customer’s talents
and passion points.
Rally around Customer content that
reinforces who you are and what you
represent.
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Listening can also inform your real-time content marketing.
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Who placed a bet on a baby name?
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Did you watch the live broadcast?
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What’s in your bag?
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Takeaways.
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Listen to trending topics and hashtags.
Have a content strategy in place –
know what works and what doesn’t
work.
Develop real-time content marketing
guidelines with your Marketing,
Communication, and Legal teams.
Move fast so the opportunity doesn’t
pass you by.
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Draw on social customer care teams
to create surprise-and-delight
moments
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Meet Chris.
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Chris wrote this great blog post about
his experience.
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Meet Reagan.
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Ragan got the experience of a lifetime.
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Reagan’s story was amplified on our
social media channels.
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BREAK
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Let’s practice…
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How would you tell that
story?
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Use storytelling in social media
training for Employees
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It’s time to play: Know Your Social Media Policy!
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Proprietary & ConfidentialPage 45
Basic Social Media Training
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Proprietary & ConfidentialPage 46
Basic Social Media Training
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Proprietary & ConfidentialPage 47
Basic Social Media Training
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Proprietary & ConfidentialPage 48
Basic Social Media Training
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Proprietary & ConfidentialPage 49
Basic Social Media Training
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Next contestant!
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Proprietary & ConfidentialPage 51
Basic Social Media Training
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Proprietary & ConfidentialPage 52
Basic Social Media Training
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Proprietary & ConfidentialPage 53
Basic Social Media Training
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Proprietary & ConfidentialPage 54
Basic Social Media Training
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Proprietary & ConfidentialPage 55
Basic Social Media Training
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Final contestant!
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Proprietary & ConfidentialPage 57
Basic Social Media Training
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Proprietary & ConfidentialPage 58
Basic Social Media Training
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Proprietary & ConfidentialPage 59
Basic Social Media Training
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Closing Thoughts
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Every tweet has a story.
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Every Facebook post has a story.
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Every seat has a story.
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