will it spread? by elle shelley
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Insight into what a brand is and what it's not - by Elle ShelleyTRANSCRIPT
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Wi! It Spread?
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A little about me
I’m E!e. I founded Pinba!.
{@ElleShelley | #LunchAndLearn | #WillItSpread}
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What’s with the name?Old Sch"l: Bowling
New School: Pinball
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We build brand stories.
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Your brand is not
logo, colors, fonts
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Your brand is
the stories people tell about it. These stories can be carefully
crafted to change how people talk, feel, act and think.
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Why use stories to build your brand? “76% of consumers
believe companies are untruthful in their advertising.”
source | Bold Mouth’s “Perceptions, Practices, and Ethics” report
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The most brilliant brand stories go viral.
And speaking of viral, let’s debunk a myth:
Viral Marketing is useless.
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You CAN
to build your brand. harness the power of viral
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Introducing the Viral Algorithm B! x (PM) x (OM) x (EM) = VIRAL MAGIC
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Introducing the Viral Algorithm B! x (PM) x (OM) x (EM) = VIRAL MAGIC
Paid Media
Owned Media
Earned Media
Viral Coefficient
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Let’# define Paid, Owned, Earned Media
Paid
Owned EarnedMedia
Facebook Ads, Banner Ads, Sponsored stories, Sponsored Tweets, Sponsored Trends, YouTube Ads
Websites, landing pages, blogs, Branded Facebook/Twitter, white papers.
Traditional Media coverage, guest blogs, testimonials, Re-tweets, shares, comments.
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You can control Paid, Earned + Owned!
Good news!
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You can’t control the x, which is called the Viral Coefficient.
Bad news:
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What the F?#K is a Viral Coefficient?
(Let’s do a little experiment)
Viral coefficients appear as coefficients in the viral expansion of the pressure of a many-particle system in powers of the density, providing systematic corrections to the ideal gas law. They are
characteristic of the interaction potential between the particles and in general depend on the temperature.
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You're not just telling a story for the sake of telling a story—you're using it to achieve your brand’s objectives.
Viral Principle #1 | Know Your Objectives
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Example: BlendTech – Wi! it Blend?
Tactic to Try #1 | Increase Market Share
Every brand has Social Currency – something interesting that people will talk about, both online and offline. The job of a
Brand Storyteller is to identify Social Currency and use it to help move the
business forward.
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Example: Corning | A Day of Gla$
Tactic to Try #2 | Generate Leads
A brand’s Social Currency doesn’t have to be whatever good or service is
available today. In fact, some of the best Brand Stories provide a peek into the future, creating demand for products
before they’re available.
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Example: Do!a% Shave Clu&
Tactic to Try #3 | Objection Handling
Overcome resistance by crafting brand stories to handle sales objections. These can be fun, tongue-in-cheek ways to get
new customers.
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Viral Principle #2 | Know you Audience
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Ever tried to spread cold butter on bread?
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Build the RIGHT community Scientific Community Building
Fans0 1M
Energy (Time & Money)
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Example: Ore': Dunk in the Dark
Tactic to Try #4 | Capitalize on Real-world Events
Timing is everything. Keep your eyes and ears open for organic opportunities
to hijack trending topics and news stories.
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Every brand has a story – what’s yours?
Viral Principle #3 | Know your story
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How You Craft Your Story
Tell your story through the words of others. Highlight the conflict and struggle.
Stories are about mistakes and struggle, because that's how we learn.
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Example: Domin'’# | Pizza Suck#
Tactic to Try #5 | Good Guys + Bad Guys
Every story has to have some kind of bad guy, or there's no story.
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Example: Hol() | Manife('
Tactic to try #6 | Motivate and Inspire
Engage the senses – visuals and music. People remember stories better than facts, and they remember stories that engage the
senses more than ones that don't.
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Example: Kmart | Shi* my pant#
Tactic to Try #7 | Introduce New Products + Services
Stories get people involved at a deeper level because they engage the senses and emotions and activate the brain. We learn
more and remember better.
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Strong Brands Produce Higher Returns
The ROI of Brand Storytelling
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Strong Brands are Valuable Aassets
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Strong Brands have inherent value have inherent value
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And because every brand deserves a happy ending!
–AGATHA CHRISTIE, British Novelist & Playwright
“With method and logic one can accomplish anything.”
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THANK YOU!