PowerPoint Presentation

Leadership in the Social EraDave HazlehurstDirector & PartnerPh. Creative

Zoe DiamadiSr. Director Business OperationsLinkedIn

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WelcomeOutside sectorBest practiceWho we work withBest ingredients, years in the makingSlides available @googedave / slideshareAnd book

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A brilliant way of engaging you audience with content is thought the power of

Telling a good (authentic) Story

Tell stories to engage your audience that resonate with them

Who have been some of the greatest story tellers over the years.

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Hollywood.

If we learn from those that have been telling stories for decades

Hollywood film has 6, themes, formula's they follow to build emotional drivers in their audience

And they do it very well

The make the heros and the characters reflect those they want to connect with click5

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Their customers.

In the films, they have characters that will mirror or resonate with the customer of the films they want to attract

Its why avengers had the female character

Aliens sci-fi (typically a male dominant genre) female lead my wife loves Aliens (especially for hangover) days!

So, put the spotlight on your customers and you benefit by attracting those you want to engage with6

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A herosJourney

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This is backed up in science and neurology we can get people on our same same wavelength

MRI scan from research by D Hassan midn sync

When we tell stories both the storyteller and the listeners brains respond.

Our minds actually synch together its know as neurocoupling We are hard wired to try and understand each other (scouser)

Stories activate parts of our brains that allows the listeners to connect and form their own ideas and experiences around the story being told

This is marketings very own vulcan mind meld

But we have to be very careful not to hit..9

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BIG WARNING..Symptom of synthetic marketing / fabricated culture.

VIDEO

WestJet master stroke

They cared about their audience, they did a lovely thing for some passengers.They made a promise to do a good deed based on the number of shares.

Who came up with the idea?The customer service department?The HR department?

THE MARKETING DEPARTMENT

STUNT not the feel good department

They made damn sure they caught every second of the experience on camera and even filmed the making of it too.

Im not being cynical, Im demonstrating the corporate value of understanding how to manipulate human emotion.Im highlighting the value of building this into a plan, a process and an outcome that adds value to a business otherwise whats the point.

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What are the people tales that must be told from your business

Vodafone work been doing recently on how to Pitch the brand in the recruitment process they gave me a load of numbers!

Virgin Heart felt serviceVirgin Acts of random kindness part of virgin magic stories of engineersRemote controlThey guy who though his virgin media wasnt working

Breed , cultivate stories but these are.Real-life stories

Marketing starts with HR Hows to say marketing should sit within HR

Need have a process to find and cultivate these real life stories, demonstrating.

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What are your companies legends?

The greatest stories you want to tell?

The people stories that resonate with the feelings and thoughts of those you want ot connect with.Your employees will have stories they tell about why it is they work with you set them free become a brand that love to tell stories

People are x10 more likely to connect with people in the brand than the brand itself what's you plan to leverage this?The same for you suppliers how do the agencies you engage how much to they take time out to get you so they can tell stories to help engage the talent and connect them with you?

Tell story of BAE persona workshop magic happened

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Stories should just end the end is a catalyst for the next story

The great things about a story is that they live on, and keep getting toldCreate anticipation. Keep your EVP alive showing candidates the experiences that resonate with them

Dont get to caught up in your brand history and heritage (by all means honor it), but look to now and the future as well people will want to be part of shaping the next chapters in your stories, which is a new chapter for them

Stories will be the foundations for trust and loyalty with people. encourage your audience to tell stories for and about you

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The power is in your hands..

The ROI is thereHow much do you want to ehl you business Be seen and inspireGain tractoin onlineBuild a communityBecome a thought leaderBuild a community of influencersDrive attribution and ROIHelp people feel positive towards you and your brand

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WHATS YOUR STORY?Exercise

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EXERCISE 1Whats you why? (why are you doing it? overarching or next piece of content?)How will it help your audience, persona;How will it be delivered OR what will be the outcome?

Why should I come and work for you?Why?

I dont care game.

Whats you Content marketing wht Why?Whats your the mission for your content?

Target audienceWhat you will be deliveredWhat the outcome will be?

Target Audience (Personas) Why and How you will help them?

(need to give example write one for Ph, or show others.)Example company

NEED EXAMPLE

This can be an exercise how do we show (your turn) visually?We need to provide an example verssion lets create one for Ph

EXERCISE 1Whats you why? (why are you doing it? overarching or next piece of content?)How will it help your audience, persona;How will it be delivered OR what will be the outcome?

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Its been emotional.!18