Social Media Marketing

User Generated

wbar9877

Business Finance

Description

Questions and lecture file in the attachments

Unformatted Attachment Preview

1- WHAT DO THEY WANT? What do your customers want as it relates to your product or service? 2• VILLAIN - Is there a root cause of your customers' problems? Can you personify this root cause as a villain? What is the villain in your customer's story? • EXTERNAL- What is a problem your customers deal with as it relates to your product or service? • INTERNAL - How is this villain making your customers feel? • PHILOSOPHICAL - Why is it "just plain wrong" for your customers to be burdened by this problem? 3• EMPATHY - What brief statement can you make that expresses empathy and understanding? • AUTHORITY- How can you demonstrate competency in solving your customer's problem? 4• PROCESS - Are there 3 or 4 steps your customers can take that would lead them to a sale or explain how they would use your product after the sale? • AGREEMENT- List the agreements you can make with your customers to alleviate their fears of doing business with you. 5• DIRECT - What is your direct call to action? • TRANSITIONAL- What transitional calls to action will you use to on-ramp customers? 6- List the positive changes your customers will experience if they use your product or service. 7- List the negative consequences your customers will experience if they don't use your product or service. 8- FROM - How was your customer feeling about themselves before they used your product or service? • TO- Whom will your customer become after they use your product or service? What is their aspirational identity? Storytelling Professor Jay Mandel Jack Welsh College of Business Sacred Heart University First, Some Feedback on the audit assignment Who is your audience? Identifying a target audience of consumers is among the most crucial elements for a new business operator to consider. Without knowing your target market, or whether an audience even exists, you can't realistically expect your business venture to survive. Learning to distinguish between different audiences makes it easier to determine what segments of consumers truly support your business and whether they are going to become more than one-purchase customers. Each color represents a different company More focus on competition Who are they? What worked for them? What didn’t work? Gaps you can address? Are you in the lead? Challenger brand? I wonder what happened here? Show how you got to insights and recommendations hmmm? Write plans in Third Person The third person (he, she, it, they) sounds more professional and business-like. If you use the first person, you tend to sound like a cheerleader and less like a reasonable person. https://www.grammarly.com/blog/first-second-a nd-third-person/ Marketing plans are live documents As you learn more, include it. If you change your mind, revise it. Even after you have launched! https://leankit.com/learn/lean/3-key-concepts-of -lean-process-improvement/ Use more sources than Hootsuite. Blow out your strengths weaknesses, opportunities and threats. Also consider Geo Political environment. Make it easy to read and consume Followers, likes, and comments have very little to do with your overall success online. Metrics that matter Engagement - percentage of your followers who are engaging with your content through likes and comments. Conversions - the number of actions your followers take with regards to your content. How to calculate engagement Total # of Likes + Comments in the Past 30 Days: ____________ Total # of Posts in the Past 30 Days: _____________ Total # of Followers: _____________ Total Likes + Comments DIVIDED BY Total Posts: ___________ Average Likes + Comments DIVIDED BY Followers: ________ MULTIPLY Engagement by 100 to Get a Percent: ________% How do you know what’s good engagement? Conversions Some example conversions are: visits to your website, opt-ins to a mailing list, direct messages via comments on posts, or inquiries. Whatever conversion factor you choose to measure, the goal is to measure that same factor for 90 days. Stats to Include ● ● ● ● Current Followers ○ Follower Growth - Last 30 Days ○ Engagement Rate - Last 30 Days ○ Post Frequency - Last 30 Days ○ Story Frequency - Last 30 Days Current Conversions ○ Type: ○ Number: Most Engaging Post Last 30 Days for your brand and competition. ○ Photo: ○ Caption: ○ Hashtags: Least Engaging Post Last 30 Days ○ Photo: ○ Caption: ○ Hashtags: A format to consider Storytelling Building a story brand Your customer should be the hero of the story, not your brand. Simply put, the more simple and clear a message is, the easier it is for the brain to digest. 3 things in 5 Seconds What you offer How it will make their lives better What they need to do in order to buy it. Principle 1: The Customer is the Hero, Not Your Brand Open Up a Story Gap When we define something that our prospects and customers want, you create a story gap in their mind with them wondering if you can fill the gap for them. Choose a Single Focus You can't focus on multiple things. Your brand needs to be known for one story, and one story only. Choose a Desire Relevant to Their Survival ● conserving financial resources; It's not enough to create any old desire, it needs to be something that is relevant to their survival, which these days means things like: ● considering time; ● building social networks; ● gaining status; ● accumulating resources; ● the innate desire to be generous; or ● the desire for meaning. Principle 2: Customers Buy Solutions To Internal Problems Every Story Needs a Villain In a story, a villain creates an external problem that causes the hero to experience an internal frustration, that is philosophically wrong. Four Characteristics of a Villain 1. The villain should be a root problem. For instance, frustration isn't a villain - the high taxes that make us frustrated, are. 2. The villain should be relatable - your customers should immediately recognize it as something they hate. 3. The villain should be singular - too many villains and a story falls apart. 4. The villain should be real - don't invent a villain that doesn't exist. The external problem The external problem is a physical and tangible problem the hero must overcome. The ticking time bomb planted by the villain in an action movie is a classic example. The internal problem The internal problem is where the magic happens. In most stories, the hero struggles with the question of whether or not they have what it takes to solve the external problem. This inner frustration is what people are truly motivated to solve. Apple solves the inner frustration of being intimidated by computers. The philosophical problem The philosophical problem is all about the question why. Why does this story matter in the grand scheme of things? People want to be involved in a story that's larger than themselves. Let’s walk through questions ● Is there a single villain you can stand against? ● What problem is that villain causing? ● How does that external problem make your customers feel? ● Why is it unjust for people to have to suffer at the hands of this villain? Principle 3: Customers Are Looking For A Guide Why do we need a hero ? Position your brand as a guide: When we empathize with our customer's dilemma, they feel like we understand them. Customers want to do business with brands that they feel they have something in common with. Express Empathy Position your brand as a guide: We want our guides to be likeable and to be like us, but we also want them to have experience helping other heroes conquer their challenges. Demonstrate Authority Ways to Demonstrate Authority ● ● ● ● Testimonials (other people describing their success with your brand), Statistics (how many people have you helped), Awards (which work even if customers haven't heard of the award), Logos (if you are in a B2B environment). Principle 4: Customers Trust a Guide Who Has a Plan Imagine…. Imagine your customers standing at the side of a rushing creek they want to cross. They hear a waterfall downstream, and start to wonder what might happen if they fell in and went over the falls. The process plan This is the plan that tells your customer how to buy your product, how to use your product, or both. These plans are about eliminating confusion. The agreement plan This is a list of agreements you make with your customers to help them overcome the fear of doing business with you. Principle 5: Customers Do Not Take Action Unless The Are Challenged To Take Action Just ask Quite simply, you need to ask your customer to take whatever action you need in order to advance the sale. Direct Calls to Action Direct calls to action include things like "buy now" or "schedule an appointment" - it's the ultimate step you want them to take while they are on your website. Transactional Calls to Action These are the intermediary steps you can ask your customer to take before they purchase. They contain less risk for the customer and are usually free. Some examples include asking people to watch a webinar, download a pdf, or take a free trial. Calls to Action do three powerful things for your brand: ● They stake a claim to your territory. If you want to be a leader in a certain territory, stake a claim before your competition beats you to it. ● They create reciprocity. The more generous you are in giving away free information, the more likely your customers will be to purchase from you in the future. ● They position your brand as the guide. Principle 6: Every Human Being Is Trying To Avoid A Tragic Ending Every great story includes what's at stake. They always tell you the terrible things that will happen to the hero if they don't succeed. For instance... if you were a used car business you might consider using the fears of: (a) getting ripped off by a used car salesman (b) being stuck with a lemon and (c) feeling taken advantage of. Principle 7: Never Assume People Understand How Your Brand Can Change Their Lives. Tell Them The ending to the story should be specific and clear. You need to make it crystal clear what your customers lives will be like if they use your product or service. Winning Power and Position If your brand can help your customer more esteemed and respected, and appealing in a social context, you are offering something they want. Brands like Mercedes and Rolex sell status as much as they do luxury. Union That Makes The Hero Whole The idea here is that the hero is rescued by somebody or something else that they needed in order to be made complete. Ultimate Self-Realization or Acceptance We all feel the need to reach our potential. At the core of this need is the desire for self-acceptance. Conclusion The process of creating a StoryBrand is simple, but it's not easy. But in the end, it's worth its weight in gold. Clearly communicating how your company can participate in the transformation of your customer not only helps you sell more to everybody who hears about you, it also helps you create brand evangelists. And that is the most powerful marketing tool of all.
User generated content is uploaded by users for the purposes of learning and should be used following Studypool's honor code & terms of service.

This question has not been answered.

Create a free account to get help with this and any other question!

Similar Content

Related Tags