DigiRevCon is a day of forward-thinking, actionable sessions with a focus on emerging trends in marketing. Thought leaders from companies including Harpoon Brewery, Cantina, Boston Interactive, Conductor, Life is Good, Wagamama, and Skyword will share their insights on social media, content marketing, the mobile landscape, analytics, and more.
The DigiRevCon Speaker Series are posts contributed by these speakers, which highlight content to be presented at DigiRevCon.This post is contributed by Skyword Marketing Content Specialist Ted Karczewski. To learn more, catch Skyword President Rob Murray's session, "Telling Great Stories – How & Why Leading Brands Have Moved From A Copywriting To A Storytelling Mentality." Get your tickets today!
I found what makes a good story great when I clicked a Google link and landed on a Yahoo! Answers page.Over the next few minutes, I’ll bring you through my emotional storytelling discovery process—and give you the tools you need to write better content. But first, back to Yahoo! Sometimes when faced with difficult questions, instead of using available research channels, I turn to average people for answers. In marketing, we tend to get stuck in our industry bubbles, and a straightforward answer can be hard to come by. MRY’s Chief Marketing Officer David Berkowitz described a similar revelation in his HubSpot Inbound presentation. Berkowitz laments, “I’m a storyteller at a storytelling company helping deeper-pocketed storytellers tell their stories, and then I go on the road and tell stories about all that while listening to others’ stories until it’s time to go to bed and do the whole thing over again. This is my existence.” In the end, a story goes nowhere and offers no value unless a relationship with the reader is established, Berkowitz concludes. Similarly, the four responses I encountered on Yahoo! Answers suggested that characters are what make a story great. Relatable, interesting, complicated characters fuel curiosity. These somewhat anonymous Yahoo! users are on to something—but what makes a good character great? For the answer to this question, I turned to two completely unrelated sources:
- Andrew Stanton, an American film director and screenwriter whose works include Toy Story and Finding Nemo.
- Two girls who wrote a satirical Craigslist advertisement looking for fall boyfriends.
1. GENERAL ELECTRIC
By now, saying that General Electric is great at emotional storytelling borders on cliché—but the company merits a shout-out. In a recent Content Marketing World presentation by GE’s Katrina Craigwell, the idea of giving influencers and cultural icons the wheel when it comes to driving brand storytelling came to a head as she played the company’s “Drop Science – Matthew Dear + The Sounds of GE” campaign video (see below).
Craigwell and the team at GE put Matthew Dear, a well-known DJ, at the center of a new campaign that, at its core, is cool. While the surface of the story focuses on Dear’s music-making abilities, throughout the story line, GE adds compelling insight into the power of acoustics. For example, GE uses the technology to tell, far in advance, if there’s an underlying issue with any of its equipment.
2. GOOGLE FOR WORK
Google For Work, formerly Google Enterprise, turns its Google Maps customers into champions of innovation and work efficiencies through its See Further campaign. Built to hold six installments, the See Further campaign profiles thought leaders within enterprise organizations and gives them a platform on which to amplify their Maps-related strategies—resulting in stories such as how Maps helped one nation prepare and respond to national disaster, or how an organization used Maps to inform stakeholders about product integrity. These beautifully crafted stories give authentic characters the spotlight and allow them to tell their stories to the masses, building loyalty and credibility among Google’s audience at once.
3. JACK DANIEL'S
“Storytelling is at the heart of the Jack Daniel’s brand,” Client Brand Director Laura Petry tells Adweek. “Everyone loves a good bar story. I do. You do. Your mom probably does, too. It’s a shared experience and part of the reason we all go to bars in the first place. A great story is the trophy of a great night out. So it made sense to document and share these great stories with the world.”
And that’s exactly what Jack Daniel’s did in its Tales of Mischief, Revelry and Whiskeycampaign, which features seven videos, 11 audio stories, and six written articles that aren’t scripted and feature real bar stories from around the United States.
Designed as an immersive content experience, Jack Daniel’s campaign not only pulls you in, but it makes you feel as if you’re at the bar with the storyteller. It makes you want to pour yourself a glass of whiskey—or two—before heading out with friends. See an example here:
How could the NFL, with arguably one of the most sophisticated PR departments in the world, handle a social media fiasco so poorly? Fans were enraged over the actions of Ray Rice and the lack of response from NFL. At 451 Marketing, we had the opportunity to sit in on a webinar on Social Media Crisis Management: Lessons from the NFL, on this very issue.
Here are a few key points that I took away:Bad news gets worse the longer it takes to come out - NFL officials were reluctant to admit that they had seen the video before it was leaked. It took 10 days for Goodell to respond to the crisis and hold a press conference. This is an unacceptable amount of time to address such a controversial and sensitive issue. To many, the damage was already done. This hurt the NFL's credibility and made its job of getting its views heard that much harder. Beware of the “Rolling Thunder”- It is usually best to break up a big announcement into a few smaller ones. A bigger announcement, like Goodell’s press conference, addressed all the issues at once. This can be overwhelming and leaves room for heavy scrutiny. Smaller announcements allow the public to get the main ideas and digest it easier. Know what is being said - There were a lot negative comments flying about on the Internet in response to the NFL and its mishandling of the Ray Rice scandal. Although the NFL could not foresee the leak of the video, daily scans of keywords is a good way to see the ratio of positive comments vs. negative comments and help to predict future crises.
Appearances matter- The delivery of any message is key, especially when it is an apology. Although Goodell said all the right things, his delivery was insincere and lacked emotion. This led many to not believe his apology and take his words seriously.
Don’t censor comments - Just because there is negative content floating around doesn’t mean it should be censored. People are expressing their views and they are upset—you can’t deny them of that. Language should only be censored when words turn foul.Know your audience and be sensitive to their issues - Domestic violence is an extremely sensitive issue, especially when almost half of the NFL fan base is female. The NFL’s initial reaction to Ray Rice’s violence was seen as unsympathetic to the issue of domestic violence.
Utilize social media in a positive manner- Many people were expressing their views on the Ray Rice scandal via Twitter and Facebook. This doesn’t have to be a place strictly for negative attention. The Facebook page, NFL 12th Man, was a place where positive messages about the NFL could be shared. This helped the league’s image. It is also important to post third party content that helps support your cause. In conclusion, following these guidelines can help to prevent and control any media crises that may arise. From the NFL’s handling of the situation we are able to analyze and see what is most effective and what we may want to avoid if ever in a similar situation. ** Written by Consumer PR intern Kelly O’Connor, Lesley University (Class of 2015)
The full agenda for DigiRevCon can be viewed online the conference website: www.digirevcon.com Tickets are on sale now for $179 and include a full day of sessions, networking, lunch, and post-event drinks. Tickets are available for purchase here: http://bit.ly/DigiRev14 DigiRevCon is presented by 451 Marketing, an award-winning marketing and communications agency. Event sponsors and partners include Conductor, Cantina, IdeaPaint, Boston Interactive, HALO Branded Solutions and AlphaGraphics.
Down the long pier, I passed the session rooms until I reached the “Partner Ecosystem,” where we had one of the most amazing booths I’d ever seen. It was decorated with bright red chili-pepper lights, our signature 451 Hot Sauce and a whole bunch of 451 SWAG.
Before I knew it, it was time for my first session: Breakout Lab C. Together with my fellow agency search engine optimizers and marketers, we played a “Who Wants To Be a Millionaire” themed game, in which we were quizzed on certain features of the software. I won a $25 Amazon Gift Card! During Seth Besmertnik’s speech, he introduced the idea of “Galileo Syndrome”:
Galileo syndrome is all about challenging the status quo. We have entered a new era of marketing and it’s important that we do not give up hope when faced with untraditional ways of thinking. Unfortunately, Galileo was punished for playing a major role in the scientific revolution and discovering that things revolved around the sun. I’m pretty sure marketers won’t be convicted for having a desire to challenge accepted conventions, or at least I hope so; especially in the SEO industry, things are always changing. Throughout the rest of Besmertnik’s keynote, we were seasoned with the idea of “Web Presence Management.” For years, our jobs were to focus on choosing the right keyword, placing it in a meta tag, making sure to link the keyword in anchor text and build links.
Today, we are more than that.
As an SEO in a digital marketing agency, I am able to provide information across various departments. My insights are able to guide business strategies and in most cases I am a central part in crafting that strategy to ensure the best chance of success for our clients. Next up was the presentation I’d been waiting for: Seth Godin’s keynote. For an hour, I soaked up his fun facts and practicalities about digital marketing in this day and age; no slide deck, no fancy animations, just Seth and a microphone. I don’t think I’ve ever been so enthralled in someone’s dialogue before. For day two, my favorite session was an Agency Success Panel. One of the questions from the audience was along the lines of what we, as SEO’s, call ourselves now that the marketplace has changed so much. Since the industry has changed significantly over the past few years, everyone had a different answer.
One of the panelists described SEO as “ecosystem optimization” because we optimize every area of an agency. Another said that we were considered a “digital conductor.” The point is, as Search Engine Optimizers, we think more like marketers in 2014. Our job is no longer about fitting a keyword into a page and manually mapping a 301 redirect. One of the most important lessons I got out of C3 was that I shouldn’t limit myself as an “SEO.” My goal at 451 is to influence business; with this knowledge, I am uniquely positioned to influence multiple types of mediums. Because of that, I have the ignition to continue to fight for an epidemic of “Galileo syndrome.” We have entered a completely new realm of marketing and it’s important that we do not give up hope when faced with untraditional ways of thinking. It’s what makes us successful, and in an industry like this, we need to be ready for change.