How to communicate the brand through storytelling and social media?
LO1
What is a brand story and what makes a good brand story?
What
is a brand story?
Brand story is a cohesive narrative that
encompasses the facts and feelings that are created by your brand.
Brand stories are timeless links to
ancient traditions, legends, archetypes, myths, and symbols.
Why
do companies need it?
People use their emotions in order to
make buying decisions. If there is no emotional component the product becomes
just a commodity without any uniqueness. Forming an emotional connection with a
customer inspires trust and loyalty and leading to sales.
Example
of successful brand stories
GoPro is a good example of a company
which really understands the power of story. GoPro camera invites people to
share their own visual story with the community, what led to a huge collection
of wonderful moments from all over the world. GoPro makes a regular person with
the camera feel like a hero, and knowing that they belong to a cool global
community of adventurers clearly illustrates the power of storytelling. There
is an emotional component which shows how important the brand story is. GoPro
offers people to catch the most beautiful moments of their lives and celebrate
it with other people.
LO2
What is storytelling and how does it affect people?
What
is storytelling for brands?
Storytelling is one of the most powerful
ways to breathe life into your brand and the way to a great content marketing
approach. Storytelling is the process which led to the relationships between a customer
and a brand. In order for consumers to form a personal connection with your
brand, company stories must be authentic, creative and inspirational. Stories
are made for passing messages to the customers. Brand story illustrates what is
your voice, what you stand for and why it is so important for the audience to
buy your product.
How
does storytelling affect people?
Brand stories are:
- primal form of communication
- collaboration and connection
- how we think
- how we are wired
- triggering our imagination
Storytelling
examples
Airbnb has an awesome content – gorgeous
photos and stories from real people – both hosts and guests. They have a section
of their website called Airbnb.com/stories and it’s filled with videos of hosts
and guests around the world. It’s an incredible platform for the brand to let
the audience see real people enhancing their lives as a result of Airbnb’s
services. It’s a great unique storytelling example because it lets their
audience tell the stories for them.
LO3
What is the role of community management in brand building and how to engage
customers?
What
is community management? What are benefits of it?
Community management is what happens
after and beyond your social media publishing. It’s part customer service, part
listening to the internet, and part being active in discussions that relate to
your brand.
How
to engage customers?
How to engage customers:
- letting them know you care
- responding to feedback
- nailing your tone
- thinking outside the box
- using visuals
- making connections
Do
companies need a community manager?
A good community manager isn't just using
social media or forums all day. Community managers are often the first people helping
customers to engage with brand and understand your business. They help to drive
sales, retain customers and grow your brand. There are the four pillars of
community management: growth, engagement, listening, and improvement. The community
manager has a key role in getting people not only to your community, but
actively involved in your community.
LO4
Analyze or design a brand story for a chosen company
GoPro
Brand Story
Founder and CEO Nicholas Woodman writes,
“GoPro helps people capture and share their lives’ most meaningful experiences
with others – to celebrate them together. Like how a day on the mountain with
friends is more meaningful than one spent alone, the sharing of our collective
experiences makes our lives more fun. The world’s most versatile cameras are
what we make. Enabling you to share your life through incredible photos and
videos is what we do.”
Think it. See it. Do it – this is
all about GoPro
The brand recently added a Periscope
integration which allows users to broadcast live from their HERO4 Black or
Silver cameras. Their 2015 revenue was $1.6 billion.
Why it Works: It’s all about community
and sharing. The idea was to help athletes document themselves but GoPro has
“become a standard for how people capture themselves engaged in their
interests, whatever they may be.”
LO5
How could the chosen company build the brand in social media?
1. Choose networks that support your brand
image. There are hundreds of social networks but the most important thing is to
find the platforms that support your brand image.
2. Provide valuable and shareable
content. Every single piece of content you share should support your brand
image.
3. Leverage influencers. Use famous
brands and people to create your own voice among others.
4. Use social campaigns to promote
content. Good incentives can encourage your customers and raise the interest
among the brand.
Recources:
https://www.forbes.com/sites/yec/2012/12/25/the-4-pillars-of-community-management/#4b3a38f726e6
https://www.linkdex.com/en-gb/inked/brand-story-examples/
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