You see, right now the web is chock-full of great information about “How to DO” Social Media. I’m amazed by how many great tools, posts, and tweets are floating around out there about every aspect of social media marketing.
But, I’ve realized that something important is missing. In our zeal to evangelize Social Media – we forgot to tell you about “WHAT” you should be talking about!
Sure, I am some other folks have hinted about telling your “story” but we often move on to juicier topics. I’m sure this has left you wondering – “What is my Story?”
Great questions because You must have a Social Brand Story to crush it in the social space.
Your story is the price of admission to the campfire discussion that is happening around your products and services every day. Without a Story – you are just a annoying salesman.
Since PushingSocial is focused on creating “sharable” Brand Stories – (I call it “Storysharing”), I guess we should get to work (about time right!). This is a huge topic but we’ll take it one step out of time.
Build Your Social Brand Story From Your Customer’s Point of View
People love to share experiences. In fact, human beings are masters of communicating bucket-loads of information with a brief story. That’s why reviews are so powerful. In your case, take the time to collect a list of compelling stories told from your customer’s vantage point.
Now find the common thread that winds throughout these vignettes. This is the golden thread that will make your story resonate with others.
Create Mini-Stories Around Your Product’s Benefits
Marketing pros know the power of benefits versus features.
Benefits are emotional “show me the beef” promises. Features are boring specs that tickles the “left-brain” and is fodder for comparison charts. Benefits are social and portable. Features are one-dimensional and cerebral. Get it?
Focus on benefits and you will find your customers identifying with your brand and cheerleading for your product.
Don’t Be a One-Trick Pony
Give your Brand Social Story legs. Here’s what I mean:
- Tell your story with narrated powerpoint/keynote video.
- Create an email newsletter series that showcases how your people benefit from your product/service.
- Trim your story down and put it in your Twitter and Facebook profiles.
- Scale-up the story for your blog’s “About Us” page.
The point is – don’t create your story and banish it forever to your company website. In social media – your story is always evolving and takes on more meaning and depth when people interact with it. So get it out there!
Have You Created Your Brand’s Social Story?
If you need a little inspiration then take a look at Pure Michigan’s network of platforms. My agency worked with the team at Travel Michigan to expand Pure Michigan’s brand positioning into social media to reach an entirely new segment of their audience.
From the beginning, the management team focused on creating a coherent Social Brand Story that demonstrated Michigan’s amazing tourist destinations. In just a year, Pure Michigan’s Facebook, Twitter, and blog – PureMichiganBlog gathered a over a tribe of influential Michigan travel experts and enthusiasts (30,000+ strong last time I checked).
Now the Travel Michigan team can depend on it’s community to assist tourists with travel plans, uncover new travel gems, and even create commercials to promote the State! It’s a win-win relationship that is priceless.
Is your brand story focused on your customers or your product? Have you adapted your story to a least 2 other social media platforms?
Photo Credit: Webhamster