The following piece is by Melissa Pardo, Kara Clark and Ellen Curtis of Rosetta’s Paid, Owned and Earned Media discipline.
YOU’VE GOT 8 SECONDS
The human brain is flooded with hundreds of messages, images and ads each day. It’s so commonplace now, that we hardly even notice it. With ease of global communication right at our fingertips (mobile), at the sound of our voice (Bluetooth) or in the blink of an eye (thank you, Google Glass), it’s so easy for a branded message—your message—to get lost in the clutter. There’s so much to absorb that we spend less and less time attending to and processing each message, and more time taking in as much quantity as we can.
With Facebook being arguably the single most important platform in social media today, how can you, as a marketer, use your fleeting 504- by 504-pixel square to make a sticky, lasting impression?
TELL ME A STORY
Think back to when you were a child (if you have children of your own, this will be even more familiar). The world is new, and every day is an adventure—there’s so much to see, do, take in. What was one of the most effective ways to ease your racing little mind? Tell you a story. Whether it’s a picture book, a nursery rhyme or an anecdote, a single-minded and entertaining chain of consecutive messages that paints a picture not only earns attention, but creates memories. It sticks.
This medium is still effective in adulthood.
Now think about what captures your attention now. Is it binge-watching Orange is the New Black on Netflix? Following the hunt for the mysteriously vanished Malaysian Airlines flight? Is it the ongoing media-fest surrounding the Kardashians? Waiting for the next Game of Thrones epic novel? What sticks with us is a continuous stream of content along a singular story line. In an age of information overload, it keeps our minds focused on one thing, and has us coming back for more.
So, how do we apply this tactic to social media? The Facebook timeline provides brands with the opportunity to reach a targeted qualified audience with specific branded messages over time. You’ve got the framework—now all you need is a storyboard to relate your narrative. Your story could take any form, from a mystery to a treasure hunt to a how-to, as long as it has a unifying theme that makes users anticipate the next post.
WHAT’S YOUR STORY?
Rosetta Social assembled the Slide Share below to provide you with a few successful campaigns in which top brands employed a storytelling approach to social content. As you view it, think about how each of these approaches could make your social presence stickier than it is today.
Rosetta Storytelling Slide Share: http://slidesha.re/10rQEBS
View the Rosetta Consulting white papers “Customer Engagement from the Marketer’s Perspective” and “Customer Engagement from the Consumer’s Perspective.”