Social Media Success for Every Brand

The Five StoryBrand Pillars That Turn Posts Into Profits

Claire Diaz-Ortiz

• Éditeur: HarperCollins Leadership
• Année: 2019
• ISBN:
  9781400214976
• Sujet: Business
• Sous-sujet: Digital Marketing

Based on Donald Miller's bestselling book?Building a StoryBrand, Claire Diaz-Ortiz applies the seven principles of the StoryBrand Framework to help you build an effective, long-lasting social media plan for your brand.

Most business owners are blindly guessing at their social media strategy, and it's costing them time and money. This book teaches you how to incorporate the StoryBrand 7-Part Framework into their social media channels to increase engagement and see better results.

In Social Media Success for Every Brand, you will understand exactly what they need to do with their social media to drive growth to their organization through the practical guidance of the five-point SHARE model:

• Story
• How
• Audience
• Reach
• Excellence

Social Media Success for Every Brand does not require you to be familiar with?Building a StoryBrand,?but provides enough foundation to prepare you for practical success with their social media content.

Together with the StoryBrand Framework, Claire's SHARE model will help boost customer engagement and grow the organization's brand awareness and revenues.

SECTION 1

THE SHARE MODEL FOR SOCIAL MEDIA MARKETING SUCCESS

CHAPTER 1

THE SHARE MODEL: AN OVERVIEW

We’ve talked about what you need to know to be successful at social media marketing. Now let’s look at exactly how to do it using the SHARE model. SHARE stands for story, how, audience, reach, and excellence. Here is a quick overview of how every brand can use the SHARE model to succeed. In the chapters that follow, we will dive deep into each step.

STORY

Use your StoryBrand BrandScript on social media to open the story gap, move your followers up an engagement ladder, and close the story gap when you call them to take action.

Remember:

• The first step in the SHARE model is story. Content is queen, and the content for your social media marketing comes from your StoryBrand BrandScript.

• Social media marketing is usually brand marketing, not direct marketing. That means that most of the time your goal is not an immediate sale.

• Effective social media marketing should always open the story gap, move followers up an engagement ladder, and then close the story gap with a call to action.

• Your social media bank account only thrives with give-and-take. Remember the 80/20 rule. Deposit value 80 percent of the time by opening the story gap with your content. Then, 20 percent of the time make a withdrawal by closing the story gap with a call to action.

• To balance your social media budget, vary the types of content you deposit and withdraw. Content should come from different content envelopes, including things like curated content, original content, articles, quotations, statistics, testimonials, direct calls to action, transitional calls to action, impactful images, selfies, video, etc.

HOW

Learn the practical logistics of how to post your content.

Remember:

• Take the Social Media Brand Evaluation to determine your brand’s priority social media platforms (see appendix 2). Concentrate on the platforms that matter most to your brand.

• To decide how many accounts you need on each platform, remember that the fewer accounts you have, the better.

• Who posts matters less than you think. When to post matters more. Time of day, day of the week, and season of the year are all considerations.

• Third-party tools can help with scheduling, curating, and analytics. Hootsuite, Buffer, Sprout Social, and Sendible are all good platforms that offer different benefits.

• Consistency is important. Ensure that you create a social media schedule and social media editorial calendar that work for your audience and your brand’s bandwidth.

• Use pattern disruption and selective break-taking to your advantage.

AUDIENCE

Your social media marketing should be about your audience, not your brand.

Remember:

• Your brand is not your hero; your customer is.

• Your customer (or potential customer) is your follower. Reframe your social media account to make it about them.

• Cultivate empathy on social media matters to build a relationship with your customers and reach long-term success. Remember this equation: Empathy + Connection = Social Media Engagement.

• Generate empathy (and engagement) by telling a great story, helping someone, and asking questions.

• Don’t post and ghost. Great social media marketing requires real-time connection and engagement with your audience.

REACH

To amplify your brand on social media, it’s important to expand your reach.

Remember:

• Craft a killer social media profile that increases your authority and opens the story gap by using your BrandScript.

• Prioritize your existing social media tribe over new followers every day of the week.

• The three ways to get new followers on social media are to create great content, use influencer marketing, or pay for advertising to boost either of those strategies.

• Great hashtags can put great content on steroids. When crafting a hashtag, be as general as you can without using a term people already associate with something else.

• Concentrate on reaching influencers in a way they like. Remember that it’s a long-tail game that relies on finding the right niche, finding the right influencer, and engaging with them over time.

EXCELLENCE

Fine-tune your social media marketing efforts to reach long-term excellence.

Remember:

• Always ask yourself how you can get followers to want in on your story.

• The real-time nature of social media means that you don’t always know what’s going to happen. Make that a good thing.

• On social media, it’s about rolling with the punches. If your brand makes a social media mistake, own up to it. Fast.

• Social media gives your customers a public place to share their grievances. Sometimes they will do just that. If the comments aren’t offensive, let the dialogue take place, and don’t delete the negative content. Whenever you can, try to turn a negative conversation into a positive one.

If you learn better by video, access a free five-video minicourse at SocialMediaMadeSimple.com.

CHAPTER 2

STORY: TELLING A GREAT SOCIAL MEDIA STORY

The SHARE model for social media marketing success builds off the StoryBrand 7-Part Framework (SB7), a marketing approach that thousands of companies of all sizes have used to clarify their message.

That’s why the first step in the SHARE model is story. Your brand needs a great social media story, and that comes from your StoryBrand BrandScript.

If you’re new to StoryBrand, let’s take a refresher course on The StoryBrand 7-Part Framework (SB7) to get you the BrandScript you need to move forward.

THE SIMPLE SB7 FRAMEWORK

People don’t buy the best products; they buy the products they can understand the fastest.

—DONALD MILLER, BUILDING A STORYBRAND

Your brand’s biggest enemy is noise. As such, your brand’s greatest opportunity is to use clear marketing to cut through the noise to reach your customer. These days, reaching your customer doesn’t mean you have to wait for them to walk by your store or receive your monthly direct mailer. The ubiquity of social media and the amount of time your potential customers spend on it mean that your brand has countless opportunities every day to show your customer that you are just what she needs to solve her problem.

You do that with a clear story.

The StoryBrand 7-Part Framework, or SB7, is a communication and marketing formula created by Donald Miller, CEO of StoryBrand. Thousands of companies have used this formula to boost their marketing. It works because it appeals to our most basic understanding of story as a means to captivate an audience. In fact, some version of this formula has been used for thousands of years to tell stories. When you understand how it works, you can then create your own brand’s story (or StoryBrand BrandScript) to engage your customers and grow your business.

In this chapter, I’ll give an overview of the framework. You can dive much further into this process in Donald Miller’s bestselling book Building a...