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@BettyDraper's Guide to Social Storytelling [SXSW Speaker]

Craig Carter.
By: Craig Carter  |   March 12, 2012  |   View Comments

This morning, I sat in on a panel entitled "@BettyDraper's Guide to Social Storytelling." Helen Klein Ross, Founder of Brand Fiction Factory and the voice behind @BettyDraper, discussed how brands can use storytelling to enhance the fan experience. Start at the bottom and work your way up to follow my notes from my live-blogging.

10:10 am - Ross - hopefully someday "social writer" will be a part of the writers room for TV shows and movies

10:07 am - Recipe for social success

  • content (don't skimp)
  • discovery
  • continuity
  • simplicity
  • shareability

10:04 am - social makes stories stick

  • when TV first came out, commercials were basically radio ads with a title card
  • it took about 2o years for agencies to hit their stride with TV
  • The end of the commercial isn't the end of the story. It's the beginning for a brand.

9:58 am - Ad agency Mother created the character Jacques d'Azur to help promote Stella Artois

  • had his "death" in 2010 and had a reading of his will in which you inherited

9:54 am - It's not about you, it's about your audience

  • not how many people your story appeals to, but which people your story appeals to
  • a little-known soldering company paid 14 bloggers to write about their equipment, the campaign was hugely successful because it targeted the right audience

9:51 am - Old Spice's commercials extended to Twitter

  • one of the more famous videos was when a guy asked the Old Spice guy to help propose to his girlfriend

9:50 am - "Fans won't connect with brands just because they're there."

9:50 am - "Any brand can tell a compelling story."

9:49 am - Disney created a new character from storytelling

  • a special plush bear started selling out at Tokyo Disney
  • they created a name and background (ex: Minnie sewed him together)
  • soon Duffy was accounting for 40% of the sales in Tokyo

9:46 am - churches are getting into social storytelling

  • Trinity Church on Wallstreet tweeted the Passion Play

9:45 am - Next to Normal, a play on Broadway, first show playing both on Broadway and Twitter

  • Tweeted the thoughts of the characters while the play was going on (because what's the point of following if you get the same things from the play and Twitter?)

9:44 am - created minimalist whiteboard posters to encourage people to draw on them, wiped clean every night and new people draw them

9:43 am - DeepFocus does the marketing for Mad Men, created MadMenYourself.com

9:42 am - Mad Men is the first fan-created campaign to be recognized by a marketing awards show

9:39 am - created a "Twepisode" like when Don took his daughter Sally to see the Beatles at Shea Stadium

  • this was talked about during an episode of the show but never aired

9:39 am - Live-tweeted the Clio's

9:38 am - Mad Men on Twitter is experimenting what's possible in social storytelling

9:38 am - Betty then launched a LinkedIn profile and blog talking about the life of a 60s housewife

9:35 am - Was a fan of the show, started tweeting as Betty Draper. Was watching Mad Men and tweeting about the show when @don_draper (now @DonDraperSCDP) started following her. Was so excited, she stopped watching the show to hop on Twitter and follow back.

  • noticed how quickly the rest of characters on the show joined Twitter

9:34 am - How can a brand emulate Santa's Story?

  • convince others to tell the story for you

9:32 am - What is social story telling?

  • comparable to the story of Santa (for two months a year, you can't go anywhere without hearing about it)
  • everyone involved in promoting the story collaborates
  • story remains remarkably consistent

9:30 am - Helen Klein Ross, Founder of Brand Fiction Factory, begins.


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Comments
  • http://callboxinc.com/ Judy Caroll

    Hi Craig,

    Thanks for this.  Stories have been part of our culture.  We want to hear and tell stories everyday and social media will definitely make it even easier for us.  Storytelling will help our brand/business to connect with people since it can easily start a dialogue.  

    Also, I want to share an old Indian proverb, " Tell me a fact and I'll learn. Tell me a truth and I'll believe.  But tell me a story and it will live in my heart forever."

    All the best,

    Judy

  • http://callboxinc.com/ Judy Caroll

    Hi Craig,

    Thanks for this.  Stories have been part of our culture.  We want to hear and tell stories everyday and social media will definitely make it even easier for us.  Storytelling will help our brand/business to connect with people since it can easily start a dialogue.  

    Also, I want to share an old Indian proverb, " Tell me a fact and I'll learn. Tell me a truth and I'll believe.  But tell me a story and it will live in my heart forever."

    All the best,

    Judy