Content is King (and Queen)

In Social Media

NOT THAT KATE FROST

Kate Frost President Kate Frost, Inc. Kate@KateFrostInc.com 407.760.8072 Facebook.com/KateFrostInc Twitter.com/KateFrost_Inc

CREATE

BETTER

CONTENT

GOALS

STORYTELLING

CORE VALUES

CUSTOMERS

EMPLOYEES

OBJECTIVES

Engagement begins with YOU: Determine how you can deliver on the companys brand promise in a way that’s authentic, leveraging

the corporate identity with what ingnites you and makes you exceptional.

AWARENESS SHARING ADVOCACY LOYALTY

THE VOICE OF YOUR BUSINESS Ability + Willingness = Engagement

TWEET THIS…

Give your employees a platform to share their expertise, advocate on behalf of

your brand, and create relevant content your customers are eager to share.

UNITE YOUR TEAM This initiative is based on the principle of personal + corporate branding.

73% share information because it helps them connect

with others who share their interests.

78% share information online because it lets them stay

connected to people they may not otherwise stay in touch with.

69% share information because it allows them to feel

more involved in the world.

SHARING ACTS AS INFORMATION MANAGEMENT

*The New York Times | Customer Insight Group

STORYTELLING

93% of shoppers buying decisions are influenced by social media. TWEET THIS…

MOTIVES SHARING; to use, participate in, enjoy, receive, etc.

77% of consumers are more likely to purchase a product when a friend recommends it.

STORYTELLING EXAMPLE

CONNECT RESPECT FUN EXPERIENCE

The Outline: This strategy begins with a firm understanding of what your company brand is, what it stands for,

and the clear understanding of your customers persona.

Humanize your brand by adding your greatest asset – YOUR TEAM – into our marketing plan

VISION EQUATION What storytelling looks like – Big Picture

Employees can reach an audience 10x larger than what your marketing team can do on their own.

TWEET THIS…

Honest Concern Accountable Truth Respect Action

CORE VALUES

PRINCIPLES OF STORYTELLING

HUMAN EXPERIENCE Connect. Communicate. Care.

The choice is theirs. Give them a reason to always choose you.

Be clear and consistent. Deliver quality follow

up.

Provide products and services that will help

people.

CONNECT

COMMUNICATE

CARE

EMPLOYEES

Employee

2016

FAQ

Events

+

Reviews

?

%

@

Owners

*

CONTENT SOURCE YOU are the source | YOUR employees know the brand, product and customer best…

Accessories

EVENT EXAMPLE

FAQ’S EXAMPLE

REVIEW EXAMPLE

OWNERS EXAMPLE

EMPLOYEE EXAMPLE

Social Posts

Pictures

Testimonials

Infographics Quotes

Videos

Lifestyle Graphics Hiking. Camping. Music. Festivals. Pets. Sports. Custom cars. Sponsored events. Etc. < All can tell a story that will cause someone to feels something meaningful.

Storyboards Testimonials/Reviews will be turned into a picture to help people feel the essence of our brand.

Humanize the brand By adding people and sentiment to the content, those who see it will experience an emotion that will engage them to like it & share it.

ENGAGING CONTENT begins with storytelling

50% of employees are active on social media without any training.

TWEET THIS…

PEOPLE

• EMPLOYEES

• CUSTOMERS & PROSPECTS

• COMMUNITY PARTNERS/CLUBS

EVENTS

• IN-STORE

• OFF-SITE

• SPONSORED

FAQ’S

• HOW TO’s

• BRAND FUN FACTS

• PROCESS & PROCEDURE

Top of Mind:

Deliver the essence of your company brand. Offer authentic helpfulness.

FOCUS AREAS

TWEET THIS…

PARTNER EXAMPLE

ONSITE EVENT EXAMPLE

OFFSITE EVENT EXAMPLE

FUN FACT EXAMPLE

CUSTOMERS

LEAD GENERATION Every like, comment and share equals a potential customer

92% of consumers report that recommendations from friends & family are the leading influence on

their purchase behavior – ONLINE: 46% positive brand reviews. 46% FB friend liking a brand page.

47% YouTube review – OFFLINE: 65% someone they know expressing their love for a brand. 64% a

friend or co-worker uses a specific brand.

GIVE THEM WHAT THEY WANT Your audience will share content that’s meaningful to them.

Key factors to influence sharing • Appeal to consumers’ motivation to

connect with each other — not just with your brand.

• Trust is the cost of entry for getting shared.

• Keep it simple... and it will get shared... and it won't get muddled.

• Appeal to their sense of humor. • Embrace a sense of urgency. • Getting your content shared is just the

beginning.

MEANINGFUL CONTENT

TELL THEIR STORY

KEEP IT SIMPLE

OWNERS CONNECT

SENSE OF HUMOR

PROJECT GOAL

Go check out the

“BRAND”

It’s FUN to drive

I Love my “BRAND”

Best Car Ever

CUSTOMER REACH 135 advocates are more powerful than 1,000,000 FANS

CONVERSATION STRATEGY Many vehicle brands are extremely dependent of the traditional and digital advertising model. Consider the reach your business would have if it leveraged the voice of your human capital in your marketing plan? Connect to your target audience through your employees [and] your existing owner base. The advantage takes shape once YOU engage and actively participate in your brand conversations.

TWEET THIS…

DAILY CALL TO ACTION Having a good mix of engaging content is key

#BUZZ: For those employees who are fully committed to advocate on behalf of your dealerships brand, they will also share your content on their own social profiles!

START BUILD

TRUST EXPERT

JOIN THE CONVERSATION More leads. More sales. More Money.

Employee Brand Advocates: This program is designed to support the success of your advocates and offer your employees a

platform to be recognized as a trusted and recognized expert of your brand – Personal + Corporate.

SHARE YOUR BRAND STORY

IDENTIFY YOUR CORE VALUES & LET YOUR VALUES GUIDE YOU

LEVERAGE YOUR HUMAN CAPITAL – ACTIVATE YOUR EMPLOYEES

ENAGE WITH YOUR FAN BASE – INVOLVE YOUR LOYAL CUSTOMERS

CLARIFY YOUR GOALS FOR THIS PROJECT & STAY ON POINT.

GOALS

STORYTELLING

CORE VALUES

CUSTOMERS

EMPLOYEES

TAKEAWAYS

GET IT FOR FREE! CODE: TIADA

QUESTIONS?

Kate Frost President Kate Frost, Inc. Kate@KateFrostInc.com 407.760.8072 Facebook.com/KateFrostInc Twitter.com/KateFrost_Inc