Social Media: Packaging the Story
Packaging Your Story
Planning is critical to the success of a social media initiative. Not to say that we can’t build the plane as we’re flying (many entrepreneurs successfully do), but having the overall vision, goals / objectives, key performance indicators, tactical execution plan, and resources to support that plan are clearly fundamental elements in the process.
So, in this instance, we’ve established our core value proposition. The Unique Bundle of Promise (BOP) that make your competition absolutely irrelevant. The BOP that you’re going to deliver seamlessly to your stakeholder every day. We’ve taken that BOP and created a story calendar. We’re going to build upon these stories over time and share the content with your audience using appropriate voices and media.
Next, we’re going to identify our target audience and build off our BOP story to create messaging that resonates with these specific audiences. We’re going to engage them, wow them and involve them in our discussion. Suggest you begin with the “low hanging fruit”: Existing and previous customers, third-party referrers and people who have inquired. They already know you and hopefully love you. Pick a sample from this segment and start following them. Research and understand what they’re talking about, who they’re talking to, what venues they are using to communicate and what interests them. Get it right with this core group and the viral aspect of this medium is more likely to take over.
Then determine who’s voice you’ll use to tell your story. You may bring in examples, thoughts, experiences from previous clients, vendors or partners. You may also use your company team members in various functional areas and levels to build rapport (Note: put systems into place to ensure that the voices representing your brand are on message). And you may also build your story around another blog entry, relevant press release or industry. The bottom line is, as with all media outlets ensure that your content pushes relevant buttons for your specific target audience. Remember to layer your stories appropriately with relevant keywords. Finally, ensure your “story” is informative, interesting, engaging and sometimes “fun”. Speaking of – Filling Seats trivia begins next week!
Andrea Pirrotti is a ROI-driven marketing maven with proven successes in creating, executing, monitoring and optimizing marketing programs in the business center category.
From of 1999 to 2005 Andrea worked for The Regus Group and ultimately served as Vice President of Global Marketing in charge of 750 locations across 60+ countries. She was the marketing lead and member of the executive team that fueled the firm’s growth from $200 million to $1 billion in revenue over a six-year period. During her tenure she crafted the marketing strategy for Regus’ IPO, the firm’s product, location and country launches, bankruptcy (and early emergence) and acquisitions. She has been consulting in the industry ever since.
In addition to her experience in the business center world, Andrea served as the outsourced head of direct sales and marketing for Helicor where she re-launched the StressEraser, a FDA regulated biofeedback device that eliminates the harmful impact of stress on your body. She exceed sales and costs per acquisition targets while achieving a 100%+ increase in sales volume year on year.
While at Antares, a private equity firm with $5 billion in real estate assets, Andrea reduced marketing costs by 62% while increasing leads by 35%. Notable press placements include: VH-1, Fortune, CNBC, The Wall Street Journal, The New York Post, The New York Times, Alpha Magazine and Deal Maker.
From 1991-1999 she headed up marketing for the Technology, Communication and Entertainment tri-state group at Ernst & Young LLP, Graduate programs at the Princeton review and served in Product Management roles at WarnerVision (now Warner Home video) and Gramavision records.
Andrea received a BS in Communications from Boston University and an MBA in Marketing from Pace, Lubin School of Business. She lives in Fairfield, CT with her husband Johnny and their newest addition to the family – baby Johnny and Sophia.