Cara Menggunakan Storytelling pada Sosial Media Marketing.
Apakah Anda ingin menggunakan metode storytelling dalam sosial media marketing Anda?
Apakah Anda sedang mencari inspirasi?
Membangun campaign sosial media dengan storytelling membantu Anda terlihat berbeda dengan kompetitor yang lain, dan dapat merebut perhatian konsumen.
Dalam artikel ini Anda akan menemukan lima cara untuk menggunakan storytelling dalam sosial media marketing Anda.
# 1: Perhatikan Struktur Cerita
Piramida Freytag adalah kerangka cerita yang kuat digunakan dalam berbagai karya kreatif seperti Fabel Aesop sampai drama Shakespeare.
Struktur ini membagi cerita menjadi lima busur narasi, membangkitkan berbagai reaksi emosional dari audience Anda.
Busur ini termasuk eksposisi, komplikasi atau rising action, klimaks (atau turning point), falling action dan resolusi.
Dalam storytelling, Anda dapat mengikuti langkah-langkah di piramida Freytag atau menggunakannya di beberapa bagian, tetapi pendekatan membantu Anda membuat hubungan emosional dengan konsumen Anda.
Pada tahun 2014 Jaguar meluncurkan campaign high-suspense dengan David Beckham di Cina, dengan targeting jejaring sosial lokal WeChat dan Weibo.
Sebelum mengungkapkan Beckham sebagai brand ambrassador, campaign meminta konsumen untuk menebak identitas Mr. Jaguar.
Jaguar merilis street interview dan video untuk membangun ketegangan atau suspense. Mereka juga memberi petunjuk selama campaign berjalan untuk mendapatkan daya tarik konsumen.
Hal tersebut sangat sukses dan menarik 50.000 repost ketika mulai. Tambahan 30.000 reposts datang setelah David Beckham diperkenalkan sebagai brand ambassador.
# 2: Urutan Iklan Anda untuk Membuat Cerita
Menurut baru-baru penelitian yang berjudul “The Power of Storytelling from Facebook IQ”, online storytelling di media sosial dapat memiliki dampak langsung di dalam toko pembelian.
Sebagai percobaan, Refinery29 mengetes iklan Facebook yang diurutkan seperti cerita. Secara keseluruhan, percobaan tersebut menghasilkan konversi 56% dan kenaikan 87% dalam view-through.
Refinery29 juga melihat peningkatan 7% di dalam pembelian melalui toko dan peningkatan 10% dalam pembelian online.
Berikan urutan iklan Facebook yang menggabungkan konten berkualitas dengan panggilan yang kuat untuk membuat campaign media storytellingseperti ini.
# 3: Sejajarkan Kisah Anda dengan Value Audiences
Sebuah ekosistem yang meyakinkan memungkinkan Anda untuk menjauh dari branding yang berorientasi produk ke yang lebih berorientasi lebih ke gaya hidup atau berorientasi ke value-oriented branding.
Hal ini cocok untuk media sosial di mana bisnis perlu mendefinisikan target grup niche (orang-orang yang pertama percaya), mengembangkan strategi komunikasi (memberikan konsumen alasan sederhana dan jelas untuk dipercaya) dan membuat ruang online dan offline untuk jangkauan brand dan berbagi cerita.
Pendekatan ini efektif karena memungkinkan Anda untuk mempertajam identitas brand Anda, menciptakan diferensiasi kompetitif yang kuat dan fleksibilitas harga yang lebih tinggi.
Sbagai contoh, pada tahun 2014 Daimler smart division meluncurkan campaign untuk brand lifestyle FOR.
Menurut Daimler, ‘FOR’ mempunyai arti pandangan konstruktif, positif dan optimistis dapat mengubah dunia.
Daimler mendirikan portal khusus untuk kumpulan konten sosial dengan campaign hashtag #WhatAreYouFOR.
Komponen lain adalah campaign secara offline berpusat pada keselamatan pejalan kaki.
Elemen kuncinya adalah Dancing Traffic Light Manikin, yang menghibur dan bertanya pada customer dengan pertanyaan “What are you for?” Pendekatan ini membantu memperkuat posisi sebagai pilihan gaya hidup konsumen: mobil ramah lingkungan yang peduli tentang dunia.
Pengalaman customer adalah daya tarik pusat untuk campaign pintar tersebut.
Campaign ini kontras dengan campaign online awal 2013 dari mobil pintar yang banyak membahas tentang fitur produk daripada nilai atau value-nya.
# 4: Cerita lokal
Dengan jangkauan media sosial yang kuat (1 dalam 7 orang di dunia pengguna Facebook), aktivitas online mendorong ekonomi bersama untuk memberikan layanan yang berasal dari komputer dan menjadi nyata.
Sama seperti Uber atau Airbnb, kita berada di dunia di mana cerita tidak berakhir secara offline saja atau pengalaman online, tapi malah bergabung dan berlanjut.
Untuk sebuah brand, penting untuk mengenali dan menggunakan kekuatan ekstensi untuk membantu audience merasa lebih terhubung.
Berbagai macam bisnis dapat membuat konten yang berhubungan dengan event lokal. Contohnya seperti berikut ini.
Dalam post Facebook di atas, sebuah toko donat berbagi cerita tentang organisasi lokal yang mengumpulkan dana. Orang-orang akan membawa kebanggaan daerah asalnya dan mendukung bisnis lokal di sosial media dan dunia sebenarnya.
Sebagai tambahan, customer lokal lebih cenderung terkonversi dan berdampak pada penjualan Anda.
# 5: Tampilkan Proposisi Nilai Unik Anda
Kerangka McKinsey yang terdiri dari situasi, komplikasi, resolusi (SKR) membantu Anda mengembangkan cerita yang menarik dan kohesif dan membawa keluar proposisi nilai yang unik dari brand Anda.
Video berikut ini telah berperan dalam membuat brand Blendtec menjadi viral dan juga meningkatkan penjualan. Episode ini sendiri telah mengumpulkan lebih dari 4,3 juta views. Berikut ini adalah contohnya.
Untuk menggunakan kerangka SKR dalam cerita Anda, mulai dengan berbagi situasi (saat ini).
Berikutnya, identifikasi komplikasi pada market. Dan akhirnya berbagi resolusi bahwa hanya brand Anda yang menyediakannya. Anda juga bisa menyisipkan sedikit humor pada cerita Anda.
Kesimpulan
Sosial media dan teknologi memungkinkan kita untuk mendokumentasikan kehidupan kita dengan kecepatan yang luar biasa.
Sebagai konsumen, kita berbagi dan menciptakan banyak cerita baru setiap hari.
Sebagai sebuah bisnis, Anda mungkin bertanya-tanya bagaimana Anda bisa terlihat mencolok dalam keramaian.
Ada banyak contoh dari teknik storytelling yang dapat menginspirasi campaign sosial media Anda berikutnya. Kunci storytelling sukses adalah untuk memilih pesan yang koheren untuk audience Anda, pilih platform yang tepat sebagai cerita utama dan otentik.
berarti ada sequelnya mas hahaha
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