Transcript Social Media Marketing and Storytelling

Social Media Marketing and Storytelling
Combating political extremism using
social media marketing:
Why should the devil have all the best stories?
Robert P. Ormrod PhD
Associate Professor
Department of Management
Aarhus University
Denmark
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Social Media Marketing and Storytelling
Introduction
• Most people are no longer supporters of one political idea
• We respond emotionally to the political ideas that are served to us
• Fiction is more interesting than fact – stories are important!
• The right story in the right social media at the right time
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Social Media Marketing and Storytelling
Social media marketing: Content
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Short
Relatable
Recognisable, credible personas
Trigger an emotional response
Positive imagery (preferably)
Contain a suggested solution
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Social Media Marketing and Storytelling
Social media marketing: Engagement
• Social media stories need to be engaging and promote the
creation of:
• User-generated content – content generated by general users, not
professionals
• Co-created content – content generated using collaboration
between professionals and general users
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Social Media Marketing and Storytelling
Social media marketing: Structure
Social media stories must be:
• Suitable for use on multiple platforms (iPads, PC’s, mobile phones etc.)
• Suitable for use on multiple social media (Facebook, twitter, blogs,
Flickr etc.)
• Integrated across all platforms and media – one message!
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Social Media Marketing and Storytelling
Storytelling and social media
• In the postmodern society, social media marketing uses stories to
engage the target audience
• Stories are fiction based on reality
• Stories consist of images and symbols that connect yesterday, today
and tomorrow
• Stories also create social, geographical and political associations
• These stories also need to be suitable for all social media
simultaneously
Social Media Marketing and Storytelling
Who to target with the social
media story?
• Who is reacting to the extremist’s story?
• Who is passing on the extremist’s story?
• We want to target those who are most likely to pass
on our story – they may be the same people!
…and they don’t have to agree with us…
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Social Media Marketing and Storytelling
Todaystory
Connections
Associations
Yesterda
y-story
Social
Media
Marketing
Connections
Associations
Tomorrow
-story
Connections
Associations
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Social Media Marketing and Storytelling
A nationalist political message
(note the photoshopped Golden Retriever…)
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Social Media Marketing and Storytelling
…and a response from an
humanitarian NGO… Example
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Social Media Marketing and Storytelling
Summary
What stories do you have about yesterday, today and tomorrow?
Which associations and connections are there between these stories?
How can we integrate your stories across social media and on different
platforms?
Who are you talking to? How can you engage them to ‘spread the word’?
What future do you want – fictionalise it and make it engaging!
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Social Media Marketing and Storytelling
Thank you for listening
Robert P. Ormrod PhD
Associate Professor
Department of Management
Aarhus University
Denmark
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