Is there any difference between the tone of voice and the content that a luxury or a mass-market brand should have?
- Social media is a democratic forum at heart. It gives everyone a sense of belonging, of having a voice in any conversation.
- While this makes it appealing for brands that focus on mass-market, it poses a different set of challenges for brands that have built a sense of exclusivity.
- Social media can create reputational issues, becoming a brand exposed to everyone’s attack. What is worse is that they can make the brand’s allure less aspirational: do we still want to enter in a club if everyone gets access? or Do we really expect and wish to have a conversation with famous designer online?
“You need mind share if you want market share, and in order to have market share, you have to engage” – Angela Ahrendts, former CEO, Burberry and now Senior Vice President, Apple Retail
So…engagement is the key. Social media is fundamental to open a dialogue with customers; Digital presence helps increase offline engagement with customers.
The new trends are:
- Social media and mobile marketing (an active, engaged brand community platform can drive innovation, increase revenues and customer loyalty)
- Videos and editorial content
- User-generated content (it has surpassed branded content and that is why brands need to empower consumers in order to have them create their own brand experience)
Transmedia storytelling is a coordinated story experience told across multiple media platforms with the audience’s help.
“It represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes it own unique contribution to the unfolding of the story” – Transmedia Storytelling 101 from official blog by Henry Jenkins
With transmedia storytelling the user becomes a co-creator to the narrative, not just its consumer, because:
- Stories are the fundamental building blocks of the brain
- Stories engage emotion and reason
- Stories get our attention and make things stick
- Stories create trust through shared experience
- Stories deliver big ideas with a few words
- Stories sneak your ideas into the audience’s mind
A good story should have:
- Emotional engagement
- A hero
This way Nike developing brand strategy by bringing Online with Offline
Bringing Online with Offline goes through strategy circle:
Questions brand should know to develop a Story are:
Transmedia storytelling Checklist for a brand:
- Identify and craft the essential story
- Know your audience
- Expand the story into smaller narratives that fit different platforms
- Design for participation
- Entice by creating gaps and mysteries
- Respect your audience
- Collaborate in-house and with customers
- Extend, adapt and share