The Fundamentals
of Digital Marketing
Know Your Story,
Understand Your Customer
© 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual
Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners.
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Welcome!
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© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
meet your presenters.
Tina Stock | YP | Executive Director, Marketing
tinastock.com
@tinadstock.
About YP
• YP is North America’s largest local search, media and
advertising company
• Our mission is to help local businesses and communities grow
• We generate 40 billion annual impressions on the YP Local Ad Network
and have 3,000 marketing consultants helping over 570,000 businesses
get, and keep customers
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
In the beginning
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companies. All other marks contained herein are the property of their respective owners.
2014, marketing has changed
7P’s, 4E’s, 200+ social media sites, 947 marketing software
providers, pre-rolls, 2nd screen…
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Traditional strategies are becoming irrelevant
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companies. All other marks contained herein are the property of their respective owners.
And the core activity of marketing has changed
“
”
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companies. All other marks contained herein are the property of their respective owners.
Power of the story
Nike is an example of a brand that has successfully
gone beyond traditional branding … to story telling
Forbes list of most powerful brands in the world
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
A story gives you a platform to extend your brand …
“Somehow we’ve come to believe that greatness is a gift for a chosen few. The
prodigies. The superstars… Greatness is not some rare DNA strand… Greatness
is no more unique to us than breathing. We’re all capable of it. All of us.”
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
… to create an emotional connection
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companies. All other marks contained herein are the property of their respective owners.
To create a narrative under which
your campaigns and content align
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companies. All other marks contained herein are the property of their respective owners.
Here are 4 keys to storytelling success …
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companies. All other marks contained herein are the property of their respective owners.
Keys to success 1
Start with the story, not the media
http://sparksheet.com/the-business-of-storytelling/
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Keys to success 1
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Keys to success 2
Use traditional story telling tools like plots, story arcs, archetypes
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Keys to success 2
we overcame
an obstacle
... and lived happilyever-after
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Keys to success 2
An easy way to approach this is to start with a 60 second biz story
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Keys to success 3
Disassemble the story to work across multiple media
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Keys to success 3
Starbucks as … fashion?
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Keys to success 4
Encourage your customers to contribute to the story
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Keys to success 4
Starbucks retweets customer messages,
adding customers to the brand dialogue
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
So… how do you start?
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companies. All other marks contained herein are the property of their respective owners.
Business stories are told for your audience …
start with
your audience
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Use traditional segmentation and research …
demographic
location
interests
male,
female,
income,
age
neighborhood,
city,
state,
everywhere
hobbies,
affinities,
clubs
life events
& stages
married,
expecting,
retiring
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
… but accept that you won’t know what works till you try
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Plan to “borrow” and collaborate
=
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Plan to improve over time and plan to make mistakes!
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Know your story, understand your customer
Know your story
Get started – now
• Traditional branding is not
enough, you need a business
story to extend your brand
• Understand your customer.
Traditional demographics,
segmentation and research are
a great start
• Start with the story. Use
traditional storytelling
techniques such as plots,
archetypes and story arcs.
• Then disassemble your story
across media, inviting your
customer to contribute
• But you won’t know what works
until you do it. Test, test, test!
• Plan to start simple, to borrow,
to collaborate and occasionally
to fail
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
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Content Marketing
to Attract Customers
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companies.
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© 2014 YP
Intellectual
All contained
rights reserved.
logo and
all other
YP marks
contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.