{"id":162,"date":"2023-02-26T15:16:45","date_gmt":"2023-02-26T15:16:45","guid":{"rendered":"https:\/\/www.bursucretleri.com\/blog\/?p=162"},"modified":"2023-02-26T15:16:45","modified_gmt":"2023-02-26T15:16:45","slug":"the-best-social-media-storytelling-throws-customers-to-the-lions","status":"publish","type":"post","link":"https:\/\/www.bursucretleri.com\/blog\/the-best-social-media-storytelling-throws-customers-to-the-lions\/","title":{"rendered":"The Best Social Media Storytelling Throws Customers To The Lions"},"content":{"rendered":"

The following is inspired thinking from Future Buzz community member and LiveWorld CEO,\u00a0Peter Friedman.<\/em><\/p>\n

If you want to put your finger on the zeitgeist of brand storytelling today, watch the recent GoPro ad, \u201cLions \u2013 The New Endangered Species.\u201d<\/p>\n

Actually, you could watch any GoPro ad, but I like this one because lions are cuddly and sometimes quite social. Almost 5 million people have watched it, wanting to see what life and lions look like from the point of view of the \u201clion whisperer\u201d Kevin Richardson. If you\u2019re not familiar with GoPro, they\u2019re the camera gadget that clips to helmets or just about anything else and let viewers experience incredibly interesting POVs\u2014from a bicycle, a surf board, or inside the arms of a lion\u2014as though they were their own. They\u2019ve been used to film all of Red Bull\u2019s extreme sports videos; most famously, Felix Baumgartner\u2019s\u00a0fall from space.<\/p>\n

The genius of GoPro\u2019s content marketing\u2014and why their videos are immensely viral\u2014is that they don\u2019t feel like ads. Customers make up the vast majority of them, and the ones produced in-house are terrifically visual, quality narrative storytelling.<\/p>\n

But I\u2019d argue that the massive popularity of the videos and the technology itself is due to something even more specific. GoPro is a zeitgeist product, the perfect technology for the kinds of stories (marketing and otherwise) that customers are finding increasingly desirable in a highly interactive social media and X-Box enhanced world. The company has seen its growth double year-on-year since it\u2019s founding.<\/p>\n

Today, customers want stories that put them in the driver\u2019s seat, either as characters, narrators, or authors. Even better are stories in which customers themselves are creative agents, another reason why GoPro\u2019s customer-submitted content performs so well.<\/p>\n

The most successful brands are finding ways to tell stories that increase customer agency and tap into the customer\u2019s\u00a0emotional<\/i>\u00a0perspective\u2014not just by satisfying aspirational fantasies, but also by meeting them where they are. This kind of storytelling goes way beyond Go Pros.<\/p>\n

P&G\u2019s \u201cThank You Mom\u201d Olympics campaign is a great example of a branding shifting the focus of a story that everyone\u2019s excited about (U.S. athletes\u2019 Olympics dreams) to directly address one of their primary customer groups, moms. In these ads, we see mothers picking their winter-sporting kids up, again and again, through all ages of parenthood\u2014all the way to the Olympics. It\u2019s a tearjerker for anyone who is a parent or has a parent, and you don\u2019t have to have worn skis or even watched the Olympics to be moved. (Disclosure: P&G is a LiveWorld client.)<\/p>\n

Dove\u2019s \u201cCampaign for Real Beauty\u201d is another program that comes immediately to mind as one that continually reorients a brand and its storytelling around the perspective, values, and concerns of its customer. When LiveWorld helped develop the original social media component for the Dove campaign in 2004-2006, we found that Dove, having flipped the entire cosmetics industry on its head, was actually resonating deeper and with more women than any competing brand. The key was that the campaign touched a chord that lead to women engaging in conversations with each other, rather than simply responding to the brand.<\/p>\n

Smart brands realize that thanks to social media, customers are driving marketing conversations as much or more as they can themselves these days. Customers are aware of their heightened power in the dialogue, and tire quickly of stories and brands that just don\u2019t get it.<\/p>\n

Scavenger hunt: Which other brands and campaigns have been particularly successful at shifting the narrative toward the customer? I\u2019d like to hear from you.<\/p>\n

Peter Friedman (friedman@liveworld.com) is the Chairman and CEO of\u00a0LiveWorld, a social content marketing company that is a trusted partner to the world\u2019s largest brands, including the number-one companies in retail, CPG, pharmaceutical, and financial\/travel services. Follow Peter on Twitter at\u00a0@PeterFriedman<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

The following is inspired thinking from Future Buzz community member and LiveWorld CEO,\u00a0Peter Friedman. If you want to put your … <\/p>\n

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