We tell good stories
Every consumer is increasingly being asked for advice on his or her own issues. He becomes a “temporary expert”. Anyone can become an decision maker for investments at any time. The communication structure is evolving from a multicentric concept of the Internet to an interaction network of social media:
Storytelling is a complex process
17 Steps to Storytelling
- In the first step, the topics from the roadmap and from the egocentric topic planning for brand and company are summarized.
- The second step for topic generation requires a key media list.
- A content analysis of the key media leads to a second list of topics. This content analysis must be carried out at least once a year as an individual project. A continuous analysis using a monitoring system such as the vibrio I³-Issue-Monitoring solution is of course better.
- An initial topic plan is generated from both sources and converted into an editorial plan.
- A keyword matrix is part of the editorial plan. Here all search terms are listed with which the company wants to be found in search engines such as Google.
- The topics that are to be worked out as blog posts, social media postings and/or press releases must be prepared in such a way that each relevant keyword is represented with a landing page or a post on the blog. Here you can already see that the blog is of central importance as an address for the relevant landing pages.
- Influencer monitoring via vibrio I³ or tools such as Socialbro identifies the most important opinion leaders on the topics of the editorial plan.
- The most important key influencers can be identified from the list of influencers.
- The most relevant influencers have a similar function for corporate communication as key journalists: a contact management program should be set up for them. So 1:1 contacts have to be established.
- The editorial plan is generated from the topic plan. It contains a time schedule, an allocation of keywords to blog posts (or on the website) and an allocation of social media activities.
- All social media postings are coordinated via a multi-channel publishing tool (e.g. Hootsuite) by the agency and/or company employees. Tools such as bitly are also used here.
- As a third component of the monitoring, an image monitoring – optionally via the vibrio I³ Monitoring with Brandwatch – is set up in addition to the issue and influencer monitoring. This image monitoring corresponds to the classic clipping service of press work: Contributions (postings, but also comments) are collected in forums, blogs and social media for the company’s own brands and optionally for competitive brands.
- Image monitoring is also part of a crisis management system.
- It triggers an alert system, which uses a prepared crisis management plan to …
- …crisis management.
- Image monitoring is compared with a KPI system focused on qualitative measurement values. This must be considerably more complex for social media than in traditional PR. As a rule, 10 to 15 KPIs are defined here. It applies to all media that the virality of the platforms and the quality of the followers must be captured.
- The knowledge gained from measuring success ultimately flows back into the further development of topic and editorial plans.
(Translated with www.DeepL.com/Translator)
Storytelling as a Process
In this short video, Michael Kausch outlines how storytelling works as a process in corporate communications (German language):