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Building your narrative - Entrepreneurship 101

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In this session of Entrepreneurship 101, we define the field of marketing and communications, covering the basics of advertising, branding, public relations and social media. We explore the idea of traction, and provide an overview of the 19 different channels and activities that have the potential to move the needle for your business.

Key topics covered: Brand identity, traction, PR and social media.

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Building your narrative - Entrepreneurship 101

  1. 1. Building Your Narrative
  2. 2. So,
 what is
 this? Atmento  Labs  has  developed  Feret®,  a  mobile   communica8ons  tool  that  allows  users  to  effec8vely  relay   ideas  through  various  forms.  By  harnessing  the  power  of   your  thoughts,  Feret  allows  you  to  instantly  and  easily   convey  these  messages  to  your  key  customers  and   audiences,  in  any  language,  thereby  allowing  you  to   effec8vely  sell  your  ideas  to  a  broad  group  of   stakeholders.  Feret’s  unique,  intui8ve  design  has  been   embraced  by  consumers  and  Fortune  500  companies   around  the  world.  
  3. 3. Tesla  Motors  was  founded  in  2003  by  a  group  of  engineers  in  Silicon  Valley  who  wanted  to  prove  that   electric  cars  could  be  beLer  than  gasoline-­‐powered  cars.  With  instant  torque,  incredible  power,  and   zero  emissions,  Tesla’s  products  would  be  cars  without  compromise.  Each  new  genera8on  would  be   increasingly  affordable,  helping  the  company  work  towards  its  mission:  to  accelerate  the  world’s   transi8on  to  sustainable  transport. In  today’s  world,  nearly  everything  has  become  easier.  It’s  8me  inves8ng  followed  suit.  We  believe   inves8ng  should  be  simple,  smarter,  and  low-­‐cost.  Because  when  it  is,  we  can  go  about  our  lives   knowing  that  our  financial  future  is  safe  and  secure.  That’s  why  we  created  Wealthsimple. Nearly  a  decade  ago  we  started  an  online  store  to  sell  snowboard  equipment  directly  to  those  who   loved  the  sport  as  much  as  us. We  could  have  listed  our  products  on  a  number  of  marketplaces,  but  we  wanted  to  own  our  brand   and  build  rela8onships  with  our  customers,  along  with  selling  our  goods.  Such  a  tool  didn’t  exist,  so   we  built  it  for  ourselves.  We  soon  realized  a  number  of  other  stores  were  in  need  of  a  hassle-­‐free   plaVorm  to  build  their  retail  business,  and  Shopify  was  born. We  focus  on  making  commerce  beLer  for  everyone,  so  businesses  can  focus  on  what  they  do  best:   building  and  selling  their  products.  Today,  merchants  use  our  plaVorm  to  manage  every  aspect  of   their  business  —  from  products  to  orders  to  customers,  selling  online,  in  retail  stores,  and  on  the  go.
  4. 4. Storytelling in the Age of Social News Consumption
  5. 5. Ar8cles White  Papers Images  &  Graphics Video  &     Audio  Assets Mobile  Assets Blog  Posts A New Dynamic Iden8fy  a  story Develop  press  release Pitch  to  media  outlets Collect  hits Measure  earned  media   impressions Iden8fy  a  story Create  mul8ple   formats Amplify  through   syndica8on   plaVorms Pitch  to  tradi8onal/ hybrid/   online  outlets Amplify  on  social   media  channels Outreach  to  bloggers/ influencers/ advocates THEN NOW
  6. 6. 1.  More  than  75%  of  journalists  say  they  feel  more  pressure   now  to  consider  their  story’s  poten8al  to  be  shared  on  social   plaVorms. 2.  To  make  their  stories  more  shareable,  journalists  are   infusing  their  stories  with  five  key  ingredients:  video/images,   brevity,  localiza8on,  more  use  of  human  voice  and  a   proximity  to  trending  topics. 3.  Journalists  see  five  key  trends  impac8ng  their  profession  this   year:  more  mobile-­‐friendly  content,  faster  turnaround   8mes,  more  original  video,  less  newsroom  staff  and  social   media  growing  in  influence. Study: Today’s Media Pressures h"p://www.edelman.com/insights/intellectual-­‐property/2015-­‐edelman-­‐media-­‐forecast/  
  7. 7. Good PR Stories… –  Are  about  people,  not  ins8tu8ons –  Establish  and  resolve  a  conflict –  Are  moving,  not  sta8c –  A  great  story  =>  great  content     =>  engages  people  =>  people  share  great  content PR  is  built  on  EARNING  the  right  to  have  your  story  featured  –     a  relatable  story  around  your  brand  that  drives  engagement  and  relevance.
  8. 8. How Do We Build Your Narrative? Step 1: Define your audience Step 2: Understand their media habits Step 3: Identify why you matter Step 4: Draw in your audience Step 5: Put it into context Step 6: Bring in the brand
  9. 9. Step 1: Define your audience
  10. 10. Gender Age Income Marital  Status Parental  Status Occupa8on Household  Income Loca8on Lifestyle Health Fear Excelling  at  their  job Safety Growing  their  business Values Family Keeping  their  job Achieving  their  dreams Step  1 This is a “consumer.”
  11. 11. Trust in sources for general news and information 58 53 44 63 46 2012 2013 2014 2015 2016 Source:  2016  Edelman  Trust  Barometer  Q178-­‐182.  When  looking  for  general  news  and  informaHon,  how  much  would  you  trust  each  type  of  source  for  general  news  and  informaHon?  Please  use  a  nine-­‐point   scale  where  one  means  that  you  “do  not  trust  it  at  all”  and  nine  means  that  you  “trust  it  a  great  deal.”  (Top  4  Box,  Trust)  General  PopulaHon  and  Millennials,  25-­‐country  global  total.       *From  2012-­‐2015,  “Online  Search  Engines”  were  included  as  a  media  type.  In  2016,  this  was  changed  to  “Search  Engines.”   **From  2012-­‐2015,  “Hybrid  Media”  was  included  as  a  media  type.  In  2016,  this  was  changed  to  “Online-­‐Only  media.”       Millennials     even  more  trus8ng     of  digital  media  than   general  popula8on Industry 2012 2013 2014 2015 2016 Search engines* 61 58 61 62 63 Traditional media 62 59 61 57 58 Online-only media** 46 44 47 45 53 Owned media 41 40 43 43 46 Social media 44 41 44 45 44 General     Popula8on Millennials Gap 66 3 58 0 58 5 51 5 51 7 Step 2: Where is your audience getting its information?
  12. 12. what Step  3 VS. why Step 3:Identify why you matter
  13. 13. Old  vs.     New/Young Time  & Space Regional   Variances Na8onal   Variances Disrup8ve   Tech Step 3: What are your competing forces? Your Company Industry   Impact Step  3
  14. 14. 1.  Get  in  close  &  personal –  Family –  Home  and  health –  Community –  Work/workplace –  Humanize  it! 2.  Connect  the  dots –  Tie  to  news/current   event –  Iden8fy  a  trend –  What  can  you  tell  them   that  they  don’t  already   know? Step 4: Draw in your audience
  15. 15. –  Why  hasn’t  this  problem  been  solved?   –  What  are  the  consequences  of  inac8on? –  What  is  your  unique  perspec8ve?   Step 5: Put it into context
  16. 16. –  Why  do  you  want  to  help? –  What  is  your  proposed  solu8on? –  Why  do  you  believe  your  solu8on  will   work  where  others  have  failed? Step 6: Bring in the Brand …paint a picture of a future that needs you in it.
  17. 17. The pace of business innovation is too fast by a 2-to-1 margin Q349-­‐351.  Below  are  a  number  of  statements.  For  each,  please  think  about  the  pace  of  development  and  change  in  business  and  industry  today  and  select  the  response  that   most  accurately  represents  your  opinion.  (Not  Enough,  Too  Much)  Informed  Publics,  27-­‐country  global  total.  (2015  Edelman  Trust  Barometer) The pace of development and change in business and industry today is… 28% TOO FASTJUST RIGHT 19% 51% TOO SLOW The  Earned  Brand  |  Edelman  2015  |   h"p://www.edelman.com/insights/intellectual-­‐property/earnedbrand/  
  18. 18. But they question your motives 66% 70% 65% 69% 67% 61% 65% 65% 67% 62% 65% Global     Australia   U.K.   U.S.   Japan   France   Germany   Brazil   China   India   Mexico   Q14.  What  do  you  think  the  role  of  innova8on  is  for  brands  today  and  in  the  future?  (today)     Percent  who  say  the  role  of   innova8on  for  brands  today  is   “to  make  more  money  for  the   company”: The  Earned  Brand  |  Edelman  2015  |   consumers  believe  brands  are   innova0ng  to  make  more  money   for  the  company   in 2 3 h"p://www.edelman.com/insights/intellectual-­‐property/earnedbrand/  
  19. 19. People believe that brand 
 innovation should have big 
 goals with societal impact Q14.  What  do  you  think  the  role  of  innovaHon  is  for  brands  today  and  in  the  future?  (in  the  future)           to  improve   society     to  push  our   thinking  as     a  society     to  let  us  be  one  step   ahead  of  other   countries   69% 63% 66% The  Earned  Brand  |  Edelman  2015  |   agree  that  brand  innova0on   needs  to  impact  society   (one  or  more  of  the  following)   in 9 10 h"p://www.edelman.com/insights/intellectual-­‐property/earnedbrand/  
  20. 20. –  Inform  transparently  so  you  can  educate   consumers  to  help  them  make  a  choice –  Operate  with  purpose  to  show  how  you  fit   into  the  bigger  picture  and  are  an  ac8ve   par8cipant  in  society –  Make  your  mark  by  doing  something  unique   or  differen8a8ng  that  is  worth  of  aLen8on –  Live  with  character  that  is  true  to  your  brand   and  has  a  personality  that  consumers  can   buy  into Brand Behaviours The  Earned  Brand  |  Edelman  2015  |   h"p://www.edelman.com/insights/intellectual-­‐property/earnedbrand/  
  21. 21. –  Do  you  have  a  third-­‐party  spokesperson  who  can  vouch  for   you?     –  What  data/research  do  you  have  to  support  your  proposed   solu8on? –  What  about  anecdotes/tes8monials?   –  Visuals  (photos,  infographics,  videos,  video  illustra8ons) How about some support? Step  6
  22. 22. Every Voice Matters Percent  who  trust  informa8on  created  by  each  author  on  social  networking   sites,  content  sharing  sites  and  online-­‐only  informa8on  sources,  2015  vs.  2016 General     Popula8on 50%   67 61 53 46 39 46 40 34 30 26 78 65 62 55 49 44 42 37 32 31 My friends and family An academic expert Companies that I use Employees of a company A company CEO A journalist A well-known online personality Elected officials Celebrities Companies I don’t use* Source:  2016  Edelman  Trust  Barometer  Q598-­‐609.  Thinking  about  the  informaHon  you  consume,  how  much  do  you  trust  the  informaHon  from  each  of  the  following   authors  or  content  creators?  (Top  4  Box,  Trust)  General  PopulaHon,  27-­‐country  global  total,  quesHon  asked  of  half  the  sample.     *  Asked  as  “Brands  I  don’t  use”  in  2015.   +11   +10   2015   2016  
  23. 23. Ask  yourself: Does  your  story  start  with: A)  People  and  their  problems B)  A  brand  /  product Is  the  picture  you  paint:   A)  Specific B)  General   Do  you  offer: A)  Third-­‐party  research  and/or   customer  tes8monials B)  Pla8tudes  and  opinion Does  your  story  place  emphasis  on: A)  Emo8on B)  Tech  specs  and  data Do  you  have  informa8on  gaps? A)  No B)  Yes Do  you  believe  the  story? A)  Yes B)  No Step 7: Take a step back
  24. 24. Ask  yourself: Does  your  story  start  with: A)  People  and  their  problems B)  A  brand  /  product Is  the  picture  you  paint:   A)  Specific B)  General   Do  you  offer: A)  Third-­‐party  research  and/or   customer  tes8monials B)  Pla8tudes  and  opinion Does  your  story  place  emphasis  on: A)  Emo8on B)  Tech  specs  and  data Do  you  have  informa8on  gaps? A)  No B)  Yes Do  you  believe  the  story? A)  Yes B)  No Step 7: Take a step back
  25. 25. Recap
  26. 26. 1 A  great  story  is  built  on  a  human  insight  or  universal     truth  your  audience  cares  about  –  it  goes  beyond     product  news  and  drives  a  bigger  conversa8on 2 Taps  into  a  current  societal  or  cultural  trend     and/or  solves  a  real  problem 3 An  ownable  story  or  narra8ve  told  in  language     people  use  (no  jargon!!) 4 Connects  the  consumer  emo(onally  to  the  brand     +  resonates 5 Taps  into  credible  +  trusted  advocates  that     already  influence  your  target 6 Creates  a  moment  in  8me  or  leverages  a  8mely  hook 7 Comes  to  life  via  content  with  strong  visual  appeal     (video,  infographics,  images) 8 Integrate  work  across  all  marke8ng  disciplines 9 Promotes  and  protects 10 Is  measurable Must-Haves
  27. 27. Thanks Jason  Kinnear   Senior  Vice  President/NaHonal  Sector  Lead,  Technology   Edelman  Canada   jason.kinnear@edelman.com      
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In this session of Entrepreneurship 101, we define the field of marketing and communications, covering the basics of advertising, branding, public relations and social media. We explore the idea of traction, and provide an overview of the 19 different channels and activities that have the potential to move the needle for your business. Key topics covered: Brand identity, traction, PR and social media.

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