menu

Shawn Parr: How To Connect With People When Telling Stories Online

Shawn Parr: How To Connect With People When Telling Stories Online
Advertising

When trying to reach an online audience brands need to create a cohesive and believable narrative.

Shawn Parr, Bulldog Drummond
  • 16 june 2013

If you haven’t heard of Lovesocial, you’ve definitely heard about their work.

The company grew out of founder Azita Ardakani’s direction on the campaign “Summit on the Summit” which drew in 12 million Twitter impressions in one day. Flash forward three years and, at the young age of 27, she has a four-year-old social media storytelling agency that credits Jack Dorsey as its advisor and Todd Moscowitz as the first investor, and she has even been quoted in print by Seth Godin. She sits on the advisory board for Hootsuite, a social media dashboard with over 7 million users. Harnessing the power of emerging technologies and digital storytelling, Azita’s anti-agency thrives because of its unorthodox approach, which has attracted such clients as Oprah Magazine, Michael Kors, United Nations Foundation, UNREAL Candy Company, The Global Alliance for Improved Nutrition and documentaries such as Miss Representation and Gasland.

This Canada-born company has recently launched offices in New York and they have a story to share with America. It’s one about being rooted in commitments, not just campaigns. It’s about cutting through the noise with an understanding that simplicity and authenticity is the ultimate strategy for success. But what really sets Lovesocial apart is their commitment to the greater good. Azita is the youngest owner of a B Corporation and has committed herself to helping triple bottom line organizations. She is an exemplary case study for young and innovative companies who are using their business brilliance to make the world a better place. In her eyes, this is the future of marketing communications.

I recently had the opportunity to talk with Azita about her top three tips for anyone looking to tell a successful story online. This is what she shared:

Expand your idea of value.
According to Azita – and I agree – values aren’t equal to sales, revenue or profits. If you can begin to look at your value in human terms – rather than business terms – you will see that value is really all about your purpose, what you believe in and what you’re doing in the world. When you’re telling your story, people don’t want to hear about how much money you’re making or even how great your product is – they want to hear what you truly care about and the problem you’re solving for the world.

Establish common language.
Everyone from your most junior employee to your most senior executive needs to talk about your brand in precisely the same way to ensure that your customers, old and new, understand exactly who you are and what you do. When sharing your story online, consistency is key, and if people—even your own employees—are left to create their own explanations, the output is likely to have a wide array of confusion-causing variance.

Give your brand a human voice.
What type of person will best deliver the message of your brand? Think about what they would sound like, what their tone would be like and what type of personality they have. Write down all of their unique attributes and always communicate from the perspective of that person.

Shawn Parr is the CEO of Bulldog Drummond, an innovation and design consultancy headquartered in San Diego. Clients and partners have included Starbucks, Diageo, Jack in the Box, Adidas, MTV, Nestle, Pinkberry, American Eagle Outfitters, Ideo, Virgin, Disney, Nike, Mattel, Heineken, Annie’s Homegrown, The Michael J. Fox Foundation for Parkinson’s Research, CleanWell, The Honest Kitchen, and World Vision. Follow the conversation at @BULLDOGDRUMMOND

[Image: Flickr user Freefotouk]

Trending

Modular System Lets Musicians Create Their Own MIDI Controllers

Arts & Culture
Travel Yesterday

Mercedes Reveals Dazzle-Free LED Headlights

Digital Light offers great precision with a resolution of over two million pixels

Product Launch Yesterday

Nissan Is Testing A Digital Car Sharing Program In Europe

Nissan plans to launch their new service in Paris sometime this year to trial the profile-matching service

Trending

Get PSFK's Related Report: Future of Retail 2017

See All
Social Media Yesterday

Your Favorite Tweets Are Now Wearable

This temporary tattoo allows fans to wear their most favorite moments from the social platform

Health Yesterday

This Mirror Tracks Your Dark Circles And Fine Lines

HiMirror is a device snaps a photo of your face every day to provide feedback on how to care for your skin

Related Expert

Ramesh Raskar

Virtual Reality & Computer Imaging

Sustainability Yesterday

Biodegradable Furniture Made From Pine Needles Could Be The Next Phase Of Sustainable Living

Premiering at Dutch Design Week 2016, the collection fully utilizes an often wasted material

Retail Yesterday

Creative Director: Navigating The New World Of Founder-Brands

Richard Smith, Creative Director at Sullivan, explains how visionaries like Elon Musk and Mark Zuckerberg approach their branding and why it’s important to apply brand thinking to founders’ products

Syndicated Yesterday

Madrid's 'Robin Hood' Cafe Charge The Rich To Feed The Poor

The charity restaurant makes money from customers by day to offer homeless people meals at night

PSFK LABS REPORT

Future Of Retail 2017
Transformation Strategies For Customer-First Business
NEW

PSFK Op-Ed december 5, 2016

Store Technology Expert: Why Retailers Must Invest In Store Associates

Jan Kotowski, Head of Product at Tulip Retail, shares his thoughts on how retailers should be preparing for the future

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

USA Yesterday

Amazon Launches Cashier-Free Store For Ultimate Efficiency

The retailer is looking to make shopping even faster by letting customers instantly pay as they walk out the door

Augmented & Virtual Reality Yesterday

Marble-Like Mini-Worlds Invade Miami Art Week And Your Mobile Screen

The gallery world's sphere of influence seems to be expanding into the realm of Pokémon Go—why that's a good thing

Technology Yesterday

A 'USB Stick' That Can Detect HIV Levels

The simple device developed at Imperial College London measures viral load in less than 30 minutes

Customer Retention Yesterday

Crafting The Personalized Retail Experience

Marriott International's Christopher Baer shares insights into how the hospitality company is strategizing customer service

Retail Yesterday

Zagat's Cafe Offers Tiny Replicas Of Classic NYC Dishes

The restaurant rating service created buzz for its new guide and app by opening a tiny food cafe

PSFK EVENT

FUTURE OF RETAIL 2017:
Conference Built Around Report Launch
BUY TICKETS

Children Yesterday

Experience The White House In Augmented Reality Using A $1 Bill

1600 Pennsylvania Ave. is an AR app designed to help people learn about the history and significance of the United State's capital building

Travel Yesterday

Portable Computer Monitor Opens Up Like An Umbrella For Travelers

This mobile screen and projector means work can go anywhere and still feel like working from home

Food Yesterday

Starbucks Is Selling An Automated Temperature-Setting Mug

For those looking to keep their coffee hot on their winter commutes, the coffee chain has created a device that keeps beverages exactly at their desire temperature

No search results found.