Consumer Behavior In Social media Marketing Questions and lecture file in the attachments 1- WHAT DO THEY WANT? What do your customers want as it relates t

Consumer Behavior In Social media Marketing Questions and lecture file in the attachments 1- WHAT DO THEY WANT? What do your customers want as it relates to your product or
2• VILLAIN – Is there a root cause of your customers’ problems? Can you personify this
root cause as a villain? What is the villain in your customer’s story?
• EXTERNAL- What is a problem your customers deal with as it relates to your
product or service?
• INTERNAL – How is this villain making your customers feel?
• PHILOSOPHICAL – Why is it “just plain wrong” for your customers to be burdened by
this problem?
3• EMPATHY – What brief statement can you make that expresses empathy and
• AUTHORITY- How can you demonstrate competency in solving your customer’s
4• PROCESS – Are there 3 or 4 steps your customers can take that would lead them to a
sale or explain how they would use your product after the sale?
• AGREEMENT- List the agreements you can make with your customers to alleviate
their fears of doing business with you.
5• DIRECT – What is your direct call to action?
• TRANSITIONAL- What transitional calls to action will you use to on-ramp
6- List the positive changes your customers will experience if they use your product or
7- List the negative consequences your customers will experience if they don’t use your
product or service.
8- FROM – How was your customer feeling about themselves before they used your product
or service?
• TO- Whom will your customer become after they use your product or service? What
is their aspirational identity?
Professor Jay Mandel
Jack Welsh College of Business
Sacred Heart University
First, Some Feedback on
the audit assignment
Who is your
Identifying a target audience of consumers
is among the most crucial elements for a
new business operator to consider. Without
knowing your target market, or whether an
audience even exists, you can’t realistically
expect your business venture to survive.
Learning to distinguish between different
audiences makes it easier to determine
what segments of consumers truly support
your business and whether they are going
to become more than one-purchase
Each color
a different
More focus on
Who are they? What worked for them? What
didn’t work? Gaps you can address? Are you in
the lead? Challenger brand?
I wonder what
Show how you got
to insights and
Write plans in
Third Person
The third person (he, she, it, they) sounds
more professional and business-like. If you use
the first person, you tend to sound like a
cheerleader and less like a reasonable person.
Marketing plans
are live
As you learn more, include it. If you change
your mind, revise it. Even after you have
Use more
sources than
Blow out your
and threats. Also
consider Geo
Make it easy to
read and
Followers, likes, and
comments have
very little to do with
your overall success
Metrics that
Engagement – percentage of your
followers who are engaging with
your content through likes and
Conversions – the number of actions
your followers take with regards to
your content.
How to calculate engagement
Total # of Likes + Comments in the Past 30 Days: ____________
Total # of Posts in the Past 30 Days: _____________
Total # of Followers: _____________
Total Likes + Comments DIVIDED BY Total Posts: ___________
Average Likes + Comments DIVIDED BY Followers: ________
MULTIPLY Engagement by 100 to Get a Percent: ________%
How do you know
what’s good
Some example conversions are: visits to
your website, opt-ins to a mailing list, direct messages via
comments on posts, or inquiries.
Whatever conversion factor you choose to measure, the
goal is to measure that same factor for 90 days.
Stats to Include

Current Followers

Follower Growth – Last 30 Days

Engagement Rate – Last 30 Days

Post Frequency – Last 30 Days

Story Frequency – Last 30 Days
Current Conversions


Most Engaging Post Last 30 Days for your brand and competition.



Least Engaging Post Last 30 Days



A format to consider
Building a story
Your customer should be the
hero of the story, not your brand.
Simply put, the more simple and
clear a message is, the easier it is
for the brain to digest.
3 things in 5
What you offer
How it will make their lives
What they need to do in order to
buy it.
Principle 1:
The Customer is the Hero,
Not Your Brand
Open Up a Story Gap
When we define something
that our prospects and
customers want, you create
a story gap in their mind
with them wondering if you
can fill the gap for them.
Choose a Single Focus
You can’t focus on multiple things. Your brand needs to be
known for one story, and one story only.
Choose a Desire Relevant to
Their Survival
● conserving financial resources;
It’s not enough to create any old
desire, it needs to be something that
is relevant to their survival, which
these days means things like:

considering time;

building social networks;

gaining status;

accumulating resources;

the innate desire to be
generous; or

the desire for meaning.
Principle 2:
Customers Buy Solutions
To Internal Problems
Every Story
Needs a Villain
In a story, a villain creates an external
problem that causes the hero to
experience an internal frustration, that
is philosophically wrong.
Four Characteristics of a Villain
The villain should be a root problem. For instance,
frustration isn’t a villain – the high taxes that make us
frustrated, are.
The villain should be relatable – your customers should
immediately recognize it as something they hate.
The villain should be singular – too many villains and a
story falls apart.
The villain should be real – don’t invent a villain that
doesn’t exist.
The external
The external problem is a
physical and tangible problem
the hero must overcome. The
ticking time bomb planted by the
villain in an action movie is a
classic example.
The internal
The internal problem is where
the magic happens. In most
stories, the hero struggles with
the question of whether or not
they have what it takes to solve
the external problem. This inner
frustration is what people are
truly motivated to solve. Apple
solves the inner frustration of
being intimidated by computers.
The philosophical problem is all
about the question why. Why
does this story matter in the
grand scheme of things? People
want to be involved in a story
that’s larger than themselves.
Let’s walk through questions

Is there a single villain you can stand against?

What problem is that villain causing?

How does that external problem make your customers

Why is it unjust for people to have to suffer at the hands of
this villain?
Principle 3:
Customers Are Looking For
A Guide
Why do we need a hero ?
Position your
brand as a guide:
When we empathize with our
customer’s dilemma, they feel
like we understand them.
Customers want to do business
with brands that they feel they
have something in common with.
Position your
brand as a guide:
We want our guides to be
likeable and to be like us, but we
also want them to have
experience helping other heroes
conquer their challenges.
Ways to Demonstrate Authority

Testimonials (other people describing their success with
your brand),
Statistics (how many people have you helped),
Awards (which work even if customers haven’t heard of
the award),
Logos (if you are in a B2B environment).
Principle 4:
Customers Trust a Guide
Who Has a Plan
Imagine your customers standing
at the side of a rushing creek
they want to cross. They hear a
waterfall downstream, and start
to wonder what might happen if
they fell in and went over the
The process plan
This is the plan that tells your
customer how to buy your
product, how to use your
product, or both. These plans are
about eliminating confusion.
The agreement
This is a list of agreements you
make with your customers to
help them overcome the fear of
doing business with you.
Principle 5:
Customers Do Not Take
Action Unless The Are
Challenged To Take Action
Just ask
Quite simply, you need to ask your customer to take whatever action you
need in order to advance the sale.
Direct Calls to
Direct calls to action include
things like “buy now” or
“schedule an appointment” – it’s
the ultimate step you want them
to take while they are on your
Calls to Action
These are the intermediary steps
you can ask your customer to
take before they purchase. They
contain less risk for the customer
and are usually free. Some
examples include asking people
to watch a webinar, download a
pdf, or take a free trial.
Calls to Action do
three powerful
things for your

They stake a claim to your
territory. If you want to be a
leader in a certain territory,
stake a claim before your
competition beats you to it.

They create reciprocity. The
more generous you are in giving
away free information, the more
likely your customers will be to
purchase from you in the future.

They position your brand as the
Principle 6:
Every Human Being Is
Trying To Avoid A Tragic
Every great story
includes what’s
at stake.
They always tell you the terrible
things that will happen to the
hero if they don’t succeed.
For instance…
if you were a used car business
you might consider using the
fears of:
(a) getting ripped off by a used
car salesman
(b) being stuck with a lemon and
(c) feeling taken advantage of.
Principle 7: Never Assume
People Understand How
Your Brand Can Change
Their Lives. Tell Them
The ending to the
story should be
specific and
You need to make it crystal clear
what your customers lives will be
like if they use your product or
Winning Power
and Position
If your brand can help your
customer more esteemed and
respected, and appealing in a
social context, you are offering
something they want. Brands like
Mercedes and Rolex sell status as
much as they do luxury.
Union That
Makes The Hero
The idea here is that the hero is
rescued by somebody or
something else that they needed
in order to be made complete.
or Acceptance
We all feel the need to reach our
potential. At the core of this need
is the desire for self-acceptance.
The process of creating a StoryBrand is simple, but it’s not easy. But in the
end, it’s worth its weight in gold.
Clearly communicating how your company can participate in the
transformation of your customer not only helps you sell more to
everybody who hears about you, it also helps you create brand
And that is the most powerful marketing tool of all.

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