manchester united

Six brand case studies that proved the value of storytelling

Storytelling in marketing terms isn’t just about producing an advert with a narrative, it’s about telling the story of the ‘brand’ across multiple channels and using various tools and methods.

Storytelling techniques can give credibility and personality to brands both large and small.

You can build more meaningful relationships with customers by either highlighting the people behind the brand, creating a distinct tone of voice across all channels or by using the history of the brand to broaden the richness and authenticity of your story.

Join us at our Festival of Marketing, a two-day celebration of the modern marketing industry held in November, where we have an entire stage devoted to Brand & Creative.

Here speakers will help you find the right story for your brand and teach you to how to grow your business while maintaining culture and brand authenticity.

In the meantime, let’s take a look at some other useful case studies.

Six Premier League football clubs with innovative digital strategies

You need only look at the trending topics on any Saturday from August to May to know that football is a big deal on social media.

Premier League clubs weren’t slow to take advantage of this fact, so digital and social channels are now firmly part of the marketing mix for most teams.

To give some insight in this topic, I’ve rounded up a few interesting campaigns which show how Premier League teams are using digital to interact with fans.

For more on this theme, read our posts looking at Premier League clubs that use Twitter’s Vine and the arduous task of buying football tickets online.

Top of the social Premier League: Arsenal, Man U, Liverpool & Spurs

Arsenal are apparently the most talked about Premier League team on social media, followed by Manchester United, Liverpool, and Tottenham.

The rankings were calculated by RadiumOne based on the number of stories shared about each team on popular sports news websites, combined with how effectively each club has been interacting with its fans in the 30 days leading up to the 20th game of the season.

Personally I’m just pleased to see Spurs back in the top four, but it’s also worth investigating further to assess how each club approaches social media.

As such, here’s a quick look the Twitter feeds of the four clubs that top RadiumOne’s rankings. And for more information on this topic, read Ben Davis’ in-depth post detailing Manchester United’s strategy on Facebook, Twitter, Google+ and Sina Weibo

Heart attack and Vine: the best six second accounts

Word up to all the Tom Waits fans that recognise this post’s headline.

I’ve tried to round-up some vines that haven’t been featured here before, and I’ll try to inspire some of you to look again at the tool. Although lots of brands started using Vine back in winter when it launched, many have forgotten about it.

It’s so easy to use, and immediately marks out any Twitter account as willing to share some fun with fans. As Airbnb, and many others, show, it’s also a good medium to use for competitions, as vines are easily sharable and defined by brevity and, hopefully, wit.

How Manchester United uses Facebook, Twitter, Sina Weibo and Google+

Manchester United has only been active on Twitter and Sina Weibo for one month, and Google + for less than a week. 

But with MUFC website traffic, in the last month of the 2012/2013 soccer season, at 67m page views, it’s obvious there’s plenty to work with here.

Along with a well-established Facebook page, MUFC has a foolproof and rather well executed strategy, best summed-up by the first G+ post.

Here you’ll find a steady stream of iconic imagery, behind-the-scenes access, in-depth analysis and succinct storytelling about our club’s rich history.

With Facebook adding many opportunities for MUFC to harvest email addresses from competitions and the like, and G+ a promising prospect for the same, there’s much to be cheerful about. Growing a big sports brand on social media is the equivalent of hitting a cow’s backside with a banjo.