How Cinnabon Built Their Sweet Social Media Program

Jul 26, 2019

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Marissa Sharpless, Sr. Manager, PR and Social Media at Cinnabon, joins the Social Pros Podcast to discuss the power of storytelling on social media.

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Storytelling on Social

People have been telling stories since the dawn of time. A great story has the power to bring people together and foster meaningful relationships between brands and customers. But with no recipe to follow, how can you use social for storytelling?

The good news is that you don’t need a massive following to start connecting with your audience via storytelling. Even if you only have a handful of followers, knowing how to tell a good story on social can make waves that resonate outside of your community.

As Marissa Sharpless, Sr. Manager, PR and Social Media at Cinnabon rightly says, your storytelling ability is what will help you transform your fans into brand advocates. You don’t need to turn yourself into the next George R.R. Martin to be able to tell a story people will connect with. Your story could be something ‘small’ or as big as changing the world one Cinnabon at a time.

In This Episode:

04:23 - How Marissa went from being a reality TV star to the Sr. Manager of PR and Social Media at Cinnabon

09:39 – How Marissa’s background in broadcast journalism has helped her fuel Cinnabon’s success on social

11:00 – What it’s like working with multiple franchise owners

16:05 – How Cinnabon views paid social and use it to boost customer advocacy

19:03 – How to incorporate UGC in your brand storytelling

23:33 – How to use Twitter Chats and social listening to bond with your community

34:18 – How Cinnabon utilizes data when it comes to sales attribution

Resources

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