The easiest way to get started with Tappable Stories. From beginners lever all the way to expert level.
This guide helps you introduce Web Stories quickly, easily and cheaply. It is based on our experience with getting teams started. We describe the step by step process of validating the Web Story format and Tappable as a tool. We'll take you through a series of internal testing experiments and getting stakeholder buy-in. We explain how to scale-up and measure your audiences' interest. And collect specific and measurable data at every step along the way. Follow this process to write and present that killer Web Story pitch to your senior management team.
Adopting a new format and technology is very much like developing a new skill. Say you want to develop your cooking skills but you've never done anything beyond boiling eggs. What do you do? You don't start by buying expensive professional equipment, right? You work with the equipment you have at hand and you evolve progressively into maybe becoming a Michelin Starred Chef one day. And that's exactly how you're going to proceed with Web Stories!
You're here, so you see the potential and the value of Web Stories. But will your audience like Web Stories? And how do you align your team and company behind Stories? After all, you have absolutely no guarantee that the work you put into integrating Tappable will be met with concrete results further down the line.
This playbook will help you try the format with as little investment as possible and using what you already have. We've broken down the Story creation and distribution process into small reachable milestones. Your goal is to test the format before you make any major commitment.
Now, are you ready to start cooking?
It's only natural to test new formats and products progressively. You only engage in their adoption once they have proven to be popular amongst your internal stakeholders and audiences. And at this stage you don't want to spend too much time testing and prototyping, right?
Tappable's First Story Creation service helps you to test the waters without putting pressure on the workload of your own team. Or you can follow this first step that is meant to help you test the format using existing content while mobilizing very little resources. We're basically going to open your fridge, pick a couple of ingredients you already have and try to prepare something that won't make your kids order takeout...
We recommend creating your first Editorial Story as a collection of breaking news headlines. This can be completed under an hour and could look something like this. View Story
You've noticed positive reactions and got enthusiastic feedback on your first Web Story? Check out Step 2 to validate your observation and measure the impact of the format on a wider scope.
Your audience likes Web Stories and they're asking for more but you're not sure if it's really just a ephemeral hype or if the trend is real. You can continue testing the format on your Social Media. This time, you can go one step further by adding a few variables a monitoring the results. And you can still do it all this without soliciting your tech team!
Team up with a designer to create a template that you can re-use for multiple Stories.
Use your existing content (your daily headlines, most recent article, week-end digest...).
Use your Social Media accounts to test the format with your pre-established audience.
Follow the guided process in Step 2 for a detailed testing procedure. The resources at hand are all that you need for this step, only with more precision for more measurable results this time. You have all the ingredients to prepare your afternoon a cake, just make sure to use the scale!
Most organisations go through the second step in about a month. Very often it is just the initiator who handles this phase, or a very small team. The results are audience based, specific and measurable. They are ready to be presented to the management team. Laying the groundwork this way generates stakeholder buy-in and a solid implementation of Tappable inside your organisation.
Now that you've tested the format with accessible resources, you probably want to take your Web Stories' game up a notch. Let's try to distribute your Web Stories through your own platforms and channels!
You've tried Web Stories through your Social Media or your own outbound channels. You saw positive signs of reception from your audience and you'd like to take your trial one step further? Rest assured, you don't need to call in your developers yet. All you need is access to your Website.
This is where you get your web manager involved for links and embeds on your platforms.
Use any existing content you want to reformat or start from scratch.
Use your Website or app to test the format with your own traffic.
Step 3 will allow you to test the format further with your own platform users. We're basically going to pair the meal you just cooked earlier with a wine from that wine boutique a couple of blocks away.
Most organisations go through the third step in about 2 months in addition to the testing in the second step. Generally it is small team that is in charge of this phase. The results are then presented to management and—subject approval—multiple different teams: sales, content, safety, HR... It allows your teams to exchange over the format and its use potential.
After a third testing phase with accessible resources, you feel like you can safely embark on a durable journey with vertical formats and mobile-friendly content? Then it's time to shift gears and integrate Web Stories into your work processes!
Note that the integration process is very specific to each and every company. Here are some potential direction
Our team will help you set up Tappable into your organisation and will ensure your custom integration is successful and fully adapted to your needs. Please reach out to us to set up a meeting and discuss Tappable's integration further.