Storytelling & Emotive Digital Strategy

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From speech given at FC Labs in NYC on 03/29/12.

From speech given at FC Labs in NYC on 03/29/12.

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  • 1. Storytelling & Emotive Digital Strategy Jessica Quillin, PhD Chief Strategy Officer and Co-Founder, Atelier 36 jessica@atelier-36.com atelier-36.com
  • 2. The Story about Story• Today’s digital storytellers need to create transmedia experiences.• Companies must engage with consumers rather than at them with a brand authentic story.• The measure of success with brand storytelling is about appealing to a consumer’s emotions.
  • 3. Consumers Love Brand Story• Consumers respond to a brand’s vision and story when they buy things.• A company’s story is a powerful part of brand identification that can create consumers for life.• Consumers are interested in quality, craftsmanship, and provenance.
  • 4. Brands Write Their Own Story Companies need strategy and story to achieve maximum ROI. Brand Messages Fans “Talk” News Feed Build Brand Reach about News Content Maximum Story; Consumers Feed Spreads to Reach; ROI Get Fans through Content “Friends” News Feed 1. Cut-Through II. Engagement III. Amplification• Source: Michael Lazerow and Linda Abraham, “How Social Media Influences Consumer Behavior,” http://www.slideshare.net/lazerow/how-social-media- influences-consumer-behavior
  • 5. Engage...
  • 6. Make the Leap ... Get People Involved• Consumers who engage with brands over social media demonstrate a deeper emotional commitment to the brands.• While the average billion-dollar company spends $750,000 a year on social media, many big companies invest significantly more.Source: Bain & Company, “Putting Social Media to Work,” 12 Sept 2011, http://www.bain.com/publications/articles/putting-social-media- to-work.aspx
  • 7. Engage at All Levels•
  • 8. It’s All About Social Currency
  • 9. Digital “Storytelling”• “Storytelling” refers to taking a story-specific approach to marketing, as opposed to a message- or product-driven one.• “Story” is about establishing an authentic brand voice and a strong unifying concept.• “Transmedia narrative” refers to a consistent, brand-identifiable story across all digital media platforms.
  • 10. Digital Storytelling Techniques• “Plot” or storyline – i.e., a course of action or series of events – that can be developed across different media outlets.• Intriguing “characters” or actors (whether a person, product, or idea) to carry out the action.• A simple, pervasive way to tell different parts of the story across various media outlets.
  • 11. And the Moral is...• Use social media as a part of a strategic plan to articulate and grow your brand story.• Don’t be afraid of mini-narratives or focused storytelling to tailor efforts to key consumers.• Watch, measure, understand, and respond to learn what makes your consumers tick.