Storytelling & Emotive Digital Strategy

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

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Storytelling & Emotive Digital Strategy

  1. 1. Storytelling & Emotive Digital Strategy Jessica Quillin, PhD Chief Strategy Officer and Co-Founder, Atelier 36 jessica@atelier-36.com atelier-36.com
  2. 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. 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. 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. 5. Engage...
  6. 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. 7. Engage at All Levels•
  8. 8. It’s All About Social Currency
  9. 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. 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. 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.

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