Presentation for WOM Marketing Summit 2013 by Edelman Japan

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Presentation for WOM Marketing Summit 2013 by Edelman Japan

  1. 1. SAME GAME, DIFFERENT RULESWhy Storytelling Is An Essential Part ofModern Marketing and CommunicationsMay 27 2013for WOM MARKETING SUMIMIT 2013
  2. 2. Who Are We?@AlexErasmus@AtsuoIshida
  3. 3. If You Want To Tweet...#WOMJ
  4. 4. I‟d like to start by telling ashort story…
  5. 5. What Is “Media”?
  6. 6. A Multi-Screen World
  7. 7. Think Like A Media Company
  8. 8. 89%NEED TO HEAR INFORMATIONMORE THAN THREE TIMES
  9. 9. 37%33%31%22%20%18%15%15%Technical expert in the companyAcademic or expertA person like yourselfCEONGO representativeRegular employeeFinancial or industry analystGovernment official or regulator8%14%16%18%22%24%32%42%Government official or regulatorFinancial or industry analystRegular employeeNGO representativeA person like yourselfCEOAcademic or expertTechnical expert in the company+ 9+ 72012 2013
  10. 10. But…
  11. 11. Infinite Amount of Content
  12. 12. Limited Attention Span
  13. 13. Storytelling
  14. 14. The Importance of a Story
  15. 15. “Those who tell the stories rulesociety.”Plato, legendary philosopher
  16. 16. “If you give your audience half achance, they‟ll do half youracting for you.”Katherine Hepburn,Oscar winner
  17. 17. What business impact doestelling stories have?
  18. 18. (US Share Price)
  19. 19. Why are Japanese companiesfailing to tell a compelling story?
  20. 20. Most Japanese companies don‟thave a „Master Narrative.‟
  21. 21. Promoting Your Story
  22. 22. The key to promoting yourstory is creating good content.
  23. 23. Good content is relevant tothe brand and…Funny// Provocative//Interesting// Useful
  24. 24. “Public engagement will becomethe only way to truly influencebehavior change.”Steve Rubel,Edelman’s Chief Content Officer
  25. 25. Public AdvertisingSpeedNews TriggerHow do you make content viral?
  26. 26. Good content and timing.(And advertising).
  27. 27. Measuring the Success
  28. 28. What does success look like?
  29. 29. Twitter/YouTube – Information and Greater AwarenessFacebook – ‘Discovery’ and Initial AwarenessBlog – Deeper Product ResearchWebsite – Purchase ConsiderationSalePR and other Marketing
  30. 30. Data can tell you to choose A or B.But it can‟t tell you what A or B is.
  31. 31. Tips for Online Measurement1. Set the agreed metrics – Edelman Digital Houseboat2. Check base metrics before starting content activities– Edelman Conversation Audit3. Ensure content team combines differentdepartments for quality convergence tracking –Edelman Content Workshop4. Set up ongoing measurement because it’s difficultto grade the success over a short period –Edelman Actionable Insights Report

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