Five Principles for Storytelling in a Multi-Screening World
Five principles forstorytelling in a multi-screening world. Dirk Shaw, Senior Vice President
How do you execute an integrated approach toenterprise storytelling across a vastcommunications ecosystem in a compelling,continuous manner across multiple screens?
Silos will be broken, stories will bestronger than ever to resonate withthe consumption habits of our ever-evolving audience tailored to theplace and time they choose tointeract with us.
Our narrative will also evolve, from a single point in apress release or advertisement to a living entity thatdevelops fully over the course of weeks or monthsacross multiple platforms.
Let’s first look at media consumptiontrends shaping why we need toengage in multiscreen storytelling. http://www.ﬂickr.com/photos/skypeconversations/4663159138/sizes/l/in/photostream/
People are makingmore time for mediaconsumptioneMarketer estimates that the average adultconsumes more than 11 hours of media content perday. In November 2011, Facebook alone accountedfor an average of 6.6 hours of US social networkusers’ time during the month.
Ways that US Internet Users Talk Online AboutBut, its happening the TV Ads They Are Watching, by Simultaneous Device Used*,across multiplescreens at the same 30time. 22.5 15 7.5 0 Smartphone Computer Tablet Text/email/IM with friends about ads Social network with online communities about ads Voice chat with friends about ads Social network with friends about ads Forums blogs or ads website about ads source: eMarketer
Which has accelerated the growth of the“Second Screen,”. The second screenenables us to create a coordinatedand even synchronous conversationacross media.
The increase in multi-screening,coupled with time spent onsocial channels means existingcontent creation strategies needto evolve.
1. Act Like A PublisherThe growth of social and mobile channels makes it challenging to tell aconsistent story but also provides a great payoff when it can beorchestrated in a way that ladders back up to the brand level. In order toachieve this level of consistency there needs to be a single editorialstrategy to align all social content to the global brand messaging,products and proof points.
2. Plan A Multi-Channel NarrativeThe new path to purchase is not a straight line anymore. Platform, devicesand location provide new opportunities to continuously unfold the narrativein a way that is optimized for the context in which it is being consumed. Todeliver an always on content experience the story arc will be scriptedacross multiple channels with clear calls to action that allow people toengage deeper with the content and the community.
3. Be Creatively SwiftActing at the speed of social requires a new creativemindset that understands how to create experiences thatare social by design and can move from idea to executionin a rapid manner while staying true to the brand.
4. Use content to build relationships: Conversation mixToo much of the coordination across screens is stillbroadcasting what is happening somewhere else. Knowing theaudience, their needs and what they ﬁnd valuable allows the FEATURE: Strictly related to product featuresstory to be tailored in ways that are unique to the audience, 25%platform and context. Keeping each of these in mind whilecreating content ensures were always surprising and delightingour audience with great content whenever theyre ready tointeract with it. BRAND: Related but not strictly product focused 25% TOPIC: directly related to brand but not purely brand message 50 % Volume of Content
5. Cross discipline collaboration:Telling a brand story is everyone’s job. In order to beconsistent, swift and persuasive a tight integration must becreated within the organization and across agency partners. Communications Marketing Strategy Editorial Mgt Creative Legal Measurement Platforms Sales
Understanding youraudiences multi-screening behaviorswill open newopportunities to moredeeply engage in aﬂuid dialog withconsumers acrossmultiple platforms inreal-time.
CONNECT WITH ME Dirk Shaw, Head of Social@Ogilvy West @dirkmshaw www.dirkshaw.com firstname.lastname@example.org