The increase in multi-screening, coupled with time spent on social channels, means content creation strategies need to evolve. Here are five principles to help you succeed.

1. Five Principles for
Storytelling in a
Multi-Screen World
Dirk Shaw | Head of Social@Ogilvy West
July 2012

2. How do you execute an integrated approach to
enterprise storytelling across a vast
communications ecosystem in a compelling,
continuous manner across multiple screens?

3. Silos will be broken, stories will be
stronger than ever to resonate with
the consumption habits of our ever-evolving
audience tailored to the
place and time they choose to
interact with us.

4. Our narrative will also evolve, from a single point in a
press release or advertisement to a living entity that
develops fully over the course of weeks or months
across multiple platforms.

5. Let’s first look at media consumption
trends shaping why we need to
engage in multiscreen storytelling.
http://www.flickr.com/photos/skypeconversations/4663159138/sizes/l/in/photostream/

6. People are making
more time for media
consumption
eMarketer estimates that the average adult
consumes more than 11 hours of media content per
day. In November 2011, Facebook alone accounted
for an average of 6.6 hours of US social network
users’ time during the month.

7. But, its happening
across multiple
screens at the same
time.
Ways that US Internet Users Talk Online About
the TV Ads They Are Watching, by Simultaneous
30
22.5
15
7.5
0
Device Used*,
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

8. Which has accelerated the growth of the
“Second Screen,”. The second screen
enables us to create a coordinated
and even synchronous conversation
across media.

9. The increase in multi-screening,
coupled with time spent on
social channels means existing
content creation strategies need
to evolve.

10. Five principles for
multi-screen
storytelling

11. 1. Act Like A Publisher
The growth of social and mobile channels makes it challenging to tell a
consistent story but also provides a great payoff when it can be
orchestrated in a way that ladders back up to the brand level. In order to
achieve this level of consistency there needs to be a single editorial
strategy to align all social content to the global brand messaging,
products and proof points.

12. 2. Plan A Multi-Channel Narrative
The new path to purchase is not a straight line anymore. Platform, devices
and location provide new opportunities to continuously unfold the narrative
in a way that is optimized for the context in which it is being consumed. To
deliver an always on content experience the story arc will be scripted
across multiple channels with clear calls to action that allow people to
engage deeper with the content and the community.

13. 3. Be Creatively Swift
Acting at the speed of social requires a new creative
mindset that understands how to create experiences that
are social by design and can move from idea to execution
in a rapid manner while staying true to the brand.

14. 4. Use content to build relationships:
Too much of the coordination across screens is still
broadcasting what is happening somewhere else. Knowing the
audience, their needs and what they find valuable allows the
story to be tailored in ways that are unique to the audience,
platform and context. Keeping each of these in mind while
creating content ensures we're always surprising and delighting
our audience with great content whenever they're ready to
interact with it.
Conversation mix
25%
TOPIC: directly related to
brand but not purely
brand message
%
BRAND: Related but not strictly
product focused
25
%
FEATURE: Strictly related to
product features
Volume of Content
50

15. Communications Marketing
Strategy
Editorial Mgt
Creative
Legal
Measurement
Platforms
Sales
5. Cross discipline collaboration:
Telling a brand story is everyone’s job. In order to be
consistent, swift and persuasive a tight integration must be
created within the organization and across agency partners.

16. Understanding your
audiences multi-screening
behaviors
will open new
opportunities to more
deeply engage in a
fluid dialog with
consumers across
multiple platforms in
real-time.

17. Contact:
Dirk Shaw
Head of Social@Ogilvy West
Email. Dirk.shaw@ogilvy.com
dirkmshaw@tumblr.com
Twitter. @dirkmshaw
John Bell
Global Managing Director
Email. john.bell@ogilvy.com
Blog. http://johnbell.typepad.com
Twitter. @jbell99

18. About Social@Ogilvy
Social@Ogilvy is the largest social media marketing communications network in the world.
Named 2011 Global Digital/Social Consultancy of the Year by The Holmes Report, the
practice leverages social media expertise across all Ogilvy & Mather disciplines, offering an
extensive list of services within the foundational business solutions – Listening and
Analytics; Social Business Solutions; Social Media Marketing and Communications; Social
Shopping; Social CRM; Social Care; and Conversation Impact.
For more information, visit social.ogilvy.com ad connect with us at www.facebook.com/
socialogilvy, www.twitter.com/socialogilvy, www.slideshare.com/socialogilvy