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Storytelling in a digital age silicon beach 2013 slide_share

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  • This is going to be a short story about storytelling. How stories have been told through all kinds of media, and how digital innovation has changed the scope and nature of storytelling.First though, a story about me, Snow White and the Seven Dwarves…
  • So here’s the contentious part right up front – in digital media circles we’re talking about brand storytelling or content marketing as if it’s a new phenomenon, but actually it has been around for years in PR. The problem is we’ve partly lost sight of how to do it or were constrained by media through which stories could reasonably be told. The internet has both set this right and given us big new opportunities.This is what the dictionary says about what a story is. PR certainly dabbled with fictitious tales, but it’s the ability to sustain narratives – through plots, successive incidents and interrelated dramas – that has given brand storytelling through public relations new wings.People often make a distinction between stories and characters – the backbone of the piece and those in the foreground, but in a planning sense they need to go hand-in-hand.
  • Although the 1980s saw an expansion, diversification and modernisation of conventional media that heralded the change that was to come later.
  • Surprise and shock. It will encourage people to share.
  • Transcript

    • 1. A storytelling story Steve Earl @mynameisearl steveearl G+
    • 2. What’s a story anyway?
    • 3. Once upon a time.. 113 years ago Michelin became one of the first content marketers. It became, in part, a media company. It made tyres in Clermont Ferrand, and had an interest in people buying more rubber products. So it encouraged a behavioural change by publishing content that inspired people to travel more – Le Guide Michelin, a list of tested, and often exclusive, restaurants. And in France, there are few better emotive motivators than food. These were simpler times though, and already most brands were seeing that rather than being the publisher of their own content, they needed to break through into mainstream published content – the content governed by the media.
    • 4. News drove the narrative.. Cue Ed Bernays, PR founding father and the man behind the Torches of Freedom campaign in 1929. It was an integrated PR campaign intended to add to a brand story, but it was first and foremost about milking the news reach and influence scope of the mainstream press. The narrative intentions were there, but news was its accelerant. Before long, news became all-powerful and narratives – the things that wove story pieces together, became translucent or invisible.
    • 5. Cue storytelling by proxy..
    • 6. And storytelling in colour.. Although the 1980s saw an expansion, diversification and modernisation of conventional media that heralded the change that was to come later.
    • 7. A two-way street again.. When the web came and the internet became mainstream, storytelling once again had greater potential for brands, because we could foresee a two-way street. We could see the eyes of the audience, just like Bernard Cribbens imagined he was doing when he peered through the lens of the TV camera on Jackanory in the past.
    • 8. Content marketing, brand storytelling, PR or whatever you call it Now, media fragmentation, digitisation and socialisation has changed everything, and that pace of change is accelerating. Effective digital story-telling must take advantage of the different kinds of media today, each with distinct characteristics and rules of engagement, but also connected to, influenced by, and dependent upon one other. As brand and corporate storytellers, we need to consider these dynamics and target all types: Traditional or Regular, Social and Owned, employing various strategies to tell and amplify a story across all areas. It means evolving how we think, plan and measure earned media, taking a more holistic and integrated approach. ©2011 Daniel J. Edelman, Inc. All rights reserved. Regular media Social media Owned media The story
    • 9. Now, the book never closes.. In recent years we’ve seen dramatic changes in the media landscape and the way that people consume and share news and information. For starters it’s global and it’s 24/7. For companies and brands, this has profound implications. It means that we have to find entirely new ways to tell our stories. Today there are new channels, new tools, new approaches…and new rules of engagement.
    • 10. Explosion of media channels ©2011 Daniel J. Edelman, Inc. All rights reserved.
    • 11. We live in a multi-screen world ©2011 Daniel J. Edelman, Inc. All rights reserved.
    • 12. Every company is a media company ©2011 Daniel J. Edelman, Inc. All rights reserved.
    • 13. Stories are social ©2011 Daniel J. Edelman, Inc. All rights reserved.
    • 14. ©2011 Daniel J. Edelman, Inc. All rights reserved. Stories Last Forever
    • 15. ©2011 Daniel J. Edelman, Inc. All rights reserved.
    • 16. Old storytelling rules.. 1. It’s the audience that matters 2. You won’t see the story until you get to the finish 3. Structure and signposting 4. Simplify, focus, and mix it up. Avoid overcomplicating 5. Challenge your ‘characters’ with polar opposites 6. When stuck, figure out what wouldn’t happen next 7. Pull apart stories you like and figure out why 8. Give your characters opinions 9. Give the reader a reason to root for you/them 10.What is the story essence, or central truth? ..that apply in the silicon age ©2011 Daniel J. Edelman, Inc. All rights reserved.
    • 17. Silicon stories: emotion Plan an emotive narrative – just like Who Shot JR? back in 1980. ©2011 Daniel J. Edelman, Inc. All rights reserved.
    • 18. Silicon stories: narrate Tell it well – make it spellbinding. ©2011 Daniel J. Edelman, Inc. All We need not only a strongrights reserved.
    • 19. Silicon stories: components Work out how content pieces stand alone and fit together. Words and pictures. ©2011 Daniel J. Edelman, Inc. All rights reserved.
    • 20. Silicon stories: shock Surprise and shock. It will encourage people to share. ©2011 Daniel J. Edelman, Inc. All rights reserved.
    • 21. Silicon stories: audience Understand your audience – even if it is niche or extremely special interest.. ©2011 Daniel J. Edelman, Inc. All rights reserved.
    • 22. Steve Earl @mynameisearl steveearl G+

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