Technology Trends
Driving Digital Storytelling
@TylerDurbin
Marketing Manager of an
advertising innovation lab
Big fan of using social media to
meet new people
Proud to call Columbus...
TREND #1: THE ONLINE / OFFLINE
DIVIDE HAS CLOSED
How	
  past	
  genera-ons	
  shape	
  our	
  present	
  
TREND #2: THE NEW NORM IS
NOT SO NORMAL
The new
normal is
up to the
individual.
From buying a house to
getting married, to starting a
career, there is no normal
a...
TREND #3: NICHE COMMUNITIES
PROVING BENEFICIAL FOR
MARKETERS
Niches offer
deeper, focused
experience.
Humans are turning to new and
smaller sites and communities to
interact with othe...
Activating your community
FOCUS
Map your audience
INSIGHT
Identify influencers
PERCEPTION
Use analysis to
identify target
a...
TREND #4: ALL COMPANIES ARE
NOW MEDIA COMPANIES
Today’s customer
journey is very
dynamic. Humans are
constantly checking
text messages,
Facebook notifications,
@replies, b...
Tell your story on
your own. It's more
authentic that way.
Engage in the dialogue that is occurring
around your niche. Pro...
WaŸbi SaŸbi [noun]
A comprehensive Japanese world view or aesthetic centered on the acceptance of
transience and imperfe...
Video is the
most powerful
way to connect.
How you can be a
media company
1)  Produce massive amounts of content
2)  Provide content that is relevant to their
audien...
The people behind
the logo come
forward.
Virgin.com/richard-­‐branson	
  
The top 5% of executives in the next
few years w...
TREND #5: GROWING IMPACT OF
COMMUNITY MANAGERS
Big brands are leveraging
niche communities.
Big brands are going small. And small business is
perfectly positioned to suc...
Understand the role of
a community manager.
Identify the need, define the role, and set
expectations.
•  Personable. Friendly and can talk to anyone.
•  Organized. Not overwhelmed by a constant stream of
customer inquiries a...
CRM strategy
Very few in the organization
have a better pulse on the
consumer than a community
manager. Provide them the
o...
Product
development &
road mapping
Community managers are
interacting with the consumer
every day. They hear the highs
and...
Media buying
Interacting with the
consumer across channels
gives community managers
a glimpse into how their
consumers are...
Messaging
The community manager
knows how the consumer
talks. Let them use that
knowledge to inform
messaging.
TREND #6: SOCIAL GOOD = GOOD
MARKETING
THE DRAGONFLY EFFECT
THE DRAGONFLY EFFECTFocus
A single concrete measurable
goal.
THE DRAGONFLY EFFECTFocus
A single concrete measurable
goal.
Attention
Authentic & memorable. Cuts
through the noise.
THE DRAGONFLY EFFECTFocus
A single concrete measurable
goal.
Attention
Authentic & memorable. Cuts
through the noise.
Enga...
THE DRAGONFLY EFFECTFocus
A single concrete measurable
goal.
Attention
Authentic & memorable. Cuts
through the noise.
Enga...
THE DRAGONFLY EFFECTFocus
Concentrated all resources &
attention on achieving a single
outcome.
Attention
Got people to pa...
TREND #2: CROWD > INDIVIDUALTREND #7: CROWDSOURCING
BREAKS DOWN ALL THE BARRIERS
May the crowd be with you.
From simple, task oriented projects to full out creative execution, the “crowd” has broke
down ...
TRENDS AFFECTING
ADVERTISING AGENCIES
Connection doesn’t
happen here.
Using social media, McDonalds created a campaign
called “Mein Burger” to reach customers t...
…und der seiger war
Translation: “…and the winner was”
Blah.
When SmartCar realized their cars just didn’t have the flare to get people excited. They
created a crowd-sourced desi...
Test in the wild.
Kraft’s FirstTaste gives their most loyal
customers a chance to test products
The	
  Online	
  /	
  Offline	
  Divide	
  Has	
  
Closed	
  
The	
  New	
  Norm	
  Is	
  Not	
  So	
  Normal	
  
Brands	
  ...
How I Can Help:
Build a foundation to execute
new media strategies
Develop & execute a
social good campaign
Kickstart your...
TylerDurbin.com
@TylerDurbin
Tylerj.Durbin[at]gmail.com
Technology Trends Driving Digital Storytelling
Technology Trends Driving Digital Storytelling
Technology Trends Driving Digital Storytelling
Technology Trends Driving Digital Storytelling
Technology Trends Driving Digital Storytelling
Technology Trends Driving Digital Storytelling
Technology Trends Driving Digital Storytelling
Technology Trends Driving Digital Storytelling
Technology Trends Driving Digital Storytelling
Technology Trends Driving Digital Storytelling
Technology Trends Driving Digital Storytelling
Technology Trends Driving Digital Storytelling
Technology Trends Driving Digital Storytelling
Technology Trends Driving Digital Storytelling
Technology Trends Driving Digital Storytelling
Technology Trends Driving Digital Storytelling
Technology Trends Driving Digital Storytelling
Technology Trends Driving Digital Storytelling
Technology Trends Driving Digital Storytelling
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Technology Trends Driving Digital Storytelling

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As technology becomes almost invisibly integrated into our daily lives — in our hands, our clothes, and even our eyes — tracking insane amounts of data and creating nearly infinite customer touch points, great storytelling is still the most powerful influencer of behavior. Learn how current and future technology trends are powering successful storytelling.

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Technology Trends Driving Digital Storytelling

  1. 1. Technology Trends Driving Digital Storytelling @TylerDurbin
  2. 2. Marketing Manager of an advertising innovation lab Big fan of using social media to meet new people Proud to call Columbus, O home      
  3. 3. TREND #1: THE ONLINE / OFFLINE DIVIDE HAS CLOSED
  4. 4. How  past  genera-ons  shape  our  present  
  5. 5. TREND #2: THE NEW NORM IS NOT SO NORMAL
  6. 6. The new normal is up to the individual. From buying a house to getting married, to starting a career, there is no normal anymore. One could say the new normal is whatever the individual says it is.      
  7. 7. TREND #3: NICHE COMMUNITIES PROVING BENEFICIAL FOR MARKETERS
  8. 8. Niches offer deeper, focused experience. Humans are turning to new and smaller sites and communities to interact with others on a hyper- specific level
  9. 9. Activating your community FOCUS Map your audience INSIGHT Identify influencers PERCEPTION Use analysis to identify target areas AUDIENCE Distribute content through advocates
  10. 10. TREND #4: ALL COMPANIES ARE NOW MEDIA COMPANIES
  11. 11. Today’s customer journey is very dynamic. Humans are constantly checking text messages, Facebook notifications, @replies, bank transactions, emails, and calendars.
  12. 12. Tell your story on your own. It's more authentic that way. Engage in the dialogue that is occurring around your niche. Produce compelling, contextually relevant content. Delight.
  13. 13. WaŸbi SaŸbi [noun] A comprehensive Japanese world view or aesthetic centered on the acceptance of transience and imperfection. Be human. What we don’t realize is that all the traits we like in humans is also attractive in a brand.
  14. 14. Video is the most powerful way to connect.
  15. 15. How you can be a media company 1)  Produce massive amounts of content 2)  Provide content that is relevant to their audience at a particular moment of time 3)  Deliver content that is fresh, recent, and breaking 4)  Are present everywhere and leverage multiple channels 5)  Move quickly and aren’t held back by approvals and lawyers
  16. 16. The people behind the logo come forward. Virgin.com/richard-­‐branson   The top 5% of executives in the next few years will have full-time content people around them.
  17. 17. TREND #5: GROWING IMPACT OF COMMUNITY MANAGERS
  18. 18. Big brands are leveraging niche communities. Big brands are going small. And small business is perfectly positioned to succeed in this world.
  19. 19. Understand the role of a community manager. Identify the need, define the role, and set expectations.
  20. 20. •  Personable. Friendly and can talk to anyone. •  Organized. Not overwhelmed by a constant stream of customer inquiries and issues. •  Naturally curious. Innovative, extremely creative and constantly looking for ways to improve upon tactics. •  Word savvy. Exceptional writing skills and can craft everything from emails and blog posts to policies and summaries, easily adjusting your tone/voice accordingly.
  21. 21. CRM strategy Very few in the organization have a better pulse on the consumer than a community manager. Provide them the opportunity to recommend CRM strategies.
  22. 22. Product development & road mapping Community managers are interacting with the consumer every day. They hear the highs and lows of every voiced experience.
  23. 23. Media buying Interacting with the consumer across channels gives community managers a glimpse into how their consumers are finding and sharing information.
  24. 24. Messaging The community manager knows how the consumer talks. Let them use that knowledge to inform messaging.
  25. 25. TREND #6: SOCIAL GOOD = GOOD MARKETING
  26. 26. THE DRAGONFLY EFFECT
  27. 27. THE DRAGONFLY EFFECTFocus A single concrete measurable goal.
  28. 28. THE DRAGONFLY EFFECTFocus A single concrete measurable goal. Attention Authentic & memorable. Cuts through the noise.
  29. 29. THE DRAGONFLY EFFECTFocus A single concrete measurable goal. Attention Authentic & memorable. Cuts through the noise. Engage Creates a personal connection to the focus. Accesses higher emotions, compassion, empathy.
  30. 30. THE DRAGONFLY EFFECTFocus A single concrete measurable goal. Attention Authentic & memorable. Cuts through the noise. Engage Creates a personal connection to the focus. Accesses higher emotions, compassion, empathy. Take Action Enables and empowers others to take action
  31. 31. THE DRAGONFLY EFFECTFocus Concentrated all resources & attention on achieving a single outcome. Attention Got people to pay attention and set the foundation for engaging them. Engage Told a story, mixed media, made it personal. Take Action Made it easy, established relationships, provided immediate feedback.
  32. 32. TREND #2: CROWD > INDIVIDUALTREND #7: CROWDSOURCING BREAKS DOWN ALL THE BARRIERS
  33. 33. May the crowd be with you. From simple, task oriented projects to full out creative execution, the “crowd” has broke down nearly every barrier for brands to connect directly with consumers.
  34. 34. TRENDS AFFECTING ADVERTISING AGENCIES
  35. 35. Connection doesn’t happen here. Using social media, McDonalds created a campaign called “Mein Burger” to reach customers to create new menu items.
  36. 36. …und der seiger war Translation: “…and the winner was”
  37. 37. Blah. When SmartCar realized their cars just didn’t have the flare to get people excited. They created a crowd-sourced design studio.
  38. 38. Test in the wild. Kraft’s FirstTaste gives their most loyal customers a chance to test products
  39. 39. The  Online  /  Offline  Divide  Has   Closed   The  New  Norm  Is  Not  So  Normal   Brands  As  Media  Companies   Growing  Impact  Of  Community   Managers   Social  Good  =  Good  Marke-ng   Crowdsourcing  Breaks  Down   All  The  Barriers   Rethink  your  taglines.  Make  them   repeatable  &  searchable   Map  your  audience,  iden-fy  influencers,   distribute  through  advocates.   Niche  Communi-es  Proving   Beneficial  For  Marketers   Understand  opportunity  areas,  then  see  #3.   Be  human.  Use  video  to  tell  your  story.   Have  a  community  manager.   Create  a  cause  that  aligns  with  your   brand,  then  fly  like  a  dragonfly   Crowdsource  the  low  profit,  high  effort.   Involve  your  customers   TREND   STRATEGY  
  40. 40. How I Can Help: Build a foundation to execute new media strategies Develop & execute a social good campaign Kickstart your crowdsourcing efforts
  41. 41. TylerDurbin.com @TylerDurbin Tylerj.Durbin[at]gmail.com

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