CMWLondon breakfast briefing - Responsive Storytelling

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CMWLondon breakfast briefing - Responsive Storytelling

  1. 1. Responsive storytelling CMW Working Breakfast @amayfield @bethgranter @brilliantnoise brilliantnoise.com
  2. 2. Like 75% of peoplewho have readThinking Fast & Slow...
  3. 3. PeopleResponsive Systemsstorytelling Culture
  4. 4. NUMBERS +STORIES
  5. 5. BIG DATA + CONTENT +CUSTOMER EXPERIENCE
  6. 6. Storytelling can SCALE PDR (cc) http://goo.gl/CEs8e
  7. 7. Customer firstEarned attentionTransformative digital
  8. 8. Customer decision journey Consider Advocate Bond Evaluate Enjoy BuyMckinsey & Co’s Consumer Decision Journey Model Model first published Harvard Business Review
  9. 9. Right peoplein the room
  10. 10. Teams
  11. 11. Roles & responsibilities Analytics UX Project Ethnography Reporting manager DESIGN Listening REPORT Strategist Content strategist PUBLISH CREATE Web dev SEO Online PR Editor Journalist Community manager Journalist
  12. 12. Pilot& scale
  13. 13. Havingcreative /editorial anddata analystson the sameteam.
  14. 14. Big data+ big storytelling
  15. 15. It was the quants what won it.
  16. 16. "...they used theirdatabases to tell stories.Or, more to the point, theirdatabases and modelswere used so thatAmericans could tellstories to each other." Felix Salmon http://goo.gl/GxfMp
  17. 17. “Joined-up data that enables you to understand which stories to tell to who, and how and when they should be told. Thats the future of marketing, right there.”Neil Perkin http://goo.gl/B6Mah
  18. 18. Content Supply Chain
  19. 19. Customer Centric Planning Consider Evaluate Buy Bond Advocate Search Engine 1 3 Brand website 7 8 Price Comparison 4 6 Social Media 2 5 9 10
  20. 20. Responsivestorytelling- Stories come from everywhere- And can live everywhere- Responsive storytelling http://storystream.it
  21. 21. cayman.porsche.comawardseason.gettyimages.comlaunchstory.brilliantnoise.com
  22. 22. PeopleResponsive Systemsstorytelling Culture
  23. 23. There’s awhitepaper http://goo.gl/7uT1x
  24. 24. @amayfieldTa-dah! @bethgranter @brilliantnoise brilliantnoise.com

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