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CMWLondon breakfast briefing - Responsive Storytelling
 

CMWLondon breakfast briefing - Responsive Storytelling

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    CMWLondon breakfast briefing - Responsive Storytelling CMWLondon breakfast briefing - Responsive Storytelling Presentation Transcript

    • Responsive storytelling CMW Working Breakfast @amayfield @bethgranter @brilliantnoise brilliantnoise.com
    • Like 75% of peoplewho have readThinking Fast & Slow...
    • PeopleResponsive Systemsstorytelling Culture
    • NUMBERS +STORIES
    • BIG DATA + CONTENT +CUSTOMER EXPERIENCE
    • Storytelling can SCALE PDR (cc) http://goo.gl/CEs8e
    • Customer firstEarned attentionTransformative digital
    • Customer decision journey Consider Advocate Bond Evaluate Enjoy BuyMckinsey & Co’s Consumer Decision Journey Model Model first published Harvard Business Review
    • Right peoplein the room
    • Teams
    • 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
    • Pilot& scale
    • Havingcreative /editorial anddata analystson the sameteam.
    • Big data+ big storytelling
    • It was the quants what won it.
    • "...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
    • “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
    • Content Supply Chain
    • 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
    • Responsivestorytelling- Stories come from everywhere- And can live everywhere- Responsive storytelling http://storystream.it
    • cayman.porsche.comawardseason.gettyimages.comlaunchstory.brilliantnoise.com
    • PeopleResponsive Systemsstorytelling Culture
    • There’s awhitepaper http://goo.gl/7uT1x
    • @amayfieldTa-dah! @bethgranter @brilliantnoise brilliantnoise.com