From	  Storytelling	  	                                 To	  Giving	  a	  story	  to	  tell	  	  
Media	  Evolu7on	  	                              Media	  Revolu7on	  	  
W@P the F?The consumer leads the dance
By looking at the consumers brand behavior,we see that it’s not just a shift of technology,but a shift between generations.
Boomers    Gen X    Gen Y   Next GenAge today   ±45-65    ±35-45   ±21-35   ±13-20
Values                Boomers       Gen X        Gen Y        Next Gen      Their   teenage     music  reflecting     Ever...
Focus              Boomers    Gen X        Gen Y       Next Gen     Their  teenage bedroom      wallreflecting      their ...
Media use             Boomers           Gen X    Gen Y        Next Gen      Theirgeneration’s     screen    reflecting    ...
NO!Does this mean we haveto create seperate stories    to each of them?
Different groups of people enjoydifferent aspects of the same brandstory.
NIKE fuel bandBoomer – The athlete as heroGenX – A special product, a special experienceGenY - Everyone’s an athlete, I ge...
The VoiceBoomer – Music entertainmentGenX – the experience of judging only by the soundGenY – I can vote and choose my fav...
The Multiscreen Reality
Earn trust or paid trust
They control 75%
To	  Giving	  a	  Story	  to	  tell	  	  From	  Storytelling	  	  
Why is it so crucial?
« There is nothing worse than not being talked about »                                      Oscar Wilde
What are the risks?
Positive conversation is positive
Negative conversation is not that negative
How to give a story to tell?
1. Start with   great stories,   great ideas
2. Take a standpoint
3. Invite to debate, converse
4. Let people feel part of the experience
What if you have a story               that you’re not sure   about…
And now a sneak preview…
Take outs
Questions      @sebdesclee      sebastien.desclee@publicis.be
Lunch BMMA To Giving a story to tell
Lunch BMMA To Giving a story to tell
Lunch BMMA To Giving a story to tell
Lunch BMMA To Giving a story to tell
Lunch BMMA To Giving a story to tell
Lunch BMMA To Giving a story to tell
Lunch BMMA To Giving a story to tell
Lunch BMMA To Giving a story to tell
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Lunch BMMA To Giving a story to tell

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Today, only 25% of the contacts between brands and consumers are managed by the brand itself.
How do we deal with that? Do the same rules and practices still apply? Do we move from a culture of "story telling" to "giving a story to tell"? And what is the role there for the media and the ideas we produce?

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Lunch BMMA To Giving a story to tell

  1. 1. From  Storytelling     To  Giving  a  story  to  tell    
  2. 2. Media  Evolu7on     Media  Revolu7on    
  3. 3. W@P the F?The consumer leads the dance
  4. 4. By looking at the consumers brand behavior,we see that it’s not just a shift of technology,but a shift between generations.
  5. 5. Boomers Gen X Gen Y Next GenAge today ±45-65 ±35-45 ±21-35 ±13-20
  6. 6. Values Boomers Gen X Gen Y Next Gen Their teenage music reflecting Everything Everything Everything Everythingtheir alltime should be should be should be should be values original ultimate adaptable shared Age today ±45-65 ±35-45 ±21-35 ±13-20
  7. 7. Focus Boomers Gen X Gen Y Next Gen Their teenage bedroom wallreflecting their outcome experience creating contribution focus my ownAge today ±45-65 ±35-45 ±21-35 ±13-20
  8. 8. Media use Boomers Gen X Gen Y Next Gen Theirgeneration’s screen reflecting their expectation Entertain Inform Let me Always be from brands me me (co)create thereAge today ±45-65 ±35-45 ±21-35 ±13-20
  9. 9. NO!Does this mean we haveto create seperate stories to each of them?
  10. 10. Different groups of people enjoydifferent aspects of the same brandstory.
  11. 11. NIKE fuel bandBoomer – The athlete as heroGenX – A special product, a special experienceGenY - Everyone’s an athlete, I get inspired, tailored.NextGen - The next generation of motivation. Nike is a brand with a mission.
  12. 12. The VoiceBoomer – Music entertainmentGenX – the experience of judging only by the soundGenY – I can vote and choose my favouriteNextGen – This is what my friends chat about online
  13. 13. The Multiscreen Reality
  14. 14. Earn trust or paid trust
  15. 15. They control 75%
  16. 16. To  Giving  a  Story  to  tell    From  Storytelling    
  17. 17. Why is it so crucial?
  18. 18. « There is nothing worse than not being talked about » Oscar Wilde
  19. 19. What are the risks?
  20. 20. Positive conversation is positive
  21. 21. Negative conversation is not that negative
  22. 22. How to give a story to tell?
  23. 23. 1. Start with great stories, great ideas
  24. 24. 2. Take a standpoint
  25. 25. 3. Invite to debate, converse
  26. 26. 4. Let people feel part of the experience
  27. 27. What if you have a story that you’re not sure about…
  28. 28. And now a sneak preview…
  29. 29. Take outs
  30. 30. Questions @sebdesclee sebastien.desclee@publicis.be
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