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STORYTELLING “2.0”

Storytelling in a Changing Media Environment



   © COPYRIGHT 2010
     © COPYRIGHT 2010 WAGGENER EDS...
STORYTELLING 2.0

                                                          Workshop Agenda




                          ...
PART 1: TELL ME A STORY




© COPYRIGHT 2010
  © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE
                     WAGGENER E...
THE POWER OF STORYTELLING

                                                             Why Storytelling?



Tell me a fac...
THE POWER OF STORYTELLING

                                                                                      The Power...
THE POWER OF STORYTELLING

                                                     The Storytelling Methodology



          ...
STARTING WITH THE AUDIENCE

                                                                  Rich, Actionable Insights

D...
STARTING WITH THE AUDIENCE

                                                                      Rich, Actionable Insight...
STARTING WITH THE AUDIENCE

                                                Laddering Up To Understanding



             ...
STARTING WITH THE AUDIENCE

                                                             Tools for Gleaning Insights




 ...
THE POWER OF STORYTELLING

                                                    The Master Narrative




© COPYRIGHT 2010  ...
THE POWER OF STORYTELLING

                                                    The Master Narrative




© COPYRIGHT 2010  ...
PART 2: THE CHANGING MEDIA LANDSCAPE




© COPYRIGHT 2010
  © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE
                  ...
THE FUTURE OF MEDIA

                                                                                                     ...
THE CHANGING MEDIA LANDSCAPE

                                                          Influence Paths are Changing




 ...
THE CHANGING MEDIA LANDSCAPE

                                                        Audience Expectations are Changing

...
THE CHANGING MEDIA LANDSCAPE

                                                Audiences Disseminate and Curate




       ...
THE CHANGING MEDIA LANDSCAPE

                                            Defining New Success Metrics for Digital




   ...
THE CHANGING MEDIA LANDSCAPE

                                                Defining Success Metrics for Digital




© C...
PART 3: DYNAMIC STORY MINING IN A DIGITAL WORLD



© COPYRIGHT 2010
  © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE
        ...
DYNAMIC STORY MINING IN A DIGITAL WORLD

                                                What Defines a “Content Guerrilla...
DYNAMIC STORY MINING IN A DIGITAL WORLD

                                                  What Makes Content Compelling?
...
DYNAMIC STORY MINING IN A DIGITAL WORLD

                                                                     Defining a V...
DYNAMIC STORY MINING IN A DIGITAL WORLD

                                                             Fostering Participat...
DYNAMIC STORY MINING IN A DIGITAL WORLD

                                         Triggering User-Generated Content (UGC)
...
TOOLS FOR CAPTURING SOCIAL CONTENT ON THE FLY

                                                  Capturing Photos That Tel...
TOOLS FOR CAPTURING SOCIAL CONTENT ON THE FLY

                                                    Which Tells the Better ...
TOOLS FOR CAPTURING SOCIAL CONTENT ON THE FLY

                                                   Video & Interviews: Top ...
TOOLS FOR CAPTURING SOCIAL CONTENT ON THE FLY

                                                      Video & Interviews: E...
TOOLS FOR CAPTURING SOCIAL CONTENT ON THE FLY

                                                                  Live Blog...
TOOLS FOR CAPTURING SOCIAL CONTENT ON THE FLY

                                                       Live Blogging: Top 5...
PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY

                                                                    Rep...
PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY

                                                          Editorial Wor...
PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY

                                                            Repurpose E...
PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY

                                                           The Editoria...
PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY

                                         Repeatable Processes, Simple T...
PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY

                                                The Elegance of Story P...
PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY

                            Creating Content Packages: Community Exampl...
PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY

                                      Creating Content Packages: News E...
PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY

                                                          The Beauty of...
STORYTELLING 2.0

                                                                             TAKE-AWAYS



             ...
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Storytelling 2.0

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Storytelling in a changing media environment.

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  1. 1. STORYTELLING “2.0” Storytelling in a Changing Media Environment © COPYRIGHT 2010 © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE WAGGENER EDSTROM WORLDWIDE 1
  2. 2. STORYTELLING 2.0 Workshop Agenda Agenda: Chapter 1: Tell Me a Story Chapter 2: The Media Landscape is Changing Chapter 3: Dynamic Story Mining in a Digital World © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 2
  3. 3. PART 1: TELL ME A STORY © COPYRIGHT 2010 © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE WAGGENER EDSTROM WORLDWIDE 3
  4. 4. THE POWER OF STORYTELLING Why Storytelling? Tell me a fact and I’ll learn. Tell me a truth and I’ll believe. Tell me a story and it will live in my heart forever. © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 4
  5. 5. THE POWER OF STORYTELLING The Power of Story Vocabulary  of  Change     Link to familiar theme Humanize     Build  Credibility Unleash     Emotion     Order  out  of  Chaos     Permission  to  Explore © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 5
  6. 6. THE POWER OF STORYTELLING The Storytelling Methodology People. The characters of the story. Protagonist. Antagonist. Supporting characters. Tension. Tension sets the story in motion. Conflict. Inciting incident. Actions. The complications, challenges, threats, hurdles which the protagonist has to overcome to achieve resolution to the tension. Resolution. The change that takes place to resolve the tension and its impact. Meaning. The story’s purpose. Moral. Aha. The point in the story when the pieces fall together. © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 6
  7. 7. STARTING WITH THE AUDIENCE Rich, Actionable Insights Demographics are just the starting point… Is she ready, willing, able to engage in your story? Can you paint a picture of your customer? What does it take to get on her agenda? © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 7
  8. 8. STARTING WITH THE AUDIENCE Rich, Actionable Insights Go beyond demographics to REALLY understand… What is her daily life like? Work? Stay at home? What are her priorities? What competes with her priorities? What are her primary pain points? What does she know about YOU? What gets her attention? What influencers her? © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 8
  9. 9. STARTING WITH THE AUDIENCE Laddering Up To Understanding Hearts. How does she feel about the brand. What does she love (or not)? What does she value? What emotional buttons are pressed? Minds. How does she think about the brand? How does she assess quality, efficacy? How does make choices? What data points induce her to act? Momentum. What is her awareness and assessment of your track record? Does she view you as a credible voice and solution? © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 9
  10. 10. STARTING WITH THE AUDIENCE Tools for Gleaning Insights Online research. Moments of Influence; Hearts, Minds & Momentum methodologies. Ethnographies. Video, online diaries. Highly personal. Detailed view into consumer’s life. Secondary research. Trend forecasting, consumer analysis. Focus groups. Final vetting. © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 10
  11. 11. THE POWER OF STORYTELLING The Master Narrative © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 11
  12. 12. THE POWER OF STORYTELLING The Master Narrative © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 12
  13. 13. PART 2: THE CHANGING MEDIA LANDSCAPE © COPYRIGHT 2010 © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE WAGGENER EDSTROM WORLDWIDE 13
  14. 14. THE FUTURE OF MEDIA The  future  of  media  =  rich,  engaging,  conversaMonal   14%  of  U.S.  adults  are  on  Twi%er   80%  U.S.  adults   Ranks  #2  in  Search   73%  of  bloggers  are  on  Twi%er   parMcipate  in  social  media     2.6  billion  video  searches   News  Media  EvoluMon=  IntegraMon,  new  formats   Where  the  Audiences  Are   Audiences  are  migraMng   to  social  media   1500%  increase  in  video   Mainstream  media  is  tapping   92%  of  print    journalists  use  the   Mainstream  media  are   uploads  by  newspapers   into  social  networking  sites  to   web  for  arMcle  research  and   refining  mobile  sites  to  appeal   in  2008   build  community  engagement   81%  find  ideas  on  the  web   to  a  younger  demographic   Survivors  are  integraMng   old  with  new   The  New  York  Times   Magazine   -­‐6%    Clear  Channel   -­‐6%  Time  Inc.   revenue   revenue   staff  layoff   staff  layoff   -­‐  14.4%   -­‐  7.8%   McClatchy  revenue   -­‐10%    Los  Angeles   Broadcast  news  raMngs   Ganne%  revenue   -­‐  19%   Times  staff  layoff   -­‐  34%   -­‐  17.6%   “Old”  media  in  decline.   “Old”  media  =  flat,  one-­‐dimensional   © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 14
  15. 15. THE CHANGING MEDIA LANDSCAPE Influence Paths are Changing Influence no longer travels a linear path. Conversation = multiple nodes & ripples. Traditional journalism + social media are melding. Brands are media. Influencers are AMPLIFIERS. © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 15
  16. 16. THE CHANGING MEDIA LANDSCAPE Audience Expectations are Changing Audiences expect to PARTICIPATE in the brand. The bar is raised: VALUE EXCHANGE = the currency of engagement. Relationships are forged through REPEATABLE ENGAGEMENTS over time. 16 © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE
  17. 17. THE CHANGING MEDIA LANDSCAPE Audiences Disseminate and Curate Each content item is easily sharable. Making shares, tweets and comments visible contributes to sense of community. Content is curated based on audience ranking and feedback data. © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 17
  18. 18. THE CHANGING MEDIA LANDSCAPE Defining New Success Metrics for Digital Eyeballs. Engagement. Resonance. Velocity. Influence. Sentiment. © COPYRIGHT 2010 © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE WAGGENER EDSTROM WORLDWIDE 18
  19. 19. THE CHANGING MEDIA LANDSCAPE Defining Success Metrics for Digital © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 19
  20. 20. PART 3: DYNAMIC STORY MINING IN A DIGITAL WORLD © COPYRIGHT 2010 © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE WAGGENER EDSTROM WORLDWIDE 20
  21. 21. DYNAMIC STORY MINING IN A DIGITAL WORLD What Defines a “Content Guerrilla?” © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 21
  22. 22. DYNAMIC STORY MINING IN A DIGITAL WORLD What Makes Content Compelling? Catchy headlines Evocative punctuation Clever, colloquial wording Rich visuals augment, enhance Immersive experience © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 22
  23. 23. DYNAMIC STORY MINING IN A DIGITAL WORLD Defining a Voice © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 23
  24. 24. DYNAMIC STORY MINING IN A DIGITAL WORLD Fostering Participation © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 24
  25. 25. DYNAMIC STORY MINING IN A DIGITAL WORLD Triggering User-Generated Content (UGC) © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 25
  26. 26. TOOLS FOR CAPTURING SOCIAL CONTENT ON THE FLY Capturing Photos That Tell Stories Take lots of photos. More than you think you’ll need. Credit whenever possible. Fill the frame. Fix it afterward. Capture the mood. © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 26
  27. 27. TOOLS FOR CAPTURING SOCIAL CONTENT ON THE FLY Which Tells the Better Story? © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 27
  28. 28. TOOLS FOR CAPTURING SOCIAL CONTENT ON THE FLY Video & Interviews: Top 5 Tips Prepare your subject. Choose the best available environment. Don’t create extra work for the viewer. Remember how people consume video Be creative on the day, but don’t lose the message. © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 28
  29. 29. TOOLS FOR CAPTURING SOCIAL CONTENT ON THE FLY Video & Interviews: Examples Video Interview montage Behind the scenes video © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 29
  30. 30. TOOLS FOR CAPTURING SOCIAL CONTENT ON THE FLY Live Blogging © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 30
  31. 31. TOOLS FOR CAPTURING SOCIAL CONTENT ON THE FLY Live Blogging: Top 5 Tips Why Live Tweet? Set the scene. Repeatedly. Summarize and comment , don’t just repeat. Credit your sources. Backstage is interesting too. Follow up later. © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 31
  32. 32. PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY Repeatable Systems Use a content management system. Envision the outcome. Don’t overdo it. Establish repeatable processes. © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 32
  33. 33. PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY Editorial Workflow © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 33
  34. 34. PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY Repurpose Existing Content Know what’s available. It’s not always about the “now.” Reclaim and rebuild. © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 34
  35. 35. PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY The Editorial Brief © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 35
  36. 36. PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY Repeatable Processes, Simple Templates © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 36
  37. 37. PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY The Elegance of Story Packages © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 37
  38. 38. PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY Creating Content Packages: Community Example Feature story Related content tags Strong imagery Diversity of related editorial content – recipes, blogs, video Multiple engagement activities Simple, action-oriented, expectation setting Related forum discussions © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE
  39. 39. PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY Creating Content Packages: News Example Text article Social media sharable Video story – augments text story Photos and captions Video cross-posted on YouTube 39 © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE
  40. 40. PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY The Beauty of Tags © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 40
  41. 41. STORYTELLING 2.0 TAKE-AWAYS Use narrative story elements to package information in an engaging, memorable format. Know your audience. Deeply. Demographics are only the starting point. Sound your voice through engrossing content collections. Master the tools of the trade to capture any moment. Embrace consistent practices that free you to be your creative best. © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 41
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