from relevance to resonance:
   the rebirth of the storyteller
                          Jenni Lloyd
Twitter’s big news




http://www.flickr.com/photos/jdmrhd/52256245/sizes/l/
Yay! Gonna make us some money :)




http://www.flickr.com/photos/communityfriend/2342578485/sizes/l/
the resonance score:
                              interactions with a sponsored tweet -
                              mea...
relevance:
                     the religion of an engineer-lead organisation.
                     The word resonance int...
google:
                        rose to dominance through being supremely
                        functional and useful. I...
a functional approach to advertising
                Google changed our understanding of advertising,
                supp...
where is brand?
                                    story-telling?
                                    drama?
            ...
social tools are changing things
                the advent of social tools has seen a marked change in
                wh...
People are more likely to trust a recommendation from
someone they know than from an advertiser.
Content resonates with us when it is promoted by
              those with whom we have an affinity, some
              comm...
let me tell you a story :)
I listened to the Food Programme on Radio 4 last
Sunday. It was all about coffee. I'd been mull...
a nation of tea drinkers started
                drinking coffee




http://www.flickr.com/photos/sgw/4521328139/sizes/l/
There were coffee bars but overwhelmingly we drank
                freeze dried instant coffee.




http://www.flickr.com/...
Then along came the idea of coffee
                 as an experience
                 the coffee shop as a 3rd space - not...
Starbucks spread from Seattle to conquer the world and
             now there's a coffee shop on every corner.
           ...
It's almost as though to become mass things have to
                become bland, to be homogenised to accommodate
       ...
We see this in the anti-Starbucks
            movement, in the rise of coffee for
            connoisseurs - Monmouth Coff...
The product is great but the
                experience is better - there's a story
                behind it:
           ...
It's all a slice of special-ness, of something that
               connects a select group, that can be discussed -
      ...
Two final thoughts...




http://www.flickr.com/photos/karola/3623768629/sizes/o/
1. everyone’s a publisher now -
                       but can everyone tell stories?




http://www.flickr.com/photos/mcb...
2. resonance = engagement (?)




http://www.flickr.com/photos/stevendepolo/2686327481/sizes/o/
thank you for listening :)




jenni.lloyd@nixonmcinnes.co.uk
nixonmcinnes.co.uk
twitter.com/jennilloyd
Upcoming SlideShare
Loading in …5
×

"From relevance to resonance - the rebirth of the storyteller" / Jenni Lloyd @ NixonMcInnes / April 2010

5,648 views
5,423 views

Published on

Thoughts sparked by Twitter's new idea of resonance and what that might mean for content and brand advertising.

Published in: Technology
3 Comments
17 Likes
Statistics
Notes
No Downloads
Views
Total views
5,648
On SlideShare
0
From Embeds
0
Number of Embeds
669
Actions
Shares
0
Downloads
179
Comments
3
Likes
17
Embeds 0
No embeds

No notes for slide
























  • "From relevance to resonance - the rebirth of the storyteller" / Jenni Lloyd @ NixonMcInnes / April 2010

    1. from relevance to resonance: the rebirth of the storyteller Jenni Lloyd
    2. Twitter’s big news http://www.flickr.com/photos/jdmrhd/52256245/sizes/l/
    3. Yay! Gonna make us some money :) http://www.flickr.com/photos/communityfriend/2342578485/sizes/l/
    4. the resonance score: interactions with a sponsored tweet - measure its effectiveness. Ads that fail to resonate with audience will disappear from view. http://www.flickr.com/photos/darrentunnicliff/3727830588/sizes/o/
    5. relevance: the religion of an engineer-lead organisation. The word resonance introduces a more personal, human-centred idea where emotion and individuality can counter the machine- powered functional mantra of relevance. If the definition of resonance is: 'Richness or significance, especially in evoking an association or strong emotion' what new and exciting possibilities does it open up? http://www.flickr.com/photos/telstar/3033213243/sizes/l/
    6. google: rose to dominance through being supremely functional and useful. It has over ridden and underpinned the whole browsing experience and dominates most internet journeys However, it exists purely to gather, collate and sign post our way to other people's content (whilst also acting as a huge hose, spraying adverts onto its own and others web pages). http://www.flickr.com/photos/rob-young/870336830/sizes/o/
    7. a functional approach to advertising Google changed our understanding of advertising, supporting the kind of ads we would have previously seen in the back of the local paper and maybe on afternoon TV - 'call now!' Brilliantly measurable, the success of these ads is based on traffic, click throughs, acquisition. http://www.flickr.com/photos/carobe/134873769/sizes/l/
    8. where is brand? story-telling? drama? emotion? In this environment there is no room for an emotional or idealogical connection. No room for engagement. http://www.flickr.com/photos/thurm/2468668064/sizes/l/
    9. social tools are changing things the advent of social tools has seen a marked change in where information is being shared and how people are being pointed to content. http://www.flickr.com/photos/sgw/4521328139/sizes/l/
    10. People are more likely to trust a recommendation from someone they know than from an advertiser.
    11. Content resonates with us when it is promoted by those with whom we have an affinity, some common understanding or trust. So where content comes from is important but so also is how we feel about it, our emotional response to it. What kind of content can generate this kind of response in us? Stories help us engage with content. Stories resonate. http://www.flickr.com/photos/darrentunnicliff/3727830588/sizes/o/
    12. let me tell you a story :) I listened to the Food Programme on Radio 4 last Sunday. It was all about coffee. I'd been mulling over these ideas of relevance and resonance and as I listened it struck me that the story of coffee was a perfect illustration of what I've been thinking about.
    13. a nation of tea drinkers started drinking coffee http://www.flickr.com/photos/sgw/4521328139/sizes/l/
    14. There were coffee bars but overwhelmingly we drank freeze dried instant coffee. http://www.flickr.com/photos/sethappleton/4490031330/sizes/l/
    15. Then along came the idea of coffee as an experience the coffee shop as a 3rd space - not home, not work, a Central Perk where we could mingle with friends and enjoy a latte or a cappuccino. http://www.flickr.com/photos/bonaventure/4368099427/sizes/l/
    16. Starbucks spread from Seattle to conquer the world and now there's a coffee shop on every corner. But there's something about the mass appeal that seems to spark changes and a regrouping around the niche. http://www.flickr.com/photos/epzibah/299134632/sizes/o/
    17. It's almost as though to become mass things have to become bland, to be homogenised to accommodate the broadest taste possible. Which leaves those at the edges, who don't want to be part of a crowd, frustrated and looking for something new. A new, new niche. http://www.flickr.com/photos/ethanhein/1555939236/sizes/o/
    18. We see this in the anti-Starbucks movement, in the rise of coffee for connoisseurs - Monmouth Coffee Co, Taylor Street Baristas http://www.flickr.com/photos/coffeegeek/134556188/sizes/o/
    19. The product is great but the experience is better - there's a story behind it: Such-and-such a bean, grown by a named farmer in a specific part of Nicaragua, roasted just so and finally made into the best flat white by a barista trained in Sydney to produce beautiful leaf patterns on the best coffee you'll ever be served. http://www.flickr.com/photos/riacale/2484997975/sizes/l/
    20. It's all a slice of special-ness, of something that connects a select group, that can be discussed - raved about or slated - recommended and passed on to show you're in the know. It's content that resonates. http://www.flickr.com/photos/outdoorstudios/4322773102/sizes/o/
    21. Two final thoughts... http://www.flickr.com/photos/karola/3623768629/sizes/o/
    22. 1. everyone’s a publisher now - but can everyone tell stories? http://www.flickr.com/photos/mcbeth/3351679369/sizes/l/
    23. 2. resonance = engagement (?) http://www.flickr.com/photos/stevendepolo/2686327481/sizes/o/
    24. thank you for listening :) jenni.lloyd@nixonmcinnes.co.uk nixonmcinnes.co.uk twitter.com/jennilloyd

    ×