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

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 - measure its effectiveness. Ads that fail to resonate with audience will disappear from view. http://www.flickr.com/photos/darrentunnicliff/3727830588/sizes/o/

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/

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/

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/

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/

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/

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 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/

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.

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/photos/sethappleton/4490031330/sizes/l/

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/

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/

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/

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/

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/

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/

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/mcbeth/3351679369/sizes/l/

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

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

by Jenni Lloyd on Apr 26, 2010

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