1 |
Where Has Your Hero Gone?
Turning Companies into Storyteller
Petra Sammer, Partner | Chief Creative Officer
2 |
Do we need new
Superheros in PR?
We think: yes.
3 |
• Text
• Information
• Product
• Image
• Emotion
• Story
Today Tomorrow
4 |
Successful Communications
needs new methods to
break through.
5 |
Welcome to
Storytelling.
We share
stories since
25.000
generations
of mankind.
6 |
• Stories call up
emotions.
• Stories provoke
pictures.
• Stories are
entertaining.
• Stories refer to our
experiences...
7 |
Why storytelling?
• Information Overkill
• Evolution of PR: From product/company
centricity to storytelling.
• Journal...
8 |
Where do you need a story?
Paid Media
Owned Media
Earned Media
Converged
Media*
*Altimeter Group
9 |
The future is about Converged Media.
Paid Media
Owned Media
Earned Media
Converged
Media*
Drives traffic
Reinforces in...
10 |
„Build content
around a brand,
not about it.“
Rebecca Lieb, Altimeter Group
11 |
What makes a great story?
12 |
StorylineMeaningful
Brand
Every
story
needs a
Reason to
be told.
Hero
Every story
needs one
main
character.
Every
sto...
13 |
5 Step-Storytelling-Model ©Ketchum
Hero
Transformation
Emotion
Media
MeaningfulBrands
14 |
What are you talking of?
15 |
What´s your company´s
story?
Vision, Mission, Values
What story does your
brand stands for?
Brand Core, Values
Every ...
16 |
What
How
Why
Change the way you tell your story.*
Company,
Brand,
Product:
Mission
Product-
features,
explanation
how...
17 |
Link your story to a Basic Desire.
Love &
Connection
Security &
Stability
Independency
& Freedom
Self-fulfillment &
L...
18 |
Security & Stability
Independency
& Freedom
Self-fulfillment &
Live your dream
Love &
Connection
Link your story to a...
19 |
Who is your hero?
20 |
Supporter Enemy
Victim
Hero
archaic action anti romantic tragic
Every story needs a hero.
21 |
One main
character makes
the difference.
We identify
ourselves and
connect with one
individual and not
with “a (targe...
22 |
How do you get
interest in your
stories?
23 |
Head
Heart
Contradiction
Every good story starts with a conflict.
Head
Heart
Past Future
24 |
The Hunt The Journey The Romance
The Metamorphosis The Tragedy
Every hero transformes in a conflict.
25 |
Corporate Storylines.
Who I am: The most traditional form of
brand-to-costumer communication,
brands simply and rapid...
26 |
Corporation /
Product / Brand
Information
(News / Product Features …)
Impact
(Benefit / Reason Why)
2. Narrative
1. P...
27 |
Corporation /
Product /
Brand
Information
(News, Product Features …)
Impact
(Benefit / Reason Why)
2. Narrative
1. Pr...
28 |
Our Client
(Corporation / Product /
Brand)
Information
(News, Product Features)
Impact
(Benefit / Reason Why)
We need...
29 |
Images are
the new Heroes.
30 |
Great stories evoke emotions.
Emotion
 Humor
 Ironic
 Aesthetic
 Surprise
 Touching
Information
 Enlighting
 E...
31 |31 |
Facebook: 3,000 pictures every second
250 million every day
Instagram: 40 million per day
Tumblr: 61.6 million da...
32 |
The world is complex. Text is complex.
An image is easy to read.
The world is at speed. Text takes time.
An image is ...
33 |
What wins on YouTube?
1. PSY - GANGNAM STYLE (971 million views)
2. Somebody That I Used to Know - Walk off
the Earth...
34 |
Secrets of successful viral videos
1. Don´t overuse your logo. Users don´t share pure
promotion.
2. Have a hot start:...
35 |
What can we offer?
1. Über-Images
2. Events to offer Status Stories
3. Support to manage their images
36 |
„You have to
have an
unique image
every day –
across all
channels.“
Susan Wassel
Communications Manager
Sharpies / Ne...
37 |
New Rules of
Storytelling
38 |
Book Movie Game
Book Movie Game The whole is only the sum of its
parts. Dissatisfying: conclusion to
consuming all me...
39 |
Transmedia Storytelling: Siemensanswers
40 |
5 Step-Storytelling-Model ©Ketchum
Hero
Conflict
Emotion
Media
MeaningfulBrands
41 |
How to work with
Hero
Conflict
Emotion
Media
MeaningfulBrands
Corporate
Identity/
Positioning
Hero & Brand
Shaper
Con...
42 |
Interested in more?
• TED Talk by Shekar Kapur: We are the stories we tell ourselves.
http://www.ted.com/talks/lang/e...
43 |
Petra Sammer
Partner | Chief Creative Officer
Petra.sammer@ketchumpleon.com| www.ketchum.com | http://blog.ketchum.co...
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Transmedia storytelling for brands

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How to turn Brands into Storyteller? Ketchum defines 5 steps of success for break through stories in marketing.

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Transmedia storytelling for brands

  1. 1. 1 | Where Has Your Hero Gone? Turning Companies into Storyteller Petra Sammer, Partner | Chief Creative Officer
  2. 2. 2 | Do we need new Superheros in PR? We think: yes.
  3. 3. 3 | • Text • Information • Product • Image • Emotion • Story Today Tomorrow
  4. 4. 4 | Successful Communications needs new methods to break through.
  5. 5. 5 | Welcome to Storytelling. We share stories since 25.000 generations of mankind.
  6. 6. 6 | • Stories call up emotions. • Stories provoke pictures. • Stories are entertaining. • Stories refer to our experiences. • Stories aim at our subconscious mind. • Stories anchor information.
  7. 7. 7 | Why storytelling? • Information Overkill • Evolution of PR: From product/company centricity to storytelling. • Journalists search for more: Quality Journalism, Partisan Journalism, Investigative Journalism… • „We are all journalists now“: Brands become media companies (Scott Grant, 2007) such as Red Bull, Coca Cola, Ebay, Siemens, American Express…
  8. 8. 8 | Where do you need a story? Paid Media Owned Media Earned Media Converged Media* *Altimeter Group
  9. 9. 9 | The future is about Converged Media. Paid Media Owned Media Earned Media Converged Media* Drives traffic Reinforces interest *Altimeter Group
  10. 10. 10 | „Build content around a brand, not about it.“ Rebecca Lieb, Altimeter Group
  11. 11. 11 | What makes a great story?
  12. 12. 12 | StorylineMeaningful Brand Every story needs a Reason to be told. Hero Every story needs one main character. Every story starts with a Conflict. Emotions Every story gains Attention. Transmedia & Liquid Every story deploys Viral Power. 5 Step-Storytelling-Model ©Ketchum
  13. 13. 13 | 5 Step-Storytelling-Model ©Ketchum Hero Transformation Emotion Media MeaningfulBrands
  14. 14. 14 | What are you talking of?
  15. 15. 15 | What´s your company´s story? Vision, Mission, Values What story does your brand stands for? Brand Core, Values Every story needs a reason to be told.
  16. 16. 16 | What How Why Change the way you tell your story.* Company, Brand, Product: Mission Product- features, explanation how a company works etc….: Values Believe, Purpose, Cause: Vision Tell your story: Inside out not Outside in *Simon Sinek: Golden Circles of Communications
  17. 17. 17 | Link your story to a Basic Desire. Love & Connection Security & Stability Independency & Freedom Self-fulfillment & Live your dream
  18. 18. 18 | Security & Stability Independency & Freedom Self-fulfillment & Live your dream Love & Connection Link your story to a Basic Desire.
  19. 19. 19 | Who is your hero?
  20. 20. 20 | Supporter Enemy Victim Hero archaic action anti romantic tragic Every story needs a hero.
  21. 21. 21 | One main character makes the difference. We identify ourselves and connect with one individual and not with “a (target) group”.
  22. 22. 22 | How do you get interest in your stories?
  23. 23. 23 | Head Heart Contradiction Every good story starts with a conflict. Head Heart Past Future
  24. 24. 24 | The Hunt The Journey The Romance The Metamorphosis The Tragedy Every hero transformes in a conflict.
  25. 25. 25 | Corporate Storylines. Who I am: The most traditional form of brand-to-costumer communication, brands simply and rapidly communicate their existence. (“All are the same, but I am different”) Why I’m here: These stories help forge a link between a brand and a particular time, place, service, mindset or need. (“All do the same business, but I am special”) I have a dream: These stories seek to inspire an audience with a vision of how the world or a category should behave. Successful visions are simple, well defined and bought into by consumers. (“And this will change the world.”) I know what you’re thinking: Brands that are never shy of drawing attention to the elephant in the room and tackling it head on. (“No one tells the truth, but I do.”)* I’ll show you how: Brands often use “teaching” stories – either to demonstrate a product benefit or feature or to drive behavioural change – to ensure consumers rapidly understand what they offer. (“And this will solve your problem.”) I back you up: These stories disrupt normal corporate storytelling. The brand is stepping back and behind the consumer who is featured as a hero. The brand is supporting whatever a consumer is doing. (“It´s not about me, it´s about you.”) *Quotes from: http://buzzdriverstories.wordpress.com
  26. 26. 26 | Corporation / Product / Brand Information (News / Product Features …) Impact (Benefit / Reason Why) 2. Narrative 1. Protagonists 3. Storyline Elements of a PR-Story.
  27. 27. 27 | Corporation / Product / Brand Information (News, Product Features …) Impact (Benefit / Reason Why) 2. Narrative 1. Protagonists 3. Storyline Elements of a PR-Story.
  28. 28. 28 | Our Client (Corporation / Product / Brand) Information (News, Product Features) Impact (Benefit / Reason Why) We need to shift. 2. Narrative 1. Protagonists 3. Storyline
  29. 29. 29 | Images are the new Heroes.
  30. 30. 30 | Great stories evoke emotions. Emotion  Humor  Ironic  Aesthetic  Surprise  Touching Information  Enlighting  Educational  Simplification  Inspiring  Innovative
  31. 31. 31 |31 | Facebook: 3,000 pictures every second 250 million every day Instagram: 40 million per day Tumblr: 61.6 million daily Flickr: 6 billion since 2004 Visual Tsunami
  32. 32. 32 | The world is complex. Text is complex. An image is easy to read. The world is at speed. Text takes time. An image is so much faster. The world is full. Full of information. An image breaks through. The world is global. Text needs translation. An image is multilingual. Why images win over text.
  33. 33. 33 | What wins on YouTube? 1. PSY - GANGNAM STYLE (971 million views) 2. Somebody That I Used to Know - Walk off the Earth (Gotye - Cover) (140 million) 3. KONY 2012 (97 million) 4. "Call Me Maybe" by Carly Rae Jepsen - Justin Bieber, Selena & Co. (54 million) 5. Barack Obama vs Mitt Romney. Epic Rap Battles Of History Season 2 (45 million) 6. A DRAMATIC SURPRISE ON A QUIET SQUARE (39 million) 7. WHY YOU ASKING ALL THEM QUESTIONS? .. #FCHW (39 million) 8. Dubstep Violin- Lindsey Stirling- Crystallize (38 million) 9. Facebook Parenting: For the troubled teen (35 million) 10. Felix Baumgartner's supersonic freefall from 128k' - Mission Highlights (30 million) * *Top 10 YouTube Videos | End 2012
  34. 34. 34 | Secrets of successful viral videos 1. Don´t overuse your logo. Users don´t share pure promotion. 2. Have a hot start: create joy in the first seconds. 3. Create an emotional roller coaster: change tempo. 4. Surprise is stronger than shock. 5. Focus on users who love to share: Extroversions and Egocentrics. Source: Harvard Professor Thales Teixeira
  35. 35. 35 | What can we offer? 1. Über-Images 2. Events to offer Status Stories 3. Support to manage their images
  36. 36. 36 | „You have to have an unique image every day – across all channels.“ Susan Wassel Communications Manager Sharpies / Newell Rubbermaid Visual Storytelling
  37. 37. 37 | New Rules of Storytelling
  38. 38. 38 | Book Movie Game Book Movie Game The whole is only the sum of its parts. Dissatisfying: conclusion to consuming all media. The whole is more than the sum of its parts. Satisfying: euphoria of collecting the pieces. Traditional Transmedia Transmedia Storytelling
  39. 39. 39 | Transmedia Storytelling: Siemensanswers
  40. 40. 40 | 5 Step-Storytelling-Model ©Ketchum Hero Conflict Emotion Media MeaningfulBrands
  41. 41. 41 | How to work with Hero Conflict Emotion Media MeaningfulBrands Corporate Identity/ Positioning Hero & Brand Shaper Content Strategy Style & Tonality Media & Digital Strategy
  42. 42. 42 | Interested in more? • TED Talk by Shekar Kapur: We are the stories we tell ourselves. http://www.ted.com/talks/lang/en/shekhar_kapur_we_are_the_stories_we_tell_ourselves.html • The Secret of Pixar Storytelling: http://www.awn.com/articles/secret-pixar-storytelling • Robert McKee: Story. Substance, structure, style and the principles of screenwriting. London 1998. • More on visual storytelling: http://de.slideshare.net/gapingvoid/gapingvoid-effective-visual-strategies- 13968978?from=favorite_email • Great examples on transmedia storytelling are to be found here: http://www.creativesandbox.com/ • A great example is this on AlkaSetzer: http://www.creativesandbox.com/#/case-study/google-alka-seltzer-proje brief-by-google?&_suid=1353779046773037369701230852 • Das Zukunftsinsitut über transmediales Erzählen: http://www.trend-update.de/2011/12/01/transmediale-rabbit-ho liquid-content/ • Coca Cola about liquid storytelling: http://www.youtube.com/watch?v=LerdMmWjU_E , http://www.youtube.com/watch?v=fiwIq-8GWA8 • Und das hat Coca Cola daraus gemacht: http://www.indiskretionehrensache.de/2012/11/coca-cola-content- strategie/ - http://www.coca-colacompany.com/
  43. 43. 43 | Petra Sammer Partner | Chief Creative Officer Petra.sammer@ketchumpleon.com| www.ketchum.com | http://blog.ketchum.com| www.kreativ-block.blogspot.com | www.kanalgruen.de | twitter.com/PetraSammer
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