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1
DIGITAL STORYTELLING
FOR BRANDS
2
WELCOME
LYNNE D JOHNSON
Dir. Digital & Social
Brand Strategy & Marketing
Waggener Edstrom
@lynneluvah
3
IN A WORLD OF MEDIA
FRAGMENTATION, HOW
DO YOU GET THE WORD
OUT ABOUT YOUR
BRAND?
4
EVERYONE LOVES A
GOOD STORY
5
STORIES MAKE IDEAS
RELATABLE.
6
STORIES INSPIRE AND
MOTIVATE.
7
WHAT MAKES A GOOD STORY?
Source: http://charitywrites.blogspot.com/2011/10/pre-nano-story-structure.html
8
WHAT MAKES A GOOD STORY FOR
BRANDS IN THE DIGITAL AGE?
•  Narrative Arc
•  About company, not product
•  Cross Channel
•...
9Source: Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand
by Robert Rose...
10
BUT MOST IMPORTANT…
CAST YOUR CUSTOMER
AS HERO.
Brand
Narrative
Branded
Content
User
Generated
Influencer
Generated
11
HOW DO WE DO IT?
12
UNDERSTAND your audience.
KNOW what your brand means.
CREATE a story that connects.
LISTEN & engage.
LEARN!
13
TELL A STORY THAT IS
RELEVANT, REAL, AND
REPEATABLE.
14
WHO’S DOING IT RIGHT?
15
COCA COLA HAPPINESS
MACHINE
17
BEN & JERRY’S CAPTURE
EUPHORIA
18
SO WHAT’S YOUR
STORY?
19
THANK YOU
© 2013 Waggener Edstrom Worldwide Inc. All Rights Reserved.
Digital Storytelling For Brands
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Digital Storytelling For Brands

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Lynne d Johnson, Director of Digital and Social Media Strategy, at Waggener Edstrom, presented Digital Storytelling For Brands at Brand Camp University in New York City on May 20, 2013 as part of Internet Week #iwnybcu13. Learn the structure for telling amazing stories about your brand with digital media.

Published in: Business, Technology

Transcript of "Digital Storytelling For Brands"

  1. 1. 1 DIGITAL STORYTELLING FOR BRANDS
  2. 2. 2 WELCOME LYNNE D JOHNSON Dir. Digital & Social Brand Strategy & Marketing Waggener Edstrom @lynneluvah
  3. 3. 3 IN A WORLD OF MEDIA FRAGMENTATION, HOW DO YOU GET THE WORD OUT ABOUT YOUR BRAND?
  4. 4. 4 EVERYONE LOVES A GOOD STORY
  5. 5. 5 STORIES MAKE IDEAS RELATABLE.
  6. 6. 6 STORIES INSPIRE AND MOTIVATE.
  7. 7. 7 WHAT MAKES A GOOD STORY? Source: http://charitywrites.blogspot.com/2011/10/pre-nano-story-structure.html
  8. 8. 8 WHAT MAKES A GOOD STORY FOR BRANDS IN THE DIGITAL AGE? •  Narrative Arc •  About company, not product •  Cross Channel •  Emotional •  Rich Media •  Engagement •  Mechanics Brand Promise Brand Reputation
  9. 9. 9Source: Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand by Robert Rose & Joe Pulizzi
  10. 10. 10 BUT MOST IMPORTANT… CAST YOUR CUSTOMER AS HERO. Brand Narrative Branded Content User Generated Influencer Generated
  11. 11. 11 HOW DO WE DO IT?
  12. 12. 12 UNDERSTAND your audience. KNOW what your brand means. CREATE a story that connects. LISTEN & engage. LEARN!
  13. 13. 13 TELL A STORY THAT IS RELEVANT, REAL, AND REPEATABLE.
  14. 14. 14 WHO’S DOING IT RIGHT?
  15. 15. 15 COCA COLA HAPPINESS MACHINE
  16. 16. 16 RED BULL STRATOS Source: Socialbakers
  17. 17. 17 BEN & JERRY’S CAPTURE EUPHORIA
  18. 18. 18 SO WHAT’S YOUR STORY?
  19. 19. 19 THANK YOU © 2013 Waggener Edstrom Worldwide Inc. All Rights Reserved.

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