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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 …

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.

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  • 1. 1 DIGITAL STORYTELLING FOR BRANDS
  • 2. 2 WELCOME LYNNE D JOHNSON Dir. Digital & Social Brand Strategy & Marketing Waggener Edstrom @lynneluvah
  • 3. 3 IN A WORLD OF MEDIA FRAGMENTATION, HOW DO YOU GET THE WORD OUT ABOUT YOUR BRAND?
  • 4. 4 EVERYONE LOVES A GOOD STORY
  • 5. 5 STORIES MAKE IDEAS RELATABLE.
  • 6. 6 STORIES INSPIRE AND MOTIVATE.
  • 7. 7 WHAT MAKES A GOOD STORY? Source: http://charitywrites.blogspot.com/2011/10/pre-nano-story-structure.html
  • 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. 9Source: Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand by Robert Rose & Joe Pulizzi
  • 10. 10 BUT MOST IMPORTANT… CAST YOUR CUSTOMER AS HERO. Brand Narrative Branded Content User Generated Influencer Generated
  • 11. 11 HOW DO WE DO IT?
  • 12. 12 UNDERSTAND your audience. KNOW what your brand means. CREATE a story that connects. LISTEN & engage. LEARN!
  • 13. 13 TELL A STORY THAT IS RELEVANT, REAL, AND REPEATABLE.
  • 14. 14 WHO’S DOING IT RIGHT?
  • 15. 15 COCA COLA HAPPINESS MACHINE
  • 16. 16 RED BULL STRATOS Source: Socialbakers
  • 17. 17 BEN & JERRY’S CAPTURE EUPHORIA
  • 18. 18 SO WHAT’S YOUR STORY?
  • 19. 19 THANK YOU © 2013 Waggener Edstrom Worldwide Inc. All Rights Reserved.