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MSLGROUP Storytelling

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A short presentation on the power of creative storytelling to create belief in and engagement with brands, online and offline.

A short presentation on the power of creative storytelling to create belief in and engagement with brands, online and offline.

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Transcript

  • 1. Story
  • 2. Discovering your story LANDSCAPE Defining Your PURPOSE Discovering Your STORY Understanding Your AUDIENCE Your Story
  • 3. Discovering you story 1. Your story landscape KILLER QUESTIONS 1. What is your strategic business objective? 2. Describe your operating environment? 3. What is your communication objective? 4. Who are you targeting? 5. What is the competition doing?
  • 4. Discovering your story 2. Defining your purpose Defining your Defining PURPOSE THE STORY you need to TELL
  • 5. Discovering your story 2. Defining your purpose Introducing PurPle
  • 6. Discovering your story 3. Your story THE STORY YOU need to TELL Defining
  • 7. Discovering your story 3. Your story AMBITIONS To be (much) MORE than an ANTI VIRUS AVG had business
  • 8. Discovering your story 3. Your story Story: “The Guardian Angel” “Bringing peace of mind to our connected world” THE WHY?
  • 9. Discovering your story 3. Your story Story: “The Guardian Angel” „We protect us‟ is the defining philosophy of AVG. By collaborating with their users AVG is able to design products and services that anticipate their users needs to freely explore and develop in their increasingly complex connected world, unbounded by fear or hindered by technological complexity THE HOW?
  • 10. Discovering your story 3. Your story Story: “The Guardian Angel” AVG offers a secure ecosystem of products that are best-in-class and ensure absolute security THE WHAT?
  • 11. Discovering your story 3. Your story FAITH From a commodity tech SUPPLIER to a lifestyle PARTNER in our digital lives AVG‟s path to “Cyber bullies: How one British child in five falls victim to aggressive behaviour online” “Android users need to be even more careful with their phones than they are with their PC‟s”
  • 12. Discovering your story 3. Your story BRAND AWARENESS … this drove Which in turn was reinforced by recommendation – ultimately INCREASING downloads and REVENUE…
  • 13. Discovering your story 4. Understanding your audience WHO are they? WHERE are they? WHAT are they talking about? What are they SAYING about you? Who do they LISTEN to?
  • 14. Discovering your story 4. Understanding your audience ONLINE INSIGHT
  • 15. PEOPLE‟S LAB: direct ideation & co-creation
  • 16. Discovering your story 4. Understanding your audience 2.6 million conversations + 50 women, 5 cities
  • 17. Discovering your story Purpose Story Influencers Messages
  • 18. Dynamic storytelling Think like a PUBLISHER PLAN IMPROVISE RESPOND
  • 19. Dynamic storytelling 1. Plan editorial council
  • 20. Identify Dynamic storytelling 1. Plan 1. Identify conversation ‘themes’ 2. Editorial council explodes the story across themes Research 3. Establish key word set 4. Search external Platforms Influencers Search engines 4. Search internal Existing Owned media Plan 5. Back to the Editorial Council „LEAD, PLAY, PARTNER, AVOID‟ 3:12 STORY ENGAGEMENT BLUEPRINT
  • 21. Dynamic storytelling 1. Plan The Story Engagement Blueprint Across paid, owned and earned media
  • 22. Dynamic storytelling 2. Improvise IMPROVISE own the moment
  • 23. Reactive Content: Amstel Bier „Boston Bruin Bar Tab‟
  • 24. Dynamic storytelling 3. Respond TIER TIER TIER 3 GENERAL RESPONSES General comments or questions related to COMPANY that are positive in nature. The community manager is encouraged to freely respond to comments. 2 TIME-SENSITIVE RESPONSE/ACTION 1 CRISIS & ISSUES Comments that require specific information or management guidance. Time-sensitive comments with negative undertones. The community manager is allowed to respond to comments after confirming management or guidance from MSL.
  • 25. Dynamic storytelling 3:12 Story Engagement Blueprint
  • 26. Creative storytelling TRANSMEDIA CREATIVE 7 rules of CONTAGIOUS CONTENT
  • 27. Creative storytelling 1. Transmedia creative PAID EARNED OWNED
  • 28. Creative storytelling 2. 7 Rules of contagious content Rules of contagious content: It MUST be • purposeful • insightful • easy to engage with • entertaining, rewarding or informative It SHOULD • leverage themes and trends • unify • play on emotion
  • 29. Contagious Content: Oreos „Seasonal Celebrations‟
  • 30. Contagious Content: P&G „Proud Sponsors of Mums‟
  • 31. Contagious Content: Burberry „Art of Trench‟
  • 32. Contagious Content: Evian „Roller Babies‟
  • 33. Creative storytelling Content SHARED and RESHARED
  • 34. 1. Impressions reach 2. Volume the number of conversations created/infiltrated 3. Click-through transmedia transfer efficiency) 4. Engagement % of total audience/fan base and reach 5. Virality total aggregate shares & likes Sentiment PRE Sentiment POST Net REPUTATION score

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