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Social Storytelling for the modern caveman by Brandhome

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World Marketing Congress Mumbai: Brandhome’s vision on (social) storytelling

Brandhome's strategic director Erik Saelens was keynote speaker at the WMC in Mumbai, India. He took the audience into the world of social storytelling, and its significant impact on today’s and tomorrow’s brand marketing.

Published in: Marketing

Social Storytelling for the modern caveman by Brandhome

  1. ERIK SAELENS FOUNDER & EXECUTIVE STRATEGIC DIRECTOR BRANDHOME 40 YEARS LIVES IN ANTWERP, BELGIUM MARRIED, 2 DAUGHTERS HOBBIES WHO’S TALKING
  2. MY JOB IS MY HOBBY
  3. MY JOB IS MY HOBBY
  4. DOHA (QA) DUBAI (AE) LOST SOMEWHERE BETWEEN AUSTRIA (AT) AND DUBAI (AE) FRANKFURT (DE) GENEVA (CH) CAPETOWN (SA) EN ROUTE TO NYC (USA) 4 4 IN THE AIR FROM DUBAI (AE) TO NYC (USA) 4 4 4 4 MANAMAH (BH) 4 4 BRUSSELS (BE) GHENT (BE) LONDON (UK) 4 4 4 3DAYS65 1COU7NTRIES 51 08 79.545 196.838 CITIES TIMEZONES MINUTES OF WRITING WORDS WRITTEN 4 ABU DHABI (AE) CASABLANCA (MA) CAIRO (EG) DUSSELDORF (DE) MILANO (IT) VIENNA (AT) AMSTERDAM (NL) LIEGE (BE) EINDHOVEN (NL) UTRECHT (NL) SHANGHAI (PRC) ANTWERP (BE) CANNES (FR) LYON (FR) BARCELONA (ES) IBIZA (ES) JFK AIRPORT (USA) NEW YORK CITY (USA) LAS VEGAS (USA) LOS ANGELES (USA) 35000FT ABOVE MINSK (RU) 4
  5. BRANDHOME FOUNDATION DONATE TODAY IBAN BE09 0682 4746 9457 BIC GKCC BE BB
  6. FROM STORYTELLING TO STORYSELLING TODAY’S TOPICS THE BASICS OF STORYTELLING TRIPLE-A STORIES CASES ABOUT BRANDHOME TAKE-AWAYS
  7. WHAT IS A B®AND?
  8. GREEN & COFFEE BAR
  9. RED & SPORTS CAR
  10. COLOUR
  11. COLOUR
  12. AROMA
  13. AROMA
  14. BRAND
  15. BRAND
  16. PACKAGING
  17. SOUND
  18. SOUND
  19. PLACE
  20. A BRAND CAN BE ANYTHING
  21. BUT A BRAND IS MUCH MORE MUCH MORE THAN A NAME MUCH MORE THAN A LOGO MUCH MORE THAN AN ADVERT
  22. WHY INVEST IN A BRAND?
  23. A BRAND CREATES AN EMOTIONAL BOND SURPASSING PRODUCT EXPERIENCE
  24. A RELATIONSHIP THAT ADDS VALUE
  25. BRANDING REDUCES ELASTICITY AND CREATES PREMIUM PRICE - SERVICE - LOYALTY - DISTRIBUTION
  26. A BRAND IS A BELIEF SYSTEM
  27. A BELIEF SYSTEM WHERE SOMETIME NO WORDS ARE NEEDED
  28. AND WHERE SOMETIMES YOU ARE LOST FOR WORDS
  29. A BRAND IS A BELIEF SYSTEM WHERE YOUR STAKEHOLDERS REWARD YOU WITH LOYALTY & SPREAD THE WORD TO OTHERS
  30. FROM STORYTELLING TO STORYSELLING TODAY’S TOPICS THE BASICS OF STORYTELLING TRIPLE-A STORIES CASES ABOUT BRANDHOME TAKE-AWAYS
  31. THE BASICS OF STORYTELLING TRIPLE-A STORIES FROM STORYTELLING TO STORYSELLING CASES ABOUT BRANDHOME TAKE-AWAYS TODAY’S TOPICS
  32. STORIES HAVE EXISTED LONG BEFORE RECORDED HISTORY
  33. AND THE TELLING OF STORIES HAVE CHANGED FORMS DRASTICALLY THROUGHOUT THE YEARS
  34. BUT THE ELEMENTS OF A STORY NEVER CHANGED
  35. MESSAGE GLOBAL WARMING
  36. PLAYERS
  37. THE GOOD THE BAD CONFLICT
  38. HERO AL GORE: AN INCONVINIENT TRUTH
  39. PLOT
  40. STORY BUILDING BLOCKS MESSAGE PLAYERS CONFLICT HERO PLOT
  41. QUESTION
  42. WHAT DO STORIES AND BRANDS HAVE IN COMMON?
  43. THEY ARE BOTH BELIEF SYSTEMS
  44. BECAUSE BRANDS ARE STORIES
  45. STORIES IN YOUR BRAINS
  46. A BRAND IS A COLLECTION OF STORIES - STORIES YOU’VE HEARD - STORIES YOU’VE EXPERIENCED YOURSELF - STORIES YOU’VE READ ABOUT - STORIES YOU’VE SEEN ON THE INTERNET - …
  47. EXAMPLE TOMS SHOES
  48. STORIES HELP PEOPLE TO MAKE SENSE OF THE WORLD UNDERSTAND LIFE'S EXPERIENCES DEAL WITH DILEMMAS OVERCOME HARDSHIPS
  49. THEY ARE BELIEF SYSTEMS THAT FUNCTION AS A REFERENCE FRAME TO FACILITATE THE CHOICES WE MAKE…
  50. …AND THAT IS EXACTLY WHAT BRANDS DO TOO
  51. CONSUMERS HAVE TOO MANY CHOICES, AND TOO LITTLE TIME DIFFERENT COMPANIES OFTEN HAVE SIMILAR OFFERINGS BRANDS HELP CONSUMERS TO ORGANISE THE WORLD AND TO FACILITATE DECISIONS
  52. STEPS FOR BUILDING A STORY
  53. story storyline story storylining story story storymining storytelling storyselling storybuying storyliving
  54. mining lining telling selling buying living story mining story story storyline story story
  55. mining lining telling selling buying living story story lining storyline story story story story story story story story story story story story story story story story story
  56. mining telling selling buying living story telling story story concept story story story story lining
  57. lining telling mining selling buying living story selling concept
  58. lining telling selling mining buying living story buying concept
  59. lining telling selling buying mining living story living R R R
  60. THE BASICS OF STORYTELLING TRIPLE-A STORIES FROM STORYTELLING TO STORYSELLING CASES ABOUT BRANDHOME TAKE-AWAYS TODAY’S TOPICS
  61. - PEOPLE FIRST TRUST PEOPLE - THEN THEY TRUST THE STORIES THEY TELL - THEN THEY TRUST BRANDS
  62. - GOOD STORIES - NEED TO BE TRIPLE-A - AUTHENTIC - ACCOUNTABLE - ACTIVATING
  63. 1AUTHENTIC BE WHO YOU ARE
  64. AC2COUNTABLE DO WHAT YOU SAY
  65. 3ACTIVATING WHAT YOU HEAR, YOU FORGET WHAT YOU SEE, YOU REMEMBER WHAT YOU EXPERIENCE, YOU BUY
  66. THE STORYTELLING EFFECT
  67. HOW MANY TIMES DOES SOMEONE TELL OTHERS ABOUT A GOOD EXPERIENCE? A BAD EXPERIENCE?
  68. A GOOD EXPERIENCE
  69. A GOOD EXPERIENCE 3 TIMES
  70. A BAD EXPERIENCE
  71. A BAD EXPERIENCE 9 TIMES
  72. THESE ARE FACTORS FROM RESEARCH BEFORE SOCIAL MEDIA EFFECTS
  73. FACTOR 3 RIPPLE-EFFECT
  74. A STORY THAT IS TRIPLE-A HAS THE POWER TO SPREAD
  75. THE SAME COUNTS FOR A BRAND
  76. BUT NOT IN A GOOD WAY!
  77. THE BASICS OF STORYTELLING TRIPLE-A STORIES FROM STORYTELLING TO STORYSELLING CASES ABOUT BRANDHOME TAKE-AWAYS TODAY’S TOPICS
  78. STORYTELLING LEADS TO STORYSELLING BECAUSE STORIES HAVE AN EFFECT ON OUR BRAIN & BEHAVIOUR
  79. STORIES + CONNECTION EMPATHY TRUST SALES
  80. THE EFFECT OF STORYTELLING ON YOUR BRAND BUYING INTENTIONS X2 NPS +33% EMPLOYER BRANDING BRAND ATTRIBUTES +75% SOURCE: RESEARCH 3DACCOUNTABILITY & COOLBRANDS
  81. STORYTELLING IN THE NOW ERA: DIGITAL & SOCIAL
  82. STORYTELLING HAS EVOLVED OVER YEARS THE CHANNELS THROUGH WHICH STORIES ARE TOLD HAVE MULTIPLIED & DIGITALISED
  83. THE NATURE OF DIGITAL STORYTELLING
  84. 1. DEMOCRATIC
  85. 1. DEMOCRATIC 2. DIRECT
  86. 1. DEMOCRATIC 2. DIRECT 3. NON-LINEAR
  87. 1. DEMOCRATIC 2. DIRECT 3. NON-LINEAR 4. MULTIPLE-CHANNEL
  88. SOCIAL MEDIA AND STORYTELLING A MATCH MADE IN HEAVEN?
  89. ABOUT COMMUNICATION ABOUT BUILDING RELATIONSHIPS SOCIAL MEDIA STORYTELLING
  90. SOCIAL MEDIA: THE CONTEMPORARY BONFIRE
  91. 5 TIPS FOR STORYTELLING ON SOCIAL MEDIA 1. SHAREABILITY 2. USE THE ELEMENTS 3. BE CONCISE 4. THE CUSTOMER = THE HERO 5. MEDIA MIX
  92. THE BASICS OF STORYTELLING TRIPLE-A STORIES FROM STORYTELLING TO STORYSELLING CASES ABOUT BRANDHOME TAKE-AWAYS TODAY’S TOPICS
  93. CASES TODAY’S TOPICS N-VA: THE STORY OF A POLITICAL CAMPAIGN BRANDED: THE BOOK ABOUT THE N-VA CAMPAIGN NEWSMONKEY: JOURNALISM IN THE 21ST CENTURY
  94. N-VA CASE STORYTELLING IN A POLITICAL CAMPAIGN
  95. CHALLENGES MAKE THE N-VA POLITICAL AGENDA MEANINGFUL, CLEAR AND EASY TO UNDERSTAND EXCEED PREVIOUS SCORES AND OUTPERFORM THE OTHER POLITICAL PARTIES
  96. BRAND FORMATS
  97. BRAND POSITIONING STATEMENT THE POWER OF CHANGE (DE KRACHT VAN VERANDERING)
  98. CAMPAIGN STRATEGY ONLINE DOMINATION DRIVEN BY OWN STRENGTH REAL PEOPLE / REAL STORIES FULLY INTEGRATED PLATFORM
  99. CAMPAIGN PLATFORM CHANGE FOR PROGRESS (VERANDERING VOOR VOORUITGANG)
  100. COMMUNICATION PROPERTY 25 COMMITMENTS (25 VERBINTENISSEN)
  101. VISUAL PROPERTY V-SIGN
  102. CAMPAIGN CONCEPT Verandering Voor Vooruitgang ONTDEK DE 25 VERBINTENISSEN OP N-VA.BE/VERANDERING
  103. Change For Progress ONTDEK DE 25 VERBINTENISSEN OP N-VA.BE/VERANDERING CAMPAIGN CONCEPT
  104. 3 CAMPAIGN PHASES PRE CAMPAIGN CAMPAIGN POST CAMPAIGN 03/02 25/02 ELECTION DAY 25/05 ONLINE PRINT ONLINE
  105. PRE CAMPAIGN www.n-va.be/verandering
  106. PRE CAMPAIGN OWN MEMBERS / REAL PEOPLE / REAL STORIES 2x25 COMMITMENT MOVIES FOCUSSED ON EMOTION ONLINE DOMINATION
  107. CAMPAIGN
  108. CAMPAIGN POLITICIANS ON FOREGROUND HUMAN TOUCH / THEIR SIDE OF THE STORY CONTINUITY & CONSISTENCY MINDSET SEGMENTATION
  109. RESULT N-VA WINS ELECTIONS OVERSHOOT OF TARGET ONLINE COMMUNITY GREW 600% N-VA ESTABLISHED THE IMAGE OF GAME-CHANGING
  110. SOME FIGURES 401,873,645 ONLINE ADVERTISEMENTS 2,619,512 SITE VISITS 1,465,645 YOUTUBE VIEWS 46,472 NEW FACEBOOK FRIENDS
  111. POST CAMPAIGN STIMULATE LOYALTY USE BASIS AS LEVERAGE FOR FURTHER SYMPATHETIC MOVE CAMPAIGN AS COMMUNICATION INSTRUMENT FOR NEGOTIATIONS
  112. BEYOND THE C AMPAIGN
  113. BRANDED: THE INSIDE STORY OF A GAME-CHANGING BELGIAN ELECTION CAMPAIGN BASED ON MY LOGBOOK I KEPT DURING THE CAMPAIGN MY PERSONAL AND PROFESSIONAL EXPERIENCES GAME CHANGING CAMPAIGN THE AUTHENTIC STORY
  114. CASE: SOCIAL STORYTELLING THE POWER OF VIRAL CONTENT
  115. THE 21ST CENTURY MEDIA COMPANY
  116. UNIQUE JOURNALISTIC MODEL FREE NEWS YOUNG GENERATION SHARES INSTEAD OF CLICKS 75% OF ONLINE TRAFFIC FROM SOCIAL MEDIA
  117. COMMERCIAL MODEL COMPLETELY SOCIAL STRATEGY FOCUSSED ON NATIVE ADVERTISING
  118. TECHNOLOGICAL INNOVATION PREDICTABLE NEWS VALUE BIG DATA AND SENTIMENT ANALYSIS COMMUNITY AS CATALYSER FOR GAME DEVELOPMENT
  119. CONTENT EDITORIAL TEAM CROWDSOURCING OPEN PLATFORM VIRAL VIRAL EXPERTISE SOCIAL MEDIA ROLL OUT TECHNOLOGY
  120. CONTENT EDITORIAL TEAM CROWDSOURCING OPEN PLATFORM VIRAL ARTICLES NATIVE CONTENT BEHAVIORAL ANALYTICS VIRAL VIRAL EXPERTISE SOCIAL MEDIA ROLL OUT PREDICTING VIRALITY ALGORITHM TECHNOLOGY
  121. THE BASICS OF STORYTELLING TRIPLE-A STORIES FROM STORYTELLING TO STORYSELLING CASES ABOUT BRANDHOME TAKE-AWAYS TODAY’S TOPICS
  122. BRANDHOME SINCE 1995 FOUNDED BY ERIK SAELENS
  123. OUR MISSION WE ENSURE ABOVE MARKET GROWTH FOR OUR CUSTOMERS’ BRAND(S)
  124. EVOLUTION 1995 knowledge center first online community on brand knowledge created by Erik Saelens 2001 knowledge center 12.000 subs for brandletter quoted in all international press training events speaker corners 2006 agency communication agency backed by unique know-how Brandhome method® branded events columns 2012 agency Brandhome academy® in UAE Brandhome foundation® guest speaker on international events
  125. BRANDHOMEMUSEUM.COM
  126. identity driven brand building®
  127. identity driven brand building® CONCEPTING COMMUNICATION MARKETING CREATIVITY IMPLEMENTATION EVENTS DESIGN deliverance ACADEMY BRAND KNOWLEDGE STRATEGY BOOKS RESEARCH BRANDHOME METHOD® know-how
  128. CHALLENGING WHERE THEY ALL GO LEFT WE GO RIGHT WHERE THEY FOLLOW RIGHT, WE GO UN-RIGHT ATYPICAL IDEA-CENTRIC CHANGE
  129. FROM STORYTELLING TO STORYSELLING TODAY’S THE BASICS OF STORYTELLING TRIPLE-A STORIES CASES ABOUT BRANDHOME TAKE-AWAYS
  130. STORIES ARE THE OLDEST BELIEF SYSTEMS TO ENGAGE PEOPLE
  131. STORIES ARE THE OLDEST BELIEF SYSTEMS TO ENGAGE PEOPLE BRANDS ARE STORIES THAT CAN SURVIVE OVER TIME
  132. STORIES ARE THE OLDEST BELIEF SYSTEMS TO ENGAGE PEOPLE BRANDS ARE STORIES THAT CAN SURVIVE OVER TIME SUCCESS STORIES MUST BE AUTHENTIC, ACCOUNTABLE & ACTIVATING
  133. STORIES ARE THE OLDEST BELIEF SYSTEMS TO ENGAGE PEOPLE BRANDS ARE STORIES THAT CAN SURVIVE OVER TIME SUCCESS STORIES MUST BE AUTHENTIC, ACCOUNTABLE & ACTIVATING TELLING = SELLING: STORIES ARE A LEVERAGE TO MAKE PEOPLE BUY
  134. STORIES ARE THE OLDEST BELIEF SYSTEMS TO ENGAGE PEOPLE BRANDS ARE STORIES THAT CAN SURVIVE OVER TIME SUCCESS STORIES MUST BE AUTHENTIC, ACCOUNTABLE & ACTIVATING TELLING = SELLING: STORIES ARE A LEVERAGE TO MAKE PEOPLE BUY SOCIAL MEDIA ARE THE BONFIRE OF CONTEMPORARY STORYTELLING
  135. READY TO WRITE YOUR BRAND (HI)STORY
  136. THANK YOU

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