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Who cares anyway? Developing shareable content | The power of human stories conference | 28 February 2019

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Ellie Moore, head of engagement and Joe Wade, CEO, Don't Panic

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

Published in: Government & Nonprofit
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Who cares anyway? Developing shareable content | The power of human stories conference | 28 February 2019

  1. 1. Who cares anyway? Developing shareable content.
  2. 2. We are content creators who became an agency. - The Packs - The YouTube Channel - The TV Series (+ BAFTA) - The Agency OUR HISTORY.
  3. 3. HOW WE WORK. We’ve come a long way since those days...yet our approach remains the same. - End to End - Engagement Strategy - Diverse Creative Team
  4. 4. REFRAME THE NARRATIVE. It’s crucial to identify new ways to tell the same story by pushing yourselves to do things differently. Just because it’s worked before, doesn’t mean it will work again - do something unexpected.
  5. 5. Even if you have a compelling story to tell, people have stopped engaging with ‘adverts’. We need to work harder to get their attention...and keep it. Loyalty or interest isn’t going to be enough, especially when reaching new audiences. GRAB ATTENTION.
  6. 6. MAKE IT RELEVANT. Our audience divide the world in to ‘us’ and ‘them’. How do we position ourselves as ‘us’, especially when discussing polarising issues? What’s going to make them sit up and listen?
  7. 7. ENSURE IT’S SHAREABLE. It’s one thing being able to tell a good story, but how do you get people to remember it? People care about stories told or shared by those they trust. We need to build in ‘reasons to share’ from the start.
  8. 8. EMOTION ORIGINALITY CREATIVE RISK VALUE How will people feel after seeing it? What makes your story different? Do you feel completely comfortable? What’s the pay-off for the viewer? ATTENTION How will we entice people from the start? CREATION
  9. 9. EASTER EGG TRENDS TIMINGS PR HOOK What popular references can we include? How can we tap into these in an authentic way? When should you tell your story? What’s the lead or the take-away? CURRENT How is it culturally-relevant and timely? DEVELOPMENT
  10. 10. PARTNERS PAID EARNED OWNED Who do we want to work with? Where are they? What channels and formats will we use? Why will people talk about it? How can we tell our story in an innovative way? DISTRIBUTION
  11. 11. NSPCC
  12. 12. THE PROBLEM. Suicide in young men is on the rise, and yet no-one is talking about it.
  13. 13. THE INSIGHT. Macho culture is isolating, discouraging boys to discuss mental health.
  14. 14. THE SOLUTION. Reframe the narrative to show young men they're not alone in how they're feeling.
  15. 15. 6.5m46k So successful all paid media was turned off after one week. ViewsShares
  16. 16. Storytelling Workshop
  17. 17. EMOTION ORIGINALITY CREATIVE RISK VALUE How will people feel after seeing it? What makes your story different? Do you feel completely comfortable? What’s the pay-off for the viewer? ATTENTION How will we entice people from the start? CREATION EASTER EGG TRENDS TIMINGS PR HOOK What popular references can we include? How can we tap into these in an authentic way? When should you tell your story? What’s the lead or the take-away? CURRENT How is it culturally-relevant and timely? DEVELOPMENT PARTNERS PAID EARNED OWNED Who do we want to work with? Where are they? What channels and formats will we use? Why will people talk about it? How can we tell our story in an innovative way? DISTRIBUTION
  18. 18. ELLIE@DONTPANICLONDON.COM x6 x5 x7 x7
  19. 19. The power of human stories: how to be an authentic storyteller 28 February 2019 London #CharityStories
  20. 20. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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