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Powerful Storytelling Done Right by Pearl Higgins of Outspoken Media

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Outspoken Media’s Director of Client Services Pearl Higgins knows the ins and outs of creating compelling content. With a background in Children’s literature that’s not surprising.

Only Pearl doesn’t just craft content; she tells stories, which is what she showed the audience at DFWSEM’s April 2017 event exactly how to do. She took the stage by storm and used her presentation to provide examples of great content and amazing storytelling.

This presentation covers all the bases of becoming a meaningful storyteller — from using the right imagery, to constructing sentences, to honing in on exactly the right kind of message. All these pieces work together to create a story like no other — one only you can tell.

Published in: Marketing
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Powerful Storytelling Done Right by Pearl Higgins of Outspoken Media

  1. 1. Presented byPresented by Powerful Storytelling April 12, 2017 | @Pearl_Higgins | #DFWSEM Done right.
  2. 2. @Pearl_Higgins 2
  3. 3. My favorite book was about a widower sailor with a lying daughter, who tricked her only friend into almost dying on a jetty during a hurricane. 3@Pearl_Higgins
  4. 4. 4@Pearl_Higgins
  5. 5. I never grew out of picture books. 5@Pearl_Higgins
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  7. 7. 7@Pearl_Higgins
  8. 8. Why story now? 8@Pearl_Higgins
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  13. 13. In 2017, your audience is enveloped in a perfect storm of inattention. 13@Pearl_Higgins
  14. 14. @Pearl_Higgins 14 Source: nytimes.com 8.5 hours a day spent on screens 61 minutes of TV ads
  15. 15. @Pearl_Higgins 8-second attention span down from 12 seconds in 2000 15Source: nytimes.com
  16. 16. So how do you get remembered? 16@Pearl_Higgins
  17. 17. @Pearl_Higgins Make people angry. Impress them. 17
  18. 18. When they’re angry, story is not a replacement for that lost good reputation. 18@Pearl_Higgins
  19. 19. @Pearl_Higgins 92% of consumers trust earned media, such as word of mouth, above all other forms of advertising 19Source: nielsen.com
  20. 20. 70% of consumers turn to online consumer reviews as the second most-trusted source. 20 Source: Nielsen | Global Trust in Advertising and Brand Messages April 2012 @Pearl_Higgins
  21. 21. “Which means, successful brands and marketers will need to find ways to better connect with consumers by creating the kind of good-will that leads to positive consumer feedback.” 21 Source: nielsen.com @Pearl_Higgins
  22. 22. Are your audiences feeling that good will? 22@Pearl_Higgins
  23. 23. 23@Pearl_Higgins
  24. 24. No one wants to hear your story: •If you over-charged them. •If they’re angry about your billing practices. •If they never received their product. •If the product broke. •If your customer service is subpar. •If your terms and conditions were not clear. •If you made a social media snafu that you never really fixed. 24@Pearl_Higgins
  25. 25. No one wants to hear your story if you are not meeting or exceeding their expectations. 25@Pearl_Higgins
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  27. 27. And what if you are? 27@Pearl_Higgins
  28. 28. TOMS Giving in the U.S.: Helping American Children In Need 28 youtube.com/watch?v=W83bQGclUP4 @Pearl_Higgins
  29. 29. Engaged and happy audiences 29@Pearl_Higgins
  30. 30. How? 30@Pearl_Higgins
  31. 31. Audience Deliver y Plot 31@Pearl_Higgins
  32. 32. 32@Pearl_Higgins
  33. 33. We need to be digging deeper. 33@Pearl_Higgins
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  40. 40. Let’s find joy in the delivery. 40@Pearl_Higgins
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  42. 42. @Pearl_Higgins 42
  43. 43. This works for brands, too. 43@Pearl_Higgins
  44. 44. 44@Pearl_Higgins
  45. 45. @Pearl_Higgins 45
  46. 46. 46@Pearl_Higgins
  47. 47. @Pearl_Higgins 47
  48. 48. @Pearl_Higgins 48
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  50. 50. 50@Pearl_Higgins
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  53. 53. Audiences respond when you intrigue them or make them feel something without lecturing. 53@Pearl_Higgins
  54. 54. 54
  55. 55. high drama 55 high lecture low drama low lecture @Pearl_Higgins
  56. 56. high drama 56 high lecture low drama low lecture @Pearl_Higgins
  57. 57. What do we need to make a story? 57@Pearl_Higgins
  58. 58. Christina Jackson Modernist Fairytale Prints 58@Pearl_Higgins
  59. 59. 59@Pearl_Higgins
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  62. 62. 62 “Much information is stored, indexed, and retrieved in the form of stories. People relate to each other in terms of stories- and brands often play central and peripheral roles in their stories.” Source: When Consumers & Brands Talk: Storytelling Theory and Research in Psychology and Marketing onlinelibrary.wiley.com
  63. 63. Think about the brands your mother used. @Pearl_Higgins 63
  64. 64. Archetypes 64
  65. 65. There are only two stories: 65@Pearl_Higgins
  66. 66. 66 A man goes on a journey or a stranger comes to town.
  67. 67. Or more? 67@Pearl_Higgins
  68. 68. The Seven Basic Plots Christopher Booker’s Jungian analysis of story 68@Pearl_Higgins
  69. 69. 69 Overcoming the monster: Beowulf Harry Potter Rags to Riches: Aladdin Cinderella Jane Eyre The Quest: The Iliad Watership Down Harold & Kumar go to White Castle Voyage & Return: The Odyssey Alice in Wonderland Labyrinth @Pearl_Higgins
  70. 70. 70 Comedy: Twelfth Night Bridget Jones’ Diary Tragedy: Macbeth Hamlet Breaking Bad Rebirth: Beauty & The Beast How the Grinch Stole Christmas @Pearl_Higgins
  71. 71. The archetypes you know are tools at your disposal. 71@Pearl_Higgins
  72. 72. What other tools are at your disposal? 72 Language Imagery CTA UX @Pearl_Higgins
  73. 73. Story in the language 73@Pearl_Higgins
  74. 74. 74@Pearl_Higgins
  75. 75. In the mission or tagline 75@Pearl_Higgins
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  78. 78. In the small CTAs 78@Pearl_Higgins
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  80. 80. 80@Pearl_Higgins
  81. 81. In the large CTAs 81@Pearl_Higgins
  82. 82. @Pearl_Higgins 82
  83. 83. Source: http://madebyshape.co.uk/about 83@Pearl_Higgins
  84. 84. Story in the image 84@Pearl_Higgins
  85. 85. Molly Bang & picture books 85 Sometimes it’s all in what you hint at, allude to, or use to grab your audience’s attention. You don’t have a lot of time; visuals can carry the weight for you. @Pearl_Higgins
  86. 86. Size, location & movement 86@Pearl_Higgins
  87. 87. The wolf 87@Pearl_Higgins
  88. 88. The tension 88@Pearl_Higgins
  89. 89. The final story 89@Pearl_Higgins
  90. 90. Visual storytelling in action 90@Pearl_Higgins
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  99. 99. Story in the CTA 99@Pearl_Higgins
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  104. 104. Utilizing story in UX 104@Pearl_Higgins
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  110. 110. Don’t forget that UX doesn’t end with the goal completion. 110@Pearl_Higgins
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  114. 114. A few tools of the trade: 114@Pearl_Higgins
  115. 115. Social Media Storytelling •Facebook Canvas •Stellar Stories •Twitter Moments •Animoto •Adobe Spark Video •Ripl @untypicalman for more social storytelling tips @Pearl_Higgins 115
  116. 116. Let’s bring a little joy back into what we do. 116@Pearl_Higgins
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  118. 118. Thank you!Thank you!

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