How storytelling is coming back to shape the way we digest information Take a look at how consumers are digesting information and the way which the internet is changing as a result. See how story telling can break down information into digestible, easy to consume and share snippets that people connect with. Ultimately, the question is Do you do what you’ve always done or what people want?

1. The changing face of digital
“Once upon a time…” – the power of storytelling
How storytelling is coming back to shape the
way we digest information
Hamish Anderson

2. Chapter 1: Some context

3. Chapter 1: Some context
• Ultimately, Google recognises the value of serving the information you
need simply and easily.
• Why hide the answers people want?

4. What we did is not what we need to do

5. Insight into search – 2014 – Health searches

6. Insight into search – 2014 – Health searches

7. Chapter 2: Information overload

8. Information overload changes how we engage

9. Chapter 3:
Do you do what you’ve always done or what people want?

10. Popular Websites (launch year & how they looked)
• Brands are always
evolving, but how
they evolve changes
how we engage with
each other

11. Top 15 Most Popular Websites | March 2015
1. Google
2. YouTube
3. Facebook
4. Yahoo!
5. Amazon
6. Wikipedia
7. Twitter
8. Bing
9. eBay
10. MSN
11. Microsoft
12. LinkedIn
13. Pinterest
14. Ask
15. Wordpress
1. Google
2. YouTube
3. Facebook
4. Yahoo!
5. Amazon
6. Wikipedia
7. Twitter
8. Bing
9. eBay
10. MSN
11. Microsoft
12. LinkedIn
13. Pinterest
14. Ask
15. Wordpress
1. Google
2. Yahoo!
3. Bing
4. Ask
1. YouTube
2. Facebook
3. Wikipedia
4. Twitter
5. LinkedIn
6. Pinterest
7. Wordpress
1. Amazon
2. eBay
3. MSN
4. Microsoft
http://www.ebizmba.com/articles/most-popular-websites

12. • 1,728
• 1,887
• 2,003
• 9,035
• 27,019GB
• 48,502
• 99,600
Some facts
Per
second
Skype calls
Tumblr posts
Instagram
Tweets
Internet traffic
Google searches
YouTube views

13. • People are digesting their world in new ways at
speeds previously unimaginable
• People are sharing this content
– And thus there’s a growing acceptance to how people
expect/want to digest information
• To maintain/be relevant we need to shift
• Ultimately all businesses need to determine:
Chapter 4: What does it all mean?
How do we supply information – technical, assistive, informative – in
ways which resonate, are easy to engage with and which drive
action?

14. • So again, would you prefer to read this:
The relevance of testosterone, oestradiol and certain peptides (oxytocin (OT),
β-endorphin and prolactin (PRL)) to sexual arousal in humans was reviewed.
There is limited evidence of a direct effect of oestradiol on sexual arousability
in women. The extent to which testosterone in women acts by conversion to
oestradiol or by increase of free oestradiol is not yet clear. The role of
peptides in sexual arousal remains uncertain, partly because of the multiple
roles and sites of action of most peptides. OT and β-endorphin appear to have
both excitatory and inhibitory effects. PRL has been proposed as an inhibitory
factor via direct inhibition of dopaminergic activity, but the evidence for this
is inconclusive. Whereas the traditional concept of ‘hormone’ continues to
apply to the role of testosterone and oestradiol in sexual arousal, peptides
present a more complex role
• Or watch this?
The science of sexual arousal

15. The ‘story’ of sexual arousal
https://www.youtube.com/v/SZkGsgmpSNc

16. • “A story can go where quantitative analysis is denied
admission: our hearts.
Data can persuade people, but it doesn’t inspire them
to act; to do that, you need to wrap your vision in a
story that fires the imagination and stirs the soul.”
Harrison Monarth, HBR 2014
Once upon a time – Making a comeback

17. • Currently people :
– Experience information overload
– Are looking to friends/contacts and brands to act as
Information filters
• Nearly 60% of people online use social platforms
such as Facebook as a recurring news source
• Story telling is coming back
– Video content
– Infographics
– Blogs
Chapter 5: Once upon a time – Making a comeback

18. The proof point

19. • What do you need to be doing?
– Monitoring trends – Worldwide and how people engage
with us you can be relevant
– Creating richer experiences
 Videos
 Infographics
 Stories/blogs
– Engaging people
 Content automation
 Lead nurture strategy
Chapter 6: Future Facing

20. • Tell your story
– Create the story you want to tell, then select the platform
to tell it!
– The more fresh content you share get the more chance
people find you
– Everyone has a unique perspective of what is important
– Different writing styles will appeal to different people –
you may generate a following, you do not need to be like
others
• Share new infographics/blogs, that others have
created
How do you start?

21. • Monitor
• Talk to people
• Refine
• Repeat
And then?