Forces of Change & The Importance of Narrative

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OgilvyEntertainment creates compelling narratives that fuel deeper connections between brands and consumers.

In Forces of Change & The Importance of Narrative, President Doug Scott explores how disruptive innovation is driving new forms of content, creativity and engagement. While "storytelling" may be the latest trend, narratives have no limits in today's transmedia world. The state of play has shifted and the key is to activate deep content experiences driven by the power of NARRATIVE.

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  • i think some times
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  • I think you are splitting hairs here and I'm not sure to what benefit. Narratives, as you call them, are really worlds. You mention Transmedia in the presentation (once) but fail to realize that it's through Transmedia Storytelling that narratives come alive (and have been for years through a combination of text, images, film, and gaming). In short, brands create a 'world' in which multiple storylines can take place. But neuroscience is showing us that our brains are triggered by Freytag's triangle. There is no emotional connection to just a narrative, to just a world. There is connection to character and conflict and purpose. Really engaging and smart brands will develop a world (check out Chipotle's Scarecrow game/video which has the potential for that) that has multiple storylines accessible and interactive across a wide variety of platforms (including the physical world, mind you, the 5th platform). In that way, they can appeal to the emotional needs of a wider-range of people and, above all else, respect that the user has choice.
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Forces of Change & The Importance of Narrative

  1. FORCES OF CHANGE & NARRATIVE THE IMPORTANCE OF
  2. DOUG SCOTT President & Founder
  3. PART I. FORCES OF CHANGE
  4. THE ARTIST THE LABEL THE ALBUM THE RECORDING INDUSTRY.
  5. 8-TRACK CASSETTE CD MP3
  6. 12.5MM 6MM THE SINGLE THE ALBUM
  7. THE MEDIA COMPANY THE NETWORK THE CHANNEL THE TELEVISION INDUSTRY.
  8. TV SERIES HULU iTUNES
  9. DISRUPTIVE INNOVATION CHANGED EVERYTHING. AGAIN.
  10. TIME SHIFT FROM PRIMETIME TO ON DEMAND • The average American spends more than 41 hours each week engaging with content across all screens • The rate of daily mobile media consumption is two hours and 22 minutes - five times higher than in 2010. • Over 6 billion hours of video are watched each month on YouTube - that’s almost an hour for every person on Earth and 50% more than last year.
  11. SCREEN SHIFT FROM SHARED SCREEN TO TV EVERYWHERE • The U.S. has more than 5 million “Zero TV” homes and 67% of these homes get content on other devices
  12. SOCIAL SHIFT FROM LEAN BACK TO LEAN IN • There are more than 850 million monthly active Facebook users. • There are over 800 million social interactions around TV programs on their air date. • In 2012, 17 billion location-tagged posts and check-ins were logged. • Each day, Twitter users send over 400 million tweets. • More than 5 million photos are uploaded to Instagram each day.
  13. TELEVISION IS THE SHARED SCREEN.
  14. MOBILE IS THE FIRST SCREEN.
  15. REACHING CONSUMERS IS A MOVING TARGET. More than 1.4 billion people use social networks. Consumers spend 10.7 hrs per day with all forms of media. 83% of tablet owners use the device while watching TV. The App economy is said to be worth $25 billion. 67 million iPads were sold in 2011 and 2012. 12% of internet traffic comes from mobile.
  16. THE MEDIA LANDSCAPE CONTINUES TO EVOLVE. Internet advertising hit $99 billion in 2012. 67% of consumers use a smartphone. 80% of households have laptop computers. 4 out of 10 people check social networks while watching TV. 72 hours of video are uploaded to YouTube every minute. Global e-commerce sales will top $1.25 trillion by 2013. “By the end of the decade, everyone on Earth will be connected.” - Eric Schmidt
  17. CONSUMERS CONTROL... WHERE ATTENTION IS PAID & TRUST IS PLACED WHEN BRAND MESSAGING IS RELEVANT HOW DEEPLY TO ENGAGE WITH BRANDS
  18. CREATE CONTENT CONNECTING WITH CONSUMERS IN THEIR MOST RECEPTIVE STATE TECHNOLOGY ENABLES BRANDS TO... LEVERAGE MULTIPLE PLATFORMS ACROSS OWNED, EARNED AND PAID MEDIA CHANNELS ACCESS REAL-TIME DATA SHOWING HOW CONSUMERS INTERACT WITH THEIR MESSAGING
  19. CONSUMERS ARE CONDITIONED... LIKE PAVLOV’S DOGS TO CONSUME CONTENT BASED ON BEHAVIORAL TRIGGERS... DRIVEN BY ON DEMAND MICRO CONTENT
  20. THE NEW REALITY People have a growing appetite for experiences allowing them to delve deeper into NARRATIVES. Not just linear stories but ongoing narratives that mix with and enhance everyday life.
  21. PART II. THE IMPORTANCE OF NARRATIVE
  22. NARRATIVE CREATES A CONTEXT FOR INTERPRETING ALL PERCEPTIONS. STEPHEN DINEHART NARRATIVE DESIGNER
  23. NARRATIVES ALLOW A BRAND TO FLOURISH IN A TRANSMEDIA WORLD... UNFOLDING ACROSS A RICH SET OF MEDIA. JOHN HAGEL DELOITTE CENTER FOR THE EDGE
  24. ARE STORIES TOO LINEAR? BEGINNING MIDDLE THE END.
  25. STORYTHE TYPICAL Once upon a time... ...happily ever after.
  26. STORIES ARE ABOUT PLOT AND ACTION. NARRATIVES ARE ABOUT PEOPLE AND POTENTIAL.
  27. NARRATIVE ESSENTIALS STAND APART BE UBIQUITOUS CONFRONT A CONFLICT CELEBRATE THE UNKNOWN FILL THE EMOTIONAL WELL
  28. IMMERSIVE INTERACTIVE INTEGRATED IMPACTFUL 1 2 3 4
  29. STORYLINE vs. STORYWORLD SINGLE vs. MULTI PLATFORM PUSH vs. PULL INDIVIDUAL vs. PARTICIPATORY
  30. MOTIVATE ACTION IGNITE PASSION REACT IN REAL TIME DELIVER ON DEMAND THE MINDSET FOSTER COLLABORATION
  31. CONNECTED CONSUMER SOCIALIZED CONTENT BRAND IDEAL Invitesconsumer toparticipate Thebrand’sbestselfAccessescontent when&where theywantit THE STATE OF PLAY
  32. BRAND IDEAL CONNECTED CONSUMER SOCIALIZED CONTENT THE SWEET SPOT
  33. THE BRANDSCAPE Collaborative Equity Contextualized Experiences Audience Driven Narratives Entertainment Value & Utility Authenticity to Brand Ideals Co-Creation & Original Entertainment IP Ownership
  34. RED BULL STRATOS
  35. INTEL / TOSHIBA THE BEAUTY INSIDE
  36. PERRIER SECRET PLACE
  37. LACTA LOVE IN THE END
  38. FORCES OF CHANGE ARE FUELING NEW FORMS OF CREATIVITY & ENGAGEMENT
  39. PART III. INSPIRATION TO LIVE BY
  40. BE PERSONAL & { PERVASIVE }
  41. FORGET THE ... PAST
  42. DRIVE DESIRE <3
  43. CREATE # MEANING
  44. DELIVER IMPACT !!
  45. ENGAGE DEEPLY ~~~
  46. UNLEASH DISCOVERY :)
  47. UTILITY IS +++ POWER
  48. SMART DATA 1011000110110010100110100101
  49. DEVIATE FROM ---LINEAR---
  50. /// SUSTAIN YOUR MESSAGE
  51. THE DOORS HAVE OPENED )( WIDE )(
  52. X BREAK X THE SCREEN
  53. THE WORLD IS YOUR =PLATFORM=
  54. JOIN THE REVOLUTION ***
  55. THE TIME IS NOW
  56. YOU CAN IGNITE MOVEMENTA
  57. THE POWER IS IN YOUR HANDS
  58. WHAT’S YOUR NARRATIVE?
  59. OgilvyEntertainmentBlog.com Facebook.com/OgilvyEntertainment YouTube.com/OgilvyEntertainment @OgilvyEnt DOUG SCOTT THANK YOU. * Doug.Scott@Ogilvy.com President & Founder

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