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16 July 2014
Building Relationships through
Interactive Storytelling
Kalev Peekna
Managing Director, Strategy
kpeekna@onenorth.com
Jessica DeJong
Art Director
jdejong@onenorth.com
Welcome!
Storytelling is HOT
Why is storytelling so effective
for marketers?
Why is storytelling so effective?
• “Stories help you remember things and [are] how we are
reminded.”
• “Stories connect p...
SOME SIMPLE
OBSERVATIONS
Some simple observations
• Storytelling is universally pervasive. There are no
cultures without it.
• Storytelling is not ...
Why did we evolve into
storytellers?
Why did we evolve into storytellers?
Steven Pinker, The Language
Instinct
Brian Boyd, On the Origin of
Stories
Gossip Play
Gossip Play
Wait… WHAT?
Gossip
Play
History
Fiction
Humor
Shared
Experience
Relationships
It’s our ability to form complex, enduring
r...
Let’s try this again
Why is storytelling such an effective marketing tool?
• Stories share an experience
• Shared experien...
It all goes back to relationships
Telling the Story
Magical rules to telling a good story
Actually, there are no rules. But there are some things to
keep in mind:
• Context i...
Two common digital approaches
Linear Associative
Linear Stories
Linear Stories
Interest
Context
Proposition
Proof
Resolution
Linear stories bring your audiences from a
defined beginning ...
Techniques at play in narrative stories
Narrative Arc Scroll Interaction
Strong “Next
Actions”
Linear
Navigation
Full-widt...
Associative Stories
Associative Stories
Immersive
Experience
Theme
Topic
IdeaTheme
Question
Associative stories arrange content in
an inter-re...
Techniques at play in associative stories
Thematic
Organization
Immersive
Imagery &
Video
Audio
Limited
Content
Weight
Str...
Bringing it home
Getting started
1. Find the right story to tell
2. Don’t start with thinking about what you want to “say.”
Think instead a...
What stories do we have to tell?
Options to Consider
Options for professional marketers include:
• Culture or history
• Client commitment
• Approach to wor...
Questions?
Appendix of Examples
Linear
•http://www.nytimes.com/newsgraphics/2013/10/27/south-
china-sea/
•http://aquatilis.tv/
•http:...
#1NWebinar – Building Relationships through Interactive Storytelling
#1NWebinar – Building Relationships through Interactive Storytelling
#1NWebinar – Building Relationships through Interactive Storytelling
#1NWebinar – Building Relationships through Interactive Storytelling
#1NWebinar – Building Relationships through Interactive Storytelling
#1NWebinar – Building Relationships through Interactive Storytelling
#1NWebinar – Building Relationships through Interactive Storytelling
#1NWebinar – Building Relationships through Interactive Storytelling
#1NWebinar – Building Relationships through Interactive Storytelling
#1NWebinar – Building Relationships through Interactive Storytelling
#1NWebinar – Building Relationships through Interactive Storytelling
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#1NWebinar – Building Relationships through Interactive Storytelling

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During this session, Kalev Peekna and Jessica DeJong explored interactive storytelling – one of the hottest new techniques used in digital marketing. They shared a brief history of how storytelling connects people, why it’s so powerful for relationship marketing and why digital offers exciting and unique opportunities for sharing your stories. Their examples explored how firms can combine different media to create an immersive experience for clients and build stronger relationships.

You can also listen to the presentation on YouTube http://bit.ly/1rk6fOE

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#1NWebinar – Building Relationships through Interactive Storytelling

  1. 1. 16 July 2014 Building Relationships through Interactive Storytelling
  2. 2. Kalev Peekna Managing Director, Strategy kpeekna@onenorth.com Jessica DeJong Art Director jdejong@onenorth.com Welcome!
  3. 3. Storytelling is HOT
  4. 4. Why is storytelling so effective for marketers?
  5. 5. Why is storytelling so effective? • “Stories help you remember things and [are] how we are reminded.” • “Stories connect people to brands emotionally, psychologically” • “Stories work because we find them interesting” • “Everybody loves a good story”
  6. 6. SOME SIMPLE OBSERVATIONS
  7. 7. Some simple observations • Storytelling is universally pervasive. There are no cultures without it. • Storytelling is not taught. We are born knowing how to do it. • Storytelling is fundamental to how we know and understand things.
  8. 8. Why did we evolve into storytellers?
  9. 9. Why did we evolve into storytellers? Steven Pinker, The Language Instinct Brian Boyd, On the Origin of Stories Gossip Play
  10. 10. Gossip Play
  11. 11. Wait… WHAT? Gossip Play History Fiction Humor Shared Experience Relationships It’s our ability to form complex, enduring relationships across familial, national, geographic, and even linguistic boundaries that explains our unprecedented evolutionary success.
  12. 12. Let’s try this again Why is storytelling such an effective marketing tool? • Stories share an experience • Shared experiences form and build relationships • Relationships drive success
  13. 13. It all goes back to relationships
  14. 14. Telling the Story
  15. 15. Magical rules to telling a good story Actually, there are no rules. But there are some things to keep in mind: • Context is critical • Authenticity matters • Ads are not stories • Stories create experience by bringing people from one place to another • Digital media allow self-guidance
  16. 16. Two common digital approaches Linear Associative
  17. 17. Linear Stories
  18. 18. Linear Stories Interest Context Proposition Proof Resolution Linear stories bring your audiences from a defined beginning to an end. As in classical narratives, linear stories require capturing early interest, and building engagement to drive people to an eventual resolution. Whereas classical narratives use conflict to build engagement, professional storytellers can use questions or propositions, especially if they are unexpected.
  19. 19. Techniques at play in narrative stories Narrative Arc Scroll Interaction Strong “Next Actions” Linear Navigation Full-width Panels Microinteractions to Encourage Mixed Content Types “Snackable” Content Lengths
  20. 20. Associative Stories
  21. 21. Associative Stories Immersive Experience Theme Topic IdeaTheme Question Associative stories arrange content in an inter-related network. The best associative stories allow people to move from piece to another along their own path. Often, they lack a defined beginning or end. The real goal is the experience. Associative stories are hard work for print readers (to wit, Ulysses). But they can be highly approachable and compelling in an interactive format.
  22. 22. Techniques at play in associative stories Thematic Organization Immersive Imagery & Video Audio Limited Content Weight Strong Transitions Visual Depth Guided Navigation Open Navigation
  23. 23. Bringing it home
  24. 24. Getting started 1. Find the right story to tell 2. Don’t start with thinking about what you want to “say.” Think instead about the experience you want to share. 3. Start small. Storytelling is about turning a little content into a big experience.
  25. 25. What stories do we have to tell?
  26. 26. Options to Consider Options for professional marketers include: • Culture or history • Client commitment • Approach to work • Diversity and CSR • Career engagement • Marquee case studies Storytelling allows marketers to rescue the kinds of enduring, abstract, or thoughtful themes that are critical to the brand, but which often get lost in the flood of a robust content-marketing strategy.
  27. 27. Questions?
  28. 28. Appendix of Examples Linear •http://www.nytimes.com/newsgraphics/2013/10/27/south- china-sea/ •http://aquatilis.tv/ •http://thestory.barbour.com/ •http://www.ge.com/stories Associative •http://getgoingtoday.org/ •http://intothearctic.gp/en/ •http://www.world-of-swiss.com/en

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