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The only global creative network for women.
SheSays works to help women further their careers in creative
industries through events, conferences, meetups & mentoring.
> Singapore chapter <
Join the conversation today: 
Thanks to..
Grace Clapham,
Change Entrepreneur,
Connector and Eco-System
Builder. Connecting the dots.
Lizi Hamer,
Creative Entrepreneur in
residence at Arcade.
Meera Navaratnam,
PR Human at Grayling Asia.
Wonderful thinker, brilliant
mind.
Amy Lavalette
The Art of Storytelling
Q&A
Hello
SheSays Singapore Networking
Amy Lavalette
VP Asia, Evidently
With 10 years industry experience, Amy has been lucky enough to
have worked on some of the world’s biggest brands such as Dove,
Nokia, Coca-Cola and Diageo.
She made the switch into content storytelling based on the
realisation that she was watching more YouTube videos than TV
shows.
Recognising the significance of ‘content is king’and the power
switch to real-time consumer advocacy, Amy joined Evidently who
put behaviour change and value exchange at the heart of all
content creation.
In between running the Evidently Singapore office, she helps
clients (and audiences) unlock brand relevance via storytelling.
The creative content agency
Our strategy is storytelling
We produce the engaging
content your brand deserves*
*deserves, in a good way
The Art Of
Storytelling
‘The cat sat on the mat’*
*John le Carré
‘The cat sat on
the dog’s mat’*
*John le Carré again. He knows his stuff.
If all you have is a
hammer, everything
looks like a nail*
* Maslow’s Law
* Storytelling
If you tell me a fact, I’ll learn.
If you tell me a truth, I’ll believe.
But tell me a story and it’ll live
in my heart forever.*
Demystifying Stories
1. Classic Narrative Structure
2. Narration
3. Simple Tools
1. Basic Narrative
Structure
Thought 1:
Familiarity breeds
contentment*
*Because who likes change, really?
Think of your favourite story...
1994 2004
Friends
2. Narration
Thought 2:
Plot vs. Story*
*Stories are jigsaw puzzles. Jigsaw pieces are parts of the plot. Narration is the assemble.
Think of a murder mystery
Thought 3:
Make your audience
work*
*Because it’s more fun for them when you do
3. Simple Tools*
*To engage and retain our audiences’ attention
Tool 1: Surprise & Suspense
Tool 2: MacGuffin
*A plot device to drive the story
Dove Haiku
Why is 30”, 30”?*
*Hard economics not human behaviour
Thought 4:
How long is a piece of
content?*
*Longer, deeper, greater
Dear 16 Year Old Me
* One of over 7,000 YouTube comments
The first time someone tried to show me this, I was thinking “Oh
God! It’s 5 mins. long...I’m busy, don’t they know how busy I am?!”
But then I realized how powerful the message was, and how well
put together it was! And then, I did check my skin...and then I
went to the doctor...and then I had the mole excised (removed)
and biopsied, and then they diagnosed...and guess what, I have
melanoma... so glad someone forced “busy me!” to stop for 5
minutes and save my life!!!
leahsk2003*
Dear 16-year-old Me Engagement
1m
2m
3m
4m
5m
0’00” 1’00” 2’00” 3’00” 4’00”
6m
7m
Duration of film
Numberofviewers
Number of
people watching
Engagement Value
5.4 million watched beyond 30’
2.3 million watched the entire message
4 Part Structure
0 Engage “Whisky? Tastes even worse on the way up”
0.24 Inform “This is where they took the cancer out”
3.32 Empower “It takes 10 minutes”
4:07 Advocate Tweet, share this on facebook
In Summary...
Key Storytelling Thoughts
1. Familiarity breeds contentment
2. Let your audience do the work
3. Trick & tease through tools
4. Deep emotional engagement
Thank you!
Your Q’s. Amy’s A’s.
Join the conversation today: 
29 February
SXSW 2015 Preview
Updates
Join the conversation today: 
Networking tip #307
Think about the thing you really want to do. Or something you are
proud of. And tonight tell people about it. We remember people by
creating a memory of them, let the one about you be amazing.
Join the conversation today: 
Join the conversation today: 

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The Art of Storytelling

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  • 2. The only global creative network for women. SheSays works to help women further their careers in creative industries through events, conferences, meetups & mentoring. > Singapore chapter <
  • 5. Grace Clapham, Change Entrepreneur, Connector and Eco-System Builder. Connecting the dots. Lizi Hamer, Creative Entrepreneur in residence at Arcade. Meera Navaratnam, PR Human at Grayling Asia. Wonderful thinker, brilliant mind.
  • 6. Amy Lavalette The Art of Storytelling Q&A Hello SheSays Singapore Networking
  • 7. Amy Lavalette VP Asia, Evidently With 10 years industry experience, Amy has been lucky enough to have worked on some of the world’s biggest brands such as Dove, Nokia, Coca-Cola and Diageo. She made the switch into content storytelling based on the realisation that she was watching more YouTube videos than TV shows. Recognising the significance of ‘content is king’and the power switch to real-time consumer advocacy, Amy joined Evidently who put behaviour change and value exchange at the heart of all content creation. In between running the Evidently Singapore office, she helps clients (and audiences) unlock brand relevance via storytelling.
  • 8. The creative content agency Our strategy is storytelling We produce the engaging content your brand deserves* *deserves, in a good way
  • 10. ‘The cat sat on the mat’* *John le Carré
  • 11. ‘The cat sat on the dog’s mat’* *John le Carré again. He knows his stuff.
  • 12. If all you have is a hammer, everything looks like a nail* * Maslow’s Law
  • 13. * Storytelling If you tell me a fact, I’ll learn. If you tell me a truth, I’ll believe. But tell me a story and it’ll live in my heart forever.*
  • 14. Demystifying Stories 1. Classic Narrative Structure 2. Narration 3. Simple Tools
  • 17. Think of your favourite story...
  • 20. Thought 2: Plot vs. Story* *Stories are jigsaw puzzles. Jigsaw pieces are parts of the plot. Narration is the assemble.
  • 21. Think of a murder mystery
  • 22. Thought 3: Make your audience work* *Because it’s more fun for them when you do
  • 23. 3. Simple Tools* *To engage and retain our audiences’ attention
  • 24. Tool 1: Surprise & Suspense
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  • 28. Tool 2: MacGuffin *A plot device to drive the story
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  • 31. Why is 30”, 30”?* *Hard economics not human behaviour
  • 32. Thought 4: How long is a piece of content?* *Longer, deeper, greater
  • 33. Dear 16 Year Old Me
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  • 35. * One of over 7,000 YouTube comments The first time someone tried to show me this, I was thinking “Oh God! It’s 5 mins. long...I’m busy, don’t they know how busy I am?!” But then I realized how powerful the message was, and how well put together it was! And then, I did check my skin...and then I went to the doctor...and then I had the mole excised (removed) and biopsied, and then they diagnosed...and guess what, I have melanoma... so glad someone forced “busy me!” to stop for 5 minutes and save my life!!! leahsk2003*
  • 36. Dear 16-year-old Me Engagement 1m 2m 3m 4m 5m 0’00” 1’00” 2’00” 3’00” 4’00” 6m 7m Duration of film Numberofviewers Number of people watching Engagement Value 5.4 million watched beyond 30’ 2.3 million watched the entire message
  • 37. 4 Part Structure 0 Engage “Whisky? Tastes even worse on the way up” 0.24 Inform “This is where they took the cancer out” 3.32 Empower “It takes 10 minutes” 4:07 Advocate Tweet, share this on facebook
  • 39. Key Storytelling Thoughts 1. Familiarity breeds contentment 2. Let your audience do the work 3. Trick & tease through tools 4. Deep emotional engagement
  • 41. Your Q’s. Amy’s A’s. Join the conversation today: 
  • 42. 29 February SXSW 2015 Preview Updates Join the conversation today: 
  • 43. Networking tip #307 Think about the thing you really want to do. Or something you are proud of. And tonight tell people about it. We remember people by creating a memory of them, let the one about you be amazing. Join the conversation today: