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SPARK 2016: Those Who Tell the Stories Rule the World

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See Shane Snow's keynote presentation from Spark 2016, TrackMaven's annual digital marketing summit focused on the intersection of marketing art and science. Learn more at spark.trackmaven.com.

The number one marketing skill — and business skill for that matter — of the next decade is neither coding nor emotional intelligence nor Snapchat: it’s the ability to tell truly compelling stories. Shane Snow, founder of Contently, author of Smartcuts, and correspondent for Wired and Fast Company, shows how storytelling will be the key driver of 21st century business growth — and he has the data to prove it. In his signature blending of entertaining narrative and science, Snow shows why stories work at a neurological level, how both businesses at large and individuals who work in them can — and must — harness the power of story to build relationships and make people care, and how to use storytelling to break through the hurricane of noise that marketers face today.

Published in: Marketing

SPARK 2016: Those Who Tell the Stories Rule the World

  1. 1. Shane SnowCOFOUNDER, CONTENTLY contently.com AUTHOR, SMARTCUTS
  2. 2. A story ruined pinball.
  3. 3. Another story
  4. 4. Tens of millions of dollars
  5. 5. 20
  6. 6. “Can I go again?”
  7. 7. Stories are powerful.
  8. 8. Stories can change our attitudes.
  9. 9. Stories can change our preferences.
  10. 10. 28 Your brain on facts
  11. 11. 29 Your brain on stories
  12. 12. We’re programmed for stories.
  13. 13. 31
  14. 14. Research: “Storytelling can break down barriers to foster compassion, tolerance, and respect for difference.”
  15. 15. Research: “Storytelling has an impact on participants’ interpersonal relationships, empathy, and sense of connectedness.”
  16. 16. Great stories build relationships.
  17. 17. Great stories make us care.
  18. 18. Businesses have always wanted to do this.
  19. 19. 37
  20. 20. Storytelling Marketing Content Marketing
  21. 21. “We are a media company now.” –David Beebe, Marriott vice president of global creative.
  22. 22. Stories are a smarter way to do marketing.
  23. 23. Stories are a smarter way to connect with people.
  24. 24. Content marketing industry jumps 20% in a single quarter
  25. 25. 46
  26. 26. How?
  27. 27. How do you win attention?
  28. 28. And how do you get results?
  29. 29. a.d. 1500 50
  30. 30. 51
  31. 31. 52
  32. 32. 53
  33. 33. 54
  34. 34. 55
  35. 35. 56
  36. 36. 57
  37. 37. 58
  38. 38. 59
  39. 39. 60 The Daily Gossip By Antonio!
  40. 40. 61 The Daily Gossip
  41. 41. 62
  42. 42. 63
  43. 43. Figure out what the audience wants first, then figure out the technology to use. (Most of us do this backwards.)
  44. 44. How you publish is as important as what you’re saying.
  45. 45. A deeper pattern…
  46. 46. 67
  47. 47. 68
  48. 48. 69 CONNECT
  49. 49. 70 TOO SLOW! CONNECT
  50. 50. 71 The Daily Gossip By Antonio! CONNECT
  51. 51. 72 The Daily Gossip By Antonio! CONNECT
  52. 52. 73 The Daily Gossip By Antonio! CONNECT
  53. 53. 74 The Daily Gossip CONNECT
  54. 54. 75 The Daily Gossip CONNECT
  55. 55. 76 The Daily Gossip CONNECT
  56. 56. 1851 77
  57. 57. 78
  58. 58. 79 V.S.
  59. 59. 80
  60. 60. 81
  61. 61. 82
  62. 62. 83 V.S.
  63. 63. 84
  64. 64. When content is everywhere, go deep.
  65. 65. Gimmicks are fleeting. Quality builds loyalty.
  66. 66. The pattern!
  67. 67. 88
  68. 68. 89 CONNECT
  69. 69. 90 NO LOYALTY! CONNECT
  70. 70. 91
  71. 71. 92 CONNECT
  72. 72. 93 SUBSCRIBERS! CONNECT
  73. 73. 94
  74. 74. 95
  75. 75. 2012 96
  76. 76. 97
  77. 77. 98
  78. 78. 99
  79. 79. 100 CONNECT
  80. 80. 101 CONNECT
  81. 81. 102
  82. 82. 103 CONNECT
  83. 83. 104 CONNECT
  84. 84. 105
  85. 85. 106 CONNECT
  86. 86. 107 CASH MONEY! CONNECT
  87. 87. 108
  88. 88. 109 The faster you crank The Flywheel, the faster you can make storytelling work. CONNECT
  89. 89. 110 0 2500 5000 7500 10000 1600s 1800s 1900s 2000s The Daily Gossip By Antonio! ALMOSTNOONEEVERYONE
  90. 90. 111 What stories should we create? CONNECTCONNECT
  91. 91. STORY MATRIX
  92. 92. Interests & values Company & customers Products & services STORY MATRIX
  93. 93. Timely Seasonal Evergreen Interests & values Company & customers Products & services STORY MATRIX
  94. 94. Timely Seasonal Evergreen Interests & values Company & customers Products & services STORY MATRIX
  95. 95. American Express OPEN Forum z
  96. 96. Timely Seasonal Evergreen Interests & values Company & customers Products & services STORY MATRIX
  97. 97. AmEx Small Business Saturday z
  98. 98. Timely Seasonal Evergreen Interests & values Company & customers Products & services STORY MATRIX
  99. 99. z GE Reports z
  100. 100. Timely Seasonal Evergreen Interests & values Company & customers Products & services STORY MATRIX
  101. 101. Infographics @ Universal z
  102. 102. Timely Seasonal Evergreen Interests & values Company & customers Products & services STORY MATRIX
  103. 103. Telling products’ stories @ Groupon z
  104. 104. Timely Seasonal Evergreen Interests & values Company & customers Products & services STORY MATRIX
  105. 105. 129 How should we connect with our audience? CONNECTCONNECT
  106. 106. B2B B2C
  107. 107. B2B BRANDINGCONVERSION B2C
  108. 108. B2B BRANDINGCONVERSION OWNED SITE B2C
  109. 109. B2B BRANDINGCONVERSION OWNED SITE EMAIL B2C
  110. 110. B2B BRANDINGCONVERSION OWNED SITE EMAIL Linkedin Youtube Twitter B2C
  111. 111. B2B BRANDINGCONVERSION OWNED SITE EMAIL Linkedin Youtube Twitter Youtube Facebook Chat Instagram B2C
  112. 112. B2B BRANDINGCONVERSION OWNED SITE EMAIL Linkedin Youtube Twitter Youtube Facebook Chat Instagram Sponsored content B2C
  113. 113. B2B BRANDINGCONVERSION OWNED SITE EMAIL Linkedin Youtube Twitter Youtube Facebook Chat Instagram Sponsored content Slideshare Sponsored webinars B2C
  114. 114. B2B B2C BRANDINGCONVERSION OWNED SITE EMAIL Linkedin Youtube Twitter Youtube Facebook Chat Instagram Slideshare Sponsored webinars Pinterest Sponsored content
  115. 115. B2B B2C BRANDINGCONVERSION OWNED SITE EMAIL Linkedin Youtube Twitter Youtube Facebook Chat Instagram Slideshare Sponsored webinars Pinterest Sponsored content
  116. 116. B2B B2C BRANDINGCONVERSION OWNED SITE EMAIL Linkedin Youtube Twitter Youtube Facebook Chat Instagram Slideshare Sponsored webinars Pinterest Sponsored content
  117. 117. 141 How do we optimize our storytelling? CONNECTCONNECT
  118. 118. 149 Data via
  119. 119. 150 CONNECTCONNECT
  120. 120. This is bigger than marketing.
  121. 121. Stories are powerful.
  122. 122. Storytelling can change everything about the way we work, live, and do business.
  123. 123. Great stories build relationships.
  124. 124. Great stories make us care.
  125. 125. So let’s do that.
  126. 126. Thank you. shane@contently.com shanesnow.com Thank you.

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