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Storytelling in a Digital World


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Why do some campaigns explode and other's go bust? Learn why viral phenomenons like the #ALSIceBucketChallenge tell a story, polarize audiences, and drive people to action. Discover critical insights into how to craft your brand's story, reach the right audience, and deliver lasting value to your company and your brand advocates.

Published in: Marketing
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Storytelling in a Digital World

  1. 1. Storytelling in a Digital World If you want to be heard, tell better stories. #inboundcon
  2. 2. Dev Basu @devbasu
  3. 3. What is Storytelling?
  4. 4. Stories connect ideas to a narrative.
  5. 5. In marketing, stories help us tellbefore we sell.
  6. 6. #icebucketchallenge $10M donated in Canada $113M in the United States.
  7. 7. Great stories succeed because they are able to capture the imagination of large or important audiences.
  8. 8. Simple Unexpected Credible Concrete Emotional Shareable
  9. 9. Stories are passed on from person to person
  10. 10. Each person ownsthe idea, modifies it, and can choose to pass it on or let it die.
  11. 11. Only the best stories survive.
  12. 12. Why does storytelling matter?
  13. 13. TV, Radio, and Print Changed the waystories were told.
  14. 14. Things went from survival of the fittest to survival of the richest.
  15. 15. Social Media & the Internet changed the paradigm.
  16. 16. People don’t buy what you do, they buy why you do it.
  17. 17. 78% of CMO’s believe that content is the future of marketing.
  18. 18. 2/3marketers believe branded content is superior to mass media messages.
  19. 19. Stories make ideas stick. They unlock the ah-ha moment between the storyteller & the listener.
  20. 20. How can I create value beforeI extractit?
  21. 21. beauthentic.
  22. 22. beinteresting.
  23. 23. be personable.
  24. 24. Marketing needs to become a more nobleprofession
  25. 25. Bloggers write articles Marketers tell stories.
  26. 26. The Arc of Great Storytelling
  27. 27. A story is a character in pursuit of a goal in the face of an obstacle or a challenge.
  28. 28. How the character resolves the challenge is what keeps us interested.
  29. 29. What do these guys have in common?
  30. 30. A Framework for Storytelling The Hero’s Journey
  31. 31. Setting the Scene Crises Mentorship Magic Gift Transformation Resolution
  32. 32. Your Customer is the hero
  33. 33. Your brand is the mentor.
  34. 34. Your solution is their secret weapon.
  35. 35. Setting the Scene Crises Mentorship Magic Gift Transformation Resolution
  36. 36. Setting the Scene Crises Mentorship Magic Gift Transformation Resolution
  37. 37. Together, you can make magic.
  38. 38. So who’s gonnabe heard?
  39. 39. We are.
  40. 40.