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NARRATIVE
STRENGTH IS
MEASURABLE.
CANDIDATES’
WEBSITES
PROVE IT.
NARRATIVE
STRENGTH IS
MEASURABLE.
CANDIDATES’
WEBSITES
PROVE IT.
PART1
Narratives win hearts and minds.
When they’re powerful.
But how do you make a narrative
powerful?
First you measure.
You can measure how
strong your narrative is.
We can use candidates’
websites to demonstrate.
For the purposes of
this discussion, we’re
only looking at
candidate websites.
Yes. That’s a big simplification. But we’re...
Oh. You want to know
what a narrative is?
Here are 3 useful
definitions:
1.
A narrative is a
system of beliefs that
effect how you
interpret the meaning
of things.
2.
Your organizational
narrative is the core
of what you believe
and why you matter.
3.
Your narrative is the basis of
the many stories you need
to tell to customers,
prospects, employees.
STORY VS NARRATIVE
NARRATIVE
STORY
SO. HOW DO WE
MEASURE NARRATIVE
STRENGTH?
WE NEED
SOME
CRITERIA.
SO I’VE
IDENTIFIED
FIVE.
PRESENTATION
How well is the
narrative is presented?
Can I find it and follow
it?
Do I want to?
ONE
How easy is it to
understand? This can
be the key issue in
complex or technical
narratives.
CLARITY
TWO
Does it make me feel
something? Does “it
make sense”? Does it
have supporting
evidence?
RESONANCE
THREE
If I see it, and I get it, can I
explain it to someone else?
Do you encourage me to do
that?
SHAREABILITY
FOUR
This measures how well your
organization is managing its
narrative internally.
We have no inside knowledge
of the campaign...
So let’s check out
HillaryClinton.com
with this in mind.
Note, we aren’t evaluating the merits, just the
strength of the n...
HOW STRONG IS THE NARRATIVE ON
HILLARYCLINTON.COM?
This is a simple page designed to
engage existing supporters. “I’m with
her” has morphed into “She’s with us”
in recent da...
Scroll down and you
see links to her
“Racial Justice Plan”
and “Economic Plan”
People are probably
interested in those.
Wo...
The likely next stop is
this page.
Generic text. Generic
image. Generic.
Massive opportunity
to do better.
Scroll down to an
Issues List. It’s
alphabetical .
No prioritization,
emotion, vision. No
imagery.
None.
There are themes here, however.
A little jiggering could slot all 28
issues into “Justice, Prosperity and
Security”
That w...
OK. There’s some
vision and substance.
Not very readable.
Further down the page. Good
sharing buttons. A deeper,
downloadable paper for nerds like
me to read.
FINDINGS
The narrative on this site is
subtle and not particularly
well presented. It is hard to
point to the main message
or theme...
We are surprised by the lack of
interesting imagery or reference to
her massive body of public service
outside of her bio ...
SC
SCORE – 8/32
8/32. That score leaves a lot of
narrative power, a lot of influence
and a lot of impact on the table. This
site is not se...
8/32. But with a clear sense of what
can be done to make it stronger.
This score is both an “As-Is” and a
way forward.
If her campaign wanted to improve
that score, they need to build out a
narrative hierarchy and a
presentation strategy.
We’ll talk aout this more at the end.
First, let’s check out
DonaldJTrump.com
with this in mind.
Note, we aren’t evaluating the merits, just the
strength of the...
HOW STRONG IS THE NARRATIVE ON
DONALDJTRUMP.COM?
Vague but dramatic tag line.
Smirk face. Victory sign. Or maybe a
peace sign?
Scroll down. This section changes
frequently. This week it’s about his wins
and anti-Rubio. Trumps site is very much
about...
6 “Positions”. Of all the candidates, this is
the fewest number of issues. It is
challenging to infer his likely position ...
Positions pages aren’t optimized for
online reading and scanning. Easy to
navigate on right. Yes. The wall is in there.
Look hard and you’ll find an Issues page in
addition to the positions page.
These are shorts of Trump speaking to the
came...
FINDINGS
The main theme of the
home page “Make
America Great Again” is
referred to at the
conclusion of each
Position paper, but no...
The presentation is tidy and
businesslike, but not exciting or
engaging, though the issue videos
are dramatic.
His positio...
There is minimal opportunity to
share and minimal connection to
social, which is surprising given the
strength of the camp...
SCORE – 13/32
13/32. Still leaving a lot on the table.
Hard to make recommendations
about DonaldJTrump.com but there
is a clear gap between “Make
America Great” and the other
in...
Check out Part 2
For BernieSanders.com and TedCruz.org
and a look at what this means for you, your
narrative, and your web...
Want to talk about
narratives?
www.narrativebuilders.com
@deb_lavoy
deb@louisonlavoy.com
Candidates' narrative strength
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Candidates' narrative strength

We can measure narrative strength. We're using the candidates' websites to demonstrate. Beginning with HillaryClinton.com and DonaldJTrump.com. This is part 1 of 3.

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Candidates' narrative strength

  1. 1. NARRATIVE STRENGTH IS MEASURABLE. CANDIDATES’ WEBSITES PROVE IT.
  2. 2. NARRATIVE STRENGTH IS MEASURABLE. CANDIDATES’ WEBSITES PROVE IT. PART1
  3. 3. Narratives win hearts and minds.
  4. 4. When they’re powerful.
  5. 5. But how do you make a narrative powerful?
  6. 6. First you measure.
  7. 7. You can measure how strong your narrative is. We can use candidates’ websites to demonstrate.
  8. 8. For the purposes of this discussion, we’re only looking at candidate websites. Yes. That’s a big simplification. But we’re making a point, not a campaign. So far.
  9. 9. Oh. You want to know what a narrative is? Here are 3 useful definitions:
  10. 10. 1. A narrative is a system of beliefs that effect how you interpret the meaning of things.
  11. 11. 2. Your organizational narrative is the core of what you believe and why you matter.
  12. 12. 3. Your narrative is the basis of the many stories you need to tell to customers, prospects, employees.
  13. 13. STORY VS NARRATIVE
  14. 14. NARRATIVE
  15. 15. STORY
  16. 16. SO. HOW DO WE MEASURE NARRATIVE STRENGTH?
  17. 17. WE NEED SOME CRITERIA. SO I’VE IDENTIFIED FIVE.
  18. 18. PRESENTATION How well is the narrative is presented? Can I find it and follow it? Do I want to? ONE
  19. 19. How easy is it to understand? This can be the key issue in complex or technical narratives. CLARITY TWO
  20. 20. Does it make me feel something? Does “it make sense”? Does it have supporting evidence? RESONANCE THREE
  21. 21. If I see it, and I get it, can I explain it to someone else? Do you encourage me to do that? SHAREABILITY FOUR
  22. 22. This measures how well your organization is managing its narrative internally. We have no inside knowledge of the campaigns, so we will skip this criterion in our assessments. ORGANIZATION FIVE
  23. 23. So let’s check out HillaryClinton.com with this in mind. Note, we aren’t evaluating the merits, just the strength of the narrative.
  24. 24. HOW STRONG IS THE NARRATIVE ON HILLARYCLINTON.COM?
  25. 25. This is a simple page designed to engage existing supporters. “I’m with her” has morphed into “She’s with us” in recent days.
  26. 26. Scroll down and you see links to her “Racial Justice Plan” and “Economic Plan” People are probably interested in those. Wonder where that college plan is? Keep scrolling….
  27. 27. The likely next stop is this page. Generic text. Generic image. Generic. Massive opportunity to do better.
  28. 28. Scroll down to an Issues List. It’s alphabetical . No prioritization, emotion, vision. No imagery. None.
  29. 29. There are themes here, however. A little jiggering could slot all 28 issues into “Justice, Prosperity and Security” That would be better.
  30. 30. OK. There’s some vision and substance. Not very readable.
  31. 31. Further down the page. Good sharing buttons. A deeper, downloadable paper for nerds like me to read.
  32. 32. FINDINGS
  33. 33. The narrative on this site is subtle and not particularly well presented. It is hard to point to the main message or themes. It would be challenging to explain it to someone else.
  34. 34. We are surprised by the lack of interesting imagery or reference to her massive body of public service outside of her bio page. We note a lack of any future focused theme or attempt to make an emotional connection with would be voters.
  35. 35. SC SCORE – 8/32
  36. 36. 8/32. That score leaves a lot of narrative power, a lot of influence and a lot of impact on the table. This site is not serving its organization well. The only candidate site with a lower score was Jeb2016.com (we archived screenshots)
  37. 37. 8/32. But with a clear sense of what can be done to make it stronger. This score is both an “As-Is” and a way forward.
  38. 38. If her campaign wanted to improve that score, they need to build out a narrative hierarchy and a presentation strategy.
  39. 39. We’ll talk aout this more at the end.
  40. 40. First, let’s check out DonaldJTrump.com with this in mind. Note, we aren’t evaluating the merits, just the strength of the narrative.
  41. 41. HOW STRONG IS THE NARRATIVE ON DONALDJTRUMP.COM?
  42. 42. Vague but dramatic tag line.
  43. 43. Smirk face. Victory sign. Or maybe a peace sign?
  44. 44. Scroll down. This section changes frequently. This week it’s about his wins and anti-Rubio. Trumps site is very much about Trump.
  45. 45. 6 “Positions”. Of all the candidates, this is the fewest number of issues. It is challenging to infer his likely position on other issues. Layout is OK.
  46. 46. Positions pages aren’t optimized for online reading and scanning. Easy to navigate on right. Yes. The wall is in there.
  47. 47. Look hard and you’ll find an Issues page in addition to the positions page. These are shorts of Trump speaking to the camera on hot topics. These are updated frequently.
  48. 48. FINDINGS
  49. 49. The main theme of the home page “Make America Great Again” is referred to at the conclusion of each Position paper, but not elsewhere on the site.
  50. 50. The presentation is tidy and businesslike, but not exciting or engaging, though the issue videos are dramatic. His position papers are clear, but not backed by data or details.
  51. 51. There is minimal opportunity to share and minimal connection to social, which is surprising given the strength of the campaign’s social presence. Again. We’re not evaluating the merits here.
  52. 52. SCORE – 13/32
  53. 53. 13/32. Still leaving a lot on the table.
  54. 54. Hard to make recommendations about DonaldJTrump.com but there is a clear gap between “Make America Great” and the other information presented on the site.
  55. 55. Check out Part 2 For BernieSanders.com and TedCruz.org and a look at what this means for you, your narrative, and your website.
  56. 56. Want to talk about narratives? www.narrativebuilders.com @deb_lavoy deb@louisonlavoy.com

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