Presented at FITC Toronto 2018 Details at http://fitc.ca/event/to18/ Graham McDonnell, The New York Times Overview Everyone loves a good story. So why does a vast amount of online digital content overlook the basic rules of effective storytelling? Graham will examine various ways of applying simple storytelling techniques to online content, touching on things like design, UX, narrative, etc. and why this approach helps make sure the audience are glued until the very end. Objective As more and more brands learn the true value of content, our lives are becoming increasingly over-saturated in information. This means the competition for our attention has never been greater and getting eyes on your content is no longer good enough. Target Audience Anyone who creates creative content for a specific audience. Five Things Audience Members Will Learn How to structure content How to keep people engaged online The benefits of branded content How to avoid storytelling pitfalls Insights into the processes of The New York Times

1. by Graham McDonnell
Putting the Story into Storytelling
FITC TORONTO 2018

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8. “We need to stop interrupting
what people are interested in and
be what people are interested in.”
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
CRAIG DAVIS - FORMER CHIEF CREATIVE OFFICER
J. WALTER THOMPSON

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10. AD
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING

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For Parkland Students, Social Media Savvy Took TimeTHE SIX QUESTIONS
How the Parkland Students Got So Good at Social Media +410%
Oil, Stealth and Defying Sanctions on the High SeasCLARITY IS KEY
How North Korea Manages to Get Oil, Despite Sanctions +164%
‘It’s a Massacre’: Kabul Blast Deepens Toll of Long WarTHE PROMISE OF
AN EXPLANATION ‘It’s a Massacre’: What’s Behind Rise in Afghan Violence +153%

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In Ukraine, a Successful Fight for Justice, Then a MurderTHE UNKNOWN
She Got Justice for Her Dead Sister. Then She Was Killed +428%
Puerto Ricans Ask: When Will the Lights Come Back On?USING NUMBERS
Florida Had 18,000 Workers to Restore Power.
Puerto Rico Has 300.
+250%
Returning to Her School, Where Classmates DiedFLIP IT
Her Backpack Has a Bullet Hole in It, but She Went to School +118%

13. AD
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING

14. AD
HOOK
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Storytelling
FIGURE OUT THE STORY FIRST, THEN HOW TO TELL IT

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18. It’s about creating a journey
and making it relevant.
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING

19. INTRODUCE AN
Element
PRESENT A
Problem
REVEAL THE
Outcome
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING

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21. Brand
Message
Story
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING

22. Trump won the election
with Storytelling
Jesse Andrews - https://theawl.com/storytelling-won-the-election-eff663ca19c2
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING

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25. PRESENT A
Problem
INTRODUCE AN
Element
REVEAL THE
Outcome
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING

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VOLVO IS A
REALLY
SAFE CAR!
COOL STORY
ABOUT A CRASH
RESPONSE TEAM

27. “Content marketing is like a first date.
If you only talk about yourself,
there won’t be a second one.”
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
DAVID BEEBE
MARRIOTT INTERNATIONAL - VP OF GLOBAL CREATIVE AND CONTENT MARKETING

28. Execution is just as
important as the story…
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
it isn’t a substitute
BUT

29. 360 and
VR
Video PhotographyArticle Q&A
PodcastsGraphicsScreenplay
Augmented
Reality
Events
Infographics
MapsGuides
Forms 3D Elements
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING

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“The average adult checks their
phone 30 times a day, and the average
millennial checks their phone more
than 150 times a day.”
CRAIG DAVIS
FACEBOOK - HEAD OF MARKETING FOR NORTH AMERICA

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32. Break it
Up
Make it
Move
Make it
Visual
Encourage
Interaction
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING

33. Subtitle goes here
DON’T GO
OVERBOARD!

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“You were so preoccupied
with whether or not you
could that you didn’t stop
to think if you should”
DR IAN MALCOLM

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INVESTMENT
PAYOFF

36. FULLY
PASSIVE
INSTINCTUAL
GESTURE
SPECIFIC
GESTURE
SIMPLE
CHOICES
UNDIRECTED
EXPLORATION
USER
INVESTMENT
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING

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Create a labyrinth, not a maze
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38. The magic combination of a good story,
executed in the right way, is the experience
everyone should be aiming for
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING

39. programs have dwell times
above MOAT benchmark
3/ 4
programs surpass MOAT
benchmark for scroll depth
78%526%
more time spent
on our content
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING

40. HIDE THE
Vegetables
TAKE THEM ON A
Journey
KEEP THEM
Engaged
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING

41. Thank You
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
@grahammcuk