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Putting the ‘Story’ into Storytelling

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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

Published in: Design
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Putting the ‘Story’ into Storytelling

  1. 1. by Graham McDonnell Putting the Story into Storytelling FITC TORONTO 2018
  2. 2. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  3. 3. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  4. 4. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
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  6. 6. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  7. 7. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  8. 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
  9. 9. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  10. 10. AD GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  11. 11. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLINGGRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING 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%
  12. 12. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLINGGRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING 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. 13. AD GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  14. 14. AD HOOK GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  15. 15. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING Storytelling FIGURE OUT THE STORY FIRST, THEN HOW TO TELL IT
  16. 16. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  17. 17. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  18. 18. It’s about creating a journey and making it relevant. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  19. 19. INTRODUCE AN Element PRESENT A Problem REVEAL THE Outcome GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  20. 20. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  21. 21. Brand Message Story GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  22. 22. Trump won the election with Storytelling Jesse Andrews - https://theawl.com/storytelling-won-the-election-eff663ca19c2 GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  23. 23. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  24. 24. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  25. 25. PRESENT A Problem INTRODUCE AN Element REVEAL THE Outcome GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  26. 26. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING VOLVO IS A REALLY SAFE CAR! COOL STORY ABOUT A CRASH RESPONSE TEAM
  27. 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. 28. Execution is just as important as the story… GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING it isn’t a substitute BUT
  29. 29. 360 and VR Video PhotographyArticle Q&A PodcastsGraphicsScreenplay Augmented Reality Events Infographics MapsGuides Forms 3D Elements GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  30. 30. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING “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
  31. 31. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  32. 32. Break it Up Make it Move Make it Visual Encourage Interaction GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  33. 33. Subtitle goes here DON’T GO OVERBOARD!
  34. 34. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING “You were so preoccupied with whether or not you could that you didn’t stop to think if you should” DR IAN MALCOLM
  35. 35. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING INVESTMENT PAYOFF
  36. 36. FULLY
 PASSIVE INSTINCTUAL GESTURE SPECIFIC GESTURE SIMPLE CHOICES UNDIRECTED EXPLORATION USER INVESTMENT GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  37. 37. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING Create a labyrinth, not a maze GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  38. 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. 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. 40. HIDE THE Vegetables TAKE THEM ON A Journey KEEP THEM Engaged GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  41. 41. Thank You GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING @grahammcuk

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