It’s the People, Stupid    What’s your story?             Steve Phipps Director of Client Experience @ LunaWeb            ...
Why story matters and what to doabout it. #tcmem #story
The intergalactic journey…#tcmem #story
…started at…#tcmem #story
…where cutting                  edge…#tcmem #story
…meets the world…#tcmem #story
…and as much as we love              technology…#tcmem #story
…it’s about the people. Human experience Story telling Brands, not companies Creativity#tcmem #story
Human Experience#tcmem #story                 Chip Conley – Joie de Vivre Founder
Emotional Equations    Despair = suffering – meaning    Happiness = wanting what you have ÷ having what      you want   ...
#tcmem #story
Stories Matter Story saturation – music, TV, movies, video, books  on demand Stories untethered – mobile        Marketin...
Elements of the Story Plot – what’s happening, quest for satisfaction,    goals   Character – who’s involved; motivation...
A long time ago,          in a galaxy far, far away…         The Hero’s Journey – Joseph Campbell#tcmem #story
Brands that tell a story…  #tcmem #story
Chick-fil-A#tcmem #story
Red Bull   #tcmem #story
Bucks Credit Union#tcmem #story
Tell Your Story… #tcmem #story
Know Your Audience Ask questions:   What’s their story?   What matters to them?   How does your product/service make a...
Make a plan Develop a strategy Set clear, realistic, measurable goals Get tactical Measure your results Evaluate Too...
Get Creative Use the right weapons with the right ammunition If you aren’t, find someone who is Tell your story Search...
#tcmem #story
Questions & Conversation #tcmem #story
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It's the People Stupid. Why Story Matters to Brands.

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An overview of how marketing is really a story. Every brand has a story whether it's intentional or not. Marketers need to know their audience and how to tell stories that matter. This presentations starts at a high level and narrows down to some specifics to get the process started.

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It's the People Stupid. Why Story Matters to Brands.

  1. 1. It’s the People, Stupid What’s your story? Steve Phipps Director of Client Experience @ LunaWeb @runningstp slideshare.com/lunaweb #tcmem #story
  2. 2. Why story matters and what to doabout it. #tcmem #story
  3. 3. The intergalactic journey…#tcmem #story
  4. 4. …started at…#tcmem #story
  5. 5. …where cutting edge…#tcmem #story
  6. 6. …meets the world…#tcmem #story
  7. 7. …and as much as we love technology…#tcmem #story
  8. 8. …it’s about the people. Human experience Story telling Brands, not companies Creativity#tcmem #story
  9. 9. Human Experience#tcmem #story Chip Conley – Joie de Vivre Founder
  10. 10. Emotional Equations  Despair = suffering – meaning  Happiness = wanting what you have ÷ having what you want  "He who is not contented with what he has would not be contented with what he would like to have.“ – Socrates  Anxiety = Uncertainty x Powerlessness  Disappointment = expectations – reality  Regret = disappointment + a sense of responsibility  More choices results in greater opportunity for disappointment#tcmem #story
  11. 11. #tcmem #story
  12. 12. Stories Matter Story saturation – music, TV, movies, video, books on demand Stories untethered – mobile Marketing is getting people to tell themselves the stories you want them to hear. – Brian Clark (CopyBlogger.com) #tcmem #story
  13. 13. Elements of the Story Plot – what’s happening, quest for satisfaction, goals Character – who’s involved; motivations, needs, etc. Conflict – a problem standing in the way Theme – the main idea, central, often abstract Setting – where it’s all happening; environmental factors#tcmem #story
  14. 14. A long time ago, in a galaxy far, far away… The Hero’s Journey – Joseph Campbell#tcmem #story
  15. 15. Brands that tell a story… #tcmem #story
  16. 16. Chick-fil-A#tcmem #story
  17. 17. Red Bull #tcmem #story
  18. 18. Bucks Credit Union#tcmem #story
  19. 19. Tell Your Story… #tcmem #story
  20. 20. Know Your Audience Ask questions:  What’s their story?  What matters to them?  How does your product/service make a difference?  Where do they live online? Research  Rapleaf.com #tcmem #story
  21. 21. Make a plan Develop a strategy Set clear, realistic, measurable goals Get tactical Measure your results Evaluate Tools/Resources:  www.paloalto.com/sales_and_marketing_plan_soft ware/  www.DuctTapeMarketing.com#tcmem #story
  22. 22. Get Creative Use the right weapons with the right ammunition If you aren’t, find someone who is Tell your story Search Google for examples:  “creative ambient ads”  “creative advertising”  “guerilla marketing”#tcmem #story
  23. 23. #tcmem #story
  24. 24. Questions & Conversation #tcmem #story

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