Story
Discovering your story

LANDSCAPE
Defining Your PURPOSE
Discovering Your STORY
Understanding Your AUDIENCE
Your Story
Discovering you story 1. Your story landscape

KILLER QUESTIONS
1.

What is your strategic business
objective?

2.

Descri...
Discovering your story 2. Defining your purpose

Defining your

Defining

PURPOSE

THE STORY you need to TELL
Discovering your story 2. Defining your purpose

Introducing

PurPle
Discovering your story 3. Your story

THE STORY
YOU need to TELL
Defining
Discovering your story 3. Your story

AMBITIONS
To be (much) MORE than an ANTI VIRUS
AVG had

business
Discovering your story 3. Your story

Story: “The Guardian Angel”

“Bringing peace of mind to
our connected world”

THE WH...
Discovering your story 3. Your story

Story: “The Guardian Angel”

„We protect us‟ is the defining philosophy of
AVG. By c...
Discovering your story 3. Your story

Story: “The Guardian Angel”

AVG offers a secure ecosystem of
products that are best...
Discovering your story 3. Your story

FAITH
From a commodity tech SUPPLIER to a lifestyle
PARTNER in our digital lives
AVG...
Discovering your story 3. Your story

BRAND
AWARENESS
… this drove

Which in turn was reinforced
by recommendation – ultim...
Discovering your story 4. Understanding your audience

WHO are they?
WHERE are they?
WHAT are they talking about?
What are...
Discovering your story 4. Understanding your audience
ONLINE INSIGHT
PEOPLE‟S LAB: direct ideation & co-creation
Discovering your story 4. Understanding your audience

2.6 million conversations +
50 women, 5 cities
Discovering your story

Purpose
Story
Influencers
Messages
Dynamic storytelling

Think like a

PUBLISHER

PLAN
IMPROVISE
RESPOND
Dynamic storytelling 1. Plan

editorial council
Identify

Dynamic storytelling 1. Plan
1. Identify conversation ‘themes’
2. Editorial council explodes the story across
th...
Dynamic storytelling 1. Plan
The Story Engagement Blueprint
Across paid, owned and earned media
Dynamic storytelling 2. Improvise

IMPROVISE own the moment
Reactive Content: Amstel Bier „Boston Bruin Bar Tab‟
Dynamic storytelling 3. Respond

TIER

TIER

TIER

3

GENERAL RESPONSES
General comments or questions related to
COMPANY t...
Dynamic storytelling

3:12
Story
Engagement
Blueprint
Creative storytelling

TRANSMEDIA CREATIVE
7 rules of
CONTAGIOUS CONTENT
Creative storytelling 1. Transmedia creative

PAID

EARNED

OWNED
Creative storytelling 2. 7 Rules of contagious content

Rules of contagious
content:
It MUST be
• purposeful
• insightful
...
Contagious Content: Oreos „Seasonal Celebrations‟
Contagious Content: P&G „Proud Sponsors of Mums‟
Contagious Content: Burberry „Art of Trench‟
Contagious Content: Evian „Roller Babies‟
Creative storytelling

Content
SHARED
and
RESHARED
1. Impressions

reach

2. Volume

the number of conversations created/infiltrated

3. Click-through

transmedia transfer e...
MSLGROUP Storytelling
MSLGROUP Storytelling
MSLGROUP Storytelling
MSLGROUP Storytelling
MSLGROUP Storytelling
MSLGROUP Storytelling
MSLGROUP Storytelling
MSLGROUP Storytelling
MSLGROUP Storytelling
MSLGROUP Storytelling
MSLGROUP Storytelling
MSLGROUP Storytelling
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MSLGROUP Storytelling

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A short presentation on the power of creative storytelling to create belief in and engagement with brands, online and offline.

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MSLGROUP Storytelling

  1. 1. Story
  2. 2. Discovering your story LANDSCAPE Defining Your PURPOSE Discovering Your STORY Understanding Your AUDIENCE Your Story
  3. 3. Discovering you story 1. Your story landscape KILLER QUESTIONS 1. What is your strategic business objective? 2. Describe your operating environment? 3. What is your communication objective? 4. Who are you targeting? 5. What is the competition doing?
  4. 4. Discovering your story 2. Defining your purpose Defining your Defining PURPOSE THE STORY you need to TELL
  5. 5. Discovering your story 2. Defining your purpose Introducing PurPle
  6. 6. Discovering your story 3. Your story THE STORY YOU need to TELL Defining
  7. 7. Discovering your story 3. Your story AMBITIONS To be (much) MORE than an ANTI VIRUS AVG had business
  8. 8. Discovering your story 3. Your story Story: “The Guardian Angel” “Bringing peace of mind to our connected world” THE WHY?
  9. 9. Discovering your story 3. Your story Story: “The Guardian Angel” „We protect us‟ is the defining philosophy of AVG. By collaborating with their users AVG is able to design products and services that anticipate their users needs to freely explore and develop in their increasingly complex connected world, unbounded by fear or hindered by technological complexity THE HOW?
  10. 10. Discovering your story 3. Your story Story: “The Guardian Angel” AVG offers a secure ecosystem of products that are best-in-class and ensure absolute security THE WHAT?
  11. 11. Discovering your story 3. Your story FAITH From a commodity tech SUPPLIER to a lifestyle PARTNER in our digital lives AVG‟s path to “Cyber bullies: How one British child in five falls victim to aggressive behaviour online” “Android users need to be even more careful with their phones than they are with their PC‟s”
  12. 12. Discovering your story 3. Your story BRAND AWARENESS … this drove Which in turn was reinforced by recommendation – ultimately INCREASING downloads and REVENUE…
  13. 13. Discovering your story 4. Understanding your audience WHO are they? WHERE are they? WHAT are they talking about? What are they SAYING about you? Who do they LISTEN to?
  14. 14. Discovering your story 4. Understanding your audience ONLINE INSIGHT
  15. 15. PEOPLE‟S LAB: direct ideation & co-creation
  16. 16. Discovering your story 4. Understanding your audience 2.6 million conversations + 50 women, 5 cities
  17. 17. Discovering your story Purpose Story Influencers Messages
  18. 18. Dynamic storytelling Think like a PUBLISHER PLAN IMPROVISE RESPOND
  19. 19. Dynamic storytelling 1. Plan editorial council
  20. 20. Identify Dynamic storytelling 1. Plan 1. Identify conversation ‘themes’ 2. Editorial council explodes the story across themes Research 3. Establish key word set 4. Search external Platforms Influencers Search engines 4. Search internal Existing Owned media Plan 5. Back to the Editorial Council „LEAD, PLAY, PARTNER, AVOID‟ 3:12 STORY ENGAGEMENT BLUEPRINT
  21. 21. Dynamic storytelling 1. Plan The Story Engagement Blueprint Across paid, owned and earned media
  22. 22. Dynamic storytelling 2. Improvise IMPROVISE own the moment
  23. 23. Reactive Content: Amstel Bier „Boston Bruin Bar Tab‟
  24. 24. Dynamic storytelling 3. Respond TIER TIER TIER 3 GENERAL RESPONSES General comments or questions related to COMPANY that are positive in nature. The community manager is encouraged to freely respond to comments. 2 TIME-SENSITIVE RESPONSE/ACTION 1 CRISIS & ISSUES Comments that require specific information or management guidance. Time-sensitive comments with negative undertones. The community manager is allowed to respond to comments after confirming management or guidance from MSL.
  25. 25. Dynamic storytelling 3:12 Story Engagement Blueprint
  26. 26. Creative storytelling TRANSMEDIA CREATIVE 7 rules of CONTAGIOUS CONTENT
  27. 27. Creative storytelling 1. Transmedia creative PAID EARNED OWNED
  28. 28. Creative storytelling 2. 7 Rules of contagious content Rules of contagious content: It MUST be • purposeful • insightful • easy to engage with • entertaining, rewarding or informative It SHOULD • leverage themes and trends • unify • play on emotion
  29. 29. Contagious Content: Oreos „Seasonal Celebrations‟
  30. 30. Contagious Content: P&G „Proud Sponsors of Mums‟
  31. 31. Contagious Content: Burberry „Art of Trench‟
  32. 32. Contagious Content: Evian „Roller Babies‟
  33. 33. Creative storytelling Content SHARED and RESHARED
  34. 34. 1. Impressions reach 2. Volume the number of conversations created/infiltrated 3. Click-through transmedia transfer efficiency) 4. Engagement % of total audience/fan base and reach 5. Virality total aggregate shares & likes Sentiment PRE Sentiment POST Net REPUTATION score

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