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D2: Candace Kuss Demystifying Storytelling
The document discusses digital storytelling and how brands can engage in co-creation of narratives using digital tools. It provides examples of how brands have shared narratives with fans on social media, teased each other online, and handled customer service issues publicly. The document also describes Hill+Knowlton's layered narrative system and flight school crisis simulation training.
D2: Candace Kuss Demystifying Storytelling
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- 4. DIGITAL CREATION +CO-CREATION
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- 9. H+K LAYERED NARRATIVESYSTEM
- 10. H+K LAYERED NARRATIVESYSTEM
- 11. H+K LAYERED NARRATIVESYSTEM
- 12. H+K LAYERED NARRATIVESYSTEM
- 17. H+K LAYERED NARRATIVESYSTEM
- 18. STRONG BRANDS HAVEA SOCIAL ADVANTAGE Photo credit: Burberry
- 19. STRONG BRANDS HAVEA SOCIAL ADVANTAGE
- 20. SHARED NARRATIVE ALLOWSCO-CREATION WITH FANS
- 21. SOCIAL BRANDS CANTALK TO EACH OTHER
- 22. • Created within24hrs of iPhone announcement • Published in five markets via Twitter and Facebook BRANDS CAN EVEN TEASE EACH OTHER
- 23. CUSTOMER SERVICE ISNOW PUBLIC
- 24. photo: @CandaceKuss H+K FLIGHT SCHOOL CrisisSimulation Training
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- 26. Oliver Snoddy ReubenHalperYutaro Kojima
- 27. Dan Porter AlexVaidyaRichard Peters
- 28. Kenyatte Nelson SimonVearneyJerry Daykin + Derek Luddem
- 29. photo: @CandaceKuss photo: @CandaceKuss RosiannaHalse Rojas @papertimelady Jamie Spafford @sortedfood Brady Haran @BradyHaran Sanni Sorma @missmai27 Jonathan Saccone-Joly @JonathanJoly
- 30. photo: @CandaceKuss THANK YOU. ENJOY#HKD2 @CandaceKuss
Editor's Notes
- #4 digital technologies help distribute brand storiesdigital technologies help create brand storiesUser Generated Content (UGC)Co-Creation
- #5 digital technologies help distribute brand storiesdigital technologies help create brand storiesUser Generated Content (UGC)Co-Creation
- #6 http://www.huffingtonpost.com/2013/05/23/ucla-live-tweets-brain-surgery_n_3328967.htmlThe operation, which lead neurologist Dr. Nader Pouratian described as "textbook" brain pacemaker implant surgery, was documented with Vine, a six-second video medium, and with Instagram photos on the hospital's Twitter account (@UCLAhealth) in real time
- #7 We have Phil Thomas CEO of Lions FestivalsCannes is a great place to see the overlap of tech and marketingInnovation Lionhttp://www.canneslions.com/awards/innovation_lions.cfm>The Innovation Lions have been designed to reward technologies and innovations. Lions arre awarded to such things as (but not limited to) the most innovative platforms, apps, tools, programs, hardware, products, and radical software which allow brands and creatives to communicate with their customers in a new way, or which stand alone as significant innovations in their own right.The Innovation Lion honour more than a campaign or communications idea. It could be SaaS (software as a service), a new mobile platform, or a revolutionary piece of software that enables a new kind of customer engagement.Google: Art, Copy, Codehttp://www.artcopycode.com/#/A Series of Experiments to Re-imagine Advertising‘Code wins arguments’ Zucklearn to codeDecoded'Innovation Lions' -- described as "a new awards category to honor the technology and innovation which lead to the creative idea being possible."
- #11 Everything begins with the story – more importantly, with the audience and what they most care about. This isn’t like planning a press release, which focuses on what companies want people to know. This is a narrative, the beginning of a journey that focuses on what people want to know about you.This first step is audience centric and channel agnostic. It allows you to get to the core of your story right away, to dig into the DNA of post-modern narratives – authentic emotion. If you can do this, then dry, channel-driven “content” doesn’t stand a chance.
- #12 The next step is creating the narrative experience. Is the story best told in text, video or both? What is the “native” or originating format of your narrative, and what are the ways in which you can extend that narrative to more audiences, on the channels and in the ways they want to experience it?Think of your main story as the “feature film” and the related narratives as the “DVD extras” or “sidebars” that can add deeper meaning and greater resonance. By freeing your mind, you will free your story from being stuck inside the static vertical silos of old media thinking.
- #13 You have your story and you know how you want to tell it – the only question left is where? This is when the Layered Narrative takes its form across the four primary layers of Paid, Earned, Owned and Shared media.
- #15 Search engine optimization, influencers and bloggers, traditional PR and advocate outreach
- #17 http://mashable.com/2012/05/24/facebook-post-reach/> The average post from a brand page only reaches 16% of fans, Facebook revealed...
- #18 The layers don’t stay within their swim lanes. They diverge and converge, connect and intersect. Blog posts are amplified by Promoted Tweets and videos are elevated by Facebook discussions or Pinterest photo essays. But no matter where the layers go, all narrative roads lead to an action, a specific outcome or deeper, more meaningful engagement. This journey’s end is also a beginning – the start of new dialogues, relationships and thinking.
- #19 Apple, Burberry show off iPhone 5S photo, video technologyhttp://news.cnet.com/8301-13579_3-57603122-37/apple-burberry-show-off-iphone-5s-photo-video-technology/
- #23 Facebook and Twitter
- #24 http://news.ca.msn.com/top-stories/customer-buys-promoted-tweet-to-complain-about-british-airwaysMondayhttp://www.foxnews.com/travel/2013/09/04/british-airways-apologizes-to-man-who-bought-promoted-tweet-to-complain-about/WedNatWest VinesOliver is going to talk about this great example of using Vine for customer service.https://blog.twitter.com/2013/natwest-gets-gets-creative-with-customer-service-on-vines
- #25 http://www.hkstrategies.com/flightschool> http://finance.yahoo.com/news/hill-knowlton-aims-high-flight-154000098.htmlDigital communications and social media play a key role in any crisis management and response. Flight School allows participants to interact with these elements, monitoring and utilizing social media to manage a simulated crisis situation.”The platform’s ‘dashboard’ shows participants what would be happening in the news media, on blogs, on Twitter, and Facebook. Participants do more than just watch -- they participate. Clients can issue a press release, write a blog post, respond to clients on Twitter, or craft a post for their Facebook page. Completely secure and private, Flight School’s dashboard allows clients to interact with both traditional and social media without running the risk of posting anything publicly. This also allows them to incorporate social media managers and others responsible for front-line response directly into the simulation.
- #29 Jerry Daykin, European Social MediaManager and Derek Luddem, Area
- #30 Panelists are:Jamie Spafford - http://www.youtube.com/sortedfoodJonathan Saccone-Joly - http://www.youtube.com/user/LeFloofTVBrady Haran - http://www.bradyharan.com/ - links from there to multipleYT channelsSanniSorma - http://www.youtube.com/user/missmai27?feature=mheeRoisannaHalse Rojas - YouTube: missxrojas -http://www.youtube.com/user/missxrojas?feature=watchJamie Spafford@sortedfoodRosiannaHalse Rojas@papertimeladyBrady Haran@BradyHaranSanniSorma @missmai27Jonathan Saccone-Joly @JonathanJoly