This document outlines five principles for effective multi-screen storytelling: 1) Act like a publisher to maintain a consistent brand message across screens. 2) Plan narratives that unfold across channels, optimized for each context. 3) Be creatively agile to move from ideas to execution rapidly via social-first design. 4) Tailor content to build relationships by understanding audiences and their needs. 5) Foster cross-discipline collaboration within organizations and with agencies.

1. Five principles for
storytelling in a multi-
screening world.
Dirk Shaw, Senior Vice President

2. How do you execute an integrated approach to
enterprise storytelling across a vast
communications ecosystem in a compelling,
continuous manner across multiple screens?

3. Silos will be broken, stories will be
stronger than ever to resonate with
the consumption habits of our ever-
evolving audience tailored to the
place and time they choose to
interact with us.

4. Our narrative will also evolve, from a single point in a
press release or advertisement to a living entity that
develops fully over the course of weeks or months
across multiple platforms.

5. Let’s first look at media consumption
trends shaping why we need to
engage in multiscreen storytelling.
http://www.flickr.com/photos/skypeconversations/4663159138/sizes/l/in/photostream/

6. People are making
more time for media
consumption
eMarketer estimates that the average adult
consumes more than 11 hours of media content per
day. In November 2011, Facebook alone accounted
for an average of 6.6 hours of US social network
users’ time during the month.

7. Ways that US Internet Users Talk Online About
But, its happening the TV Ads They Are Watching, by Simultaneous
Device Used*,
across multiple
screens at the same 30
time. 22.5
15
7.5
0
Smartphone Computer Tablet
Text/email/IM with friends about ads Social network with online communities about ads
Voice chat with friends about ads Social network with friends about ads
Forums blogs or ads' website about ads
source: eMarketer

8. Which has accelerated the growth of the
“Second Screen,”. The second screen
enables us to create a coordinated
and even synchronous conversation
across media.

9. The increase in multi-screening,
coupled with time spent on
social channels means existing
content creation strategies need
to evolve.

10. Five principles for
multi-screen
storytelling

11. 1. Act Like A Publisher
The growth of social and mobile channels makes it challenging to tell a
consistent story but also provides a great payoff when it can be
orchestrated in a way that ladders back up to the brand level. In order to
achieve this level of consistency there needs to be a single editorial
strategy to align all social content to the global brand messaging,
products and proof points.

12. 2. Plan A Multi-Channel Narrative
The new path to purchase is not a straight line anymore. Platform, devices
and location provide new opportunities to continuously unfold the narrative
in a way that is optimized for the context in which it is being consumed. To
deliver an always on content experience the story arc will be scripted
across multiple channels with clear calls to action that allow people to
engage deeper with the content and the community.

13. 3. Be Creatively Swift
Acting at the speed of social requires a new creative
mindset that understands how to create experiences that
are social by design and can move from idea to execution
in a rapid manner while staying true to the brand.

14. 4. Use content to build relationships: Conversation mix
Too much of the coordination across screens is still
broadcasting what is happening somewhere else. Knowing the
audience, their needs and what they find valuable allows the FEATURE: Strictly related to
product features
story to be tailored in ways that are unique to the audience,
25%
platform and context. Keeping each of these in mind while
creating content ensures we're always surprising and delighting
our audience with great content whenever they're ready to
interact with it. BRAND: Related but not strictly
product focused
25%
TOPIC: directly related to
brand but not purely
brand message
50 %
Volume of Content

15. 5. Cross discipline collaboration:
Telling a brand story is everyone’s job. In order to be
consistent, swift and persuasive a tight integration must be
created within the organization and across agency partners.
Communications Marketing
Strategy
Editorial Mgt
Creative
Legal
Measurement
Platforms
Sales

16. Understanding your
audiences multi-
screening behaviors
will open new
opportunities to more
deeply engage in a
fluid dialog with
consumers across
multiple platforms in
real-time.

17. CONNECT WITH ME
Dirk Shaw,
Head of Social@Ogilvy West
@dirkmshaw
www.dirkshaw.com
dirkmshaw@tumblr.com