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Five Principles for
Storytelling in a
Multi-Screen World

                Dirk Shaw | Head of Social@Ogilvy West
                                            July 2012
How do you execute an integrated approach to
enterprise storytelling across a vast
communications ecosystem in a compelling,
continuous manner across multiple screens?
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.
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.
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/
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.
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
Which has accelerated the growth of the
“Second Screen,”. The second screen
enables us to create a coordinated
and even synchronous conversation
across media.
The increase in multi-screening,
coupled with time spent on
social channels means existing
content creation strategies need
to evolve.
Five principles for
multi-screen
storytelling
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.
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.
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.
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
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
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.
Contact:



           Dirk Shaw
           Head of Social@Ogilvy West
           Email. Dirk.shaw@ogilvy.com
           dirkmshaw@tumblr.com
           Twitter. @dirkmshaw




           John Bell
           Global Managing Director
           Email. john.bell@ogilvy.com
           Blog. http://johnbell.typepad.com
           Twitter. @jbell99
About Social@Ogilvy




Social@Ogilvy is the largest social media marketing communications network in the world.
Named 2011 Global Digital/Social Consultancy of the Year by The Holmes Report, the
practice leverages social media expertise across all Ogilvy & Mather disciplines, offering an
extensive list of services within the foundational business solutions – Listening and
Analytics; Social Business Solutions; Social Media Marketing and Communications; Social
Shopping; Social CRM; Social Care; and Conversation Impact.

For more information, visit social.ogilvy.com ad connect with us at www.facebook.com/
socialogilvy, www.twitter.com/socialogilvy, www.slideshare.com/socialogilvy
Five Principles for Storytelling in a Multi-Screening World

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Five Principles for Storytelling in a Multi-Screening World

  • 1. Five Principles for Storytelling in a Multi-Screen World Dirk Shaw | Head of Social@Ogilvy West July 2012
  • 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.
  • 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. Contact: Dirk Shaw Head of Social@Ogilvy West Email. Dirk.shaw@ogilvy.com dirkmshaw@tumblr.com Twitter. @dirkmshaw John Bell Global Managing Director Email. john.bell@ogilvy.com Blog. http://johnbell.typepad.com Twitter. @jbell99
  • 18. About Social@Ogilvy Social@Ogilvy is the largest social media marketing communications network in the world. Named 2011 Global Digital/Social Consultancy of the Year by The Holmes Report, the practice leverages social media expertise across all Ogilvy & Mather disciplines, offering an extensive list of services within the foundational business solutions – Listening and Analytics; Social Business Solutions; Social Media Marketing and Communications; Social Shopping; Social CRM; Social Care; and Conversation Impact. For more information, visit social.ogilvy.com ad connect with us at www.facebook.com/ socialogilvy, www.twitter.com/socialogilvy, www.slideshare.com/socialogilvy