This document outlines strategies for becoming a stronger storyteller. It discusses the history and science of storytelling, challenges in 2016 with short attention spans and ad blocking, and how to craft better stories using techniques like the hero's journey structure and emotional appeals. Examples are provided of companies like Art.com and Survey Monkey that tell effective stories online. The presentation concludes with takeaways on using storytelling to make data resonate and developing a powerful narrative as the backbone of a brand's message.

1. HOW TO BECOME A
STRONGER STORYTELLER

2. SPEAKERS
Stephanie Castillo
Visually
Marketing Manager
@StephanieIvania
Jose Gallegos
TINT
Community Strategist

3. About Visually

4. About TINT
TINT is a platform that allows
you to collect, moderate, and
display social media content
onto any screen.
Trusted by over +45,000 brands
in 170 countries.
Where your content and
community comes together.

5. AGENDA
•Brief History of Storytelling
•The Science of Storytelling
•Challenges in 2016
•Storytelling Strategies
•Q & A
•Amazon Giftcard Giveaway

6. Can marketers be storytellers?
How do you separate
storytellers from
content producers?
Source: Salesforce

7. STORYTELLING AS
A BUZZWORD

8. Unpacking the buzz
● Snackable content,
ROI, growth hacking,
storytelling
● Trend or evergreen?
● Stories are agents of
change

9. HISTORY OF
STORYTELLING AND
WHAT WE CAN LEARN

10. Once upon a time...
The earliest form of storytelling that has
been discovered is from the caves in
the Pyrenees Mountains in France
dating between 15000-13000 BC
source: http://www.theatlantic.com/health/archive/2014/11/the-psychological-comforts-of-storytelling/381964/

11. Evolution of Storytelling
source: http://www.theatlantic.com/health/archive/2014/11/the-psychological-comforts-of-storytelling/381964/

12. Storytellers
source: http://www.theatlantic.com/health/archive/2014/11/the-psychological-comforts-of-storytelling/381964/

13. What can we learn from our Ancestors?
source: http://www.theatlantic.com/health/archive/2014/11/the-psychological-comforts-of-storytelling/381964/
● Storytelling is an evolutionary mechanism that
helped keep our ancestors alive.The theory is
that if I tell you a story about how to survive, you’
ll be more likely to actually survive than if I just
give you facts.
● A narrative works off of both data and emotions,
which is significantly more effective in engaging
a listener than data alone.

14. THE SCIENCE OF
STORYTELLING

15. The Science of Storytelling
• Cognitive Load Theory explains
that our minds can easily
become overloaded if required
to process too much complex
information.
• Once our brains reach capacity,
information passes through our
minds, but does not stick.
source: http://www.ethos3.com/2015/01/how-to-minimize-the-extraneous-load-of-your-presentations/

16. Data Vs Stories
source: http://www.slideshare.net/acdowd/bba-present-anpd2015

17. WHY WE NEED TO
TELL BETTER
STORIES

18. Content Engagement
Across 2013 and 2014 the
output of content per
brand increased by 78%,
but content engagement
decreased by 60%
Source: TrackMaven

19. Did you know…
The average human attention
span in 2000 was 12 seconds,
and by 2013 it was 8 seconds.
That puts us one second shorter
than a goldfish.

20. Ad-blocking
In 2015, U.S. adblocking
grew by 48% to reach 45
million active users.
Of those surveyed not currently using
ad-blocking, 41% say they would
consider using the tool if the quantity of
ads typically increased
Source: PaigeFair and Adobe

21. Consumer Preferences
56% of U.S. consumers
said the number of brands
they consider for a given
product or service has
increased significantly
over the past 10 years
Source: Accenture

22. Attention Spans + Competitive Market + New Media
Challenges in 2016

23. HOW DO YOU TELL
BETTER STORIES?

24. “Storytelling -- is joke telling. It's knowing your
punchline, your ending, knowing that everything
you're saying, from the first sentence to the last, is
leading to a singular goal, and ideally confirming
some truth that deepens our understandings of who
we are as human beings.”
- Andrew Stanton, Pixar

25. The Journey
The hero’s journey is the common template successful movies
have followed and can help your brand become a rockstar

26. Crafting the Story
● 3 act structure
● Setting & Characters: Your brand
and value prop / others in your space
● Problem: Audience pain points
● Rising action: How does your brand
fit in?
● Climax: The solution
● Falling action: Next steps
● Denouement: Advocacy

27. Does your brief measure up?

28. Need help finding your story?

29. Buzzfeed’s
Emotional Appeals

30. Online Storytelling

31. WHAT GOOD
STORYTELLING
LOOKS LIKE

32. Art.com
● Snackable videos on its
Facebook page
● DIY and home decor
projects
● Priming customers for next
purchase (and getting
likes!)

33. Survey Monkey
• Explainer video
• Simple and easy to
understand
• Shows depth of the
product and use cases

34. NEW TRENDS

35. Interactive Storytelling
● Data analysis, web
design, journalism
● Audience participation
● Sponsored posts

36. Bringing Offline Stories Online
● The rise of UGC
● Let your audience tell
your brand story
● Authenticity is Key

37. TAKE-AWAYS

38. Closing Thoughts
• Storytelling make data
resonate
• A powerful story should be
the backbone of brand’s
overarching message
• Action items: Listen, digest,
and share
Source: Treprep

39. Q&A

40. AMAZON GIFTCARD
GIVEAWAY

41. THANK YOU!
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