Presentation

1. STOP CREATING CONTENT
AND DEVELOP A POINT OF VIEW
KIRSTIN BENSON, VP – Global Entertainment
960206434, Vittorio Zunino Celotto

2. 2
OVERVIEW
• Storytelling BS
• Storytelling Today
• It’s a Science…Really!
• The Storytelling Trifecta
STORYTELLING IN THE DIGITAL AGE
585203205, Rebecca Nelson

3. 3
CONTENT B.S. (BEFORE SOCIAL)
STORYTELLING IN THE DIGITAL AGE
X

4. 4
CONTENT TODAY
STORYTELLING IN THE DIGITAL AGE

5. 5
CONTENT TODAY
STORYTELLING IN THE DIGITAL AGE

6. STORYTELLING IN THE DIGITAL AGE
WHAT DOES THIS MEAN?
6
321

7. STORYTELLING IN THE DIGITAL AGE
WHAT DOES THIS MEAN?
7
CONTENT NEEDS HAVE
GROWN EXPONENTIALLY
1
32

8. STORYTELLING IN THE DIGITAL AGE
WHAT DOES THIS MEAN?
8
IT’S ALL ABOUT
MULTIMEDIA
CONTENT NEEDS HAVE
GROWN EXPONENTIALLY
1 2
3
830813374, Maarten de Boer

9. STORYTELLING IN THE DIGITAL AGE
WHAT DOES THIS MEAN?
9
IT’S ALL ABOUT
MULTIMEDIA
CONTENT NEEDS HAVE
GROWN EXPONENTIALLY
1 2
3
830813374, Maarten de Boer
Media leaning on video and branded
content to subsidize losses from display
ads
MEDIA
Platforms & algorithms have shifted to
surface more video than ever before
CONSUMERS
Digital video viewership = proven data
BRANDS
BOTTOM LINE:
DIGITAL AD SPEND WILL SOON SURPASS
U.S. TV SPEND FOR THE FIRST TIME IN
HISTORY
!

10. STORYTELLING IN THE DIGITAL AGE
WHAT DOES THIS MEAN?
1 0
DEMOCRATIZATION OF
CONTENT CREATION
IT’S ALL ABOUT VIDEOCONTENT NEEDS HAVE
GROWN EXPONENTIALLY
1 2 3
855612210, Noam Galai
3

11. 1 1
WHAT DOES THAT MEAN?
DEMOCRATIZATION
OF CONTENT
CREATION
EVERYONE IS A CREATOR
EVERYONE CAN REACH AN
AUDIENCE
RISE OF THE ‘FACELESS
PUBLISHER’
453925048, Andreas Rentz

12. IN OTHER WORDS:
BEST! NEWS ! EVER ! FOR ! BRANDS

13. NOT ENOUGH $$$
CAN’T PROVE ROI
DISJOINTED CONTENT
NOT ENOUGH RESOURCES
LITTLE TO NO REACH

14. STORYTELLING: IT’S ACTUALLY A SCIENCE
533929329, Catherine Ledner

15. STORYTELLING: BACK TO THE BASICS
THE SCIENCE BEHIND
STORIES
NEURAL COUPLING
DOPAMINE
CORTEX ACTIVITY
545249650, RichVintage
MIRRORING
Source: Buffer.com “What Listening to a Story Does to Our Brain”

16. TL; DR
STORIES CAN BE 22X MORE MEMORABLE
THAN JUST FACTS
Source: Forbes

17. STORYTELLING: BACK TO THE BASICS
DIFFERENT LOOK,
SAME GOAL
1 7
AUTHENTICITY
NARRATIVE ARC
PURPOSE/MORAL
691882658, :Rebecca Nelson

18. 1 8
STORYTELLING IN THE DIGITAL AGE
THE STORYTELLING TRIFECTA
CONTENT CREATION DISTRIBUTION DATA

19. CONTENT CREATION
684567248, Alberto Pizzoli

20. THE STORYTELLING TRIFECTA
BACK TO BASICS
2 0
WHAT IS THE GOAL?
AKA ‘THE WHY’
GO VIRAL
GAIN MORE FOLLOWERS
SELL PRODUCT
DRIVE REGISTRATION
GET SPECIFIC!

21. THE STORYTELLING TRIFECTA
BACK TO BASICS
2 1
WHAT IS THE GOAL?
(AKA THE WHY)
WHO? WHAT?
WHERE?
WHO?
WHAT?
WHEN?
HOW?
WHERE?
WHO?
WHAT?
WHEN?
HOW?
WHERE?
WHO?
WHAT?
WHEN?
HOW?

22. 2 2
DISTRIBUTION: UNDERSTANDING THE PLATFORM

23. THE STORYTELLING TRIFECTA
GET CREATIVE
WITH DATA
2 3
FOR CONTENT CREATION
TO ENHANCE CAMPAIGNS
FOR PERFORMANCE TRACKING
722214413, :Rebecca Nelson

24. 2 4

25. 2 5
WHAT IS THE GOAL?
(AKA THE WHY)
WHO? WHAT? WHERE?
WHO?
WHAT?
WHEN?
HOW?
INCREASE BLOOD
DONATIONS
ELIGIBLE ADULTS IN
SẪO PAULO
RAISE
AWARENESS BY
CELEBS WEARING
SAME RED DRESS

26. 2 6
WHAT IS THE GOAL?
(AKA THE WHY)
WHO? WHAT?
WHERE?
WHO?
WHAT?
WHEN?
HOW?
WHERE?
WHO?
WHAT?
WHEN?
HOW?
WHERE?
WHO?
WHAT?
WHEN?
HOW?

27. START WITH
THE WHY
2 7
722214413, :Rebecca Nelson

28. 169269132, Vittorio Zunino Celotto
THANK YOU
kirstin.benson@gettyimages.com