Lynne d Johnson, Director of Digital and Social Media Strategy, at Waggener Edstrom, presented Digital Storytelling For Brands at Brand Camp University in New York City on May 20, 2013 as part of Internet Week #iwnybcu13. Learn the structure for telling amazing stories about your brand with digital media.

1. 1
DIGITAL STORYTELLING
FOR BRANDS

2. 2
WELCOME
LYNNE D JOHNSON
Dir. Digital & Social
Brand Strategy & Marketing
Waggener Edstrom
@lynneluvah

3. 3
IN A WORLD OF MEDIA
FRAGMENTATION, HOW
DO YOU GET THE WORD
OUT ABOUT YOUR
BRAND?

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EVERYONE LOVES A
GOOD STORY

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STORIES MAKE IDEAS
RELATABLE.

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STORIES INSPIRE AND
MOTIVATE.

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WHAT MAKES A GOOD STORY?
Source: http://charitywrites.blogspot.com/2011/10/pre-nano-story-structure.html

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WHAT MAKES A GOOD STORY FOR
BRANDS IN THE DIGITAL AGE?
• Narrative Arc
• About company, not product
• Cross Channel
• Emotional
• Rich Media
• Engagement
• Mechanics
Brand Promise Brand Reputation

9. 9Source: Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand
by Robert Rose & Joe Pulizzi

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BUT MOST IMPORTANT…
CAST YOUR CUSTOMER
AS HERO.
Brand
Narrative
Branded
Content
User
Generated
Influencer
Generated

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HOW DO WE DO IT?

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UNDERSTAND your audience.
KNOW what your brand means.
CREATE a story that connects.
LISTEN & engage.
LEARN!

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TELL A STORY THAT IS
RELEVANT, REAL, AND
REPEATABLE.

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WHO’S DOING IT RIGHT?

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COCA COLA HAPPINESS
MACHINE

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RED BULL STRATOS
Source: Socialbakers

17. 17
BEN & JERRY’S CAPTURE
EUPHORIA

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SO WHAT’S YOUR
STORY?

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THANK YOU
© 2013 Waggener Edstrom Worldwide Inc. All Rights Reserved.