The document summarizes the milestones and accomplishments of the VOICES storytelling arm, which was created to highlight underrepresented communities through alternative digital storytelling formats. Key points:
- VOICES launched several successful series using short documentary styles, including Allies, TransformNation, and Mental State.
- The goal was to change how stories are told across newsrooms by focusing on marginalized voices and traveling to stations nationwide.
- Achievements included developing branding, launching IGTV and YouTube content, and sharing stories across platforms.
- The work has sparked new collaborations and creative processes, while attracting influencer participation on social media.
In addition to producing experiential marketing activations for PayPal and ExactTarget, the PBJS SXSW team visited as many booths, buses, domes, lounges and parties as we had energy for. Here's what worked, what failed and where we saw opportunities for improvement.
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Webinar deck for teaching exhibition and trade show organizers how to use content to help foster and grow their virtual communities. This was done for AFIDA, the International Association of Exhibitions in Latin America.
WeXL Org is a public arts and media nonprofit with a mission to bring diversity, equity, and inclusion to the creative and influential industries of tech and media & entertainment.
In addition to producing experiential marketing activations for PayPal and ExactTarget, the PBJS SXSW team visited as many booths, buses, domes, lounges and parties as we had energy for. Here's what worked, what failed and where we saw opportunities for improvement.
Content Marketing Strategies Conference: Simon Kelly_keynotedlvr.it
The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011.
Webinar deck for teaching exhibition and trade show organizers how to use content to help foster and grow their virtual communities. This was done for AFIDA, the International Association of Exhibitions in Latin America.
WeXL Org is a public arts and media nonprofit with a mission to bring diversity, equity, and inclusion to the creative and influential industries of tech and media & entertainment.
The Filipino youth - they are the movers and shakers of the contemporary culture. They are restless; always on the lookout for something new, challenging and exciting. But they also seek their purpose; they go through hurdles and they aspire for their dreams. Sometimes they fall, but they get up and they triumph. We join them in that journey. Support the equally powerful force of Voice the Youth Network – the multi-awarded and internationally recognized premiere youth advocacy group of the country; Creativoices Productions, the voice of creativity and DZIQ 990 AM – as we continue to celebrate the Filipino Youth! Their views and vision… Their adventure… Their Life! In our 10th season, Voice of the Youth Radio brings more quality programming as we further inform, inspire, involve and empower. But now we’re going beyond radio… aside from the live streaming Webcast of DZIQ 990 AM heard over the Internet, VOTY Radio episodes could also be heard through Podcast and its transcripts could be read over the VOTY blog. We’re going beyond issues… as we dig deeper into the points of views of the youth on matters of their interest and concerns. We’re going beyond opportunities… as we guide them through the world of entrepreneurship, volunteerism, public service, local and international youth affairs. We’re beyond hip… as we present the latest and coolest trends in technology, music and pop culture. We are the Power… we are the... Voice of the Youth!
Oversaw the creation of, and contributed to TMW Unlimited's second annual Strategy Department document 'Viewpoint'. A collection of thought pieces covering a range of important topics relevant to us as marketeers and our clients as brand owners. It observes trends, analyses what it means and recommends actions to fully capitalise on them. This year we explored the themes of 1) Cultural Pluralism 2) Diversity within Advertising 3) Retail Innovation 4) Automation revolution 5) Gen Z and Luxury and 6) Social Live Streaming.
A 2017 trends document created collectively by the Planning department at TMW Unlimited. I oversaw the production of the piece and co-authored two of the six thought pieces around the areas of 1) Automation and 2) Diversity
DViO Digital, is a turn-key digital/internet advertising agency pioneers in the result-oriented campaign. Our CEO, Sowmya Iyer is recognized as one of TOP “50 Most Influential Digital Marketing Leaders” in the world.
Who cares anyway? Developing shareable content | The power of human stories c...CharityComms
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Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
In this talk, we will discuss the declining role for the mega influencer in digital marketing campaigns, and the rise of the “every day” nano creator. This shift has highlighted the importance of authenticity to a generation of digital natives who don’t want to be “sold”, and how building a community of users who are authentic advocates for your brand online can best support your mission.
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1) A Brief History of Influence - How Social Channels Have Evolved & How They Shape Influence
2) The Content Evolution and Rise of Social Video
3) The Democratization of Influencer Marketing – The Rise of the Everyday Creator
4) Gen Z – the Bellwether for the Future of Social
5) Shifts in Influencer Marketing & Tips for Future-focused Creator Marketing.
In this talk, we will discuss the declining role for the mega influencer in digital marketing campaigns, and the rise of the “every day” nano creator. This shift has highlighted the importance of authenticity to a generation of digital natives who don’t want to be “sold”, and how building a community of users who are authentic advocates for your brand online can best support your mission.
Key Takeaways:
1) A Brief History of Influence - How Social Channels Have Evolved & How They Shape Influence
2) The Content Evolution and Rise of Social Video
3) The Democratization of Influencer Marketing – The Rise of the Everyday Creator
4) Gen Z – the Bellwether for the Future of Social
5) Shifts in Influencer Marketing & Tips for Future-focused Creator Marketing
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The Filipino youth - they are the movers and shakers of the contemporary culture. They are restless; always on the lookout for something new, challenging and exciting. But they also seek their purpose; they go through hurdles and they aspire for their dreams. Sometimes they fall, but they get up and they triumph. We join them in that journey. Support the equally powerful force of Voice the Youth Network – the multi-awarded and internationally recognized premiere youth advocacy group of the country; Creativoices Productions, the voice of creativity and DZIQ 990 AM – as we continue to celebrate the Filipino Youth! Their views and vision… Their adventure… Their Life! In our 10th season, Voice of the Youth Radio brings more quality programming as we further inform, inspire, involve and empower. But now we’re going beyond radio… aside from the live streaming Webcast of DZIQ 990 AM heard over the Internet, VOTY Radio episodes could also be heard through Podcast and its transcripts could be read over the VOTY blog. We’re going beyond issues… as we dig deeper into the points of views of the youth on matters of their interest and concerns. We’re going beyond opportunities… as we guide them through the world of entrepreneurship, volunteerism, public service, local and international youth affairs. We’re beyond hip… as we present the latest and coolest trends in technology, music and pop culture. We are the Power… we are the... Voice of the Youth!
Oversaw the creation of, and contributed to TMW Unlimited's second annual Strategy Department document 'Viewpoint'. A collection of thought pieces covering a range of important topics relevant to us as marketeers and our clients as brand owners. It observes trends, analyses what it means and recommends actions to fully capitalise on them. This year we explored the themes of 1) Cultural Pluralism 2) Diversity within Advertising 3) Retail Innovation 4) Automation revolution 5) Gen Z and Luxury and 6) Social Live Streaming.
A 2017 trends document created collectively by the Planning department at TMW Unlimited. I oversaw the production of the piece and co-authored two of the six thought pieces around the areas of 1) Automation and 2) Diversity
DViO Digital, is a turn-key digital/internet advertising agency pioneers in the result-oriented campaign. Our CEO, Sowmya Iyer is recognized as one of TOP “50 Most Influential Digital Marketing Leaders” in the world.
Who cares anyway? Developing shareable content | The power of human stories c...CharityComms
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Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
In this talk, we will discuss the declining role for the mega influencer in digital marketing campaigns, and the rise of the “every day” nano creator. This shift has highlighted the importance of authenticity to a generation of digital natives who don’t want to be “sold”, and how building a community of users who are authentic advocates for your brand online can best support your mission.
Key Takeaways:
1) A Brief History of Influence - How Social Channels Have Evolved & How They Shape Influence
2) The Content Evolution and Rise of Social Video
3) The Democratization of Influencer Marketing – The Rise of the Everyday Creator
4) Gen Z – the Bellwether for the Future of Social
5) Shifts in Influencer Marketing & Tips for Future-focused Creator Marketing.
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Key Takeaways:
1) A Brief History of Influence - How Social Channels Have Evolved & How They Shape Influence
2) The Content Evolution and Rise of Social Video
3) The Democratization of Influencer Marketing – The Rise of the Everyday Creator
4) Gen Z – the Bellwether for the Future of Social
5) Shifts in Influencer Marketing & Tips for Future-focused Creator Marketing
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Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
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1. CREATING A SPACE FOR
UNDERREPRESENTED
AND MARGINALIZED
VOICES THROUGH
ALTERNATIVE
STORYTELLING FORMATS
FOR LOCAL DIGITAL
NEWS MEDIA
PLATFORMS
Prepared by: Nzinga Blake
DIGIPUBLISH LA
4. I. MILESTONES
-Effort to have Google News and Youtube to work with the news
industry to help journalism thrive in the digital age.
Applied for the grant with the idea of telling stories from our
audiences that go unnoticed with the through line of changing the
way we create video on digital platforms.
-Through different ways of storytelling, we influence a new
conversation on how to create and stay on top of trends in digital
journalism.
WHAT IS IT?
We were encouraged by Google and Youtube to apply for
funding for the Google News Initiative.
5. WE MADE IT, NOW
WHERE CAN WE PUT IT?
Distribution isn’t bound only to Youtube, we can tell these
stories wherever we want!
Shared through Tribune Media Wire, but here are some other
places:
“Featured Zone” on website
Crossposted through Social Media
Possibility of dedicated playlists through our Connected TV
APPS
What excited us the most is that we now have an avenue to create
great digital-specific national franchises that can attract a new
audience while re-energizing our existing audiences. Cross /
multiplatform integration!
6. "THE SINGLE STORYCREATES
STEREOTYPES, AND THE
PROBLEM WITH STEREOTYPES IS
NOT THAT THEY ARE UNTRUE,
BUT THAT THEY ARE
INCOMPLETE. THEY MAKE
THE ONE STORY BECOME THE
ONLY STORY"
Thought for the Day
CHIMAMANDA NGOZI ADICHIE
7. THE RISE OF
SHORT
DOCUMENTARY
STYLE VIDEO
‘Storytelling’ is the marketing
buzzword du jour, and video
content naturally lends itself to
this method of communicating
brand identity.
If stories are universally
appealing to audiences, a short
film or documentary style video
offers a bigger and better
vehicle for delivering them than
a traditional short-form video.
Reflecting the move away from
overt marketing, documentary-
style video provides a way for
brands to use other people’s
stories to indirectly
communicate something about
themselves.
11. MILESTONES
The overall goal for my position was to build out a storytelling arm that highlights voices
of marginalized and underrepresented communities in respective Tribune markets by
branding and launching a storytelling arm entitled VOICES with the following series
which we have successfully launched thus far:
Allies & Allies Highlight
TransformNation
Mental State Short Doc Series & Mental State LIVE
Convo Starter
12. As part of the Google News Initiative Storytelling arm dedicated to marginalized
and underrepresented communities, "Voices" presents the following series that
highlight stories from our audiences that go unnoticed with the short
documentary storytelling formats.
13. ALLIES
Allies is a series that features individuals who exemplify what it
means to be an ally to underrepresented/marginalized groups,
voices or social issues that need more attention in our
communities.
14. TRANSFORMNATION
Transformation, is a series that is dedicated to giving the
transgender community a voice by sharing their stories in efforts
to transform the negative perceptions of trans people across the
nation.
15. MENTAL STATE
LIVE
Mental State, explores the state of mental health and
challenges facing various communities across the nation in
efforts to normalize the conversation around mental wellness.
Mental State LIVE brings groups from the community to discuss
social issues that affect their mental well being.
16. Convo Starter is a micro series that
explores the opportunity of distributing
content that invites the audience to
continue the conversation online. This
could be another format that could be
great for the 2020 campaign season as a
way to get the community to use their
voice to discuss social issues within their
community that could be affected by the
election.
CONVO STARTER
17. MILESTONES
The goal was to help change
the culture of how stories
across news rooms are told
using different formats and
styles of storytelling by
traveling to different Tribune
Stations around the nation,
which I have also
accomplished through
visiting stations in the
following cities:
Los Angeles
Sacramento
Salt Lake City
Chicago
Indianapolis
Cleveland
New York
18. MILESTONES
Worked with Creative Services department to create the
brand, look, feel and vibe of the VOICES storytelling arm.
Used our content to produce on air promos and promos
on IG driving people back to the Voices vertical online.
Worked with the team to launch IGTV content, and
YouTube live pilot, which we are using as a test case to
see how streaming a live talk / issue related series
performs on the YouTube.
We developed a style guide that we shared with the
groups and have been able to share stories across all
platforms including news broadcasts, social media, local
news websites. (See next slide for example from style
guide).
19. 80%
THE STATS ARE IN!
OF VIEWERS WANT CONTENT TO
ADDRESS SOCIAL ISSUES.
8 0 % O F A M E R I C A N
M O V I E A N D T V
V I E W E R S S A Y T H E Y
A R E A T T R A C T E D T O
M O V I E S A N D
D O C U M E N T A R I E S
A D D R E S S I N G
I M P O R T A N T S O C I A L
I S S U E S O R C A U S E S ,
A N D 8 0 % A L S O
F E E L T H A T T H E
E N T E R T A I N M E N T
I N D U S T R Y S H O U L D
P R O D U C E M O R E
M O V I E S A N D T V
S E R I E S E X P L O R I N G
S U C H I S S U E S .
- J A N U A R Y 2 0 1 9 ,
P O L L A R A
S T R A T E G I C
I N S G H T S
20. VISUAL ARTISTIC STORYTELLING
Thinking outside the box of traditional creating a
new visual format that is compelling and further
drives the curiosity of our audience.
Poetic projection
Experiential drone filming
OTHER ACHIEVEMENTS
The VOICES storytelling arm has sparked interdepartmental
collaborations and has stimulated new creative thinking and
processes particularly for the creative services department.
We have been able to attract influencer and celebrity talent
share their voices and they have also helped to share our
content on their social media channels.
21. CURIOSITY IS THE CURE
FOR IGNORANCE....
HOW CAN WE CREATE AN APPETITE FOR
CURIOSITY?
IT STARTS WITHIN YOUR ORGANIZATION
Then that transcends into the content we
create so that our audience can start looking
at other people through a lens that doesn’t
reflect their own preconceived notions, but
rather look at people who differ through a
lens of curiosity.
IT'S OK TO ASK QUESTIONS
Be mindful of how you ask questions!
(Storytime 2008 Election night)
22. Ask to understand as opposed to asking to react
and be defensive regarding things I didn't know
any thing about or felt uncomfortable with.
This is the approach that I took when I created
TransformNation.
I had to ask questions to understand - most
importantly I had to take myself out of the story
entirely because I had to ask Becca what she
wanted an audience to understand about her
experience that usually isn’t reflected in the
media.
When you are making content that is inclusive
collaboration with a diverse team is key!
WHAT I LEARNED
23. Another important thing we have to do when
thinking about creating content for
underrepresented and marginalized voices - we have
to ask ourselves:
WHAT AM I SO AFRAID OF?
What am I so afraid of by including voices of people I
haven’t been exposed to or subject matters I don't
feel comfortable talking about?
24. We have to be ok with being
uncomfortable:
It allows us to a place of
understanding, a place of trying to find
common ground, a place where we can
connect through the human
experience:
One thing we can all relate to is pain, joy,
and love. Because when you know love
and feel love for yourself and for someone
else - it becomes more comfortable to
extend that love for others who aren’t like
you. What is the harm in that? Ask
yourself.