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by Graham McDonnell
Putting the Story into Storytelling
FITC TORONTO 2018
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
“We need to stop interrupting
what people are interested in and
be what people are interested in.”
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
CRAIG DAVIS - FORMER CHIEF CREATIVE OFFICER
J. WALTER THOMPSON
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
AD
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLINGGRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
For Parkland Students, Social Media Savvy Took TimeTHE SIX QUESTIONS
How the Parkland Students Got So Good at Social Media +410%
Oil, Stealth and Defying Sanctions on the High SeasCLARITY IS KEY
How North Korea Manages to Get Oil, Despite Sanctions +164%
‘It’s a Massacre’: Kabul Blast Deepens Toll of Long WarTHE PROMISE OF
AN EXPLANATION ‘It’s a Massacre’: What’s Behind Rise in Afghan Violence +153%
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLINGGRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
In Ukraine, a Successful Fight for Justice, Then a MurderTHE UNKNOWN
She Got Justice for Her Dead Sister. Then She Was Killed +428%
Puerto Ricans Ask: When Will the Lights Come Back On?USING NUMBERS
Florida Had 18,000 Workers to Restore Power.
Puerto Rico Has 300.
+250%
Returning to Her School, Where Classmates DiedFLIP IT
Her Backpack Has a Bullet Hole in It, but She Went to School +118%
AD
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
AD
HOOK
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
Storytelling
FIGURE OUT THE STORY FIRST, THEN HOW TO TELL IT
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
It’s about creating a journey
and making it relevant.
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
INTRODUCE AN
Element
PRESENT A
Problem
REVEAL THE
Outcome
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
Brand
Message
Story
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
Trump won the election
with Storytelling
Jesse Andrews - https://theawl.com/storytelling-won-the-election-eff663ca19c2
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
PRESENT A
Problem
INTRODUCE AN
Element
REVEAL THE
Outcome
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
VOLVO IS A
REALLY
SAFE CAR!
COOL STORY
ABOUT A CRASH
RESPONSE TEAM
“Content marketing is like a first date.
If you only talk about yourself,
there won’t be a second one.”
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
DAVID BEEBE
MARRIOTT INTERNATIONAL - VP OF GLOBAL CREATIVE AND CONTENT MARKETING
Execution is just as
important as the story…
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
it isn’t a substitute
BUT
360 and
VR
Video PhotographyArticle Q&A
PodcastsGraphicsScreenplay
Augmented
Reality
Events
Infographics
MapsGuides
Forms 3D Elements
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
“The average adult checks their
phone 30 times a day, and the average
millennial checks their phone more
than 150 times a day.”
CRAIG DAVIS
FACEBOOK - HEAD OF MARKETING FOR NORTH AMERICA
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
Break it
Up
Make it
Move
Make it
Visual
Encourage
Interaction
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
Subtitle goes here
DON’T GO
OVERBOARD!
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
“You were so preoccupied
with whether or not you
could that you didn’t stop
to think if you should”
DR IAN MALCOLM
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
INVESTMENT
PAYOFF
FULLY

PASSIVE
INSTINCTUAL
GESTURE
SPECIFIC
GESTURE
SIMPLE
CHOICES
UNDIRECTED
EXPLORATION
USER
INVESTMENT
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
Create a labyrinth, not a maze
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
The magic combination of a good story,
executed in the right way, is the experience
everyone should be aiming for
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
programs have dwell times
above MOAT benchmark
3/ 4
programs surpass MOAT
benchmark for scroll depth
78%526%
more time spent
on our content
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
HIDE THE
Vegetables
TAKE THEM ON A
Journey
KEEP THEM
Engaged
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
Thank You
GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
@grahammcuk

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Putting the ‘Story’ into Storytelling

  • 1. by Graham McDonnell Putting the Story into Storytelling FITC TORONTO 2018
  • 2. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 3. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 4. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 5. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 6. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 7. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 8. “We need to stop interrupting what people are interested in and be what people are interested in.” GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING CRAIG DAVIS - FORMER CHIEF CREATIVE OFFICER J. WALTER THOMPSON
  • 9. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 10. AD GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 11. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLINGGRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING For Parkland Students, Social Media Savvy Took TimeTHE SIX QUESTIONS How the Parkland Students Got So Good at Social Media +410% Oil, Stealth and Defying Sanctions on the High SeasCLARITY IS KEY How North Korea Manages to Get Oil, Despite Sanctions +164% ‘It’s a Massacre’: Kabul Blast Deepens Toll of Long WarTHE PROMISE OF AN EXPLANATION ‘It’s a Massacre’: What’s Behind Rise in Afghan Violence +153%
  • 12. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLINGGRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING In Ukraine, a Successful Fight for Justice, Then a MurderTHE UNKNOWN She Got Justice for Her Dead Sister. Then She Was Killed +428% Puerto Ricans Ask: When Will the Lights Come Back On?USING NUMBERS Florida Had 18,000 Workers to Restore Power. Puerto Rico Has 300. +250% Returning to Her School, Where Classmates DiedFLIP IT Her Backpack Has a Bullet Hole in It, but She Went to School +118%
  • 13. AD GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 14. AD HOOK GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 15. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING Storytelling FIGURE OUT THE STORY FIRST, THEN HOW TO TELL IT
  • 16. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 17. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 18. It’s about creating a journey and making it relevant. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 19. INTRODUCE AN Element PRESENT A Problem REVEAL THE Outcome GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 20. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 21. Brand Message Story GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 22. Trump won the election with Storytelling Jesse Andrews - https://theawl.com/storytelling-won-the-election-eff663ca19c2 GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 23. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 24. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 25. PRESENT A Problem INTRODUCE AN Element REVEAL THE Outcome GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 26. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING VOLVO IS A REALLY SAFE CAR! COOL STORY ABOUT A CRASH RESPONSE TEAM
  • 27. “Content marketing is like a first date. If you only talk about yourself, there won’t be a second one.” GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING DAVID BEEBE MARRIOTT INTERNATIONAL - VP OF GLOBAL CREATIVE AND CONTENT MARKETING
  • 28. Execution is just as important as the story… GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING it isn’t a substitute BUT
  • 29. 360 and VR Video PhotographyArticle Q&A PodcastsGraphicsScreenplay Augmented Reality Events Infographics MapsGuides Forms 3D Elements GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 30. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING “The average adult checks their phone 30 times a day, and the average millennial checks their phone more than 150 times a day.” CRAIG DAVIS FACEBOOK - HEAD OF MARKETING FOR NORTH AMERICA
  • 31. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 32. Break it Up Make it Move Make it Visual Encourage Interaction GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 33. Subtitle goes here DON’T GO OVERBOARD!
  • 34. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING “You were so preoccupied with whether or not you could that you didn’t stop to think if you should” DR IAN MALCOLM
  • 35. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING INVESTMENT PAYOFF
  • 37. GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING Create a labyrinth, not a maze GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 38. The magic combination of a good story, executed in the right way, is the experience everyone should be aiming for GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 39. programs have dwell times above MOAT benchmark 3/ 4 programs surpass MOAT benchmark for scroll depth 78%526% more time spent on our content GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 40. HIDE THE Vegetables TAKE THEM ON A Journey KEEP THEM Engaged GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING
  • 41. Thank You GRAHAM MCDONNELL : PUTTING THE STORY INTO STORYTELLING @grahammcuk