James Milward discusses how storytelling is evolving in the new media landscape. Traditional linear stories told through mass media are being replaced by interactive stories across many platforms where audiences have more choice and influence over the narrative. This represents an opportunity for new types of collaborative, data-driven storytelling but also introduces challenges around complexity, loss of context and audience fragmentation. Milward advocates adapting to this changing environment by focusing on iterative processes centered around well-defined stories, forms and functions tailored for new platforms and audiences.
This presentation was delivered during an NCVO webinar on digital transformation, presented by Julie Dodd. The webinar took place on 20 August 2015.
More information: http://knowhownonprofit.org/organisation/orgdev/digital-transformation
Insight-Driven Innovation: Structural collaboration with consumers for breakt...InSites Consulting
Even iconic brands like Heinz have a need for innovation, and solid consumer insights are crucial for its success. The challenge here was how consumer insights could be leveraged to a maximum. How can we generate as many unique insights as possible which are also relevant for consumers? How can we engage both internal and external stakeholders to use the consumer insights? What human insights - related to understanding people’s daily tomato ketchup usage - can be linked to and used for optimizing (e.g. packaging) innovation ideas?
This presentation was delivered during an NCVO webinar on digital transformation, presented by Julie Dodd. The webinar took place on 20 August 2015.
More information: http://knowhownonprofit.org/organisation/orgdev/digital-transformation
Insight-Driven Innovation: Structural collaboration with consumers for breakt...InSites Consulting
Even iconic brands like Heinz have a need for innovation, and solid consumer insights are crucial for its success. The challenge here was how consumer insights could be leveraged to a maximum. How can we generate as many unique insights as possible which are also relevant for consumers? How can we engage both internal and external stakeholders to use the consumer insights? What human insights - related to understanding people’s daily tomato ketchup usage - can be linked to and used for optimizing (e.g. packaging) innovation ideas?
The Capital Staffers Index is a study developed by Edelman that evaluates the perceived value of different communication strategies and tools to connect legislators with both their constituents and interest groups. It determines credibility and trust associated with social media and compares the influence of the Internet in policy shaping.
Glass Presentation at Boards Summit - Creative ChallengeJames Milward
This is the presentation that won the creative challenge at the Boards Magazine Summit this year.
Competing against Mekanism and Wexley School for Girls, who were both awesome!
Thanks to Boards Magazine for the opportunity and the other teams are two of my favorite companies.
The world is changing. We want to help brands make that change as well. This presentation looks at trends in social marketing, social business, and social advertising (depending on how you talk about it) and looks at the changes and challenges that lie ahead for brands navigating toward becoming social businesses.
Navigating the Social Media Landscape: Social media has gone from fun distractions to necessary channels of communication. As a result we are bombarded with lots of content and lots of noise. How do we navigate this fast-paced and dynamic social media environment? How can we leverage social media for our business objectives? How can we be heard above all the noise? How do we avoid social media fails? How do we determine ROI? This master class will help you determine the proper approach, find the right networks with the right audiences, execute successful strategies, and drive both engagement and impact.
Keep Your Content Weird, Fresh and Relevant - BBCON 2015Benjamin Wong
Nonprofits vie for constituents' attention online. Your messages compete with more than just cute goat videos and cat memes. How can your organization flourish in the Internet fray? The city of Austin will be our guide as we explore how to keep website content relevant and fresh.
A BBCON 2015 session presented by Nyleva Corley and Ben Wong
Crafting Your Nonprofit Story in a Digital WorldBenjamin Wong
We live in a digital world where your potential donor can be targeted by up to 5000 marketing messages a day. The best way to cut through the noise is to tell amazing stories to capture their heart. It may sound simple, but digital storytelling is something that nonprofits continue to struggle with.
Join Ben Wong, Creative Director at Blackbaud’s Interactive team, to learn how you can craft your stories to inspire your users to take action.
In this webinar you’ll learn:
The fundamentals of creating a story
How to invite the audience to participate in the story as the hero
How to create your brand story architecture
Tools and platforms to tell your story
Navigating the Social Media Landscape: Social media has gone from fun distractions to necessary channels of communication. As a result we are bombarded with lots of content and lots of noise. How do we navigate this fast-paced and dynamic social media environment? How can we leverage social media for our business objectives? How can we be heard above all the noise? How do we avoid social media fails? How do we determine ROI? This master class will help you determine the proper approach, find the right networks with the right audiences, execute successful strategies, and drive both engagement and impact.
Book Industry Guild of NY - Publishing Technology Update: New Digital DirectionsKathy Sandler
Presentation from March 8, 2016 Book Industry Guild of NY panel. Panelists Included:
Sue Carlson, Norton
Daniel Cohen, Galvanized
Cynthia Clark, Elsevier
Katherine McCahill, Penguin Random House
and Peter Milburn, Wiley
Moderated by Kathy Sandler, Penguin Random House
Book Industry Guild of NY:
Website: http://bigny.org/
Twitter: BIGofNY
Facebook: BIGofNY
Using proven concepts from relationship marketing and social selling, course participants will learn how to expand, delight and build trust with their communities. This module will expose you to the latest in social media campaign tactics and chat hosting to keep your audiences engaged. Find out how to excite your audiences through acknowledgement, involvement, fun and greater good stories while earning their trust through responsiveness, consistency and generous sharing.
Creating Engaging Videos: Everything You Need To Know To Produce Authentic Co...Tinuiti
In this session, we partnered with video creative agency ReadySet to talk about how to create engaging, authentic videos that work across platforms, and how to measure their performance.
Social Media in Real Life: How YorkU won gold by bringing social to live eventsMark Farmer
York University won gold at the CASE awards for its live interactive social media projection project. Find out how they did it, how you can achieve great results with your own live projection, "gotchyas" to know beforehand and more.
The Capital Staffers Index is a study developed by Edelman that evaluates the perceived value of different communication strategies and tools to connect legislators with both their constituents and interest groups. It determines credibility and trust associated with social media and compares the influence of the Internet in policy shaping.
Glass Presentation at Boards Summit - Creative ChallengeJames Milward
This is the presentation that won the creative challenge at the Boards Magazine Summit this year.
Competing against Mekanism and Wexley School for Girls, who were both awesome!
Thanks to Boards Magazine for the opportunity and the other teams are two of my favorite companies.
The world is changing. We want to help brands make that change as well. This presentation looks at trends in social marketing, social business, and social advertising (depending on how you talk about it) and looks at the changes and challenges that lie ahead for brands navigating toward becoming social businesses.
Navigating the Social Media Landscape: Social media has gone from fun distractions to necessary channels of communication. As a result we are bombarded with lots of content and lots of noise. How do we navigate this fast-paced and dynamic social media environment? How can we leverage social media for our business objectives? How can we be heard above all the noise? How do we avoid social media fails? How do we determine ROI? This master class will help you determine the proper approach, find the right networks with the right audiences, execute successful strategies, and drive both engagement and impact.
Keep Your Content Weird, Fresh and Relevant - BBCON 2015Benjamin Wong
Nonprofits vie for constituents' attention online. Your messages compete with more than just cute goat videos and cat memes. How can your organization flourish in the Internet fray? The city of Austin will be our guide as we explore how to keep website content relevant and fresh.
A BBCON 2015 session presented by Nyleva Corley and Ben Wong
Crafting Your Nonprofit Story in a Digital WorldBenjamin Wong
We live in a digital world where your potential donor can be targeted by up to 5000 marketing messages a day. The best way to cut through the noise is to tell amazing stories to capture their heart. It may sound simple, but digital storytelling is something that nonprofits continue to struggle with.
Join Ben Wong, Creative Director at Blackbaud’s Interactive team, to learn how you can craft your stories to inspire your users to take action.
In this webinar you’ll learn:
The fundamentals of creating a story
How to invite the audience to participate in the story as the hero
How to create your brand story architecture
Tools and platforms to tell your story
Navigating the Social Media Landscape: Social media has gone from fun distractions to necessary channels of communication. As a result we are bombarded with lots of content and lots of noise. How do we navigate this fast-paced and dynamic social media environment? How can we leverage social media for our business objectives? How can we be heard above all the noise? How do we avoid social media fails? How do we determine ROI? This master class will help you determine the proper approach, find the right networks with the right audiences, execute successful strategies, and drive both engagement and impact.
Book Industry Guild of NY - Publishing Technology Update: New Digital DirectionsKathy Sandler
Presentation from March 8, 2016 Book Industry Guild of NY panel. Panelists Included:
Sue Carlson, Norton
Daniel Cohen, Galvanized
Cynthia Clark, Elsevier
Katherine McCahill, Penguin Random House
and Peter Milburn, Wiley
Moderated by Kathy Sandler, Penguin Random House
Book Industry Guild of NY:
Website: http://bigny.org/
Twitter: BIGofNY
Facebook: BIGofNY
Using proven concepts from relationship marketing and social selling, course participants will learn how to expand, delight and build trust with their communities. This module will expose you to the latest in social media campaign tactics and chat hosting to keep your audiences engaged. Find out how to excite your audiences through acknowledgement, involvement, fun and greater good stories while earning their trust through responsiveness, consistency and generous sharing.
Creating Engaging Videos: Everything You Need To Know To Produce Authentic Co...Tinuiti
In this session, we partnered with video creative agency ReadySet to talk about how to create engaging, authentic videos that work across platforms, and how to measure their performance.
Social Media in Real Life: How YorkU won gold by bringing social to live eventsMark Farmer
York University won gold at the CASE awards for its live interactive social media projection project. Find out how they did it, how you can achieve great results with your own live projection, "gotchyas" to know beforehand and more.
Pitch Perfect: How to Gain Internal Buy-InmStoner, Inc.
You know that what your institution calls a brand is actually a logo and a worn tagline. It’s time to get serious about your brand positioning. You need research, critical thinking, creative brilliance, and a digital-first strategy. And you need a website that serves as the flagship for your newly articulated brand.
How do you get your senior leadership to understand and buy into the time and resources necessary for a branding initiative and website redesign done right?
In this webinar, mStoner and our branding partner BVK arm you with the tools — the data, the stories, presentation approach and techniques — you’ll need to build and deliver a persuasive pitch to your decision-makers.
What You'll Learn:
The process, timeline, and potential costs involved in a brand-to-website project.
Options and alternatives for sequencing work, particularly in the face of institutional milestones or strategic planning process.
Ways to justify a large investment using data and information that will resonate with your institution’s decision-makers.
With 17 weeks left until Giving Tuesday, the time to start planning your End of Year campaign is now. Our fundraising and user experience experts discuss tips, trends, and strategies to jump-start your End of Year planning.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
12. Traditional Media Ecosystem
PLAYERS
Institutional (99%)
Brands
Creative Agencies
Production Co’s
Broadcasters
Publishers
FORMATS
22 + 44 min eps
Movies of the week
:15/:30/:60 Sec Spot
Product Placement
Advertorial
Books, Mag & Print Ad
Billboard/shelter, etc.
Experiential
PLATFORMS
(Delivery Technology)
TV
Radio
Outdoor
Print
Independent (1%)
???
Cable Access
Indie Filmakers, Writers
and Publishers
Fan Fiction
12
21. The ‘New’ Media Model + Ecosystem
PLAYERS
Institutional (60%)
Brands
Creative Agencies
Production Co’s
Broadcasters
Media Publishers
Independent (40%)
Technology Players
Individuals AS Brands
Anyone can become a
Creative, Producer,
Broadcaster + Media
Publisher
FORMATS
PLATFORMS
(Delivery Technology)
22 + 44 min eps
:15/:30/:60 Sec Spot
Product Placement
Advertorial
Print Ad
Billboard
TV
Radio
Outdoor
Print
Experiential
Websites + Blogs
Desktop Apps
UGC (Vid, Img + Text)
Webisodes
Interactive Films
Viral ‘Ads’
Display Ads
Mobile Apps
Connected TV Apps
Desktop Browsers
Desktop OS (for apps)
Mobile Browsers
Mobile OS (for apps)
OTT Tech Boxes
Connected TV’s
Digital Displays
***Google Glasses
***Biometrics / Haptics
21
22. The ‘New’ Media Model + Ecosystem
PLAYERS
Institutional (60%)
Brands
Creative Agencies
Production Co’s
Broadcasters
Media Publishers
Independent (40%)
Technology Players
Individuals AS Brands
i.e. Anyone can
become a Creative,
Producer, Broadcaster
+ Media Publisher
FORMATS
Websites + Blogs
Desktop Apps
UGC (Vid, Img + Text)
Webisodes
Games
Interactive Films
Viral + Display ‘Ads’
Mobile Apps
Connected TV Apps
PLATFORMS
(Delivery Technology)
Desktop Browsers
Desktop OS (for apps)
Mobile Browsers
Mobile OS (for apps)
OTT Boxes + Consoles
Connected TV’s
Digital Displays
***Google Glasses
***Biometrics / Haptics
Apple = iOS + Apps + iTunes + iPhone/iPad
Google = Search Engine + Google Adwords + YouTube
Google = Android + Apps + Any Device + Goog Store
Amazon = Custom Android + Kindle + Product Dist.
Samsung = Custom Android + Connected TV’s
***Nike = Fuelband / NikeiPod + NikePlus
& Facebook, Twitter, Pintrest etc, create API’s 22
32. INTERACTIVE PROCESS
{Character + Predicament + Attempted Extrication}
- Who is this
now?
- If users can
reach back how does this
evolve the
predicament?
- If always online, and
collaborative - what does
this mean to resolutions
of stories?
32
36. We break every project into 3 phases:
STORY
+
FORM
+
FUNCTION
37. A DEFINED ITERATIVE CULTURE
Which has created a unique and proprietary PROCESS for:
Collaborative Ideation +
Interactive Storytelling
Creative, Design +
Production
Data Driven
Distribution
37
38. NEW PROCESS REQUIRES
• New types of teams
• New formats for story connection ‘hooks’
• An iterative approach to execution and refinement
• Proprietary technology, which gets better & better, the
more we utilize and deploy
• A distinct ability to monitor / use data to improve results
• Understanding of what connects and matters now, and
monitoring / anticipating what will matter next
• A growing, retained audience which we can re-ignite by
expanding new narratives
38
39. OUR TEAM IS MADE UP OF:
• Strategists
• Creative Producers / Story Engineers
• Art Directors + Designers
• HTML5, Unity, Flash, Front & Backend Developers
• iOS & Android Mobile Developers
• 2 & 3D / Motion Graphics Animators
• Social Media, Distribution & Activation Experts
• Data Driven Story Analysts
39
40. CREATE COMMON ASSUMPTIONS:
• No one cares about our story = Need to grab attention
• Characters = Key to attracting empathy & emotion
• Conflict / Predicament = create ‘stop & gawk’ moments
• Surprise = Twist the story, so you can’t look away
• Create a sense of ‘flow’ = Unconscious interaction
• No one has time for our story = Easy / lazy ask
• Users are living double lives = Need to appeal to both
• Aspiration = Users need to share / advocate to validate
40
49. Stanfield’s Results
• In less than 7 days, we reached our goal of 25,000 likes on
Facebook and reached 50,000 likes and $50K in 22 days.
• #1 Fastest growing social media campaign in
Canadian history
• Pulled in over 750,000 visits over the full 25 days.
• We streamed 3,266,515 minutes of video or 6.2 years
• Received coverage from every major TV network, Newspaper,
Radio Station and News Website in Canada
= 42 Million Media Impressions and ridiculous ROI
50. Stanfield’s Process & Learning
• Question why doe this matters to anyone?
• Stories with a purpose are inherently more meaningful to watch
• Cast and big ‘character’, who’s true story was real & unflappable
• Create the right ‘predicament’ that was novel and meaningful
• Let the story take the lead and the brand take the supporting role
• Engage audience in a dead simple ask = ‘Like’ to donate $1
• Plan ahead in detail, and then let the story unravel naturally
• Manage and respond when circumstances change
• Listen to the audience and respond the what they want
• Resolve and celebrate success, with the audience
• Think about how the story continues after you are done running
53. Big Brother Case Study & Reel
http://www.thesecretlocation.com/projects/big-brother-canada
54. Big Brother Results
On TV:
• 2.7 million Canadians tuning in weekly
Digitally:
• Over 1.3 million hours of streamed live feeds
• Over 23 million page views (over 30% Mobile)
• Record-setting engagement:
• 75,000 registered game users
• 500,000 votes in Power Play / Power Shift interactions
• 85,000 social shares, 53,000 Likes, 45,000 twitter follows
• 1st Canadian TV show to hit #SocialTV Top 10 last season
• Nominated for 2 Social TV Awards (ceremony July 16th).
55. Big Brother Process & Learning
• Gaining insight into existing behaviour is critical.
• Don’t invent behaviour - enfranchise existing behaviour.
• The audience already tells ‘the story they care about’ so think about
what they care about and then make that your story.
• Make it easier for them to share - and reward them.
• Competition creates great social stories.
• People love to be right and ‘get it right’ in front of friends.
• Creating ways to enable influence over narrative is critical.
• Surprise and twists make people stay longer and come back.
59. Playgrounds’ Results
• Over 65,000 app downloads in the first 2 months
• 95% Active user engagement and activity within the application
• Red Bull global adoption
• Currently in production, a new mandate for Secret Location to
expand and grow the application
Check it out here: http://redbull.ca/playgrounds
60. Playgrounds Process & Learning
• Project or a Product? - Decide what’s important about the story
• Characters / Aspiration is the key to sparking interest
• Simplicity is part of the storytelling
• Features & complexity of ‘on-boarding’ audience are problematic
• Tie into a similar story / auience on amplification & partner
platforms that matter to the audience you’re hoping to attract
• Learn and iterate as you grow - Product vs. Project means the
party never ends - prepare for the long tail of the story to evolve
61. Case Study (I wish was ours):
Chipotle ‘Scarecrow’
Digital Short Film + Game + Real World Reward
Disclaimer: Secret Location DID NOT Produce this project, we simply admire it.
Project Created by Chipotle and Moonbot Studios
62. Scarecrow Film on YouTube
http://www.youtube.com/watch?v=lUtnas5ScSE
63. Scarecrow Insights
From the outside looking in:
• Clear commitment to the message and execution at high level
• “Cultivate a Better World" extends existing messaging, and
creates a compelling narrative, tying into a cultural undercurrent
• Common purpose makes collaboration successful
• The Brand isn’t afraid to take a back seat to story
• The creative process itself can grab attention and add a layer to
the story that give audiences more content to share
• Story can be the gateway one form / format and lead
somewhere else, continuing that story in a seamless and more
engaging way.