In Digital Marketing Today we teach students the importance of being a digital storytelling for their brand. Storytelling is a build on content marketing - marketing campaigns that entices customers first, and sells a product second. Huge thanks to J-P de Clerk and Eric Toda for influencing this lecture.

1. Storytelling
Lecture #7: Digital Storytelling
UGBA 198 - Fall 2016
Haas School of Business, Berkeley
Julian Gamboa-Ramos

2. The process of making a connection with the
customer first, and selling a product second.
● Storytelling is an expansion on content marketing.
○ Entice your customer with possible life scenarios.
■ “Attain the unattainable.”
○ Make audience feel something for your product.
○ Lead culture, do not follow it.
Storytelling

3. Storytelling may focus on one or all:
● Narrative
● Language
● Produced Content
● User Generated Content
● Community
● Analysis
The Art Of Storytelling

4. What is the story and narrative behind
everything you do as a brand?
● What does your brand represent?
● Platform features: one-on-one interaction?
● Presentation: active viewer vs. passive viewer?
● Describe “Coca-Cola”
Narrative

5. Coca-Cola | Together is Beautiful

6. How do you actually connect with people
in the language they understand best?
● Correct usage, know the platform!
○ Used correctly - praise and participation.
○ Used wrongfully - criticized and ridiculed online.
○ Recycle content wisely!
Language

7. Taco Bell | Snapchat Film

8. What types of stories appeal to your
content marketing “personas”?
● Establish or change the perception of your product.
○ Sell them an experience, not a product/service.
● Marketing touches on human emotions.
○ Can your content make the consumer feel anything?
○ Can that feeling be associated with your product?
Produced Content

9. Airbnb | #LiveThere

10. What about the stories your customers
and ‘audiences’ are already telling?
● How are your users utilizing or interacting with your
product? What stories do they hold?
○ Humanize the results of your product or service.
○ What stories does your product convey to users?
○ Showcase “If they could do that, so can I” idea.
User Generated Content

11. Adobe | 10 Websites, 10 Days

12. How can you use storytelling in less
branding-related ways?
● Influencers
○ People trust people more than companies.
○ “Humanizes” your marketing campaign.
■ Not solely to sell product, but interaction!
Community

13. HP & Zach King | #BendTheRules

14. How do you make use of digital information
and the user-generated content?
● Platform metrics
○ Platform positioning is of utmost importance!
● Functionality
○ How does interaction work in the chosen platform?
● Consumer behavior
○ Would they click your links? Swipe up? Double-tap?
Analysis

15. The Voice on Snapchat