Storytelling in the Engagement Economy

1. M A R K E T I N G N AT I O N L O N D O N Storytelling In the Engagement Economy Michael Brenner Author and CEO Marketing Insider Group @brennermichael

2. The Engagement Economy

3. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N

4. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N LinkedIn 2003

5. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N LinkedIn 2003 Facebook 2006

6. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N LinkedIn 2003 Facebook 2006 iPhone 2007

7. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N LinkedIn 2003 Facebook 2006 iPhone 2007 Snapchat 2011

8. @BrennerMichael

9. Marketing Has a Marketing Problem @BrennerMichael

10. Value > Volume

11. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N It still looks a lot like volume

19. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N CEOs @BrennerMichael

20. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N 68% OF CEOS EXPECT MARKETING TO DELIVER REVENUE! ~ CMO COUNCIL SURVEY (DEC. 2016) @BrennerMichael

21. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N B2B CMO’s greatest challenge is showing measurable ROI. B2B Marketers claim measuring marketing effectiveness is their greatest challenge CEOs Expect Marketing To Deliver ROI @BrennerMichael

24. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N “WE NEED TO BE ON INSTAGRAM” “GET ON INSTAGRAM ASAP!”

25. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N “WE NEED TO BE ON INSTAGRAM” “GET ON INSTAGRAM ASAP!” FIGURE OUT INSTAGRAM

26. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N THREE WEEKS LATER

28. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N “WHAT’S UP WITH INSTAGRAM” “COME ON FOLKS!” BUY ADS ON INSTAGRAM

29. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N THREE WEEKS LATER

33. @BrennerMichael

34. ≠ @BrennerMichael

35. @BrennerMichael @BrennerMichael

36. @BrennerMichael

37. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N DRIVE REVENUE DO SOMETHING DO STUFF

38. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N WHO DO. ALL. THE. STUFF.

39. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N STOP DOING MORE, MORE, MORE. START ENGAGING OUR CUSTOMERS THROUGH STORYTELLING

40. @BrennerMichael CharityBusiness Instinct Storytelling What Brands Publish What Customers Want Empathy

42. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N STORYTELLING PLATFORMS ARE ASSETS YOU OWN WITH REAL VALUE THAT GROWS OVER TIME. NEED PROOF…

43. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N - 100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Traffic #Articles Marketing Revenue

45. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N Mauris quam dolor, cursus at porta et, luctus eget purus. Nunc tempor luctus interdum. Name Here Mauris quam dolor, cursus at porta et, luctus eget purus. Nunc tempor luctus interdum. Name Here Mauris quam dolor, cursus at porta et, luctus eget purus. Nunc tempor luctus interdum. Name Here

46. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N The industries we serve How awesome we are The solutions we sell how much better we are than the competition

47. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N @BrennerMichael

48. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N 2014 Best Company Gold award for 2012 Best Company Bronze award for 2013 Best Company Silver award for

52. The SIGNIFICANT OBJECTS Project “Stories are such a powerful driver of emotional value that their impact can be measured objectively.”

53. PURCHASE PRICE: $1.49 SALE PRICE: $198 @BrennerMichael

54. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N Storytelling is the key to success in the engagement economy BUT HOW DO WE TELL BETTER STORIES? @BrennerMichael

56. @BrennerMichael 1985: $10M 2006: $7B

58. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N “We can’t tell the story Disney wants… “The story we need to tell is about sisters, growing up, and not being ‘Frozen’ in the face of fear.”

59. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N A b y s s Death & Rebirth Call to Adventure Supernatural aid Threshold Guardian(s) (Gift of the Goddess) R E T U R N K N O W N U N K N O W N Threshold (beginning of transformation) Transformation Atonement Mentor Helper Helper

60. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N Your Big Idea € Reluctant Hero € Called to adventure € Goes on a journey € Challenge / obstacle € Overcomes / Transformation € Resolution @BrennerMichael

61. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N Stories € You € Call to action: Tell Stories € Journey to tell better ones? € Boss makes us do stuff € Become storytellers € Bigger impact = Hero @BrennerMichael

62. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N €Once upon a time . . . €Every day . . . €One day . . . €Because of that . . . €Because of that . . . €Until finally @BrennerMichael

63. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N €Widowed fish named Marlin €Warns Nemo of danger €Nemo swam into the open water €He was captured by a diver €Marlin traveled the ocean / met Dory €Marlin and Nemo are reunited @BrennerMichael

64. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N@BrennerMichael

65. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N@BrennerMichael

66. @BrennerMichael CharityBusiness Instinct Storytelling What Brands Publish What Customers Want Empathy

67. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N Director, Content Cleveland Clinic

68. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N Director, Content Cleveland Clinic

69. VIDEO

75. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N 3-5 posts / week

79. @BrennerMichael

81. Marketing Is A Business Asset @BrennerMichael

82. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N How Do We Push Back Against VOLUME?

83. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N Marketing Manager CapGemini Annual Goal: 1. Increase Revenue 2. Elevate our Experts

85. @BrennerMichael

86. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N P h i l M i c k e l s o n C h r i s t e l B o e l j o n T i g e r W o o d s

87. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N Sponsor a Golfer? Sponsor a Golfer!!! Pushed back

88. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N THE PUSH BACK 1. WHY DOES THIS MATTER 2. WHAT IS THE IMPACT 3. HOW WILL THIS BE MEASURED

89. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N THE PUSH BACK 1. Why? Increase Awareness 2. Impact? More Sales 3. Measured? Uhhhhhhhhhh….

90. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N Ask: 0.1% sponsorship Goal: Raise Awareness Measure: 1M visitors

91. CUSTOMER INSIGHTS MARKETING WHAT ELSE? Services Product Use Content Consumption Training Satisfaction Fulfillment Account Managers Billing Advocacy Sales Web Email 3rd Party Mobile Events Direct Mail Social SEO/SEM Ads

92. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N Ask: 0.1% sponsorship Goal: Raise Awareness Result: 1M+ visitors Result: $1 Million in Sales

93. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N P h i l M i c k e l s o n C h r i s t e l B o e l j o n T i g e r W o o d s

94. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N Sponsor a Golfer? Sponsor a Golfer!!! Pushed back (again)!

95. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N Great IdeasSuccess Bureaucracy Kill Great Ideas

96. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N Results : $24 Million in Sales Employee Connections +37% Ask: Double the budget Measure: Double Awareness and Sales

97. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N @BrennerMichael THE PUSH BACK Allows us to bridge the gap between the expectation to get RESULTS and the requests we get from the organization.

99. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N What Kind of Stories Should We Tell?

100. What the world wants What you know What you love Just a dream Happy but poor Bored #WIN @BrennerMichael

105. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N 3% employees 30% clicks 10X connections

106. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N Help them tell their stories!

107. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N WE CAN’T MAKE EMPLOYEES CARE ABOUT OUR COMPANY, OUR CONTENT, OUR CUSTOMERS @BrennerMichael

108. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N What’s In It For THEM? @BrennerMichael Grow connections01 Build personal brand02 Propel your career03

109. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N 1-2 post / month Reached 23 Million 60,000 clicks 1-2 post / month 22 Million 58,000 clicks 1-2 post / month 18 Million 49,000 clicks

110. W E L C O M E T O T H E E N G A G E M E N T E C O N O M YW E L C O M E T O T H E E N G A G E M E N T E C O N O M Y M A R K E T I N G N AT I O N L O N D O N 3 employees 3-6 posts / month 63 Million Impressions 167,000 clicks

113. € Once upon a time . . . € Every day . . . € One day . . . € Because of that . . . € Because of that . . . € Until finally YOUR STORY . . .

114. M A R K E T I N G N AT I O N L O N D O N Thank You! Michael Brenner Author and CEO Marketing Insider Group @brennermichael

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