Using Digital Storytelling in apps: marketing and creativity | #IWHE14 4th INTERNATIONAL WORKSHOP ON HIGHER EDUCATION Universitat de Vic // Tell me with an App // Armando Liussi, Academic Director of PG Digital Marketing Inesdi

1. TellmewithanApp
Usingdigitalstorytellinginappsfor
marketing,fromcreativity

2. Mando Liussi
@mandomando
mandomando.com
Helping leaders make the shift to social

3. D e c , 3 t h | T e l l m e w i t h a n A p p
Developer point of view
• Real App Strenghs
• User's supposed needs
• Business related supposed needs
• Company's supposed needs
• Brand's supposed needs
Goal?
SWOT?

4. D e c , 3 t h | T e l l m e w i t h a n A p p
User point of view
• Need-Use Timing
• Social context
• First time Motivation
• Usage: Fidelity & engagement

5. D e c , 3 t h | T e l l m e w i t h a n A p p
Company point of view
• Marketing
• Communication
• Productivity
• HR
• Control

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Brand point of view
• Visibility
• Popularity
• Reputation
• Conversion
• Virality

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Needs vs Values
Perception vs Realities

8. D e c , 3 t h | T e l l m e w i t h a n A p p
Fact:
Mobile growth is
moving into media,
advertising,
software, and
services
Read
more: http://www.b
usinessinsider.com/t
he-future-of-the-
mobile-industry-
2014-
11?op=1#ixzz3KjkKq2
Qx

9. D e c , 3 t h | T e l l m e w i t h a n A p p

10. D e c , 3 t h | T e l l m e w i t h a n A p p
Fact:
Mobile Messaging Apps Are Growing At The Cost Of
Social Networking Sites [Study]
Q3 2014 report | GlobalWebIndex
http://ow.ly/Fd1si

11. D e c , 3 t h | T e l l m e w i t h a n A p p
Fact:
3 downloaded apps in 2013 per 2 in 2014
Deloitte TMT Consumo movil España 2014
http://ow.ly/Fd2Uu

12. D e c , 3 t h | T e l l m e w i t h a n A p p
Needs vs Values
Perception vs Realities

13. D e c , 3 t h | T e l l m e w i t h a n A p p
Milestone

14. D e c , 3 t h | T e l l m e w i t h a n A p p
Milestone attributes
• Paths
• Tags
• Goals

15. D e c , 3 t h | T e l l m e w i t h a n A p p
Event

16. D e c , 3 t h | T e l l m e w i t h a n A p p
Event attributes
• Timing
• Place
• Environment
• Extras

17. D e c , 3 t h | T e l l m e w i t h a n A p p
Event attributes
• Timing
• Place
• Environment
• Extras
• Arrival time
• Duration
• Postdata

18. D e c , 3 t h | T e l l m e w i t h a n A p p
Event attributes
• Timing
• Place
• Environment
• Extras
• Macro Geo
• Micro Geo
• Building
• Room

19. D e c , 3 t h | T e l l m e w i t h a n A p p
Event attributes
• Timing
• Place
• Environment
• Extras
• Entities
• Identities
• Relationship state

20. D e c , 3 t h | T e l l m e w i t h a n A p p
Event attributes
• Timing
• Place
• Environment
• Extras
• Goals
• First community
• Newbies

21. D e c , 3 t h | T e l l m e w i t h a n A p p
Branded event

22. D e c , 3 t h | T e l l m e w i t h a n A p p
Branded Event attributes
• Timing
• Place
• Environment
• Extras

23. D e c , 3 t h | T e l l m e w i t h a n A p p
Branded Event attributes
• Timing
• Place
• Environment
• Extras
• Arrival time
• Duration
• Postdata

24. D e c , 3 t h | T e l l m e w i t h a n A p p
Branded Event attributes
• Timing
• Place
• Environment
• Extras
• Macro Geo
• Micro Geo
• Building
• Room

25. D e c , 3 t h | T e l l m e w i t h a n A p p
Branded Event attributes
• Timing
• Place
• Environment
• Extras
• Entities
• Identities
• Relationship state

26. D e c , 3 t h | T e l l m e w i t h a n A p p
Branded Event attributes
• Timing
• Place
• Environment
• Extras
• Goals
• First community
• Newbies

27. D e c , 3 t h | T e l l m e w i t h a n A p p
Every event deserves a story to tell

28. D e c , 3 t h | T e l l m e w i t h a n A p p
Every branded event
need a story to stick to,
to be efficient,
to be memorable

29. D e c , 3 t h | T e l l m e w i t h a n A p p
Tell me, I’ll forget
Show me, I’ll remember
Involve me, I’ll understand

30. D e c , 3 t h | T e l l m e w i t h a n A p p
nomophobia

31. TellmewithanApp

32. TellmewithanApp

33. TellInvolvemewithanApp

34. Using digital storytelling in apps
for marketing, from creativity
InvolvemewithanApp

35. D e c , 3 t h | T e l l m e w i t h a n A p p
Event

36. D e c , 3 t h | T e l l m e w i t h a n A p p
Event timeline

37. D e c , 3 t h | T e l l m e w i t h a n A p p
Event timeline
Event comesEvent is coming Grand Finale

38. D e c , 3 t h | T e l l m e w i t h a n A p p
Event timeline
Event comesEvent is coming Grand Finale
(brand point of view)
(branded)

39. D e c , 3 t h | T e l l m e w i t h a n A p p
Event timeline
Event comesEvent is coming Grand Finale
(brand point of view)
(branded)
leitmotiv /story

40. D e c , 3 t h | T e l l m e w i t h a n A p p
Event timeline
Event comesEvent is coming Grand Finale
(brand point of view)
(branded)
leitmotiv /story

41. D e c , 3 t h | T e l l m e w i t h a n A p p
Event is coming

42. D e c , 3 t h | T e l l m e w i t h a n A p p
Event is coming
• Timing
• Place
• Environment
• Extras
• Arrival time
• Duration
• Postdata
• Macro Geo
• Micro Geo
• Building
• Room
• Entities
• Identities
• Relationship state
• Goals
• First community
• Newbies

43. D e c , 3 t h | T e l l m e w i t h a n A p p
Event is coming
(brand point of view)
(branded)

44. D e c , 3 t h | T e l l m e w i t h a n A p p
Event is coming
(brand point of view)
desire

45. D e c , 3 t h | T e l l m e w i t h a n A p p

46. D e c , 3 t h | T e l l m e w i t h a n A p p

47. D e c , 3 t h | T e l l m e w i t h a n A p p

48. D e c , 3 t h | T e l l m e w i t h a n A p p

49. D e c , 3 t h | T e l l m e w i t h a n A p p
Event is coming
• Timing
• Place
• Environment
• Extras
• Arrival time
• Duration
• Postdata
• Macro Geo
• Micro Geo
• Building
• Room
• Entities
• Identities
• Relationship state
• Goals
• First community
• Newbies

50. D e c , 3 t h | T e l l m e w i t h a n A p p
Event is coming

51. D e c , 3 t h | T e l l m e w i t h a n A p p
Event timeline
Event comesEvent is coming Grand Finale
(brand point of view)
(branded)
leitmotiv /story

52. D e c , 3 t h | T e l l m e w i t h a n A p p
Branded event comes
(brand point of view)
property

53. D e c , 3 t h | T e l l m e w i t h a n A p p
Event comes
Simultweeting

54. D e c , 3 t h | T e l l m e w i t h a n A p p
Event comes
Simultweeting

55. D e c , 3 t h | T e l l m e w i t h a n A p p
Event comes
• Timing
• Place
• Environment
• Extras
• Arrival time
• Duration
• Postdata
• Macro Geo
• Micro Geo
• Building
• Room
• Entities
• Identities
• Relationship state
• Goals
• First community
• Newbies

56. D e c , 3 t h | T e l l m e w i t h a n A p p
Event comes

57. D e c , 3 t h | T e l l m e w i t h a n A p p

58. D e c , 3 t h | T e l l m e w i t h a n A p p
Grand finale

59. D e c , 3 t h | T e l l m e w i t h a n A p p
Grand finale
• Timing
• Place
• Environment
• Extras
• Arrival time
• Duration
• Postdata
• Macro Geo
• Micro Geo
• Building
• Room
• Entities
• Identities
• Relationship state
• Goals
• First community
• Newbies

60. D e c , 3 t h | T e l l m e w i t h a n A p p
Grand finale
(brand point of view)
branding

61. D e c , 3 t h | T e l l m e w i t h a n A p p
Grand finale
• Timing
• Place
• Environment
• Extras
• Arrival time
• Duration
• Postdata
• Macro Geo
• Micro Geo
• Building
• Room
• Entities
• Identities
• Relationship state
• Goals
• First community
• Newbies

62. D e c , 3 t h | T e l l m e w i t h a n A p p
Grand finale

63. D e c , 3 t h | T e l l m e w i t h a n A p p
oneappformeTribe’s apps

64. D e c , 3 t h | T e l l m e w i t h a n A p p
oneappforme
“Ego” App

65. D e c , 3 t h | T e l l m e w i t h a n A p p

66. D e c , 3 t h | T e l l m e w i t h a n A p p

67. D e c , 3 t h | T e l l m e w i t h a n A p p

68. D e c , 3 t h | T e l l m e w i t h a n A p p
3 new apps per day

69. D e c , 3 t h | T e l l m e w i t h a n A p p

70. D e c , 3 t h | T e l l m e w i t h a n A p p
• Instagram platform developers
• Global shopping network which
connects brands and retailers
• Shoppable photos, rights
management and analytics
• News and media publishers to
search, request and publish
• Deliver customer service over
social media at a large-scale

71. D e c , 3 t h | T e l l m e w i t h a n A p p

72. D e c , 3 t h | T e l l m e w i t h a n A p p
Every branded event need a story to stick to,
to be efficient, to be memorable
TellmewithanApp
Show mewithanApp
InvolvemewithanApp

73. D e c , 3 t h | T e l l m e w i t h a n A p p
MandoLiussi
@mandomando
mandomando.com
thanksandstayintouch!

74. D e c , 3 t h | T e l l m e w i t h a n A p p
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Photo credits