Sebastian Hejnowski: The art of storytelling in a digital world
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The document discusses discovering and telling your brand story through strategic questions, defining the story, understanding the audience, and dynamic storytelling. It provides tips for an effective story engagement blueprint including paying attention to the competition and owning the moment. Rules for contagious content that spreads include being purposeful, insightful, easy to engage with and entertaining. Metrics for measuring storytelling success include impressions, volume, click-through, engagement, virality, and sentiment.
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Sebastian Hejnowski: The art of storytelling in a digital world
- 4. Discovering you story 1. Your story landscape KILLER QUESTIONS 1. What is your strategic business objective? 2. Describe your operating environment? 3. What is your communication objective? 4. Who are you targeting? 5. What is the competition doing?
- 5. Discovering your story 3. Your story THE STORY YOU need to TELL Defining
- 6. Discovering your story 4. Understanding your audience WHO are they? WHERE are they? WHAT are they talking about? What are they SAYING about you? Who do they LISTEN to?
- 7. Discovering your story 4. Understanding your audience ONLINE INSIGHT
- 9. Dynamic storytelling 1. Plan Think like a PUBLISHER PLAN IMPROVISE RESPOND editorial council
- 10. Dynamic storytelling 1. Plan The Story Engagement Blueprint Across paid, owned and earned media
- 11. Dynamic storytelling 2. Improvise IMPROVISE own the moment
- 12. Reactive Content: Amstel Bier ‘Boston Bruin Bar Tab’
- 13. Creative storytelling 1. Transmedia creative PAID EARNED OWNED
- 14. Creative storytelling 2. 7 Rules of contagious content Rules of contagious content: It MUST be • purposeful • insightful • easy to engage with • entertaining, rewarding or informative It SHOULD • leverage themes and trends • unify • play on emotion
- 15. Contagious Content: Oreos ‘Seasonal Celebrations’
- 16. 1. Impressions reach 2. Volume the number of conversations created/infiltrated 3. Click-through transmedia transfer efficiency) 4. Engagement % of total audience/fan base and reach 5. Virality total aggregate shares & likes Sentiment PRE Sentiment POST Net REPUTATION score
Editor's Notes
- Ladies and Gentelman.I am Sebastian Hejnowski, CEO of MSLGROUP in Poland and responsibleinthe company for CEE region. MSLGROUP is a part of Publicis Group and isEurope’slargerst PR consultancy. I wouldlike to speak to youtodayabouttheart of storytelling. Somethingthathasbeenadvertisingdomain for years and itisdefinitelytakenover by PR companies. Thereis a simplereason for this. PR putsthings as theyare. Consumer expectrealsubstance to be behindeverybrand. People want to believeinthegoal of thebrand, they want faithinyoursuccess and your story.
- To understandaudience PR companiesuse and delvelopesophicticatedtools. Theeasiest part issocial media monitoring, but itgoesdeeperintodetermingwhattheconversationsareabout, whoiskeytheinfluencer, wheretheconversationiscarried. We usefull set of technology companies and increasingly we cooperatecloselywithresearchinstitutes. We alsoneed to investinourowncapabilities as a consultancybecausetheamount of data deliveredneed to be analyzed and broughtintoactionablefindings.
- Representing print, broadcast and social media
- Clients should be ready to react to topical items that are relevant to them. Usain Bolt ishere because he is a master at using moments in the spot light to build his brand.
- The rise of transmedia storytelling can be attributed to three dynamics around how people create, consume and share stories today. First, people are consuming news and entertainment in byte-sized pieces, on smart phones and tablets, often on-the-go, leading to new opportunities to create cross-platform, location-aware storyworlds. Second, people have access to so much content that they are filtering most of it, except for content they are most passionate about. Third, people are simultaneously acting as consumers, curators and creators of content, making it possible to create non-linear storyworlds that grow through their participation.We understand that content now needs to work across different media types and different social platforms.
- In order for themessage to becomesharedthecontentneeds to be contagiousItis a lot to askfrom one campaign
- As we deploystorytellinapproach we arebecomingmore and morerelevant partner not only to themarketers but also to theboards of companies. Therefore we need to provide a clear ROI indicators. We start with a natural one, whichisreach of a messagecounted by impressions. We go furtherwithnumber of conversationscreated and click-throughratio. We count engagement and finaly we countvirality. Thelast element isaddingallshares and likes to show ushowpassionateourconsumersareaboutthebrand and the story itcarries