This document discusses storytelling and understanding the user's journey online. It explains that every online user is on a life journey in the digital space, sharing their story and digital footprint. It explores why people go online, such as for discovery, knowledge, acceptance, differentiation, validation, and to fulfill needs. It discusses different types of digital citizens and how user's journeys and needs can be understood. The document also examines how to create engaging content by making emotional connections, developing stories for the right audiences at the right time, and using key principles like developing atomized, thumb-friendly content franchises. It emphasizes using visuals over text in stories and providing content that makes audiences cry, laugh, or feel surprised/provoked

1. U N D E R S TA N D I N G
T H E U S E R ’ S J O U R N E Y
A N D
S TO RY T E L L I N G
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2. Storytelling has always been SOCIAL
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3. Legends, Heroes, Villains are
made out of stories told by others.
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4. Our lives are like pieces of fabric woven
together with stories.
We escape our realities which are stories
in their own right into other people’s
stories which are fantasies.
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5. A story is journey…
Every online user is on a
life journey in the digital space…
sharing their story with their digital footprints
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6. Why are we online?
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7. What made us MOVE from
terrestrial life into digital life?
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8. Discovery
Knowledge
Acceptance
Differentiation
Validation
Impact
To fulfil a
NEED
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9. Classification of Digital citizens
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10. Digital Aliens
Digital Migrants
Digital Natives
Digital Integrators
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11. User’s Journey And Hierarchy of Needs
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12. What moves people?
What make them act?
CONTENT? CONTEXT?
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13. In the NOW…There is a convergence between
CONTENT and CONTEXT,
We need TRIGGERS to make stories resonate
and scale.
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14. What are triggers?
Emotional stimuli that cause people to act on stories.
PASSION POINTS
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15. Passion points /
Conversation drivers
Salient emotions/motives
Relationship
Reflect and build perception on love, family, sex, marriage, loyalty and
friendship through online interactions. Cultural views on all types of
relationships. Strengthen network for personal motives
Sports
Football Club fraternity; team rivalry; the pleasure of winning; shared
experience in real time.
Entertainment
Update on celebrity gossip; consume new content on the go via
streaming and downloads; follow or create new trends; have fun with
anyone who care
Inspiration/Religion Validate self righteousness; sober reflection; need to inspire others
Politics
Venting platform to air dissatisfaction; fuel opinions; unsolicited
government advisory; stay in the know - knowledge is power.
Breaking News Stay ahead of others; eliminate ignorance
Business/Career
Increase awareness for business, build online profile for business/
career, strengthen business/career networks
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16. How to create right triggers in your stories
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17. M A K E C O N N E C T I O N S
Learn and immerse yourselves in people,
insights and data.
Become a story hacker.
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18. Audience first
Develop right stories and deliver them to
the right people at the right time.
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19. K E Y P R I N C I P L E S
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20. Stories & facts:
You have the luxury of sharing the personal moments of your audience but
to enjoy that luxury you need to feed them with the right stories. Stories with
truths, the more universal the human truth, the more it will resonate with a
larger audience, the more it will scale and stick.
Atomized content:
Developing high-quality stories that resonate, are a part of a whole, but can
stand alone. Don’t overload your audience; Focus on quality over quantity. -
Atomized content is more memorable, and therefore it is more effective.
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Cited and revised from: https://facebook.exceedlms.com

21. Thumb friendly: Your content must have the ability to stop the thumb from
scrolling/moving to the another webpage. Sight, sound and motion - are
another sure-fire way to be thumb friendly.
Content franchise:
Thematically linked
Own able
Repeatable
Stackable
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Cited from: https://facebook.exceedlms.com

22. D E S I G N
80/20 RULE:
80% Visuals (Stills and videos)
20% Text
Less is more
Understand the power of visual stimulation.
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23. B E D E L I G H T F U L
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24. Make Me Cry
Make Me Laugh
Surprise/Provoke Me
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Image credit: Gregory Gill/ flickr
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25. – S E U N A G B E L U S I
Brand storyteller for advertising, digital marketing, content marketing and filmmaking
s.agbelusi@gmail.com
“ Thank you.”
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