Five Principles forStorytelling in aMulti-Screen
World Dirk Shaw | Head of Social@Ogilvy West July 2012

How do you execute an
integrated approach toenterprise storytelling across a vastcommunications ecosystem in a compelling,continuous manner across multiple screens?

Silos will be broken, stories
will bestronger than ever to resonate withthe consumption habits of our ever-evolving audience tailored to theplace and time they choose tointeract with us.

Our narrative will also evolve,
from a single point in apress release or advertisement to a living entity thatdevelops fully over the course of weeks or monthsacross multiple platforms.

Let’s first look at media
consumptiontrends shaping why we need toengage in multiscreen storytelling. http://www.flickr.com/photos/skypeconversations/4663159138/sizes/l/in/photostream/

People are makingmore time for
mediaconsumptioneMarketer estimates that the average adultconsumes more than 11 hours of media content perday. In November 2011, Facebook alone accountedfor an average of 6.6 hours of US social networkusers’ time during the month.

Ways that US Internet Users
Talk Online AboutBut, its happening the TV Ads They Are Watching, by Simultaneous Device Used*,across multiplescreens at the same 30time. 22.5 15 7.5 0 Smartphone Computer Tablet Text/email/IM with friends about ads Social network with online communities about ads Voice chat with friends about ads Social network with friends about ads Forums blogs or ads website about ads source: eMarketer

Which has accelerated the growth
of the“Second Screen,”. The second screenenables us to create a coordinatedand even synchronous conversationacross media.

The increase in multi-screening,coupled with
time spent onsocial channels means existingcontent creation strategies needto evolve.

Five principles formulti-screenstorytelling

1. Act Like A PublisherThe
growth of social and mobile channels makes it challenging to tell aconsistent story but also provides a great payoff when it can beorchestrated in a way that ladders back up to the brand level. In order toachieve this level of consistency there needs to be a single editorialstrategy to align all social content to the global brand messaging,products and proof points.

2. Plan A Multi-Channel NarrativeThe
new path to purchase is not a straight line anymore. Platform, devicesand location provide new opportunities to continuously unfold the narrativein a way that is optimized for the context in which it is being consumed. Todeliver an always on content experience the story arc will be scriptedacross multiple channels with clear calls to action that allow people toengage deeper with the content and the community.

3. Be Creatively SwiftActing at
the speed of social requires a new creativemindset that understands how to create experiences thatare social by design and can move from idea to executionin a rapid manner while staying true to the brand.

4. Use content to build
relationships: Conversation mixToo much of the coordination across screens is stillbroadcasting what is happening somewhere else. Knowing theaudience, their needs and what they find valuable allows the FEATURE: Strictly related to product featuresstory to be tailored in ways that are unique to the audience, 25%platform and context. Keeping each of these in mind whilecreating content ensures were always surprising and delightingour audience with great content whenever theyre ready tointeract with it. BRAND: Related but not strictly product focused 25% TOPIC: directly related to brand but not purely brand message 50 % Volume of Content

5. Cross discipline collaboration:Telling a
brand story is everyone’s job. In order to beconsistent, swift and persuasive a tight integration must becreated within the organization and across agency partners. Communications Marketing Strategy Editorial Mgt Creative Legal Measurement Platforms Sales

Understanding youraudiences multi-screening behaviorswill open
newopportunities to moredeeply engage in afluid dialog withconsumers acrossmultiple platforms inreal-time.

Contact: Dirk Shaw Head of
Social@Ogilvy West Email. Dirk.shaw@ogilvy.com dirkmshaw@tumblr.com Twitter. @dirkmshaw John Bell Global Managing Director Email. john.bell@ogilvy.com Blog. http://johnbell.typepad.com Twitter. @jbell99

About Social@OgilvySocial@Ogilvy is the largest
social media marketing communications network in the world.Named 2011 Global Digital/Social Consultancy of the Year by The Holmes Report, thepractice leverages social media expertise across all Ogilvy & Mather disciplines, offering anextensive list of services within the foundational business solutions – Listening andAnalytics; Social Business Solutions; Social Media Marketing and Communications; SocialShopping; Social CRM; Social Care; and Conversation Impact.For more information, visit social.ogilvy.com ad connect with us at www.facebook.com/socialogilvy, www.twitter.com/socialogilvy, www.slideshare.com/socialogilvy