Five Principles for Storytelling in
a Multi-Screen World Dirk Shaw | Head of Social@Ogilvy West July 2012

How do you execute an
integrated approach to enterprise storytelling across a vast communications ecosystem in a compelling, continuous manner across multiple screens?

Silos will be broken, stories
will be stronger than ever to resonate with the consumption habits of our ever- evolving audience tailored to the place and time they choose to interact with us.

Our narrative will also evolve,
from a single point in a press release or advertisement to a living entity that develops fully over the course of weeks or months across multiple platforms.

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

People are making more time
for media consumption eMarketer estimates that the average adult consumes more than 11 hours of media content per day. In November 2011, Facebook alone accounted for an average of 6.6 hours of US social network users’ time during the month.

Ways that US Internet Users
Talk Online About But, its happening the TV Ads They Are Watching, by Simultaneous Device Used*, across multiple screens at the same 30 time. 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 screen enables us to create a coordinated and even synchronous conversation across media.

The increase in multi-screening, coupled
with time spent on social channels means existing content creation strategies need to evolve.

Five principles for
multi-screen
storytelling

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

2. Plan A Multi-Channel Narrative
The new path to purchase is not a straight line anymore. Platform, devices and location provide new opportunities to continuously unfold the narrative in a way that is optimized for the context in which it is being consumed. To deliver an always on content experience the story arc will be scripted across multiple channels with clear calls to action that allow people to engage deeper with the content and the community.

3. Be Creatively Swift Acting
at the speed of social requires a new creative mindset that understands how to create experiences that are social by design and can move from idea to execution in a rapid manner while staying true to the brand.

4. Use content to build
relationships: Conversation mix Too much of the coordination across screens is still broadcasting what is happening somewhere else. Knowing the audience, their needs and what they find valuable allows the FEATURE: Strictly related to product features story to be tailored in ways that are unique to the audience, 25% platform and context. Keeping each of these in mind while creating content ensures we're always surprising and delighting our audience with great content whenever they're ready to interact 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 be consistent, swift and persuasive a tight integration must be created within the organization and across agency partners. Communications Marketing Strategy Editorial Mgt Creative Legal Measurement Platforms Sales

Understanding your audiences multi- screening
behaviors will open new opportunities to more deeply engage in a fluid dialog with consumers across multiple platforms in real-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@Ogilvy Social@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, the practice leverages social media expertise across all Ogilvy & Mather disciplines, offering an extensive list of services within the foundational business solutions – Listening and Analytics; Social Business Solutions; Social Media Marketing and Communications; Social Shopping; 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