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How to Become a Stronger Storyteller

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Visually partnered with Tint to bring you this webinar on the power of storytelling and how you can use storytelling to take your marketing to the next level.

Published in: Marketing
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How to Become a Stronger Storyteller

  1. 1. HOW TO BECOME A STRONGER STORYTELLER
  2. 2. SPEAKERS Stephanie Castillo Visually Marketing Manager @StephanieIvania Jose Gallegos TINT Community Strategist
  3. 3. About Visually
  4. 4. About TINT TINT is a platform that allows you to collect, moderate, and display social media content onto any screen. Trusted by over +45,000 brands in 170 countries. Where your content and community comes together.
  5. 5. AGENDA •Brief History of Storytelling •The Science of Storytelling •Challenges in 2016 •Storytelling Strategies •Q & A •Amazon Giftcard Giveaway
  6. 6. Can marketers be storytellers? How do you separate storytellers from content producers? Source: Salesforce
  7. 7. STORYTELLING AS A BUZZWORD
  8. 8. Unpacking the buzz ● Snackable content, ROI, growth hacking, storytelling ● Trend or evergreen? ● Stories are agents of change
  9. 9. HISTORY OF STORYTELLING AND WHAT WE CAN LEARN
  10. 10. Once upon a time... The earliest form of storytelling that has been discovered is from the caves in the Pyrenees Mountains in France dating between 15000-13000 BC source: http://www.theatlantic.com/health/archive/2014/11/the-psychological-comforts-of-storytelling/381964/
  11. 11. Evolution of Storytelling source: http://www.theatlantic.com/health/archive/2014/11/the-psychological-comforts-of-storytelling/381964/
  12. 12. Storytellers source: http://www.theatlantic.com/health/archive/2014/11/the-psychological-comforts-of-storytelling/381964/
  13. 13. What can we learn from our Ancestors? source: http://www.theatlantic.com/health/archive/2014/11/the-psychological-comforts-of-storytelling/381964/ ● Storytelling is an evolutionary mechanism that helped keep our ancestors alive.The theory is that if I tell you a story about how to survive, you’ ll be more likely to actually survive than if I just give you facts. ● A narrative works off of both data and emotions, which is significantly more effective in engaging a listener than data alone.
  14. 14. THE SCIENCE OF STORYTELLING
  15. 15. The Science of Storytelling • Cognitive Load Theory explains that our minds can easily become overloaded if required to process too much complex information. • Once our brains reach capacity, information passes through our minds, but does not stick. source: http://www.ethos3.com/2015/01/how-to-minimize-the-extraneous-load-of-your-presentations/
  16. 16. Data Vs Stories source: http://www.slideshare.net/acdowd/bba-present-anpd2015
  17. 17. WHY WE NEED TO TELL BETTER STORIES
  18. 18. Content Engagement Across 2013 and 2014 the output of content per brand increased by 78%, but content engagement decreased by 60% Source: TrackMaven
  19. 19. Did you know… The average human attention span in 2000 was 12 seconds, and by 2013 it was 8 seconds. That puts us one second shorter than a goldfish.
  20. 20. Ad-blocking In 2015, U.S. adblocking grew by 48% to reach 45 million active users. Of those surveyed not currently using ad-blocking, 41% say they would consider using the tool if the quantity of ads typically increased Source: PaigeFair and Adobe
  21. 21. Consumer Preferences 56% of U.S. consumers said the number of brands they consider for a given product or service has increased significantly over the past 10 years Source: Accenture
  22. 22. Attention Spans + Competitive Market + New Media Challenges in 2016
  23. 23. HOW DO YOU TELL BETTER STORIES?
  24. 24. “Storytelling -- is joke telling. It's knowing your punchline, your ending, knowing that everything you're saying, from the first sentence to the last, is leading to a singular goal, and ideally confirming some truth that deepens our understandings of who we are as human beings.” - Andrew Stanton, Pixar
  25. 25. The Journey The hero’s journey is the common template successful movies have followed and can help your brand become a rockstar
  26. 26. Crafting the Story ● 3 act structure ● Setting & Characters: Your brand and value prop / others in your space ● Problem: Audience pain points ● Rising action: How does your brand fit in? ● Climax: The solution ● Falling action: Next steps ● Denouement: Advocacy
  27. 27. Does your brief measure up?
  28. 28. Need help finding your story?
  29. 29. Buzzfeed’s Emotional Appeals
  30. 30. Online Storytelling
  31. 31. WHAT GOOD STORYTELLING LOOKS LIKE
  32. 32. Art.com ● Snackable videos on its Facebook page ● DIY and home decor projects ● Priming customers for next purchase (and getting likes!)
  33. 33. Survey Monkey • Explainer video • Simple and easy to understand • Shows depth of the product and use cases
  34. 34. NEW TRENDS
  35. 35. Interactive Storytelling ● Data analysis, web design, journalism ● Audience participation ● Sponsored posts
  36. 36. Bringing Offline Stories Online ● The rise of UGC ● Let your audience tell your brand story ● Authenticity is Key
  37. 37. TAKE-AWAYS
  38. 38. Closing Thoughts • Storytelling make data resonate • A powerful story should be the backbone of brand’s overarching message • Action items: Listen, digest, and share Source: Treprep
  39. 39. Q&A
  40. 40. AMAZON GIFTCARD GIVEAWAY
  41. 41. THANK YOU! Visually Blog: http//blog.visual.ly Contact Visually: hello@visual.ly Follow us! @Visually Tint Blog: http://www.tintup.com/blog/ Follow us! @Tint

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