SlideShare una empresa de Scribd logo
1 de 17
Descargar para leer sin conexión
Five principles for
storytelling in a multi-
screening world.



                  Dirk Shaw, Senior Vice President
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.
CONNECT WITH ME

         Dirk Shaw,
         Head of Social@Ogilvy West
         @dirkmshaw
         www.dirkshaw.com
         dirkmshaw@tumblr.com

Más contenido relacionado

La actualidad más candente

2015 State of Native Advertising - Trends and Best Practices
2015 State of Native Advertising - Trends and Best Practices 2015 State of Native Advertising - Trends and Best Practices
2015 State of Native Advertising - Trends and Best Practices TripleLift
 
5 Fantastic Interactive Campaigns
5 Fantastic Interactive Campaigns5 Fantastic Interactive Campaigns
5 Fantastic Interactive CampaignsZembula
 
LinkedIn Marketing Solutions 2013
LinkedIn Marketing Solutions 2013LinkedIn Marketing Solutions 2013
LinkedIn Marketing Solutions 2013Blake Boznanski
 
Social@Ogilvy Facebook Timeline for Brands POV
Social@Ogilvy Facebook Timeline for Brands POVSocial@Ogilvy Facebook Timeline for Brands POV
Social@Ogilvy Facebook Timeline for Brands POVGeoffrey Colon
 
How To Develop Smart Mobile Marketing Strategies
How To Develop Smart Mobile Marketing StrategiesHow To Develop Smart Mobile Marketing Strategies
How To Develop Smart Mobile Marketing Strategiesbnikolaou
 

La actualidad más candente (6)

Flick me
Flick meFlick me
Flick me
 
2015 State of Native Advertising - Trends and Best Practices
2015 State of Native Advertising - Trends and Best Practices 2015 State of Native Advertising - Trends and Best Practices
2015 State of Native Advertising - Trends and Best Practices
 
5 Fantastic Interactive Campaigns
5 Fantastic Interactive Campaigns5 Fantastic Interactive Campaigns
5 Fantastic Interactive Campaigns
 
LinkedIn Marketing Solutions 2013
LinkedIn Marketing Solutions 2013LinkedIn Marketing Solutions 2013
LinkedIn Marketing Solutions 2013
 
Social@Ogilvy Facebook Timeline for Brands POV
Social@Ogilvy Facebook Timeline for Brands POVSocial@Ogilvy Facebook Timeline for Brands POV
Social@Ogilvy Facebook Timeline for Brands POV
 
How To Develop Smart Mobile Marketing Strategies
How To Develop Smart Mobile Marketing StrategiesHow To Develop Smart Mobile Marketing Strategies
How To Develop Smart Mobile Marketing Strategies
 

Destacado

How Chinese Teens Use Digital: Getting to Know Your Customers of Tomorrow
How Chinese Teens Use Digital: Getting to Know Your Customers of TomorrowHow Chinese Teens Use Digital: Getting to Know Your Customers of Tomorrow
How Chinese Teens Use Digital: Getting to Know Your Customers of TomorrowLabbrand
 
Programma kopenhagena danija
Programma kopenhagena danijaProgramma kopenhagena danija
Programma kopenhagena danijaconsumerenergy
 
Acute care and one-year outcome of Mexican patients with first-ever acute isc...
Acute care and one-year outcome of Mexican patients with first-ever acute isc...Acute care and one-year outcome of Mexican patients with first-ever acute isc...
Acute care and one-year outcome of Mexican patients with first-ever acute isc...Erwin Chiquete, MD, PhD
 
Collaborative work leidy-poveda_&_eduar_giraldo[1] finish
Collaborative work leidy-poveda_&_eduar_giraldo[1] finishCollaborative work leidy-poveda_&_eduar_giraldo[1] finish
Collaborative work leidy-poveda_&_eduar_giraldo[1] finishEduar Ferney
 
Mostafa Dawood Ali (National)
Mostafa Dawood Ali (National)Mostafa Dawood Ali (National)
Mostafa Dawood Ali (National)Mostafa Dawood
 
Kusuma annual review 2011-12
Kusuma annual review 2011-12Kusuma annual review 2011-12
Kusuma annual review 2011-12KusumaTrustUK
 
Human body is a holy temple
Human body is a holy templeHuman body is a holy temple
Human body is a holy templeBASKARAN P
 
Private Sector Leads Virgin Islands to Solar
Private Sector Leads Virgin Islands to SolarPrivate Sector Leads Virgin Islands to Solar
Private Sector Leads Virgin Islands to SolarDon Buchanan
 
Protherm Медведь 30 KLOM
Protherm Медведь 30 KLOMProtherm Медведь 30 KLOM
Protherm Медведь 30 KLOMAl Maks
 
maria eta almike
maria eta almikemaria eta almike
maria eta almikegazadi
 
Company profile-Jworks Ext (Eyecandy)
Company profile-Jworks Ext (Eyecandy)Company profile-Jworks Ext (Eyecandy)
Company profile-Jworks Ext (Eyecandy)ibec546
 
Tο ροδίνι. Περιβαλλοντική ομάδα 7ου Γυμνασίου Ρόδου
Tο ροδίνι. Περιβαλλοντική ομάδα 7ου Γυμνασίου ΡόδουTο ροδίνι. Περιβαλλοντική ομάδα 7ου Γυμνασίου Ρόδου
Tο ροδίνι. Περιβαλλοντική ομάδα 7ου Γυμνασίου ΡόδουLoukia Orfanou
 
America Eco Challenge and Social Competition
America Eco Challenge and Social Competition America Eco Challenge and Social Competition
America Eco Challenge and Social Competition Andre Botelho Bastos
 
Gasteizko irteera 2A VANS
Gasteizko irteera 2A VANSGasteizko irteera 2A VANS
Gasteizko irteera 2A VANSarbelar
 

Destacado (20)

How Chinese Teens Use Digital: Getting to Know Your Customers of Tomorrow
How Chinese Teens Use Digital: Getting to Know Your Customers of TomorrowHow Chinese Teens Use Digital: Getting to Know Your Customers of Tomorrow
How Chinese Teens Use Digital: Getting to Know Your Customers of Tomorrow
 
Programma kopenhagena danija
Programma kopenhagena danijaProgramma kopenhagena danija
Programma kopenhagena danija
 
PCC intro
PCC introPCC intro
PCC intro
 
Acute care and one-year outcome of Mexican patients with first-ever acute isc...
Acute care and one-year outcome of Mexican patients with first-ever acute isc...Acute care and one-year outcome of Mexican patients with first-ever acute isc...
Acute care and one-year outcome of Mexican patients with first-ever acute isc...
 
Collaborative work leidy-poveda_&_eduar_giraldo[1] finish
Collaborative work leidy-poveda_&_eduar_giraldo[1] finishCollaborative work leidy-poveda_&_eduar_giraldo[1] finish
Collaborative work leidy-poveda_&_eduar_giraldo[1] finish
 
A cross-layer approach to energy management in manufacturing
A cross-layer approach to energy management in manufacturingA cross-layer approach to energy management in manufacturing
A cross-layer approach to energy management in manufacturing
 
Mostafa Dawood Ali (National)
Mostafa Dawood Ali (National)Mostafa Dawood Ali (National)
Mostafa Dawood Ali (National)
 
Iman kepribadian
Iman kepribadianIman kepribadian
Iman kepribadian
 
Risk Assessment
Risk AssessmentRisk Assessment
Risk Assessment
 
Kusuma annual review 2011-12
Kusuma annual review 2011-12Kusuma annual review 2011-12
Kusuma annual review 2011-12
 
Human body is a holy temple
Human body is a holy templeHuman body is a holy temple
Human body is a holy temple
 
Group discussion tha
Group discussion thaGroup discussion tha
Group discussion tha
 
Private Sector Leads Virgin Islands to Solar
Private Sector Leads Virgin Islands to SolarPrivate Sector Leads Virgin Islands to Solar
Private Sector Leads Virgin Islands to Solar
 
Protherm Медведь 30 KLOM
Protherm Медведь 30 KLOMProtherm Медведь 30 KLOM
Protherm Медведь 30 KLOM
 
maria eta almike
maria eta almikemaria eta almike
maria eta almike
 
5 penyebaran data
5 penyebaran data5 penyebaran data
5 penyebaran data
 
Company profile-Jworks Ext (Eyecandy)
Company profile-Jworks Ext (Eyecandy)Company profile-Jworks Ext (Eyecandy)
Company profile-Jworks Ext (Eyecandy)
 
Tο ροδίνι. Περιβαλλοντική ομάδα 7ου Γυμνασίου Ρόδου
Tο ροδίνι. Περιβαλλοντική ομάδα 7ου Γυμνασίου ΡόδουTο ροδίνι. Περιβαλλοντική ομάδα 7ου Γυμνασίου Ρόδου
Tο ροδίνι. Περιβαλλοντική ομάδα 7ου Γυμνασίου Ρόδου
 
America Eco Challenge and Social Competition
America Eco Challenge and Social Competition America Eco Challenge and Social Competition
America Eco Challenge and Social Competition
 
Gasteizko irteera 2A VANS
Gasteizko irteera 2A VANSGasteizko irteera 2A VANS
Gasteizko irteera 2A VANS
 

Similar a Five Principles for Storytelling in a Multi-Screening World

Five Principles for Storytelling in a Multi-Screening World
Five Principles for Storytelling in a Multi-Screening WorldFive Principles for Storytelling in a Multi-Screening World
Five Principles for Storytelling in a Multi-Screening WorldOgilvy Consulting
 
Forbes insights sharethrough goingnative
Forbes insights sharethrough goingnativeForbes insights sharethrough goingnative
Forbes insights sharethrough goingnativeEdwin Warfield
 
Technology Enabled Marketing_hawkeye eBook
Technology Enabled Marketing_hawkeye eBook Technology Enabled Marketing_hawkeye eBook
Technology Enabled Marketing_hawkeye eBook John Tedstrom
 
The Web is Social, The Web is Real-Time
The Web is Social, The Web is Real-TimeThe Web is Social, The Web is Real-Time
The Web is Social, The Web is Real-TimeAlisa Leonard
 
9 Golden Opportunities
9 Golden Opportunities9 Golden Opportunities
9 Golden OpportunitiesDigitalAdTech
 
Wildfire - Optimizing Social Engagement Across the Enterprise
Wildfire - Optimizing Social Engagement Across the EnterpriseWildfire - Optimizing Social Engagement Across the Enterprise
Wildfire - Optimizing Social Engagement Across the EnterpriseIsrael Degasperi
 
Making magic, using logic
Making magic, using logicMaking magic, using logic
Making magic, using logicOgilvy
 
10 biggest marketing trends for 2021
10 biggest marketing trends for 202110 biggest marketing trends for 2021
10 biggest marketing trends for 2021Hpm India
 
10 biggest marketing trends for 2021
10 biggest marketing trends for 202110 biggest marketing trends for 2021
10 biggest marketing trends for 2021kunzitegroup
 
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...iCrossing
 
Brands as-publishers
Brands as-publishersBrands as-publishers
Brands as-publishersKoichi Itoh
 
Brands As Publishers - Digital Brand Strategy at iCrossing, a Hearst Company
Brands As Publishers - Digital Brand Strategy at iCrossing, a Hearst CompanyBrands As Publishers - Digital Brand Strategy at iCrossing, a Hearst Company
Brands As Publishers - Digital Brand Strategy at iCrossing, a Hearst CompanyRob Garner
 
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...Alisa Leonard
 
Top 11 tendencias digitales para 2011 (Millward Brown -Dynamic Logic)
Top 11 tendencias digitales para 2011 (Millward Brown -Dynamic Logic)Top 11 tendencias digitales para 2011 (Millward Brown -Dynamic Logic)
Top 11 tendencias digitales para 2011 (Millward Brown -Dynamic Logic)Retelur Marketing
 
Moms, social, digital and retail
Moms, social, digital and retailMoms, social, digital and retail
Moms, social, digital and retailedward boches
 
View point4 - the evolution of the corporate website
View point4  - the evolution of the corporate websiteView point4  - the evolution of the corporate website
View point4 - the evolution of the corporate websiteView Strategic PLC
 
Media Convergence Conference Brownbag
Media Convergence Conference BrownbagMedia Convergence Conference Brownbag
Media Convergence Conference BrownbagVSA Partners
 

Similar a Five Principles for Storytelling in a Multi-Screening World (20)

Five Principles for Storytelling in a Multi-Screening World
Five Principles for Storytelling in a Multi-Screening WorldFive Principles for Storytelling in a Multi-Screening World
Five Principles for Storytelling in a Multi-Screening World
 
Social Media Insights
Social Media InsightsSocial Media Insights
Social Media Insights
 
Forbes insights sharethrough goingnative
Forbes insights sharethrough goingnativeForbes insights sharethrough goingnative
Forbes insights sharethrough goingnative
 
Technology Enabled Marketing_hawkeye eBook
Technology Enabled Marketing_hawkeye eBook Technology Enabled Marketing_hawkeye eBook
Technology Enabled Marketing_hawkeye eBook
 
The Web is Social, The Web is Real-Time
The Web is Social, The Web is Real-TimeThe Web is Social, The Web is Real-Time
The Web is Social, The Web is Real-Time
 
9 Golden Opportunities
9 Golden Opportunities9 Golden Opportunities
9 Golden Opportunities
 
Wildfire - Optimizing Social Engagement Across the Enterprise
Wildfire - Optimizing Social Engagement Across the EnterpriseWildfire - Optimizing Social Engagement Across the Enterprise
Wildfire - Optimizing Social Engagement Across the Enterprise
 
Making magic, using logic
Making magic, using logicMaking magic, using logic
Making magic, using logic
 
10 biggest marketing trends for 2021
10 biggest marketing trends for 202110 biggest marketing trends for 2021
10 biggest marketing trends for 2021
 
10 biggest marketing trends for 2021
10 biggest marketing trends for 202110 biggest marketing trends for 2021
10 biggest marketing trends for 2021
 
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...
 
Brands as-publishers
Brands as-publishersBrands as-publishers
Brands as-publishers
 
Brands As Publishers - Digital Brand Strategy at iCrossing, a Hearst Company
Brands As Publishers - Digital Brand Strategy at iCrossing, a Hearst CompanyBrands As Publishers - Digital Brand Strategy at iCrossing, a Hearst Company
Brands As Publishers - Digital Brand Strategy at iCrossing, a Hearst Company
 
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...
 
The State of Social 2012
The State of Social 2012The State of Social 2012
The State of Social 2012
 
Top 11 tendencias digitales para 2011 (Millward Brown -Dynamic Logic)
Top 11 tendencias digitales para 2011 (Millward Brown -Dynamic Logic)Top 11 tendencias digitales para 2011 (Millward Brown -Dynamic Logic)
Top 11 tendencias digitales para 2011 (Millward Brown -Dynamic Logic)
 
Moms, social, digital and retail
Moms, social, digital and retailMoms, social, digital and retail
Moms, social, digital and retail
 
View point4 - the evolution of the corporate website
View point4  - the evolution of the corporate websiteView point4  - the evolution of the corporate website
View point4 - the evolution of the corporate website
 
Burson Marsteller Somessozurich08
Burson Marsteller Somessozurich08Burson Marsteller Somessozurich08
Burson Marsteller Somessozurich08
 
Media Convergence Conference Brownbag
Media Convergence Conference BrownbagMedia Convergence Conference Brownbag
Media Convergence Conference Brownbag
 

Más de SPN Communications Ukraine

Más de SPN Communications Ukraine (6)

SPN Ogilvy DI Borjomi Blogger Tour Case
SPN Ogilvy DI Borjomi Blogger Tour CaseSPN Ogilvy DI Borjomi Blogger Tour Case
SPN Ogilvy DI Borjomi Blogger Tour Case
 
SPN Ogilvy DI Audi A1 Sportback Case
SPN Ogilvy DI Audi A1 Sportback CaseSPN Ogilvy DI Audi A1 Sportback Case
SPN Ogilvy DI Audi A1 Sportback Case
 
SPN Ogilvy DI Bridgestone Winter Case
SPN Ogilvy DI Bridgestone Winter CaseSPN Ogilvy DI Bridgestone Winter Case
SPN Ogilvy DI Bridgestone Winter Case
 
Five Principles for Storytelling in a Multi-Screening World
Five Principles for Storytelling in a Multi-Screening WorldFive Principles for Storytelling in a Multi-Screening World
Five Principles for Storytelling in a Multi-Screening World
 
How to sell in social media
How to sell in social mediaHow to sell in social media
How to sell in social media
 
Russian and Ukrainian banks activities in social media analytic review
Russian and Ukrainian banks activities in social media analytic reviewRussian and Ukrainian banks activities in social media analytic review
Russian and Ukrainian banks activities in social media analytic review
 

Último

The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 

Último (20)

The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 

Five Principles for Storytelling in a Multi-Screening World

  • 1. Five principles for storytelling in a multi- screening world. Dirk Shaw, Senior Vice President
  • 2. How do you execute an integrated approach to enterprise storytelling across a vast communications ecosystem in a compelling, continuous manner across multiple screens?
  • 3. 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.
  • 4. 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.
  • 5. 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/
  • 6. 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.
  • 7. 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
  • 8. Which has accelerated the growth of the “Second Screen,”. The second screen enables us to create a coordinated and even synchronous conversation across media.
  • 9. The increase in multi-screening, coupled with time spent on social channels means existing content creation strategies need to evolve.
  • 11. 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.
  • 12. 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.
  • 13. 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.
  • 14. 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
  • 15. 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
  • 16. 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.
  • 17. CONNECT WITH ME Dirk Shaw, Head of Social@Ogilvy West @dirkmshaw www.dirkshaw.com dirkmshaw@tumblr.com