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Storytelling 2.0
1.
STORYTELLING “2.0” Storytelling in
a Changing Media Environment © COPYRIGHT 2010 © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE WAGGENER EDSTROM WORLDWIDE 1
2.
STORYTELLING 2.0
Workshop Agenda Agenda: Chapter 1: Tell Me a Story Chapter 2: The Media Landscape is Changing Chapter 3: Dynamic Story Mining in a Digital World © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 2
3.
PART 1: TELL
ME A STORY © COPYRIGHT 2010 © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE WAGGENER EDSTROM WORLDWIDE 3
4.
THE POWER OF
STORYTELLING Why Storytelling? Tell me a fact and I’ll learn. Tell me a truth and I’ll believe. Tell me a story and it will live in my heart forever. © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 4
5.
THE POWER OF
STORYTELLING The Power of Story Vocabulary of Change Link to familiar theme Humanize Build Credibility Unleash Emotion Order out of Chaos Permission to Explore © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 5
6.
THE POWER OF
STORYTELLING The Storytelling Methodology People. The characters of the story. Protagonist. Antagonist. Supporting characters. Tension. Tension sets the story in motion. Conflict. Inciting incident. Actions. The complications, challenges, threats, hurdles which the protagonist has to overcome to achieve resolution to the tension. Resolution. The change that takes place to resolve the tension and its impact. Meaning. The story’s purpose. Moral. Aha. The point in the story when the pieces fall together. © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 6
7.
STARTING WITH THE
AUDIENCE Rich, Actionable Insights Demographics are just the starting point… Is she ready, willing, able to engage in your story? Can you paint a picture of your customer? What does it take to get on her agenda? © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 7
8.
STARTING WITH THE
AUDIENCE Rich, Actionable Insights Go beyond demographics to REALLY understand… What is her daily life like? Work? Stay at home? What are her priorities? What competes with her priorities? What are her primary pain points? What does she know about YOU? What gets her attention? What influencers her? © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 8
9.
STARTING WITH THE
AUDIENCE Laddering Up To Understanding Hearts. How does she feel about the brand. What does she love (or not)? What does she value? What emotional buttons are pressed? Minds. How does she think about the brand? How does she assess quality, efficacy? How does make choices? What data points induce her to act? Momentum. What is her awareness and assessment of your track record? Does she view you as a credible voice and solution? © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 9
10.
STARTING WITH THE
AUDIENCE Tools for Gleaning Insights Online research. Moments of Influence; Hearts, Minds & Momentum methodologies. Ethnographies. Video, online diaries. Highly personal. Detailed view into consumer’s life. Secondary research. Trend forecasting, consumer analysis. Focus groups. Final vetting. © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 10
11.
THE POWER OF
STORYTELLING The Master Narrative © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 11
12.
THE POWER OF
STORYTELLING The Master Narrative © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 12
13.
PART 2: THE
CHANGING MEDIA LANDSCAPE © COPYRIGHT 2010 © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE WAGGENER EDSTROM WORLDWIDE 13
14.
THE FUTURE OF
MEDIA The future of media = rich, engaging, conversaMonal 14% of U.S. adults are on Twi%er 80% U.S. adults Ranks #2 in Search 73% of bloggers are on Twi%er parMcipate in social media 2.6 billion video searches News Media EvoluMon= IntegraMon, new formats Where the Audiences Are Audiences are migraMng to social media 1500% increase in video Mainstream media is tapping 92% of print journalists use the Mainstream media are uploads by newspapers into social networking sites to web for arMcle research and refining mobile sites to appeal in 2008 build community engagement 81% find ideas on the web to a younger demographic Survivors are integraMng old with new The New York Times Magazine -‐6% Clear Channel -‐6% Time Inc. revenue revenue staff layoff staff layoff -‐ 14.4% -‐ 7.8% McClatchy revenue -‐10% Los Angeles Broadcast news raMngs Ganne% revenue -‐ 19% Times staff layoff -‐ 34% -‐ 17.6% “Old” media in decline. “Old” media = flat, one-‐dimensional © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 14
15.
THE CHANGING MEDIA
LANDSCAPE Influence Paths are Changing Influence no longer travels a linear path. Conversation = multiple nodes & ripples. Traditional journalism + social media are melding. Brands are media. Influencers are AMPLIFIERS. © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 15
16.
THE CHANGING MEDIA
LANDSCAPE Audience Expectations are Changing Audiences expect to PARTICIPATE in the brand. The bar is raised: VALUE EXCHANGE = the currency of engagement. Relationships are forged through REPEATABLE ENGAGEMENTS over time. 16 © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE
17.
THE CHANGING MEDIA
LANDSCAPE Audiences Disseminate and Curate Each content item is easily sharable. Making shares, tweets and comments visible contributes to sense of community. Content is curated based on audience ranking and feedback data. © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 17
18.
THE CHANGING MEDIA
LANDSCAPE Defining New Success Metrics for Digital Eyeballs. Engagement. Resonance. Velocity. Influence. Sentiment. © COPYRIGHT 2010 © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE WAGGENER EDSTROM WORLDWIDE 18
19.
THE CHANGING MEDIA
LANDSCAPE Defining Success Metrics for Digital © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 19
20.
PART 3: DYNAMIC
STORY MINING IN A DIGITAL WORLD © COPYRIGHT 2010 © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE WAGGENER EDSTROM WORLDWIDE 20
21.
DYNAMIC STORY MINING
IN A DIGITAL WORLD What Defines a “Content Guerrilla?” © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 21
22.
DYNAMIC STORY MINING
IN A DIGITAL WORLD What Makes Content Compelling? Catchy headlines Evocative punctuation Clever, colloquial wording Rich visuals augment, enhance Immersive experience © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 22
23.
DYNAMIC STORY MINING
IN A DIGITAL WORLD Defining a Voice © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 23
24.
DYNAMIC STORY MINING
IN A DIGITAL WORLD Fostering Participation © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 24
25.
DYNAMIC STORY MINING
IN A DIGITAL WORLD Triggering User-Generated Content (UGC) © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 25
26.
TOOLS FOR CAPTURING
SOCIAL CONTENT ON THE FLY Capturing Photos That Tell Stories Take lots of photos. More than you think you’ll need. Credit whenever possible. Fill the frame. Fix it afterward. Capture the mood. © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 26
27.
TOOLS FOR CAPTURING
SOCIAL CONTENT ON THE FLY Which Tells the Better Story? © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 27
28.
TOOLS FOR CAPTURING
SOCIAL CONTENT ON THE FLY Video & Interviews: Top 5 Tips Prepare your subject. Choose the best available environment. Don’t create extra work for the viewer. Remember how people consume video Be creative on the day, but don’t lose the message. © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 28
29.
TOOLS FOR CAPTURING
SOCIAL CONTENT ON THE FLY Video & Interviews: Examples Video Interview montage Behind the scenes video © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 29
30.
TOOLS FOR CAPTURING
SOCIAL CONTENT ON THE FLY Live Blogging © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 30
31.
TOOLS FOR CAPTURING
SOCIAL CONTENT ON THE FLY Live Blogging: Top 5 Tips Why Live Tweet? Set the scene. Repeatedly. Summarize and comment , don’t just repeat. Credit your sources. Backstage is interesting too. Follow up later. © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 31
32.
PROCESSES FOR CAPTURING
SOCIAL CONTENT ON THE FLY Repeatable Systems Use a content management system. Envision the outcome. Don’t overdo it. Establish repeatable processes. © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 32
33.
PROCESSES FOR CAPTURING
SOCIAL CONTENT ON THE FLY Editorial Workflow © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 33
34.
PROCESSES FOR CAPTURING
SOCIAL CONTENT ON THE FLY Repurpose Existing Content Know what’s available. It’s not always about the “now.” Reclaim and rebuild. © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 34
35.
PROCESSES FOR CAPTURING
SOCIAL CONTENT ON THE FLY The Editorial Brief © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 35
36.
PROCESSES FOR CAPTURING
SOCIAL CONTENT ON THE FLY Repeatable Processes, Simple Templates © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 36
37.
PROCESSES FOR CAPTURING
SOCIAL CONTENT ON THE FLY The Elegance of Story Packages © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 37
38.
PROCESSES FOR CAPTURING
SOCIAL CONTENT ON THE FLY Creating Content Packages: Community Example Feature story Related content tags Strong imagery Diversity of related editorial content – recipes, blogs, video Multiple engagement activities Simple, action-oriented, expectation setting Related forum discussions © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE
39.
PROCESSES FOR CAPTURING
SOCIAL CONTENT ON THE FLY Creating Content Packages: News Example Text article Social media sharable Video story – augments text story Photos and captions Video cross-posted on YouTube 39 © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE
40.
PROCESSES FOR CAPTURING
SOCIAL CONTENT ON THE FLY The Beauty of Tags © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 40
41.
STORYTELLING 2.0
TAKE-AWAYS Use narrative story elements to package information in an engaging, memorable format. Know your audience. Deeply. Demographics are only the starting point. Sound your voice through engrossing content collections. Master the tools of the trade to capture any moment. Embrace consistent practices that free you to be your creative best. © COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 41
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