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DIGITAL STORYTELLING
FOR BRANDS
2
WELCOME
LYNNE D JOHNSON
Dir. Digital & Social
Brand Strategy & Marketing
Waggener Edstrom
@lynneluvah
3
IN A WORLD OF MEDIA
FRAGMENTATION, HOW
DO YOU GET THE WORD
OUT ABOUT YOUR
BRAND?
4
EVERYONE LOVES A
GOOD STORY
5
STORIES MAKE IDEAS
RELATABLE.
6
STORIES INSPIRE AND
MOTIVATE.
7
WHAT MAKES A GOOD STORY?
Source: http://charitywrites.blogspot.com/2011/10/pre-nano-story-structure.html
8
WHAT MAKES A GOOD STORY FOR
BRANDS IN THE DIGITAL AGE?
•  Narrative Arc
•  About company, not product
•  Cross Channel
•  Emotional
•  Rich Media
•  Engagement
•  Mechanics
Brand Promise Brand Reputation
9Source: Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand
by Robert Rose & Joe Pulizzi
10
BUT MOST IMPORTANT…
CAST YOUR CUSTOMER
AS HERO.
Brand
Narrative
Branded
Content
User
Generated
Influencer
Generated
11
HOW DO WE DO IT?
12
UNDERSTAND your audience.
KNOW what your brand means.
CREATE a story that connects.
LISTEN & engage.
LEARN!
13
TELL A STORY THAT IS
RELEVANT, REAL, AND
REPEATABLE.
14
WHO’S DOING IT RIGHT?
15
COCA COLA HAPPINESS
MACHINE
16
RED BULL STRATOS
Source: Socialbakers
17
BEN & JERRY’S CAPTURE
EUPHORIA
18
SO WHAT’S YOUR
STORY?
19
THANK YOU
© 2013 Waggener Edstrom Worldwide Inc. All Rights Reserved.

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