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Revenge of the Storymakers: How Brands are Battling Storytelling

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INBOUND15
REVENGE OF THE
STORYMAKERS
How brands are backtracking on
storytelling and building on your
stories instead
Davi...
INBOUND15
Housekeeping
David.Berkowitz@mry.com
@mry / @dberkowitz
www.mry.com
www.marketersstudio.com
slideshare.net/david...
INBOUND15
Before we begin…
I presented a short version on this
theme, A Story about the End of
Storytelling, at Inbound 20...

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Revenge of the Storymakers: How Brands are Battling Storytelling

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Presented at Inbound 2015, see how marketers are engaging in storymaking - building on the stories their consumers tell. See examples from Starbucks, Visa, Coca-Cola, and others in this exclusive annotated version. You'll find the 6 Traits of Storymaking and how to capitalize on them.

Presented at Inbound 2015, see how marketers are engaging in storymaking - building on the stories their consumers tell. See examples from Starbucks, Visa, Coca-Cola, and others in this exclusive annotated version. You'll find the 6 Traits of Storymaking and how to capitalize on them.

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Revenge of the Storymakers: How Brands are Battling Storytelling

  1. INBOUND15 REVENGE OF THE STORYMAKERS How brands are backtracking on storytelling and building on your stories instead David Berkowitz CMO, MRY @mry / @dberkowitz Presented at Inbound 2015, this is the exclusive annotated version so you can follow along. Find more links and sources in the notes, along with embedded YouTube videos to illustrate examples. And now read the all new Storymaking Bible for more examples.
  2. INBOUND15 Housekeeping David.Berkowitz@mry.com @mry / @dberkowitz www.mry.com www.marketersstudio.com slideshare.net/davidberkowitz
  3. INBOUND15 Before we begin… I presented a short version on this theme, A Story about the End of Storytelling, at Inbound 2014 (the link goes to the SlideShare from last year) and expounded on this in Ad Age. Read those for far more context. This presentation gives more examples and offers a framework for storymaking. And catch the all new Storymaking Bible, continually updated with even more examples.
  4. INBOUND15 Storymaking defined “The future of storytelling isn't about telling anyone anything. It's about storymaking, where the brand facilitates and taps into the stories people are creating and sharing with each other. Storytelling is the epitome of the old one-way, broadcast mindset that so many of us in marketing are trying to leave behind. Storymaking, by contrast, is far more fulfilling, and exactly what will matter to the people all brands are trying to reach.” – Ad Age, September 2014
  5. 1) From storytelling to storymaking 2) 6 traits of storymaking 3) Way too many examples (you’re welcome) 4) Action items 5) Q&A (about the presentation or anything else on your mind) 6) Ovation (standing optional) BEST AGENDA EVERRRRRR
  6. INBOUND15INBOUND15 The problem with storytelling – this (continued on the next slide) is really everything you need to know
  7. INBOUND15
  8. INBOUND15 Here’s what happens when searching for stock photos about storytelling…
  9. INBOUND15
  10. INBOUND15
  11. INBOUND15
  12. INBOUND15 Why are there always BEARS?????!?!?!?!?!??
  13. INBOUND15 Storytelling is an ancient art. We’ve been painting stories on cave walls for tens of thousands of years.
  14. INBOUND15 But storymaking is ancient too. The Hands Cave in Argentina shows a story that people told together – a story whose legacy spans 9,000 years.
  15. INBOUND15 6 TRAITS OF STORYMAKING
  16. INBOUND15 Storytelling Storymaking Storytelling vs. Storymaking
  17. INBOUND15 Storytelling Storymaking Proprietary Participatory Storytelling vs. Storymaking
  18. INBOUND15 Storytelling Storymaking Proprietary Participatory Idea-inspired Fan-inspired Storytelling vs. Storymaking
  19. INBOUND15 Storytelling Storymaking Proprietary Participatory Idea-inspired Fan-inspired Centralized Decentralized Storytelling vs. Storymaking
  20. INBOUND15 Storytelling Storymaking Proprietary Participatory Idea-inspired Fan-inspired Centralized Decentralized Predetermined Unpredictable Storytelling vs. Storymaking
  21. INBOUND15 Storytelling Storymaking Proprietary Participatory Idea-inspired Fan-inspired Centralized Decentralized Predetermined Unpredictable Unilateral Reciprocal Storytelling vs. Storymaking
  22. INBOUND15 Storytelling Storymaking Proprietary Participatory Idea-inspired Fan-inspired Centralized Decentralized Predetermined Unpredictable Unilateral Reciprocal Approved Authentic Storytelling vs. Storymaking
  23. INBOUND15 Storytelling Storymaking Proprietary Participatory Idea-inspired Fan-inspired Centralized Decentralized Predetermined Unpredictable Unilateral Reciprocal Approved Authentic Storytelling vs. Storymaking via @dberkowitz
  24. INBOUND15 1) Participatory Participatory here means that the whole campaign or program is dependent on people sharing their own stories, and brands then amplify those.
  25. INBOUND15 1) Participatory In the next video, see the results of Coca-Cola rolling out such a participatory campaign. It’s all about creating opportunities for moments like this to happen.
  26. INBOUND15 1) Participatory It’s not just Coke doing this. Digiday covers how JBL had people share their #cordfail moments to promote wireless headphones. See the story for an example of how JBL worked with Vine star Logan Paul to kick it off (the video’s pretty funny).
  27. INBOUND15 2) Fan-Inspired Storymaking often starts by following the stories fans and customers share about a brand and category. Burger King noticed the groundswell of support in social media around the then-discontinued Chicken Fries and used that as the impetus to bring back the product.
  28. INBOUND15 2) Fan-Inspired By offering content such as Chicken Fries emoji, the brand enabled its young-skewing target audience to include Burger King’s brand in their own stories that they share with their friends. That’s powerful brand placement, becoming part of people’s messages rather than an ad unit.
  29. INBOUND15 2) Fan-Inspired What about directly tapping fans to come up with products? Betabrand enlists eager entrepreneurs to do its R&D. That’s how Jesse Herzog crowdfunded the Suitsy.
  30. INBOUND15 3) Decentralized Storymaking can benefit from decentralized campaigns, where marketers let fans share content wherever they want, rather than through a specific site or platform. For Universal’s movie Ouija, they worked with Fullscreen to make social media star Kian Lawley disappear in a video stunt (see the next slide), and fans participated through a range of platforms.
  31. INBOUND15 Halfway there. Let’s use this image again!
  32. INBOUND15 4) Unpredictable When engaging in storymaking, brands should accept that those stories will often go in unforeseen directions. When Visa Checkout tapped Odell Beckham Jr to set a Guinness World Record for one- handed catches, it inspired others to try the stunt too – including Iowa Hawkeyes star Tevaun Smith (see the next slide). In such scenarios, marketers can proactively reach out to others to encourage them (if not pay them) to co-opt such stunts.
  33. INBOUND15 4) Unpredictable Not everyone’s going to love everything you do. Sometimes, especially if it’s politically charged or addresses a social issue, many people will hate it. Honey Maid’s inclusive “Wholesome” campaign took a lot of nastiness and made something positive out of it, as the next video shows.
  34. INBOUND15 5) Reciprocal When tapping customers’ stories, what’s in it for them? In Adobe’s “Make It With Creative Cloud” campaign, students get experience and exposure that can change their lives. Always think about what value you’re providing your fans, influencers, and customers.
  35. INBOUND15 5) Reciprocal Tiffany shared customers’ stories about true love, and that was enough to get people to participate. After Tiffany launched its What Makes Love True campaign and a mobile app to find engagement rings, it reported sales spiking 20%.
  36. INBOUND15 6) Authentic6) Authentic None of this storymaking stuff matters unless it’s done a way that’s true to the brand and resonates with the stories people really tell. “Meet Me at Starbucks” worked well in this regard, as so many people have made meaningful connections there.
  37. INBOUND15 6 STEPS FOR STORYMAKING
  38. INBOUND15 Storytelling Storymaking Action Storytelling vs. Storymaking
  39. INBOUND15 Storytelling Storymaking Action Proprietary Participatory Invite Storytelling vs. Storymaking
  40. INBOUND15 Storytelling Storymaking Action Proprietary Participatory Invite Idea-inspired Fan-inspired Listen Storytelling vs. Storymaking
  41. INBOUND15 Storytelling Storymaking Action Proprietary Participatory Invite Idea-inspired Fan-inspired Listen Centralized Decentralized Organize Storytelling vs. Storymaking
  42. INBOUND15 Storytelling Storymaking Action Proprietary Participatory Invite Idea-inspired Fan-inspired Listen Centralized Decentralized Organize Predetermined Unpredictable Plan Storytelling vs. Storymaking
  43. INBOUND15 Storytelling Storymaking Action Proprietary Participatory Invite Idea-inspired Fan-inspired Listen Centralized Decentralized Organize Predetermined Unpredictable Plan Unilateral Reciprocal Incentivize Storytelling vs. Storymaking
  44. INBOUND15 Storytelling Storymaking Action Proprietary Participatory Invite Idea-inspired Fan-inspired Listen Centralized Decentralized Organize Predetermined Unpredictable Plan Unilateral Reciprocal Incentivize Approved Authentic Accept Storytelling vs. Storymaking via @dberkowitz
  45. INBOUND15 Gratuitously using this one more time.
  46. INBOUND15 Keep in touch David.Berkowitz@mry.com @mry / @dberkowitz www.mry.com www.marketersstudio.com slideshare.net/davidberkowitz

Notas del editor

  • Is storytelling the future of marketing? Let’s hope not. Merely telling a story is a dated, broadcast-era phenomenon. Instead, marketers should craft stories based on the stories consumers are already sharing, as those are the ones that matter the most. Learn how to do it in this talk featuring examples illustrating the 6 traits of great storymaking.
  • David Berkowitz @dberkowitz / @mry www.mry.com
    www.marketersstudio.com
    www.slideshare.net/davidberkowitz
    Want even more examples of storymaking, including lots of ideas that didn’t make it into the Inbound 15 talk? Check out the all new Storymaking Bible, continually updated for your convenience, now on SlideShare!

  • David Berkowitz @dberkowitz / @mry mry.com http://www.slideshare.net/davidberkowitz/the-storymaking-bible-the-future-of-storytelling
  • David Berkowitz David.Berkowitz@mry.com @dberkowitz / @mry mry.com
  • Source: www.marketoonist.com
  • Source: www.marketoonist.com
  • Storytelling and the odd confluence of teddy bears
  • Storytelling and the odd confluence of teddy bears
  • Storytelling and the odd confluence of teddy bears
  • Storytelling and the odd confluence of teddy bears
  • Storytelling and the odd confluence of teddy bears
  • Storytelling as an ancient art
    Lascaux Caves, 17,000 years ago
    https://en.wikipedia.org/wiki/Lascaux
    Image via:
    https://www.emaze.com/@ALQCLLC/European-caves
    https://www.cantonart.org/media/1/8/2-Lascaux%20Cave%20Drawing.jpg
  • Storymaking – here’s some kind of collective act
    Hands Cave – Argentina – 9,000 years ago
    https://en.wikipedia.org/wiki/Cueva_de_las_Manos
    https://upload.wikimedia.org/wikipedia/commons/f/f4/SantaCruz-CuevaManos-P2210651b.jpg
    The real difference between storytelling & storymaking…
  • Share a Coke
    (Does anyone watch this and think, damn, I wish my high school years were like this(
    Next slide: YouTube Share a Coke video
    https://www.youtube.com/watch?v=HUzPwIP9BqE

  • Following slide: Share a Coke baby announcement on YouTube - #ShareaCoke with the McGillicuddys
    https://www.youtube.com/watch?v=h5yyzdgnxoc
  • #Cordfail
    JBL
    Used Vine Star logan paul
    http://digiday.com/brands/jbl-asks-users-share-cordfail-stories/
  • Burger King Chicken Fries
  • Burger King Chicken Fries
  • Betabrand - https://www.betabrand.com/how-it-works
    More: http://www.saydaily.com/2014/10/storymaking

    Next slide for video: https://www.youtube.com/watch?v=hvbuq7zHQxo
    Betabrand - https://www.betabrand.com/how-it-works
    http://www.theguardian.com/fashion/shortcuts/2014/sep/19/suitsy-go-to-work-in-onesie-jesse-herzogHerzog hasn’t designed any other clothing, but he ran a popular hot-dog shack called Zog Dogs until 2013, which briefly became famous for launching a hot dog into space. He is now looking for support to bring the Suitsy to a wider audience. He’s put the idea, and a video of the prototype, on crowdfunding site Betabrand, where it has attracted 400 votes in three days.
    Herzog turned to San Franciscan company Betabrand because he wanted to minimise the risk to himself while launching the product. But though he is keen to emphasise its practicality, he says: “It’s also a bit of fun. I don’t think those two things are necessarily mutually exclusive.”
  • Fullscreen / Ouija – Kian

    http://blogs.wsj.com/cmo/2014/10/24/universal-pictures-ouija-makes-youtube-star-disappear/

    Insert video: https://www.youtube.com/watch?v=D57P96-U9No
  • Storytelling and the odd confluence of teddy bears
  • Visa NFL
    http://www.guinnessworldrecords.com/news/2015/1/behind-the-scenes-as-odell-beckham-jr-sets-record-for-one-handed-catches

    Tevaun Smith Iowa – next slide video
    https://www.youtube.com/watch?v=VHtc5QeNMSo
  • Honey Maid This is Wholesome
    https://www.youtube.com/watch?v=cBC-pRFt9OM&feature=youtu.be
    Turning it on its head – creating artwork based on negative comments
  • Adobe Make it With Creative Cloud Girl Skateboards
    https://www.youtube.com/watch?v=Mfz40LpHnaw
  • Tiffany What Makes Love True
    http://www.paceco.com/tiffany-co-digital-marketing-gem/
    Emotive selling seemed to work for Tiffany, with a reported 20% increase in sales after the launch of What Makes Love True and an engagement ring finder mobile app.
  • Meet Me at Starbucks
    http://www.marketingmagazine.co.uk/article/1314584/starbucks-celebrates-real-moments-human-connection-global-campaign
    Meetme.Starbucks.com
    https://www.youtube.com/user/Starbucks
    https://www.youtube.com/watch?v=mYdpsbfW-Fw
  • Invite others
    Listen to what customers are saying
    Organize in a way that makes sense
    Plan for the unexpected
    Incentivize participation
    Accept the truths about your brand
  • Invite others
    Listen to what customers are saying
    Organize in a way that makes sense
    Plan for the unexpected
    Incentivize participation
    Accept the truths about your brand
  • Invite others
    Listen to what customers are saying
    Organize in a way that makes sense
    Plan for the unexpected
    Incentivize participation
    Accept the truths about your brand
  • Invite others
    Listen to what customers are saying
    Organize in a way that makes sense
    Plan for the unexpected
    Incentivize participation
    Accept the truths about your brand
  • Invite others
    Listen to what customers are saying
    Organize in a way that makes sense
    Plan for the unexpected
    Incentivize participation
    Accept the truths about your brand
  • Invite others
    Listen to what customers are saying
    Organize in a way that makes sense
    Plan for the unexpected
    Incentivize participation
    Accept the truths about your brand
  • Invite others
    Listen to what customers are saying
    Organize in a way that makes sense
    Plan for the unexpected
    Incentivize participation
    Accept the truths about your brand
  • Storytelling and the odd confluence of teddy bears
  • David Berkowitz David.Berkowitz@mry.com @dberkowitz / @mry mry.com

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