1) The document discusses how brands are shifting from traditional storytelling approaches to storymaking, which is more participatory. Storymaking involves facilitating and amplifying customer stories rather than dictating brand messages.
2) Storymaking has six key traits: it is participatory, fan-inspired, decentralized, unpredictable, reciprocal, and authentic. Examples are given of how brands like Coca-Cola, JBL, Burger King, and others employ these traits in their marketing.
3) A six-step process is outlined for brands to engage in storymaking: invite participation, listen to fans, organize content, plan for unpredictability, incentivize sharing, and accept authentic stories. The document argues this approach
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.
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
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.
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.
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.
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 / @mrywww.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 / @mrymry.comhttp://www.slideshare.net/davidberkowitz/the-storymaking-bible-the-future-of-storytelling
David BerkowitzDavid.Berkowitz@mry.com@dberkowitz / @mrymry.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.”
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 BerkowitzDavid.Berkowitz@mry.com@dberkowitz / @mrymry.com