Storytelling 2.0

STORYTELLING “2.0”

Storytelling in a Changing Media Environment

© COPYRIGHT 2010
© COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE
WAGGENER EDSTROM WORLDWIDE 1

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

PART 1: TELL ME A STORY

© COPYRIGHT 2010

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.



The Power of Story

Vocabulary
of
Change

Link to familiar theme

Humanize

Build
Credibility

Unleash

Emotion

Order
out
of
Chaos

Permission
to
Explore



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.

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?



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?



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?



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.



The Master Narrative


PART 2: THE CHANGING MEDIA LANDSCAPE

© COPYRIGHT 2010

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


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.



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



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.



Defining New Success Metrics for Digital

Eyeballs.

Engagement.

Resonance.

Velocity.

Influence.

Sentiment.

© COPYRIGHT 2010


Defining Success Metrics for Digital


PART 3: DYNAMIC STORY MINING IN A DIGITAL WORLD

© COPYRIGHT 2010

DYNAMIC STORY MINING IN A DIGITAL WORLD

What Defines a “Content Guerrilla?”



What Makes Content Compelling?

Catchy headlines

Evocative punctuation

Clever, colloquial wording

Rich visuals augment, enhance

Immersive experience



Defining a Voice



Fostering Participation



Triggering User-Generated Content (UGC)


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.



Which Tells the Better Story?



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.



Video & Interviews: Examples

Video Interview montage Behind the scenes video



Live Blogging



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.


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.



Editorial Workflow



Repurpose Existing Content

Know what’s available.

It’s not always about the “now.”

Reclaim and rebuild.



The Editorial Brief



Repeatable Processes, Simple Templates



The Elegance of Story Packages



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



Creating Content Packages: News Example

Text article

Social media sharable
Video story – augments text story

Photos and captions
Video cross-posted
on YouTube

39


The Beauty of Tags


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.


Storytelling 2.0

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