storytelling (digital marketing today)

StorytellingLecture #7: Digital Storytelling

UGBA 198 - Fall 2016Haas School of Business, Berkeley

Julian Gamboa-Ramos

The process of making a connection with the customer first, and selling a product second.

● Storytelling is an expansion on content marketing.○ Entice your customer with possible life scenarios.

■ “Attain the unattainable.”○ Make audience feel something for your product.○ Lead culture, do not follow it.

Storytelling

Storytelling may focus on one or all:

● Narrative● Language● Produced Content● User Generated Content● Community● Analysis

The Art Of Storytelling

What is the story and narrative behindeverything you do as a brand?

● What does your brand represent?● Platform features: one-on-one interaction?● Presentation: active viewer vs. passive viewer?

● Describe “Coca-Cola”

Narrative

Coca-Cola | Together is Beautiful

How do you actually connect with people in the language they understand best?

● Correct usage, know the platform!○ Used correctly - praise and participation.○ Used wrongfully - criticized and ridiculed online.○ Recycle content wisely!

Language

Taco Bell | Snapchat Film

What types of stories appeal to your content marketing “personas”?

● Establish or change the perception of your product.○ Sell them an experience, not a product/service.

● Marketing touches on human emotions.○ Can your content make the consumer feel anything?○ Can that feeling be associated with your product?

Produced Content

Airbnb | #LiveThere

What about the stories your customersand ‘audiences’ are already telling?

● How are your users utilizing or interacting with your product? What stories do they hold?○ Humanize the results of your product or service.○ What stories does your product convey to users?○ Showcase “If they could do that, so can I” idea.

User Generated Content

Adobe | 10 Websites, 10 Days

How can you use storytelling in less branding-related ways?

● Influencers○ People trust people more than companies.○ “Humanizes” your marketing campaign.

■ Not solely to sell product, but interaction!

Community

HP & Zach King | #BendTheRules

How do you make use of digital information and the user-generated content?

● Platform metrics○ Platform positioning is of utmost importance!

● Functionality○ How does interaction work in the chosen platform?

● Consumer behavior○ Would they click your links? Swipe up? Double-tap?

Analysis

The Voice on Snapchat