what can today's story tellers learn from modern comms agencies (pixel lab 2012)
Post on 09-Jul-2015
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What can today’s story-tellers learn
from modern communications
planners?
Stephen Stokes, Strategy Director @StephenStokes
Applying modern story-telling techniques
As are other modern agencies
Let’s go back to the 1950s/60s
A perfect storm
Icons, symbols & lifestyle associations
Condensed stories
Condensed stories
Post Millennium
Start of a new perfect storm
Re-appraise values
Become more authentic
Be honest and more transparent
Have a generous attitude
Recognise the need to earn attention
Do more
Adopt modern story-telling techniques
Ten Opportunities
1. Understand different audience types
Creators: Make it easy
Conversationalists: Fresh content to share
Critics: Exclusive preview
Spectators: Regular content. Same places
2. Become a community builder
Ask: What can you do for your community
Different approach as community builds
Create Alliances
3. Mine social media for insight & inspiration
Industry tools
Source: http://blog.socialflow.com
Source: http://blog.socialflow.com
4. Operate in real-time
Operate in real-time
Operate in real-time
5. Understand why people share
New thinking from Henry Jenkins
Modification
Modification
Modification
Relationship
Commentary
Ego - Badging
6. Always take people somewhere else
Always leave them wanting more
Exploring new ways to keep attention
Exploring new ways to keep attention
7. Light lots of small fires
7. Light lots of small fires
7. Light lots of small fires
7. Light lots of small fires
8. Context is king
Time Mindset Company
Location Scale Environment
8. Context is king
Environment: Location linked to page in book
Timing: Post death
Different scale for different audiences
Location: Makes victims story more poignant
9. Monetise via brands
Scale helps
Help build authenticity
Discerning property. Discerning audience
Freshness to a well-trodden area
Association with hope / positive outlook
New territories
10. Keep an eye on the near future
0
10
20
30
40
50
602010
2013
2015
* Source Futuresource Consulting Ltd/OFCOM/OECD/OMD
H/Hold
Indiv 15+
Today’s advance tech reaching ubiquity
|
The Digital Metronome
Next generation devices and applications
Summary
1. Different audience types
2. Community builder
3. Mine social media
4. Operate in real-time
5. Why people share
6. Always take people somewhere else
7. Light lots of small fires
8. Context is king
9. Monetise via brands
10.Eye on the near future
@StephenStokes
Stephen Stokes,
Comms Strategist & Brand Planner
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