creating story-driven brand experiences

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Creating Story-Driven Brand Experiences Carla Johnson Strategist. Speaker. Storyteller. @CarlaJohnson

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Creating

Story-Driven

Brand Experiences

Carla Johnson

Strategist. Speaker. Storyteller.

@CarlaJohnson

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Carla Johnson

Stories aren’t about what you sell.

They’re about making your customers the hero.

Always #LikeAGirl

made adolescent

girls the hero of

their story.

There was a girl.

She had brown hair.

She wore a red coat.

She was adventurous.

You should meet her.

The girl loved the

adventure and wanted to

see the world. She was

scared, but she saw the

chance to meet new

friends who showed her

that life could be fun. Now,

wherever she goes, she

brings her courage with

her…

How do we delight audiences with story-driven

experiences?

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“…business buyers

don’t “buy” your

product; they “buy

into” your approach

to solving their

problem.” - Jeff Ernst, former

analyst for Forrester

Company that sells software to track operational efficiency wants to talk about the future of patient safety

Create a SOLUTION story

Getting to the core of your story

Why?

Why?

Why?

Why?

Why?

Software

tracks

operational

efficiency

wants to

talk about

future of

patient

safety

Why?

Getting to the core of your story

Software

tracks

patient

safety

Why?

Why?

Why?

Why?

Getting to the core of your story

Because it is expensive

to address all of the

issues around patient

safety.

Why is this

topic

important

to Chief of

Staff?

Why?

Getting to the core of your story

Why is it

expensive to

address all

of the issues

around

patient

safety?

Because there are

detailed operational

issues that we have to

take care of around

infection control.

Getting to the core of your story

Because we don’t

want patients to

think that they will

get MORE sick by

being a patient.

Why do you

have to take

care of

operational

issues

around

infection

control?

Create a solution story We believe that the future of healthcare is patient safety But people are scared about going to hospitals because they think that they will get more sick by being a patient. So we help medical professionals understand detailed operational issues that they need to plan for around infection control. The needs and expectations of hospitals and patients will continue to change and it’s important for Chief of Staff to understand how to do things safer, better and with less expense. Tracking patient recovery rates and how they reflect operations, profit and the perception that people have about the safety of their facility is a key way for hospitals to stay competitive.

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Shifting Focus from a Transaction to a Relationship and Experiences

Visa’s Customer Decision Journey

Decide to

take a

vacation

Look for a

destination

Make travel

arrangements

Travel to

destination

Book

activities

Plan the

next

vacation

Share

memories

What opportunities does Visa have

along the entire journey?

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Kathy Button Bell

Chief Marketing Officer

Emerson

“In the beginning, we realized

we weren’t telling meaningful,

problem-solving stories. Back

then, we told stories just about

our products, but didn’t have a

dialogue. Now, because of

social media, we have 133,000

employees trying to tell stories

and create dialogue. We

figured out how to aggregate it

and keep it in sync so we didn’t

appear insane as a company. It

had to feel like there’s a main

story.”

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Show STEM as cool, sexy, accessible

EDUTAINMENT

Supports learning Showcase science, technology,

engineering, and math in simplified,

entertaining or fun ways

CONNECTIONS

Promotes exploration Draw unique and interesting

connections to STEM that affect the

daily lives and experiences of young

people

EXPERIENCE

Develops relationships Provide a deeper interactions with

STEM experts and resources that

give young people fresh perspective

and real-time acknowledgement

• This or That Questions

• 2015 Predictions

• Crash Course Videos

• SciShow Videos: News,

Great Minds, Dose

• SciShow Sponsored

Videos

• Wochit Videos

• Soap Box Questions

• SciShow: Weird Places,

Most Asked Qs

• Social Call Outs

• TV Spot

• “The STEM of “X” social

series

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Emerson Joins Big Bang Theory

February 19 Hank Green/STEM ad on CBS Network TV

Hank Green/STEM ad on TBS in 13 local major markets for 4 weeks

Emerson Rings the Bell at the NYSE

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Wall Street Journal Print Ads

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Fortune Cover Wraps S:14.375”

S:9

.75”

T:15.125”

T:1

0.5

B:15.375”

B:1

1”

F:7.375” F:7.75”

IN 125 YEARS, Emerson has evolved from a regional motors and fan supplier to a global engineering

and solutions innovator serving the world’s most complex industries. While we are extremely proud

of our past successes, what really excites us are the opportunities ahead. We can’t wait to take on

“What’s Next”: whether it’s the challenge of producing and processing energy in ways never

before imagined; stabilizing and managing the digital economy through state-of-the-art data

centers; revolutionizing the automation of factories to drive productivity and savings; or providing

unparalleled energy efficiency, reliability and sustainability in climate control. And we’re just getting

started. Find out more at Emerson.com/125

We can’t wait to get on to “What’s Next”

The Emerson logo is a t rademark and a service mark of Emerson Electric Co. © 2015 Emerson Electric Co.

David N. Farr

Chairman and

Chief Executive Officer

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Airport Signage Los Angeles

Miami

Houston

Dallas

Beijing

Hong Kong

Delhi

Mumbai

Kuala Lumpur

Seoul

Paris

Amsterdam

London

Frankfurt

Mexico

31 Emerson.com 125th and STEM: Homepage

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STEM Page Content

Emerson.com/ILoveSTEM leading resource in STEM

CREATED CO-CREATED CURATED

Owned Creative

Creative Partnership

Community Generated

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STEM YouTube Hank Green Highlights

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YouTube Performance

Hank Green

Ad spend and placement on Emerson.com/IloveSTEM driving high video views.

• 39.9K views/video

• 89% of views from ad spend

• 70 Likes per video

• 0:16 average view duration

125th Anniversary

Engaged audience on external sites watching for long period. Almost 2/3 of video views from embedded YouTube player.

• 15.6K views/video

• 20 Likes per video

• 1:24 average view duration

STEM

STEM videos experiencing highly positive sentiment. Otherwise, performing on benchmark.

• 5.2K views/video

• 111 Likes per video

• 0:29 average view duration

Channel

Benchmarks 4.5K views

10 Likes

0:41 Min viewed

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Storytelling through PR and Social

Placed Emerson executives on the radar of key national media

Shifted media view of Emerson from a manufacturing company to a data-driven company

Engaged the most Emerson employees, influencers and potential job candidates in one month on social media channels…ever

Created a direct consumer connection with sharable Hank Green content

The company celebrated!

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An Opportunity to Show Up Differently

930,216,397 Total Media Impressions

20+ Media Interviews for Emerson Executives

130+ Stories Published

Coverage secured with top print media including AdAge, Forbes CMO Network, Media Post, St. Louis Post-Dispatch, St. Louis Business Journal, WIRED Innovation Insights, Reuters

Top-tier broadcast media placements include CBSN, Bloomberg Radio, GigaOm, The Street

270+ Satellite Media Tour Airings and Nearly 14 Million Impressions

Key markets including Atlanta, Austin, Columbus, Jacksonville, Milwaukee, Minneapolis, Philadelphia

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This worked because Emerson had…

Clarity

Authenticity

Consistency

Priority

Courage

Commitment

Don’t just tell stories.

Create magical experiences.

Thank you!

Carla Johnson

Type A Communications

O: 720.344.0987

M: 720.219.3062

[email protected]

www.TypeACommunications.com

More information at www.7thEraOfMarketing.com