d2: candace kuss demystifying storytelling
DESCRIPTION
Candace Kuss from H+K on Demystifying Digital: StorytellingTRANSCRIPT
![Page 1: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/1.jpg)
photo: @CandaceKuss
DEMYSTIFYING DIGITAL: STORYTELLING
@CandaceKuss
#HKD2
![Page 2: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/2.jpg)
DIGITAL + STORYTELLING
![Page 3: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/3.jpg)
DIGITAL DISTRIBUTION
![Page 4: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/4.jpg)
DIGITAL CREATION + CO-CREATION
![Page 5: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/5.jpg)
BRAIN SURGERY
![Page 6: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/6.jpg)
photo: @CandaceKuss
0101010ARTCOPYCODE0101010101010101010101010101010101010101010101010101010101010101010101010101010
10101010101010101010101010/CODEWINSARGUMENTS1010101010<INNOVATIONLION>0101010101010101
![Page 7: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/7.jpg)
![Page 8: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/8.jpg)
![Page 9: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/9.jpg)
H+K LAYERED NARRATIVE SYSTEM
![Page 10: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/10.jpg)
H+K LAYERED NARRATIVE SYSTEM
![Page 11: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/11.jpg)
H+K LAYERED NARRATIVE SYSTEM
![Page 12: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/12.jpg)
H+K LAYERED NARRATIVE SYSTEM
![Page 13: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/13.jpg)
PAID LAYER: WHAT YOU CAN BUY
+ SEARCH MARKETING (SEM)
+ NATIVE SOCIAL ADS
+ PROMOTED TWEETS/POSTS/VIDEOS
+ PPC CONTENT LINKS
PAID
EARNED
OWNED
SHARED
![Page 14: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/14.jpg)
EARNED LAYER: WHAT YOU CAN INFLUENCE
+ SEARCH ENGINE OPTIMIZATION
+ INFLUENCER AND BLOGGER ENGAGEMENT
+ ADVOCACY PROGRAMS
+ PR
PAID
EARNED
OWNED
SHARED
![Page 15: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/15.jpg)
OWNED LAYER: WHAT YOU CONTROL
+ WEB SITES
+ BRANDED MEDIA PLATFORMS
+ BLOGS
+ EMAIL MARKETING
+ APPS
PAID
EARNED
OWNED
SHARED
![Page 16: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/16.jpg)
SHARED LAYER: WHERE YOU ENGAGE
+ SOCIAL NETWORKS + PLATFORMS+ FACEBOOK, TWITTER,
YOUTUBE, GOOGLE+, LINKEDIN, INSTAGRAM, ETC
+ COMMUNITY FORUMS
+ WEBCASTS AND CHATS
PAID
EARNED
OWNED
SHARED
![Page 17: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/17.jpg)
H+K LAYERED NARRATIVE SYSTEM
![Page 18: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/18.jpg)
STRONG BRANDS HAVE A SOCIAL ADVANTAGE
Photo credit: Burberry
![Page 19: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/19.jpg)
STRONG BRANDS HAVE A SOCIAL ADVANTAGE
![Page 21: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/21.jpg)
SOCIAL BRANDS CAN TALK TO EACH OTHER
![Page 22: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/22.jpg)
• Created within 24hrs of iPhone announcement• Published in five markets via Twitter and Facebook
BRANDS CAN EVEN TEASE EACH OTHER
![Page 23: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/23.jpg)
CUSTOMER SERVICE IS NOW PUBLIC
![Page 24: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/24.jpg)
photo: @CandaceKuss
H+K FLIGHT SCHOOL
Crisis Simulation Training
![Page 25: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/25.jpg)
photo: @CandaceKuss
![Page 26: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/26.jpg)
Oliver Snoddy Reuben HalperYutaro Kojima
![Page 27: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/27.jpg)
Dan Porter Alex VaidyaRichard Peters
![Page 28: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/28.jpg)
Kenyatte Nelson Simon VearneyJerry Daykin+
Derek Luddem
![Page 29: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/29.jpg)
photo: @CandaceKuss
photo: @CandaceKuss
Rosianna Halse Rojas@papertimelady
Jamie Spafford@sortedfood
Brady Haran@BradyHaran
Sanni Sorma @missmai27
Jonathan Saccone-Joly @JonathanJoly
![Page 30: D2: Candace Kuss Demystifying Storytelling](https://reader035.vdocuments.site/reader035/viewer/2022062511/54bd85e84a7959823b8b4590/html5/thumbnails/30.jpg)
photo: @CandaceKuss
THANK YOU.ENJOY #HKD2
@CandaceKuss