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DIGITAL STORYTELLING FOR BRANDS

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WELCOME

LYNNE D JOHNSON

Dir. Digital & Social Brand Strategy & Marketing Waggener Edstrom @lynneluvah

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IN A WORLD OF MEDIA FRAGMENTATION, HOW DO YOU GET THE WORD OUT ABOUT YOUR BRAND?

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EVERYONE LOVES A GOOD STORY

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STORIES MAKE IDEAS RELATABLE.

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STORIES INSPIRE AND MOTIVATE.

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WHAT MAKES A GOOD STORY?

Source: http://charitywrites.blogspot.com/2011/10/pre-nano-story-structure.html

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WHAT MAKES A GOOD STORY FOR BRANDS IN THE DIGITAL AGE?

•  Narrative Arc •  About company, not product •  Cross Channel •  Emotional •  Rich Media •  Engagement •  Mechanics

Brand Promise Brand Reputation

9 Source: Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand by Robert Rose & Joe Pulizzi

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BUT MOST IMPORTANT…CAST YOUR CUSTOMER AS HERO.

Brand Narrative

Branded Content

User Generated

Influencer Generated

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HOW DO WE DO IT?

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UNDERSTAND your audience.

KNOW what your brand means.

CREATE a story that connects.

LISTEN & engage.

LEARN!

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TELL A STORY THAT IS RELEVANT, REAL, AND REPEATABLE.

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WHO’S DOING IT RIGHT?

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COCA COLA HAPPINESS MACHINE

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RED BULL STRATOS

Source: Socialbakers

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BEN & JERRY’S CAPTURE EUPHORIA

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SO WHAT’S YOUR STORY?

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THANK YOU

© 2013 Waggener Edstrom Worldwide Inc. All Rights Reserved.