LAURIE DILLON-SCHALK, Digital Planning Director, DraftFCB

@LDILLONSCHALK March 1st , 2013To the best of my ability – I have documented ALL my sources. See my notes.

Your Story, Their StoriesOntario Cycle Tourism Forum 2013

For the love of the bike

My grandfather George Crompton, Telegraph Messenger & 1936 Olympian

[I am honoured to speak today – our family has long revered the bike.. Stemming from my grandfather who delivered telegrams in Toronto in the early 30s.]

‘Being social’ = being interesting and interested. Source: Daniel Berkal, The Butterfly Project [social has fundamentally changed how brands talk about themselves. A fab study boils ‘being social’ to two fundamental characteristics. Brands used to be good at being interesting.. Not so much anymore.. But enter storytelling..]

Google ‘project butterfly’. Image Source:

Wallpaperstock.net http://bit.ly/ZFm41m

“Content is just a commodity without storytelling …” - Mark Evans

[We can no longer just publish content… due to multiple screens, competing noise, etc. Brands must work harder.. ] Source: “Startups and the Importance of Storytelling”, Jan 29, 2013. Forbes Magazine. http://onforb.es/XhaqbJ - also – well know image of Don Quixote reading a book. One of my favorites..]

Storytelling

• Is a natural form of communication

• Is quickly processed• Gives a sense of personal

experience

[Storytelling is a very important form of communication. It is natural, more quickly processed than facts or information – AND – allows brands to safely move closer to a social, personal style of writing.]

Stories add value to objects

For anyone who attended the Canadian Tourism Summit earlier in Jan/Feb 2013, we saw a fantastic presentations by Terry O’Reilly, @Terryoinfluence including the tidbit that stories add value to objects. I found a good summary on twitter – see the hashtag #BOF - Rob Walker Significant Objects experiment - stories gave ordinary objects posted to Ebay meaning. Huge increases in value. #BOF - See more at: http://www.greaterhalifax.com/en/home/investorsingrowth/buildingourfuture2012.aspx#sthash.din9Dfyx.dpuf

How do we become good story tellers?

1. Tell the story people have not heard.

Anyone following @Cmdr_Hadfield? Cutting nails in space, floating watches.. Chris is telling stories that NASA has never told before. Also note – NASA has a very successful YouTube channel.. But I digress..

History Channel – Titanic 100 years

What can you say 100 years later on the Titanic? LOADS. One of my favorite examples is the History Channel which tweeted what the voyage would be like from the perspective of voyagers. Note – incorrect use of hashtags in twitter.. But still over 73K follows the story line – including me.

BTW – Think of social as a

continuous plot over a series of episodes

Do you know of Twitter’s new VINE application? 6 second videos. I’ve realized watching Adam Goldberg that VINE’s success will be in the total storyline not the individual posting. Brands often focus so much on the wall post that they forget the overall plot.. Not a source but an excellent article on same concept: http://www.digiday.com/brands/brands-need-a-new-type-of-newsroom/“Brands need to pursue more than a one-night stand with content and move toward sustaining a voice across multiple platforms, with multiple storylines and creative bursts that pull in divergent audiences.”

2. Understand how your customers make purchase

decisions.

This is consistently the first thing I do on any strategy project.

Behavioural Economics: Understanding the social, cognitive or emotional triggers in buying decisions

Okay – there are lots of really good, pretty dry books on this subject. Start with wikipedia and start looking at various types of triggers. I only outline one here.. Social proof -- although technically storytelling (or brand narrative) is influential in decision making..

Social Proof:The compelling reason to do something is because someone else is doing it.

Eating at a busy restaurant…

Consumer motivations to keep up with social norms…

Source: BC Blog on Community Energy: http://bit.ly/VeP2q5Source: “Social Norms & Energy Conservation”, Journal of Public Economics. June 2010 http://bit.ly/

Y8nhOKSource: TED talk Feb 27th – “The Pyschology of Saving Energy – Alex Laskey” - http://bit.ly/ZMDugp

People trust other people & online medias.

I’ve used this survey for over 5 years. Note the tremendous trust with people I know. Personally, I think this is to the detriment of trip advisor.. I see trust in people I know will eventually trump all consumer opinons online.. Also note the trust in online medias (high) vs. offline.To find this: Google these terms: “Neilsen global trust survey”, look for 2012 or go to image seach.

Social recommendations – it is coming. Get ready now by managing your recommendations on any platform – particularly those accessed by mobile.

Source: http://www.expertreviews.co.uk/general/1287187/google-flight-search-takes-off

3. Help people to create their stories of your brand

Tell the story from the perspective of the target market

This is a post on Facebook. It speaks about celebrating Canada Day in the US. It is appropriately directed to Canadians.

Research before you use “influencers”

There are tiers of influencers based on:

• Domain of credibility• Ability to create message

reach• Relevance to your audience• Timing• Channel alignment

This is a whole presentation in itself. I learned of influencer tiers from Maureen Dennis and various journalists that I’ve had the privilege of speaking to. The only article that I found on the matter is referenced in this slide --- see herehttp://blog.coherentia.com/index.php/2011/04/friday-fives-finding-and-connecting-with-influencers/

Thank You.

A little more on influencers. Please recognize the tiers. Please know that wifi is their lifeblood. Try not to mix the tiers together. And most important – share your brand objectives & key messages. So few brands seem to do that..

Thank you. Laurie

PARKING LOT

Allow your community to be your voice