mslgroup creative storytelling

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Storytelling is a part of MSLGROUP’s DNA. This presentation explains why we believe storytelling is important to you, your company, your brands or your corporate reputation today. We also share with our approach to Storytelling that is designed to make you an expert storyteller and make Public Relations professionals expert story strategists, developers and editors.

TRANSCRIPT

  • Story

  • Your Story LANDSCAPE

    Defining Your PURPOSE

    Discovering Your STORY

    Understanding Your AUDIENCE

    Discovering your story

  • Discovering you story 1. Your story landscape

    KILLER QUESTIONS

    1. What is your strategic business

    objective?

    2. Describe your operating

    environment?

    3. What is your communication

    objective?

    4. Who are you targeting?

    5. What is the competition doing?

  • Discovering your story 2. Defining your purpose

    Defining your PURPOSE

    Defining THE STORY you need to TELL

  • Discovering your story 2. Defining your purpose

    Introducing PurPle

  • Discovering your story 3. Your story

    Defining THE STORY

    YOU need to TELL

  • Discovering your story 3. Your story

    AVG had AMBITIONS

    To be (much) MORE than an ANTI VIRUS business

  • Discovering your story 3. Your story

    Story: The Guardian Angel

    Bringing peace of mind to our connected world

    THE WHY?

  • Discovering your story 3. Your story

    Story: The Guardian Angel

    We protect us is the defining philosophy of AVG. By collaborating with their users AVG is

    able to design products and services that

    anticipate their users needs to freely explore

    and develop in their increasingly complex

    connected world, unbounded by fear or

    hindered by technological complexity

    THE HOW?

  • Discovering your story 3. Your story

    Story: The Guardian Angel

    AVG offers a secure ecosystem of

    products that are best-in-class and

    ensure absolute security

    THE WHAT?

  • AVGs path to FAITH

    From a commodity tech SUPPLIER to a lifestyle

    PARTNER in our digital lives

    Discovering your story 3. Your story

    Cyber bullies: How one British child in five falls victim to aggressive behaviour online

    Android users need to be even more careful with their phones than they are with their PCs

  • Discovering your story 3. Your story

    this drove BRAND

    AWARENESS Which in turn was reinforced

    by recommendation ultimately

    INCREASING downloads and

    REVENUE

  • Discovering your story 4. Understanding your audience

    WHO are they?

    WHERE are they?

    WHAT are they talking about?

    What are they SAYING about you?

    Who do they LISTEN to?

  • ONLINE INSIGHT

    Discovering your story 4. Understanding your audience

  • PEOPLES LAB: direct ideation & co-creation

  • 50 women, 5 cities 2. million conversations + 6

    Discovering your story 4. Understanding your audience

  • Discovering your story

    Purpose

    Story

    Influencers

    Messages

  • Dynamic storytelling

    Think like a PUBLISHER

    PLAN

    IMPROVISE

    RESPOND

  • Dynamic storytelling 1. Plan

    editorial council

  • 2. Editorial council explodes the story across

    themes

    1. Identify conversation themes

    4. Search external Platforms Influencers Search engines

    4. Search internal Existing Owned media

    5. Back to the Editorial Council

    LEAD, PLAY, PARTNER, AVOID 3:12 STORY ENGAGEMENT BLUEPRINT

    Dynamic storytelling 1. Plan

    3. Establish key word set

    Iden

    tify

    R

    ese

    arc

    h

    Pla

    n

  • The Story Engagement Blueprint

    Dynamic storytelling 1. Plan

    Across paid, owned and earned media

  • IMPROVISE own the moment

    Dynamic storytelling 2. Improvise

  • Reactive Content: Amstel Bier Boston Bruin Bar Tab

  • Dynamic storytelling 3. Respond

    CRISIS & ISSUES

    Time-sensitive comments with negative

    undertones. The community manager is

    allowed to respond to comments after

    confirming management or guidance from MSL.

    TIME-SENSITIVE

    RESPONSE/ACTION

    Comments that require specific

    information or management guidance.

    GENERAL RESPONSES

    General comments or questions related to

    COMPANY that are positive in nature.

    The community manager is encouraged to

    freely respond to comments.

    TIER 3

    TIER 2

    TIER 1

  • 3:12

    Story

    Engagement

    Blueprint

    Dynamic storytelling

  • Creative storytelling

    7 rules of

    CONTAGIOUS CONTENT

    TRANSMEDIA CREATIVE

  • Creative storytelling 1. Transmedia creative

    PAID EARNED OWNED

  • Rules of contagious

    content:

    It MUST be

    purposeful

    insightful

    easy to engage with

    entertaining, rewarding or informative

    It SHOULD

    leverage themes and trends

    unify

    play on emotion

    Creative storytelling 2. 7 Rules of contagious content

  • Contagious Content: Oreos Seasonal Celebrations

  • Contagious Content: P&G Proud Sponsors of Mums

  • Contagious Content: Burberry Art of Trench

  • Contagious Content: Evian Roller Babies

  • Creative storytelling

    Content

    SHARED

    and

    RESHARED

  • 5. Virality

    4. Engagement

    1. Impressions

    3. Click-through

    2. Volume

    % of total audience/fan base and reach

    total aggregate shares & likes

    reach

    transmedia transfer efficiency)

    the number of conversations created/infiltrated

    Sentiment PRE Sentiment POST Net

    REPUTATION

    score