storytelling (digital marketing today)
TRANSCRIPT
StorytellingLecture #7: Digital Storytelling
UGBA 198 - Fall 2016Haas School of Business, Berkeley
Julian Gamboa-Ramos
The process of making a connection with the customer first, and selling a product second.
● Storytelling is an expansion on content marketing.○ Entice your customer with possible life scenarios.
■ “Attain the unattainable.”○ Make audience feel something for your product.○ Lead culture, do not follow it.
Storytelling
Storytelling may focus on one or all:
● Narrative● Language● Produced Content● User Generated Content● Community● Analysis
The Art Of Storytelling
What is the story and narrative behindeverything you do as a brand?
● What does your brand represent?● Platform features: one-on-one interaction?● Presentation: active viewer vs. passive viewer?
● Describe “Coca-Cola”
Narrative
How do you actually connect with people in the language they understand best?
● Correct usage, know the platform!○ Used correctly - praise and participation.○ Used wrongfully - criticized and ridiculed online.○ Recycle content wisely!
Language
What types of stories appeal to your content marketing “personas”?
● Establish or change the perception of your product.○ Sell them an experience, not a product/service.
● Marketing touches on human emotions.○ Can your content make the consumer feel anything?○ Can that feeling be associated with your product?
Produced Content
What about the stories your customersand ‘audiences’ are already telling?
● How are your users utilizing or interacting with your product? What stories do they hold?○ Humanize the results of your product or service.○ What stories does your product convey to users?○ Showcase “If they could do that, so can I” idea.
User Generated Content
Adobe | 10 Websites, 10 Days
How can you use storytelling in less branding-related ways?
● Influencers○ People trust people more than companies.○ “Humanizes” your marketing campaign.
■ Not solely to sell product, but interaction!
Community
How do you make use of digital information and the user-generated content?
● Platform metrics○ Platform positioning is of utmost importance!
● Functionality○ How does interaction work in the chosen platform?
● Consumer behavior○ Would they click your links? Swipe up? Double-tap?
Analysis
