storytelling in a digital world
DESCRIPTION
Why do some campaigns explode and other's go bust? Learn why viral phenomenons like the #ALSIceBucketChallenge tell a story, polarize audiences, and drive people to action. Discover critical insights into how to craft your brand's story, reach the right audience, and deliver lasting value to your company and your brand advocates.TRANSCRIPT
Storytelling in a Digital World
If you want to be heard, tell better stories.
#inboundcon
Dev Basu @devbasu
What is Storytelling?
Stories connectideas to
a narrative.
In marketing, stories help us tell before
we sell.
#icebucketchallenge$10M donated in Canada
$113M in the United States.
Great stories succeed because they are able to
capture the imaginationof large or important
audiences.
SimpleUnexpected
Credible ConcreteEmotionalShareable
Stories are passed on fromperson to person
Each person owns the idea, modifies it, and can choose to pass it on or let
it die.
Only the best stories survive.
Why does storytelling matter?
TV, Radio, and Print Changed the way stories were told.
Things went from survival of the fittest to survival of the
richest.
Social Media & the Internet changed the paradigm.
People don’t buy what you do, they buy
why you do it.
78% of CMO’s believe that content is the
future of marketing.
2/3 marketers believe branded content is superior
to mass media messages.
Stories make ideas stick.They unlock the ah-ha moment
between the storyteller & the listener.
How can I create value before I extract it?
be authentic.
be interesting.
be personable.
Marketing needs to become a more noble
profession
Bloggers write articlesMarketers tell stories.
The Arc of Great Storytelling
A story is a character in pursuit of a goal in the face of an obstacle or a challenge .
How the character resolves the
challenge is what keeps us interested .
What do these guys have in common?
A Framework for StorytellingThe Hero’s Journey
Setting the Scene
Crises
Mentorship
Magic Gift
Transformation
Resolution
Your Customer is the hero
Your brand is the mentor.
Your solution is their secret weapon.
Setting the Scene
Crises
Mentorship
Magic Gift
Transformation
Resolution
Setting the Scene
Crises
Mentorship
Magic Gift
Transformation
Resolution
Together, you can make magic.
So who’s gonna be heard?
We are .