#14 Eyed Media, Literally & L ThinkMarch 10, 2015

#14 Eyed Media, Literally & L ThinkMarch 10, 2015

LET’S SHOW YOU HOW IT’S DONE!

Newer trend Everyday people

using accessible digital tools to tell their stories

Compelling, emotionally engaging, and interactive stories

A company’s perspective in greater detail

Solving a problem, but by levelling with your people

Building emotion, it will help you get attention

SCREAMING YOUR PERSONAL BRAND!

Share stories on the Interneto Multimedia Movies: YouTube, Vimeoo Audio Broadcasts: Podcastso Webinars

Accessible media tools and softwareo Web cameraso Voice recorderso iMovie / Windows Movie Makero Final Cut Express How-To videos (Meet Sally!) White board videos

Our brains are wired to understand & retain stories

Humans are driven by:o Positive emotions, personal

feelings, experienceso Likeability

o Friendlinesso Relevanceo Empathyo Relevance

Increases:oBrand loyaltyoTrusto Connect your brand

with your end useroLikelihood to buy

It’s time to incorporate narrative content into your digital storytelling!

Cultivate a deep understanding of your target audience

Mandatory buyer persona

Ask your customers: Why did they buy fro you? How did they find you? What questions did they ask during the

sales process? What drove them to start looking for a

solution?

Identify emotional drivers & be authentic

What are the emotional triggers that pull customers towards your brand?

Share details to make your story relatable: name, place, outcomes

Adapt your story to the medium

Make it shareable

Ensure credibility

Merge storytelling with data

Move your audience emotionally and intellectually

Encourage user-generated content

Share different perspectives of your story

Start a hashtag, interview influencers in your space, hold a contest

Problem: Getting women to buy men-based body wash for their man

Campaign: “The Man Your Man Could Smell Like”

Product: Old Spice Body Wash

Agency: Wieden + Kennedy, Portland, OR

Solution:o Flawless execution of a one take viral

videoo Released via YouTube and TV

commercialso Fan interaction – submit questions

Problem: Breath new life into an old kids toy

Campaign: 90-minute “Lego Movie”

Product: Lego toys

Agency: Warner Bros., Hollywood, CA

Solution: o Well-written movie appealing to

adults and kidso Product is the message – Lego sceneso Deep message – We are all

imaginative builders at any age

Problem: Retain market share in coffee category against new entrants e.g. McDonalds

Campaign: “Every Cup Tells A Story”

Product: Tim Horton’s coffee

Agency: J. Walter Thompson (JWT), New York, NY

Solution: Tug at Canadian heartstrings Encourage user generated content Website (EveryCup.ca) and social

media integration

#14 Eyed Media, Literally & L ThinkMarch 10, 2015

Content & Statistics:https://www.facebook.com/business/news/value-of-storytelling-on-facebookhttp://www.theguardian.com/media-network/media-network-blog/2014/aug/28/science-storytelling-digital-marketinghttp://www.poweredbysearch.com/transmedia-storytelling-transforming-digital-marketing/http://digitalmarketingmagazine.co.uk/digital-marketing-advertising/christmas-2014-how-advertisers-used-storytelling/1381http://adage.com/article/digitalnext/beginning-end-storytelling/294975/http://www.thesaleslion.com/brand-storytelling-example-lego-movie/http://www.christinapinto.com/index.php/tim-hortons-every-cuphttp://contentmarketingexperience.i-scoop.eu/wp-content/uploads/sites/6/2014/06/Storytelling-Infographic-%E2%80%93-source-Fathom.gif

Imagery: Google Images Database