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Using Digital Storytelling in apps: marketing and creativity | #IWHE14 4th INTERNATIONAL WORKSHOP ON HIGHER EDUCATION Universitat de Vic // Tell me with an App // Armando Liussi, Academic Director of PG Digital Marketing Inesdi
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Tell me with an AppUsing digital storytelling in apps for
marketing, from creativity
Mando Liussi@mandomando
mandomando.com
Helping leaders make the shift to social
D e c , 3 t h | T e l l m e w i t h a n A p p
Developer point of view
• Real App Strenghs
• User's supposed needs
• Business related supposed needs
• Company's supposed needs
• Brand's supposed needs
Goal?SWOT?
D e c , 3 t h | T e l l m e w i t h a n A p p
User point of view
• Need-Use Timing
• Social context
• First time Motivation
• Usage: Fidelity & engagement
D e c , 3 t h | T e l l m e w i t h a n A p p
Company point of view
• Marketing
• Communication
• Productivity
• HR
• Control
D e c , 3 t h | T e l l m e w i t h a n A p p
Brand point of view
• Visibility
• Popularity
• Reputation
• Conversion
• Virality
D e c , 3 t h | T e l l m e w i t h a n A p p
Needs vs Values
Perception vs Realities
D e c , 3 t h | T e l l m e w i t h a n A p p
Fact:
Mobile growth is
moving into media,
advertising,
software, and
services
Read
more: http://www.b
usinessinsider.com/t
he-future-of-the-
mobile-industry-
2014-
11?op=1#ixzz3KjkKq2
Qx
D e c , 3 t h | T e l l m e w i t h a n A p p
D e c , 3 t h | T e l l m e w i t h a n A p p
Fact:
Mobile Messaging Apps Are Growing At The Cost Of
Social Networking Sites [Study]
Q3 2014 report | GlobalWebIndex
http://ow.ly/Fd1si
D e c , 3 t h | T e l l m e w i t h a n A p p
Fact:
3 downloaded apps in 2013 per 2 in 2014
Deloitte TMT Consumo movil España 2014
http://ow.ly/Fd2Uu
D e c , 3 t h | T e l l m e w i t h a n A p p
Needs vs Values
Perception vs Realities
D e c , 3 t h | T e l l m e w i t h a n A p p
Milestone
D e c , 3 t h | T e l l m e w i t h a n A p p
Milestone attributes
• Paths
• Tags
• Goals
D e c , 3 t h | T e l l m e w i t h a n A p p
Event
D e c , 3 t h | T e l l m e w i t h a n A p p
Event attributes
• Timing
• Place
• Environment
• Extras
D e c , 3 t h | T e l l m e w i t h a n A p p
Event attributes
• Timing
• Place
• Environment
• Extras
• Arrival time
• Duration
• Postdata
D e c , 3 t h | T e l l m e w i t h a n A p p
Event attributes
• Timing
• Place
• Environment
• Extras
• Macro Geo
• Micro Geo
• Building
• Room
D e c , 3 t h | T e l l m e w i t h a n A p p
Event attributes
• Timing
• Place
• Environment
• Extras
• Entities
• Identities
• Relationship state
D e c , 3 t h | T e l l m e w i t h a n A p p
Event attributes
• Timing
• Place
• Environment
• Extras• Goals
• First community
• Newbies
D e c , 3 t h | T e l l m e w i t h a n A p p
Branded event
D e c , 3 t h | T e l l m e w i t h a n A p p
Branded Event attributes
• Timing
• Place
• Environment
• Extras
D e c , 3 t h | T e l l m e w i t h a n A p p
Branded Event attributes
• Timing
• Place
• Environment
• Extras
• Arrival time
• Duration
• Postdata
D e c , 3 t h | T e l l m e w i t h a n A p p
Branded Event attributes
• Timing
• Place
• Environment
• Extras
• Macro Geo
• Micro Geo
• Building
• Room
D e c , 3 t h | T e l l m e w i t h a n A p p
Branded Event attributes
• Timing
• Place
• Environment
• Extras
• Entities
• Identities
• Relationship state
D e c , 3 t h | T e l l m e w i t h a n A p p
Branded Event attributes
• Timing
• Place
• Environment
• Extras• Goals
• First community
• Newbies
D e c , 3 t h | T e l l m e w i t h a n A p p
Every event deserves a story to tell
D e c , 3 t h | T e l l m e w i t h a n A p p
Every branded event
need a story to stick to,
to be efficient,
to be memorable
D e c , 3 t h | T e l l m e w i t h a n A p p
Tell me, I’ll forget
Show me, I’ll remember
Involve me, I’ll understand
D e c , 3 t h | T e l l m e w i t h a n A p p
nomophobia
Tellme with an App
Tellme with an App
TellInvolveme with an App
Using digital storytelling in apps for marketing, from creativity
Involveme with an App
D e c , 3 t h | T e l l m e w i t h a n A p p
Event
D e c , 3 t h | T e l l m e w i t h a n A p p
Eventtimeline
D e c , 3 t h | T e l l m e w i t h a n A p p
Eventtimeline
Event comesEvent is coming Grand Finale
D e c , 3 t h | T e l l m e w i t h a n A p p
Eventtimeline
Event comesEvent is coming Grand Finale
(brand point of view)
(branded)
D e c , 3 t h | T e l l m e w i t h a n A p p
Eventtimeline
Event comesEvent is coming Grand Finale
(brand point of view)
(branded)
leitmotiv /story
D e c , 3 t h | T e l l m e w i t h a n A p p
Eventtimeline
Event comesEvent is coming Grand Finale
(brand point of view)
(branded)
leitmotiv /story
D e c , 3 t h | T e l l m e w i t h a n A p p
Event is coming
D e c , 3 t h | T e l l m e w i t h a n A p p
Event is coming
• Timing
• Place
• Environment
• Extras
• Arrival time
• Duration
• Postdata
• Macro Geo
• Micro Geo
• Building
• Room
• Entities
• Identities
• Relationship state• Goals
• First community
• Newbies
D e c , 3 t h | T e l l m e w i t h a n A p p
Event is coming
(brand point of view)
(branded)
D e c , 3 t h | T e l l m e w i t h a n A p p
Event is coming
(brand point of view)
desire
D e c , 3 t h | T e l l m e w i t h a n A p p
D e c , 3 t h | T e l l m e w i t h a n A p p
D e c , 3 t h | T e l l m e w i t h a n A p p
D e c , 3 t h | T e l l m e w i t h a n A p p
Event is coming
• Timing
• Place
• Environment
• Extras
• Arrival time
• Duration
• Postdata
• Macro Geo
• Micro Geo
• Building
• Room
• Entities
• Identities
• Relationship state• Goals
• First community
• Newbies
D e c , 3 t h | T e l l m e w i t h a n A p p
Eventtimeline
Event comesEvent is coming Grand Finale
(brand point of view)
(branded)
leitmotiv /story
D e c , 3 t h | T e l l m e w i t h a n A p p
Branded event comes
(brand point of view)
property
D e c , 3 t h | T e l l m e w i t h a n A p p
Event comes
Simultweeting
D e c , 3 t h | T e l l m e w i t h a n A p p
Event comes
Simultweeting
D e c , 3 t h | T e l l m e w i t h a n A p p
Event comes
• Timing
• Place
• Environment
• Extras
• Arrival time
• Duration
• Postdata
• Macro Geo
• Micro Geo
• Building
• Room
• Entities
• Identities
• Relationship state• Goals
• First community
• Newbies
D e c , 3 t h | T e l l m e w i t h a n A p p
Event comes
D e c , 3 t h | T e l l m e w i t h a n A p p
D e c , 3 t h | T e l l m e w i t h a n A p p
Grand finale
D e c , 3 t h | T e l l m e w i t h a n A p p
Grand finale
• Timing
• Place
• Environment
• Extras
• Arrival time
• Duration
• Postdata
• Macro Geo
• Micro Geo
• Building
• Room
• Entities
• Identities
• Relationship state• Goals
• First community
• Newbies
D e c , 3 t h | T e l l m e w i t h a n A p p
Grand finale
(brand point of view)
branding
D e c , 3 t h | T e l l m e w i t h a n A p p
Grand finale
• Timing
• Place
• Environment
• Extras
• Arrival time
• Duration
• Postdata
• Macro Geo
• Micro Geo
• Building
• Room
• Entities
• Identities
• Relationship state• Goals
• First community
• Newbies
D e c , 3 t h | T e l l m e w i t h a n A p p
Grand finale
D e c , 3 t h | T e l l m e w i t h a n A p p
one app for meTribe’s apps
D e c , 3 t h | T e l l m e w i t h a n A p p
one app for me“Ego” App
D e c , 3 t h | T e l l m e w i t h a n A p p
D e c , 3 t h | T e l l m e w i t h a n A p p
D e c , 3 t h | T e l l m e w i t h a n A p p
D e c , 3 t h | T e l l m e w i t h a n A p p
3 new apps per day
D e c , 3 t h | T e l l m e w i t h a n A p p
D e c , 3 t h | T e l l m e w i t h a n A p p
• Instagram platform developers
• Global shopping network which connects brands and retailers
• Shoppable photos, rights management and analytics
• News and media publishers to search, request and publish
• Deliver customer service over social media at a large-scale
D e c , 3 t h | T e l l m e w i t h a n A p p
D e c , 3 t h | T e l l m e w i t h a n A p p
Every branded event need a story to stick to,
to be efficient, to be memorable
Tellme withanApp
Show me withanApp
Involveme withanApp
D e c , 3 t h | T e l l m e w i t h a n A p p
Mando Liussi@mandomando
mandomando.com
thanks and stay in touch!
D e c , 3 t h | T e l l m e w i t h a n A p p
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Photo credits
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