View
6.368
Download
2
Category
Preview:
DESCRIPTION
A short presentation on the power of creative storytelling to create belief in and engagement with brands, online and offline.
Citation preview
Story
Your Story LANDSCAPE Defining Your PURPOSEDiscovering Your STORYUnderstanding 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?
AVG’s 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 PC’s”
Discovering your story 3. Your story
… this drove BRAND AWARENESS Which in turn was reinforced by recommendation – ultimately
INCREASINGdownloads 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
PEOPLE’S LAB: direct ideation & co-creation
50women, 5 cities
2. million conversations +6
Discovering your story 4. Understanding your audience
Discovering your story
PurposeStory
InfluencersMessages
Dynamic storytelling
Think like a PUBLISHER
PLANIMPROVISERESPOND
Dynamic storytelling 1. Plan
editorial council
2. Editorial council explodes the story across themes
1. Identify conversation ‘themes’
4. Search externalPlatformsInfluencersSearch engines
4. Search internalExisting 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
Researc
hP
lan
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.
TIER3
TIER2
TIER1
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
andRESHARED
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
Recommended