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How to turn Brands into Storyteller? Ketchum defines 5 steps of success for break through stories in marketing.
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Where Has Your Hero Gone? Turning Companies into Storyteller
Petra Sammer, Partner | Chief Creative Officer
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Do we need new Superheros in PR?
We think: yes.
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• Text • Information • Product
• Image • Emotion • Story
Today Tomorrow
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Successful Communications needs new methods to break through.
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Welcome to Storytelling.
We share stories since 25.000 generations of mankind.
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• Stories call up emotions.
• Stories provoke pictures.
• Stories are entertaining.
• Stories refer to our experiences.
• Stories aim at our subconscious mind.
• Stories anchor information.
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Why storytelling? • Information Overkill
• Evolution of PR: From product/company
centricity to storytelling.
• Journalists search for more: Quality Journalism, Partisan Journalism, Investigative Journalism…
• „We are all journalists now“: Brands become media companies (Scott Grant, 2007) such as Red Bull, Coca Cola, Ebay, Siemens, American Express…
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Where do you need a story?
Paid Media Owned Media
Earned Media
Converged Media*
*Altimeter Group
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The future is about Converged Media.
Paid Media
Owned Media
Earned Media
Converged Media*
Drives traffic
Reinforces interest
*Altimeter Group
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„Build content around a brand, not about it.“ Rebecca Lieb, Altimeter Group
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What makes a great story?
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Storyline Meaningful Brand
Every story needs a Reason to be told.
Hero
Every story needs one main character.
Every story starts with a Conflict.
Emotions
Every story gains Attention.
Transmedia & Liquid
Every story deploys Viral Power.
5 Step-Storytelling-Model ©Ketchum
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5 Step-Storytelling-Model ©Ketchum
Her
o
Tra
nsfo
rma
tion
Emot
ion
Med
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Mea
ning
ful B
rand
s
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What are you talking of?
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What´s your company´s story? Vision, Mission, Values What story does your brand stands for? Brand Core, Values
Every story needs a reason to be told.
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What
How
Why
Change the way you tell your story.*
Company, Brand, Product: Mission
Product-features, explanation how a company works etc….: Values
Believe, Purpose, Cause: Vision
Tell your story: Inside
out not
Outside in
*Simon Sinek: Golden Circles of Communications
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Link your story to a Basic Desire.
Love & Connection
Security & Stability
Independency & Freedom
Self-fulfillment & Live your dream
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Security & Stability
Independency & Freedom
Self-fulfillment & Live your dream
Love & Connection
Link your story to a Basic Desire.
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Who is your hero?
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Supporter Enemy
Victim
Hero
archaic action anti romantic tragic
Every story needs a hero.
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One main character makes
the difference.
We identify ourselves and
connect with one individual and not
with “a (target) group”.
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How do you get interest in your stories?
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Head
Heart
Contradiction
Every good story starts with a conflict.
Head
Heart
Past Future
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The Hunt The Journey The Romance
The Metamorphosis The Tragedy
Every hero transformes in a conflict.
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Corporate Storylines.
Who I am: The most traditional form of brand-to-costumer communication, brands simply and rapidly communicate their existence. (“All are the same, but I am different”) Why I’m here: These stories help forge a link between a brand and a particular time, place, service, mindset or need. (“All do the same business, but I am special”) I have a dream: These stories seek to inspire an audience with a vision of how the world or a category should behave. Successful visions are simple, well defined and bought into by consumers. (“And this will change the world.”) I know what you’re thinking: Brands that are never shy of drawing attention to the elephant in the room and tackling it head on. (“No one tells the truth, but I do.”)*
I’ll show you how: Brands often use “teaching” stories – either to demonstrate a product benefit or feature or to drive behavioural change – to ensure consumers rapidly understand what they offer. (“And this will solve your problem.”) I back you up: These stories disrupt normal corporate storytelling. The brand is stepping back and behind the consumer who is featured as a hero. The brand is supporting whatever a consumer is doing. (“It´s not about me, it´s about you.”) *Quotes from: http://buzzdriverstories.wordpress.com
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Corporation / Product / Brand
Information (News / Product Features …)
Impact (Benefit / Reason Why)
2. Narrative
1. Protagonists
3. Storyline
Elements of a PR-Story.
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Corporation / Product /
Brand
Information (News, Product Features …)
Impact (Benefit / Reason Why)
2. Narrative
1. Protagonists
3. Storyline
Elements of a PR-Story.
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Our Client (Corporation / Product /
Brand)
Information (News, Product Features)
Impact (Benefit / Reason Why)
We need to shift.
2. Narrative
1. Protagonists
3. Storyline
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Images are the new Heroes.
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Great stories evoke emotions.
Emotion Humor Ironic Aesthetic Surprise Touching
Information Enlighting Educational Simplification Inspiring Innovative
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Facebook: 3,000 pictures every second 250 million every day Instagram: 40 million per day Tumblr: 61.6 million daily Flickr: 6 billion since 2004
Visual Tsunami
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The world is complex. Text is complex. An image is easy to read.
The world is at speed. Text takes time. An image is so much faster. The world is full. Full of information. An image breaks through.
The world is global. Text needs translation. An image is multilingual.
Why images win over text.
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What wins on YouTube?
1. PSY - GANGNAM STYLE (971 million views) 2. Somebody That I Used to Know - Walk off
the Earth (Gotye - Cover) (140 million) 3. KONY 2012 (97 million) 4. "Call Me Maybe" by Carly Rae Jepsen -
Justin Bieber, Selena & Co. (54 million) 5. Barack Obama vs Mitt Romney. Epic Rap
Battles Of History Season 2 (45 million) 6. A DRAMATIC SURPRISE ON A QUIET
SQUARE (39 million) 7. WHY YOU ASKING ALL THEM QUESTIONS?
.. #FCHW (39 million) 8. Dubstep Violin- Lindsey Stirling- Crystallize
(38 million) 9. Facebook Parenting: For the troubled
teen (35 million) 10. Felix Baumgartner's supersonic freefall
from 128k' - Mission Highlights (30 million) *
*Top 10 YouTube Videos | End 2012
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Secrets of successful viral videos
1. Don´t overuse your logo. Users don´t share pure promotion.
2. Have a hot start: create joy in the first seconds.
3. Create an emotional roller coaster: change tempo.
4. Surprise is stronger than shock.
5. Focus on users who love to share: Extroversions and Egocentrics.
Source: Harvard Professor Thales Teixeira
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What can we offer?
1. Über-Images
2. Events to offer Status Stories
3. Support to manage their images
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„You have to have an
unique image every day –
across all channels.“
Susan Wassel Communications Manager
Sharpies / Newell Rubbermaid
Visual Storytelling
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New Rules of Storytelling
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Book Movie Game
Book Movie Game The whole is only the sum of its parts. Dissatisfying: conclusion to consuming all media.
The whole is more than the sum of its parts. Satisfying: euphoria of collecting the pieces.
Traditional
Transmedia
Transmedia Storytelling
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Transmedia Storytelling: Siemens\answers
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5 Step-Storytelling-Model ©Ketchum
Her
o
Con
flict
Emot
ion
Med
ia
Mea
ning
ful B
rand
s
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How to work with
Hero
Con
flict
Emot
ion
Med
ia
Mea
ning
ful B
rand
s
Corporate Identity/
Positioning
Hero & Brand Shaper
Content Strategy
Style & Tonality
Media & Digital
Strategy
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Interested in more?
• TED Talk by Shekar Kapur: We are the stories we tell ourselves. http://www.ted.com/talks/lang/en/shekhar_kapur_we_are_the_stories_we_tell_ourselves.html
• The Secret of Pixar Storytelling: http://www.awn.com/articles/secret-pixar-storytelling • Robert McKee: Story. Substance, structure, style and the principles of screenwriting. London 1998. • More on visual storytelling: http://de.slideshare.net/gapingvoid/gapingvoid-effective-visual-strategies-
13968978?from=favorite_email • Great examples on transmedia storytelling are to be found here: http://www.creativesandbox.com/ • A great example is this on AlkaSetzer: http://www.creativesandbox.com/#/case-study/google-alka-seltzer-proje
brief-by-google?&_suid=1353779046773037369701230852 • Das Zukunftsinsitut über transmediales Erzählen: http://www.trend-update.de/2011/12/01/transmediale-rabbit-ho
liquid-content/ • Coca Cola about liquid storytelling: http://www.youtube.com/watch?v=LerdMmWjU_E ,
http://www.youtube.com/watch?v=fiwIq-8GWA8 • Und das hat Coca Cola daraus gemacht: http://www.indiskretionehrensache.de/2012/11/coca-cola-content-
strategie/ - http://www.coca-colacompany.com/
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Petra Sammer Partner | Chief Creative Officer
[email protected]| www.ketchum.com | http://blog.ketchum.com| www.kreativ-block.blogspot.com | www.kanalgruen.de | twitter.com/PetraSammer
