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GETTING YOUR
STORY RIGHT
@oli lewington
Creating seamless cross-channel
experiences requires compelling
storytelling above all else.
[MIXING BOARD]
[MULTI-OMNI-CROSS TEXT ART IMAGE]
[Big data image – Matrix code]
Data is all well and good,
but it has to be guided by story
[new baby (heel prick?)]
[technology image]
[tools image]
Technology is the set
of tools you use to
guide your supporters
through your story.
Driven by story
[“emotional storytelling” images]
Guy Kawasaki enchantment quote
Successful cross-
channel
experiences stem
from compelling,
emotive stories.
[puzzle or “bang” image]
CONSISTENT
SEAMLESS
AVAILABLE
CONTEXTUAL
[consistent pattern image]
Marketing is like
a meringue.
One size doesn’t fit
all in marketing or
storytelling.
[bundle of string image]
[globe image]The challenge
for charities is
creating the
right world to
tell our stories.
[charity water screen grab]
[train commute image]Seamlessness is
about more than just
being able to
complete a
purchase between
mobile and desktop.
[train commute image]Seamlessness is about
creating a smooth
journey across your
channels.
[hurricane Matthew image]
[multi-screen TV centre image]
[audience image]Your audience
always dictates the
best platforms and
channels to use.
[crown and sceptre image]To have impact,
your story must be
in the right context.
[journey/map image]
[bereavement image]
Putting it into action
UNDERSTANDING YOUR
CUSTOMER JOURNEY
PICKING YOUR CHANNELS
CRAFTING YOUR STORY
COLLECTING AND USING DATA
J.F.D.I.
Understanding
your supporter’s
unique journey to
you and with you is
critical to telling
the right story
[pick your channels]
Craft your (compelling) storyA great story is
clear, concise
and compelling
[data image]Only measure what you can action.
UST
UST UCKING
UST UCKING O
UST UCKING O T
UST UCKING O T
JFDI
It doesn’t take a huge investment and infinite resources to tell stories
well
Yes, the more resources you have the more diverse you can be
across media etc, but…
GETTING YOUR
STORY RIGHT
@oli lewington
Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk
27 October 2016
London
#charitydigital
Digital
conference