Technology Trends Driving Digital Storytelling

@TylerDurbin

Marketing Manager of an advertising innovation lab Big fan of using social media to meet new people Proud to call Columbus, O home  

   

TREND #1: THE ONLINE / OFFLINE DIVIDE HAS CLOSED

How  past  genera-ons  shape  our  present  

TREND #2: THE NEW NORM IS NOT SO NORMAL

The new normal is up to the individual. From buying a house to getting married, to starting a career, there is no normal anymore. One could say the new normal is whatever the individual says it is.      

TREND #3: NICHE COMMUNITIES PROVING BENEFICIAL FOR MARKETERS

Niches offer deeper, focused experience. Humans are turning to new and smaller sites and communities to interact with others on a hyper-specific level

Activating your community

FOCUS Map your audience

INSIGHT Identify influencers

PERCEPTION Use analysis to identify target

areas

AUDIENCE Distribute

content through advocates

TREND #4: ALL COMPANIES ARE NOW MEDIA COMPANIES

Today’s customer journey is very dynamic. Humans are constantly checking text messages, Facebook notifications, @replies, bank transactions, emails, and calendars.

Tell your story on your own. It's more authentic that way. Engage in the dialogue that is occurring around your niche. Produce compelling, contextually relevant content. Delight.

Wa�bi Sa�bi [noun] A comprehensive Japanese world view or aesthetic centered on the acceptance of transience and imperfection.

Be human. What we don’t realize is that all the traits we like in humans is also attractive in a brand.

Video is the most powerful way to connect.

How you can be a media company 1)  Produce massive amounts of content 2)  Provide content that is relevant to their

audience at a particular moment of time 3)  Deliver content that is fresh, recent, and

breaking 4) Are present everywhere and leverage

multiple channels

5)  Move quickly and aren’t held back by approvals and lawyers

The people behind the logo come forward.

Virgin.com/richard-­‐branson  

The top 5% of executives in the next few years will have full-time content people around them.

TREND #5: GROWING IMPACT OF COMMUNITY MANAGERS

Big brands are leveraging niche communities. Big brands are going small. And small business is perfectly positioned to succeed in this world.

Understand the role of a community manager. Identify the need, define the role, and set expectations.

•  Personable. Friendly and can talk to anyone.

•  Organized. Not overwhelmed by a constant stream of customer inquiries and issues.

•  Naturally curious. Innovative, extremely creative and constantly looking for ways to improve upon tactics.

•  Word savvy. Exceptional writing skills and can craft everything from emails and blog posts to policies and summaries, easily adjusting your tone/voice accordingly.

CRM strategy

Very few in the organization have a better pulse on the consumer than a community manager. Provide them the opportunity to recommend CRM strategies.

Product development & road mapping Community managers are interacting with the consumer every day. They hear the highs and lows of every voiced experience.

Media buying Interacting with the consumer across channels gives community managers a glimpse into how their consumers are finding and sharing information.

Messaging The community manager knows how the consumer talks. Let them use that knowledge to inform messaging.

TREND #6: SOCIAL GOOD = GOOD MARKETING

THE DRAGONFLY EFFECT

THE DRAGONFLY EFFECT Focus A single concrete measurable goal.

THE DRAGONFLY EFFECT Focus A single concrete measurable goal.

Attention Authentic & memorable. Cuts through the noise.

THE DRAGONFLY EFFECT Focus A single concrete measurable goal.

Attention Authentic & memorable. Cuts through the noise.

Engage Creates a personal connection to the focus. Accesses higher emotions, compassion, empathy.

THE DRAGONFLY EFFECT Focus A single concrete measurable goal.

Attention Authentic & memorable. Cuts through the noise.

Engage Creates a personal connection to the focus. Accesses higher emotions, compassion, empathy.

Take Action Enables and empowers others to take action

THE DRAGONFLY EFFECT Focus Concentrated all resources & attention on achieving a single outcome.

Attention Got people to pay attention and set the foundation for engaging them.

Engage Told a story, mixed media, made it personal.

Take Action Made it easy, established relationships, provided immediate feedback.

TREND #2: CROWD > INDIVIDUAL TREND #7: CROWDSOURCING BREAKS DOWN ALL THE BARRIERS

May the crowd be with you. From simple, task oriented projects to full out creative execution, the “crowd” has broke down nearly every barrier for brands to connect directly with consumers.

TRENDS AFFECTING ADVERTISING AGENCIES

Connection doesn’t happen here. Using social media, McDonalds created a campaign called “Mein Burger” to reach customers to create new menu items.

…und der seiger war Translation: “…and the winner was”

Blah. When SmartCar realized their cars just didn’t have the flare to get people excited. They created a crowd-sourced design studio.    

 

Test in the wild. Kraft’s FirstTaste gives their most loyal

customers a chance to test products

The  Online  /  Offline  Divide  Has  Closed  

The  New  Norm  Is  Not  So  Normal  

Brands  As  Media  Companies  

Growing  Impact  Of  Community  Managers  

Social  Good  =  Good  Marke-ng  

Crowdsourcing  Breaks  Down  All  The  Barriers  

Rethink  your  taglines.  Make  them  repeatable  &  searchable  

Map  your  audience,  iden-fy  influencers,  distribute  through  advocates.  

Niche  Communi-es  Proving  Beneficial  For  Marketers  

Understand  opportunity  areas,  then  see  #3.  

Be  human.  Use  video  to  tell  your  story.  

Have  a  community  manager.  

Create  a  cause  that  aligns  with  your  brand,  then  fly  like  a  dragonfly  

Crowdsource  the  low  profit,  high  effort.  Involve  your  customers  

TREND   STRATEGY  

How I Can Help:

Build a foundation to execute new media strategies

Develop & execute a

social good campaign

Kickstart your crowdsourcing efforts

TylerDurbin.com

@TylerDurbin

Tylerj.Durbin[at]gmail.com