The Storymaking Bible: The Future of Storytelling

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THE STORYMAKING BIBLEThe master guide, regularly updated, for how brands are backtracking on storytelling and building on customers stories insteadDavid BerkowitzPrincpal, Serial [email protected]@dberkowitz Latest update:October 2016

Is storytelling the future of marketing? Lets hope not. Merely telling a story is a dated, broadcast-era phenomenon. Instead, marketers should craft stories based on the stories consumers are already sharing, as those are the ones that matter the most. Learn how to do it in this talk featuring examples illustrating the 6 traits of great storymaking. 1

As this deck is regularly updated, here is a list of recent revisions in case you have seen most of this before:Added American Eagles Aerie to ReciprocalAdded Burberry to ReciprocalAdded Organic Valley to ReciprocalAdded Haagen-Dazs UK to Fan-InspiredAdded Palmolive to DecentralizedAdded Storymaking: Unhappy Endings toward endAdded Guitar Hero Live to ReciprocalRecent revision history(previous updates are in the notes)

Previous updatesAdded Nest to Fan-InspiredAdded McDonalds Canada to Fan-InspiredAdded Foot Locker Play My Tweet to ParticipatoryAdded Marmite to ParticipatoryAdded Microsoft Denmark / Mew to Reciprocal

Added Pedigree to Participatory sectionAdded Starbucks red cups to Authentic sectionAdded Quotes section at end with Starbucks as first exampleAdded Starbucks white cups to Reciprocal sectionAdded Oreo Wonderfilled to Participatory sectionAdded Peanutize Me to Participatory sectionAdded Sprite + Snapchat example to Reciprocal sectionAdded resources on penultimate slideAdded #AutumnInNYC example to Reciprocal section

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[email protected] @dberkowitzwww.serialmarketer.netslideshare.net/davidberkowitz

For more updates, subscribe to my monthly newsletter, the Serially Sporadic:http://mrktr.net/seriallysignup

@dberkowitz

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Before we beginI presented a short version on this theme, A Story about the End of Storytelling, at Inbound 2014 (the link goes to the SlideShare from last year) and expounded on this in Ad Age. I then detailed a framework for storymaking at Inbound 2015 in Revenge of the Storymakers. Read those for far more context. This presentation gives more examples and offers a framework for storymaking. This presentation will be continually updated with new examples.

@dberkowitz

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Check links & notesBe sure to check the links referenced in the call-out boxes. Most go to videos that will give you a far greater appreciation for each example; some also link to featured sites or news coverage. Additionally, you can find even more links in the notes field, so feel free to download this.

@dberkowitz

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Whats storymaking?The future of storytelling isn't about telling anyone anything. It's about storymaking, where the brand facilitates and taps into the stories people are creating and sharing with each other. Storytelling is the epitome of the old one-way, broadcast mindset that so many of us in marketing are trying to leave behind. Storymaking, by contrast, is far more fulfilling, and exactly what will matter to the people all brands are trying to reach. Ad Age, September 2014

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From storytelling to storymaking6 traits of storymakingWay too many examples (youre welcome)Action itemsMemorable quotesStorymaking: Unhappy EndingsResources

BEST OUTLINE EVERRRRRR

The problem with storytelling this gem from Marketoonist (continued on the next slide) is really everything you need to know

Source: www.marketoonist.comhttps://marketoonist.com/2011/04/brand-storytelling.html

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Source: www.marketoonist.com9

Heres what happens when searching for stock photos about storytelling

Storytelling and the odd confluence of teddy bears

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Storytelling and the odd confluence of teddy bears

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Storytelling and the odd confluence of teddy bears

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Storytelling and the odd confluence of teddy bears

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Why are there always BEARS?????!?!?!?!?!??

Storytelling and the odd confluence of teddy bears

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Storytelling is an ancient art. Weve been painting stories on cave walls for tens of thousands of years.

Storytelling as an ancient artLascaux Caves, 17,000 years agohttps://en.wikipedia.org/wiki/LascauxImage via: https://www.emaze.com/@ALQCLLC/European-caveshttps://www.cantonart.org/media/1/8/2-Lascaux%20Cave%20Drawing.jpg

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But storymaking is ancient too. The Hands Cave in Argentina shows a story that people told together a story whose legacy spans 9,000 years.

Storymaking heres some kind of collective actHands Cave Argentina 9,000 years agohttps://en.wikipedia.org/wiki/Cueva_de_las_Manoshttps://upload.wikimedia.org/wikipedia/commons/f/f4/SantaCruz-CuevaManos-P2210651b.jpgThe real difference between storytelling & storymaking16

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TRAITS OF STORYMAKING

StorytellingStorymakingProprietaryParticipatoryIdea-inspiredFan-inspiredCentralizedDecentralizedPredeterminedUnpredictableUnilateralReciprocalApprovedAuthentic

Storytelling vs. Storymakingvia @dberkowitz

@dberkowitz

1) ParticipatoryParticipatory here means that the whole campaign or program is dependent on people sharing their own stories, and brands then amplify those. In this overly sweet video (or maybe Im just bitter because my high school years looked nothing like this, Coca-Cola demonstrates how it seeks to strike a chord with its target audience.

Share a Coke(Does anyone watch this and think, damn, I wish my high school years were like this?)Next slide: YouTube Share a Coke videohttps://www.youtube.com/watch?v=HUzPwIP9BqE

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1) ParticipatoryIn this video, see the results of Coca-Cola rolling out such a participatory campaign. Its all about creating opportunities for moments like this to happen.

Following slide: Share a Coke baby announcement on YouTube - #ShareaCoke with the McGillicuddyshttps://www.youtube.com/watch?v=h5yyzdgnxoc20

1) ParticipatoryCoca-Cola continued #ShareaCoke in 2015. One tactic used was buying the first sponsored emoji on Twitter and then setting a world record for Worlds Longest Cheers with 170,000 tweets. Also note Coca-Cola is the first brand to sponsor emoji on Twitter.

http://www.coca-colacompany.com/innovation/marketing/cheers-shareacoke-on-twitter-and-help-set-a-world-record21

1) ParticipatoryDuring the 2015 Christmas season, love it or hate it spread Marmite created a Facebook app to personalize jars and give them to friends who are either naughty or nice. Not every brand is willing to say, Give this to someone because theyll hate it. Authenticity matters.

https://www.facebook.com/Marmite/photos/pb.15672425113.-2207520000.1450357400./10156235688350114/?type=3&theaterhttp://mashable.com/2015/11/11/marmite-personalisation-service/?utm_cid=mash-com-Tw-main-link#yxpYDXrDi8qIhttps://www.facebook.com/Marmite/

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1) ParticipatoryIts not just Coke doing this. Digiday covers how JBL had people share their #cordfail moments to promote wireless headphones. See the story for an example of how JBL worked with Vine star Logan Paul to kick it off (the videos pretty funny).

#CordfailJBLUsed Vine Star logan paul http://digiday.com/brands/jbl-asks-users-share-cordfail-stories/23

1) ParticipatoryWhat kid in America didnt grow up playing horse? (It was the only game of basketball I could occasionally win as a pint-sized bookworm.) Foot Locker tapped into that accessible fun by encouraging fans to challenge star James Harden in a game of Horse.

Foot Locker Horse with James Hardenhttps://www.youtube.com/watch?v=d3n_FY559aQ24

1) ParticipatoryFoot Locker and James Harden teamed up again for a game of Play My Tweet, forcing the basketball star to sing Im a Little Teapot and take selfies with camels.

http://www.adweek.com/adfreak/james-harden-reluctantly-takes-selfie-camel-foot-lockers-twitter-dares-campaign-167524https://www.youtube.com/watch?v=pznnxBkyhdc25

1) ParticipatoryStorymaking isnt just for B2C brands. For a great B2B example, check out how Owens Illinois articulated the wonders of glass through customers stories.

Owens Illinois glassmakers B2B examplehttp://chooseglass.glassislife.com/http://www.glassislife.com/

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1) ParticipatoryFor the 2015 Peanuts movie, word spread rapidly about it with the Peanutize Me feature where people could create avatars resembling characters in the series.

Get PeanutizedPeanuts Moviehttp://www.peanutizeme.com/

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1) ParticipatoryFor the 2015 holiday season, Oreo piggybacked on the interest in adult coloring books and let customers customize packaging. Even before buying a pack, creations could be shared across social channels.

https://shop.oreo.com/28

1) ParticipatoryPedigree New Zealand launched a radio station for dogs, K9FM, in 2014. Owners could call in and leave shoutouts for their dogs listening to the station at home.

http://www.k9fm.co.nz/http://adsoftheworld.com/media/online/pedigree_k9fmhttp://bobcm.editiondigital.com/best-of-branded-content-marketing-2015-global-edition#!page10.229

2) Fan-InspiredStorymaking often starts by following the stories fans and customers share about a brand and category. Burger King noticed the groundswell of support in social media around the then-discontinued Chicken Fries and used that as the impetus to bring back the product.

Burger King Chicken Fries30

2) Fan-InspiredBy offering content such as Chicken Fries emoji, the brand enabled its young-skewing target audience to include Burger Kings brand in their own stories that they share with their friends. Thats powerful brand placement, becoming part of peoples messages rather than an ad unit.

Burger King Chicken FriesEmoji story in Mobile Commerce Daily: http://www.mobilecommercedaily.com/burger-king-unwraps-emoji-keyboard-for-chicken-fries-return Ad Age story on emoji keyboard: http://adage.com/article/cmo-strategy/burger-king-adds-chicken-fries-permanent-menu/297716/ 31

2) Fan-InspiredWhat about directly tapping fans to come up with products? Betabrand enlists eager entrepreneurs to do its R&D. Thats how Jesse Herzog crowdfunded the Suitsy.

Betabrand - https://www.betabrand.com/how-it-worksMore: http://www.saydaily.com/2014/10/storymaking https://www.betabrand.com/mens-business-suit-onesie-hybrid.html

Next slide for video: https://www.youtube.com/watch?v=hvbuq7zHQxoBetabrand - https://www.betabrand.com/how-it-workshttp://www.theguardian.com/fashion/shortcuts/2014/sep/19/suitsy-go-to-work-in-onesie-jesse-herzogHerzog hasnt designed any other clothing, but he ran a popular hot-dog shack called Zog Dogs until 2013, which briefly became famous for launching a hot dog into space. He is now looking for support to bring the Suitsy to a wider audience. Hes put the idea, and a video of the prototype, on crowdfunding site Betabrand, where it has attracted 400 votes in three days.Herzog turned to San Franciscan company Betabrand because he wanted to minimise the risk to himself while launching the product. But though he is keen to emphasise its practicality, he says: Its also a bit of fun. I dont think those two things are necessarily mutually exclusive.

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2) Fan-InspiredIf you only watch one video referenced in this presentation, youll find a years worth of inspiration in Jesse Herzogs Suitsy pitch. Warning: your neighbors may need to peel you off the floor after.

Betabrand - https://www.betabrand.com/how-it-worksMore: http://www.saydaily.com/2014/10/storymaking https://www.betabrand.com/mens-business-suit-onesie-hybrid.html

Next slide for video: https://www.youtube.com/watch?v=hvbuq7zHQxoBetabrand - https://www.betabrand.com/how-it-workshttp://www.theguardian.com/fashion/shortcuts/2014/sep/19/suitsy-go-to-work-in-onesie-jesse-herzogHerzog hasnt designed any other clothing, but he ran a popular hot-dog shack called Zog Dogs until 2013, which briefly became famous for launching a hot dog into space. He is now looking for support to bring the Suitsy to a wider audience. Hes put the idea, and a video of the prototype, on crowdfunding site Betabrand, where it has attracted 400 votes in three days.Herzog turned to San Franciscan company Betabrand because he wanted to minimise the risk to himself while launching the product. But though he is keen to emphasise its practicality, he says: Its also a bit of fun. I dont think those two things are necessarily mutually exclusive.

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2) Fan-InspiredHeading up customer service at McDonalds cant be a fun job, as the brands an easy punching bag. Yet McDonalds in Canada launched a program dubbed Our Food, Your Questions where it fields many of the tougher questions that consumers answer, effectively disarming some critics.

http://yourquestions.mcdonalds.ca/34

2) Fan-InspiredNest encourages users to send clips from its home monitoring cameras in the #caughtonNestCam campaign. It has created a video of the best submissions. Heres to home reads the tagline.

https://nest.com/submit-clip/https://www.youtube.com/watch?v=hVwUV_Aq0mM35

2) Fan-InspiredDuring the 2016 Wimbledon tournament, Haagen-Dazs UK filled its Instagram account with crowd reaction shots. On occasion, spectators were eating ice cream, but such shots were in the minority.

http://www.adweek.com/adfreak/h-agen-dazs-fills-its-instagram-great-wimbledon-pics-fans-not-players-172390https://www.instagram.com/p/BHr0X60Biyg/?taken-by=haagendazsuk36

3) DecentralizedStorymaking can benefit from decentralized campaigns, where marketers let fans share content wherever they want, rather than through a specific site or platform. For Universals movie Ouija, they worked with Fullscreen to make social media star Kian Lawley disappear in a video stunt, and fans participated through a range of platforms.

Fullscreen / Ouija Kian

http://blogs.wsj.com/cmo/2014/10/24/universal-pictures-ouija-makes-youtube-star-disappear/

Video: https://www.youtube.com/watch?v=D57P96-U9No

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3) DecentralizedBeats created a brief meme with its #SoloSelfie, showing fans how to do it, and inspiring some odd examples that had little to do with the headphones.

Beats Solo SelfieAt a microsite but mostly housed anywhere people uploaded a #soloselfiehttps://www.youtube.com/watch?v=vfDW7ugTRJ8http://beatssoloselfie.com/38

3) DecentralizedPalmolive promoted its Naturals line with a branded filter in the hot artsy photo styling app Prisma. The app itself isnt a destination, so Palmolive gave up control as to where the photos themselves would live.

Palmolive makes pics prettier in pink with branded Prisma filterRelated story: Gett (Uber rival) uses branded Prisma filters too http://digiday.com/brands/uber-rival-gett-enjoying-lift-filter-prisma/

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Halfway there. Lets use this image again!

Storytelling and the odd confluence of teddy bears

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4) UnpredictableWhen engaging in storymaking, brands should accept that those stories will often go in unforeseen directions. When Visa Checkout tapped Odell Beckham Jr to set a Guinness World Record for one-handed catches, it inspired others to try the stunt too including Iowa Hawkeyes star Tevaun Smith. In such scenarios, marketers can proactively reach out to others to encourage them (if not pay them) to co-opt such stunts.

Visa NFLhttp://www.guinnessworldrecords.com/news/2015/1/behind-the-scenes-as-odell-beckham-jr-sets-record-for-one-handed-catches

Tevaun Smith Iowa videohttps://www.youtube.com/watch?v=VHtc5QeNMSo

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4) UnpredictableNot everyones going to love everything you do. Sometimes, especially if its politically charged or addresses a social issue, many people will hate it. Honey Maids inclusive Wholesome campaign took a lot of nastiness and made something positive out of it.

Honey Maid This is Wholesomehttps://www.youtube.com/watch?v=cBC-pRFt9OM&feature=youtu.beTurning it on its head creating artwork based on negative comments42

4) UnpredictableFor one of the stranger examples, check the Lincoln Music Selfie Experiment (or the teaser for it), where you turn yourself into a sound.

Site https://securemg.lincoln.com/musicselfie/Teaser https://www.youtube.com/watch?v=yz1vMHakze0

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5) ReciprocalWhen tapping customers stories, whats in it for them? In Adobes Make It With Creative Cloud campaign, students get experience and exposure that can change their lives. Always think about what value youre providing your fans, influencers, and customers.

Adobe Make it With Creative Cloud Girl Skateboardshttps://www.youtube.com/watch?v=Mfz40LpHnaw44

5) ReciprocalAdobe is a consistent storymaking brand. It featured customers art in its TV spot celebrating the 25th anniversary of Photoshop.

http://www.adobe.com/products/photoshop/25-year-anniversary.html Dream On spot https://www.youtube.com/watch?v=QmYc1MNJaQc 45

5) ReciprocalTiffany shared customers stories about true love, and that was enough to get people to participate. After Tiffany launched its What Makes Love True campaign and a mobile app to find engagement rings, it reported sales spiking 20%.

Tiffany What Makes Love Truehttp://www.paceco.com/tiffany-co-digital-marketing-gem/Emotive selling seemed to work for Tiffany, with a reported 20% increase in sales after the launch ofWhat Makes Love Trueand anengagement ring finder mobile app.46

5) ReciprocalBertolli, celebrating its 150 year anniversary, encouraged fans to share how they like to celebrate and then delivered some personalized content in return. Even when automated, a soupcon of personalization can make a campaign feel more meaningful.

Bertolli 150 Years Celebration Activation47

5) ReciprocalNew York City recruited Instagram Ambassadors in the fall of 2015 tapping some high-profile judges to feature #AutumnInNYC photos

http://www1.nyc.gov/nyc-resources/autumn-in-nyc.pagehttps://instagram.com/nycgov/48

5) ReciprocalTaking a cue from from customers who have been doodling designs on cups for years, Starbucks in 2014 invited consumers to send in their white cup designs, with the winning design printed on a limited edition Starbucks cup.

http://www1.nyc.gov/nyc-resources/autumn-in-nyc.pagehttps://instagram.com/nycgov/https://news.starbucks.com/news/starbucks-invites-you-to-decorate-its-iconic-white-cup49

5) ReciprocalDanish rock band Mew teamed up with Microsoft Denmark to have Microsoft Office 365 orchestrate a music video co-created with fans. The final clip of The Night Believer includes 1,000 individual contributions from 65 countries.

http://bobcm.editiondigital.com/best-of-branded-content-marketing-2015-global-edition#!page47.2https://www.youtube.com/watch?v=-ll9hRC-ilghttp://www.mewx.info/behind-the-night-believer-featuring-frengers/50

5) ReciprocalIn another example from Coca-Cola, in Brazil, Sprite is putting consumers Snapchat IDs (Snapcodes) on millions of cans of soda as to give its customers more followers. Initial users chosen had their Snapchat followers triple in two weeks.

Adweek: Sprite Wants Snapchat Users to Get More Friends Via Its Canshttp://www.adweek.com/news/technology/sprite-wants-snapchat-users-get-more-friends-its-cans-167916

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5) ReciprocalGuitar Hero Live asked fans to lip sync to Ed Sheerans pop song Sing via the hot Gen Z app Musical.ly, generating 100,000 entries that were collectively viewed more than 100 million times. You can watch the compilation.

https://www.youtube.com/watch?v=s_lZ6-PJZXwhttp://investor.activision.com/releasedetail.cfm?releaseid=944969

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5) ReciprocalOrganic Valley updated its site in April 2016 to focus on its farmers, telling their stories and encouraging people to visit them. The New York Times called it table-to-farm marketing.

https://www.organicvalley.coop/our-farmers/http://mobile.nytimes.com/2016/07/18/business/media/organic-valley-traces-milk-back-from-table-to-farm.html53

5) ReciprocalBurberry shows off how its customers wear its iconic coat in Art of the Trench, where people who submit such photos are featured on its site.

http://artofthetrench.burberry.com/54

5) ReciprocalAmerican Eagle brand Aerie took a Dove-inspired twist and launched its #AerieREAL campaign in early 2014 featuring entirely unairbrushed models. Some could be stereotypical prom queens, but a range of body types are featured, and Aerie features young women who tag themselves, especially on Instagram. Most impressive is that the campaign never ended and became a core part of the brands identity.

https://www.instagram.com/explore/tags/aeriereal/https://www.ae.com/featured-aeriereal/aerie/s-cms/6890055http://www.huffingtonpost.com/2014/01/17/aerie-unretouched-ads-photos_n_4618139.html55

6) Authentic

6) AuthenticNone of this storymaking stuff matters unless its done a way thats true to the brand and resonates with the stories people really tell. Meet Me at Starbucks worked well in this regard, as so many people have made meaningful connections there.

Meet Me at Starbuckshttp://www.marketingmagazine.co.uk/article/1314584/starbucks-celebrates-real-moments-human-connection-global-campaignMeetme.Starbucks.comhttps://www.youtube.com/user/Starbuckshttps://www.youtube.com/watch?v=mYdpsbfW-Fw56

6) Authentic

6) AuthenticTaking a cue from customers who have been doodling design on cups for years, this years design is another way Starbucks is inviting customers to create their own stories with a red cup that mimics a blank canvas. Starbucks on its 2015 red holiday cup design

Story Behind Starbucks Holiday Red Cupshttps://news.starbucks.com/news/the-story-behind-the-design-of-starbucks-red-holiday-cups-for-2015Taking a cue from customers who have been doodling designs on cups for years (Starbucks held acontestto support this creativity), this years design is another way Starbucks is inviting customers to create their own storieswith a red cup that mimics a blank canvas.

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6ACTION ITEMSFOR STORYMAKING

StorytellingStorymakingActionProprietaryParticipatoryInviteIdea-inspiredFan-inspiredListenCentralizedDecentralizedOrganizePredeterminedUnpredictablePlanUnilateralReciprocalIncentivizeApprovedAuthenticAccept

Storytelling vs. Storymaking

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Invite othersListen to what customers are sayingOrganize in a way that makes sensePlan for the unexpectedIncentivize participationAccept the truths about your brand59

Gratuitously using this one more time.

Storytelling and the odd confluence of teddy bears

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STORYMAKING QUOTES

Jeffrey Fields, Starbucks VP of Design & ContentIn the past, we have told stories with our holiday cups designs. This year, we wanted to usher in the holidays with a purity of design that welcomes all of our stories.

Source: Starbucks

https://news.starbucks.com/news/the-story-behind-the-design-of-starbucks-red-holiday-cups-for-201562

Raja Rajamannar, Mastercard Chief Marketing & Communications OfficerConsumers dont want to hear brand stories; they want to be part of the story, so we have shifted from storytelling to storymaking. We enable, create, and curate experiences for consumers; thats the way to connect to them.

Source: WSJ

http://deloitte.wsj.com/cmo/2016/11/30/mastercards-shift-from-storytelling-to-storymaking/?utm_content=buffer086d6&utm_medium=social&utm_source=linkedin.com&utm_campaign=buffer63

STORYMAKING: UNHAPPY ENDINGS

Unhappy EndingsStorymaking doesnt always work out so well. This section will include examples of what can go wrong and how to avoid it.

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ForcedCoca-Colas 2016 GIF the feeling campaign let people customize branded GIFs and share them on Tumblr, but it felt too much like an ad, so some people hacked the campaign. Soon, Coke banned some words including expected swear words, and also off-brand words like obesity. That can backfire further though, causing rebels to put in even more effort to break the system.

http://digiday.com/brands/coca-colas-gif-maker-getting-trolled-tumblr/https://www.tumblr.com/search/coca%20cola?66

SlideShare: A Story about the End of StorytellingSlideShare: Revenge of the StorymakersAd Age: The Beginning of the End of StorytellingAd Age: 6 Characteristics of Great StorymakingResources

Keep in [email protected] @dberkowitzwww.serialmarketer.net slideshare.net/davidberkowitz

@dberkowitz

David Berkowitz@dberkowitz

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