getting your story right | digital conference | 27 october 2016

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