building your narrative - entrepreneurship 101

Building Your Narrative

So,what is

this?

Atmento Labs has developed Feret®, a mobile

communica8ons tool that allows users to effec8vely relay

ideas through various forms. By harnessing the power of

your thoughts, Feret allows you to instantly and easily

convey these messages to your key customers and

audiences, in any language, thereby allowing you to

effec8vely sell your ideas to a broad group of

stakeholders. Feret’s unique, intui8ve design has been

embraced by consumers and Fortune 500 companies

around the world.

Tesla Motors was founded in 2003 by a group of engineers in Silicon Valley who wanted to prove that electric cars could be beLer than gasoline-‐powered cars. With instant torque, incredible power, and zero emissions, Tesla’s products would be cars without compromise. Each new genera8on would be increasingly affordable, helping the company work towards its mission: to accelerate the world’s transi8on to sustainable transport.

In today’s world, nearly everything has become easier. It’s 8me inves8ng followed suit. We believe inves8ng should be simple, smarter, and low-‐cost. Because when it is, we can go about our lives knowing that our financial future is safe and secure. That’s why we created Wealthsimple.

Nearly a decade ago we started an online store to sell snowboard equipment directly to those who loved the sport as much as us. We could have listed our products on a number of marketplaces, but we wanted to own our brand and build rela8onships with our customers, along with selling our goods. Such a tool didn’t exist, so we built it for ourselves. We soon realized a number of other stores were in need of a hassle-‐free plaVorm to build their retail business, and Shopify was born. We focus on making commerce beLer for everyone, so businesses can focus on what they do best: building and selling their products. Today, merchants use our plaVorm to manage every aspect of their business — from products to orders to customers, selling online, in retail stores, and on the go.

Storytelling in the Age of Social News Consumption

Ar8cles

White Papers

Images & Graphics

Video & Audio Assets

Mobile Assets

Blog Posts

A New Dynamic

Iden8fy a story

Develop press release

Pitch to media outlets

Collect hits

Measure earned media impressions

Iden8fy a story

Create mul8ple formats

Amplify through syndica8on plaVorms

Pitch to tradi8onal/hybrid/

online outlets

Amplify on social media channels

Outreach to bloggers/ influencers/ advocates

THEN NOW

1.  More than 75% of journalists say they feel more pressure

now to consider their story’s poten8al to be shared on social

plaVorms.

2.  To make their stories more shareable, journalists are

infusing their stories with five key ingredients: video/images,

brevity, localiza8on, more use of human voice and a

proximity to trending topics.

3.  Journalists see five key trends impac8ng their profession this

year: more mobile-‐friendly content, faster turnaround

8mes, more original video, less newsroom staff and social

media growing in influence.

Study:Today’s Media

Pressures

h"p://www.edelman.com/insights/intellectual-‐property/2015-‐edelman-‐media-‐forecast/

Good PR Stories…

–  Are about people, not ins8tu8ons

–  Establish and resolve a conflict

–  Are moving, not sta8c

–  A great story => great content

=> engages people => people share great content

PR is built on EARNING the right to have your story featured –

a relatable story around your brand that drives engagement and relevance.

How Do We Build Your Narrative?

Step 1: Define your audienceStep 2: Understand their media habitsStep 3: Identify why you matterStep 4: Draw in your audienceStep 5: Put it into contextStep 6: Bring in the brand

Step 1: Define your audience

Gender

Age

Income

Marital Status

Parental Status

Occupa8on

Household Income

Loca8on

Lifestyle

Health Fear Excelling at their job Safety Growing their business Values Family Keeping their job Achieving their dreams Step 1

This is a “consumer.”

Trust in sources for general news and information

58

53

44

63

46

2012 2013 2014 2015 2016

Source: 2016 Edelman Trust Barometer Q178-‐182. When looking for general news and informaHon, how much would you trust each type of source for general news and informaHon? Please use a nine-‐point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust) General PopulaHon and Millennials, 25-‐country global total. *From 2012-‐2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.” **From 2012-‐2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-‐Only media.”

Millennials even more trus8ng of digital media than general popula8on

Industry 2012 2013 2014 2015 2016

Search engines* 61 58 61 62 63

Traditional media 62 59 61 57 58Online-only media** 46 44 47 45 53

Owned media 41 40 43 43 46

Social media 44 41 44 45 44

General Popula8on

Millennials Gap

66 3

58 0

58 5

51 5

51 7

Step 2: Where is your audience getting its information?

what

Step 3

VS. why

Step 3:Identify why you matter

Old vs. New/Young

Time & Space

Regional Variances

Na8onal Variances

Disrup8ve Tech

Step 3: What are your competing forces?

Your Company

Industry Impact

Step 3

1. Get in close & personal

–  Family

–  Home and health

–  Community

–  Work/workplace

–  Humanize it!

2. Connect the dots –  Tie to news/current

event

–  Iden8fy a trend

–  What can you tell them that they don’t already know?

Step 4: Draw in your audience

–  Why hasn’t this problem been solved?

–  What are the consequences of inac8on?

–  What is your unique perspec8ve?

Step 5: Put it into

context

–  Why do you want to help?

–  What is your proposed solu8on?

–  Why do you believe your solu8on will work where others have failed?

Step 6: Bring in

the Brand…paint a picture of a future that needs you in it.

The pace of business innovation is too fast by a 2-to-1 margin

Q349-‐351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today and select the response that most accurately represents your opinion. (Not Enough, Too Much) Informed Publics, 27-‐country global total. (2015 Edelman Trust Barometer)

The pace of development and change in business and industry today is…

28% TOO FAST JUST RIGHT

19% 51% TOO SLOW

The Earned Brand | Edelman 2015 |

h"p://www.edelman.com/insights/intellectual-‐property/earnedbrand/

But they question your motives

66% 70%

65% 69% 67%

61% 65% 65% 67%

62% 65%

Global Australia U.K. U.S. Japan France Germany Brazil China India Mexico

Q14. What do you think the role of innova8on is for brands today and in the future? (today)

Percent who say the role of innova8on for brands today is “to make more money for the company”:


consumers believe brands are innova0ng to make more money for the company

in 2 3


People believe that brand innovation should have big goals with societal impact

Q14. What do you think the role of innovaHon is for brands today and in the future? (in the future)

to improve society

to push our thinking as a society

to let us be one step ahead of other countries

69% 63% 66%


agree that brand innova0on needs to impact society (one or more of the following)

in 9 10


–  Inform transparently so you can educate consumers to help them make a choice

–  Operate with purpose to show how you fit into the bigger picture and are an ac8ve par8cipant in society

–  Make your mark by doing something unique or differen8a8ng that is worth of aLen8on

–  Live with character that is true to your brand and has a personality that consumers can buy into

Brand Behaviours



–  Do you have a third-‐party spokesperson who can vouch for you?

–  What data/research do you have to support your proposed solu8on?

–  What about anecdotes/tes8monials?

–  Visuals (photos, infographics, videos, video illustra8ons)

How about some support?

Step 6

Every Voice MattersPercent who trust informa8on created by each author on social networking sites, content sharing sites and online-‐only informa8on sources, 2015 vs. 2016

General Popula8on

50%

67 61

53 46

39 46

40 34

30 26

78

65 62 55

49 44 42

37 32 31

My friends and family

An academic expert

Companies that I use

Employees of a company

A company CEO

A journalist A well-known online

personality

Elected officials

Celebrities Companies I don’t use*

Source: 2016 Edelman Trust Barometer Q598-‐609. Thinking about the informaHon you consume, how much do you trust the informaHon from each of the following authors or content creators? (Top 4 Box, Trust) General PopulaHon, 27-‐country global total, quesHon asked of half the sample. * Asked as “Brands I don’t use” in 2015.

+11 +10

2015 2016

Ask yourself: Does your story start with:

A) People and their problems B) A brand / product

Is the picture you paint: A) Specific B) General

Do you offer: A) Third-‐party research and/or customer tes8monials B) Pla8tudes and opinion

Does your story place emphasis on:

A) Emo8on B) Tech specs and data

Do you have informa8on gaps? A) No B) Yes

Do you believe the story? A) Yes B) No

Step 7: Take a step back

1 A great story is built on a human insight or universal truth your audience cares about – it goes beyond product news and drives a bigger conversa8on

2 Taps into a current societal or cultural trend and/or solves a real problem

3 An ownable story or narra8ve told in language people use (no jargon!!)

4 Connects the consumer emo(onally to the brand + resonates

5 Taps into credible + trusted advocates that already influence your target

6 Creates a moment in 8me or leverages a 8mely hook

7 Comes to life via content with strong visual appeal (video, infographics, images)

8 Integrate work across all marke8ng disciplines

9 Promotes and protects

10 Is measurable

Must-Haves

Thanks

Jason Kinnear Senior Vice President/NaHonal Sector Lead, Technology Edelman Canada [email protected]

building your narrative - entrepreneurship 101

Small Business & Entrepreneurship