PowerPoint Presentation

Bypass Boring: B2B Storytelling For A Bite-Sized World

Scott DonatonChief Content Officer, DigitasLBi

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Beyond BoringBtoB has a perception issue:#B2BMX

BB

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INSERT VIDEO GRAB:https://www.youtube.com/watch?v=m6zh5t8Fh94

INSERT VIDEO GRAB: EPIC SPLIThttps://www.youtube.com/watch?v=M7FIvfx5J10

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INSERT VIDEO GRAB:https://www.youtube.com/watch?v=m6zh5t8Fh94

INSERT VIDEO GRAB: EPIC SPLIThttps://www.youtube.com/watch?v=M7FIvfx5J10

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I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.

--Maya Angelou#B2BMX

Many of you may be familiar

The CONVENTIONAL WISDOM

B2B content, because it typically involves complex, technical information that often needs to clear legal or regulatory hurdles, is boring.

The SCARY

Your audience often knows as much or more about a topic than you do.

The SCIENCE (of a story)

The human brain has evolved to make sense of the world through stories: Most b2b ads target the rational brain, but the rational brain justifies decisions the story brain has already made

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CONVENTIONAL WISDOM

B2B content, because it typically involves complex, technical information that often needs to clear legal or regulatory hurdles, is boring.

ALSO SCARYYour audience often knows as much or more about a topic than you do.

THE SCIENCE OF STORY

The human brain has evolved to make sense of the world through stories: Most b2b ads target the rational brain, but the rational brain justifies decisions the story brain has already made

START WITH WHY

The role your brand or product plays in peoples lives

Principles of great storytelling apply

Ideas based on human insights

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HOW TO GET THERE: START WITH WHY

The role your brand or product plays in peoples lives

Other principles of great storytelling apply

Ideas based on human insights

FIVE PRINCIPLES

Strive for simplicity

Engage emotion to engage understanding

Data are humans in disguise

Empathize

Speak English (at least in English-speaking countries)

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Strive for Simplicity

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INNOVATION INSPIRED BY YOU

Engage Emotion to Engage Understanding

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"We really wanted to build more of an emotional connection with our customers."

Don LeBlanc, CMO at Vistaprint#B2BMX

https://www.youtube.com/watch?v=PXPyIv2WLdI

https://www.youtube.com/watch?v=PXPyIv2WLdI

Empathize

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Psychology of Change

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https://www.youtube.com/watch?v=S7zJ1YpxI1E

Born out of the insight that business leaders lack confidence in their decisionmaking. They dont just need tools to succeed, they need the confidence to succeedWhat makes it great isnt the hero video, its the entire content ecosystem behind it: blogs/quiz/guidebooks/podcast

AMEX (CNN Courageous)Psychology of Change: landing pagePsychology of Change: Change Your World videoPsychology of Change: leadership quiz

Data are humans in disguise

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The Music of Business

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https://www.youtube.com/watch?v=bXmRSaJVcJg

ACCENTUREBelow is the link to the live page. Its a nice summary of event. It includes the work, the journey and the partnerships. Theres no case study but you should be able to pull some information.

We think of Accenture as a perfect B2B partner. They are constantly evolving with technology, supply chain and people. The research they do is really what makes the world go round, however, no one really knows it. Being able to take this super dense white-paper and make them more digestible and approachable to share with the world is amazing. With new ways of thinking about B2B these days you do not need to be a rocket scientist to appreciate the value they bring to the market space.

https://www.accenture.com/us-en/symphonologie?gclid=CMaL5dPAztECFZCFswodKDYNFw&c=str_usgstrstratgenfy17psgs&n=Symphonologie_-_US&s_kwcid=AL!5115!3!152474175309!p!!g!!symphonologie&ef_id=WF7KkAAABZ5lEiBa:20170119151809:s

https://www.youtube.com/watch?v=bXmRSaJVcJg

ACCENTUREBelow is the link to the live page. Its a nice summary of event. It includes the work, the journey and the partnerships. Theres no case study but you should be able to pull some information.

We think of Accenture as a perfect B2B partner. They are constantly evolving with technology, supply chain and people. The research they do is really what makes the world go round, however, no one really knows it. Being able to take this super dense white-paper and make them more digestible and approachable to share with the world is amazing. With new ways of thinking about B2B these days you do not need to be a rocket scientist to appreciate the value they bring to the market space.

https://www.accenture.com/us-en/symphonologie?gclid=CMaL5dPAztECFZCFswodKDYNFw&c=str_usgstrstratgenfy17psgs&n=Symphonologie_-_US&s_kwcid=AL!5115!3!152474175309!p!!g!!symphonologie&ef_id=WF7KkAAABZ5lEiBa:20170119151809:s

Speak English

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Breakthrough

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THE REALITYBusiness to business communications are really about humans talking to humans about their passions, which means: stories are still the fastest and best way to connect.

Trailer for GE/Ron Howard project:https://www.youtube.com/watch?v=LaNcIh0q28k

THE REALITYBusiness to business communications are really about humans talking to humans about their passions, which means: stories are still the fastest and best way to connect.

Trailer for GE/Ron Howard project:https://www.youtube.com/watch?v=LaNcIh0q28k

It doesnt have to be expensive to be sexy

Think beyond video

Engage audiences through print, digital, social content, podcasts, cinemagraphs, and more

Transform what youve already made to unlock new value

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The Objective: Transform under-performing, static content in shareable, snackable, engaging formats.

Content re-imagined

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SNACKTORY

Content transformation: It doesnt have to expensive to be sexyIt allows brands to unlock more value from content investments they've already made.Pull info from Snacktory deckShow examples of boring content transformed into more shareable, engaging formats

VR SNACKTORY

To piggy back on this... Digital audiences are constantly evolving. The desire for new content, new platforms and new experiences is maniacally growing. Let me unleash our newest deliverableThe insight of an infographic. The fascination of a cinemagraph. The engagement of a video. It's here. Our VR solution is not just a specialty play, it's meant to reach your audience wherever they most likely consume content.

This was created for Accenture Strategy and was just sold in yesterday. We can do it in a two week turn around for only 35k as an all in cost or we have a lower end version for 10k. Happy to discuss.

BTW this is for internal review only(ACCN VR) Snacktified (turn setting up to 4k for best quality)27

THANK YOU

(HOPE I DIDNT BORE YOU)#B2BMX

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