five principles for storytelling in a multi-screening world
DESCRIPTION
The increase in multi-screening, coupled with time spent on social channels, means content creation strategies need to evolve. Here are five principles to help you succeed.TRANSCRIPT
Five Principles for Storytelling in a Multi-Screen World
July 2012 Dirk Shaw | Head of Social@Ogilvy West
How do you execute an integrated approach to enterprise storytelling across a vast communications ecosystem in a compelling, continuous manner across multiple screens?
Silos will be broken, stories will be stronger than ever to resonate with the consumption habits of our ever-evolving audience tailored to the place and time they choose to interact with us.
Our narrative will also evolve, from a single point in a press release or advertisement to a living entity that develops fully over the course of weeks or months across multiple platforms.
Let’s first look at media consumption trends shaping why we need to engage in multiscreen storytelling.
http://www.flickr.com/photos/skypeconversations/4663159138/sizes/l/in/photostream/
People are making more time for media consumption eMarketer estimates that the average adult consumes more than 11 hours of media content per day. In November 2011, Facebook alone accounted for an average of 6.6 hours of US social network users’ time during the month.
But, its happening across multiple screens at the same time.
0
7.5
15
22.5
30
Smartphone Computer Tablet
Ways that US Internet Users Talk Online About the TV Ads They Are Watching, by Simultaneous
Device Used*,
Text/email/IM with friends about ads Social network with online communities about adsVoice chat with friends about ads Social network with friends about adsForums blogs or ads' website about ads
source: eMarketer
Which has accelerated the growth of the “Second Screen,”. The second screen enables us to create a coordinated and even synchronous conversation across media.
The increase in multi-screening, coupled with time spent on social channels means existing content creation strategies need to evolve.
Five principles for multi-screen storytelling
1. Act Like A PublisherThe growth of social and mobile channels makes it challenging to tell a consistent story but also provides a great payoff when it can be orchestrated in a way that ladders back up to the brand level. In order to achieve this level of consistency there needs to be a single editorial strategy to align all social content to the global brand messaging, products and proof points.
2. Plan A Multi-Channel Narrative The new path to purchase is not a straight line anymore. Platform, devices and location provide new opportunities to continuously unfold the narrative in a way that is optimized for the context in which it is being consumed. To deliver an always on content experience the story arc will be scripted across multiple channels with clear calls to action that allow people to engage deeper with the content and the community.
3. Be Creatively SwiftActing at the speed of social requires a new creative mindset that understands how to create experiences that are social by design and can move from idea to execution in a rapid manner while staying true to the brand.
4. Use content to build relationships: Too much of the coordination across screens is still broadcasting what is happening somewhere else. Knowing the audience, their needs and what they find valuable allows the story to be tailored in ways that are unique to the audience, platform and context. Keeping each of these in mind while creating content ensures we're always surprising and delighting our audience with great content whenever they're ready to interact with it.
Conversation mix
25%
TOPIC: directly related to brand but not purely brand message
%
BRAND: Related but not strictly product focused
25
%
FEATURE: Strictly related to product features
Volume of Content
50
Communications Marketing
Sales
Creative
Strategy
Measurement
Editorial Mgt
Platforms
Legal
5. Cross discipline collaboration: Telling a brand story is everyone’s job. In order to be consistent, swift and persuasive a tight integration must be created within the organization and across agency partners.
Understanding your audiences multi-screening behaviors will open new opportunities to more deeply engage in a fluid dialog with consumers across multiple platforms in real-time.
Contact:
Dirk Shaw Head of Social@Ogilvy West Email. [email protected] [email protected] Twitter. @dirkmshaw
John Bell Global Managing Director Email. [email protected] Blog. http://johnbell.typepad.com Twitter. @jbell99
About Social@Ogilvy
Social@Ogilvy is the largest social media marketing communications network in the world. Named 2011 Global Digital/Social Consultancy of the Year by The Holmes Report, the practice leverages social media expertise across all Ogilvy & Mather disciplines, offering an extensive list of services within the foundational business solutions – Listening and Analytics; Social Business Solutions; Social Media Marketing and Communications; Social Shopping; Social CRM; Social Care; and Conversation Impact. For more information, visit social.ogilvy.com ad connect with us at www.facebook.com/socialogilvy, www.twitter.com/socialogilvy, www.slideshare.com/socialogilvy
