Discovering you story 1. Your story landscape

KILLER QUESTIONS

1. What is your strategic business objective?

2. Describe your operating environment?

3. What is your communication objective?

4. Who are you targeting?

5. What is the competition doing?

Discovering your story 3. Your story

Defining THE STORY YOU need to TELL

Discovering your story 4. Understanding your audience

WHO are they?

WHERE are they?

WHAT are they talking about?

What are they SAYING about you?

Who do they LISTEN to?

ONLINE INSIGHT

Discovering your story 4. Understanding your audience

Dynamic storytelling 1. Plan

editorial councilThink like a

PUBLISHER

PLANIMPROVISERESPOND

The Story Engagement Blueprint

Dynamic storytelling 1. Plan

Across paid, owned and earned media

IMPROVISE own the

moment

Dynamic storytelling 2. Improvise

Reactive Content: Amstel Bier ‘Boston Bruin Bar Tab’

Creative storytelling 1. Transmedia creative

PAID

EARNED

OWNED

Rules of contagious content:It MUST be • purposeful• insightful• easy to engage with • entertaining, rewarding or

informative

It SHOULD • leverage themes and trends

• unify• play on emotion

Creative storytelling 2. 7 Rules of contagious content

Contagious Content: Oreos ‘Seasonal Celebrations’

5. Virality

4. Engagement

1. Impressions

3. Click-through

2. Volume

% of total audience/fan base and reach

total aggregate shares & likes

reach

transmedia transfer efficiency)

the number of conversations created/infiltrated

Sentiment PRE Sentiment POST Net REPUTATION

score