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Thanks to..

Grace Clapham, Change Entrepreneur, Connector and Eco-System Builder. Connecting the dots.

Lizi Hamer, Creative Entrepreneur in residence at Arcade.

Meera Navaratnam, PR Human at Grayling Asia. Wonderful thinker, brilliant mind.

Amy Lavalette

The Art of Storytelling Q&A

Hello

SheSays Singapore Networking

Amy Lavalette VP Asia, Evidently

With 10 years industry experience, Amy has been lucky enough to have worked on some of the world’s biggest brands such as Dove,

Nokia, Coca-Cola and Diageo.

She made the switch into content storytelling based on the realisation that she was watching more YouTube videos than TV

shows.

Recognising the significance of ‘content is king’ and the power switch to real-time consumer advocacy, Amy joined Evidently who

put behaviour change and value exchange at the heart of all content creation.

In between running the Evidently Singapore office, she helps clients (and audiences) unlock brand relevance via storytelling.

The creative content agency Our strategy is storytelling We produce the engaging content your brand deserves*

*deserves, in a good way

The Art Of Storytelling

‘The cat sat on the mat’*

*John le Carré

‘The cat sat on the dog’s mat’*

*John le Carré again. He knows his stuff.

If all you have is a hammer, everything looks like a nail*

* Maslow’s Law

* Storytelling

If you tell me a fact, I’ll learn. If you tell me a truth, I’ll believe. But tell me a story and it’ll live in my heart forever.*

Demystifying Stories

1. Classic Narrative Structure2. Narration3. Simple Tools

1. Basic Narrative Structure

Thought 1: Familiarity breeds contentment*

*Because who likes change, really?

Think of your favourite story...

1994 2004

Friends

2. Narration

Thought 2: Plot vs. Story*

*Stories are jigsaw puzzles. Jigsaw pieces are parts of the plot. Narration is the assemble.

Think of a murder mystery

Thought 3: Make your audience work*

*Because it’s more fun for them when you do

3. Simple Tools*

*To engage and retain our audiences’ attention

Tool 1: Surprise & Suspense

Tool 2: MacGuffin

*A plot device to drive the story

Dove Haiku

Why is 30”, 30”?*

*Hard economics not human behaviour

Thought 4: How long is a piece of content?*

*Longer, deeper, greater

Dear 16 Year Old Me

* One of over 7,000 YouTube comments

The first time someone tried to show me this, I was thinking “Oh God! It’s 5 mins. long...I’m busy, don’t they know how busy I am?!” But then I realized how powerful the message was, and how well put together it was! And then, I did check my skin...and then I went to the doctor...and then I had the mole excised (removed) and biopsied, and then they diagnosed...and guess what, I have melanoma... so glad someone forced “busy me!” to stop for 5 minutes and save my life!!!

leahsk2003*

Dear 16-year-old Me Engagement

1m

2m

3m

4m

5m

0’00” 1’00” 2’00” 3’00” 4’00”

6m

7m

Duration of film

Num

ber

of v

iew

ers

Number of people watching

Engagement Value

5.4 million watched beyond 30’

2.3 million watched the entire message

4 Part Structure

0 Engage “Whisky? Tastes even worse on the way up”

0.24 Inform “This is where they took the cancer out”

3.32 Empower “It takes 10 minutes”

4:07 Advocate Tweet, share this on facebook

In Summary...

Key Storytelling Thoughts

1. Familiarity breeds contentment

2. Let your audience do the work

3. Trick & tease through tools

4. Deep emotional engagement

Thank you!

Your Q’s. Amy’s A’s.

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29 February

SXSW 2015 Preview

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Networking tip #307Think about the thing you really want to do. Or something you are proud of. And tonight tell people about it. We remember people by

creating a memory of them, let the one about you be amazing.

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Join the conversation today: