storytelling session
TRANSCRIPT
helping createbrands for the future
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STORYTELLING IN AN ALWAYS-ON,
MOBILE WORLD
What are the changes we notice?
Is quick and dirty trumping quality reportage?
Are there new, interesting ways of telling a story?
Are there examples of old brands reinvigorating themselves with storytelling?
Nothing captures the current scenario better,
on so many counts.
OUR WORLD HAS INDEED
CHANGED
From sharing information to intermediaries
To producing final content
AND
From passive consumption
To sparking conversations and sharing
IS IT AN ACE? OR A RALLY?
If neither, then why create it?
Organic conversations have given way to
‘Content that drives conversations’
CONTENT SHARING
Through informal sources
Trust network has changed
SO HAS MEDIA
Understanding channel behavior is critical.
Facebook is not = Twitter, which is not =
Whatsapp, which is not = a blog, which is
not = forum, which is not = YouTube.
THE HUMAN WEB
From SEO
Human Emotion
(Buzzfeed – social URL)
Instructional
Emotional
Wordplay
Tabloid
SELLING WITHOUT HAVING TO SELL
Stories capture your imagination
Stories get passed on
You become the story
HENCE
I need more people to do what I once did
alone earlier.
I need to do this MUCH faster.
At a lower cost.
AND ‘I’ NEED NEW SKILLS TO STAY
RELEVANT
Copy
Design
Media Buying
Tech
REALTIME
Trend mapping and conversation tracking/
response.
Content.
14
Source: Altimeter
Location Based
Brand event
Predictive Analytics
Anticipated Event
PROACTIVE
UNPLANNED
PLANNED
Customer Interaction
Breaking News
REACTIVE
REAL. REAL TIME MARKETING
TRENDING TOPICS
OPEN, REAL-TIME, CRISIS
IN STORE MOBILE OFFERS
PRODUCT LAUNCH
3RD PARTY
REMARKETING/ MOBILE DATA/ SOCIAL CRM
TECH AND PEOPLE
Morning dashboards
Real-time trends
Editorial meetings
ACT LIKE A PUBLISHER
ANDREW STANTON: THE CLUES TO
A GREAT STORY
Toy Story, WALL-E,
“Make me Care”
Clues to a great story
It starts by knowing where you want the story to go
Clues to a great story
It starts by knowing where you want the story to go
Start with a promise
A well told promise
Clues to a great story
It starts by knowing where you want the story to go
Start with a promise
A well told promise
The audience want to work for their meal
They just don’t know it
Got to hide the fact that you are making them work
for their meal
STRIPTEASE
It’s the well organized absence of
information that draws us in
Clues to a great story
It starts by knowing where you want the story to go
Start with a promise
A well told promise
The audience want to work for their meal
They just don’t know it
Got to hide the fact that you are making them work
for their meal
The unifying theory of 2+2
Don’t give them 4
Clues to a great story
It starts by knowing where you want the story to go
Start with a promise
A well told promise
The audience want to work for their meal
They just don’t know it
Got to hide the fact that you are making them work
for their meal
The unifying theory of 2+2
Don’t give them 4
What’s your itch?
What drives your brand’s story
Clues to a great story
It starts by knowing where you want the story to go
Start with a promise
A well told promise
The audience want to work for their meal
They just don’t know it
Got to hide the fact that you are making them work
for their meal
The unifying theory of 2+2
Don’t give them 4
What’s your itch?
What drives you?
Change is fundamental in stories
If they go static, they die
Clues to a great story
Drama is anticipation mingled with uncertainty
Clues to a great story
Drama is anticipation mingled with uncertainty
A great story has a strong theme running through it
Clues to a great story
Drama is anticipation mingled with uncertainty
A great story has a strong theme running through it
The secret sauce
Can you invoke wonder?
Can you hold people?
The best stories invoke wonder.
Clues to a great story
Drama is anticipation mingled with uncertainty
A great story has a strong theme running through it
The secret sauce
Can you invoke wonder?
Can you hold people?
The best stories invoke wonder.
Express values you know
HARLEY-DAVIDSON
Freedom Stories
MAHINDRA RISE
CAMPAIGNS
Spark the Rise
Rise Prize
World Class from India
Rise for Good
WE ARE INNOVATING FOR THE FUTURE
INDIA IS RISING
THERE IS RISE IN EVERYTHING WE DO
REAL-REAL TIME IS A LOT OF WORK
LOTS OF ADVANCE PLANNING
AND MAXIMISING IMPACT WITH CONTENT
DRIVING OUR POINT
WE BREAK STORIES INTO BYTE SIZED INFOGRAPHICS
THE BRANDS I LOVE
Red Bull
Nike
SOME FUN TIPS TO WORK YOUR
COPY
Source: Copyblogger
Before- After- Bridge
Rule
Before – Here’s your world
After – Imagine the problem solved
Bridge – Here’s how to get there
Source: Copyblogger
Here’s How
Example
It takes a year’s time for an Indian farmer to create vermi-
compost. Through his innovation Gurnail Singh Dhonsi
cuts that time to a day. Here’s how: (link)
Problem – Agitate - Solve
Rule
Identify a problem
Agitate the problem
Solve the problem.
Source: Copyblogger
Here’s How
Example
Would you let children with special needs remain
marginalized? Or combat the stigma and stereotyping with
resolute Chitra? Let’s together give these children a new
life. Here’s how (link)
The psychological pull of open loops
Rule
Create a cliff-hanger with your content
Here’s How
Example
How losing our biggest client led to our biggest month in
sales. (link)
Source: Copyblogger
Write to one person
Rule
Good advertising is written from one person to another.
Who is your ideal reader? Find out, then write to them.
Here’s How
Example
They’re 25 of the richest entrepreneurs, and their journey
began with a downfall. Here’s how they rose : (link)
Star - Story - Solution
Rule
Star – The main character of your story
Story – The story itself
Solution - An explanation of how the star wins in the end.
Source: Copyblogger
Here’s How
Example (From Mahindra Rise)
Arathi & Usha are reclaiming Puttenahalli to a bird-
watchers paradise by energizing their community. How will
you #RiseForGood today?
