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A few things to leave you with....

BETTER ENGAGEMENT

CREDIBILITY & TRUST

People listen to stories and love being engaged & Immersed in stories.

Stories get a more authentic message across

Technology enables better stories, and communication of stories

Be human - use 'characters' and emotion to your advantage

RIGHT CHANNEL, RIGHT DEVICE

AUTHENTICITY

The Future?

{

Your:

- Device

- Location

- Web history

- Preferences

Context will play a big role

Imagine going to the cinema or reading a book, where you get the chance to choose the ending.

Imagine being part part of the story...

How Storytelling Is Changing Digital Marketing, And Improving Engagement

Let's Apply The 4'I's

The 4 'I's Of Digital Storytelling

Immersive?

Integrated?

Interactive?

Impact?

See me after class.

4/20

INTERACTIVITY

IMMERSION

We Are On The Cusp Of Something Great...

“92% of people want brands to make ads feel like a story or game"

- Futureofstorytellingproject.com

Google +Post Ads

https://www.google.com/+/business/brands/ads.html

INTEGRATION

IMPACT

BRANDS SHOULD BE MORE HUMAN

BRANDS AND BRAND CHARACTERS

Brand

857,600 followers

5.7m followers

2m followers

Content receives more engagement when there's a person, a personality, behind the content.

'Characters'

8.2m followers

337,000 followers

1.2 followers

1.7m followers

5.2m followers

115,000 followers

'Characters' can significantly enhance your brand awareness and engagement.

What Makes Great Content?

Technology As The Enabler

Storytelling 's Transmedia

Technology killed storytelling...then resurrected it

Images, Videos, Sound, Interviews, Polls, Games, Long Form Content

People can start on one device and finish on another, at a later point

"Somebody pissed on the campfire and forced cultural traditions to fizzle out because of the march of technology"

Technology has a big influence on how we tell modern day stories.

http://www.nytimes.com/projects/2012/snow-fall/

New York Times

BBC iWonder

Best Western

Aims to 'unlock the potential' of content

Every piece of content on BuzzFeed is designed to be shared. If it invokes emotion people are more likely to share it.

It combines both newly-commissioned and archive content that is rich with video, audio, text and graphics, and presented by historians

@montymumford

Technology As The Enabler

Social Media is:

1) A New, short-hand form of storytelling

#TwitterFiction Festival - an all-day, all-night celebration of storytelling on Twitter.

2) A distribution channel for stories - Messages are accentuated by the speed of channels such as Twitter and Facebook

John Lewis - Bear and Hare

YouTube video -> dedicated landing page

Multi-device

Immersive & Interactive

Dedicated hashtag & Twitter handles for bear and hare

Behind the scenes

Interact in-store

GOT IT - CATS AND DOGS!

Then again, maybe not...

Maybe it really is all about humans, cats, interactivity and being part of the story?

NOT EXACTLY...

Most Watched YouTube Video Of 2013

GREAT CONTENT...

GREAT CONTENT NEEDS TO STRIKE A CHORD WITH ME!

- SHOULD STRIKE A CHORD

STORYTELLING!

- BE INTERESTING TO ME

- EVOKE EMOTION

Social Media

Drinking

GREAT STORIES ARE...

Unique?

Funny?

Controversial?

Interesting?

Shocking?

Creative?

Banter

- CAUSE A REACTION

EVOKE EMOTION

AUTHENTIC

Travel Tips

Football

Bad one line jokes

To Me!

MAKE IT AUTHENTIC

Mobile Photography

HUMAN

INTERESTING TO ME

Food & Wine

Skiing

MAKE IT HUMAN

SEO

THOSE THAT INVOLVE EVERYDAY LIFE

MAKE IT ABOUT EVERYDAY LIFE

EVEN BETTER...

IF IT WOULD EVOKE EMOTION.

IF IT WOULD CAUSE A REACTION.

GREAT CONTENT SHOULD TURN MY WORLD UPSIDE DOWN!

Stories Can Be Real...

Movie-making is telling a story with the best technology at your disposal.

" People don't read ads.

They read what interests them, and sometimes it's an ad."

Or Fictional.

- Tom Hanks

"We couldn't differentiate rationally... People were sick of the rational stuff and weren't really listening"

"Many great insurance brands had been built on affection and salience embodied in an icon"

"[The Meerkat approach] would allow us to reward the consumer emotionally."

"As a result the love people have for Aleksandr has had an outstanding impact on the fortunes of the brand."

- Howard Gossage

Types Of Advertising

iBeacons

ATTENTION

Mobiles provide context

INTERACTION

INTENTION

Everyone loves stories

Simon Heyes

@MrHeyes

simon@8MS.com

@8MStories

www.8MS.com

http://goo.gl/Blbm3P

#DMXStorytelling

Thanks!

Did you ever hear a child say "Tell me about data" ?

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