Story

Your Story LANDSCAPE

Defining Your PURPOSE

Discovering Your STORY

Understanding Your AUDIENCE

Discovering your story

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 2. Defining your purpose

Defining your PURPOSE

Defining THE STORY you need to TELL

Discovering your story 2. Defining your purpose

Introducing PurPle

Discovering your story 3. Your story

Defining THE STORY

YOU need to TELL

Discovering your story 3. Your story

AVG had AMBITIONS

To be (much) MORE than an ANTI VIRUS business

Discovering your story 3. Your story

Story: “The Guardian Angel”

“Bringing peace of mind to

our connected world”

THE WHY?

Discovering your story 3. Your story

Story: “The Guardian Angel”

‘We protect us’ is the defining philosophy of

AVG. By collaborating with their users AVG is

able to design products and services that

anticipate their users needs to freely explore

and develop in their increasingly complex

connected world, unbounded by fear or

hindered by technological complexity

THE HOW?

Discovering your story 3. Your story

Story: “The Guardian Angel”

AVG offers a secure ecosystem of

products that are best-in-class and

ensure absolute security

THE WHAT?

AVG’s path to FAITH

From a commodity tech SUPPLIER to a lifestyle

PARTNER in our digital lives

Discovering your story 3. Your story

“Cyber bullies: How one British child in five falls victim to aggressive behaviour online”

“Android users need to be even more careful with their phones than they are with their PC’s”

Discovering your story 3. Your story

… this drove BRAND

AWARENESS Which in turn was reinforced

by recommendation – ultimately

INCREASING downloads and

REVENUE…

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

PEOPLE’S LAB: direct ideation & co-creation

50 women, 5 cities

2. million conversations + 6

Discovering your story 4. Understanding your audience

Discovering your story

Purpose

Story

Influencers

Messages

Dynamic storytelling

Think like a PUBLISHER

PLAN

IMPROVISE

RESPOND

Dynamic storytelling 1. Plan

editorial council

2. Editorial council explodes the story across

themes

1. Identify conversation ‘themes’

4. Search external Platforms Influencers Search engines

4. Search internal Existing Owned media

5. Back to the Editorial Council

‘LEAD, PLAY, PARTNER, AVOID’ 3:12 STORY ENGAGEMENT BLUEPRINT

Dynamic storytelling 1. Plan

3. Establish key word set

Iden

tify

R

ese

arc

h

Pla

n

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’

Dynamic storytelling 3. Respond

CRISIS & ISSUES

Time-sensitive comments with negative

undertones. The community manager is

allowed to respond to comments after

confirming management or guidance from MSL.

TIME-SENSITIVE

RESPONSE/ACTION

Comments that require specific

information or management guidance.

GENERAL RESPONSES

General comments or questions related to

COMPANY that are positive in nature.

The community manager is encouraged to

freely respond to comments.

TIER 3

TIER 2

TIER 1

3:12

Story

Engagement

Blueprint

Dynamic storytelling

Creative storytelling

7 rules of

CONTAGIOUS CONTENT

TRANSMEDIA CREATIVE

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’

Contagious Content: P&G ‘Proud Sponsors of Mums’

Contagious Content: Burberry ‘Art of Trench’

Contagious Content: Evian ‘Roller Babies’

Creative storytelling

Content

SHARED

and

RESHARED

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