Cut Through The Noise. The 3Es of Brand Storytelling - Emotion, Engagement, Experience.
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Transcript of Cut Through The Noise. The 3Es of Brand Storytelling - Emotion, Engagement, Experience.
Cut Through the Noise
The 3Es of Brand Storytelling: Emotion, Engagement, and Experience
Tunisha Singleton, PhD Candidate
Media Psychologist, Chief eXperience Offier, JabCross Media
The gridirons of real life and digital media are saturated with content.
Copyright Tunisha J. Singleton | @TSingletonSays | JabCross Media
Media is no longer “a thing” separated from identity
• Part of human culture• Hero enabling• Conduit to personal, social &
global change • Tool for economic and
professional growth• Barrier breaking
Copyright Tunisha J. Singleton | @TSingletonSays | JabCross Media
“A cyborg is not Terminator or Robocop, but the experience of everyday life that's been altered by technology. Everyone that uses technology is a superhuman.”
Amber Case, Cyborg Anthropologist
“It's not so strange anymore because it's the norm -- most everyone else around us is also a superhuman. The only time we notice it is when our devices run out of power. We're all super humans until our devices lose energy.”
Copyright Tunisha J. Singleton | @TSingletonSays | JabCross Media
Media psychology is an applied research method which uses psychological science as the lens for the study, analysis and development of traditional and emerging media communications and technology.
Copyright Tunisha J. Singleton | @TSingletonSays | JabCross Media
“Let tech be the car and story be the driver. The car isn’t going anywhere w/o something behind the wheel driving it right?
Let story make the tech relevant & practical, or watch it sit & collect bird sh*t like an old Buick.”
~Tunisha J. Singleton, Ph.D. ABD
The Need for Story
Copyright Tunisha J. Singleton | @TSingletonSays | JabCross Media
The acceleration of content is no longer enough for brand or product
sustainability
Copyright Tunisha J. Singleton | @TSingletonSays | JabCross Media
Innate Storytellers
o Contagiouso Bring people togethero Build loyalty, empathy,
connections
Copyright Tunisha J. Singleton | @TSingletonSays | JabCross Media
So...how do I make my project stand out?
Copyright Tunisha J. Singleton | @TSingletonSays | JabCross Media
Sculpt your story with a set of 3Es:
1)Emotion2)Engagement3)Experience
Copyright Tunisha J. Singleton | @TSingletonSays | JabCross Media
1) Emotion
Strategically use technology to build emotionally-binding content.
Understanding the human drivers of behavior with research will tap into your audience’s needs and help create brand loyalty.
Copyright Tunisha J. Singleton | @TSingletonSays | JabCross Media
Emotion in Immersive Media
360 and VR experiences entering the non-profit sector
Cause marketing + social advocacy efforts
Build empathy to turn users into donors CharityWater.org
Photo: Adam Mason
Copyright Tunisha J. Singleton | @TSingletonSays | JabCross Media
Emotional Components of Identification/Commitment
Affective Continuance Normative
Want Need Should
2) Engagement
Ignite our social and digital media landscape with activity.
Invite opportunities to engage and see their experience come to fruition.
Copyright Tunisha J. Singleton | @TSingletonSays | JabCross Media
Transmedia Storytelling and Participatory Culture
Being honest, authentic, and true to your brand’s core story will open doors for interaction.
“Participation creates loyalty as a byproduct of ownership.”
- Dr. Pamela Rutledge,
Media Psychologist
Copyright Tunisha J. Singleton | @TSingletonSays | JabCross Media
Engagement in the Vertical of Sports Media
Synergy Sponsorship research
Insatiable Social Animals:
78% of sports fans state that ease of access and immediacy of information are key drivers for social media use
Copyright Tunisha J. Singleton | @TSingletonSays | JabCross Media
Copyright Tunisha J. Singleton | @TSingletonSays | JabCross Media
Multiplatform Brand of Kyle
Long
3) Experience
Products and services come and go. But great experiences have no expiration date.
Learn the research tools to hone your project’s experience. Turn precious moments into valuable assets.
Copyright Tunisha J. Singleton | @TSingletonSays | JabCross Media
“Companies should realize that they must make memories (and not goods) and create the stage for generating greater economic value (and not deliver services). Goods and services are no long enough. Customers now want experiences and they’re willing to pay admission for them.”
Experience Economy, - B.
Joseph Pine II and James H. Gilmore, cofounders Strategic Horizons LLP.
Copyright Tunisha J. Singleton | @TSingletonSays | JabCross Media
Women empowerment
brand experience
Reebok Campaigns 2015
#BeMoreHuman 2016
#PerfectNever
Copyright Tunisha J. Singleton | @TSingletonSays | JabCross Media
Remodeling Reebok Through Core Values
Challenges
Authenticity
Equality
Pure performer products Style trendsetting swag Restoring nostalgic products
“Pumps” Les Mills Group X classes UFC affiliation Ronda Rousey lead
spokeswoman
Copyright Tunisha J. Singleton | @TSingletonSays | JabCross Media
Copyright Tunisha J. Singleton | @TSingletonSays | JabCross Media
Experience is Undefeated.
Feel it.
Remember it.Share it .
Copyright Tunisha J. Singleton | @TSingletonSays | JabCross Media