photo: @CandaceKuss

DEMYSTIFYING DIGITAL: STORYTELLING

@CandaceKuss

#HKD2

DIGITAL + STORYTELLING

DIGITAL DISTRIBUTION

DIGITAL CREATION + CO-CREATION

BRAIN SURGERY

photo: @CandaceKuss

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10101010101010101010101010/CODEWINSARGUMENTS1010101010<INNOVATIONLION>0101010101010101

H+K LAYERED NARRATIVE SYSTEM

H+K LAYERED NARRATIVE SYSTEM

H+K LAYERED NARRATIVE SYSTEM

H+K LAYERED NARRATIVE SYSTEM

PAID LAYER: WHAT YOU CAN BUY

+ SEARCH MARKETING (SEM)

+ NATIVE SOCIAL ADS

+ PROMOTED TWEETS/POSTS/VIDEOS

+ PPC CONTENT LINKS

PAID

EARNED

OWNED

SHARED

EARNED LAYER: WHAT YOU CAN INFLUENCE

+ SEARCH ENGINE OPTIMIZATION

+ INFLUENCER AND BLOGGER ENGAGEMENT

+ ADVOCACY PROGRAMS

+ PR

PAID

EARNED

OWNED

SHARED

OWNED LAYER: WHAT YOU CONTROL

+ WEB SITES

+ BRANDED MEDIA PLATFORMS

+ BLOGS

+ EMAIL MARKETING

+ APPS

PAID

EARNED

OWNED

SHARED

SHARED LAYER: WHERE YOU ENGAGE

+ SOCIAL NETWORKS + PLATFORMS+ FACEBOOK, TWITTER,

YOUTUBE, GOOGLE+, LINKEDIN, INSTAGRAM, ETC

+ COMMUNITY FORUMS

+ WEBCASTS AND CHATS

PAID

EARNED

OWNED

SHARED

H+K LAYERED NARRATIVE SYSTEM

STRONG BRANDS HAVE A SOCIAL ADVANTAGE

Photo credit: Burberry

STRONG BRANDS HAVE A SOCIAL ADVANTAGE

SHARED NARRATIVE ALLOWS CO-CREATION WITH FANS

SOCIAL BRANDS CAN TALK TO EACH OTHER

• Created within 24hrs of iPhone announcement• Published in five markets via Twitter and Facebook

BRANDS CAN EVEN TEASE EACH OTHER

CUSTOMER SERVICE IS NOW PUBLIC

photo: @CandaceKuss

H+K FLIGHT SCHOOL

Crisis Simulation Training

photo: @CandaceKuss

Oliver Snoddy Reuben HalperYutaro Kojima

Dan Porter Alex VaidyaRichard Peters

Kenyatte Nelson Simon VearneyJerry Daykin+

Derek Luddem

photo: @CandaceKuss

photo: @CandaceKuss

Rosianna Halse Rojas@papertimelady

Jamie Spafford@sortedfood

Brady Haran@BradyHaran

Sanni Sorma @missmai27

Jonathan Saccone-Joly @JonathanJoly

photo: @CandaceKuss

THANK YOU.ENJOY #HKD2

@CandaceKuss