MSLGROUP Creative Storytelling
46
description
Storytelling is a part of MSLGROUP’s DNA. This presentation explains why we believe storytelling is important to you, your company, your brands or your corporate reputation today. We also share with our approach to Storytelling that is designed to make you an expert storyteller and make Public Relations professionals expert story strategists, developers and editors.
Transcript of MSLGROUP Creative Storytelling
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
