Presentation for WOM Marketing Summit 2013 by Edelman Japan
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SAME GAME, DIFFERENT RULES Why Storytelling Is An Essential Part of Modern Marketing and Communications May 27 2013 for WOM MARKETING SUMIMIT 2013
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Transcript of Presentation for WOM Marketing Summit 2013 by Edelman Japan
SAME GAME, DIFFERENT RULES
Why Storytelling Is An Essential Part of Modern Marketing and Communications
May 27 2013
for WOM MARKETING SUMIMIT 2013
Who Are We?
@AlexErasmus @AtsuoIshida
If You Want To Tweet...
#WOMJ
I‟d like to start by telling a short story…
What Is “Media”?
A Multi-Screen World
Think Like A Media Company
89%
NEED TO HEAR INFORMATION
MORE THAN THREE TIMES
37%
33%
31%
22%
20%
18%
15%
15%
Technical expert in the company
Academic or expert
A person like yourself
CEO
NGO representative
Regular employee
Financial or industry analyst
Government official or regulator8%
14%
16%
18%
22%
24%
32%
42%
Government official or regulator
Financial or industry analyst
Regular employee
NGO representative
A person like yourself
CEO
Academic or expert
Technical expert in the company
+ 9
+ 7
2012 2013
But…
Infinite Amount of Content
Limited Attention Span
Storytelling
The Importance of a Story
“Those who tell the stories rule society.” Plato, legendary philosopher
“If you give your audience half a chance, they‟ll do half your acting for you.” Katherine Hepburn, Oscar winner
What business impact does telling stories have?
(US Share Price)
Why are Japanese companies failing to tell a compelling story?
Most Japanese companies don‟t have a „Master Narrative.‟
Promoting Your Story
The key to promoting your story is creating good content.
Good content is relevant to the brand and… Funny// Provocative// Interesting// Useful
“Public engagement will become the only way to truly influence behavior change.” Steve Rubel, Edelman’s Chief Content Officer
Public Advertising
Speed News Trigger
How do you make content viral?
Good content and timing. (And advertising).
Measuring the Success
What does success look like?
Twitter/YouTube – Information and Greater Awareness
Facebook – ‘Discovery’ and Initial Awareness
Blog – Deeper Product Research
Website – Purchase Consideration
Sale PR and other Marketing
Data can tell you to choose A or B. But it can‟t tell you what A or B is.
Tips for Online Measurement
1. Set the agreed metrics – Edelman Digital Houseboat
2. Check base metrics before starting content activities – Edelman Conversation Audit
3. Ensure content team combines different departments for quality convergence tracking – Edelman Content Workshop
4. Set up ongoing measurement because it’s difficult to grade the success over a short period –
Edelman Actionable Insights Report
