Storytelling in a Digital World

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Storytelling in a Digital World If you want to be heard, tell better stories. #inboundcon

description

Why do some campaigns explode and other's go bust? Learn why viral phenomenons like the #ALSIceBucketChallenge tell a story, polarize audiences, and drive people to action. Discover critical insights into how to craft your brand's story, reach the right audience, and deliver lasting value to your company and your brand advocates.

Transcript of Storytelling in a Digital World

Page 1: Storytelling in a Digital World

Storytelling in a Digital World

If you want to be heard, tell better stories.

#inboundcon

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Dev Basu @devbasu

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What is Storytelling?

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Stories connectideas to

a narrative.

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In marketing, stories help us tell before

we sell.

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#icebucketchallenge$10M donated in Canada

$113M in the United States.

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Great stories succeed because they are able to

capture the imaginationof large or important

audiences.

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SimpleUnexpected

Credible ConcreteEmotionalShareable

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Stories are passed on fromperson to person

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Each person owns the idea, modifies it, and can choose to pass it on or let

it die.

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Only the best stories survive.

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Why does storytelling matter?

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TV, Radio, and Print Changed the way stories were told.

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Things went from survival of the fittest to survival of the

richest.

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Social Media & the Internet changed the paradigm.

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People don’t buy what you do, they buy

why you do it.

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78% of CMO’s believe that content is the

future of marketing.

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2/3 marketers believe branded content is superior

to mass media messages.

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Stories make ideas stick.They unlock the ah-ha moment

between the storyteller & the listener.

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How can I create value before I extract it?

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be authentic.

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be interesting.

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be personable.

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Marketing needs to become a more noble

profession

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Bloggers write articlesMarketers tell stories.

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The Arc of Great Storytelling

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A story is a character in pursuit of a goal in the face of an obstacle or a challenge .

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How the character resolves the

challenge is what keeps us interested .

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What do these guys have in common?

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A Framework for StorytellingThe Hero’s Journey

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Setting the Scene

Crises

Mentorship

Magic Gift

Transformation

Resolution

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Your Customer is the hero

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Your brand is the mentor.

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Your solution is their secret weapon.

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Setting the Scene

Crises

Mentorship

Magic Gift

Transformation

Resolution

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Setting the Scene

Crises

Mentorship

Magic Gift

Transformation

Resolution

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Together, you can make magic.

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So who’s gonna be heard?

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We are .